• 한국의류학회지
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• 제31권7호
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• pp.1064-1074
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• 2007

The purpose of this study was to determine the purchasing behavior of knitted apparel consumers. Differences in knit product evaluation criteria according to consumer characteristics, such as gender, age, and interest in knit products also were reported. Male and female consumers participated in the study. Quota sampling was used and data from 463 questionnaires were analyzed. Descriptive statistics, $X^2$ analysis, factor analysis, Cronbach's alpha coefficient, t-test, one-way ANOVA, and post-hoc test were conducted. Results indicated that 65.4 percent of respondents did not discern between knits and woven products. Cardigan was the most preferred knitted product category. Most of the respondents purchased knitted apparel themselves, got product information at stores, spent less than 100,000 won for a single knitted product and went to department stores to buy knitted apparel products. Some 62.5 percent of respondents reported wearing the product less than four year. Consumers who are more interest in knitted apparel also considered such criteria as external attributes, quality, and aesthetics to be important. Respondents who discerned between knits and woven considered quality most important. Female respondents considered quality and aesthetic criteria more important; respondents in their twenties considered aesthetic criteria most important; and respondents in their thirties through fifties considered external criteria most important. Results of this study provide a basis for understanding knitted apparel consumers' purchasing behavior.

• 한국의류학회지
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• 제29권1호
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• pp.136-148
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• 2005

The purpose of this study identifies how attributes of the website influences on consumer attitude toward the website. For this purpose, the study tested covariance structural model which set relationships among independent variables(interactivity, search and visual information of website), mediated variables(utilitarian shopping value and hedonic shopping value) and dependent variables(attitude toward website). The data were collected from a sample of 271 internet shopper of university students(male: 82, female: 189). They visited the website for apparel shopping and, after searching a casual clothing which they wanted to buy, requested to answer the questionnaire. The covariance structural model and research hypothesis analyzed by using AMOS 4.0 program. The results are as follows: First, the structural model is accepted significantly. Second, interactivity of the website has a positive impact on perceived utilitarian and hedonic shopping values of the website and visual information of the website also influence hedonic shopping value of the website positively. Third, utilitarian and hedonic shopping values have a positive influence on attitude toward the website for apparel shopping.

• 한국의류학회지
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• 제16권4호
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• pp.393-403
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• 1992

This Study intended to provide positioning strategies of brand Image for ladies' ready to wear by analysing the perceptual dimensions of working women. The subjects were devided into two groups according to the fashion involvement, and in each group, a positioning map was composed by use of multidimensional scaling. 251 subjects of this study were gathered into stratified sample groups from working women in Seoul, being subdivided according to their each occupation and age. The data were analysed by frequency, percentage, average, $x^{2}-test$, 1-test, Factor Analysis, cronbach's $\alpha$. Also, KYST, PROFIT, PREFMAP for multidimensional scaling were used. The results were as follows. 1. Two groups were identified according to degree of fashion involvement: high-involvement group, and low-involvement group. 2. From the analysis of the similarity of brand image, high involvement group percieved greater difference in brand image than low involvement group. 3. From the analysis of the evaluation of brand attributes, the evaluations in self expression, fashionability, design, sales promotion activity, sociality, quality, fit showed differences bet-ween high involvement group and low involvement group. 4. From the analysis of the preference of brand image, the distribution of preference and ideal point were different between high involvement group and low involvement group.

• 한국의류학회지
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• 제25권7호
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• pp.1341-1352
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• 2001

When segmenting consumers according to their fashion adoption behavior, it has been assumed that consumers' fashion conformity and innovativeness characteritics are negatively correlated. The purpose of this study was to examine the relationship between conformity and innovativeness and that these two attributes exist independently. The research problems of this study were to segment consumers according to the degrees of conformity and innovativeness, and to identify differences in reference groups and clothing purchasing behavior among the segments. The results of the empirical study showed that the fashion conformity and innovativeness were in and innovativeness; High conformity/High innovativeness group(HC/HI), High conformity/Low innovativeness group (HC/LI), Low conformity/High innovativeness group(LC/HI?, and Low conformity/Low innovativeness group (LC/LI). When the groups were compared in their reference groups and purchasing behavior, it was found out that HC groups were more influenced by reference groups than LC groups. When HC/LI and HC/HI groups were compared, HC/LI group was more influenced by their parents and siblings, while HC/HI group was more influenced by upper class and celebrities. Both groups were mostly influenced by friends and desirable passengers on the street. Friends and passengers were most influential to LC groups also, even though they were less influenced than HC groups. In conclusion, the fashion conformity and innovativeness were found to exist in different dimensions consisting dual structure. Thus, retailers and marketers can make their strategies more successfully if they use these two characteristics separately when segmenting consumers.

• 한국가정과학회지
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• 제3권2호
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• pp.120-134
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• 2000

The purpose of this study was to investigate the factors influence the outbuying behavior of the consumers reside in middle sized cities adjacent to Kwangju. a metropolitan city of Korea. Data were collected by using questionnaire from 570 female consumers in Suncheon and Yeosu city from 8 September to 16. 1999. Data from 513 respondents were analyzed. Factor analysis. t-text. $x^2$test and cross analysis were used. Respondents were divided by two groups, outbuying group/resident purchasing group, based on the frequency of purchasing and intention of purchasing in local stores. and the differences between two groups were analyzed. The results were as follows : 1. There were significant differences in the residence. levels of education and Income. age. job. automobile possession, numbers of children, clothing expenditure Per month between outbuying group and resident purchasing group(p<.001, respectively) . 2. Outbuying group had significant higher tendency toward pursuing fashionability and pleasure, and symbolism in clothing than resident purchasing group(p<.001. respectively) 3. Outbuying group considered store services. assortments. shopping convenience significantly more important than resident purchasing group(p<.001. respectively) 4. Outbuying group obtained information from media sources and non-media sources significantly more often than resident purchasing group(p<.001, respectively) .

• 한국의류학회지
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• 제28권5호
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• pp.591-602
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• 2004

This research examines the attributes of the Korean costume culture inherent in the expression of "-like" by focusing on the professional roles implied in the style of clothes. Based on a random sampling, the sample was comprised of 315 male and female college students who reside in Seoul and Gyeonggi area. The results were as followed: 1. Subjects preferred the blouse as the most "female student-like" upper wear. The female students recognized the Y-shirts as the "male teacher-like" upper wear while the male picked the Y-shirts for this category. For the "student-like" sleeve length, the female selected the cap sleeves and the three-quarter sleeves for the female and selected the short sleeves for the male. Subjects preferred the Peter Pan and the sailor collars for the "female student-like" category and selected the shirt collars as the most "male teacher-like" and "male student-like" style. 2 Subjects perceived the A-line and the flared skirts as the "female student-like" dresses. For the lengths of skirts, subjects agreed that the above-knee. the below-knee and the midi length were all proper for female teachers. For the length of pants, subjects selected the 9/10 as the most "female teacher-like" style. 3. Subjects selected black, white, light purple and beige as the preferred colors for female teachers. Subjects chose white and yellow as the most "female student-like" colors and picked the colors, navy blue, light blue and blue, as the "male-like" and "male teacher-like" colors.

• 한국의류학회지
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• 제32권12호
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• pp.1857-1865
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• 2008

본 연구는 미국여대생 클럽의 신입회원 선택시 정규회원들의 개인특성이 어떻게 지원자들에 대한 첫인상형성과 선택결정에 관련되는지를 조사하는데 있다. 문헌조사를 통해서 여대생 클럽회원의 첫인상형성과 선택결정 에 관련될 것으로 기대되는 개인특성 변수로는 물질주의성향, 패션의복관여도와 의복의 자아 근접성이 선정되었다. 이외에 회원들의 클럽소속기간, 클럽활동 참여수준, 그리고 클럽만족도가 부가변수로 조사되었다. 연구대상은 미국여대생 클럽에 소속된 회원 140명이었고 설문지를 이용해 자료를 수집하였다. 자료는 요인분석, 상관관계, 부분상관관계와 ANOVA를 이용해 분석하였다. 의복의 자아근접성은 요인분석결과 의복의 개인성격 반영성향과 타인의식과 사회수용을 위한 의복사용성향의 두 요인으로 나눠졌다. 지원자의 의복과 외모를 근거로 선택평가를 하는 경향은 회원들의 클럽소속기간, 클럽활동 참여수준, 그리고 클럽만족도와는 유의한 상관이 나타나지 않았다. 그러나 지원자들의 의복과 외모를 근거로 한 선택경향은 참여자들의 개인특성과 유의한 상관관계를 보였다. 물질주의성향과 패션의복관여도가 높을수록 참여자들은 회원지원자들의 선택여부를 그들의 의복과 외모에 따라서 결정을 하는 경향이 있었다. 또한 회원지원자들의 의복과 외모를 기준으로 한 선택경향은 참여자들의 의복의 자아근접성이 높을수록 두드러지게 나타났다. 즉, 의복이 본인의 개인성격을 반영한다고 믿는 참여자들과 타인의식과 사회수용을 위해서 의복을 선택하는 경향이 있는 참여자들은 클럽회원 지원자들의 선택여부를 그들의 의복과 외모에 따라서 결정을 하는 경향이 높은 것으로 판정되었다. 일반적으로 타인의 의복과 외모를 근거로 첫인상을 형성하는 경향이 높은 참여자들은 클럽의 신입회원 선택시에도 지원자들의 의복과 외모를 중요시하는 것으로 나타났다. 부분상관관계를 통해 다른 변수의 역할도 조사하였다.

• 한국생활과학회지
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• 제14권1호
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• pp.155-165
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• 2005

The purpose of this study is 1) to investigate the effects of Internet apparel store attributes, shopping values, Internet usage, and consumers' characteristics on consumers' Internet apparel purchasing behavior; and 2) to identify the influence of Internet apparel store attributes, Internet usage, and consumers' characteristics on the Internet apparel purchasing behavior of hedonic or utilitarian consumers. The data were collected via an online survey. A total of 4,254 Internet users participated in this survey. Only 589 out of the users' reponses were used as a sample for this research, because those users had previously experienced Internet apparel purchasing. Factor analysis revealed five dimensions of Internet apparel store attributes: site design/navigation, promotion programs, trust, product assortment/ information, and customer service. Based on the respondents' shopping value scores, we identified them as hedonic or utilitarian consumers. Through multiple regression analyses, site design/navigation and promotion programs among store attribute variables, hedonistic or utilitarian shopping values, the number of years on the Internet, income, and educational level were found to be significant predictors of Internet apparel shopping frequency. Among them, hedonistic shopping values were the best predictor of Internet apparel purchasing frequency. Based on the Internet apparel purchasers' shopping value, purchasers were divided into two groups. For hedonic Internet apparel shoppers, the number of years on the Internet, educational level, sex, age, and income were significant predictors of Internet apparel shopping behavior. On the other hand, promotion programs among store attribute variables was the only significant factor that affects utilitarian consumers' Internet apparel shopping behavior.

• 한국의상디자인학회지
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• 제13권2호
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• pp.89-101
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• 2011

The economy blocking and price competitiveness caused by globalization has generated an on-going controversy of global sourcing among high-priced luxury brands. The consumers in the global market purchase luxury goods based on both craftsmanship and the reputation of luxury brands. Factors such as the origin, brand and pricing can affect the intention of consumers to buy luxury goods. This study analyzed the optimum brand combination using conjoint analysis. The analysis was based on the selection of origin, brand name and price as extrinsic factors among attributes of customer choice. These factors were subdivided into Italian and Chinese origins, Gucci, Prada, and Miu Miu in terms of brand names, and 450,000, 750,000, and 1,500,000 Won in terms of price levels. The result showed that origin was considered the most important factor followed by brand name and pricing. This tendency tells us that customers consider origin, brand name and price in that order when purchasing luxury brands. In regards to each factor, respondents preferred Italian to Chinese origins, the Gucci to Miu Miu brand name, and 750,000 to 450,000 won for price level. Generally, women in their 20s and 30s preferred products from advanced nations at a medium-level price.

• 한국의류산업학회지
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• 제13권1호
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• pp.44-54
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• 2011

This study aims to clarify the asset evaluation attributes of imported brands exclusively by department stores based on qualitative study. For the qualitative research, hands-on staff of the branch office who had at least 5 years experience in PB-related positions at one of the four domestic department stores(Lotte, Shinsegae, Hyundai, Galleria), and at least 20 years old adults who had purchased imported brand items exclusively by a certain department store(Shinsegae, Lotte) were included. The asset evaluation attributes of department store-exclusively imported brands were drawn up through the one-to-one in-depth interview method. As a result of qualitative study on the asset evaluation attributes of department store-exclusive importation brands, it turned out that there were 4 factors in view of business entity - stability, profitability, growth potential, and relationship, and that there were 6 factors in view of consumers - product quality, recognition, country of origin, image, preference, and reliability. In comparison with the existing preliminary study, it was notable that relationship in view of business entity, and country of origin in view of consumers were added to the asset elements.