• Journal of the Korean Society of Clothing and Textiles
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• v.19 no.4
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• pp.580-589
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• 1995

When age-role i-: being confused and fasion is as whimsical as these days, the norm on the length of the skirt can be a matter of controversy. This study aimed to see if there exists decisive norm on skirt lengths according to the age of feminine stimuli and the sex and age of perceiver. It also aimed to find out whether the norm of the individual perceiver is influenced by the assumed norm of generalized others. Questionnaire including linedrawings of feminine lower body was given out to be marked with age-proper length of skirt. Results revealed existence of certain length norms according to the age of the stimuli. Norms also varied according to the age of the perceiver and interaction effects among the age, sex of the perceiver and the age of the stimuli existed. Assumed norms of the generalized others were different from the actual norms of the individual. Interaction between the ages of the stimuli and perceiver affected the difference between the actural individual norm and the assumed norm of the generalized others.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.12
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• pp.1425-1439
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• 2011

The present research developed and empirically examined a theoretical model called a Mobile Channel Extension Model for consumer behavior toward mobile commerce. We proposed three antecedents: compatibility of, subjective norm regarding, and media influence regarding mobile use for communication purposes that influence the attitude toward the subjective norm and media influences of mobile use for shopping. These in turn positively influenced the consume's intention to use mobile devices for shopping. A Structural equation modeling analysis, using the data collected from a national online survey of 524 U. S. multichannel shoppers, confirmed the proposed model. The theoretical implications of these effects were discussed and managerial suggestions were made for both academicians and practitioners.

• The Research Journal of the Costume Culture
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• v.17 no.5
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• pp.911-922
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• 2009

As more consumers shop online and prefer private label apparel products, the importance of private label apparel brand of Internet shopping malls are increasing. This study investigated consumer attitudes toward private label apparel brand of Internet shopping malls. Attitudes were conceptualized into two sub-factors: utilitarian and hedonic. Based on findings of prior studies, subjective norm and familiarity were included as antecedents to attitude variables. Purchase intention and word of mouth intention were also included as consequence variables of attitudes. Types of Online shopping malls were considered as moderating variable. For the empirical research, the Online survey was conducted. Young male and female consumers who have experience in Internet shopping of clothing products participated in the study. 429 questionnaire were used for the final statistical analysis. Results indicated that subjective norm had significant influence on consumer attitudes toward private label apparel brand. Familiarity however did not have significant influence on attitude variables for general internet shopping malls. For specialized Internet shopping malls, familiarity had significant influence only on hedonic attitude. Attitude variables had significant influence on purchase intention and word of mouth intention. Subjective norm and familiarity had significant influence on purchase intention and word of mouth intention.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.12
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• pp.1791-1803
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• 2002

국내 수입 캐주얼의류시장은 계속적인 성장을 거듭하고 있으나 이에 대한 소비자의 구매 의도에 대한 연구는 없는 실정이다. 따라서 본 연구는 소비자의 행동을 예측하는데 그들의 태도(Attitude)와 주관적 규범(Subjective Norm)을 고려하는 theory of reasoned action (Ajzen & Fishbein & Ajzen, 1975)에 의거하여 구매의도를 밝히고자 하였다. 본 연구의 자료를 위하여 서울시내에 거주하는 20대 이상의 남녀를 대상으로 설문조사를 실시하였다. 회수된 설문지 중 총 892부를 분석에 사용하였으며, 평균, 표준편차, 회귀분석을 실시하였다. 연구결과 소비자는 수입 캐주얼의류에 대한 구매 의도가 낮았으며, 이를 예측하는데 있어서 태도와 주관적 규범이 유의적인 결정 변수였다. 또한 주관적 규범이 태도보다 소비자의 구매의도를 예측하는데 있어서 더 중요한 결정 변수였다. 본 연구의 결과는 의류에 대한 소비자 행동의 문헌에 기여함과 동시에 국내 마케터(local marketer)와 국제 마케터(international marketer)의 마케팅전략 수립에 유용한 정보를 제시하여 준다.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.3
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• pp.433-445
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• 2015

This study examines factors that influence consumer behavior regarding the usage intentions and repurchasing behavior of counterfeits. Based on the Theory of Planned Behavior by Ajzen (1991), this study looks at the impact of attitude, subjective norm, perceived behavioral control, as well as the moral norm of consumers about intentions to use and repurchase counterfeits. An online survey was conducted on males and females over the age of 20 with previous experiences of purchasing counterfeits; subsequently, 209 responses were collected and analyzed. The covariance structure model was used to analyze the data in order to measure the factors that influence the usage of counterfeits and repurchasing behavior. The results show that attitude, subjective norm, and perceived behavioral control have significantly positive effects on usage intentions, while moral norm has a significantly negative effect on usage intentions. Usage intentions also have a significantly positive effect on repurchasing behavior and confirmed that usage intentions functions as the mediator. The variables that influence usage intentions are attitude, perceived behavioral control, moral norm, and subjective norm, in descending order. Consumer attitudes towards counterfeits is a major factor that influences usage intentions. Therefore, ethical problems should be emphasized to encourage a negative attitude towards counterfeits. This study identifies an important aspect to show that usage intentions toward counterfeits, and not purchasing intentions, influences repurchasing behavior. Findings are significant in that they reveal the role of the moral norm variable added to the TPB model.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.2
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• pp.342-352
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• 2016

This study examined the fashion culture of 20-30s working women through clothing norm relationships in the workplace. A literature research was conducted along with qualitative research, in-depth interviews in order to understand the domestic working environment and fashion culture such as lifestyle and consumer culture characteristics of 20-30s working women. The results were: First, it showed that the increased number of members having various inclinations caused subcultures through an increase of women's economic activities and transition to a knowledge-information society in domestic work places that changed into a business casual that recognized employees' autonomy and diversity. Second, in the working place, clothing norms coexist as stipulated by statutes, company rules, and official documents as well as others implied by experiences of sanction against members. Workplace closing norms are classified into norms of exposure that draw attention to clothes and casual clothes. Third, it showed that factors pressuring clothing norms are classified as external pressures and by spontaneous self-censorship that cause conflict and confusion with working women's fashion according to the degree of pressure. Two kinds of pressure by others (or types of departments and members) were observed.

• The Research Journal of the Costume Culture
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• v.2 no.1
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• pp.105-121
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• 1994

The purpose of this study was to investigate clothing socialization in Korean fairy tales by the socialization theory. Clothing socialization analyzed of seven categories-norm, role, self-identity, morality, institution, social class and social change, From the costume in the Korean fairy tales, clothing socialization can be visualized.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.6
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• pp.1134-1149
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• 2016

This study identified domestic and foreign golf clothing norms and extended recognition and attitude on golf clothing norms expressed in a golf wear style for golfer groups in their 20s-30s. Domestic golf clothing norms were derived from a theoretical research and case study; subsequently, golfers in their 20s-30s were classified into 4 groups. In-depth interviews were conducted using a serious leisure concept to analyze attitudes and stylistic expressions. Domestic golf clothing norms derived from stipulated and implicit norms varied as a type and situation of a golf course, gender of the golfer, and domestic golfers in their 20s-30s perceived such a point. For golfers in their 20s-30s, attitudes on golf clothing norms and their stylistic expressions showed differences according to gender and leisure type. As for gender characteristics, female golfers focused on 'look prettier' in stylistic expressions through experiences with a double-standard clothing norm; however, male golfers showed strict application and observance of a clothing norm in stylistic expressions compared to female golfers. However, male golfer groups in their 20s-30s as 'casual leisure participants' and those as 'serious leisure participants' showed differences becuase the former showed a tendency to observe clothing norms from other viewpoints and evaluations and the latter showed off their abilities and careers as a means of distinction. As for characteristic of stylistic expressions according to a leisure type, golfers in their 20s-30s showed distinction as serious leisure participants through forming new and independent clothing norms. Research findings are expected to provide an opportunity to reconsidering the influence of clothing norms in young people who have a strong tendency to express clothing style as a means to pursue individuality and taste.

• Journal of the Korean Home Economics Association
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• v.32 no.4
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• pp.1-14
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• 1994

This stydy is to find reorganizning clue for oun decolorrizning domestic norm education trachg from chosun Dynasty. The study examinecl recent reseanch for the necess and problems of family norm education and analyized contents and traits of family education dunny chosun dynasty appeared in documents. The results: countesy is practiced in the field of eating clothing language greetrings and manners emphasized on respecting others and orders should be kept by acknowledging living rules. This family education in traditional society is also meaningful in modern sense, so we habe to follow the suit on the tradition.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.11
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• pp.1148-1161
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• 2012

This study investigates the effect of site characteristics in fashion social commerce and SNS subjective norms on the attitude of consumers towards social commerce and their purchase intentions for fashion products. In addition, this study tests consumer responses through a comparison of a group purchase mall versus a private mall. Respondents are limited to consumers aged 20 to 39 who have recently purchased fashion products through social commerce over the last month. Four hundred samples were used for the final analysis. Descriptive statistics, Cronbach's alphas, a confirmatory factor analysis, and a structural equation modeling analysis were conducted. The results are as follows. Product value, convenience and SNS subjective norms without trust significantly influenced the consumer attitude towards social commerce, and the attitude of consumers positively influenced the purchase intentions of fashion products. In the group purchase mall, only convenience affected the attitude of consumers; in the private mall, product value, convenience and SNS subjective norm had an effect on the attitude of consumers. In addition, the SNS subjective norm positively influenced purchase intentions directly as well as indirectly. Social commerce ought to offer product value and create a simple and convenient design to raise the purchase intentions of fashion products; in addition, they should use SNS functions to inform consumers of social commerce. It is imperative to implement different marketing strategies according to social commerce type.