• 대한가정학회지
• /
• 제32권2호
• /
• pp.17-32
• /
• 1994

The main purpose of this study is to assess the housewives' perception to the salespersons' delivery of information at a department store and to assess how much they wan to get information through them. In this regard 410 consumers of housewives living in Seoul are randomly selected from April 7 to 28 in 1992. The major results are as follows: Firstly consumers generally seem to think much of salespersons' ability and to need salespersons' close explanation and advice. In this regard salespersons are respected as the consumer information sources whereas the degrees of reliability and satisfaction are relatively low. And, thus, salespersons does not influence much on consumers' decision to purchase. Secondly, consumers require information from salespersons. Therefore salespersons should provide informations to consumers so that salespersons will be available informants to consumers. Thirdly recognition on the presense salespersons is the major variable which influenced on consumers' requirement for information. The more positive recognition raises consumers' requirement for information and hence needs more available salespersons as informants to consumers. Consequently salespersons are expected to be professionals to meet the consumers' demand.

• 한국의상디자인학회지
• /
• 제10권1호
• /
• pp.125-134
• /
• 2008

Consumers' need for uniqueness reflects individual differences in counterconformity and related to the attitude toward brands as well as purchase behavior. To understand the relationship between consumer's personal characteristics and purchase behavior, the study investigated the effect of consumers' need for uniqueness and clothing interest on the brand consciousness, loyalty and purchase intention. Survey was utilized to collect the data and subjects were 271 college students. Measures consisted of five main constructs: Consumer's need for uniqueness, clothing interest, brand consciousness, brand loyalty, and purchase intention. The measurement and structural models were evaluated using PRELIS 2 and LISREL 8.53. Consumer's need for uniqueness was confirmed to have three constructs: creative, unpopular, and avoidance. The researcher tested Model 1 and developed five other models-Models 2 through 6-based on the results from Model 1 evaluation. The additional Models 2 through 6 were nested in Model 1. To select a best model, the researcher compared the value of chi-square, RMSEA, GFI, AIC, and ECVI. Since Model 6 also illustrated conceptually or theoretically reasonable relationships among constructs as well, it was finally selected as a best model. In the Model 6, the creative dimension of consumer's need for uniqueness had a negative relationship with brand loyalty, while the avoidance dimension of consumer's need for uniqueness had positive relationship. The unpopular dimension of consumer's need for uniqueness and clothing interest had significant positive effects on the brand consciousness. The brand consciousness was significantly related to brand loyalty and brand loyalty to purchase intention.

• 대한가정학회지
• /
• 제24권3호
• /
• pp.129-141
• /
• 1986

The purpose of this study was to test both psychological and demographic variables and their relationship to the consumers design evaluation with reference to television sets and refrigerators. The survey questionnaire consisted of three distinct areas: 1) demographic information about the subjects, 2) their interest in design and need for design, 3) their evaluation of‘ideal’designs the subjects were 900 adults selected from middle and high economic level in Seoul. The major findings were the‘ideal’design of the subjects was affected by interest in design and the need for design. The need for design was related to either self-esteem or to esteem of others. Interest in design and need for self-esteem were affected by demographic variables but the need for esteem of others was not.

• 한국콘텐츠학회논문지
• /
• 제20권1호
• /
• pp.73-98
• /
• 2020

본 연구는 메이저 동영상 콘텐츠로 떠오르는 브이로그, ASMR, 먹방 콘텐츠를 '욕구 충족 영상 콘텐츠'로 새롭게 개념 규정하고, 이용과 충족 이론 관점에서 수용자의 이용 동기 및 인구통계학적 특성, 5대 성격, 개인주의-집단주의 성향으로 구성된 수용자 특성과 시청 만족도 간 상관관계를 탐색하였다. 분석에는 해당 콘텐츠 시청 경험이 있는 441명의 표본에 대하여 요인분석, 위계적 회귀분석 등의 통계분석 기법이 활용되었다. 그 결과 욕구 충족 영상 콘텐츠 시청 장르에 영향을 미치는 수용자 특성은 연령, 소득수준, 집단주의로 나타났으며, 이용 동기는 자기 평가 및 향상, 감각 자극 및 안정, 재미 추구, 도피 및 시간보내기, 유행 추구의 5개 하위 요인으로 구성되었다. 아울러 5가지 이용 동기에 영향을 미치는 수용자 특성이 각각 다르게 나타났으며, 각 이용 동기가 시청 만족도에 미치는 영향도 다양하게 확인되었다. 이어 분석 결과를 토대로 본 연구가 갖는 학문적 의의 및 욕구 충족 영상 콘텐츠 산업 발전을 위한 실무적 시사점을 제시하였다.

• 한국의류학회지
• /
• 제40권1호
• /
• pp.26-40
• /
• 2016

The importance of Corporate Social Responsibility (CSR) implementation is increasing and CSR activity has become a core activity for firms. The increase on CSR activity expenditures also increases the need for strategic. When firms implement CSR strategically, firms need to consider consumers' perspectives toward CSR. This research investigated how Korean fashion companies integrate consumers' CSR expectations into CSR implementation. Through a qualitative study, we researched a firm's consideration of consumers which are reflected in detailed procedures of CSR implementation. We conducted in-depth interviews with executives and managers in charge of CSR and found the following results. First, motivations for CSR implementation were both strategic and moral along with consumers who play a crucial role in CSR motivation. Second, firms conducted various strategic CSR activities differentiating themselves using a specific resource. Third, self-CSR evaluation was not active and structured. Few companies were collecting consumer responses to CSR activities. Last, executives and managers have difficulties to perform CSR activities due to gaps between ethical consumption consciousness and the ethical consumption behavior, measurement of CSR effect, and lack of understanding of strategic CSR. The results of our study show that firm's consideration of consumers is insufficient despite executives and managers who strongly agree with the need for strategic CSR.

• 한국의류산업학회지
• /
• 제8권3호
• /
• pp.317-325
• /
• 2006

The purposes of this study are to examine clothing businesses which are using dress forms and grasp the problems in apparel manufacturing process, to verify the size and shape of the dress forms for uniformity, to ascertain the uniformity between the dress forms being sold today and the somatotype of the target consumers. The following results were obtained. First, most of the clothing businesses used the existing dress forms in the company. The dress forms didn't reflect the somatotype of the current consumers. And the users satisfaction was below the average. Second, the size and shape of the dress forms being sold today had lack of uniformity between themselves. Third, the dress forms didn't reflect the shape characteristics as well as the size of the target consumers. Consequently, The dress forms need to have the following. First, It is necessary that the dress forms have various functions in a dress form in the future. Second, to get high satisfaction of clothing fit, we need to build up the data base of the consumers somatotype. The data base have to consist of not only circumference but also width, thickness, angle of the current consumers. Last, the further studies of the dress forms need to meet the clothing businesses demand.

• 한국의류학회지
• /
• 제33권10호
• /
• pp.1601-1610
• /
• 2009

Unplanned purchase is an unexpected buying behavior affected by product or marketing stimuli. Unplanned purchase does not follow the order of the rational decision making process. Through an in-depth interview, this study classified the types of unplanned purchase of clothing and examined the decision-making processes. The results (according to the need recognition level of consumers prior to stimuli) show three types of unplanned purchase of clothing products that are classified as: the need-manifesting type, the need-embodying type, and the need-reminding type. In addition, each type is reclassified into the high-cognition type and the low-cognition type according to the cognitive effort level of consumers during the purchase decision-making process. The need-manifesting type recognized a buying need after exposure to stimuli and then engaged in unplanned purchases. The need-embodying type recognized a problem, but the purchase intention was not concrete. The need-reminding type recognized a desire to buy clothing products, but temporarily forgot it, and then later remembered the problem recognition from the past after experiencing the stimuli.

• 패션비즈니스
• /
• 제24권6호
• /
• pp.1-17
• /
• 2020

This study investigated the perceptions, attitudes, and behaviors of potential consumers toward using 3D printers to create their personal clothes. An online survey and a series of Welch's t-tests and ANOVA were conducted to investigate the differences in demographic characteristics, prior experiences in 3D printing, and levels of need for uniqueness among the sub-groups. A multiple linear regression analysis was performed to test the relationships among variables of the modified Unified Theory of Acceptance and Use of Technology (UTAUT). There were significant differences in gender and prior experiences regarding the UTAUT of personal 3D printing. The need for uniqueness has a positive effect on consumers' intention to use 3D printing technology for designing personal clothes and perception of the price of the 3D printer used to create individual clothes is important. Positive relationships were found between UTAUT variables as well as the use and purchase intentions. This study analyzed the potential for popularization of 3D printing technology to create fashion items and explore consumer willingness to embrace and use personal fashion designs. The results of this study are expected to assist consumers, designers, retailers and marketers, and experts in 3D printing technology by providing insight into consumer awareness and acceptance of personalized 3D-printed fashion and products.

• Asia Marketing Journal
• /
• 제15권4호
• /
• pp.161-186
• /
• 2014

There are many cases of rebranding and its numbers are growing. However, rebranding is still under research in the academic field, and there is no guideline on the effective way to change brand name. The objective of this paper is to integrate two inconsistent predictions from categorization theory and schema incongruity theory: a negative linear relationship (categorization theory) versus an inverted-U-shape relationship (schema incongruity theory) between brand name incongruity and consumer evaluation into one framework. Specifically, this study examines how the effect of incongruity between an existing brand name and a new brand name (hereafter called "brand name incongruity") on the new brand name attitude differs depending on a consumer's individual characteristics (need for cognition). The experiment demonstrates that consumers with a high need for cognition show a better attitude towards a new brand name when the brand name was rebranded moderately incongruent compared to congruent or extremely incongruent. Thus, the experiment demonstrates that there is an inversed U-shape relationship between brand name incongruity and new brand name evaluation for consumers with a high need for cognition. On the contrary, consumers with a low need for cognition show a better attitude towards a new brand name when the brand name is rebranded congruently compared to incongruent conditions (moderate incongruity and extreme incongruity). This result indicates that there is a negative linear relationship between brand name incongruity and new brand name evaluation. Key theoretical and managerial implications of the present study are as follows. This study integrates two alternative views of research on incongruity evaluation into one framework by demonstrating that need for cognition moderates the relationship between brand name incongruity and consumer evaluation. This present study provides a conceptual basis for understanding consumer evaluation towards a new brand name. Next, though rebranding is a very important decision making of brand management, there is no guideline on how to change a brand name. The findings of this research can suggest which degree of change is optimal when rebranding in order to utilize and strengthen existing brand equity. More specifically, when our target customer has high need for cognition, moderately incongruent rebranding can be optimal, whereas for those with low need for cognition, rebranding in accordance with existing brand name will be optimal.

• 패션정보와 기술
• /
• 제2권
• /
• pp.48-58
• /
• 2005

Purchase decision behavior for and satisfaction with apparel among retail buyers and consumers were compared. Kunz's behavioral theory of the apparel fm was the conceptual framework; Oliver's disconfirmation model guided measurement of satisfaction. Buyers and consumers indicated their perceptions about shopping orientations, variables that influenced apparel purchasing decisions, the importance of aspects of customer service and attributes that they expected to find and found when shopping. Surveys were mailed to retailers and consumers identified by random sampling of company lists. Respondents were 66 buyers and 344 consumers. MANOVA revealed differences in retailers 'and consumers' shopping orientations, the influence of variables on purchase decisions, and perceptions of the importance of customer service. Paired sample t tests indicated dissatisfaction for buyers on 10 apparel/shopping attributes and consumers on nine items. Results support the need for vertically integrated manufacturers to redesign strategies that are more appealing to both retail buyers and consumers.