• The Research Journal of the Costume Culture
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• v.29 no.6
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• pp.922-931
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• 2021

Recent developments in information and communication technologies (ICT) can be applied in stores, and the number of fashion stores that have introduced and utilized ICT are increasing. By applying a literature review and empirical research, the types of ICT service factors of fashion stores were identified and categorized. The effect of their importance on consumer behavioral intentions was analyzed. Next, using factor analysis on the ICT service factors, five factors were identified and named as follows: smart space services, smart payment services, virtual image services, product information services, and smart access services. The importance of these factors was then analyzed. The importance of each factor and detailed questions was rated above average. After examining the effect of ICT service on behavior intention, issues such as purchase intention, revisit intention, and word of mouth intention were found to have significant influence. This study is meaningful in that it derives the importance factors of ICT services that can be used in fashion stores in a situation where retail techniques become important and expand, and provides marketing strategies related to consumer behavior according to detailed factors. With retail tech becoming more important and expanding, it is necessary to provide various services that consumers value by utilizing ICT in fashion stores. Considering the results of this study, ICT technology and services of various fashion stores can be effectively utilized and retail tech utilization performance can be improved.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.1
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• pp.13-25
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• 2011

This study investigates the factors influencing consumer's channel selection for luxury fashion items, specifically the effect of (i) perceived luxury benefits, (ii) perceived online shopping risks, (iii) demographics, and (iv) purchasing behavior. A survey questionnaire was developed and implemented to measure the perceived luxury benefits, perceived online shopping risks, purchasing behaviors, and consumer demographics. A total of 396 responses were analyzed by one-way ANOVA, cross-tab, and multinomial logit analysis with SPSS18.0. The results are as follows. First, those who shop in offline shopping channels tend to be heavy buyers that look for product quality and conspicuousness. They perceive low risks from online shopping and purchase few bag items offline. Second, those who shop online tend to be men and perceive the high benefits of economic value. Third, those who shop in multi channels tend to be men, search for information via the Internet, and purchase few accessory items. Implications for multichannel strategies are suggested.

• The Research Journal of the Costume Culture
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• v.26 no.1
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• pp.109-124
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• 2018

As fashion and distribution companies have increasingly turned to implementing marketing activities that use omni-channel strategies, it is imperative to explore consumer-oriented evaluations of omni-channel shopping for fashion products. Through contributing to the growing research flow of consumer behavior within omni-channel contexts, the current study explores consumer motivations for omni-channel fashion shopping and their impacts on the decision-making stages of fashion products. The authors first performed in-depth interviews with six Korean consumers and confirmed the four types of consumer motivation for omni-channel shopping, and how decision-making processes react to fashion companies' omni- channel marketing strategies. These findings were used to set survey items for the main study. Based on the results and findings of previous literature, an online survey was conducted with 300 participants who had actual experience with omni-channel shopping for fashion products. The statistic results from the survey revealed the following: First, the in-depth interviews allowed the authors to confirm four factors of omni-channel shopping motivation (ubiquity, efficiency, convenience, and impulsiveness). Second, the survey showed the authors that among the four factors of omni-channel shopping orientation, impulsiveness had the greatest effect on consumer behaviors at the preand on-purchase stages, while the ubiquity factor had the greatest effect at the post-purchase stage. As such, the study empirically tested the omni-channel-specific factors of shopping orientation and motivation. In addition, it showed the effect of omni-channel marketing on various stages of the decision- making process and the study's limitations and implications were discussed.

• The Research Journal of the Costume Culture
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• v.30 no.2
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• pp.297-318
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• 2022

A growing number of fashion brands and retailers are actively adopting live streaming as a new marketing channel. In spite of the increasing use of live commerce, the effects of live streaming commerce on customer purchasing behavior for fashion products are not fully understood. The purpose of this study is to examine factors affecting consumers' attitudes toward a purchase via fashion live streaming commerce (FLSC) and intention to use FLSC. The study also investigated whether consumers' expenditure on fashion and time spent on mobile shopping moderate the relationships among research variables. A total of 230 questionnaires were analyzed through descriptive statistics, confirmatory factor analysis, and multiple-group comparison tests using SPSS and AMOS. A summary of the main results of this study is as follows. First, the perception of the attributes of FLSC (ease of use, economic efficiency, interactivity, and enjoyment) has a positive effect on attitude toward a purchase via FLSC. The ease of use and economic efficiency of FLSC, in particular, have greater impacts on attitudes than other factors. Secondly, attitudes toward FLSC positively impact the intention to use FLSC. Lastly, the results of group comparisons, by fashion expenditure and time spent on mobile shopping respectively, hold no significant moderation effects among the variables. These findings demonstrate that consumers are more likely to use FLSC as they form a positive attitude by the attributes of FLSC mentioned earlier. The study provides some insights on an exploration of live streaming commerce for fashion product sales.

• Journal of the Korea Fashion and Costume Design Association
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• v.19 no.1
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• pp.1-14
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• 2017

The purpose of this study is to classify the environmental awareness attitudes of university students and analyze their differences in social support pursuit, and apparel consumption behavior. Questionnaires were administered to 236 college students living in Daegu City and Kyoungbuk province. Frequency, factor analysis, reliability analysis, cluster analysis, ANOVA, Duncan-test, and t-test were used for data analysis. The findings were as follows. The environmental awareness attitudes had factors as recognizing the importance of environmental issues, purchase of eco-friendly products, public opinion legislation awareness, interests on eco-friendly product, and eco-friendly practice. Social support pursuit were found as marginal people support pursuit, emotional support pursuit, informational support pursuit, and problem-solving support pursuit. Apparel consumption behavior were found as planned purchase, social participation attitude, clothes recycling, life practice, low-price orientation, emphasis on designs, clothing-life practice, and consciousness over others. The environmental awareness attitudes of university students were classified into four groups of Consumers of Environment-Awareness, Consumers of Environment-interests, Consumers of Environment-practice, and Consumers of Low Environment-awareness. The groups showed significant difference in social support pursuit, and apparel consumption behavior. Gender of university students showed significant differences the environmental awareness attitudes, social support pursuit, and apparel consumption behavior. It is meaningful to find out the significant relationship in a social context between environment recognition and social support pursuit related by friends. This study also offered a basic information related to social support pursuit by the types of university students' environmental awareness attitude and consumption on clothing, which is necessary for environmental education and green consuming behavior.

• The Research Journal of the Costume Culture
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• v.15 no.4
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• pp.580-592
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• 2007

The purpose of this study is to analyse the foreigner's opinion about 'Hanllyu', and their buying behavior of clothes carried in Korean domestic market. The study was implemented through a normative-descriptive survey using self-administered questionnaires. The samples consisted of 75 foreigners residing in Korea. Data were analyzed by following statistical methods: frequency analysis, ${\chi}^2-test$, t-test, ANOVA, Scheffe's multiple range test. Results are as follows: There was no difference in the opinion about 'Hanllyu' between Chinese and Japanese. They regarded 'Hanllyu' as the phenomenon of the wave of Korean popular culture. Korean soap operas and movies were the main information sources on 'Hanllyu' stars for them. Significant differences were found in the behavior toward 'Hanllyu' stars according to sex and country, but there was no difference in the behavior according to their age. They mainly buy clothes in Dongdaemoon market and the main motivation of purchase were good design and price. The reason for dis-purchase was poor design. Respondents thought 'Hanllyu' fashion is gorgeous. There was significant difference in the behavior toward Korean culture according to sex.

• International Journal of Costume and Fashion
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• v.4
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• pp.47-61
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• 2004

This study analyzed the buying patterns of American and Korean female college students in terms of criteria for clothing selection； store preferences； criteria for store selection； fashion information sources； expressions of customer dissatisfaction； purchasing frequency and motivations for purchasing clothes. The study was implemented through self-administered questionnaires which were back translated for validity. The samples consisted of 730 female college students majoring in the fields related to clothing and textiles： 310 U.S. and 412 Korean students. Likert scales were used for most measures with 1＝never or very unimportant and 5＝always or very important. Data were analyzed by factor analysis, analysis of covariance, Duncans multiple comparison, and t-test. Results are as follows： 1) Design factor was the most important criteria in clothing selection with no differences between country groups. There were, however, significant differences for psychological exhibition factors, practical and economic factors. 2) Both groups preferred specialty and department stores, with department stores more popular in Korea. 3) Merchandise was the most important store selection criterion and fashion magazines and self-experience were rated as the most important information sources for the both groups. 4) Korean group expressed their dissatisfaction with and observable problem with a product before purchase more often than U.S. group, but the U.S. group was more vocal about color loss or shrinkage after care procedures. 5) Some clear differences between the two countries emerged. Marketers targeting American consumers should pay more attention to practicality and service； to Korean consumers more symbolic meaning of products.

• Journal of the Korean Society of Clothing and Textiles
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• v.48 no.4
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• pp.774-792
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• 2024

Unlike traditional retail formats, the metaverse offers diverse shopping experiences, ranging from content that mimics reality to content that transcends reality based on its characteristic of virtuality. This study elaborates on the concept of virtuality within store environments and investigates how the virtuality level of a metaverse store influences consumers' creative consumption by mediating the flow experience. Additionally, it examines the interaction effect of creative product-seeking tendencies and individual characteristics on the relationship between flow experience and creative consumption behavior. A web-based experiment was conducted on young Korean female adults who experienced metaverse shopping. Ninety-one samples were analyzed using exploratory factor and bootstrap analyses with SPSS Macro process Models 4 and 14. The findings demonstrate that store virtuality (low vs. high) increases consumers' purchase intentions of creative fashion items by enhancing their flow toward the shopping experience. Furthermore, the effect of flow experience on creative consumption is strengthened when consumers have low creative product-seeking tendencies. This study contributes to expanding the concept of virtuality in virtual retailing and provides insights for fashion retailers planning to create virtual shopping spaces within the metaverse platform.

• Journal of the Korean Society of Costume
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• v.62 no.5
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• pp.171-180
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• 2012

Purchasing behavior of brand clothes in internet shopping mall is largely used on the purpose of having a good quality of clothing, price advantage and shopping efficiency. This study aims to find out consumer's evaluation on the properties of brand clothes in internet shopping mall according to consumer's brand attitude(brand identification and brand pursue value). The influences consumers' evaluation of the properties of brand clothes on the purchase satisfaction and off-line brand image evaluation were also investigated. This study surveyed male and female consumers in their 20s~40s for empirical analysis in August 2011 who have purchased brand clothing through internet shopping malls. The survey was conducted on 254 subjects who were selected through online convenience sampling. Data were analyzed by using SPSS for Windows 12.0, and descriptive statistics, reliability analysis, factor analysis, and regression analysis were done as well. The results are as follows. First, it was identified that consumers' brand identification and brand pursue value had significant influence on the evaluation of physical, functional, and expressional product properties. Second, it was identified that consumers' evaluation on the brand clothing properties significantly influenced on internet purchase satisfaction and brand image evaluation. Especially, expressive property of brand clothes appeared to be the most influential factor on purchase satisfaction and brand image evaluation. The results of this study will help clothing companies with prestigious brand names to administer the product qualities with differentiation policy from off-line sales and satisfy the consumer needs in internet shopping, hence enhancing the brand image of the company.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.6
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• pp.967-978
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• 2016

This study examines consumers' multi-channel choices in the search phase and purchasing phase stage according to price sensitivity and product characteristics in order to propose a multichannel strategy. For the research, one-way ANOVA, t-test, clustering analysis, and crosstabs are used for the descriptive analysis of 317 surveys on men and women conducted in 2014. The findings are as follows. First, consumers that both experience goods and search goods rely on surrounding advice as well as a search channel regardless of price sensitivity. Second, channel selection differs by price sensitivity when it comes to purchasing phase. Consumers with high price sensitivity tend to purchase from online channels; however, consumers with low price sensitivity tend to purchase from off line channels in cases of search goods. Meanwhile, cases of experience goods have no meaningful result. Third, consumers are divided into 3 groups by the tendency of channel selection. In case of experience goods, search channel choice is aligned with purchasing channel; however, search channel choice is not aligned with purchasing channel in search goods. This study provides clear information on fashion consumers' behavior on multi-channel choices compared to ones for search goods consumers on strategic strategies for fashion companies.