• 한국의류산업학회지
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• 제16권4호
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• pp.554-563
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• 2014

The purpose of this study was to investigate the purchase behavior, the level of shopping satisfaction for inbound Chinese tourists buying fashion products and the analysis of the influence of fashion product purchase criteria and effects of store attributes toward shopping satisfaction in Korea. Subjects were selected through convenient sampling technique in Incheon International Airport. A self-administered questionnaire was developed in Chinese by translation and back-translation method. Finally, 284 questionnaire out of 420 were used for data analysis. To analyze data, factor analysis, correlation analysis, regression analysis, etc. were carried out. A used statistical package was PASW 18.0. The analysis results were as follows. First, most of the repondents were women in 20s and 30s, who were purchasing fashion products more than other during the period of travel. Second, the product purchase criteria were identified as 'practicality', 'design and quality', 'memorabilia' and 'hallyu'. As the analysis results, shopping satisfaction was influenced by 'design and quality' and 'hallyu'. Thirdly, the effects of store attributes were identified as 'product', 'environment' and 'employees'. and customer's shopping satisfaction was influenced by all of those. By the end of this paper, For the purpose of achieving more competitive fashion products, the 4P marketing strategies targeting Chinese tourists were discussed based on the results.

• 한국의류학회지
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• 제45권3호
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• pp.464-476
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• 2021

This study empirically investigated the relationship benefits perceived by consumers from a live commerce channel and verified effects on trust in seller/product relationship and purchase intention to establish a strategy for a live commerce channel. An online survey was conducted among 204 women residing in Korea who had watched a video on fashion products shown by the NAVER Shopping channel. The perceived relational benefits from the live commerce channel were extracted into four groups: psychological, social, economic, and customerization benefits. Psychological benefits were found to have a positive effect on trust in seller but not trust in product. Social benefits and customization benefits had a positive effect on both trust in seller and product, but economic benefits had no effect. Trust in seller and in product had positive effects on purchase intention. Understanding consumer response in relation to perceived relationship benefits in live commerce can contribute strengthen consumer behavior research on live commerce channels. These results can guide fashion companies as they develop live commerce marketing strategies.

• 한국생활과학회지
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• 제13권4호
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• pp.569-579
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• 2004

This study categorizes consumers by the style of consumers' purchase behavior, and examines the differences in consumers' attitudes toward environment and pro-environmental behavior in the stage of purchase, usage, and disposal. The results of this study are summarized below: First, The style of consumers' purchase behavior can be categorized on a basis of four factors: fashioned-demonstrative consumer group focusing on fashion and demonstration effects when purchasing; rational consumer group more likely to concern price, quality, and product function; indifferent consumer group having no interest in purchasing; and fashioned-functional consumer group who values not only fashion but function. Second, the result of investigating the differences of consumers' attitudes toward environment reveals that the level of concern and awareness for environment is highest in rational consumer group, but lowest in indifferent consumer group. Also, it is higher in fashioned-functional consumer group than in fashioned-demonstrative consumer group. Lastly, the level of pro-environmental behavior in the stage of purchase, usage, and disposal is highest in rational consumer group, but lowest in indifferent consumer group. The level of pro-environmental behavior in usage stage is inactive in fashioned-demonstrative consumer group, whereas that in disposal stage is active in fashioned-functional consumer group for fashioned-demonstrative consumer group. It was so, especially in the area of not-being-a-litterbug.

• 한국의류산업학회지
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• 제7권3호
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• pp.291-300
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• 2005

The purpose of this study is to investigate, analyze the purchasing behavior of fashion goods according to life style and role model of preteen generation, and provide manager or marketing planner for the reference data so that they can understand preteen generation and make proper strategy efficiently. So called, preteen market focusing on 1014 generation (from ten to fourteen years old) is highlighted. This generation created between the year 1989 to 1993 after Seoul Olympic monopolize parent's love in abundant economic environment and rise to the core of consumption subject. Products aiming at this preteen generation continuously though consumption mind was shrunk greatly due to recession. Only 2~3 years before preteen market was regarded as grey zone which doesn't belong to not only children (between six and nine years old) but also teenagers (between fifteen to eighteen years old). But in recent day their purchasing powers have increased rapidly and age group is divided on details, so that preteen market has become a niche market. Subjects were 333 persons consisting of students in the 4th~6th grade of primary school and the 1st~2nd grade of middle school in Daegu city. Measuring instruments are as follows: 5questions to differentiate preteen generation, 22 questions to measure life style, 17questions (which have six sub-factors such as purchase motive, factor of product selection, utilization of informant, purchase time, purchase place, and purchase method) to measure the purchase behavior of fashion goods measurement, and 16 questions (which have four sub-factors such as parent, entertainer & sports stars, brothers and sisters, friends) to measure model of role. Statistical data were processed by SPSS 10.0 programs. Frequencies, Factor analysis, Cluster analysis, ANOVA, Cross analysis, Multiplex regression analysis, and Duncan's multiple range test were carried out.

• 패션비즈니스
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• 제21권1호
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• pp.124-133
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• 2017

This study analyzed consumers' online fashion shopping site usage by site type and analyzed how product information search and product purchase differ. In addition, by comparing and analyzing preference and selection factors of PC and mobile shopping, we tried to provide basic data of effective mobile commerce operation strategy according to expansion of mobile market in fashion industry. We surveyed the use of 6 types of online sites (portal site, open market, general shopping mall, social commerce shopping mall, brand shopping mall and non-brand shopping mall) to understand the usage of mobile shopping site for consumers' fashion products. Consumer survey subjects were 373 college students in their early 20s who had the most mobile shopping experiences. The questionnaire consisted of online fashion site usage items, internet and mobile fashion shopping preference (6 items), internet and mobile shopping choice behavior (10 items), and purchase intention (3 items) .Data were analyzed using SPSS 14.0 program. The high preference of portal sites, open market, social commerce, and non-brand shopping malls in shopping online fashion products is a result of the perceptual changes of major distribution channels and the trends of consumers' value consumption tendency. Therefore, it is necessary for fashion companies to actively cope with fashion product distribution competition with huge shopping sites of current online market by well understanding consumers' preference trends and factors of online sites.

• 한국의류학회지
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• 제26권9호
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• pp.1354-1365
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• 2002

With the appearance of many new types of fashion stores in Korea, competitions among fashion store types art fiercer than ever before. As consumers alternatives in fashion store selection increase, they select different store types to purchase different product types. Therefore, the probability of patronage mix behavior according to product type increases. Understanding consumers patronage mix behavior, finding out the determinant attributes of fashion stores for each product type, and analyzing competitive structures among fashion stores are important to retailers and marketers for building a successful merchandising and marketing strategies. An empirical study was conducted to analyze the competitive structure among the store types by consumers' patronage mix behavior. A questionnaire was developed and data were collected from 464 adult women living in Seoul area in Korea. Factor analysis, paired t-test, ANOVL Duncan test, and discriminant analysis were employed to analyze the data. Data regarding patronage mix behavior by product type proved that certain store types had ‘natural dominance’ in a particular product type as Hirschman(l978) pointed out. Also, a new analytic method of the competitive structures among fashion store types was suggested in the study, by which a specific store type retailer can analyze his/her own customers' patronage mix behavior by product type. The analysis will enable retailers to distinguish which of their competitors are substitutive, selling same product types, and which are complementary, selling different product types. Retailers have to concentrate on the strategies for the substitutive competitors rather than complementary competitors because their marketing abilities and resources are limited.

• 한국의류학회지
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• 제43권1호
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• pp.154-166
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• 2019

Consumers believe it is more profitable to buy products at a discount price than at a fixed price. However, consumers who miss an opportunity for a discount would experience regret; consequently, they may also forgo a purchase despite experiencing regret if a subsequent opportunity was no more attractive than the initial one. This phenomenon has been conceptualized as inaction inertia. In this study we investigate if consumers showed behavior of inaction inertia under the situation of fashion products purchase as well as if price and involvement had a moderating effect on product purchase. The following are the results of the research based on an empirical investigation. First, according to the results of influence of inaction inertia on purchase intention, respondents exposed to scenario of experiencing similar price discount in the past, both under high-price situations and low-price situations, made statistically fewer responses than those exposed to situations without such experience; therefore, effect of inaction inertia could be confirmed. Second, the moderating effect of product price on relationships between inaction inertia and purchase intention was not statistically significant.

• 복식문화연구
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• 제32권1호
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• pp.38-57
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• 2024

This study utilizes social big data to investigate the factors influencing the awareness, attitude, and behavior toward vegan fashion consumption among global and Korean consumers. Social media posts containing the keyword "vegan fashion" were gathered, and meaningful discourse patterns were identified using semantic network analysis and sentiment analysis. The study revealed that diverse factors guide the purchase of vegan fashion products within global consumer groups, while among Korean consumers, the predominant discourse involved the concepts of veganism and ethics, indicating a heightened awareness of vegan fashion. The research then delved into the factors underpinning awareness (comprehension of animal exploitation, environmental concerns, and alternative materials), attitudes (both positive and negative), and behaviors (exploration, rejection, advocacy, purchase decisions, recommendations, utilization, and disposal). Global consumers placed great significance on product-related information, whereas Korean consumers prioritized ethical integrity and reasonable pricing. In addition, environmental issues stemming from synthetic fibers emerged as a significant factor influencing the awareness, attitude, and behavior regarding vegan fashion consumption. Further, this study confirmed the potential presence of cultural disparities influencing overall awareness, attitude, and behavior concerning the acceptance of vegan fashion, and offers insights into vegan fashion marketing strategies tailored to specific cultures, aiming to provide vegan fashion companies and brands with a deeper understanding of their consumer base.

• 마케팅과학연구
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• 제20권1호
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• pp.15-26
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• 2010

由于生产的全球化以及国家之间的文化交流, 东方元素越来越吸引世界的眼球. 在时装界, 一个时装设计师的文化背景往往可以催生新颖的设计理念, 使他卓尔不群. 人们对于东方元素的喜爱, 给传统时装市场带来了巨大的商机, 并且把基于文化的业务拓展到全球时装市场. 然而, 包含韩国传统文化的国际品牌还有待开发. 为了发展有韩国特色的国际品牌, 韩国人首先要在国内服装市场上认同本国文化, 然后才能进军国外市场. 便服非常适合采纳韩国元素, 因为这种衣服有很多用途, 很容易被广泛接受和使用. 而且, 多用途便服和时尚内衣的市场需求越来越大. 尽管便服市场在快速发展, 但是对便服的专门研究尚不多见, 目前在对发展中的现代化传统服装、时尚产品和品牌的研究中, 并不包括对便服的研究. 因此, 本论文调查了韩国的便服市场, 研究了消费者对含有韩国传统时装设计特色的便服的评价. 分析了对于韩国传统时装设计元素有购买意向的先例之间的关系, 并且比较了不同生活群体的消费目标. 产品质量, 零售服务质量, 感受价值以及对拥有韩国传统设计元素的便服的喜好被作为购买意向的先决条件. 同时, 本文设计了一个结构方程模型, 用于探讨它们之间的关系以及它们对购买意图的影响. 产品质量和市场营销中的零售服务质量结合在一起, 成为影响人们对韩国特色便服的偏好和价值感知的因素. 而且, 偏好和价值感知对购买意向的影响可以用同一模型来检验. 通过网上调查系统由女性消费者完成了一共357份的自填式问卷, 并制定了一份调查样本人群的生活方式、对于产品和销售服务的标准、对于韩国特色便服的价值感知、偏好以及购买意向的调查问卷. 此外, 问卷还将调查便服的采购和使用行为, 以便检验韩国便服的市场地位. 并且使用描述性分析, 因素分析, 聚类分析来分析数据, 以及使用AMOS 7.0.来进行方差分析和建立结构方程模型. 对于韩国便服市场地位的调查结果显示, 在我们的样本人群中大多数消费者都购买了便服. 便服在目前被认为是在家里穿的衣服, 是消费者比较而言投入较低的衣服. 在调查中显示, 大多数消费者每年仅仅购买2到3次便服, 花费在10美元以下. 购买便服的消费者们的生活方式共有四类: 传统价值导向的生活方式, 品牌影响的生活方式, 追求休闲的生活方式以及健康导向的生活方式, 这四类共计有12个项目. 基于这些生活方式要素, 便服消费者们又可以分为两类: 安乐派和保守派. 文章估量了对含有韩国传统时尚设计元素的便服的购买行为各组成部分之间的关系, 产品质量和零售服务质量都会影响到购买便服的偏好和价值感知. 这个研究结论证明, 高质量的产品和零售服务会对便服形成积极的优先效应. 价值感知和对便服的偏好会对购买意图产生积极的影响. 这个结果表明, 对便服所含有的韩国传统时尚设计因素的强烈偏好和价值感知能增强购买意图. 在两种不同生活方式的群体(即安乐派和保守派)的模型比较中, 结果显示产品质量和零售服务质量对安乐派群体的偏好和感知价值都有积极影响. 然而, 对保守派来说, 只有零售服务质量对偏好和购买意图有积极的影响. 由于安乐派对购买意图显示出更重大的影响, 包含韩国传统时尚设计因素的便服品牌应该关注安乐派的这些特征. 然而, 保守派对包含韩国传统时尚设计因素的便服在偏好和购买意图的关系中显得更强. 因此对包含韩国传统时尚设计因素的便服品牌来说, 它应该把重点放在如何激发保守群体消费者对便服的积极偏爱上. 这些结果提供了关于韩国便服消费者生活方式的信息, 也对那些计划进入韩国便服市场的时尚品牌, 尤其是那些与现行研究样本相似的, 目标为女性消费者的时尚品牌提供了有用的信息. 这一研究也为便服品牌和那些打算创造含有韩国传统时尚因素的高价值品牌提供了策略和市场洞察力. 考虑到不同生活方式群体的类型和便服或传统时尚商品之间的关系, 品牌设计者和市场策划人员可以运用这一研究成果作为市场定位, 目标设定, 以及市场销售策略的一个参考.

• 한국의류학회지
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• 제19권3호
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• pp.434-447
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• 1995

This research was intended to identify variables influencing on risk perception and risk reduction behavior in clothing purchase situations. Responses from 631 female adults living in Seoul area were collected and analyzed. Towner for social occasions or working in office was used as clothing stimulus. The analysis included three product variables(price, style, type of clothing), 4 personality variables(generalized self-confidence, specific self-confidence, generalized informativeness, fashion informativeness), 2 clothing attitude variables(clothing importance, clothing interest), 4 demographic variables(age, educational level, occupation, income), and 3 situational variables(purchase planning, time pressure, effects of shopping company). Multiple regression revealed the fact that each type of clothing risk and each type of risk reduction behavior was influenced by the set of different variables. Generalized self- confidence and age and time pressure had more effects on clothing risk perception, while clothing risk reduction behavior was more influenced by clothing risk type, clothing interest, price of clothing and fashion informativeness. Implications for marketing strategies planning were also provided.