• Journal of the Korean Society of Clothing and Textiles
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• v.20 no.3
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• pp.502-511
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• 1996

While much research on brand loyalty have been conducted until now, little has been challenged to integrate the results of previous (studies and how the brand loyalty is developed. The purpose of this study was to) suggest and test the model of clothing brand loyalty formation via consideration of all related variables simultaneously using the LISREL. The subjects were 505 male and female college graduates or higher white collar workers in their twenties and thirties living in Seoul, Korea. The data were collected by self- administered questionnaires. The results showed that consumer knowledge, product involvement, and perceived risk are positively related to information search. However, the influence of perceived risk on information search is statistically insignificant. Product involvement is also positively related to consumer satisfaction. Information search and consumer satisfaction are positively related to brand loyalty, respectively. In conclusion, consumer knowledge, product involvement, and perceived risk have positive influences on brand loyalty through the mediating variables of information search and consumer satisfaction.

• Fashion & Textile Research Journal
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• v.13 no.4
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• pp.487-498
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• 2011

The purpose of this study was to classify the lifestyles of 20's and 30's male consumers, identify the differences among the lifestyle groups, and analyze clothing values and buying behaviors according to the lifestyle types. The results of the study were as follows. First, as a result of cluster analysis to classify the lifestyles of 20's and 30's male consumers, 4 groups were identified as "adventurous and self-accomplishing type", "positive and socially active type", "active and trend seeking type", and "practical and information-oriented type". Second, 4 factors of Utilitarian Value were classified as "symbolism", "diversity of wearing purpose", "convenience of management", and "physical activeness". Third, 4 factors of Hedonic Value were extracted as "pursuit for confidence", "pursuit for sexual sensitivity", "pursuit for trend", and "pursuit for personality". Fourth, upon analyzing the differences of clothing values based on lifestyles, 4 groups considered the most important value as the pursuit of sexual sensibility. Fifth, the male consumers in 20's and 30's purchased to express individuality and made their own decision on buying the casual wear. Based on these results, adventurous and self-actualizing type and active and trend seeking type were 518 of 684 and represented male consumer in 20's and 30's.

• Journal of Fashion Business
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• v.16 no.5
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• pp.130-145
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• 2012

The purpose of this study is to investigate the influence of cause-related marketing on consumer attitude for fashion brand in terms of brand familiarity, consumer's propensity for data processing and types of advertising. The design of this study is comprised of 2(brand familiarity : high vs low)${\times}$ 2(consumer's propensity for data processing : high vs low), designed with three mixed elements. The subjects of this study are 308 male and females in twenties or thirties from the area of Seoul, Kyunggi, Busan and Daegu. Data analysis is carried out through T-test, and ANOVA. The results of this study are as follows. First, when fashion brand pursues cause-related marketing, brand familiarity, consumer's propensity for data processing and types of advertising have statistically interaction effect on consumer's preference. Second, rational appeals in advertising have no significant interaction effect on consumer's preference in terms of brand familiarity. Rational appeals are preferred to Emotional appeals in both familiar and unfamiliar brand. Third, when fashion brand pursue cause-related marketing, brand familiarity, consumer's propensity for data processing, and the types of advertising have no significant interaction effect on consumer's preference.

• Journal of the Korean Society of Clothing and Textiles
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• v.17 no.4
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• pp.550-564
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• 1993

The purpose of this study is to investigate the consumer's claims related to clothing merchandise. By th origination stage of claims, details of claims, and treatments of claims purchasing places of clothing merchandise, the consumer's claims are analyzed which were lodged to in consumer's complaint center, Seoul YWCA, in 1981-1990. To analyze these data statistically, frequency and percentile are used. The results of analysis for consumer's claims are as next : 1. Concerning the sex distinction, female complainers are more than male complainers. About the age bracket, twenties and thirties are the most numerous. The originations of claims being various. It is laundry and dry cleaning stage out of them that rank first, and total numbers of claims for clothing products continually have increased during 1981-1990. Out of the clothing items, outerwears are of the first rank and formal wear and coat are highest in rank of outerwears. For claims about purchasing places, agency ranked first and market, department store, custome-made and discount store came after in order. 2. Concerning the contents, quality of clothing product ranks first, inferior service, price, contrast, unfair transaction ranks in order. There are claims about quality of clothing product that color change ranks first and damage and form change rank in order. 3. The treatments of claims are that counsel, exchange, refund, repair and correction rank in order.

• Human Ecology Research
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• v.56 no.2
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• pp.167-174
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• 2018

This study investigated consumer innovativeness by examining a relationship model of innate innovativeness, product interest, product-specific innovativenss, and actualized innovativeness for eight product items as well as observed gender differences in the variables. The eight product items for the survey were smartphones, movies, clothing, cars, skin care products/cosmetics, traveling, AI products, and books. An online survey was conducted in January 2018, and 400 responses from male and female consumers in their twenties and thirties, were analyzed using reliability test, descriptive statistics, regression, and ANCOVA. The positive effect of innate innovativeness and product interest on product-specific innovativeness, and positive effect of innate innovativeness and product-specific innovativeness on actualized innovativeness were confirmed. Product interest was found to have a stronger power on product-specific innovativeness than innate innovativeness. Gender differences in product interest, product-specific innovativeness, and actualized innovativeness were identified as hypothesized. Female consumer's clothing interest, clothing innovativenss, and actualized clothing innovativeness were higher than male consumers; in addition, male consumer's cars and AI interest, cars and AI innovativenss, and actualized cars and AI innovativeness were higher than female's. The controversial results that indicated the higher innate innovativeness of male consumers useful to further in-depth discussion and research. This study contributed to the theory construction of consumer innovativeness research areas and offered practical implications for new product launching and customer relationship management.

• Journal of the Korean Society of Costume
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• v.43
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• pp.109-124
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• 1999

This study was aimed to analyze consumer's wearing attitude and the purchase behavior of jeans and the jean manufacturer's marketing strategies. Subjects were 448 male and female in their teens twenties and thirties living in Seoul. Data were obtained by self-administered questions and analyzed by SAS package. The main findings of this research are as follows: factors of fashion pursuit famous brand pursuit sexual attraction pursuit practicality pursuit. 2. In analysis between jeans wearing attitude type of information source purchase behavior and demographic characteristics showed signicficant difference partially. 3. The most influential design of jeans purchase was a fitting factor. The consumers preferred low price shops in downtown and colledge area and department store because of it's variety of jean goods. So the market segmentation and the brand positioning method according to consumers' wearing attitude and purchase behavior should be concerned properly in maketing strategy design include product and advertising strategy.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.7
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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.

• Journal of the Korean Society of Food Science and Nutrition
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• v.39 no.5
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• pp.709-718
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• 2010

The study was performed through questionnaire to determine purchase characteristics and consumers' satisfaction for Hanwoo beef for 400 residents in Busan, Gyeongsangnam-do, Daegu and Gyeongsangbuk-do. The results obtained from 363 consumers excluding 37 improperly answered ones were statistically analyzed. The properly answered consumers were classified according to gender, 107 (29.5%) male, 256 (70.5%) female, and ages, 70 (19.3%) twenties, 97 (26.7%) thirties, 131 (36.1%) forties, and 65 (17.9%) over fifties. Consumers having older ages purchased Hanwoo beef more frequently (p<0.05), and Hanwoo specialty shop operated by farmers cooperative was the most popular purchasing sources. Consumers' favorite retail cuts for Hanwoo beef were in the order of loin (43.5%), ribs (22.9%), tender loin (10.5%), brisket (9.9%), round, fore (4.7%), others (3.3%), chuck (2.8%), strip loin, rump (2.5%). For the experiences of purchasing imported beef, 24.55% and 22.3% of consumers answered for 'sometimes' and 'yes', respectively, for the reason of 'low price' (73.3%). Consumers answered 'sometimes' (69.1%) for the question of disguisement of imported beef to Hanwoo beef, and thought traceability (61.7%) and country of origin (17.1%) would be the most effective methods to prevent disguisement. Percentages of responses were 61.1% and 75.5% for traceability and country of origin, respectively, under the assumption of consumer's trustworthiness of above 70%. Prerequisites for Hanwoo beef to succeed as a brand were in the order of taste (3.90 points), consumers' satisfaction (3.28 points), consumers' trustworthiness (3.20 points), safety (3.03 points). Consumers' satisfaction is influenced by the age, academic background and the occupation (p<0.05). Safety is expected to show the difference by the educational background (p<0.05) and the occupation (p<0.01), whereas consumers trustworthiness is influenced by the educational background and income (p<0.05). From the results obtained in the current study, it is concluded that traceability and country of origin is essential to gain consumers' satisfaction and trustworthiness, and that the most important factors for branding Hanwoo beef would be taste and safety.