• International Journal of Costume and Fashion
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• v.10 no.1
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• pp.47-66
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• 2010

New elderly consumer market composed of consumers 50 years or older has both resemblance and difference with younger fashion market. This study aimed to examine the effect of socio-demographic and psychological factors on fashion innovativeness and monthly spending on clothing of new aged elderly consumers with the moderating role of materialism. The study found that socio-demographic factors tended to have direct effects on clothing spending, while psychographic factors have both direct effect and indirect effect through fashion innovativeness. The mediating role of fashion innovativeness in predicting clothing spending was found to be moderated by materialism of new elderly consumers. Marketing implications and limitations were discussed.

• Journal of the Korean Society of Costume
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• v.58 no.2
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• pp.1-14
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• 2008

This study aimed to investigate the associations between clothing consumption values and the ambivalent clothing consuming behavior of young female adults. To explain the ambivalent consuming behavior prevailing in the contemporary fashion market, five dimensional consumption values proposed by Sheth(1991) were adopted as explanatory factors, and fashion leadership and spending were included as moderating factors. Data collecting using written survey instrument yielded one hundred and seventy two complete responses from female consumers aged between 20 and 39. Factor analysis on clothing consumption values resulted in five dimensional structures of consumption values for the sample: expressive, epistemic, functional, social, and fashionable values. Among these, expressive, functional, and social values significantly affected ambivalent consuming behavior. The effect of expressive value was strong regardless of fashion innovativeness, opinion-leadership, and monthly income of consumers, however, the effects of epistemic, functional, and social values were changed depending on the moderating factors.

• The Research Journal of the Costume Culture
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• v.10 no.5
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• pp.493-503
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• 2002

This study examined consumer characteristics and consumers' clothing purchase behavior for each of the four fashion brand types. The ultimate purpose of this study is to suggest the most effective marketing strategy for competitive advantage in fashion brand strategy. The subjects selected for the final analysis are 412 women of age 20 thru 34 in Seoul and areas. The data were analyzed using frequency, percentage, factor analysis, chi-square test, ANOVA, duncan test. The results of our study indicate that it is possible to meaningfully describe and contrast four brand types based on consumer's characteristics and purchase behavior. 1. The clothing brand is classified into four types : Designer brand 10.9%, National brand 27.2%, Middle-price brand 36.2%, Low-price brand 25.7%. 2. There are significant diferences according to four brand types in the demographic traits such as age education and income the average monthly spending on clothing. 3. There are an important discrimination according to tow brand types in their clothing purchase behavior such as information usage, clothing choice criterion and brand choice motivation. 4. Based on the result of this analysis and the review of literature, the brand strategy is suggested that characteristic and products development is efficient way to each brand consumers' purchase need. Therefore each brand which pursue an added value must frame marketing strategy on the basis of the target consumers' sensitivity characteristic according to the fashion consciousness.

• Journal of Fashion Business
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• v.9 no.2
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• pp.40-56
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• 2005

The purpose of this research is to analyze the patterns on consuming basic skin makeup products of female college students, and to provide basic information to understand the patterns of ordinary consumers. The survey was included 283 female students from 5 colleges located in metropolitan area of Seoul. The survey data were analyzed by one-way ANOVA, Duncan test, T-test, chi-scuare-test methods. The results are as follows : 1. 60% of the college students of metropolitan area are doing basic skin makeup for aesthetic reasons in most cases, eye makeup is regarded the most important part, so 92% students have experienced to buy imported cosmetic products because of it's better absorption to skin. 2. Significant correlations were found between the skin types and dissatisfaction about foundation after using. 3. According to demographic variables, significant correlations were found between grade and makeup extent, grade and the reasons why they use imported products. 4. According to demographic variables, significant correlations were found between grade and foundation types used, monthly average living expense and purchasing channels, grade and purchasing channels, price level of the currently using face powder and monthly average living expense, monthly average spending for cosmetic products and level of wealth, price level of the currently using foundation and monthly average living expense. 5. According to demographic variables, significant differences were found in monthly average living expense, monthly average spending for cosmetic product, mother's job, grade.

• The Research Journal of the Costume Culture
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• v.7 no.4
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• pp.111-126
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• 1999

Apparel purchase behaviors were investigated for the high school girls grouped by attitude toward fashion. Differences in attitudes toward fashion were also investigated among the groups determined by demographic characteristics. Data were collected by a self-administered questionnaire survey to 600 high school girls living in Seoul, and 480 were used for the data analysis. Cluster analysis, Chi-sguare analysis, ANOVA, and Duncan\`s multiple range test were used for data analysis. Technical school students and those who spending higher amount of monthly allowances showed favorable attitudes toward fashion. Based on the attitudes toward fashion, respondents were classified into 3 groups : fashion-oriented(32.3%), fashion-conformed(47.3%), and unconcerned(20.4%). Among the 3 groups, the Fashion-oriented tended to make purchase decision for clothing based on there own, or peer\`s opinions, to use personal sources for information search, to spend more money for clothing, and to consider design and brand names as the most important criteria when purchasing apparel products than the less fashion-oriented did. Among clothing styles popular to students, the most appropriately perceived for student wear were semi-formal style, and the least appropriate ones were wearing bold colored and patterned underwear for the purpose of showing out. Most of the popular styles among high school girls were perceived less than appropriate student\`s attire.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.2
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• pp.77-84
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• 2015

According to a recent survey, the sales amount of luxuries and imitations is getting larger. Especially young consumers in 2,30's have a strong desire to own luxuries, so I tried to build a theoretical base on the 20's consuming trend. Meanwhile, targeting university students who represent consumers in 20's, I investigated the recognition of luxuries, shopping experience, main shopping items, monthly spending money, and future purchase intention. I also investigated shopping experience of imitation, main shopping items, purchase reasons, and future purchase intention. I tried to suggest lots of academic and practical implications in marketing strategy building of luxury brand, aiming young consumers in 20's. On the social-psychological view point, young generation have relatively weak sense of control or self-efficacy. So, they are easily submerged in conspicuous consumption by the atmosphere around. As a result of empirical research, I found that Korean students recognized luxuries as excellent in quality, or the world famous brand. In particular, statistically significant gender difference was shown in the luxuries characteristics as the high-quality brand for male students and the world famous brand for female students. Most respondents have experience buying luxuries. And more monthly spending money, more experience they have. Respondents' purchased items were in order of fashion goods, clothing, watches/jewelry, cosmetics/perfume. And the statistically significant differences between gender and monthly spending money were shown. Not many respondents purchased luxuries imitations, and main purchased items were fashion goods. Most of purchase motives are price over quality and economy reason. The phenomena that the respondents of relatively high levels of monthly spending money had lots of luxuries imitations shopping experiences is interesting. Female students showed higher purchase intention for luxuries and imitations than male students. There was no statistically significant difference in grade level, but was found something interesting in monthly spending money. As monthly spending money increased, the purchase intention of luxuries increased, but the purchase intention of luxuries imitations decreased. However, non-linear trend was shown in the specific allowance level. This is replicate of the luxuries imitations purchase experience. Following studies will be needed for the exact interpretation for this. This study is an exploratory and descriptive, but can provide lots of fruitful academic and practical implications in formulating luxuries marketing strategies.

• Fashion & Textile Research Journal
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• v.5 no.5
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• pp.495-502
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• 2003

This study aims to investigate the relationships among sensation seeking tendency and shopping orientation and the preferences of fashion styles of female college students. The sensation seeking was found related with shopping orientation, and style preference. 'Seeking change' tendency and 'seeking unusual sensation' are related to 'hedonic shopping orientation', while 'seeking adventure/satisfying curiosity' is related to 'impulsive shopping orientation'. As 'seeking adventure/satisfying curiosity' increased, the preference of 'vivid character style' increased. The cross-effect of seeking sensation and shopping orientation affected style preference. Allowance and residential location affected the seeking sensation, shopping orientation and preference styles, while monthly spending on clothing and residential type affected shopping orientation only. The students with large allowance showed high 'seeking adventure/satisfying curiosity', high 'brand loyalty and impulsive' shopping orientation, and high preference in 'accessory and conspicuous style'. The students residing in Inchon showed high 'seeking unusual sensation', and 'practical shopping orientation', and low 'accessory and conspicuous style' than Seoul students.