• 한국의상디자인학회지
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• 제6권3호
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• pp.67-81
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• 2004

This research demonstrates clothing consumption values, fashion preferences of career women from the early 1920s to late 1930s. And having thorough understanding of values and preferences, allows us to establish marketing strategies for clothing companies. The main purpose of this study is (1) to formalize consumer group based upon the clothing consumption values, (2) to find for characteristics of consumer depending on classification of consumption value in clothing, (3) to understand the preferences of career women about fashion trends. Analyzing data was performed 292 copies, resulting factor analysis, Cluster analysis, X-test, Anova, Tukey test, t-test, frequency analysis, and reliability analysis. This paper showed 7 distinctive characteristics of career women about clothing consumption value. These characteristics can be listed as 1) value of brand image, 2) value of self-expression, 3) functional values, 4) epistemic values, 5) coordination values, 6) social values 7) psychological values. Importantly, brand image value became most significant aspects among 7 factors. Analyzing consumers based upon stated 7 factors, it was found that they are segregated into 4 groups; Self-expressive Group, Psychological Stability Group, Functional Group, Social Group. Secondly, for fashion trend preferences, self-expressive group, psychological stability group, and functional group favored Romantic Feminine Style respectively. Social Group showed preference in Nu-Basic'. The reason for such trend dealt with fabric materials and colors. Finally examining population statistics, younger generations showed more preferences in Nu-Basic', and consumers from ages of 26 to 28, 32 to 34 showed preferences in Romantic Feminine' regardless of their household income, clothing related expenditures, jobs, and education level. On the other hand, 'Modem Classic' was popular among college graduates and 'Paradise' was somewhat less popular among all ages except from ages of 32 to 34, consumers consumption 300,000Won to 400,000Won on clothing related expenditures. And 'Energy' seemed to attract more highly educated females, who had more than masters in degrees with over 300,000 to 400,000Won for clothing related expenditures.

• 대한가정학회지
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• 제45권7호
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• pp.1-15
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• 2007

The purpose of this study is getting information for making a plan of immigrant workers in Korea. As a first step to suggest plans for immigrant workers who have multi-cultural background, this study investigated to the domestic living of Koreans(ChoSun-Tribe) of Gillim province in China. For this, usage of domestic space questionnaire were used. Results of the research were as follows. 1. The most popular LDK type was the one which kitchen was separated from living room and dining room. Most of them thought that kitchen and living room have to be separated. 2. There was no plan for laundry room specially and most houses have a washing machine in the bathroom. Most houses didn't install a bathtub in the bathroom and they didn't think that it was indispensable. 3. It was estimated that they used a living room as a multi-purpose room for the family but used a master bedroom for its own purpose. 4. They used a table and chair for meals normally but they took meals sitting on the floor with a large family or guest. 5.All of them took off the shoes inside of the house for hygienic reason. There was no plan for the space to take on-off shoes in most houses and they just put the mat on the floor for it. 6. Modified Ondol system which use water pipe under the floor was popular in apartment while most detached houses had traditional Ondol system. The satisfaction about Ondol system was very high compared to other ones and also Ondol system was the most desirable one for ChoSun-Tribe.

• 유통과학연구
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• 제13권3호
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• pp.79-91
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• 2015

Purpose - First, the study identifies and analyzes consumer preferences with regard to health foods and supplements. Second, it identifies and analyzes consumer preferences with regard to the properties of Vitamin C supplements. Third, in order to provide a basic data for the development of Vitamin C supplements and to measure how consumers value the properties of different Vitamin C products, a consumer survey was conducted through the choice-based conjoint model. Based on the results, the research estimates consumers' relative product-related priorities as well as price levels and willingness to pay (WTP) for different product types, and makes suggestions regarding consumer-oriented new product development and progressive directions for the successful launch of health foods and supplements. Research design, data, and methodology - This study aims to define the attributes of health foods and supplements based on several characteristics including their natural ingredients, product price, product originality, natural ingredient content, and additional functional ingredients, and makes suggestions regarding strategic market pricing and product development for health foods and supplements according to customer attitudes and characteristics. The research used choice-based conjoint analysis methodology based on the Multinomial Logic Model and collected 94 questionnaires filled out by users of Korean Vitamin C supplements. Results - Product price is the most influential factor among the five analyzed properties. When consumers buy Vitamin C products, the relative significance level of four of the examined properties is as follows: 40.9% for product price, 23.3% for product originality, 21.9% for natural ingredient content, and 13.9% for additional functional ingredients. Vitamin C content is excluded as it is not a statistically significant factor. It is interesting that supplement manufacturers and retailers consider Vitamin C content to be very important whereas consumers do not regard it as an important factor at the time of purchase. The results for the marginal willingness to pay (MWTP) for each property of Vitamin C supplements show that consumers are willing to pay an additional 11,146 Korean won for a 50% increase in the natural ingredient content. With regard to product originality, consumers are willing to pay an additional 11,301 Korean won for products manufactured in Europe than for products manufactured in China. Moreover, consumers show a greater preference for products manufactured in Korea than in Europe. However, consumers are not willing to pay more for additional Vitamin C or additional functional ingredients added to Vitamin C products. Conclusions - According to the results of consumer research on Vitamin C supplements, which represent a popular health food supplement in Korea, most Korean health food and supplement companies are not consumer- or market-oriented when developing new products. Companies gather information from either R&D specialists or sales managers and their opinions are highly reflected in new product development. The study's results will help companies recognize the importance of understanding consumers' unmet needs in advance to develop new products in the future.

• 복식
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• 제56권2호
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• pp.134-146
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• 2006

Modern society is a multi-cultural consumer society, and there are multiple trends to cater to the tastes of diverse consumers with different sociocultural background. To grasp fashion trends in fast-changing society, how consumer life is changing and what sort of trend is prevailing should be understood above all. A major fashion trend keeps on changing in every season, and that is an extensive and compound measure of what affects the lives and values of cultural receivers who take the lead in it. The purpose of this study was to delve into what sorts of trends were presented in the 21st century's different cultures, how those cultures were reflected in fashion trends, and how design elements predicted by fashion trends could serve as the sources of design that could create a new fashion. The findings of the study were as follows: First of all, the theories of popular culture and trends were reviewed to describe how general receivers found meaning and delight in the products of cultural industry in their own way and how the products were converted into diverse cultural media. Secondly, consumer styles were discussed by classifying consumers into six groups, twixter, duppie, Ubi-Nomad, NONOS, LOHAS and chav, who were generated by changing cultural codes. Thirdly, sociocultural trends and consumer changes brought a lot of diverse changes to fashion trends. The visual materials about the 2005 S/S, F/W Collection were examined to track how changing trends affected fashion style.

• 한국HCI학회:학술대회논문집
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• 한국HCI학회 2008년도 학술대회 2부
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• pp.629-633
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• 2008

한국 사회에서 동영상 컨텐츠와 UCC 는 새로운 문화 현상이면서 광고 도구로써 많은 기대를 받고 있는 동시에 한편으로 수익성 모델 부재 및 저작권 등의 문제를 안고 있다. 이에 본 연구는 동영상 컨텐츠 및 UCC 사용자들의 유형을 파악함으로써 UCC 서비스의 성격이 무엇인가를 확인하면서, UCC 서비스가 소비자 에게 유의미한 상품의 하나로 수용되는 기제를 설명하고자 한다. 연구 대상이 된 사이트는 국내 대표적인 UCC 사이트이자 개인 방송국 서비스 제공하는 포탈이다. 연구방법은 사용자들이 보이는 활동을 기준으로 사용자들을 구분하고, 이를 통해서 각 사용자 유형이 보이는 주요 이용 행동 특성과 핵심 가치를 탐색하였다. 총 96개의 사용 행동 문항을 사용하였으며 연구참여자는 39명이었다. 분석 결과 라이브 동영상 서비스의 특성을 가진 UCC 서비스의 경우, '깍쟁이', 'B급 연예인', '시청자', '야심가', '휴머니스트', '패리스 힐튼' 총 6유형의 사용자집단이 있다는 것을 확인하였다. 각각의 사용자유형은 동영상 컨텐츠를 각기 다른 방식으로 활용할 뿐 아니라 동영상 서비스에 부여하는 가치도 달랐다. 본 연구는 동영상 컨텐츠나 UCC 시장에서 핵심 소비자이 누구이며, 이것을 기반으로 유의미한 비즈니스 모델을 설정할 수 있는 전략 포인트를 제공할 수 있을 것이다.

• 디지털융복합연구
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• 제18권10호
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• pp.195-206
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• 2020

본 연구는 소셜미디어 이용자의 소비자 혁신성 등의 특성이 국내에서 많이 사용되는 소셜미디어 이용에 미치는 영향을 분석한다. 이를 위하여 2019년 한국미디어패널데이터의 소셜미디어 이용과 이용자 특성에 관한 자료를 활용하여 소셜미디어 이용 여부를 프로빗 모형과 다항 프로빗 모형으로 추정하였다. 분석결과 기능적, 쾌락적 혁신성을 가진 이용자는 소셜미디어를 이용하기 쉽고 이에 비하여 인지적 혁신성을 가진 이용자는 소셜미디어를 이용하지 않을 것으로 분석되었다. 개별 소셜미디어의 이용과 관련하여 기능적 혁신성은 카카오스토리의 이용 확률을 높이고 쾌락적 혁신성은 인스타그램의 이용 확률을 증가시키나 인지적 혁신성은 카카오스토리, 네이버 밴드의 이용 확률을 감소시키는 것으로 나타났다. 본 연구는 기업이 혁신성과 관련된 제품을 홍보함에 있어 어떤 소셜미디어를 채택할 것인가에 관한 정보를 제공할 수 있을 것으로 기대된다. 향후 연구에서는 소셜미디어 이용자가 몇가지 소셜미디어를 동시에 사용한다는 가정하에서 분석을 시도하는 것도 필요해 보인다.

• 대한가정학회지
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• 제42권3호
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• pp.105-118
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• 2004

Cable TV Home Shopping is one of the popular distribution channels in modem society because of purchasing convenience and saving in shopping time. However, in spite of these advantages, there are some problems because of marketing strategies of many Cable TV shopping companies which stimulate impulse purchases. This study is aimed to find the relationship between buying experience and reaction to impulsive buying stimulus. This study can give a valuable insight in consumer education regarding impulsive purchase behavior in Cable TV home shopping. Study results can also give useful information on the direction of consumer campaign and consumer protection policies. The data was collected by using a questionnaire and the final 496 cases were analyzed by SPSS Win 10.0 program. The major finding were that: 1. Younger, more educated and unmarried consumers tend to response more to impulsive purchasing stimulus. 2. consumers with higher response to impulsive purchasing stimulus had more buying experience, higher shopping frequencies and spent more money in Cable TV home shopping than consumers with lower response. These study results showed that there are some relationship between impulse purchasing stimulus and buying experience in Cable TV home shopping. Therefore, Cable TV Home Shopping companies should provide correct information to the consumers, so they can make resonable decisions. And the consumers should also try to restrain themselves from purchasing impulsively. A law that will regulate all false or exaggerated ads should be provided. To reach righteous and beneficial home shopping culture for both consumer and companies, all these means should be cooperated.

• Asia Marketing Journal
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• 제18권2호
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• pp.63-93
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• 2016

As one of the most popular forms of electronic commerce, cross-border e-commerce provides numerous consumer benefits, such as broad and deep product assortments at low prices. However, consumers tend to exhibit high involvement in cross-border e-commerce purchases due to high risks associated with such purchases. The paper focuses on identifying causal relationships between e-commerce website traits (i.e., website trustworthiness, interactivity and convenience) and consumer satisfaction and along with loyalty. We proposed a reflective-reflective hierarchical model (first-order reflective and second-order reflective model) and used the Partial Least Square Analysis Statistical method to test the hypotheses. The results demonstrated that website trustworthiness, convenience and interactivity were all positively related to consumer satisfaction. Also, higher satisfaction led to stronger customer loyalty, which may well increase revisit intentions. We also compared the strength of each path from a website trait to satisfaction. Results illustrated that the path from website convenience to satisfaction is the strongest among the three website traits. In addition, we separately examined differences within Korean group and Chinese group. No statistically significant difference among website traits was found within Korean group. However, within Chinese group, we found that website convenience is the most important predictor of satisfaction. This indicates that Chinese consumers are more concerned about the website convenience than interactivity and trustworthiness when they make cross-border e-commerce purchases. Moreover, this study investigated possible differences between Korean and Chinese group. We used multi-group analysis of Smart PLS 3.0 to test the results. It was shown that the two groups do not display statistically significant difference in trustworthiness, interactivity, or convenience in influencing customer satisfaction. Finally, we presented further implications which are useful for understanding of the proposed model. Limitations and improvements of this research were presented, too.

• 복식문화연구
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• 제32권2호
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• pp.199-214
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• 2024

Until now, research on consumers' purchasing behavior has primarily focused on psychological aspects or depended on consumer surveys. However, there may be a gap between consumers' self-reported perceptions and their observable actions. In response, this study aimed to investigate consumer purchasing behavior utilizing a big data approach. To this end, this study investigated the purchasing patterns of fashion items, both online and in retail stores, from a data-driven perspective. We also investigated whether individual consumers switched between online websites and retail establishments for making purchases. Data on 516,474 purchases were obtained from fashion companies. We used association rule analysis and K-means clustering to identify purchase patterns that were influenced by customer loyalty. Furthermore, sequential pattern analysis was applied to investigate the usage patterns of online and offline channels by consumers. The results showed that high-loyalty consumers mainly purchased infrequently bought items in the brand line, as well as high-priced items, and that these purchase patterns were similar both online and in stores. In contrast, the low-loyalty group showed different purchasing behaviors for online versus in-store purchases. In physical environments, the low-loyalty consumers tended to purchase less popular or more expensive items from the brand line, whereas in online environments, their purchases centered around items with relatively high sales volumes. Finally, we found that both high and low loyalty groups exclusively used a single preferred channel, either online or in-store. The findings help companies better understand consumer purchase patterns and build future marketing strategies around items with high brand centrality.

• 패션비즈니스
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• 제12권4호
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• pp.1-14
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• 2008

The domestic handbag market has potential of growth - the key to protect this growing market from foreign makers is good design and better quality. 68 people(29.6%)out of 230 survey participants report 'to own 5 handbags', and the most popular(frequently reported) maker is 'MCM', owned by 49 participants(21.3%). 150 participants(65.2%) out of 230 total participants purchase at least one handbag a year, and 136 participants(59.7%) out of 230 spend between 110,000 and 200,000 Korean wons. 52 participants(22.6%) out of 230 own high-end handbags worth 500,000 Korean won or more. Among the high-end handbags, Louis Vuitton is the most popular, owned by 19 participants. The overall criteria in handbag purchase are 'color', 'price', 'pattern and logo', 'reputation', 'material', 'storage room', and 'size', in the descending order of importance. The most frequently desired benefit in handbag purchase is 'to stay through trends' i.e. not to go out of fashion too easily. The favored designs are made with rectangle shape with large width, soft material, attached handles, leather material, modern style. The most frequently cited reason to purchase a high-end brand item is 'because of high quality'.