• 패션비즈니스
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• 제7권4호
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• pp.93-104
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• 2003

This study investigated clothing shopping propensity and consumer awareness of Chinese adult men to provide necessary basic data for effective construction to cope with inroads into Chinese men's wear market. Research subjects were Chinese men in big five city (Beijing, Shanghai, Dalian, Harbin, Guangzhou). Returned 863 questionnaires were analyzed by mean, factor analysis, ANOVA, Duncan's Multiple Range, regression analysis with SPSS 10.0. Results of this research were as follows: 1. Chinese men's apparel shopping propensity factors were analyzed by four groups, such as fashion toward propensity, consume propensity, brand loyalty propensity, and casual preference propensity. 2. Consume propensity among 4 factors influenced most on consumer buying awareness. Brand loyalty propensity among 4 factors influenced most on consumer brand awareness. Fashion toward propensity influenced most on consumer fashion awareness. 3. According to region, there were significant differences to four grouped apparel shopping propensities. Harbin, Guangzhou were indicated higher fashion toward propensity than other areas. Guangzhou was indicated higher consume propensity than Dalian. Dalian was showed lower brand loyalty propensity than other areas. Beijing was showed higher casual preference propensity than Guangzhou. According to income, there were significant differences to four apparel shopping propensities. Highest income group was showed higher fashion toward propensity than other income. The higher men earned income, the higher brand loyalty propensity. Highest income group was showed lower casual preference propensity than lowest income.

• 한국의류산업학회지
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• 제14권1호
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• pp.75-82
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• 2012

Compared to off-line, on-line word-of-mouth has fast dissemination speed and extensive effects based on interactive features. Moreover, in the age of Web 2.0, on-line media has made consumers evolve from simple purchasers to producers, who intervene into product manufacturing through on-line WOM. According to this, this study is conducted to clarify how consumer's prosumer propensity affects WOM in detail when purchasing fashion products on-line through website interactivity and perceived usefulness of WOM. The results are as follows. 1. Consumer's prosumer propensity is classified in four dimensions: the propensity to participate, the propensity to relate, the propensity to amuse and the propensity to create. 2. The sample has shown low prosumer propensity overall, and there were no gender differences. 3. Testing structural equation model, it was clarified that the higher the consumer's prosumer propensity, the higher the consumer's evaluation of website interactivity and thus the greater the WOM effect through its perception of usefulness. 4. There were some differences in the path of structural equation model according to consumer's prosumer propensity. From the results, it can be concluded that consumer's prosumer propensity is a key factor in the on-line WOM. Therefore fashion businesses should actively utilize consumer's prosumer propensity to apply their opinion in the product planning stage or use it as the means of company-friendly viral marketing.

• 한국의류산업학회지
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• 제14권4호
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• pp.578-587
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• 2012

This study explored an impact of consumer innovativeness on fashion consumption propensity and clothing satisfaction, focusing on female consumers in 20's and 30's. Specifically, the smart phone users had been the subjects of study because they accept new things earlier than others. The collection of data was carried out for one month in September 2011, and a total of 390 copies were used for final analysis. A statistical package SPSS 16.0 was used for analysis of data. First, the impact of innovativeness on fashion consumption propensity was explored. It was found that the innovativeness has impact on ostentation-seeking propensity and personality-seeking propensity. The impact of innovativeness on the clothing satisfaction was explored. It was found that the innovativeness has negative impacts on tangible value satisfaction and intangible value satisfaction. Second, it was found that if an innovative consumer has less ostentation-seeking propensity and less personality-seeking propensity, the innovative consumer gets more satisfaction from tangible value of clothes. On the other hand, if an innovative consumer has less ostentation-seeking propensity, the innovative consumer gets more satisfaction from intangible value of clothes. Third, the differences in consumer innovativeness, fashion consumption propensity and satisfaction dependent on the age of consumers were explored. In innovativeness and fashion consumption propensity, fashion-seeking propensity and personality-seeking propensity had significant differences between different age groups. In satisfaction, tangible value satisfaction had significant difference between different age groups. However, there was no significant differences between different age groups in ostentation-seeking propensity, economy-seeking propensity and intangible value satisfaction.

• 한국프랜차이즈경영연구
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• 제11권1호
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• pp.31-44
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• 2020

Purpose: The baby boomers and the millennials, who make up the largest share of the market, are showing the gap in their differentiated cultural styles. The purpose of this study is to study the consumption propensity and purchasing determinants of the baby boomers generation and the millennials generation, which have become a very important key pillar in shaping the market based on the cultural dimension model theory of h(=>H)opstead, and to identify the difference Research design, data, and methodology: In order to verify the research hypotheses, The data was collected from the baby boomers and the millennials using online questionnaires. The pre-test was conducted from October 10 to 12, 2019, and the main survey was conducted from October 15 to 25. A total of 230 copies were recalled, and the final 219 copies were used for the final analysis. Results: The consumption propensity between the baby boomers and the millennials differed in resource saving purchase propensity and impulse buying propensity. The baby boomers showed higher resource saving purchase propensity than the millennials, while the millennials showed higher impulse buying propensity. There was a difference in the determinants to purchasing only in the evaluation factor. Results of gender differences by generation, baby boomers differed in their planned purchase propensity, and women were higher. The millennials generation differed in resource saving purchase propensity and awareness propensity for others, all higher in men. In determinants to purchasing, the baby boomers did not differ in gender, and the millennials did differ in product factors. A canonical correlations analysis of the relationship between the baby boomers and the millennials showed a significant relationship between consumption propensity and determinants to purchasing. Also, the baby boomer generation has the biggest link between impulse buying propensity and evaluation factor. The millennials generation showed the biggest link between resource saving purchase and product factors. Conclusions: This study compared consumption propensity and determinants to purchasing of baby boomers and millennials on the basis of Hopstead's cultural dimension model theory to identify differences between generations, presenting practical and theoretical implications for establishing a correct understanding and specific marketing strategy among generation.

• 한국조사연구학회지:조사연구
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• 제10권1호
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• pp.169-186
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• 2009

본 연구는 사회조사에서 무응답으로 인한 편향을 축소하는 방안으로 성향점수를 이용하는 방법과 사례를 설명하기 위해서 성향점수 방법의 이론적인 개념과 배경을 정리하였다. 또한 성향점수 방법을 처음으로 적용한 역학적인 관찰연구에서 성향점수 모형의 정의와 이론적 배경을 살펴보았고 추정에서 편향의 축소방법으로 이용되는 가지 성향점수 방법을 정리하였다. 성향점수로 짝짓기는 통제그룹의 데이터가 상대적으로 많을 경우에 이용되고 부차분류법은 통제그룹의 모든 데이터를 이용할 수 있으며 회귀모형을 이용한 보정은 다중공변량에서도 사용할 수 있을 뿐만 아니라 각 관찰단위에 성향점수 값을 산출하여 사용할 수 있는 특징이 있다. 그리고 사회여론조사에서 항목무응답으로 인한 편향을 축소하는 데 성향점수 가중법을 적용하는 절차를 제안하고 기존의 데이터를 이용하여 실제 적용에 대한 가능성을 검토하였다.

• 한국의류학회지
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• 제43권5호
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• pp.605-619
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• 2019

This study investigates the effects of fashion consumers' individualism collectivism propensity, social capital and Instagram usage propensity on evaluations for fashion influencer's attributes on Instagram. This study conducted a questionnaire survey of 20 to 30 year old male and female Instagram users. A total of 483 replies were submitted and 467 of the replies were used in the final analysis. The quantitative data collected through questionnaires were analyzed using reliability analysis using SPSS 18.0 while AMOS 18.0 was used to test the model fit and a structural equation modeling between the variables. The results indicated that vertical collectivism and vertical individualism were found to be related to relationship seeking propensity; only vertical individualism was found to be related to information seeking propensity. Furthermore, relationship seeking propensity and information seeking propensity were both related to the fashion influencer's attributes of professionalism, intimacy and attractiveness.

• 한국신뢰성학회지:신뢰성응용연구
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• 제16권4호
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• pp.323-330
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• 2016

Purpose: Recently, propensity score matching method is used in a large number of research paper, nonetheless, there is no research using fitness test of before and after propensity score matching. Therefore, comparing fitness of before and after propensity score matching by logistic regression analysis using data from 'online survey of adolescent health' is the main significance of this research. Method: Data that has similar propensity in two groups is extracted by using propensity score matching then implement logistic regression analysis on before and after matching separately. Results: To test fitness of logistic regression analysis model, we use Model summary, -2Log Likelihood and Hosmer-Lomeshow methods. As a result, it is confirmed that the data after matching is more suitable for logistic regression analysis than data before matching. Conclusion: Therefore, better result which has appropriate fitness will be shown by using propensity score matching shows better result which has better fitness.

• Journal of the Korean Data and Information Science Society
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• 제26권1호
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• pp.217-227
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• 2015

In observational study, handling confounders is a primary issue in measuring treatment effect of interest. Historically, a regression with covariate adjustment (covariate-adjusted regression) has been the typical approach to estimate treatment effect incorporating potential confounders into model. However, ever since the introduction of the propensity score, covariate-adjusted regression has been gradually replaced in medical literatures with various balancing methods based on propensity score. On the other hand, there is only a paucity of researches assessing propensity score methods compared with the covariate-adjusted regression. This paper examined the performance of propensity score methods in estimating risk difference and compare their performance with the covariate-adjusted regression by a Monte Carlo study. The study demonstrated in general the covariate-adjusted regression with variable selection procedure outperformed propensity-score-based methods in terms both of bias and MSE, suggesting that the classical regression method needs to be considered, rather than the propensity score methods, if a performance is a primary concern.

• 패션비즈니스
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• 제15권5호
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• pp.28-42
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• 2011

The purpose of this study was to classify cosmetics shopping propensity and analyze the relationship between cosmetics shopping propensity typology, cosmetics behavior, and purchasing behavior of female cosmetics consumers. Questionnaires were administered to 455 famale consumers living in Deagu and Kyungbook province. Data were analyzed by using frequency, factor analysis, cluster analysis, correlation analysis, $X^2$-test, ANOVA, and Duncan-test. The findings are as follows. Cosmetics shopping propensity typologies of female consumers were classified into four groups such as economic, band loyalty, passive, and impulse display shopping. In the relationship of the cosmetics shopping propensity was related to the sub-variables of cosmetics behavior. Cosmetics shopping propensity groups showed different all the sub-variables of cosmetics behavior factors. Cosmetics shopping propensity groups showed connected with the sub-variables of cosmetics purchasing behavior factors.

• 한국생활과학회지
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• 제13권4호
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• pp.581-598
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• 2004

The purpose of this study is to analyze the conspicuous consumption propensity of middle schoolers and to develop effective consumer education programs which help improve consumer socialization. Empirical data were collected by using a questionnaire for 500 middle schoolers who reside in the city of Daegu. The results of this study are as follows: First, significant differences in materialistic propensity can be found. It results from the difference in parents' educational background, amount of monthly pocket money, influence of mass media and friends, and the consumer education hosted by schools. Second, significant differences in the conspicuous consumption propensity can be found. It comes from the difference in materialistic propensity and control of purchasing behaviors. Third, the variables affecting the middle schoolers' propensity of conspicuous consumption include influence of mass media and friends, control of purchasing behaviors, influence of materialistic propensity, amount of monthly pocket money, and mother's educational background. Lastly, this study helps develop consumer education programs for the teenagers. The program should use statistics data, Internet, presentation materials, putting higher priority on experience activities, survey, analysis, discussion, and presentation rather than theoretical education.