• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.4
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• pp.1574-1584
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• 2012

This study attempts to explore the design sensitivity of both luxury and non-luxury brand products, and its effect on purchase intention. As a result, there was no difference in design sensitivity between luxury and non-luxury brand product, but the effect of design sensitivity on purchase intention was found different between luxury and non-luxury brand. It shows that for luxury brand, the people with high design pursuit of the brand have high purchase intention while for non-luxury brand, the people with high design value of the brand have high purchase intention. It indicates that for luxury brands, consumers already recognize the value of its design, which does not affect the purchase intention. For non-luxury brands, it would be important to let consumers recognize their design value.

• Human Ecology Research
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• v.60 no.3
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• pp.443-458
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• 2022

Generation MZ, a generic term for millennials and members of Generation Z, is an innovation-leading consumer group in the current market. This study aimed to examine the impact of the ethical consumption tendencies of millennials and Generation Z on the purchase intention of social enterprise fashion products. Data were collected from Generation MZ (15-40 years old) by quota sampling based on the demographic variables of gender, age, and region, respectively. Eight hundred responses were analyzed by descriptive statistics, factor analysis, t-test, and regressions using SPSS software. Three value factors (egoistic, altruistic, and biospheric) and three ethical consumption tendency factors (resource saving tendency, eco-friendly tendency, and consciousness of corporate responsibility) were determined by factor analyses. The results confirmed that women, who showed a higher ethical consumption tendency in all three factors, were more altruistic and biospheric than men. Furthermore, women portrayed a more favorable attitude and purchase intention towards fashion products of social enterprises. The results demonstrated that members of Generation Z were more altruistic and biospheric than millennials. Additionally, the attitude, purchase intention, and willingness to pay premium prices were higher in Generation Z members. It was confirmed that higher biospheric values correlated with greater values for the three ethical consumption tendency factors. The altruistic value affected both the resource saving tendency and eco-friendly trend, while the egoistic value had an effect on the resource saving tendency. Both attitude and purchase intention were positively influenced by all three of the ethical consumption tendency factors, and affected the willingness to pay premium prices. This was subsequently influenced by the resource saving tendency and consciousness of corporate responsibility. The results of this study contribute to understanding Generation MZ as a consumer group, and the establishment of marketing strategies for fashion companies.

• Journal of Service Research and Studies
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• v.10 no.3
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• pp.103-118
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• 2020

Chinese economic growth and Chinese adoption of foreign cultures have changed varied phenomena, consumption patterns and consumer life-styles, in particular. In order to understand behavior of Chinese consumers, it is critical to explore their lifestyles and its effects on their purchase behavior. For attaining this goal, our research classifies Chinese consumer lifestyles related to cosmetics, into four types: brand oriented, price sensitive, rational consumption, and impulse buying. The research further analyzes the effects of consumer lifestyles on perceived value, satisfaction, and purchase intention in each case of skin care cosmetics and make-up cosmetics. Significant difference are found in perceived value, satisfaction, and purchase intention of skin care cosmetics exists between brand-oriented type and rational consumption type. This is also the case between rational consumption type and impulse buying type. Purchase intention is only found to be different between rational consumption type and price sensitive type. In case of make-up cosmetics, significant differences in perceived value, satisfaction, and purchase intention in the pairs of brand-oriented type and rational consumption type, rational consumption type and impulse buying type, and rational consumption type and price sensitive type. This implies rational consumption type should be more appropriate target consumers in the Chinese cosmetics market.

• Journal of the Korea Fashion and Costume Design Association
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• v.18 no.4
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• pp.1-15
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• 2016

The object of this study is to find out the influence of college students' consumption value on consumer attitudes towards environmental awareness and clothing environmental behavior. Questionnaires were administered to 236 college students living in DaeguCity and Kyoungbuk province. Frequency, factor analysis, reliability analysis, regression analysis, and t-test were used for data analysis. Our findings are as follows. Consumption value of college students had factors as differentiated, consumption needs, utility, economies ostentation, others awareness, and belonging. Consumer attitudes towards environmental awareness were found as environmental importance, environmental product purchase, environmental product interest, and environmental action. Clothing environmental behavior were found as up cycle, buying eco-friendly clothing, active participation, saver purchase, and eco-friendly clothing management. The result of this study showed differentiated, others awareness, and belonging had significant effect of environmental product purchase and consumption needs, utility, and belonging had significant effect of environmental action. Differentiated, and others awareness had significant effect of up cycle, buying eco-friendly clothing, active participation, and eco-friendly clothing management. Gender of college students showed significant differences consumption value, consumer attitudes towards environmental awareness, and clothing environmental behavior.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.6
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• pp.779-794
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• 2019

This study examines the effects of brand belief of a mass offline retailer on the perceived value, attitude, and purchase intention toward the products of emerging fashion designer brands in the context of marketing collaborations between emerging fashion designer brands and a mass offline retailer. We invited 198 adults aged 20 to 59 to an online survey who were asked to read a news article and respond to a questionnaire. The results of structural equation modeling show that brand belief of a mass offline retailer positively influences the perceived value of the products of emerging fashion designer brands. The perceived value also positively influences the attitude toward the products that subsequently enhances purchase intention. The findings suggest that emerging fashion designer brands should strategically select a mass offline retailer as their collaboration partner by considering consumer perceptions of the retailer brand because the brand belief of the retailer may have a halo effect on a consumer evaluation of the products of emerging fashion designer brands.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.9
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• pp.1452-1462
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• 2009

This research investigates the factors influencing price sensitivity in fashion products. This study incorporates three essential variables, which were likely to influence price sensitivity: the subjective shopping value of consumers, objective purpose of use, and social situation according to the shopping companions of consumers. A sample of young adult consumers (who had purchase experience of fashion products during the last six-months) was surveyed using a self-administered questionnaire. A 3-way ANOVA was used to evaluate the data. The results show that the utilitarian shopping value of consumers was more sensitive in price than the hedonic shopping value and a self-using purchase was more sensitive in price than a gift-giving purchase. In addition, a correlation effect was significant between the purpose of use and social situation. In addition, the correlation effect among all of the three variables was also significant.

• Journal of Information Management
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• v.40 no.1
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• pp.183-197
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• 2009

With development of the internet, internet shopping is taking its place as one of digitalization industries transcending time and space beyond the scope of commercial activities as the means of goods sales and purchase. We studied about the relations of customer value, environment of internet shopping mall, customer satisfaction and loyalty. Customer value is customers' subjective evaluation, which is formed after their purchasing and consuming. Customer satisfaction can be characterized as post-purchase evaluation of product quality given pre-purchase expectations. Customer loyalty is a potentiality or ensure of durative relationship between customer and enterprises. Customer satisfaction functions as an antecedent of customer loyalty, while customer value does customer satisfaction. It prevents customer churn and consolidates retention, thereby constituting an important cause of customer loyalty. This study shows that customer value, environment of internet shopping mall and customer satisfaction are each found to have a direct effect on customer loyalty. The results provide empirical support for relation between customer satisfaction and loyalty. To increase customer satisfaction and customer loyalty in internet shopping mall is the primary purpose of this study. We believe that only high quality based customer programs accompanied by well designed loyalty programs can be effective in increasing customer retention.

• The Journal of Industrial Distribution & Business
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• v.14 no.8
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• pp.1-8
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• 2023

Purpose: This research aims to identify positive connections between digital fashion product value and consumer purchase behavior. The research tries to offer valuable insights and implications for fashion industry practitioners, enabling them to harness the power of the Metaverse to enhance customer engagement, drive sales, and stay ahead in this ever-evolving digital landscape. Research design, data and methodology: The research design for this study is a systematic literature review. A systematic and rigorous approach was adopted to ensure the reliability and validity of the research findings. By conducting this kind of approach to achieve the purpose of the study, this research aims to comprehensively analyze existing academic articles, peer-reviewed journals, and relevant publications related to the topic. Results: According to various academic search engines, the results revealed several dimensions of value associated with digital fashion products on the Metaverse platform, which significantly influence consumer perceptions. These dimensions of value extend beyond traditional tangible attributes and are uniquely shaped by the immersive and interactive nature of the virtual environment. Conclusions: All in all, the findings highlighted the significance of experiential value in driving purchase behavior. Creating immersive and interactive virtual shopping experiences emerged as a crucial strategy for fashion industry practitioners to engage potential consumers effectively.

• Journal of Global Scholars of Marketing Science
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• v.20 no.1
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• pp.15-26
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• 2010

Due to the globalization across various industries and cultural trade among many countries, oriental concepts have been attracting world’s attentions. In fashion industry, one's traditional culture is often developed as fashion theme for designers' creation and became strong strategies to stand out among competitors. Because of the increase of preferences for oriental images, opportunities abound to introduce traditional fashion goods and expand culture based business to global fashion markets. However, global fashion brands that include Korean traditional culture are yet to be developed. In order to develop a global fashion brand with Korean taste, it is very important for native citizen to accept their own culture in domestic apparel market prior to expansion into foreign market. Loungewear is evaluated to be appropriate for adopting Korean traditional details into clothing since this wardrobe category embraces various purposes which will easily lead to natural adaptation and wide spread use. Also, this market is seeing an increased demand for multipurpose wardrobes and fashionable underwear (Park et al. 2009). Despite rapid growth in the loungewear market, specific studies of loungewear is rare; and among research on developing modernized-traditional clothing, fashion items and brands do not always include the loungewear category. Therefore, this study investigated the Korean loungewear market and studied consumer evaluation toward loungewear with Korean traditional fashion design elements. Relationship among antecedents of purchase intention for Korean traditional fashion design elements were analyzed and compared between lifestyle groups for consumer targeting purposes. Product quality, retail service quality, perceived value, and preference on loungewear with Korean traditional design elements were chosen as antecedents of purchase intention and a structural equation model was designed to examine their relationship as well as their influence on purchase intention. Product quality and retail service quality among marketing mixes were employed as factors affecting preference and perceived value of loungewear with Korean traditional fashion design elements. Also effects of preference and perceived value on purchase intention were examined through the same model. A total of 357 self-administered questionnaires were completed by female consumers via web survey system. A questionnaire was developed to measure samples' lifestyle, product and retail service quality as purchasing criteria, perceived value, preference and purchase intention of loungewear with Korean traditional fashion design elements. Also, loungewear purchasing and usage behavior were asked as well in order to examine Korean loungewear market status. Data was analyzed through descriptive analysis, factor analysis, cluster analysis, ANOVA and structural equation model was tested via AMOS 7.0. As for the result of Korean loungewear market status investigation, loungewear was purchased by most of the consumers in our sample. Loungewear is currently recognized as clothes that are worn at home and consumers are showing comparably low involvement toward loungewear. Most of consumers in this study purchase loungewear only two to three times a year and they spend less than US$10. A total of 12 items and four factors of loungewear consumer lifestyle were found: traditional value oriented lifestyle, brand-affected lifestyle, pursuit of leisure lifestyle, and health oriented lifestyle. Drawing on lifestyle factors, loungewear consumers were classified into two groups; Well-being and Conservative. Relationships among constructs of purchasing behavior related to loungewear with Korean traditional fashion design elements were estimated. Preference and perceived value of loungewear were affected by both product quality and retail service quality. This study proved that high qualities in product and retail service develop positive preference toward loungewear. Perceived value and preference of loungewear positively influenced purchase intention. The results indicated that high preference and perceived value of loungewear with Korean traditional fashion design elements strengthen purchase intention and proved importance of developing preference and elevate perceived value in order to make sales. In a model comparison between two lifestyle groups: Well-being and Conservative lifestyle groups, results showed that product quality and retail service quality had positive influences on both preference and perceived value in case of Well-being group. However, for Conservative group, only retail service quality had a positive effect on preference and its influence to purchase intention. Since Well-being group showed more significant influence on purchase intention, loungewear brands with Korean traditional fashion design elements may want to focus on characteristics of Well-being group. However, Conservative group's relationship between preference and purchase intention of loungewear with Korean traditional fashion design elements was stronger, so that loungewear brands with Korean traditional fashion design elements should focus on creating conservative consumers' positive preference toward loungewear. The results offered information on Korean loungewear consumers' lifestyle and provided useful information for fashion brands that are planning to enter Korean loungewear market, particularly targeting female consumers similar to the sample of the present study. This study offers strategic and marketing insight for loungewear brands and also for fashion brands that are planning to create highly value-added fashion brands with Korean traditional fashion design elements. Considering different types of lifestyle groups that are associated with loungewear or traditional fashion goods, brand managers and marketers can use the results of this paper as a reference to positioning, targeting and marketing strategy buildings.

• The Research Journal of the Costume Culture
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• v.27 no.1
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• pp.20-32
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• 2019

This study examined whether and how consumers who seek a bargain in their shopping for luxury fashion brands differ from traditional luxury consumers or non-luxury consumers on their market-related attitudes. To do so, this study compared multi-dimensional perceived values, fairness price perceptions, satisfaction with purchase, brand loyalty, and future purchase intention among luxury consumers, luxury-bargain seekers, and non-luxury consumers. Data was obtained from online surveys and the market-related attitudes were compared using an ANOVA test. The comparion of three types of consumers revealed that luxury-bargain seekers and regular luxury consumers are distinct consumer markets. Overall, luxury consumers displayed high perceived values and brand loyalty and were fairly satisfied with the purchase at full-prices. On the other hand, luxury-bargain seekers showed significantly low perceived social value, perceived fairness toward the original price of the brands, and brand loyalty. They were satisfied with the bargain purchase but not likely to purchase the luxury at full-prices in the future. Understanding these distinct types of consumers and targeting them with different product and pricing strategies are important for luxury brands and retailers to expand luxury consumer base without diluting their brands' prestige image. Potential marketing strategies based on the findings of this study were suggested.