• Journal of the Korean Society of Food Culture
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• v.25 no.6
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• pp.764-769
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• 2010

The aim of this study was to examine how customers perceive storytelling at a real local restaurant and to understand how consumption reflects their evaluation by understanding their values. Participants received information from a real local restaurant in the Gangneung area to examine the effects of storytelling and to evaluate their affective attitudes towards local restaurant stories, word-of-mouth intentions, and purchasing intentions using a seven-point Likert scale. A total of 310 consumers were used. A factor analysis was performed to identify consumption value characteristics and factor structure, which consisted economic value, emotional value, and epistemic value. To test whether local restaurant consumers could be classified into homogenous groups based on their consumption values, a three cluster solution was selected, and a Kmeans cluster analysis was performed. As a result, three groups were identified and labeled appropriate for their scores based on each of the consumption values; emotional value-oriented consumers to cluster 1, epistemic value-oriented consumers to cluster 2, and economic value-oriented consumers to cluster 3. An analysis of variance was used to examine the differences in the affective attitudes towards storytelling at the local restaurant, purchasing intentions, and word-of-mouth intentions across the three clusters. The epistemic value-oriented consumers had the highest score for all three variables. In contrast, economic value-oriented consumers had the lowest scores for the three variables. A regression analysis revealed that affective attitudes towards storytelling were significantly affected by these three consumption values. It also showed that positive affective attitudes towards storytelling were associated with higher purchasing intention and word-of-mouth. The significance of this study was to show how customers perceive storytelling at a real restaurant and reflect on their evaluation by understanding their consumption values. As a result, this study examined the potential power of storytelling as an effective marketing communication tool for local restaurants.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.4
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• pp.493-502
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• 1998

The purpose of this study was to compare consumers' evaluation, evaluation criteria and preference factors, complaint factors on domestic brand apparel with consumers' responses on foreign brand apparel. 498 subjects were gathered through convenience sampling method and, for data analysis, mean, t-test, ANOVA, Duncan test, Factor Analysis were conducted. The results are as follows; 1. Among the purchasing groups of domestic/foreign brand apparel, there were significant differences in apparel evaluation according to fabric, style, sewing, versatility, match, washability and color. 2. Among the purchasing groups of domestic/foreign brand apparel, there were significant differences in apparel evaluation criteria according to price, match, brand name, washability. 3. Purchasers of domestic brand apparel preferred soft and light fabric, fabric of good tactility, simple and sophisticated style whereas purchasers of foreign brand apparel preferred soft and light fabric, fabric of high quality, elegant and sophisticated style. On apparel color preference, there were significant differences among the purchasing groups of domestic/foreign brand apparel. 4. The differences in complaint factors of apparel among the purchasing groups of domestic/foreign brand apparel were due to factors such as high quality and variety of fabrics, colors, items, styles.

• Journal of the Korean Home Economics Association
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• v.40 no.2
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• pp.87-100
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• 2002

The purpose of this study was to investigate the demographics and general clothing buying behavior according to clothing shopping orientation of female workers. A questionnaire was developed to measure clothing shopping orientation, fashion information sources, stores selection criteria, clothing purchasing frequency of a year, purchasing expenditure of clothing, the demographics. The questionnaire was administered to 775 female teacher in Chonnam. The data was analyzed using percentage, frequency, mean, factor analysis, Cluster Analysis, $\chi^2$-_test and ANOVA, Duncan test. The results of the study were as follows: 1. The female teachers were classified into four groups by the cluster analysis; indifferent shopping group, rational shopping group, conspicuous shopping group, recreational shopping group. 2. In the case of fashion information sources, significant differences were found according to shopping orientation subdivision in mass media information, information by consumer, information by marketer. 3. The stores selection criteria were significantly different depending on shopping orientation subdivision in goods and atmosphere of shop, promotion, convenience of shop's location. 4. The clothing purchasing frequency of a year were significantly different depending on shopping orientation subdivision. 5. The significant differences were found according to shopping orientation subdivision in purchasing expenditure of clothing. 7. In the demographic characteristics, significant differences were found according to shopping orientation subdivision in age, marriage, the length of one's work, income.

• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.6
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• pp.884-894
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• 2000

This study was intended to examine the effect of consumer materialism, price and point-of-purchase advertisements on consumer preference and purchasing intention with respect to discount jeans. Information for the study was obtained through the use of an experimental design which was 2$\times$[2$\times$3] mixed factorial design. The subjects were two hundred and seventy college male and female students. The data were analysed with factor analysis, ANOVA by using the SAS program. The main results were as follows: First, the results indicated that the 3-way interaction effects among materialism, price and point-of-purchase advertisements on consumer preference. Second, the results showed the 2-way interaction effects between materialism and price between materialism and price on consumers’purchasing behavior. These results indicated that materialism have not direct effect on consumers’purchasing behavior but significant influence under those condition in which price effect occurs. And different from other point-of-purchase advertisements, power words’advertisements show negative effects on consumer preference in case of low price jeans, having no connection with materialism level.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.5 s.164
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• pp.705-716
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• 2007

The purpose of this study was to examine the relationship structure in TV home shopping focusing on purchasing frequency and gender. Subjects for this study were 300 customers who had purchased fashion products in TV home shopping. For date analysis, factor analysis, t-test, correlation analysis and path analysis were used. As the result, when comparing groups by the purchasing frequency, the group which had higher purchase experiences had significant relationship between trust and commitment than other group of lower purchase experiences. There were statistically significant differences in 'service', 'benefits', 'influence', 'security' variables between purchasing frequency groups. Also when comparing groups by the gender, both men and women had 'relationship maintenance intention' in CRM. However, women had the effects from 'trust' to 'commitment', while men had not effects. However, there were statistically significant differences in 'service', 'information', 'reputation', 'influence' variables between men and women. Based on these results, TV home shopping fashion marketing strategies would be suggested.

• International Journal of Costume and Fashion
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• v.10 no.1
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• pp.15-27
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• 2010

This study investigates the differences of e-service quality depending on image interactivity technology and the influences of e-service quality on purchasing involvement and customer loyalty. Online shopping malls have made toward satisfying customers' shopping experience owing to the advance of technology. Above all, it is important to prove effectiveness of this technology to introduce it. Therefore, the purpose of this study is to test effectiveness of Image Interactivity Technology (IIT) which has been introduced by some shopping malls. For this study three shopping malls were designed as stimuli that have the different level of IIT. The women of 20-30 who have bought fashion products in online shopping malls participated in the quantitative research. Total 592 were used for the statistical analysis. Descriptive statistics, cross tabulation analysis, factor analysis, reliability analysis, one-way ANOVA, and multiple regression were implemented. Four factors of e-service quality were extracted. The 3D avatar shopping mall was higher than the others in those factors. Besides, e-service quality factors influenced purchasing involvement and customer loyalty. Therefore, online shopping malls are advised to introduce IIT and improve e-service quality

• Korean Journal of Human Ecology
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• v.14 no.4
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• pp.683-692
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• 2005

This study was intended to analyze the clothing shopping orientations and purchasing practices for men's dress shirts. It was conducted by means of convenience sampling survey with male office workers who usually wear dress shirts at work and who also live in Seoul, Geonggi, and Chungcheong area. The data collected were analyzed by frequency analysis, cross-tabulation analysis, factor analysis, t-test, and ANOVA using SPSS. The results are as follows: 1) Clothing shopping orientations were classified into six factors: brand oriented; planned; enjoying; expediency oriented; negative shopping; and low price oriented. There were partially significant differences in clothing shopping orientations according to the surveyees' age. 2) The surveyees prioritized low price and expediency in clothing shopping, but they also showed low interest in brands. 3) The criteria for purchasing were in the order of size, color, comfort, and design. There were also partially significant differences in the estimation criteria for dress shirts according to marital status and age. 4) Most respondents tended to purchase 3 or 4 pieces of dress shirts a year, paying 30,000 to 50,000 won for a piece, usually at department stores. 5) When they purchase a dress shirt, they always considers its size. In the case of married men, however, it is the laundry tag that they do care about.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.7 s.155
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• pp.1066-1077
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• 2006

The purpose of this study was to investigate the effect of store attributes, purchasing experience, clothing product evaluation and store trust on store loyalty of discount store. With convenience sampling, the research was surveyed to women who have bought apparels at the discount store. The 374 responses were analyzed by frequency analysis, factor analysis, reliability test, t-test and hierarchical regression analysis. The results were as follows. First, the clothing product evaluation was significantly affected by the variety of products, reliable advertisement, good display, convenient store location, purchasing cost and buying experience of PB apparel. Second, the trust of discount store was significantly affected by store attributes, purchasing experience and clothing product evaluation. Third, the discount store loyalty was analyzed as fashion store loyalty. The store loyalty was affected by purchasing experience and clothing product evaluation. Fourth, the clothing product evaluation and store loyalty were appeared high by people who had bought PB, PNB and trendy apparels.

• Korean Journal of Human Ecology
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• v.17 no.4
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• pp.759-769
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• 2008

The purpose of this study was to classify consumption value and analyze the relationship between consumption value typology and fashion product purchasing behavior of college students as consumers. Data were gathered by surveying college students living in Daegu and Kyungbook area using convenient sampling, and 513 questionnaires were used in the statistical analysis. Data were analyzed by frequency, factor analysis, cluster analysis, ANOVA, Duncan-test, Chi-square, and t-test. The findings are as follows. According to the consumption value typologies of college students were classified into three groups such as Social Value oriented, Functional Value oriented, and Differentiated Individuality oriented group. The Social Value oriented group and the Differentiated Individuality oriented group were more conscious of clothing pursuit propensities behavior such as brand, shopping place, and price than Functional Value oriented group. The Functional Value oriented group showed the lowest interest in brand name. Purchasing behavior of casual wear and bags fashion product had the significant effects on the shopping place, and price.

• Korean Journal of Human Ecology
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• v.13 no.6
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• pp.985-995
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• 2004

The purpose of this study is to provide useful footwear information for manufacturers and teenagers so that they can produce or purchase proper footwear that would minimize discomfort. For this study, 486 junior high school students were surveyed with a questionnaire. SPSS WIN10 was used to process a statistical analysis such as ferq., factor analysis, t-test, ANOVA(LSD), crosstab, and coefficient correlation. The results are as follows: A significant difference existed between male and female students in purchasing footwear and using evaluation criteria. When they wear shoes for a long time, they usually experience numbness in toes, blisters, heel, bottom on the feet and peeled skin. Female students experienced more foot injuries than males. There were meaningful correlations among purchasing, evaluation criteria, and satisfaction of footwear. Providing proper information is believed very important for teenagers in choosing right footwear. Footwear manufacturers should help them produce suitable shoes, and further help them establish different marketing strategies. To ease the foot discomfort, shoes should be developed with various widths and sizes. Shock absorbing soles and more flexible materials are also necessary.