• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.9_10 s.146
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• pp.1329-1339
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• 2005

The purpose of this study was to investigate the effect of consumer knowledge and involvement of apparel products on information processing style. The subjects of this study were female adults who lived in Seoul, Kyunggi or Incheon areas and Quota sampling using age and residential areas was employed. The data were obtained from 603 questionnaires. Data were statistically analyzed using SPSS 10 and LISREL 7.0. Major statistical methods were factor analysis, Cronbach's a coefficient, multiple regression analysis, and structural equation model analysis. The results were as follows: 1. Consumer knowledge significantly influenced information processing styles. Rational processing style was significantly influenced by objective knowledge, while experiential processing style was significantly influenced by subjective knowledge. 2. Involvement was related to the subjective knowledge more than objective knowledge. Consumers who had higher interest, social importance and followed latest fashion trends tended to process information more experientially.

• Science of Emotion and Sensibility
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• v.14 no.2
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• pp.279-292
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• 2011

This research explores the differences of two consumption behaviors from the thinking style they elicit. Specifically, we predict that more utilitarian attributes(vs. hedonic attributes) may be used when evaluating utilitarian products whereas more hedonic attributes(vs. utilitarian attributes) may be used when evaluating hedonic products. In addition, this research considered two different thinking styles: rational thinking style and experiential thinking style, and try to find out whether different product attribute information could elicit different thinking style and whether the thinking style has any effect on product evaluation. The data reported in this research demonstrates the following results. Firstly, people use different criteria when judging different types of product. That is, when judging utilitarian product, they are more likely to use utilitarian attribute as evaluation criteria, on the contrary they inclined to use hedonic attribute as evaluation criteria when choosing hedonic product. Secondly, different types of attribute informations could elicit different thinking style. Utilitarian attribute informations elicit rational thinking style whereas hedonic attribute informations elicit experiential thinking style. Finally, if people engage in rational thinking elicited in processing utilitarian attribute informations, the evaluation of utilitarian product is enhanced. But even though people engage in experiential thinking in processing hedonic attribute informations, the evaluation of hedonic product is not improved.

• Journal of the Korean Society of Costume
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• v.55 no.4 s.94
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• pp.62-78
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• 2005

The modern period was the time that the most radical and extensive social and mental changes were occurring throughout the history, and modernism was prevailing as a general cognition system of people. Modernism, which carries principles of progress, belief in application of scientific technology, worship of reason, ideal of liberty as a col-e value of civilization, was plated as a leading ideology in the realm of society, culture and art In the early 20th century. In this study, the formative characteristics of modernism seen in architecture and fashion are analogized and analyzed in four ways ell the basis of the theory of p. Greenhalgh. First, 'Standardization for mass-production', which is analogized which P. Greenhalgh's 'Decompart-mentalisation', 'Social Morality', and' Technology'. Standardization for mass-production in architecture focuses on the development of a design prototype in order to mass produce; the development of ready-made clothes is actively done ill the fashion area for the same purpose as well. Second, 'Rational functionality' coming from P. Greenhalgh's 'The total work of art' and 'Function'. While rational functionality in architecture puts an emphasis on the rational operation of all the functions in regard to the relation between each part and the whole, rational functionality in fashion call be mainly seen in a dramatic increase in physical activity which could be hardly found before the modernism period. Namely, all the fashion design elements are developed for a certain rational and functional design on each part as well as on the whole in order to greatly increase physical activity. Third, 'the pursuit for genuineness of objects and universality of beauty' is on the analogy of P Greenhalgh's 'Truth', 'Anti-historicism', 'Abstraction', 'Internationalism/Universality'. This idea is adopted in architecture in the form of design of geometrical abstraction. In the same way, design using geometrical abstraction comes to have a significant meaning in fashion of the modernism period. So to speak, modernism architecture and fashion can be reborn to become an inter·national style by giving up the decorative and regional design prevailing before modernism and by expressing universal aesthetics in the form of simplicity and abstraction instead. Fourth, 'Expression of progress through a change in a viewpoint' stems from P. Greenhalgh's 'Progress', 'Transformation of Consciousness', 'Theology'. In architecture, this concept appears by using new construction materials and methods and by representing new aesthetical idea. As a result, it makes it possible for people to make progress for better lives. Like in architecture, new attempts for material application and processing are made in fashion. This gives rise to a general change in a viewpoint related to fashion, so that a flew fashion design which there has never been before can come out.

• Journal of the Korean Applied Science and Technology
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• v.37 no.5
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• pp.1208-1221
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• 2020

The purpose of this study was to provide basic data for predicting the sports consumption market that Generation Z will lead by applying data mining based decision tree analysis to explore Generation Z sports consumption style. Therefore, the survey was conducted by selecting males and females aged 19 or older as a sample among Generation Z, and data of 429 people were used for the final analysis. For data processing, frequency analysis, exploratory factor analysis, retest and reliability analysis, and decision tree analysis were performed using the SPSS statistics (ver. 21.0) program. The main results of this study are as follows. First, if the rational efficiency index is high and the aesthetic consumption index is low, the probability of being classified as a group of female was 96.8%. On the other hand, if the rational efficiency and perception of price index were low, the probability of being classified as a male group was 100%. Second, if the brand orientation, perception of price, and rational efficiency index were high, the probability of being classified as a capital area group was 97.3%. Contrary to the results presented above, the probability of being classified as a other area group was 82.1% when the brand orientation, commemoration rites, and status symbol index were low. Third, the status symbol and trend oriented index were high, and if the functionality index was low, the probability of being classified into daily life and fashion groups was 77.6%. On the contrary, if the status symbol index is low, the retention of membership and enjoy consumption index is high, the probability of being classified into exercise and competition groups was 81.0%.