• 복식
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• 제51권5호
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• pp.135-145
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• 2001

In this study, investigation into the impact of sensation seeking tendency and clothing attitudes upon brand variety seeking will be made through the presentation of sensation seeking tendency as consumer's motivation of clothing behavior and clothing attitude as parameter. To give goals of this study. First, to help the understanding of consumers by elucidating consumer's psychological characteristics against sensation seeking tendency, clothing attitude and diverse brands seeking. Second, to offer standard for specifying market by presenting theoretical as well as empirical data. Third. to create successful marketing strategy according to consumer groups and moreover to increase sales efficiency. Research results are as follows : As a result of investigating on which factor among sensation seeking tendency affects on seeking various brands, change seeking tendency and aesthetic seeking impact upon seeking various kinds of brands. Change seeking is turned out to be the most influential factor. Fashion leadership, fashion innovativeness, attention concentration, social approval and clothing interest had an impact on diverse kinds of brand seeking: there was a positive relations with fashion leadership. attention concentration. clothing interest and fashion innovativeness, whereas a negative link with social approval. Three factors of sensation seeking tendency, two factors, that is change seeking and aesthetic seeking. have direct and indirect paths that lead to diverse brand seeking, via clothing attitude. that is to say, clothing interest. fashion leadership. social approval and attention concentration. On the other hand, thrill and risk seeking only had indirect path. Aesthetic seeking showed higher significance to indirect effect on diverse brand seeking which takes clothing attitude as a parameter, than that of direct effect. Brand variety seeking was under considerable effect of fashion leadership, clothing interest and attention concentration, in order.

• 복식
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• 제50권7호
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• pp.181-193
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• 2000

The purpose of this study was to establish the marketing strategy, that strengthens the brand royalty of their own in apparel industry and that can induce consumer's brand switching against competitive brand. This might be done by suggesting influencing factors on the brand switching for fashion goods. This study was classified into theoretical and experimental study Experimental study was done, using the survey to prove the models for consumers' responses to brand switching by the theoretical study. The survey was conducted through two preliminary questionnaires. It was used as a criterion to prove the validity of the main survey and analyse the reliability. It analyzed at last five hundred ninety-two women in the age of twenty to thirty years odd who live in Seoul and the suburban of Seoul. Followings are the summary of the results revealed through the experimental study. First, brand switching behavior of consumers far formal dress was attributed to two extremes the inner motivation of variety seeking tendency and communication contact, complex variety seeking group, true variety seeking group, derived variety seeking group, and variety avoiding group. Second, the structure of low dimension related fashion according to factor analysis, which affects brand switching, was composed to involvement in 5-dimension, information search in 3-dimension. Based on the results of this study the types of brand switching in fashion goods can be classified by the variety seeking tendency. as inner motivation, and level of contact communication as a outside stimuli. In addition this study showed a correlation among the factors for brand switching related to variables of fashion.

• 한국의류산업학회지
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• 제15권3호
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• pp.381-392
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• 2013

This study analyzed the effects of internet fashion consumer characteristics and shopping motivation on price sensitivity as well as the effect of price sensitivity on negative purchasing behavior. A survey was conducted from August 10 to September 20 in 2012 and 364 responses were used in the data analysis. The statistical analysis methods were frequency analysis, factor analysis, reliability analysis, and multiple regression analysis. The characteristics of internet fashion consumers were composed of innovation tendency, impulse buying tendency, information orientation, and variety seeking tendency. Shopping motivation was composed of convenient motivation, social motivation, hedonic motivation, product motivation, and economic motivation. The information orientation and variety seeking tendency of internet fashion consumers influenced the price search. The innovation tendency, impulse buying tendency, and variety seeking tendency of internet fashion consumers influenced the price importance. Convenient motivation, hedonic motivation, and product motivation positively affected the price search; however, social motivation negatively affected the price search. The social motivation, hedonic motivation, and economic motivation of internet fashion consumers positively affected price importance. Price search and price importance influenced the purchasing delay; in addition, price search influenced the switching intention. The results of this study provide useful information for customer management and internet shopping mall marketing strategies.

• 한국의류학회지
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• 제22권7호
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• pp.901-910
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• 1998

The purposes of this study were 1) to verify the theoretical model of the influential factors of brand variety seeking tendency in clothing products by identifying the relationships among optimum stimulation level, fashion leadership, fashion innovativeness, brand variety seeking attitudes and brand variety seeking behavior and 2) to identify the relationships among research variables according to clothing items(suits, jeans, casual jackets, T-shirts, panties, stocking) and the level of clothing involvement. The data was collected from 457 female college students living in Seoul and suburban areas, and was analyzed by frequency, one-way ANOVA, SNK test, multiple regression and path analyses. The results of this study were as follows: 1) There were significant effects of optimum stimulation level and fashion leadership on fashion innovativeness, significant effects of optimum stimulation level, fashion leadership and fashion innovativeness on brand variety seeking attitudes, and significant effects of brand variety seeking attitudes on brand variety seeking behavior 2) There were significant relationships among the research variables in case of suits and jeans. The relationships between variables were differed according to clothing items and the level of clothing involvement.

• 한국의류학회지
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• 제25권4호
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• pp.685-696
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• 2001

The purpose of this study was to establish the marketing strategy, that strengthens the brand royalty of their own in apparel industry and that can induce consumers brand switching against competitive brand. This study was classified into theoretical and experimental study. Experimental study was done, using the survey, to prove the models for consumers responses to brand switching by the theoretical study. It analyzed at last five hundred ninety-two women in the age of twenty to thirty years old who live in Seoul. Followings are the summary of the results revealed through the experimental study. First, brand switching behavior of consumers for formal dress was attributed to two extremes the inner motivation of variety seeking tendency and communication contact, complex variety seeking group, true variety seeking group, derived variety seeking group, and variety avoiding group. Second, the cognition response to marketing communication the types of brand switching shows difference in all communication variables except the service promotion of sales promotion communication. As to attitude response, it was found meaning difference in all communication variables except the sales promotion through price adjustment.

• 디지털융복합연구
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• 제14권1호
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• pp.91-97
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• 2016

최근 디지털 융합이 가속화 되면서 쇼핑에 있어서도 전통적인 매장과 온라인 및 모바일 매장에서의 채널 경계가 모호해지고 있다. 특히 동일한 쇼핑에도 여러 채널을 동시에 이용해 정보 검색 및 구매 행위에 적극 활용하는 옴니채널 쇼핑이 급속히 가속화되고 있다. 이에 따라 마케팅, 경영정보, 컴퓨터 공학 등 다양한 분야에서 옴니채널 쇼핑에 대한 활발한 연구가 진행 중이나 아직까지 소비자의 심리적 기질 차에 초점을 두고 이것이 옴니채널 쇼핑과 어떻게 연관되는 지를 본 연구는 거의 없다. 본 연구는 실험을 통해 소비자가 더 외향적(vs. 내성적) 일수록 동일 제품의 쇼핑에 있어서도 보다 옴니채널 쇼핑방식을 선호함을 검증하였다. 그리고 이러한 현상이 외향성이 높이는 다양성 추구 성향에 의해 매개됨을 보였다. 이 같은 연구결과를 토대로 본 연구는 실질적인 연구 결과의 적용을 제안하였으며, 아울러 소비자의 독특함 추구 성향 및 구조화 욕구와 옴니채널 쇼핑이 연계되어 연구될 수 있는 방안을 제시하였다.

• 한국산업정보학회논문지
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• 제23권5호
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• pp.89-102
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• 2018

본 연구는 선행연구의 주장을 근거로 온라인 쇼핑몰 이용 가치에 대해 쾌락적, 실용적 가치로 분류한 다음 온라인 쇼핑몰 이용가치가 플로우, 고객 충성도에 미치는 영향에 대해 알아보고자 한다. 또한 온라인 쇼핑몰 이용가치와 플로우의 관계는 다양성 추구 성향에 따라 어떠한 차이가 나는지 밝혀보고자 하였다. 연구의 주요결과를 살펴보면 첫째, 온라인 쇼핑몰 이용 가치 중 쾌락적 가치와 실용적 가치는 플로우에 유의한 영향을 미치는 것으로 나타났다. 둘째, 온라인 쇼핑몰의 플로우는 고객 충성도에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 온라인 쇼핑몰 이용가치(쾌락적, 실용적)가 플로우와 고객 충성도에 미치는 영향은 다양성 추구성향에 따라 다르게 나타났다. 마지막으로, 본 연구를 통하여 소비자의 다양성 추구 성향에 따라 차별적 접근의 필요성을 마케팅 실무자에게 제안하였다. 이와 더불어 연구의 결론 부분에는 향후 연구 방향에 대해서도 기술하였다.

• Food Science and Biotechnology
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• 제17권1호
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• pp.144-150
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• 2008

The main objective of this study was to understand the factors affecting the acceptance of fermented soybean products. Seventy-six consumers rated the acceptance and perceived intensity of 4 types of Korean and 4 types of Japanese style fermented soybean products. The consumer's food variety seeking tendency and the general attitude toward various fermented soybean products were measured. Ten descriptive analysis panelists evaluated the sensory characteristics of the 8 samples. Univariate and multivariate statistical analyses were applied to the data sets. Fermented soybean products consisting of sweet and moist sensory characteristics were preferred the most. The variety seeking tendency was not an effective predictor for understanding the acceptance of the products tasted in the experiment. K-means cluster analysis identified 3 sub-consumer segments sharing a common preference pattern for the 8 samples within each group. These 3 groups somewhat differed in the consumption frequency, acceptance, and familiarity of various fermented soybean products in general.

• Asia Marketing Journal
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• 제11권3호
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• pp.31-56
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• 2009

경쟁이 심화되고 시장이 포화되면서 관계마케팅에 대한 관심은 증대하고 있다. 그런데 많은 연구들이 모든 소비자가 관계지향적인 성향을 가지고 있는 것은 아니라는 점을 지적하고 있다. 그렇지만 어떠한 성향을 가진 소비자가 관계지향적인 성향을 가지고 있는가에 대한 본격적인 연구는 이루어지지 않았다. 본 연구는 영업사원이 제공하는 관계적 혜택(확신 혜택 및 사회적 혜택)에 대한 중요성 지각을 매개 변수로 소비자의 어떠한 내재적 특성이 영업사원과의 관계구축 의도에 영향을 미치는가를 분석하고 있다. 본 연구의 가설에서 확신 혜택에 대한 중요성 지각에 영향을 미칠 수 있는 소비자의 내재적 특성으로 위험감수 성향, 다양성추구 성향, 제품지식, 타인 신뢰 성향 등의 변수를 제시하였으며, 사회적 혜택에 대한 중요성 지각에 영향을 미칠 수 있는 소비자의 내재적 특성으로 대인성향, 가격민감도, 타인 신뢰 성향 등의 변수를 제시하였다. 실제로 영업사원과의 거래를 통해 증권거래를 하고 있는 소비자 396명으로부터 자료를 수집하였다. 구조방정식 모델을 이용하여 분석한 결과, 소비자의 내재적 특성과 영업사원과의 관계 구축 의도의 인과관계에 있어서 관계적 혜택에 대한 중요성 지각이 매개 변수로서의 역할을 하고 있는 것으로 나타났다. 또한 소비자의 내재적 특성 가운데 다양성 추구 성향은 확신 혜택에 대한 중요성 지각에 음의 영향을 미치는 것으로 분석되었으며, 타인 신뢰 성향은 확신 혜택 및 사회적 혜택 모두의 중요성 지각에 양의 영향을 미치는 것으로 분석되었다. 또한 가격 민감도는 가설에서 설정된 방향과는 다르게 사회적 혜택의 중요성 지각에 양의 영향을 미치는 것으로 분석되었다.

• 복식문화연구
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• 제19권2호
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• pp.360-375
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• 2011

The fashion market focuses on consumers and maximizes consumers' satisfaction. The fashion market has been segmented to better satisfy the variety of consumer group. Although market segmentation has been studied, efficiency and effectiveness of market segmentation continuously bring problems. Also, problems of prediction about real consumer behavior, and efficiency and effectiveness of standards are pointed out. The purpose of this study is to determine the most important variables for dividing fashion product buyers. This study was designed as qualitative study and in-depth interview was conducted. The in-depth interview was conducted with five experts in fashion intelligence agency. In-depth interview was completed by an analytic induction and an investigator triangulation. Questions were about characteristics, demographic characteristics, important factors and fashion buying relationship, and interests of current clothing shoppers. The results of qualitative research demonstrated that clothing shoppers, with their valuable consumption and selective buying behaviors, seek differentiated products. They also long for high quality apparel for its price, because of their valuable consumption and price centered tendency. They illustrated active sides, such as enthusiastic information searching and emotional or experiential consumption, rather than attitudinal sides. The variables for dividing fashion product buyers included: "innovative seeking", "symbolic seeking", "personalized seeking", "quality-seeking", "selective seeking", "price-seeking", "utility-seeking", "hedonic seeking", "sensitive seeking", "brand-seeking", "digital seeking", "information-seeking", and "eco-seeking".