• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.8
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• pp.1149-1160
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• 1999

In order to investigate the influence of being self-consciousness of one's body size on clothing behavior we measured body size of Korean female college students directly and examined by questionnaire the degree of being self-conciousness of their body size the aspired clothing behavior and the actual clothing behavior. In addition after classifying the subjects into groups according to the degree of obesity we also examined the difference in the actual clothing behavior among the groups./ The results are as follows: 1) On the item of girth of the body parts the subjects felt thicker in the proximal and lower part of the body than in the distal and upper part of the body. And with respect to the style which exposes body silhouette the disparity between the aspired and actual clothing behavior was greater in the parts that the subjects felt thick. 2) After investigating the relationship between the aspired and the actual clothing behavior we found out that the style which subjects wanted to put on but actually did not was the style that exposes body silhouette and the style which subjects didn't want to put on but actually did was the style covers the body silhouette. 3) There was significant correlation between the subjects' consciousness of their body size and their actual clothing behavior. The self-consciousness of body size on actual dressing tend to influence the clothing for lower body more than the other parts. 4) The subjects were classified into lean normal and obese groups. There were significant differences among the groups in the frequency of wearing the clothing that expose body silhouette. The obese group had a tendency to avoid this clothing style.

• Journal of the Korean Society of Costume
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• v.54 no.3
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• pp.43-51
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• 2004

The purpose of this study was to compare ideal clothing and actual clothing behavior between Korean and Japanese college students. 185 Korean students and 91 Japanese students were used into data analysis from October to December. 2000. The age range was 18 to 28 years. The results were as followed. 1) Japanese students wanted to wear fitted clothing styles with revealing the body, while Koreans wanted to wear not only fitted styles but also relaxed and coved body styles. 2) Korean students wore more loose styles and fitted upper styles and pants than Japanese students. On the other hand, Japanese students wore fitted clothing styles and skirt. 3) Japanese students showed higher correlation between ideal clothing styles and actual clothing styles than Koreans. This means that although Koreans want to wear ideal styles, they don't wear those styles much. 4) Overweight students tended to avoid wearing fitted and revealed body styles, pursuing more loose and coved body styles. This tendency showed stronger to Koreans than Japanese students.

• Journal of the Korean Society of Costume
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• v.52 no.4
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• pp.141-154
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• 2002

The purpose of this study was to define 'sponsorship' as a kind of advertising tool, and to describe its effects on consumer brand attitude and actual purchase behavior. From previous research results, clothing sponsorship was defined as 'indirect advertisement', which has common ad traits as well as the uncommon ad traits, such as indirectness, emotional affinity, and symbolism. Results from empirical research using 1,227 data collected in Seoul and Kyounggi Areas were as follows ; (1) Television drama clothing sponsorship was proved to have effects on brand image, emotional & rational brand attitudes, decision making process, and actual purchase behavior. (2) Each of drama clothing sponsorship factors, such as 'drama', 'role', and 'actress', had different effects on brand memory and attitudes. (3) Consumer decision making process initiated by drama clothing sponsorship followed two different processes, which were called 'rational' and 'heuristic'. The rational process followed every steps of EKB model, which explained consumer's rational shopping, but heuristic model was closer to emotional and impulsive shopping.

• The International Journal of Costume Culture
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• v.9 no.1
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• pp.52-59
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• 2006

The purposes of this study were to investigate and to compare the actual state of clothing gift giving behavior according to gender. A survey using questionnaire was conducted on 417 university students in the Cheongju area, Korea. The questionnaire was composed of questions concerning demographic factors, clothing gift giving behavior and purchasing behavior, and of multiple choice and 5-point scales depending on the characteristics of the questions. Frequency, descriptive analysis, x$^2$-test and t-test were used for a data analysis. Most of the students had experience of giving the clothing for a gift more than once during the year. They usually purchased the clothing for their parents and Fiends. The items of clothing were low purchasing risk items like sweater, T-shirts, underwear and shirts or blouse. The main reason for purchasing clothing gift for their parents and friends was based on mostly practical motivation.

• Journal of the Korean Society of Costume
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• v.52 no.5
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• pp.1-13
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• 2002

The purposes of this study are to examine the relation between twenties women consumer's fashion-color reception and clothing purchase behaviors, and to propose the most effective plans of color-marketing. A questionnaire survey examined 384 persons' opinions in total. First, consumers are classified into 3 groups. according to their preferring colors and the degrees of their concerning : 'type of leading fashion-color', 'type of following fashion-color', and 'type of being indifferent to fashion-color'. Second, this study analyzed the factors of consumers' clothes-purchasing motives. : all consumer groups showed their purchasing motives in the order of 'aesthetic sense'-pursuit factor. 'sensitivity'-pursuit factor, and 'actual profit and sociality'-pursuit factor. Third, the types of consumers' purchasing clothes were divided into 2 groups: type of planned buying. And type of unplanned buying. And the relations between the above 2 groups and purchasing motives were investigated, as a result. it was proved that the consumers who have the purchasing motives of 'sensitivity'-pursuit and 'actual profit and sociality'-pursuit conducted 'planned buying'. Fourth. the relations between motive of clothing purchase and the type of purchase behavior were examined by consumer group : in the consumer group of leading fashion-color, the more did they have the purchasing motives of 'sensitivity'-pursuit or 'actual profit and sociality'-pursuit, the more did they conduct' planned buying'. In the fashion-color following group, the more did they have the purchasing motives of 'sensitivity'-pursuit or 'actual profit and sociality'-pursuit, the more did they conduct 'unplanned buying'.

• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.5
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• pp.652-662
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• 2000

Most of established study about consumer behavior was directly connected abstract value with concrete purchase behavior, nevertheless several recognizable process is intervened between abstract concept and concept behavior. Of course researchers suggest hierarchical causality through means-end chain model. However empirical study is insufficient. And it's not certain whether the consumer's personal value affects actual evaluation about product attributes. Thus the purpose of this paper was to explore hierarchical causality of personal value, benefits sought and clothing product attributes and to suggest an alternative approach method. For the empircial study the data sets were collected through 150 female consumers living in Pusan and SAS and LISREL VIII were used for statistical analysis. As the result, hierarchical causality suggested by means-end chain model was positively substantiated. That is, benefits sought is differentiated according to personal value, and actual product attributes are indirectly influenced by personal value through benefits sought. Benefits sought are found to be key mediating variables.

• International Journal of Human Ecology
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• v.9 no.1
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• pp.41-51
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• 2008

A rapidly aging Korean population highlights the importance of investigating the actual state and needs of clothing for the elderly to provide basic information for a future senior industry. This paper surveyed clothing purchasing behaviors. The sample of this survey consisted of 210 females aged 55 over who live in Dajeoun and Nonsan. The data were analyzed by using SPSS. The major findings are as follows. First, most elderly women have bought the ready-made clothes in local markets. Second, the major consideration of clothing purchasing behavior was the possibility of outdoor wearing and color. They were satisfied with ready-made clothes because of the convenience to buy, design, and the necessity of the clothing brands for aged people. Third, they preferred pure cotton or mixed cotton even though they possessed the mixed cotton or synthetic fiber in clothing materials. Respondents preferred the feeling, heat-retaining property, and absorptiveness in textiles. The result indicates the demand for various material applications of functional textiles for elderly women.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.1
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• pp.61-71
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• 1998

The purpose of this study was to identify the factors which explain consumer's information search behavior. Data were analyzed by utilizing factor analysis and multiple-regression to investigate the relationship among information sources, benefit, and actual and ideal self- image and demographics. Based on the results, information sources for benefit, actual and ideal self-image were developed. Predictors of information sources, benefits, and self-image were identified. Marketing implication about information sources were discussed. The results were as follows. 1. Actual and ideal self-images and information sources were devised into three factors. And benefits were devised into five factors. 2. Actual self-image has more predicting power than ideal self-image to the benefits which consumer sought. Among five benefits, character pursuit was the best predicted factor according to the self-image. 3. Among three information sources, mass communication was the most effective source which can be explained by the benefit and self-image. Fashion pursuit factor was the most significant factor to the mass communication oriented source.

• The Korean Journal of Community Living Science
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• v.26 no.4
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• pp.775-783
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• 2015

This study investigates gender differences in cold perceptions and wearing behaviors for cold adaptation. A questionnaire composed of items on cold perceptions, intentions toward wearing additional clothing, and clothing for outdoor environments, among others, was used. Each item in the survey targeted 260 male (MS) and female (FS) college students evaluated using a five-point Likert-type scale. Data were statistically analyzed using the independent sample t-test and correlations. Main results can be summarized as follows: MS subjects showed lower dependence on the thermal insulation of clothing because they felt less cold and had the better ability to cope with cold. MS subjects had higher dependence on underwear during cold seasons, and FS subjects tended to wear heavier clothing to compensate for their cold feet with insufficient insulation. In addition, it was preferable to estimate thermal effects of actual wear by taking into account gender differences in the physique. The study is limited in that the room temperature and the actual amount of clothing were not measured, which offers an avenue for future research.

• Fashion & Textile Research Journal
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• v.4 no.6
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• pp.517-523
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• 2002

This study examines whether there are differences in consumer's evaluation price zone on the clothing clue (the type of clothing, brand, time of fashion, place of origin, material. submaterial, place for sale) according to consumer purchasing behavior. Therefore the ultimate goal is to offer help in fixing price when establishing marketing of the clothing industry by grasping the actual price set by consumers under the IMP system. The female consumers of 20s and 30s were chosen as study subjects for their sensitivity to the purchase of clothing. The tests carried out in this research are: SPSSIPC+ is used for frequency Analysis. The Results of this study are showed as the following: It was analyzed that 4 types of consumer are the reasonable consumption oriented consumer, fashion oriented consumer, the no care of fashion consumer and high price oriented consumer Among the several kinds such as the type of clothing, brand, time of fashion, place of origin, material, submaterial, place for sale, only on the type of clothing, there are difference in the type of the consumers, on the time of buying clothes, in the behavior of buying clothes and also on the degree of fashion and the place of origin among such kinds.