• 한국의류학회지
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• 제25권6호
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• pp.1025-1036
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• 2001

This paper explores the effects of price discount frequency on consumer evaluation of clothing brand equity as well as the impact on consumers who exhibit different consumer characteristics. Following a preliminary investigation, two clothing brand groups were identified according to the frequency of their price discounts, one with a high frequency of price discounts, the other with a low frequency. Each brand group consisted of three women's clothing brands. A questionnaire was developed and administered to 351 females between the ages of nineteen and thirty-four in October 2000. The questionnaire included questions on evaluations on clothing brand equity (i.e., perceived quality, brand image, perceived value, reliability and brand knowledge), on consumer characteristics (i.e., clothing knowledge, clothing evaluative criteria, price perception and demographic characteristics), as well as on price discount frequency. Statistical tests, such as factor analysis. t-test and pearson's correlation, were used to analyze the data. Results of this research showed that price discount frequency negatively impacted consumer perception of clothing brand equity. The negative influence was particularly strong on the perceived quality and brand image dimensions of brand equity. The findings also suggested the effect of price discount frequency on consumer assessment of clothing brand equity was related to consumer characteristics as well. The equity of the clothing brand group with a low frequency of price discounts was positively related to clothing knowledge, price-quality inference, price-prestige inference, sale prone-ness. price mavenism, valuing the fashionable and symbolic uses of clothing and family income. On the other hand, it was negatively related to low price consciousness. The equity of the clothing brand group with a high frequency of price discounts was positively related to utilitarian economic aspects of clothing values as well as to low price consciousness. To establish and maintain high brand equity, marketers must pay attention to the frequency of price discount as it may have a negative impact on clothing brand equity.

• 복식문화연구
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• 제12권2호
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• pp.312-326
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• 2004

Symbol is one of the most profound ways to express the essence of human beings, as well as the most representative non-verbal communication medium. In this study, the descriptions of the clothing and ornaments of the main characters of the novel Little Women were excerpted from the Korean translation version. Based on the hidden symbols from the descriptions, after analyzing the characteristics of the main characters of the novel through their clothing and ornaments, the connection between the clothing and the symbols reflecting the internal workings of the mind was analyzed based on the previous theories on symbols. As proven in this study, since the clothing and ornaments directly symbolize the characteristics of the person, without any explicit statements about his/her characteristics, the clothing itself speaks volumes about them. Clothing is the most accurate visual symbol that speaks of the person's social, economic, and psychological aspects. The use of special clothing and ornaments or the highlight on certain parts reveals the characteristics of the character and his/her situations more effectively. In conclusion, literary, including novels well describes not only external factors, such as the social and cultural status of society and the character's economic situation, but also an individual's psychology such as his/her emotions and personalities. Therefore, the clothing that the character wears in a literary work symbolically reflects these factors.

• 한국의류학회지
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• 제33권8호
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• pp.1203-1214
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• 2009

The theory of household arts and practical acts are two traditional mainstream topics of official South Korean secondary home economics education. The clothing and textile education within the Secondary School Home Economics Textbook (1948) is various and practical. The first year textbook discusses the symbolism and maintenance of uniforms that provides information on the characteristics of cotton. Clothing and textiles are covered in 26 pages out of the 76 page book. The second year textbook includes the theory of color and form, along with the characteristics of flax and silk. Clothing and textile education is covered in 33 pages out of the 97 second year textbook. The third year textbook deals with the characteristics of wool, manufactured fibers, cross weaving, removing stains, clothing arrangements, and equipment; 5 chapters (56 pages out of 137) are spent on clothing and textiles. The fourth year textbook introduces the history of clothing, laundry principles, dyeing, bedclothes, and bed accessories; 4 chapters (63 pages out of 125 pages) are spent on clothing and textiles. The Secondary School Home Economics Textbook (1948) is highly extensive and profound in depth. It is comparable with modern college or specialized high school level clothing and textile education in terms of clothing materials, clothing maintenance, color theories, and dyeing.

• 복식
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• 제57권3호
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• pp.23-36
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• 2007

It is important that ubiquitous technology changes paradigm of thought, not simple definition in the 21st digital era. Characteristics of ubiquitous computing are pervasive, disappearing, invisible, calm through environment. As IT Technology develops, designers, computer scientists, chemists, performance artists cooperate in order to find out the best way to make desirable digital clothing in the future, with the merit of each part. Digital clothing defines clothes of new generation equipped computer, digital installations. Digital clothing design demands intercept of electromagnetic waves, light-weight and esthetic appearance, for it is attached high-technology equipment near body. The purpose of this study is to analyze design features of digital clothing according to ubiquitous characteristics. The methods of this study are documentary research of previous study and case study. In the theoretical study, ubiquitous characteristics are function-intensive by convergence, interactivity, embedded mobility and human & emotion-oriented attributes. Based on ubiquitous characteristics, digital clothing design classified function-intensive design by convergence, design for Interactivity and multi-sensible & emotion-oriented design, because embedded mobility is a basic element of ubiquitous environment. The early days digital clothing design is function-intensive design, and have esthetic appearances and design for interactivity increasingly. Recently digital clothing design is expressed multi-sensible and emotion-oriented design.

• 한국의류학회지
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• 제22권4호
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• pp.460-468
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• 1998

The purpose of this study were 1) to identify the differences between homosexual and heterosexual men in clothing behaviors(fashion leadership, preference for up-to-date style and sexual attractiveness), lifestyle and sex-role attitudes, and 2) to investigate the relation- ships between clothing behaviors and lifestyle and sex-role attitudes. The data was collected via self-administered questionnaires from 183 adult men(88 homosexual, 95 heterosexual men) living in Seoul, and was analyzed by factor analysis, t-test, correlations and multiple regressions. The result of this study were as follows: 1. Two factors of fashion leadership. were identified: fashion opinion leadership and fashion innovativeness. Four factors of lifestyle were identified: appearance awareness, self-confidence, authoritativeness, and achievement. 2. The result of t-test between homosexual and heterosexual men in clothing behaviors and psychological characteristics, homosexual men showed higher scores in fashion innovativeness, fashion opinion leadership, preference for up-to-date style, and appearance awareness of lifestyle characteristics. 3. From the result of analyzing the effects of psychological characteristics on 4 variables of clothing behaviors, appearance awareness of lifestyle characteristics was found to be the most influential factor for all the clothing behavior variables in both groups.

• 한국의류학회지
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• 제25권1호
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• pp.71-82
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• 2001

In this study, Internet users were separated into 3 groups(clothing shoppers, clothing non-shoppers, non-shoppers). Shopping behavior of clothing shoppers(those who used the internet channel for clothing shopping) and the attitude to internet clothing shopping were examined. And characteristics of clothing shoppers were compared with characteristics of clothing non-shoppers(those who purchased goods except clothing on internet) and non-shoppers(those who purchased nothing on internet). The reason why clothing non-shoppers and non-shoppers didnt purchase clothing on internet was also investigated. Questionaire was used as method of gathering data. Mean, ANOVA, Duncan-test, t-test and $\chi$$^2$-test were used for data analysis. 1. Clothing shoppers considered carefully design, exchange & refund, quality and price and purchased generally T-shirt, underwear, jeans and sports wear. 2. Clothing shoppers thought clothing in internet shopping malls was not various in item, design, color, size and price. But they were satisfied with shopping convenience. 3. Clothing shoppers were more conscious of the shopping cost compared with clothing non-shoppers and non-shoppers Recreational shopping orientations and fashion leader orientations were low in both groups. Self-confidence in connection with clothing purchase were high in each groups, but that of clothing shoppers were relatively higher than clothing non-shoppers and non-shoppers. 4. The reason why clothing non-shoppers and non-shoppers didnt purchase clothing in internet shopping malls was that they wanted to buy after trying on clothing in a store, didnt believe the quality of clothing, didnt need to purchase clothing in internet shopping malls, and worried about exchange & refund.

• 한국의류학회지
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• 제19권4호
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• pp.602-614
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• 1995

The purposes of this study were 1) to reveal the consumer's brand loyalty on clothing, 2) to identify the relationships between the consumer's clothing brand loyalty and consumer characteristics, product characteristics, and consumer's clothing buying behavior. Subjects were selected from the employed and unemployed housewives living in Taejon. A questionnaire was developed and administered by 316 housewives during Spring in 1992. Data were analysed by frequency, Pearson's correlation coefficient, regression and oneway- ANOVA. The result.; of the study were as follows: 1) The half of subjects had brand loyalty on clothing. 2) The relationships between consumer's clothing brand loyalty and housewives' and her husbands 'educational level and average income of a month were significant. Consumer's clothing brand loyalty and housewives 'age had significantly negative relationship. 3) Consumer's clothing brand loyalty was significantly related to price of clothing. 4) The relationships between consumer's clothing brand loyalty and satisfaction toward brands, and the store patronage behavior were significant. The relationships between consumer's clothing brand loyalty and her prepurchase information search behavior, and the amount of purchasing of clothing were not significant.

• 복식문화연구
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• 제3권2호
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• pp.449-459
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• 1995

The purpose of this study was to classify the dimension of clothing involvement, to identify the relationship between clothing involvement and brand loyalty by demographical characteristics. The results of the study were as follow. 1. General clothing involvement consisted of one dimension. 2. Clothing involvement is positively related to brand loyalty. The higher clothing involvement group had the higher brand loyalty. 3. There were is significant relationships among clothing involvement, brand loyalty and customer buying behavior such as expense and frequency of purchase. The expense and frequency of purchase were positively related to the higher clothing involvement group and the higher brand loyalty. 4. There were significant relationship between demographic characteristics and clothing involvement, between demographic characteristics and brand loyalty.

• 한국의류학회지
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• 제19권2호
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• pp.230-241
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• 1995

The purpose of this study was 1) to investigate the effect of male clothing type and facial attractiveness on the subjects' inferences of occupation for the wearers, 2) to investigate the effect of male clothing type on the inferences of occupational characteristics. The stimuli were composed of 24 color photographs which were made of 6 types of clothing and 18 wearers who were made of 3 levels of facial attractiveness in combination with 6 types of clothing. The subjects were 288 male and 288 female university students. The subjects chose an occupation among 19 occupations presented for 6 types of clothing and the wearers. Also the subjects' inferences of occupational characteristics for the clothing were measured by semantic\ulcornerdiffenential scales. The results were as follows: 1) As a whole, the infered occupation for each of the clothing types was consistent with the expected occupations in this study. "Therefore there were stereotypes about male clothing type. At the same time, the halo effect of facial attractiveness appeared when subjects infered wearer's occupation. 2) The subjects' responses to the semantic-differential scales about 6 types of clothing were factor analyzed to identify the underlying constructs of occupational characteristics. At the result, 4 factors were emerged. The first factor was interpreted to Apperance/ Ability, the second, Indi~iduality, the third, Naivety, and the fourth, Dominancy. 3) The male clothing type influenced on the 3 factors except the Dominancy factor.nancy factor.

• 대한가정학회지
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• 제38권6호
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• pp.43-57
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• 2000

The purposes of this study were 1) to identify the effects of psychological characteristics and peer acceptance on female adolescents'clothing behaviors(clothing attitudes and preference for up-to-date style), and 2) to determine the differences in psychological characteristics and clothing behaviors among subject groups classified by sociometric status. The questionnaires dealing with public/private self-consciousness, adolescent egocentrism, self-efficacy and clothing behaviors were adapted from precious studies. Peer acceptance was measured using Coie and Dodge(1983) method. The data were collected from 485 middle and high school girls living in Seoul, Korea. From the results of multiple regression of psychological characteristics and peer acceptance on clothing behaviors, clothing sexual attractiveness, clothing exhibition, and clothing importance were found to be influenced by public self-consciousness, adolescent egocentrism and peer acceptance. Fashion leadership and psychological dependence were influenced by egocentrism and self-efficacy. Preference for up-to-date style was influenced by egocentrism, public self-consciousness and self-efficacy. One-way ANOVA was used for analyzing the differences in research variables among subject groups classified by sociometric status. From the reset of middle school girls it was revealed that ignored group showed the highest score in clothing importance, whereas both popular group and rejected group showed the lowest score in social self-efficacy. In high school girls, controversial group showed the highest scores in adolescent egocentrism, fashion leadership, and preference for up-to-date style.