• Fashion & Textile Research Journal
• /
• v.13 no.4
• /
• pp.523-530
• /
• 2011

This study aims to make a comparison between variables influencing female college students' body shame and appearance change intention in individualist culture(Germany) and collectivist culture(Korea, China), that which variable among individual's physical character(BMI), psychological character(public self-image), and sociocultural pressure has the biggest influence in each culture. The findings of the research are as follows. 1. The German group of female college students had the highest BMI, and there were no difference between Korean and Chinese group. Public self-consciousness, sociocultural pressure, ideal appearance attitude, body shame, and appearance change intention were highest in Korea and lowest in Germany. 2. The variables that affected body shame were powerful in the order of sociocultural pressure, appearance internalization, BMI, and appearance awareness in the Korean group of female college students. In the Chinese group, the order was sociocultural pressure, appearance internalization, and public self-consciousness. On the contrary, in the German group the order was appearance internalization, appearance awareness, sociocultural pressure, and public self-consciousness. 3. The variables that affected appearance change intention were powerful in the order of sociocultural pressure, body shame, and appearance awareness in the Korean group of female college students. In the Chinese group, the order was sociocultural pressure, body shame, and appearance awareness, and in the German group, the order was appearance internalization, body shame, and BMI.

• Journal of Fashion Business
• /
• v.10 no.3
• /
• pp.100-116
• /
• 2006

The purpose of this study was provide for the useful fundamental data by developing an lower appeal sizing system according to body types for early 20s Chinese women. The subjects were 348 women whose ages were between 19 and 24 to live in Beijing and Shanghai, China. Out of total, 341 women with no abnormal numbers were taken as the sample of research. This study was to characterize lower body type of the Chinese women in their early 20s by classifying them into groups according to drop measurement suggested by GB. This study investigated body types of the Chinese women in their early 20s depending upon regions (Beijing and Shanghai) according to each factor. This study made use of 46 kinds of indirect measures from June 23, 2004 to August 7, 2004. SPSS WIN 13.0 Program was used. And, correlation analysis, factor analysis, ANOVA(t-test and F-test) and duncan's multiple test, etc were done. The average of the early 20s Chinese women's stature is 160.0cm, waist circumference 66.4cm, hip circumference 89.8cm, weight 52.1kg. The result of analysis about the early 20s Chinese women's lower body size which are total 62 items come to 6 factors. The Chinese women in their early 20s were divided into 3 groups depending upon waist circumference and drops of hip circumference.

• The Research Journal of the Costume Culture
• /
• v.23 no.6
• /
• pp.972-986
• /
• 2015

This study seeks to explore the relationship between clothing adaptation and acculturation for married Chinese immigrant women. In addition, it aims to analyze the differences in their clothing consumption behaviors according to acculturation level. To achieve these purposes, a quantitative research study was conducted on 291 wives of Korean-Chinese multicultural families in Seoul and Gyeonggi. The data was analyzed using factor analysis, cluster analysis, ANOVA, and the Duncun test. The findings were as follows. First, the women were divided into three groups based on their level of acculturation, which was defined as 'assimilated', 'marginalized' and 'segregated'. Second, the relationship between their acculturation level and their clothing adaptation was identified. The marginalized group had the lowest level of clothing adaptation. Third, the groups' differences in clothing selection criteria were analyzed. The segregated group considered the practical aspects (price, color, quality) of clothing to be more important than the other groups. The marginalized group scored the lowest in valuing the aesthetic factors (design, style, trendiness) of clothing. Finally, conformity of clothing consumption varied significantly based on acculturation level. The assimilated and marginalized groups showed higher levels conformity than did the segregated group. Clothing purchase location also varied significantly between the three groups. The assimilated and marginalized groups preferred online shopping, but members of the segregated group preferred to carry out their shopping off-line. This study showed that clothing adaptation and clothing consumption behaviors play key roles in understanding the acculturation of multicultural families.

• Journal of Fashion Business
• /
• v.17 no.3
• /
• pp.58-73
• /
• 2013

In China, the phenomenon called 'Korean Wave' has boosted the interest in Korean pop culture, such as TV drama, music and films, and even in the general culture and society. As Korean singers, movie actors and talents become popular beyond acceptance of public culture, those who learn Korean, buy Korean products and visit Korea have emerged. Especially, most Chinese women have used Korean hair cosmetics and the interests in Korean hair cosmetics are increasing, since cosmetic companies entered China early due to Korean wave. Thus, the status of purchase of Korean hair cosmetics is growing day by day in China. In particular, since the environment is established to buy hair cosmetics easily in Myeong-dong which is one of the shopping tourism special districts, many Chinese tourists are crowded there. Based on such phenomenon, this study explored the differences in perceptions towards 'Korean Wave' among Chinese tourists who purchased Korean hair cosmetics in Myeong-dong, and analyzed the factors that largely determine the interest in Korean hair cosmetics and their purchase behavior. Therefore, this study is aimed at contributing to the development of hair cosmetics products and the market amid Korean Wave. As the research methods, 100 answered questionnaires were collected with target of Chinese tourists at 20s and 40s who purchased Korean hair cosmetics in Myeong-dong once 120 questionnaires were distributed. In-depth analysis was conducted and final research data were used. It was confirmed that Korean fever positively affected the Chinese tourists' purchase behavior and satisfaction of hair cosmetics, and the interests in Korean hair cosmetics at 20s were higher than at 40s. People at 20s had higher awareness, satisfaction and intention of repurchase of hair cosmetics compared rather than people at 40s. The research confirmed that Chinese tourists are very interested in Korean hair cosmetics as the pop music craze has led to the general Korean Wave, and differences in such perceptions have led to significant differences in the product purchase behavior.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.34 no.2
• /
• pp.357-370
• /
• 2010

This study presents the basic resources for the enhancement of the competitiveness of the Korean fashion brands in the Chinese fashion market. They are composed of the differences and common points of clothing styles in Seoul, Beijing, and Shanghai, by analyzing the style comparatively. The research was performed by taking pictures of the Summer 2009 street fashions, from July $1^{st}$ to July $15^{th}$ 1999 (10 am to 5 pm). Among the data about the three cities, 200 photos were selected of women in their twenties and thirties, respectively. The disparity of regional preferences were noted in the fields of easy casual, romantic casual, sports casual, character casual, classic style, and feminine style. There were no specific differences in style among the three cities in the easy casual and classic style. The romantic casual after the easy casual were more prevalent in Seoul, as compared to the two cities in China. The neat style was more prevalent in Seoul. In Beijing the feminine style after the easy casual were preferred. The conservative style was more preferred in Seoul, while the body exposed style was preferred in Beijing and Shanghai. In Shanghai, the character casual was preferred and shows the similarity to the fashion style of Seoul, rather than Beijing. The high exposure of the body in romantic casual and feminine styles was more remarkable in Beijing and Shanghai. The frequency of the character casual that emphasized individuality with a unique style was relatively high in Shanghai. Seoul, Shanghai, and Beijing showed a similarity in the acceptance of fashion trends and preferences in clothing style. However, the fashion coordination in Shanghai and Beijing was different from Seoul.

• Journal of Fashion Business
• /
• v.16 no.1
• /
• pp.26-40
• /
• 2012

The purpose of this study is to examine the fashion lifestyle variable of global consumers and to compare among US, Chinese and EU consumers. The data were collected in US(n=749), China(n=702) and EU(n=1083) from 2008 to 2010. For analysis, factor analysis, reliability analysis, K-means cluster analysis and chi-square analysis of SPSS 18.0 are used. The research results are as follow: First, it is shown that significant lifestyle factors of global fashion consumers are "adventure seeking", "fashion-oriented", "conspicuous consumption", "leadership", "brand-oriented", and "DIY". As a result of the cluster analysis of lifestyle types, four cross-national market segments are identified. These segments can be labeled as follows: "conservative fashion-oriented group", "passive consumer group", "neutral consumer group", "active fashion-oriented group". Second, findings also reveal that fashion lifestyle segments had meaningful differences between nationality and by year. Third, the US consumers tended to have conservative fashion-oriented lifestyle in 2008, however global consumers were changed to have active fashion lifestyle in 2010. This research will be useful to global brands in planning marketing strategies by offering specific information for global consumer fashion lifestyle.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.22 no.4
• /
• pp.63-78
• /
• 2020

Korean Chinese, immigrants to China, have developed their own traditional costume culture. This paper aims to analyze the traditional costume culture of the Korean Chinese and to provide data for posterity. The research methods are literature research, survey research, and analysis research. The results are as follows: According to the changes over generations, the top of women's Hanbok has changed in length as has the jeogori (jacket), the git (collar), and the gooreum (breast-tie). The width of the git, dong-jeong (thin white cloth-covered paper collar of Hanbok), the sleeve, and gooreum have also changed. The git and the barae (the curve part of the sleeve) have changed from straight patterns to curves. The skirt had changed in wrinkles arrangement, length, and silhouette. The men's Hanbok jeogori and sleeves were lengthened; the pants became wider and were lengthened, and the collar also became curved. The vest has not changed and the du-ru-ma-gi (coat) that once disappeared is being worn again; the bae-ja (vest) and magoja (over-jacket) are worn frequently in modern times. The garments mainly used natural fiber until the development of synthetic fibers, but the treand has been the use of luxurious natural fibers in modern times. The initial color pattern was achromatic, but that changed with the appearance of synthetic fibers, and nowadays it is mainly the garmetnt can display a variety of colors. In addition, hairstyles and shoes have been eveolved from traditional to modern styles.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.21 no.3
• /
• pp.37-53
• /
• 2019

The purposes of this study were to investigate Chinese female consumers' shopping orientation and clothing shopping behaviors on the internet and to find the differences in internet shopping behaviors of consumer groups segmented by clothing shopping orientation. The subjects were 417 women in their 20s and 30s from the Gillim Province, China. The research method was a survey, and the questionnaire consisted of a clothing shopping orientation subscale, clothing, their shopping behaviors via the internet, and the subjects' demographic characteristics. For data analysis, a frequency analysis, a cross-tab analysis, a factor analysis, a cluster analysis, ANOVA, and Duncan's multiple range test were performed. The results of this study were as follows. The clothing shopping orientation was derived using five factors (trend pursuit, pleasure pursuit, brand pursuit, economic pursuit, and convenience pursuit). Chinese female consumers were classified into three groups (hedonic group, ambivalent group, and practical group) by clothing shopping orientation. These three groups showed many significant differences in their clothing shopping behaviors on the internet. The hedonic group preferred the specialty and cross-border shopping malls, and considered product quality and trend as their main purchase motives. The ambivalent group considered the convenience of the purchase and trend as important motives as compared to the other groups, and they use more various product selection criteria. The practical group considered low price and convenience and the search simplicity of various products as major purchase motives. In addition, the hedonic and ambivalent groups had a higher purchase satisfaction and purchase intention from internet shopping than the practical group. This study suggested that clothing shopping orientation is one of the useful segmentation variables and fashion marketers needed to establish differentiated marketing strategies for each consumer group that is segmented by clothing shopping orientation.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.26 no.1
• /
• pp.1-16
• /
• 2024

This study aims to investigate the differences in blue jean styles and the visual images associated with them. To achieve this, literature reviews, case studies, and surveys were conducted. The results are as follows. 1) Based on previous studies, it was found that the design elements influencing the style of blue jeans and their visual images include waistline position, silhouette, details, decorations, and color. Additionally, differences in the preferences and visual evaluations of Korean and Chinese individuals regarding the style of blue jeans were confirmed. 2) Skinny blue jeans are typically characterized by a high waistline and a length that reaches the ankles, featuring a snug fit with stretchy fabric. Straight blue jeans, on the other hand, usually have a natural or high waistline and cover the instep, with a straight silhouette descending from the thigh to the hem. Bell-bottom blue jeans are primarily high-waisted and cover the instep with a silhouette forming a bell shape from the knee to the hem. 3) Korean and Chinese women in their 20s evaluated skinny, straight, and bell-bottom styles of blue jeans as having a 'casual' image. However, they also associated bell-bottom style blue jeans with 'unique' and 'attractive' images. Interestingly, Korean women described skinny-style blue jeans as making someone look 'youthful', while Chinese women perceived them as 'sophisticated', 'making the waist look thicker', and 'unassuming'. As for straight-style blue jeans, Korean women saw them as 'well-fitting', while Chinese women described them as 'making one appear taller', 'desirable', and 'free-spirited'.

• Fashion & Textile Research Journal
• /
• v.18 no.3
• /
• pp.317-326
• /
• 2016

The main purposes of this study were to segment Chinese consumers who purchase fashion products through internet commerce according to internet shopping values, to compare their online word-of-mouth acceptance and dissemination behavior, and to examine the demographic characteristics and purchase behavior of the segments. 715 questionnaires were collected through internet survey from January $19^{th}$ to March $16^{th}$, 2015 and a total of 488 were used for the final data analysis. The respondents were twenty to thirty nine years old men and women living in all over China. Hedonic and utilitarian shopping values were identified through factor analysis and based on the shopping values, the respondents were categorized into four groups-ambivalent shopping value group, hedonic shopping value group, utilitarian shopping value group and indifferent group. Among these groups, there were significant differences in terms of online word-of-mouth acceptance as well as dissemination level and motivation. In overall, ambivalent shopping value group showed high online word-of-mouth acceptance as well as dissemination motivation. The groups also showed significant differences in clothing selection criteria, frequently purchased internet shopping sites, online clothing shopping frequency and information sources. The groups also differed in terms of age, residential area, education level, occupation and income. However, there were no significant differences in gender and marital status among the groups.