• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.6
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• pp.867-876
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• 2015

This research studies socio-cultural hegemony change focused on male society through contemporary ideal masculine images of Asian men (especially Korean and Chinese men). Participants were: South Korean men in and around Seoul and Chinese men in Beijing and Shanghai. The youngest survey participants in their 20's and the oldest in their 40's were asked about their present men's appearance images and masculinity as well as asked to evaluate satisfaction with their own style, and interest in fashion trends on a 5-point Likert scale. In this research, an ideal masculinity was tested by 6 characters (traditional masculinity, macho masculinity, androgynous masculinity, adolescent masculinity, trendy masculinity, and general masculinity) as male avatars. Asian men's consciousness of an ideal masculinity image has moved gradually from traditional masculinity to trendy masculinity, leading to new roles in a socio-cultural agenda. Korean and Chinese men are more interested in appearance and notice fashionable styles to be trendy that follow the latest fashion because most other Asian men reflect a traditional masculinity as an ideal appearance image.

• Fashion & Textile Research Journal
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• v.17 no.4
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• pp.561-573
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• 2015

The influence of tourists on the retail market in Korea continues to grow, and China has become the largest outbound-spending nation in the world. Korea's retail industry must comprehend the sophisticated consumption behavior of Chinese tourists. Hence, we explored how the experiential value of shopping in Korea affected Chinese tourists' satisfaction levels regarding stores and products. Findings from this study suggest entertainment and escapism mediate the effect of experiential value on consumer attitudes toward products and stores. This research was conducted with Chinese female tourists who shopped in Korea during their latest visit to this country. CFA and SEM were implemented using AMOS 20.0. The analysis of survey data produced interesting results. Visual appeal, crowding, and service excellence had positive impacts on entertainment, and they had a positive influence on both store satisfaction and product satisfaction. Regarding escapism, crowding and economic benefits had positive impacts, whereas visual appeal and service excellence had no effects. Results showed that escapism had a negative influence on attitudes toward both products and stores. To be clear, escapism refers to the status of absorption by which consumers are highly occupied with pleasant feelings, therefore, shopping when the motive of escapism is high is likely to be less rational and more impulsive. In this study, the diverse roles of different emotions associated with entertainment and escapism in the context of tourism shopping were identified. The findings provide practical implications for developing retail strategies and highlight the importance of the experiential values of shopping for tourists.

• Fashion & Textile Research Journal
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• v.20 no.3
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• pp.293-303
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• 2018

Since 2009, consumers could access a new shopping channel called 'mobile shopping' with the generalization of smartphones. Mobile shopping (based on wireless communication technology), emphasizes convenience differentiated from internet shopping. A recent report introduced fashion products as powerful global drivers for mobile shopping sales. Korea and China have the highest percentage of consumer mobile shopping experiences compared to other countries. This study investigates the effects of cross-over shopping orientation, perception of app attributes, and flow on app loyalty that compared Korean and Chinese consumers. We obtained 652 usable questionnaires from two local college students; subsequently, data were analyzed by using factor analysis, Cronbach's alpha, and regression analysis using SPSS 21.0 Package. The study results showed that the cross-over shopping orientation affected perception of app attributes that included Review/Information, Design, Response and Product. Product only affected Flow, which reflected a high similarity between Korean and Chinese consumers. However, Korean and Chinese consumers showed remarkable differences in the factors related to app loyalty. Therefore, the results indicate that retailers of fashion products have developed strategies to improve mobile sales and increase the app loyalty of cross-over shopping orientation consumers.

• Journal of the Korean Society of Costume
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• v.56 no.2 s.101
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• pp.45-55
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• 2006

The purposes of this study were to identify clothing attitudes and purchasing motives according to consumption orientation of Chinese middle aged women. The results of this study were as follows: 1. Factors of shopping orientation were rich & fashion, economy & profit, traditional virtue & leisure utilizing, and frugality & pragmatism. Chinese middle aged women were classified into practicality pursuit group, material & fashion pursuit group, conservative leisure utilizing group, and negative stagnating group. 2. Factors of clothing attitudes were fashion, self-confidence & symbol, politeness, comfort, and luxury. Practicality pursuit group considered politeness of clothing more and did not purchase impulsively, but material & fashion pursuit considered many factors of clothing attitudes most. Conservative leisure utilizing group considered economy most, but negative stagnate group considered less. 3. Factors of clothing purchasing motives were fashion & conformity, fitness, impulse, and practical needs. Practicality pursuit group purchased clothing because of practical needs, but material & fashion pursuit group purchased of fashion & conformity, fitness, impulse, and practical needs.

• Fashion & Textile Research Journal
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• v.24 no.4
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• pp.408-417
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• 2022

This study developed a structural model to examine the relationships among consumer traits, self-brand connections, and purchase intentions for local fashion brands under "Guochao" consumption in China. An online survey with a self-administered questionnaire was undertaken through Chinese SNS tools to collect the data. A total of 276 usable responses were obtained from Chinese consumers who are residents in China. More females(n=174, +63%) than males (n=102, 37%) participated, and they were aged from 18 to 45 years old. The measurement model was confirmed to be reliable and valid. In the estimated structural model, the consumer traits of ethnocentrism and cultural affinity positively affected the self-brand connection, leading to purchase intentions for the local fashion brands. Specifically, the ethnocentrism factor indirectly affected the purchase intentions by mediating the self-brand connection, while the cultural affinity factor had significant direct effects on purchase intentions. Thus, a partial mediating effect of self-brand connection was found in the relationship between the consumer traits(ethnocentrism and cultural affinity) and purchase intentions of local fashion brands in the cultural "Guochao" consumption context. This study provides insights into extending the cultural theory of ethnocentrism relevant to self-brand connections and discusses the managerial implications for developing strategic global branding in the Chinese fashion markets.

• Journal of Fashion Business
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• v.15 no.3
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• pp.51-66
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• 2011

The purpose of this study is to investigate the effect of the traditional color sentiment on the contemporary clothing color by studying the pictures of street fashion of Dalian in China, in view of the clothing color of women in their 20-30 years of age having highest purchasing power, along with traditional Chinese color. The clothing color is various in frequency depending on the items in street fashion. Due to the seasonal impact of summer, the most frequent item was one-piece dress with the Multi of various color patterns, followed by White, Black, PB, R and B category. In the top color, the White was most prevalent color due to the seasonal factor, followed by Black, Grey, Multi, R, Y, RP category. Achromatic color is more dominant with the ratio of 7:3, comparing with its counterpart, which consists of R and Y category of V, B, P, VP tone. In the bottom color, Dp tone of PB shows most high frequency, followed by Black. This results illustrate that Chinese women prefer blue jeans and to be looked as slimmer by using of the dark colors. In the accessories, colors of bags and shoes show different results. The bag colors show the high frequency of Dk tone, YR category, and the chromatic colors are little bit dominant than achromatic ones with the ratio of 5.3:4.7. On the contrary, the shoes colors show the highest frequency in Black, the achromatic colors are more dominant than chromatic ones with the ratio of 6.6:3.4. These results somewhat diverge from the international color trend. Color trend in Dalian street fashion in which the high frequency of V tone is observed through all the colors of the items followed by P, VP, Lgr tone in sequence. In the light of Chinese traditional color preference, this result denotes that the traditional color preferences of red, yellow are still affecting the contemporary color choices of clothing in Chinese women. The high incidence of PB category in the bottom and one-piece dress does not seem to have its origin form traditional Chinese color sentiment.

• Fashion & Textile Research Journal
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• v.16 no.6
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• pp.879-887
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• 2014

Consumers often act impulsively when making internet purchases. Triggered by easy access to products, lack of social pressure, and absence of delivery impediments, impulse buying frequently occurs in the context of internet shopping. This study tests the structural equation model of the impulse buying process for fashion products when internet shopping and examines impulse buying process differences between Korean and Chinese consumers. A total of 985 usable questionnaires were obtained from college students. Data were analyzed by structural equation model analysis using a correlation matrix with a maximum likelihood by AMOS 21.0. Results showed that increased internet browsing by consumers resulted in more impulse buying as mediated by the urge to buy; in addition, more impulse buying by consumers resulted in a higher consumer satisfaction experience. Pure impulse buying created more important antecedents of satisfaction than the promotion-oriented impulse buying. Impulse buying showed a high similarity between Korean and Chinese consumers; however, increased influence from promotion activities resulted in more fashion product impulse buying for Chinese consumers versus Korean consumers. We confirm that one of the outcomes of the impulse buying process is impulse buying product satisfaction. Korean and Chinese consumers also present similarities and differences in fashion product impulse buying. A managerial implication is discussed for retailers of fashion products to develop strategies to increase consumer browsing and subsequently trigger impulse buying accompanied with consumer satisfaction.

• Journal of the Korean Home Economics Association
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• v.39 no.10
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• pp.19-28
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• 2001

China adopted a free market economy system and is about to enter into the WTO(World Trade Organization). It has now emerged as one of the most promising markets in the world for the near future. The purpose of this study was to investigate in Chinese and Korea women's street fashion and to suggest basic information for high quality clothing merchandising for China. The subjects in this study were 800 photos it was taken at the fashion street and college in Beijing(400) and Seoul(400). The survey was taken from December, 1999. SAS(Statistical Analysis System) is used for frequency, percentage, average, standard deviation, $X^2$-test. The results of this study are as follows. Examination on the Korean and Chinese street fashion showed that Korean and Chinese have different preference for silhouette, length, and color. China has different sensibility of the items of clothing. The Chinese students prefer classical and individual Chinese street clothing. Korean student has shown very fashionable street clothing all items. It is needed to different merchandising project for clothing in China.

• Journal of the Korean Society of Costume
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• v.64 no.5
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• pp.154-167
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• 2014

This study explored culture adaptive attitudes and donning practices of traditional dress among Chinese marriage immigrant women. Quantitative research was conducted on Korea-Chinese multicultural families. Participants were 291 married women in Seoul and Gyeonggi Province. The data was analyzed using frequency analysis, factor analysis, t-test and correlation analysis. The findings are as follows: First, positive relationship was found between Hanbok acceptance attitudes and Qipao transmission attitudes. The level of Qipao transmission attitudes was higher than Hanbok acceptance attitudes especially in the part of knowledge. Han Chinese showed stronger Qipao transmission attitudes than Korean Chinese. Immigrants without Korean nationality had stronger Qipao transmission attitudes. Higher education group and higher income group showed higher level both on Hanbok acceptance attitudes and Qipao transmission attitudes. Second, more than 50% of Chinese marriage immigrant women wore Hanbok once or twice per a year. On the other hand, only 24% of them wore Qipao. This result shows that there exists a gap in the Qipao transmission attitudes and donning practices. 44% of women wore both Hanbok and Qipao in their own wedding ceremony, 32% wore only Hanbok, and 19% wore only Qipao. 64% of women had an experience of wearing Hanbok on special days such as traditional holidays or family affairs, whereas only 29% had worn Qipao.

• Journal of Fashion Business
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• v.13 no.4
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• pp.1-20
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• 2009

The main investigation of this thesis is about the comparative analysis of the fashion style preferences in the ages of 20-30 women, according to the style, by researching the area of Dalian and Seoul, represented as outstanding fashion cities in north eastern area. Both taking pictures and recording camcoders were performed at the famous fashion street in Seoul and Dalian. The period of investigation was from 24th of July to 2nd of August 2008. The result of research are as follows. Generally, the casual style was predominant in both area. The jean casual in Seoul was somewhat tidy and conservative, while that in Dalian showed the tendency of boldly exposed their body. In terms of easy casual, T-shirts and mini-tight skirt were preferred in Seoul, while T-shirts and midi-flare skirt was popular in Dalian. In Seoul, the blouse and mini skirt were in vogue, while one-piece dress, blouse and 5/7/9 length pants were prevalent in Dalian, in case of romantic style. The sports casual was relatively low in frequency in both areas, however, it was relatively more popular in Dalian than in Seoul. The frequency of classic style was similar in both areas. The T-shirts/blouse and Chanel-line skirt were preferred in Seoul, while the combination of jacket/shirts and full-length straight pants were preferred in Dalian. The one-piece dress was predominant in feminine style, the combination of mini one-piece dress and shoulder bag prevalent in Seoul, while the combination of Chanel-line one-piece dress designed as boldly exposed body was popular in Dalian, which shows the tendency of sexy, feminine style. The clear contrast or differences of street styles in Seoul and Dalian would become evident by this research. The continuous investigations into the various regions of China would be expected as an important measure for the successful launching into the Chinese fashion market.