• The Research Journal of the Costume Culture
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• v.27 no.3
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• pp.206-221
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• 2019

This study examined the causal relations among brand personality, brand identification, and brand equity of Korean SPA brands that target Chinese consumers. Data were collected from 600 Chinese consumers residing in Beijing and Shanghai from August 15th to August 30th of 2015 by using convenience sampling; 561 of the questionnaires were used in the statistical analyses. Structural equation models were employed using AMOS 22.0. The results were as follows. First, the factors of Korean SPA brand personality, such as sophistication, competence, tenacity, and interest, exerted significant influences on the brand identification, while honesty had no significant influence on brand identification. Second, brand identification had significant influence on brand awareness, brand image, and brand loyalty. Third, brand awareness showed significant influence on brand image and brand loyalty. Fourth, brand image had significant influence on brand loyalty. These results indicated that brand equity can be strengthened by enhancing brand identification with the proper brand personality. This demonstrates that if Chinese consumers can associate Korean SPA brands with a sophisticated, attractive image, brand identification may be improved and brand equity may be strengthened in the long run, providing basic data for establishing efficient marketing strategies for Korean SPA brands in the Chinese market.

• Fashion Information and Technology
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• v.2
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• pp.14-21
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• 2005

• Journal of the Korean Society of Clothing and Textiles
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• v.10 no.1
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• pp.19-26
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• 1986

The purpose of this study is to investigate the relationship between clothing behaviors, background and popularity for a group of junior-high school girls in seoul, Korea. background : father's education, type of housing and economic level. popularity : Sociometric test. For statistical analyses of the data from 446 respondents, F-test, t-test, $x^2$-test, M. and S.D. were used. The findings were as follows : 1. (1) Father's education correlated significantly with $\ulcorner$Awareness$\lrcorner$at p<.05, and with $\ulcorner$satisfaction$\lrcorner$ at P<.005. (2) Type of housing correlated significantly with $\ulcorner$conformity$\lrcorner$-at p<.005, and with significantly $\ulcorner$satisfaction$\lrcorner$ at p<.01. (3) Economic level correlated significantly $\ulcorner$conformity$\lrcorner$ at p<.05, and with significantly $\ulcorner$satisfaction$\lrcorner$ at p<.005. 2. A significantly positive relationship was found between popularity and background. The higher the economic level and father's education are, the more popular are they- in their classroom. They also were found to have their own houses. On the contrary, the less the economic level and father's education are, the less popular are they in their classroom. They, in most cases, live in rent houses. 3. A positive relationship was not found between popularity and clothing behaviors.

• The Research Journal of the Costume Culture
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• v.20 no.5
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• pp.695-708
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• 2012

This study researched consumers' awareness regarding the commercialization of Korean traditional culture through various channels or products. A survey was administered to consumers in the Gyeonggi region(n=322) from June to August 2012. Differences in the importance placed on, and preferences for, attributes of Korean traditional fashion textile and Korean traditional patterns were analyzed according to consumer characteristics. Research results showed that the factors allowing recognition of Korean traditional textile in clothing and fashion accessories were color, pattern, and textile type, in the respective order. Overall, consumers generally perceived higher importance in using the factors of Korean traditional textile in clothing than in fashion accessories. Preferences for Korean traditional patterns differed according to the type of fashion item, i.e., clothing or fashion accessories, and also according to the age and gender of the consumer. Women generally showed a tendency to place higher value on Korean traditional patterns than men. The degree of preference was higher, as well. However, only a minor difference was seen according to pattern type. Women showed a higher preference for plant patterns, literal patterns, and geometric patterns compared with men. The preferred type of traditional pattern was also different according to age. Consumers in their 20s and 40s presented a higher preference for Korean traditional colors when compared with the 30s group. On the other hand, the preference for Korean traditional patterns was higher among consumers in their 40s than those in their 20s or 30s. The results of this study show that the awareness of consumers regarding Korean traditional textile reflected in clothing and fashion accessories differs according to gender or age. Thus, this implies the need to consider the differences in perceived importance and preferences among target consumer groups to develop various fashion products that use Korean traditional fashion textile.

• Fashion & Textile Research Journal
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• v.19 no.1
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• pp.90-100
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• 2017

In this research, consumer awareness investigation and wearing test were carried out for obtaining useful data on the development of thermo-sensitive functional clothing material. A survey involved 216 people in Seoul and Kyeonggi-do, and 200 questionnaires data were analyzed by descriptive statistics and frequency using SPSS 17.0. Four healthy men in twenties were participated for wearing test. Subjects in normal loungewear were exposed to temperature change from the initial temperature $30^{\circ}C$ down to $5^{\circ}C$ for an hour in a climate chamber. The environmental temperature, surface temperature of garment and skin were measured. As a result, most of respondents have all season clothing products such as underwear, hosiery, and jogging suit for loungewear. Also, thermo regulator y functional clothes are frequently used as underwear and sweat shirt. The consumer awareness investigation on thermo regulatory functional clothing showed that the most important key buying factor is quick climate temperature response, easy maintenance, design and cost, in that order. Surface temperature of garment went down with the cooling down of environmental temperature. The lower environmental temperature, the greater temperature difference by body part showed. Skin temperature change by environmental temperature showed similar tendency of garment surface temperature. In comparison between garment surface and body skin, temperature difference became larger under the lower environmental temperature.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.9_10
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• pp.1364-1372
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• 2007

The purpose of this research is to provide the fundamental data about knitwear laundering and care. A questionnaire was designed and survey data was colleted from male and female consumers. Descriptive statistics, Chi-squire and t-test were conducted for statistical analysis. Results indicated that female consumers were more susceptible with 'handle with care' or 'fragile label' than male consumers. Females preferred hand washing whereas males preferred dry cleaning. Marital status of respondents did not affect awareness of care labels. Consumers considered more about stability of product shape than stain removal. Although most respondents followed proper ways to knitwear care and laundering, they felt that technical knowledge or deep understanding about washing is needed. In order to increase consumer satisfaction with knitwear products, the importance of care labels should be acknowledged.

• The Research Journal of the Costume Culture
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• v.23 no.1
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• pp.11-23
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• 2015

The purpose of this study was to investigate the differences in female college students' sociocultural attitude toward appearance and pursuit of clothing benefits according to their narcissism. Data collection was conducted through survey for female college students, and a total 221 questionnaires were used for data analyses. For analysis of data, frequency analysis, factor analysis, reliability analysis, and one-way ANOVA were applied. The results were summarized as follows. First, the factor analysis on narcissism resulted in two dimensional structures: self-initiated and other-dependent narcissism. The respondents were categorized into four narcissism groups, such as compositive, self-initiated, other-dependent, and withdrawn narcissism groups. Second, the factor analysis on sociocultural attitude toward appearance resulted in two dimensional structures: internalization and awareness. Five dimensions of pursuit of clothing benefits were identified: individuality, self-expression, fashion, comfort, and social recognition pursuit. Third, there were significant differences among the categorized narcissism groups in sociocultural attitude toward appearance and pursuit of clothing benefits. The results confirm that narcissism has an impact on sociocultural attitude toward appearance and pursuit of clothing benefits. It is expected that this study provides insight for apparel makers or retailers to develop their marketing strategies.

• The Korean Journal of Community Living Science
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• v.15 no.4
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• pp.67-78
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• 2004

This study was designed to understand purchase motivation for clothing, evaluation criteria for clothing, evaluation criteria for stores depending on average monthly expense for clothing among female college students in Yanbian, China. Questionnaire was used for measurement tools to study the subject of the thesis. Each question was rated in 5 point scale, where 1 means 'not at all' and 5 means 'definitely'. The main study was conducted against 300 female college students from May 17 to June 5, 2001. The data for the study were analyzed using SAS PC program for frequency distribution, percentage, t -test. The purchase motivation for clothing, evaluation criteria for clothing, evaluation criteria for stores are affected by average monthly expense for clothing. The result was showed as follows : A significant difference was showed in the purchase motivation, evaluation criteria for clothing, evaluation criteria for stores, preferred stores between lower group and higher group depending on monthly expense on clothing. A meaningful difference was showed in 4 areas'to try a new trend, impulsive buying at the store display, for a change of mood, for stylish appearance'in the purchase motivations for clothing depending on the monthly expense for clothing, in 2 areas'brand, trendy fashion'in evaluation criteria for clothing depending on the monthly expense for clothing, in 3 areas 'after service, hospitality of sales person, brand awareness' in the evaluation criteria for stores depending on the monthly expense for clothing, And Respondents of a high expense group for clothing showed higher means compared to a low expense group for clothing in all areas. A significant difference was showed among groups regarding preferred stores based on the monthly expense on clothing.

• Journal of the Korean Home Economics Association
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• v.25 no.1
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• pp.1-10
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• 1987

The purpose of this study was to investigate the relationships between demographic variables and seven aspects of clothing behavior of adult males, and to attempt to develop the measurement of men's clothing behavior. Age was ranked by five gradation (20∼60 ages) and socio-economic status was divided into three categories (high, middle, low) based on the subjects' education, occupation and economic status. Six aspects of clothing comfort, satisfaction, status symbol, conformity, fashion interest and clothing acceptance I were assessed with Koh's, Chung's and Lee's questionnaires. Clothing acceptance by line-drawing of clothing syles representing different levels of formality for occasions designed to measure the awareness of appropriate clothing category of business suits. The questionnaires in this study were administered to a sample of men living in Seoul. The sample was drawn by the random-cluster sampling method. The data from 362 respondants were analysed. To determine the internal validity of clothing behavior mesurement, factor analysis was computed, whereas to determine the reliability, Cronbach's alpha was calculated. The statistical methods adopted were correlation, one-way ANOVA, and multiple regression. The results obtained in this study were as follows: 1) As for clothing behavior instruments, items dealing with status symbol and fashion nterest were proved to be satisfactory as a measurement of adult males. Eight factors emerged on clothing acceptance Ⅱ, most of which were representing unappropriate clothing choice for occasion. 2) Demographic variables were significantly related to the adult males' clothing behavior. (1) Age was positively related to clothing conformity but negatively to fashion interest. (2) Socio-economic status was positively related to clothing satisfaction, status symbol, and fashion interest but negatively to clothing confort. (3) When age was controlled, socio-economic status was negatively related to comfort in 40∼50s age group only, and negatively related to clothing conformity in 20∼30s age group only. (4) Four subscales of clothing acceptance Ⅱ representing unappro-priate clothing practice for selected occasions were negatively related to age and/or socio-economic status.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.2
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• pp.216-230
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• 2014

The importance of the Chinese fashion market is increasing; therefore, this study investigates the possibility of implementing a Word-of-Mouth (WOM) marketing strategy among Chinese students in Korea. This study examines the effects of consumer characteristics (similarity, opinion leadership, and fashion innovativeness), awareness of Korean fashion brands, satisfaction with Korean fashion products on WOM experiences and WOM behavior (off-line as well as on-line). A total of 161 responses from Chinese students in Korea were gathered and analyzed using SPSS 20.0 for descriptive statistics, factor analysis, and regression analysis. The results show that consumer characteristics (except similarity) significantly influence WOM experiences, opinion leadership influence off-line WOM behavior, and fashion innovativeness influence online WOM behavior. However, similarity has no influence on WOM experiences and WOM behavior. Second, Korean brand awareness affect both WOM experiences and behavior; however, satisfaction with Korean fashion products only affected WOM experiences. This study showed the feasibility of conducting a WOM marketing strategy using the WOM effects of Chinese students in Korea. The study may help the Korean apparel industries establish an entry strategy for the Chinese market.