• Journal of the Korean Home Economics Association
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• v.47 no.9
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• pp.91-99
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• 2009

Mothers are a powerful consumer force in the children clothing market, and somatotype plays an crucial role on their evaluation of clothing and decision to purchase. It is therefore essential to identify the roles of mother's somatotype & somatotype cognition in relation to purchasing of children clothing. This study aimed to investigate the effects of mother’s actual somatotype & somatotype cognition on their children’s clothing evaluative criteria. In order to compare the clothing evaluative criteria of the groups and among the groups by mother’s somatotypes at the point of children’s clothing purchases, mother’s actual somatotype & somatotype cognition of their self and their children were adopted as variables. Total usable questionnaires were obtained from 147 middle-aged mothers of students aged between 10 & 13. Results indicated that practical, commodity & symbolic dimensions of children’s clothing evaluative criteria were used differently by each group to decide on purchase of clothing for thin, moderate & heavy children. This study provides important commercial information about mother’s actual somatotype & somatotype cognition related to their children’s clothing evaluative criteria, and as such can be used strategically to the effective communication with consumers.

• Journal of Fashion Business
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• v.21 no.4
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• pp.61-72
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• 2017

The purpose of this study was to analyze the impact of climate change cognition on clothing behavior of fashion consumers to understand the impact of climate change on the fashion system. An online survey was conducted of 385 people in their 20s-50s working in the fashion industry as well as general consumers. Data collected from surveys were analyzed by factor analysis and t-test. Results are as follow: First, climate change cognition consists of four sub-dimensions, which are 'knowledge of climate change' and 'recognition of climate change in Korea'. Second, clothing behavior related with climate change consists of six sub-dimensions, which are 'environmentally-friendly fashion purchases', 'new clothes-wearing style affected by climate change', 'ethical fashion consumption', 'pursuit of functional fashion', 'pursuit of seasonless fashion', and 'clothes-wearing in response to climate change.' Last, the group with higher cognition of climate change than the group with lesser cognition had significantly higher degree of trying new styles created because of climate change, making ethical fashion purchases, pursuing functional fashion, and wearing clothes in response to climate change.

• Journal of Fashion Business
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• v.17 no.5
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• pp.165-182
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• 2013

This study conducts a survey based on 425 Chinese females in their twenties to thirties in order to examine the relevance between the cognitions of appearance effectiveness, ideal appearance seeking behavior and clothing image preference which have effects on their self-identity and interpersonal relations. The results of this study are as follows ; First, from the factor analysis for cognition of appearance effectiveness, and ideal appearance seeking behavior, a total of 4 factors such as psychological benefits, social benefits factors, pursuit of plastic surgery and pursuit of beauty treatment are being were drawn. As a result, there are significant correlations between heights of demographic variables and the cognition of appearance effectiveness, together with the ideal appearance seeking behavior. Respondents with higher heights represent the higher cognitions of appearance effectiveness, while the respondents with lower heights show more pursuits of beauty treatment behavior to reach the ideal image. Second, factor analysis of the clothing images are 4 factors such as classic-trendy, natural-dynamic, casual-formal, and masculine-feminine images. There are significant correlations between the four factors from clothing preference images and four factors from the cognition of appearance effectiveness, and ideal appearance seeking behavior. This suggests that higher social status such as job, income, residential district, and age among the demographic factors has greater effects on the clothing image preference.

• Korean Journal of Human Ecology
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• v.6 no.2
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• pp.115-120
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• 1997

To investigate the cognition of labeling system and its problems, problems in laundry, and consumer's dissatisfaction and to decrease problems in management of clothing products, total 476 subjects were surveyed in Taejon. The major results were as follows ; 1. The cognition of labeling system was understood by 93.1% of respondents, and 72.9% of them prefer to recognized labeling by figures and letters than by either of them. Most of respondents got the knowledge of labeling system from school. The most frequently experienced mislabeling was the label for management. 2. In cleaning, 60.4% of respondents made their decisions of the laundry method after seeing labeling system. When the label recommanded either of hand washing or dry cleaning, they usually laundered with hand washing after a few times of dry cleaning. The first consideration factor for laundry was fiber composition of textiles. 3. About 70% of respondents understood ironing, laundry, and drying mark on labeling system, and 53.8% understood fiber composition and bleaching. 4. More than 90% of respondents experienced dissatisfaction in handling clothing products. The reason of dissatisfaction was deformation and decoloring after laundry. Most of respondents experienced change of tactile sensation, too.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.3
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• pp.480-494
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• 2016

This study focuses on influential relationships for consumer's cognition about sponsorship, consumer-brand relationship, brand equity, customer satisfaction and customer loyalty. To accomplish it, a questionnaire survey (answered by 600 males and females over the age of 20) was conducted by an Internet Research Company from October $5^{th}$ to $20^{th}$ in 2011. The results of the analysis were: First, consumer's cognition about sponsorship consisted of sponsorship interest, sponsorship importance, sponsor-sponsorship suitability, and sponsorship expectation. Consumer-brand relation consisted of personal attachment, trustful relationships and commitment relationships. Brand equity for golf wear consisted of three factors (brand awareness, brand image, perceived quality). Customer satisfaction and customer loyalty consisted of one factor. Second, the commitment relationship was influenced by sponsor-sponsorship suitability, sponsorship interest, sponsorship importance and sponsorship expectation. However, personal attachment was influenced by only sponsorship interest and sponsorship expectations. The trustful relationship was influenced by all factors of consumer cognition, except sponsorship interest. Customer loyalty was influenced by consumer's cognition about sponsorship, consumer-brand relationship, brand equity and customer satisfaction. The leverage of consumer-brand relationship and consumer's cognition for sponsorship was notably larger than others.

• Journal of the Korean Society of Costume
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• v.51 no.7
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• pp.75-92
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• 2001

The purpose of this study was to investigate the grandparents' clothing image perceived by adolescents. Self-administered questionnaires were distributed and collected from 547 middle school and high school students from March to April in 2000. Frequencies, percentages, mean. and standard deviation were calculated. χ²-test, t-test, F-test, and ANOVA were used for group differences, and Duncan's multiple range test was used. The results were as follows : 1. Grandparents' clothing images were classified into four images of elegant, comfortable, fashionable and active. 2. Adolescents in middle school, in high economic status, in higher academic achievement, and who pursuited fashion perceived favorable grandparents' clothing images as more favorable. Adolescents perceived clothing images of younger grandparents with higher economic status, or grandmother as more favorable. Adolescents who had a good affection and a good-cognition to their grandparents perceived their clothing images as more favorable. Adolescents perceived their mother-side-grandparents clothing images as more favorable. 3. Grandparents were segmented into 3 groups of the fashion pursuit, the utility pursuit, and the stagnated according to their adolescents' clothing image perception. The adolescents in higher economic status, who pursuited fashion, and had a favorable cognition to their grandparents tended to perceive their grandparents as the fashion pursuit. Adolescents who had a high affection to their grandparents tended to Perceive their grandparents as the utility pursuit. Adolescents perceived their mother side grandparents as the utility pursuit.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.10
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• pp.1601-1610
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• 2009

Unplanned purchase is an unexpected buying behavior affected by product or marketing stimuli. Unplanned purchase does not follow the order of the rational decision making process. Through an in-depth interview, this study classified the types of unplanned purchase of clothing and examined the decision-making processes. The results (according to the need recognition level of consumers prior to stimuli) show three types of unplanned purchase of clothing products that are classified as: the need-manifesting type, the need-embodying type, and the need-reminding type. In addition, each type is reclassified into the high-cognition type and the low-cognition type according to the cognitive effort level of consumers during the purchase decision-making process. The need-manifesting type recognized a buying need after exposure to stimuli and then engaged in unplanned purchases. The need-embodying type recognized a problem, but the purchase intention was not concrete. The need-reminding type recognized a desire to buy clothing products, but temporarily forgot it, and then later remembered the problem recognition from the past after experiencing the stimuli.

• Journal of the Korean Society of Costume
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• v.64 no.5
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• pp.62-75
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• 2014

The importance of VMD operation strategies in fashion business is growing, and this study analyzed the difference in consumers' VMD cognition of the two VMD operation systems: VMD specialist employment system and VMD outsourcing system. Two SPA brands were selected as the representative cases of the two VMD operation systems. A statistical analysis was performed using data collected from a total of 206 university and graduate students from an experimental study. Paired t-test and independent t-test were used for the analysis. The results are as follow: First, consumers' VMD cognition of the two VMD operating systems were different, and the VMD specialist employment system was valued higher than the VMD outsourcing system in all cognition dimensions. Second, the VMD specialist employment system was valued generally higher than the VMD outsourcing system regardless of gender, clothing involvement, and VMD interest of consumers. Third, the VMD specialist employment system was valued higher than the VMD outsourcing system in the following aesthetic aspects: harmony, attractiveness, and fashionable dimensions by the male, low involvement, and the VMD interested consumers. Fourth, the VMD outsourcing system was valued higher than the VMD specialist employment system in the appropriateness and the functionality dimensions by females and the high-involvement consumers, It also scored higher in the fashionable and attractive dimensions by the VMD interested consumers.

• The International Journal of Costume Culture
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• v.4 no.2
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• pp.159-164
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• 2001

Illusory Correlation Effect(ICE) is a cognitive error that arises from overestimating particular stimulus of an individual or a group. This may cause formation of stereotypes of the individual or the group and may also lead to generating various biased judgments. this study investigated the Illusory Correlation Effect of clothing style and considered the effect of Preview information. The results Provided evidence for the existence of an illusory correlation between a wearer and clothing style. Also, an illusory correlation was influenced information of stimuli attributes. This implies subjects perceived stimuli more distinctively when previous information was provided.

• Korean Journal of Human Ecology
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• v.10 no.4
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• pp.333-347
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• 2001

The purpose of this study is to find out the washing methods specified on the care labels of vapor-permeable & water-proofed fabrics and to investigate the consumers' real washing methods in their home and their cognition. In this study, the condition of care labels on 35 products was investigated and consumers' washing methods and cognition were surveyed. The subjects were consisted of majoring clothing textiles' female, female student attending in other major and married-women. Data were analyzed SPSS 10.0. The major results were as follows : 1. The care labels of Vapor-permeable & waterproofed fabric products used in this survey followed the rule of KS K that is stated that care labels must include over 3 instructions. It was the most popular type of care labels to organize with washing methods, bleaching methods, weaving methods, drying methods, ironing methods. 2. Most consumers have vapor-permeable & waterproofed fabric products, but their consciousness of this fabric is low. The rate of consumer confirming the care labels was 76.6% but 67.8% of them answered they take care of textile products with their experiences. 3. Consumers' understanding of care instructions on care labels was investigated that most consumers understand domestic care instruction, but they didn't know almost all international one.