• 마케팅과학연구
• /
• 제15권1호
• /
• pp.41-60
• /
• 2005

최근 들어 미용서비스를 대상으로 한 소비자 행동 연구들이 활발하게 진행되고 있으나 주로 서비스 접객시점에서의 서비스 품질과 고객만족 등에 관한 연구였으며, 소비자 의사결정과정의 첫 단계에 해당하는 욕구발생 혹은 문제인식 단계에서의 미용서비스 구매동기를 다룬 연구는 미미하다. 본 연구는 미용서비스업 중 머리미용서비스를 대상으로 미용서비스에 대한 소비자의 구매동기와 정보 탐색이 어떠한 내용으로 구성되어 있는지 그 개념적 구조를 살펴보고, 미용서비스 구매동기가 정보탐색에 미치는 영향을 알아보며, 인구 통계적 변인에 따라서 미용서비스에 대한 소비자의 구매동기와 정보탐색의 하부요인이 어떠한 차이를 보이는지 알아봄으로써, 향후 미용서비스와 관련된 연구에서 활용활 수 있는 소비자의 구매동기와 정보탐색에 대한 기초적인 자료를 제공하고자 하며, 미용서비스업을 경영하는 경영자와 마케터들에게 미용서비스 소비자들의 구매행동을 이해시켜줌으로써 미용서비스업의 특성에 맞는 마케팅 전략을 수립하는데 도움을 주고자 하는데 그 목적이 있다. 연구결과, 미용서비스를 이용하는 소비자들은 실질적 필요 이외에 유행추구, 충동구매, 특별한 일, 분위기 및 기분전환에 의해서도 구매동기가 활성화됨을 알 수 있었고, 대중매체, 다른사람 의견, 경험 및 점포관찰, 판촉물을 이용하여 정보를 탐색하였으며, 미용서비스 구매동기 하부요인 중 유행추구, 충동구매, 분위기 및 기분전환의 3가지 요인만이 정보탐색활동에 영향을 미침을 알 수 있었다. 또한 연령아 상대적으로 낮고, 미혼이며, 직장여성이나 학생 집단일수록 다른 집단에 비해 대체로 다양한 미용서비스 구매동기를 보였고, 정보탐색정도가 높은 것으로 나타났다.

• 패션비즈니스
• /
• 제3권3호
• /
• pp.27-37
• /
• 1999

The purpose of this study is to provide for the basic data useful to the effective production and marketing of the brassiere befitting adult women's body shapes and preferences, and thereby, help them improve their apparel life. For this purpose, 563 Korean adult women aged between 20-59 were sampled to survey their practices of purchasing the brassieres and positively identify the factors affecting the practices and thereupon, determine the correlations among them by age group. Data is processed by a computer(SAS) and analyzed by using frequency, percentage, $\chi^2$-test, ANOVA, Duncan-test. The main results of this study are as follows; 1. The adult women tend to use such mass media as TV, magazines, catalogues and DM to decide for themselves which brassiere befits them most, and to check the brand-name(78.8%) or the sizes(93.4%), but more than 90% of them purchase their brassieres without trying on them. 2. The places of purchasing on which adult women rely most for their brassiere are department stores(32.6%), agencies(26.1%) and discount or pension shops(25.4%), while more than 90% of the sample women often visit bargain sale shops. The average number of brassieres possessed by our adult women is 5.7, and an adult women buys 2.6 brassiere costing 10-30 thousand wons a year on average and consumes a brassiere for the period from 6 months to 2 years. 3. It had been disclosed that the brand favored most by adult women is Venus(56.2%), followed by Vivien (17.6%), Wacoal(6.8%), Amie(2.5%) and Body Guard(2.3%). The most influential factors for the popularity of brands are fitting condition(40.3%) and design(23.8%), which suggests that consumers appreciate functionality and aesthetics. The most important reference affecting our women's choice of brassiere is size(64.4%), followed by design and functionality. The brassiere style favored most by adult women is a wire-type 3/4 cup brassiere made of thin material with sewing lines, while the most favorite color is white. In all, it has been found through this study that adult women's practices of buying their brassieres differ by age group, which may well suggest that brassiere production need to take such age-wise practices into consideration in setting up their brassiere production and marketing strategies.

• 패션비즈니스
• /
• 제3권4호
• /
• pp.83-91
• /
• 1999

The purpose of this study is to provide some useful references to the educational field in terms of providing on analysis of job characteristics of fashion designers working in the women's wear industries. The data were collected from 102 fashion designers working in women's wear industries through the questionnaire and were analyzed by SPSS packages of frequencies and percentiles for comparative study, and the results are as follows: 1. The demographic characteristics of the fashion designers are; unmarried (80.4%), working less than 2 years (20.2%), completion of junior college(68.6%), majority ages between 20-24 yrs(43.1%). An average length of working in one company war less than 6 months. 2. The ratio computer usage of the design room was approx. 52.0% especially in the management of sales (52.9%) and the ratio in fashion design was approx. 17.6% in merchandising planning. 3. 76.4% of respondents was working 10 hours a day, and 50% of them was dissatisfied on the job caused by excessive working hour (31.4%) and job over load (35.3%). In the developing fashion design with the relation of actual job, insufficient knowledges of the concerned technical and production fields (68.6%) were indicated as the most difficult area. In addition, fashion magazines were considered as the most helpful resource(94.1%). 4. It was noted that the target age groups for the brand were clearly divided into two groups, notably the early and middle of twenties and the early and middle forties. Among the produced items, formal wears were accounted for 52.9%. 5. As far as the contents of job are concerned, the fashion designers are mostly engaged in purchasing textile, collecting informations of fashion, quality control, whereas their actual job is apparel design. 6. The training that the fashion designer received beside formal education includes attendance of private institutes(62.7%), OJT(7.8%), seminars(4.9%). Regarding formal education, the respond indicated that they had least opportunity to received computer training. 7. The necessary subjects in the schools for the fashion designers in relation to the current job were fashion information, merchandising planning, pattern making, cutting, fashion marketing, knowledges of clothing material in sequence. Subjects which are necessary for the further development include pattern making(21.6%), fashion marketing(14.7%), and designing with computer(7.8%).

• 패션비즈니스
• /
• 제15권6호
• /
• pp.113-133
• /
• 2011

The purpose of this study is to establish academic identity as well as produce human resources that industries need by grasping curriculum of the departments related beauty focusing on Korean colleges (junior colleges and four year course colleges), analyzing examples of advanced countries and suggesting their developmental direction. For the research method, the reference period of curriculum in Korean colleges was from Jul. 05th, 2011 to Aug. 05th, 2011. the investigation method is as follow: first, the curriculum of the departments related to beauty which were registered in the web sites were investigated. Second, the documents were received by fax and Email from each department after calling it. Third, questions and answers were done in reference to majors on the phones. these methods are intended for 65 junior colleges and 16 four year course colleges (total 81 ones). It clarified that lifelong education centers and the graduate courses were ruled out. the statistical analysis about data which were investigated like this were done by the frequency analysis. The results which examined the major subjects of Make-up focusing on Korea and foreign countries are as follow: First, the result which examined the major and theory subjects of Make-up has found that there are the human body theory, the equipment theory, the marketing theory are the management theory in Korean junior colleges and physiology/chemical, management, marketing and equipment product were treated in four year course colleges of Korea. As for foreign colleges, the subjects related to history and culture are mainly treated as the theory courses and their purpose is to cultivate basic knowledge of the fields which are mainly connected to Make-up including plays, movies, TV and studios. Second, the result which examined practice subjects of Make-up major has found that practice subjects of the total ones are of great importance in junior colleges. And it could be found that the Make-up field is of little importance as it is not independent and exists with the hair and skin fields in one department in the four year course colleges. Especially, in the foreign countries, the more detailed and professional subjects including classes which treat digital media, studio technologies, production, wigs and the special effects were treated by the field class system and these characteristics implies that Korean curriculum should be changed in the future. Based on this analytical results of investigation, this researcher tried to propose the developmental direction of Korean curriculum in the future.

• Asia Marketing Journal
• /
• 제15권1호
• /
• pp.57-81
• /
• 2013

The purpose of this paper is to seek ways to improve the competitiveness of Korea's fashion industry by utilizing the source of competitiveness of Japan's fashion industry, which represents the world's leading countries in terms of fashion, so that Korea can better enter the global fashion market. The study shall first compare the competitiveness of the Japanese and Korean fashion industries by utilizing the generalized double diamond model; second, provide an understanding of what the Japanese fashion industry can offer to Korean fashion industry and companies - that is, understand what the Japanese fashion industry's competitive edge is; and third, study the kind of global competitiveness that Korea's fashion industry must achieve. To adopt a generalized double diamond model to compare the competitiveness of the Korean and Japanese fashion industries, we selected 31 sub-variables to act as determinants of the model. That is, we extracted 31sub-variables by doing research of literature to analyze national competitiveness of the fashion industries. To measure these 31 sub-variables, secondary data was gathered. We collected data related to each sub-variable from various sources of Korea and Japan. And to calculate the competitiveness index, we took three steps with reference to previous studies. We found that status of the fashion industry of the two countries as it stands. That is, Japan is an advanced country of which fashion industry is domestic market-oriented while Korea is a small open economy that mainly focuses on the foreign market. Out of 31 proxy variables, Korea's fashion industry shows higher measurements relating to production and export than Japan, but Japan's fashion industry reports higher measurements than Korea in the fields of R&D, design and brand power, the rate of value added, the efficiency of companies and globalization. In order for Korea's fashion industry to achieve competitiveness in the global market, it should pursue the following development direction. First, it is very difficult for Korea to follow the footsteps of the U.S. and Japanese fashion industries that are able to take advantage of economies of scale, because Korea is smaller than those countries. Therefore, in the case of small economies such as Singapore, strengthening of international activities will practically improve domestic determinants that Korea should improve its domestic diamond by enhancing the current competitiveness of its international diamond. In other words, Korea needs to further endeavor to develop and expand global resources and markets as well as improve its competitiveness in terms of R&D, design and brand power, the rate of value-added, and the efficiency of companies. As the Korean fashion industry shows relatively advanced level of information technology and the fashion education system, it has considerable potential to grow. Korea is expected to have a huge growth potential since it has relatively higher level of information technology, fashion education system and activities than those of Japan in both the domestic diamond and international diamond. In particular, a better environment is laid out before Korea to gain competitiveness in the fashion industry due to the recently growing influence of the Korean Wave that Korea is expected to grow as a leader in the Asian market as well as in the global market.

• 마케팅과학연구
• /
• 제19권4호
• /
• pp.57-63
• /
• 2009

随着电子商务指数式增长(电子商务), 营销人员正试图获得通过强调服务质量和服务方面的相互作用而导致客户满意度或行为后果的竞争优势. 特别是对于服装, 服务质量是鼓励客户电子忠诚的关键因素之一, 并增加电子商务中服装零售的成功. 因此, 本研究探讨电子服务质量(电子SERVQUAL)的因素和根据Parasuraman等人(2005)的研究框架对网上服装购物的电子忠诚度的独特影响. 这项研究的具体目标是确定的基本层面的E - SERVQUAL, 分析有关在网上服装购物中电子SERVQUAL对点在忠诚度的影响的结构模型. 对于服务质量, 在网上购物方面的理论框架, 我们比较分析了有关传统和电子服务质量的因素的文献并确定了核心的两个方面和恢复服务. 这项研究的假设是电子SERVQUAL对电子忠诚度的影响. 客户满意度对电子服装网上购物服务的忠诚度有积极影响和客户满意度在电子SERVQUAL对服装网上购物电子忠诚度影响中的中介作用. 根据文献我们制成了一份自填式的问卷. 我们在美国从居住在大城市的有在网上购买服装产品的在线消费者中获得了252份有用的问卷. 通过因子分析(例如, 探索, 验证)评估了有效性和可靠性, 结构方程模型, 包括测量和结构模型, 通过线性结构8.8程序评估了包括测量和结构模型的结构方程模型. 结果显示, 网上购物网站的电子SERVQUAL的五个因素: 赔偿, 执行, 效率, 系统可用性和反应能力. 这支持在网上服装购物方面Parasuraman(2005)的E-S-QUAL包括两个方面的核心服务(如满足, 效率, 系统可用性)和恢复相关的服务(例如, 补偿, 回应). 在结构方程模型中, 有5个电子SERVQUAL因素的外生潜变量, 两个内生潜变量(例如客户满意度, 电子忠诚度). 对于测量模型, 各代表概念的因子载荷有显著的统计学意义, 比 0.60大, 内部一致性信从 0.85 至 0.8 8 不等. 在估计电子SERVEQUAL因素的结构模型, 系统的可用性对电子忠诚的直接和积极的作用, 而效率对网上服装购物的电子忠诚度有负面影响. 然而, 满足不是解释网上服装购物的电子SERVQUAL结果的重要指标. 这一发现意味着, 可被理解为系统提供服务的质量可能会增加对服装网上购物的客户满意度. 然而, 电子忠诚取决于服务质量没有被支持, 因为在网上服装购买中, 通过价值或满意度的中介作用, 服务质量对电子忠诚度(例如再购买意图)有间接影响. 此外, 获得赔偿和回应被发现对客户满意度有显著影响, 会影响网上服装购买的电子忠诚度. 因此, 获得赔偿和回应对电子忠诚度有显著的间接影响. 这表明, 恢复特定的服务因素在客户满意度最大化方面的重要作用, 以及维护客户对网上服装购物网站的忠诚度方面的重要作用. 研究结果在管理和研究方面都有启示. 时装营销者可以在建立与客户的长期关系的基础上, 不断测量顾客感知与恢复服务有关的服务质量等问题, 例如对问题和返回的迅速反应, 客户购买之后的问题赔偿. 为了保持电子忠诚, 在消费者购买服装中恢复服务对消费者第一次选择网站起到重要作用. 由于网上购物的消费者可以在任何地方购物, 提高竞争优势的营销策略是为消费者提供更好的服务质量, 最大限度地满意, 并把创造客户网上服装购买的电子忠诚度. 从研究的角度来看, 解释这些结果时, 本研究的一些局限需要被考虑. 对于未来的研究, 调查结果为这一重要主题理论和实证方面的进一步的研究提供了依据. 根据研究结果, 更全面的模型预测电子SERVQUAL的结果可以被开发和测试. 对全球时装市场, 这项研究可以扩展使用多国样本的跨文化的方法来研究服装的电子服务质量.

• 마케팅과학연구
• /
• 제19권1호
• /
• pp.47-58
• /
• 2009

The marketing environment has become competitive to an extent that requires firms to target their products at markets that span national boundaries. However, competitive clout cannot be achieved in global consumer markets unless firms thoroughly understand and adequately respond to the core values and needs of those consumers. Brand equity is one of the most important assets to a company. Especially in sportswear markets, brand equity is the crucial value added to a product by its brand name. Factors such as country of origin also influence customer's attitude towards brand equity. Therefore, this paper discusses the relationship between country of origin effect and brand equity, and how they influence consumers' loyalty for respective brands. This paper focused on the sports shoes market, because it is an increasing area of opportunity for world manufacturers. The objectives of this study were the following. (1) Test the effect of country of origin on brand equity. (2) Test how brand equity influences consumers' brand loyalty. (3) Find whether there are differences in the effects of country of origin and brand equity among the three countries. (4) Find whether there are differences in the effects of country of origin and brand equity among the different lifestyles. Based on the review of literature results, the hypotheses are concluded as the following: H1-a: Country image has positive influence on country of origin. H1-b: Product perception has positive influence on country of origin. H2-a: Perceived quality has positive effect on brand equity. H2-b: Perceived price has positive effect on brand equity. H3: Country of origin has positive effect on brand equity. H4: Brand equity has a positive impact on brand loyalty. Research model was constructed (see Fig. 1). After data analysis, the following results were concluded: sports shoes purchase behavior showed significant differences among Korean, Chinese, and American consumers for favorite brand, purchased brand, purchased place, information usage, and favorite sports games. The results of this study also extend the research of the relationship among country of origin, brand equity and brand loyalty to the sports shoes market. Brand equity was proven to have a significant relationship with brand loyalty for all countries. The factors which can influence brand equity are different for different countries. The third finding of this paper is that we identified different three lifestyles, adventurer, follower, and laggard, for Korean, Chinese and American consumers. Without the nationality boundary, seeing the emergence of a new group of consumers who have similar preferences and buy similar brands is more important. All of the consumers consider brand equity to keep their brand loyalty. Perceived price is the only factor which can influence brand equity for adventurers; brand is more important for them. The laggards were not influenced by any factor. All of the factors expect perceived price are important for the followers. Marketing managers should consider brand equity when introducing their brand into a new market. Also localization is the basic strategy that all the sports shoes companies should understand. But as a global brand, understanding the same characteristics for each country is more important to build global strategy.

• 복식문화연구
• /
• 제20권6호
• /
• pp.895-911
• /
• 2012

The purpose of this study was to examine consumers' perceptions of eco-friendly children's-wear and their impact on the selection criteria for children's-wear and stores. A descriptive survey method using a self-administered questionnaire was employed. The sample consisted of mothers with children under the age of 13 residing in Seoul and the Gyeonggi area. Data were collected from September 2011 to October, 2011. The collected data were analyzed to find the differences between purchasers and non-purchasers of eco-friendly children's-wear in terms of their perceptions of eco-friendly children's-wear, as well as the influence of these perceptions on the consideration degree of criteria for the selection of children's wear and store. The results indicate that perceptions of eco-friendly children's-wear implied five key factors related to quality reliability, expected value, style, degree of recognition, and dissatisfaction with design and price. The results also revealed some differences between the group purchasing eco-friendly children's-wear and the group not purchasing eco-friendly children's-wear. These different perceptions were related to the aspects of quality reliability, expected value, style, degree of recognition. In general, the non-purchasing group displayed a lower mean score than the purchasing group. Both groups showed a low interest in aesthetic appreciation and the degree of recognition factor. The results showed that consumer's perceptions of eco-friendly children's-wear had an influence on the criteria for the selection of children's-wear and store type in both groups. Considering the findings of the study, it is clear that both purchasers and non-purchasers of eco-friendly children's-wear showed differences in their perceptions and purchasing behavior. Therefore, marketing strategies to appeal to the non-purchasing group should be differentiated from strategies used to ensure the loyalty of the purchasing group.

• 한국의류학회지
• /
• 제33권6호
• /
• pp.904-915
• /
• 2009

본 연구에서는 소비자들의 인구통계적 특징별로 패션선도력과 시장전문성 수준을 비교하고, 패션선도력과 시장전문성 수준에 따라 점포평가기준에 차이가 있는지를 알아보고자 하였다. 미국 전역의 소비자를 대상으로 우편설문조사를 실시하여 380부의 설문자료를 분석에 사용하였다. 결과에서 인구통계적 특성별로 패션선도력과 시장전문성 수준이 대체로 유사하게 나타났다. 여성 소비자들은 일반적으로 패션선도력과 시장전문성이 남성보다 더 강하며 교육수준이 낮을수록 시장전문성과 패션선도력이 높은 것으로 나타났다. 연령이 낮을수록 패션선도력은 더 강한 것으로 나타났으나 시장전문성에서는 연령별 차이가 발견되지 않았다. 패션선도력이 높고 시장전문성이 강할수록 더 많은 점포속성들을 더 중요한 평가기준으로 고려하는 것으로 확인되었다. 특히 시장전문성이 강한 소비자들은 그렇지 않은 소비자들에 비해 상품의 품질이 우수한지, 환불교환이 용이한지, 더 넓은 상품구색이 갖추어져 있는지를 더 중요하게 고려하였으며, 패션선도력이 강한 소비자들은 그렇지 않은 소비자들에 비해 환불용이성과 점포명성 등을 더 중요한 점포평가기준으로 고려하는 것으로 나타났다.

• 복식
• /
• 제64권3호
• /
• pp.108-125
• /
• 2014

The purpose of this study is to provide the basic information necessary to develop sports uniform design by comparing and analyzing the color features and images of professional football uniforms in Korea and foreign countries. The subjects of this study were limited to 5 top leagues in Europe (Premier League, Primera Liga, Bundesliga, Serie A, and Ligue 1) as well as J-League, and K-League. This study was done using the 2012/2013 season home and away uniforms for European leagues and 2013 season home and away uniforms for Korean and Japan leagues. Using the Adobe photoshop CS2 eyedropper tool, color chips and RGB values were extracted from digital images and converted into HV/C of Munsell Conversion. Finally, a total of 735 colors were used for the analysis. The color image scale by Shigenobu Kobayashi was used to position the color images. The results are as follows. First, the color analysis of professional football uniforms in leagues suggested that chromatic color (53.7%) was more prevalent than achromatic color (46.3%). The two most common colors of the ten chromatic colors were R(19.7%) and PB(18.0%), followed by Y(5.4%), RP(2.0%), G(1.9), GY(1.8%), B(1.6%), YR(1.5%), P(1.1%), and BG(0.7%). Second, for the color tone comparison and analysis of professional football uniforms in leagues, the most commonly used color tone was W(28.4%), followed by v(25.5%), Bk(16.3%), s(5.8%), dk(5.2%), b/lt(5.2%), dp(3.0%), sf(2.0%), ltGy(1.0%), p(0.5%), G/dkGy(0.4%), and ltg/mGy (0.1%). Third, for the comparison and analysis of color and color tone of professional football uniforms in leagues, W(28.4%), R(v)(17.7%), and Bk(16.3%) were commonly used. Finally, for the comparison and analysis of color images of professional football uniforms in leagues, the most commonly used color image was a casual image(31.8%), followed by modern image(26.5%), dynamic12.8%), cool casual(12.0%), gorgeous(9.3%), clear(6.6%), chic(3.5%), and elegant images. Dandy, classical, romantic and pretty images(0.4% respectively) were also used.