• 복식
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• 제50권6호
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• pp.59-72
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• 2000

The Purpose of this study is to determine the effect of new generation adolescents' clothing consumption values on their evaluation of clothing products. In the positive analysis, a questionnaire survey was conducted. Particularly, based on Sheth's (1991) theory, a focus group Interview was performed to develop the questionnaire on adolescents' clothing consumption values. The results of this study can be summarized as follows: First, young consumers have different values and clothing purchasing behavior from adults. To be specific, adolescents tended to appreciate fashionable and sensual values among clothing consumption values. Second, it was found that adolescents'personal values and their group-wise clothing consumption values affected their evaluation of clothing products. Such a finding may explain the relationship between value system and purchasing decisions. Namely, adolescents' evaluation of clothing products is affected by their value system. This finding supports the consumer value system suggested by the "expectation-value" theory. Thus, values and clothing products evaluation are neither separated from each other nor unrelated, but they affect each other in an abstract hierarchial structure. After all, through the route model, personal values affect clothing consumption values, which in turn affect clothing products evaluation. Besides, the clothing consumption values are affected by gender directly or indirectly. All in all, some specific indices regarding the abstract and hierarchial consumption values could be offered by analyzing the effects of adolescents' consumption values on their evaluation of clothing products in reference to the external clues of price and trademark manipulated, and thereby, the effects of consumption values on the positive clothing products evaluation could be determined in general.n general.

• 복식
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• 제43권
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• pp.125-142
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• 1999

This research was aimed to present a model of clothing products evaluation nd to classify the effect of extrinsic cues on clothing products evaluation. In order to accomplish following subjects were established. First it is to find the effect of extrinsic cues -price brand store - on perceived quality perceived risk perceived value and purchase intention of clothing products. Second it is to formulate a model of clothing products evaluation and find the relation among the variables such as extrinsic cues perceived quality perceived risk perceived value and purchase intention. This research was mainly divided into theoretical and empirical part. In the theoretical part previous theories and studies on clothing products cues clothing products evaluation perceived quality perceived risk and perceived value were examined to establish a research model and to present a theoretical frame for clothing products evaluation. In the empirical research a questionnaire was developed and statistical data were collected from during July 1997. The subjects were 862 women in the age of 20-35 living in Seoul and kyungki region. SAS and LISREL were used to analyze the collected data. frequency percentage factor analysis ANOVA duncan test correlation analysis regression analysis and LISREL were applied. The results of this research are as follows: First perceived quality consists of performance quality external quality and utility quality in a form of multi dimensional structural. Perceived risk is structured by social/resultant risk financial/fashionable risk and performance/management risk. Second this research proved that extrinsic cues are influenced by each individual variable and extrinsic cues interact with each other through the variable. The perceived quality is influenced most by price Among the perceived risk social/resultant risk by brand financial/fashionable risk by price and performance/management risk by store. respectively. Perceived value is inflenced by price and brand. Third in evaluating process consumer use extrinsic cues to first formulate perceived quality and perceived risk of clothing products and then formulate perceived value ot decide on purchase intention.

• 한국의류학회지
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• 제35권6호
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• pp.635-645
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• 2011

This study explores the differences in product evaluation and approach behaviors as well as the effects of product evaluation on approach behaviors of utilitarian and hedonic products in on-line and off-line settings. A total of 332 subjects participated in the experiments to assess product evaluation and approach behaviors for utilitarian and hedonic clothing products in on-line and off-line settings. The results show that even though the same stimulus was presented, consumers' product evaluation of utilitarian clothing (i.e., t-shirts) was higher in the off-line setting than in the on-line setting while the approach behavior of hedonic clothing was better in the on-line setting than in the off-line setting. In addition, color was a crucial factor generating positive approach behaviors for utilitarian clothing while style and quality were core factors influencing the approach behaviors of hedonic products in an on-line setting. There was no consistency in the results of the important factors affecting approach behaviors of utilitarian and hedonic clothing in an off-line setting. The conclusion suggests implications for marketing based upon the results of this study.

• 한국의류학회지
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• 제34권12호
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• pp.2022-2038
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• 2010

Our study was designed to provide some insights on positive country image and the mechanisms of influence that Asian fashion industries can draw upon for future benefit. We focused on a country image and fashion products with Asian ethnic influence. Asian traditional costume elements reflected in contemporary fashion products may be important representative tools for national cultural identity. This study qualitatively investigated how and to what extent country image and additional information influence the evaluation of fashion products influenced by Chinese, Japanese, and Korean traditional dress. We conducted four focus-group interviews (FGI) with 30 students from a fashion program at a university in the United States. We analyzed the evaluation of fashion products influenced by Chinese, Japanese, and Korean traditional dress, and their associations with country image. Our qualitative analysis offered more developed empirical evidence for the various paths through which country image affects the evaluation of fashion products influenced by the ethnic dress of Asians. The results of our study showed that the more direct the source of prior knowledge, the larger the influence on product evaluation. This study showed that certain cues in the evaluation of fashion products with Asian ethnic influence induce changes in the affective state (that stem from the psychological and social nature of fashion products) and illustrate the necessity of considering the affective processes involved in the appropriate use of the country image. In the fashion industry, extrinsic properties such as the country image significantly influence the attitude and purchasing decisions of consumers. The significance of this study lies in its verification of the relationship between the country image and additional information. Modular and situational-contextual influences are also revealed as important factors that deserve more attention, as well as considerations regarding the dimensions of the country image described in attitude theory.

• 한국의류학회지
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• 제31권4호
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• pp.495-506
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• 2007

As imported fashion products are increasing in the marketplace, country of origin information becomes a powerful product cue that can be used to gain competitive advantages of fashion brands. This study assessed the impact of multiple country of o.igin information(origin of brand and origin of production) on attitude toward the brand and product evaluation. Especially, the influence product price level was also examined. Jean was used as product stimuli and students were respondents for the empirical study. Results of this study affirmed the importance of country of brand origin and price information in brand attitude formation and product evaluation. Country of brand origin information and interaction effects of brand origin-price were significant for brand attitude formation. Country of brand origin and price information had significant influence on evaluation of Jean products.

• 한국의류학회지
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• 제20권2호
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• pp.362-372
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• 1996

Recently, need for the development of the quantification of subjective evaluation is growing for the production of high-touch and high-tech textile products. In this study, Fuzzy theory is utilized for the evaluation of the wear comfort of the various blouses. Result of a new evaluation method and factor scores, validity of the new evalution technique adopted fuzzy theory was crosschecked with the results of fator analysis and factor scores. As results, fuzzy theory was proved to be adequate methodology to objectify the subjective evaluation of the adequacy of clothing which is worn. When DUNCAN'S multiple comparion among median of the fuzzy composite score were compared with the results of factor score, the sensitivity of the test methods tends to increase. Therefore, it is suggested that fuzzy weighted checklist is an alternative evaluation scale for the subjective comparison of the textile products. In addition, individual median of fuzzy composite score value should be treated by statistical for the sensitive analysis of subjective evalution.

• 한국의류학회지
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• 제29권5호
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• pp.692-702
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• 2005

The purpose of this study was to explore global consumer behavior with fashion products, Korean fashion products, and Korean traditional fashion products (i.e., Han-Bok). Clothing selection criteria for fashion products and Korean fashion products were included as major constructs far the comparison among global consumers based on their nationality. Other consumer behavior variables were shopping place, buying frequency, purchase experience/plan, preferred brand, purchase items, information source, purchasing usage, and the product evaluation of Hanbok. A convenience sample of 236 global consumers was selected for this study. A questionnaire was pilot tested, and the revised questionnaire was used for the interview survey. Descriptive statistics and ANOVA were used for data analysis. Various nationality were existed such as Europe, North America, Japan, China, South East Asia. The results indicated that the most important criteria for fashion buying were design, fit, and size in order. Fit, size, and color item from buying criteria were significantly different among global consumers by nationality. Country of origin was found as less important factor among global consumers. Department store was most favorable shopping place, and once a month is the most mentioned category in buying frequency. Preferred brands were Levi's, Polo, Gucci, and Prada, etc. Secondly, regarding the evaluation of Korean fashion products, textile quality was highly evaluated. Significant difference except design/style category were existed among global consumers by nationality. Thirdly, regarding the evaluation of Hanbok, the product evaluation of Hanbok highly represented as special event clothing, unique image, beautiful details and oriental beauty in order. Significant difference in good quality of textiles, oriental beauty, coordination with good colors and fabrics, beautiful details and unique style and design were existed among global consumers by nationality. Managerial implications were discussed.

• 한국의류학회지
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• 제25권6호
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• pp.1091-1099
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• 2001

Evaluation on jean products were varied although they were the identical jeans. Therefore, we could confirm the bias by price. brand, and store when consumer evaluating jean products. The various consumer characteristics also provided effects evaluation on jean products. An evaluation on jean products is very subjective and the degrees depending on these three cues could be varied by consumer's characteristics. For empirical study, experiments by the subjects among students of ewha womans university were done by using jeans as stimulus. Data was collected by a questionnaire made up by a researcher based on the theoretical and pretest. Data was analyzed by ANOVA, factor analysis, grouping analysis, F-test, and etc. 571 data were analysed out of the 600 data. Cues such as price, brand, and store affected significantly the evaluation of jeans. The most important cue of all three was store, then price, and then brand. These three cues affected the evaluation of jean products separately and together. The result of the study was that the consumers characteristics mediated the effects of extrinsic cues like price, brand, and store on jean products evaluation. Consumer's characteristics like prior knowledge and shopping orientation mediated the effects of price, and store cue on jean products evaluation.

• 한국의류학회지
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• 제33권4호
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• pp.666-677
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• 2009

The purpose of this study was to analyze market opportunities for Korean image fashion products, focusing on adolescents. In other words, preference, purchase intention and gift intention of adolescents on Korean image fashion products were analyzed. For this study, four stimuli which reflect Korean image were chosen. We measured design evaluation and adolescent fashion innovativeness. The subjects for this study were 219 high school students. The data were analyzed by descriptive statistics, ANOVA, Duncan test, cross-tabulation, correlation analysis, multiple regression. The more innovative the subject is, the higher the clothing purchase frequency and the purchase price are. Also, high-innovative group showed that they like Korean image fashion products more than low one. Product attributes such as prettiness and newness significantly influenced purchase intention for their own use and for others as a gift. In conclusion, when related marketers and scholars provide Korean image products that target adolescents, they should try to make those products more sophisticated and modern.

• 한국의류학회지
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• 제27권12호
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• pp.1424-1433
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• 2003

본 연구는 소비자의 의류제품평가에 있어 개인적ㆍ심리적 요인인 자기이미지 및 의복태도의 관련성을 살펴보고자 하였다. 연구결과, 소비자의 의류제품평가는 다차원적인 구조를 가지며, 외관적, 성능적, 외재적, 표현적 요소로 세분화되어 사용되고 있음을 알 수 있었다. 또한 소비자의 자기이미지와 의복태도에 따라 의류제품 평가기준과 의복선호스타일에 유의한 차이가 나타남으로써 이들이 소비자의 의류제품 평가에 영향을 미치는 중요한 변인이라는 것을 확인할 수 있었다. 따라서 이러한 소비자의 자기이미지 및 의복태도는 감성이나 이미지와 같은 요소들의 중요성이 증가하고 있는 최근의 의류시장의 경향에 부합하여 시장세분화의 효과적인 변수로 사용될 수 있을 것이다. 이와 함께 자기이미지 및 의복태도를 통해 세분화된 표적시장 소비자들이 보다 중요시하는 의류제품평가의 차원들을 파악하고 이를 강화함으로써 보다 효율적인 마케팅 전략을 수립할 수 있을 것이다.