• 패션비즈니스
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• 제19권3호
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• pp.43-58
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• 2015

Compulsive hoarding becomes a problem when the spaces hoarded items are stored in become unusable due to clutter, health, or safety issues. Our research purpose was to document relationships between two non-normative consumer behaviors (compulsive hoarding, compulsive buying tendency) and two shopping-related variables: hedonic shopping motives and emotional attachment to possessions with everyday consumers. As hedonic shopping motives have been related to compulsive buying, we predicted these motives (e.g., adventure, gratification, role, value, social, and idea) are related to compulsive buying. We also examined the relationship between compulsive buying and compulsive hoarding tendency and whether emotional attachment to possessions moderated this relationship. Participants were 280 undergraduate and graduate students attending a Midwestern university in the U.S. Regression analysis revealed the enhancing emotion motive (a combined motive of adventure and gratification) positively influenced compulsive buying whereas the value motive negatively influenced compulsive buying. All other hedonic shopping motives were non-significant. Participants who tended to buy compulsively were likely to hoard compulsively. This relationship, however, was moderated by participants' emotional attachment to possessions. Participants with high emotional attachment to possessions showed a higher level of hoarding behavior than those with low emotional attachment to possessions. However, the increase in hoarding tendency among participants with low emotional attachment to possessions was larger between those who were low in compulsive buying and those who were high in compulsive buying than the increase between these two groups among participants with high emotional attachment to possessions.

• 한국의류산업학회지
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• 제20권5호
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• pp.509-519
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• 2018

This study is to examine the effects of salespeople' attributes (i.e., empathy, availability, professional appearance) on consumer cognition, emotion, and behavior. A conceptual model was developed based on stimulus-organism-response (S-O-R) theory and cognition-emotion theory. A total of 542 questionnaires were collected online and some incompletely written questionnaires were excluded. Because of the high possibility of memory distortion, only the questionnaires (n=220) written by those who visited fashion stores within one week were used for the final analysis. The results of PLS analyses demonstrated that 1) salespeople's empathy directly affected consumers' shopping emotion; 2) salespeople's availability and professional appearance indirectly affected consumer's shopping emotion through store image; 3) consumers' shopping emotion positively affected purchase intention. Theoretical and practical implications of the results are discussed in conclusion. As a result of this research, the main characteristics of the salespeople were identified in order to allow the consumers visiting the fashion store to buy the fashion products naturally and the basic directions of sales manuals for the salespeople in the fashion store were presented. It is also hoped that academic researchers will be able to use the characteristics of salespeople as the main data to understand how they affect consumers' cognitive and emotional responses and how they are connected to purchase behavior.

• 패션비즈니스
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• 제5권4호
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• pp.37-55
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• 2001

This study put its major concern in consumer behavior during a purchase of fashion products through the Internet marketing channels. Therefore, it investigated the Internet shopping and tried to find the reasons why clothes shopping through the Internet marketing channels is not popular enough. Then, alternative marketing strategies would be suggested which is accessible from the relationship marketing approach. The study adopted a qualitative research method to implement those purposes. In-depth interviews were conducted with the interviewees who had an experience of buying a fashion merchandise through the Internet or who had such an intention. And the information on stages of decision-making process and actual purchase was obtained by participating in and observing the process. The results revealed stages of decision-making in purchasing a fashion product through the Internet channels, the process of relationship development, and the elements of relationship marketing which affect purchase intention. The elements of relationship marketing to promote a purchase of a clothing product via the Internet marketing channels included convenience; communication and socal experience; sensual information; risk acknowledgement and pursuit for safety; and usage of complexed marketing channels. Based on these, a few strategic points such as remote reality, database of communication basis, strengthening individualized services, and development of complex marketing channels were suggested.

• 복식문화연구
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• 제17권2호
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• pp.330-342
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• 2009

The purpose of this study was to investigate the equity formation of private apparel brand according the service quality of TV home-shopping. A questionnaire was designed for the survey and the subjects were 383 female adults in Seoul and the Kyongnam province, Korea. The statistical analyses were carried out in the forms of frequency, factor analysis and path analysis of SPSS WIN 14.0. The findings throughout the research are as follows; First, the underwear sets and single item apparel sets with private brand had been well sold at better price. Second, the service quality of TV home shopping was perceived as the four factors of safety, contents, informative faculty and reliability. The reliability and contents factors had higher effects on the equity formation of private apparel brand. Third, the brand image, perceived quality, brand recognition as the cognitive dimension had influenced on the hedonic and utilitarian attitudes. The hedonic attitude and perceived quality had a great deal influence on the purchasing intend as the last behavior dimension.

• 벤처창업연구
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• 제13권3호
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• pp.153-165
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• 2018

우리나라의 지속적인 경제발전과 경쟁력을 확보하기 위해서는 대기업과 중소기업의 간의 균형 잡힌 발전이 필요하다. 이에 대 중소기업간 상생 및 해외 동반진출에 대한 관심이 높으며, 정부에서도 여러 가지 지원정책을 늘리고 있다. 이에 본 연구는 네트워크 이론의 관점에서 홈쇼핑 기업과 소비재 중소기업의 협력관계를 바탕으로 한 해외 동반진출 사례를 고찰하고, 유통대기업-소비재 중소기업의 동반진출을 설명하는 모델을 구축하고자 한다. 이를 위해 홈쇼핑 기업과 소비재 중소기업의 해외 동반진출과 관련한 인터뷰를 통해, 유통구조의 특수성을 고려한 홈쇼핑 기업과 소비재 중소기업의 효율적인 해외 동반진출 확대 방안을 모색하고자 한다. 이에 해외 동반진출을 하고 있는 3개의 홈쇼핑 기업과 3개의 소비재 중소기업을 대상으로 인터뷰를 실시하였으며, 결과는 다음과 같다. 홈쇼핑 기업은 소비재 중소기업의 해외 판로 개척에 도움이 되며, 자원과 역량이 부족한 중소기업에게 경영 및 마케팅 역량을 활용할 수 있는 기회를 제공한다. 홈쇼핑 기업이 소비재 중소기업을 지원하기 위해 인서트 영상을 제작하거나 관련 언어를 번역해주기도 하며, 무역통관과 관련된 서류 작성을 도와주기도 한다. 또한 해외 시장개척단을 구성하여 해외시장 정보 제공 등의 지원을 한다. 이러한 홈쇼핑 기업의 지원을 이용하여 소비재 중소기업은 해외 시장을 개척하고 있다. 그렇지만 아직까지는 홈쇼핑 기업에게 해외 동반진출이 주는 실질적인 혜택이 미미하기 때문에 장기적으로 서로 win-win할 수 있는 전략이 필요하다. 이를 위해 해외 동반진출을 독려할 수 있도록 실질적인 혜택을 제공해야 하며, 궁극적으로 홈쇼핑 기업과 소비재 중소기업 간의 균형적 발전을 도모해야 한다.

• 한국의류학회지
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• 제34권4호
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• pp.628-641
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• 2010

This study investigates the relevance among the clothing purchase motivations, selection criteria, customer satisfaction of collaborated fashion products, and conspicuous consumption by adults located in the cities of Seoul and Incheon who have experience in collaborated fashion product shopping. The results are as follows: 1. Conspicuous consumption was identified with three factors: symbol of position, pursuit of fashion brand/quality, keeping up appearance. Customers were segmented into two subdivisions of a lowly involved group with conspicuous consumption and a highly involved group with conspicuous consumption. 2. Clothing purchase motivations with collaborated fashion products were identified with two factors of esthetical value and reasonable ostentation. Selection criteria with collaborated fashion products were identified with the two factors of extrinsic attributes and intrinsic attributes. Customer satisfaction was identified with one factor. 3. Highly involved group toward conspicuous consumptionpursued more into esthetics value, reasonable ostentation and considered more into extrinsic attributes through collaborated fashion products than the lowly involved groups. Customer satisfaction of a highly involved group toward conspicuous consumption was higher than the lowly involved group. 4. The symbol of position had a positive relationship and the keeping up appearance had a negative relationship in regards to both the relevance of conspicuous consumption and the clothing purchase motivations, selection criteria, and customer satisfaction of collaborated fashion products.

• 한국의류산업학회지
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• 제11권4호
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• pp.537-548
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• 2009

Consumers' price related response in the clothing purchase decision-making process includes their expectation of price, price perception, attitude toward price and consequent behaviors. The purposes of this research are to systematically organize consumers' price related responses in the clothing purchase decision-making process, and to explain the effect of price on their purchasing. The qualitative research including shopping observation and in-depth interview was conducted. The result identified stages that showed different price related responses in clothing purchase decision-making process, and clarified each stage's characteristics. In the internal search stage, consumers recalled price information from memory and had a specific expectation about the price. This set a direction for the external search. In the external search stage, consumers selected brands or stores by a non-compensatory evaluating with an expectation of the price, and narrowed these down to several determinant alternatives by actively evaluating the products. In case a sufficient amount of price information was not recalled, the consumer established reference price through the external search. Finally, in the purchasing stage, consumers evaluated the determinant alternatives based on their compensatory evaluation. When perception of price was negative, consumers evaluate price combined with the higher criteria of clothing benefits, such as symbolic value and usability. The research is expected to contribute to predicting consumers' responses to price, and to establishing an effective pricing strategy.

• 한국의류학회지
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• 제31권2호
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• pp.206-216
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• 2007

The purpose of this study was to investigate the differences in the cosmetic purchasing behavior influenced by make-up preference images, and the orders of importance in the cosmetic store selection. The questionnaires were given to female residents in the ages between $20{\sim}45$ in Seoul and Kyung-gi province. 322 questionnaires were used for data analysis. The collected data were analyzed by using SPSS 10.0 software with various techniques such as Frequency analysis, Factor analysis, Cronbach's ${\alpha}$ reliability analysis, Paired t-test, ANOVA test and Duncan test. The results of this study were as follows: 1. After investigating how the make-up preference image influences the selection of the off-line cosmetic store, it was found out that the personal service, shopping convenience, and product composition had significant differences. 2. After investigating how the make-up preference image influences the selection of the on-line cosmetic store, it was found out that only the product composition had significant difference. 3. After studying the factors that influence the off-line cosmetic store selection, it was found that the personal service was considered most important. After studying the factors that influence the on-line cosmetic store selection, it was found that the price was considered most important.

• 복식문화연구
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• 제21권3호
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• pp.440-451
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• 2013

Because of the e-shopping market consumers now have diverse options to choose when placing their orders, and find it easy to obtain the required information through the Internet. Especially, for consumers, product reviews posted on an e-tailer's website have become more important criteria than such information available elsewhere. Hence, this study investigated the influence of the direction and evaluative contents of online reviews on consumer attitudes toward clothing products. Four types of online reviews based on direction (positive/negative) and evaluative content in review information (objective/subjective) were used in the experimental design. Further, stimulus reviews were developed. Credibility, usefulness of reviews, product preference, and purchase intention were the measured dependent variables in each of the four situations of online review presentations. The results indicated that, overall, positive and objective online reviews resulted in a higher level of consumer attitude. The content in these reviews had a relatively stronger influence than the direction on attitudes toward online reviews. Overall, objective reviews generated a higher level of credibility and usefulness of information than subjective reviews. Regarding subjective reviews, negative information was more related to credibility, whereas positive information was more related to usefulness. Further, positive information had a higher influence than negative information on consumer attitudes.

• 한국의류학회지
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• 제42권2호
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• pp.237-250
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• 2018

This study improves maternity clothes worn by pregnant women across each trimester. A total of 164 survey results from pregnant women living in the metropolitan area around Seoul, South Korea were received from November 2015 to July 2017. The results of this study were as follows. First, Internet shopping purchases were significantly lower during the first trimester of pregnancy than during the mid-trimester and third trimester (p<.001). Further, satisfaction levels with most items purchased online were significantly lower in the first trimester of pregnancy. Regarding the purchase price, there was no difference according to the pregnancy trimester. During the first trimester of pregnancy less body shape changes occur than in the mid-trimester and third trimester; however, the first trimester shows the lowest satisfaction levels for each item of maternity clothing and most body parts when worn. There were also no differences according to pregnancy trimester in terms of preferred maternity clothes purchased, but there were significant differences according to occupational status. Working pregnant women generally preferred not to reveal their body shape.