• The International Journal of Costume Culture
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• v.4 no.3
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• pp.203-216
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• 2001

Subjects were 405 female college students and 505 was utilized for structural equation modeling. As results, hedonic shopping value had positive effects on impulse purohasing, variety seeking, and purchasing involvement. In contrast, interestingly, impulse purchasing did not show any significant effect on brand loyalty and purchasing involvement had rather a positive effect on brand loyalty. There was a Positive effect of hedonic shopping value on brand loyalty. This result indicates that people who get more involved in and enjoy clothing shopping are likely more brand loyal than others. This seems to come from the intrinsic characteristics of shopping. People who enjoy clothing shopping likely have high level of fashion or style concern, and this might lead higher levels of purchasing involvement and brand loyalty. Due to the symbolic characteristics of clothing, the brand loyalty of clothing seems to be more symbolic and emotive rather than utilitarian and cognitive.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.4 s.163
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• pp.540-550
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• 2007

The study investigated the effect of shopping orientations of male and female consumers on the attitude toward sales clerk's service and shopping environments. The subjects of the study were male and female consumers who were residents in Seoul. Among the 400 distributed questionnaires, 364 questionnaires were used for data analysis. Statistical analyses used for the study were cluster analysis, t-test, ANOVA, Duncan's multiple range test, and $X^2-test$. The results showed that shopping orientations of male and female consumers had 6 factors: pleasure, economic, store loyal, planned, convenience, and impulsive. These 6 factors were classified into 5 groups by cluster analysis: pleasure/impulsive group, planned group, economic/ convenient group, planned/store loyal group, and low interest group. In regard to the differences among the five shopping orientation groups, the result showed that the groups were significantly different concerning the attitude toward sales clerk's service and shopping environments. In addition, male and female consumers were significantly different in shopping orientations, and the attitude toward sales clerk's service and shopping environment. For example, female consumers sought more pleasurable shopping while male consumers sought more store loyal shopping. Based on the findings of this study, the marketing strategies can be developed fur the specific segmented groups.

• Journal of the Korean Society of Costume
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• v.55 no.3 s.93
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• pp.33-46
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• 2005

The purpose of this study is to examine the mediate effect of gender on the differences of consumers grouped by the level of fashion interest. Data was collected from 280 men and women of their twentieth and analyzed using crosstab analysis, ANOVA, scheff'e test, x$^{2}$ test, and regression. The results are as follows. First, high interest groups showed little difference in the clothing shopping orientation and showed significant differences in the clothing purchasing behaviors(visiting store, time spent for shopping, and monthly clothing expenditure) between men and women. Second, low interest groups showed a lot of differences in both the clothing shopping orientation and the clothing purchasing behaviors between men and women. Third, several dimensions of clothing shopping orientation were more influenced from fashion interest level rather than the gender of consumers, and other several dimensions, visiting store, and the time spent for shopping were more influenced from gender rather than fashion interest level. These results imply that the gender of consumer has mediate effect on the behaviors of consumers grouped by the level of fashion interest, and the consumers of same fashion interest level must be approached concerning the gender of consumers.

• Journal of the Korean Society of Clothing and Textiles
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• v.18 no.2
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• pp.234-243
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• 1994

This research has studied situational effects on the perceived risk and store choice behavior. Data were obtained from 388 females with full-time jobs living in Pusan. The results analyzed by Spearman's rank correlation analysis, analysis of variance(ANOVA), 1-test and discriminant analysis. The results of this study were as follows; 1. There were significant differences in percieved risk according to the clothing purchasing situations. Performance risk was perceived high in gift-shopping situation and time-pressured situation, and financial risk was perceived high in self-shoving situation. 2. There were particularly significant differences in store attributes evaluation according to the clothing purchasing situations. In self-shopping situation, price, quality and reliability, store loyalty were evaluated as important store attributes. In gift-shopping situation, quality and reliability, product iuomation and in time-pressured situation, store loyalty and product information were evaluated as important store attributes. 3. Consumers preferred national brand franchise stores in self-shopping situation. They preferred department stores in gift-shopping situation and time-pressured situation. The types of selected store were mainly affetted by shopping convenience and location convenience.

• Journal of the Korean Home Economics Association
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• v.43 no.9 s.211
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• pp.27-40
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• 2005

The purpose of this study was to examine the relationship between male consumers' clothing shopping orientation and sex role identity. Since shopping, especially clothing shopping has been traditionally considered a female job, it was expected that male consumers' sex role identity would influence how they approach the task of clothing shopping. Data were collected through an Internet survey firm from men aged between 20 and 40 years(N=199). The major results are as follows: 1. Based on the six clothing shopping orientation factors identified tv factor analysis, the respondents were categorized into 5 distinct groups: Self-Directed Shoppers, Planners, Brand-Oriented Shoppers, Convenience Shoppers, and Impulsive High-Involvers. 2. Five sex role factors were identified by factor analysis: two masculinity factors (strong and reticent) and three femininity factors(gentle, meticulous, and affable). Among these factors, 'gentle' was considered the most ideal, followed in order by 'strong,' 'meticdous,' 'affable,' and 'reticent.' 3. The results of MANOVA showed that the clothing shopping orientation groups statistically differed in their perceived sex role identity as well as in their ideal sex role identity. Overall, Self-Directed Shoppers and Impulsive High-Involvers scored higher in both perceived masculinity and femininity than the other groups. Convenience Shoppers and Planners were high in femininity but low in masculinity. The Brand-Oriented Shoppers were low in both masculinity and femininity. The results indicate that Korean males who are in their 20s and 30s consider androgyny as a desirable state. In addition, those who are high in androgyny are more likely to be highly involved in clothing shopping.

• The Research Journal of the Costume Culture
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• v.16 no.3
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• pp.444-460
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• 2008

The purposes of this study were to investigate life style and various clothing purchasing behaviors of female consumers, and to analyze the differences of life style and clothing purchasing behaviors by 3 age groups(adolescence, middle age, and senescence). The subjects were 750 adult women aged from twenties to sixties who live in Daejeon and Chungnam province. The research method is a survey and research instruments consisted of life style questionnaire, clothing purchasing behaviors questionnaires, and demographic attribution. Data were analyzed by factor analysis, variance analysis, Duncan's multiple range test and $X^2$ test, using SPSS program. The research results are follows. First, 6 factors were emerged in life style(appearance-oriented, achieve-oriented, social life-oriented, economic- oriented, equality of sexes-oriented, and leisure- oriented). Second, 5 factors were emerged in shopping orientation(resonable shopping, conspicuous shopping, voluptuous shopping, devoted shopping, and convenient shopping). Third, clothing purchasing behaviors of adult women showed many differences by age groups. Adolescence women considered more criterion including design, price, and color or pattern, purchased their clothing by psychological reason such as fashion change, and used internet as important source of clothing, whereas senescence women purchased by physical reason such as body size change and functional trouble, used friend and sales person as important source of clothing, and purchased clothing at department store and old style market.

• The Journal of the Korea Contents Association
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• v.22 no.9
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• pp.308-321
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• 2022

The purpose of this study is to understand how self-esteem, shopping motivations, and shopping tendencies affect the clothing purchase behavior of the so-called "MZ generation," a cohort that includes both millenials and Generation Z and exerts significant influence in various areas. The results of this study can be summarized as follows: First, it was found that extrinsic purchase motivations (purchased made due to the influence of other people), trend-seeking shopping tendencies, and pleasure-seeking shopping tendencies had a positive and significant effect on personal needs among the sub-factors of clothing purchase behavior of the MZ generation. Second, it was found that the MZ real purchase shopping motivations, trend-seeking shopping tendencies, pleasure-seeking shopping tendencies, and convenience-seeking shopping tendencies had a positive and significant effect on actual needs among the sub-factors of clothing purchase behavior among the MZ generation. Third, it was found that social self-esteem, extrinsic purchase motivations, and convenience-seeking shopping tendencies had a positive and significant effect on clothing marketing strategies among the sub-factors of clothing purchase behavior of the MZ generation. On the other hand, personal self-esteem was found to negatively affect the marketing strategies of clothing purchase behavior. In other words, the expectation that the MZ generation would buy clothes in accordance with their individual preferences and beliefs was not supported by the findings of this study. It would appear that the beliefs and behaviors of the digitally savvy MZ generation are changed by the fashion trend-related information they readily access when purchasing clothing. From the above research results, it can be concluded that there many variables that influence the clothing purchase behavior of the MZ generation and it is thus necessary to consider this cohort a new consumer segment and establish marketing strategies accordingly.

• The Research Journal of the Costume Culture
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• v.9 no.4
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• pp.602-615
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• 2001

The purpose of this study was to investigate the relationships between life style and clothing purchase intention and purchase criteria in internet shopping-mall of male and female consumers. The subjects were 275 internet users (male: 164, female: 111). The results of the study were as follows. Five factors of life style derived by factor analysis:'Digital Orientation','Economy Orientation','Positive Activity','Fun Orientation', and'Home Orientation'. The dress types to be based on the purchase intention in internet shopping-mall was classified into four dimensions by factor analysis: Casual Wears & Single Item Clothes','Formal Wears','Miscellaneous Goods', and'Underwears ＆ Night Clothes'. Internet users showed relatively high purchase intention in casual wears & single item clothes and miscellaneous goods. Clothing purchase intention in internet shopping correlated significantly with home orientation in males, and with digital orientation in females. Subjects high in fun orientation placed importance on design as clothing purchase criteria. Males high in positive activity placed importance on price, color, sewing, brand, and wearing appearance. Females high in digital orientation believed design, color, material, refundment condition, and fashionability were important as purchase criteria. The level of digital orientation of dress purchasers in internet shopping-mall was higher than that of non-purchasers in case of males, and that of fun orientation was higher than that of non-purchasers in case of females. The present findings suggest that life style such as digital orientation and home orientation appeared to be important in predicting the clothing purchase intention in internet shopping mall.

• Korean Journal of Human Ecology
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• v.14 no.4
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• pp.683-692
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• 2005

This study was intended to analyze the clothing shopping orientations and purchasing practices for men's dress shirts. It was conducted by means of convenience sampling survey with male office workers who usually wear dress shirts at work and who also live in Seoul, Geonggi, and Chungcheong area. The data collected were analyzed by frequency analysis, cross-tabulation analysis, factor analysis, t-test, and ANOVA using SPSS. The results are as follows: 1) Clothing shopping orientations were classified into six factors: brand oriented; planned; enjoying; expediency oriented; negative shopping; and low price oriented. There were partially significant differences in clothing shopping orientations according to the surveyees' age. 2) The surveyees prioritized low price and expediency in clothing shopping, but they also showed low interest in brands. 3) The criteria for purchasing were in the order of size, color, comfort, and design. There were also partially significant differences in the estimation criteria for dress shirts according to marital status and age. 4) Most respondents tended to purchase 3 or 4 pieces of dress shirts a year, paying 30,000 to 50,000 won for a piece, usually at department stores. 5) When they purchase a dress shirt, they always considers its size. In the case of married men, however, it is the laundry tag that they do care about.

• Journal of the Korea Fashion and Costume Design Association
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• v.14 no.2
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• pp.185-198
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• 2012

This study aims to find out the influential factors and the relative power of these factors on the clothing purchase decision in internet shopping mall. For this purpose, this study surveyed 500 male and female consumers in their 20's~40's for empirical analysis who have ever purchased clothing through internet shopping malls. Respondents are selected using the convenience sampling through internet survey in August 2011. For statistical analysis descriptive statistics, reliability analysis, factor analysis and regression analysis are carried out using SPSS for Windows 12.0. The results are as follows. First, purchase decision is significantly affected by the expressional/physical properties of the product and product pictures. Second, purchase decision is significantly affected by the usefulness of shopping mall and the importance of purchase. Third, in consumer related factors, product value awareness, reliability of shopping mall, clothing involvement, psychological/economical perceived risks and age affect purchase decision. Fourth, in the regression analysis of the above significant variables on purchase decision, the order of power of these influential factors is expressional/physical properties of product, the importance of purchase, product picture, age and clothing involvement. The results of this study will help internet fashion enterprises to handle the variables of product, shopping mall, and consumer related for enhancing the purchase rate.