• 한국의상디자인학회지
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• 제9권1호
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• pp.189-201
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• 2007

Contemporary young people reveal their own personal values through the fashion that creates visual looks. Since 2000s began, young generations who are self-centered, value their own personality and constantly seek for changes form the main axis of fashion. In particular, the lower half of the body that has begun to be exposed outward has become the region that they want to expose as more ideal region than the upper half of the body. Further, young generations always have interest in fashion, and female college students in their early 20s are regarded as the group that values the aspects of pleasure that involve clothes and tends to seek sensibility when purchasing clothes. With this background, this study aims to examine how the styles that apply to modern fashion and recent vogues are evaluated with a focus on skinny jean from jean pants styles preferred by female college students. Materials regarding theoretical background and photos were collected from fashion related magazines at home and abroad and from the Internet websites. Questionnaires were surveyed for 160 female college students aged 20 or 25 who live in Seoul, and the results show as follows: Many female college students enjoy skinny jean and follow the fashion. However there are consumers who cling to their own styles even in the fashion of skinny jen. Ironically, some consumers wear it although they consider it as an item that does not fit Koreans: they tend to consider perspectives from others rather than their own preferences. For example, they wear it in order to show it to their boy friends or because they want themselves to look slim. In addition consumers seem to use Dongdaemun Shopping Mall or Internet shopping malls that provide various and low-priced items rather than to use high-priced famous products. It is considered that this result is shown as above because the scope of the study was restricted to female college students in their 20s. Accordingly, it is suggested that further studies should extend their subjects to wider range of ages.

• 패션비즈니스
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• 제1권4호
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• pp.79-86
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• 1997

Fashion store patronage behavior includes, in broad, choosing of a store and strong preference of a certain store called store-royalty. Thus, in order to achieve successful business in sales, a retailer must continually analyze why target consumers choose particular stores and patronize them. This study identified the relevant factors of the patronage behavior of female college students residing in Seoul. Thus, this study can achieve its goal of enabling retailers to predict use information sources used by the target consumers, so that help retailer to establish new positions of their shops to differentiate them from others and, also, to reposition existing stores. The aims of this study were to classify information sources used by female college students and identify the relationships between them and fashion store patronage behavior. Relationship between the factors of information sources and patronage behavior were identified by use of Tukey's test, Duncan test and ANOVA. As a result, it showed significant differences among patronage groups according to nearly every factor of information sources used by female college students. As based on the results, this study is expected to assist that retailers can establish effective sale strategies in order to make continuously consumers' patronage behavior of a store.

• 한국의류학회지
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• 제26권2호
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• pp.205-215
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• 2002

The purpose of this study was to identity the relationship of clothing involvement, consumer characteristics, and clothing buying behavior of college female students in China. A questionnaire was developed to measure clothing involvement, materialism, conspicuous consumption, reference group influence, clothing purchasing modes, fashion information sources. The questionnaire was administered to 390 college female students in Dandong of china. The data were analyzed using percentage, frequency, factor analysis, and t-test. The results of the study were as follows: 1. Subjects were divided into low clothing involved and high clothing involved groups according to the level of clothing involvement. 2. Three dimensions of materialism were derived by factor analysis such as Happiness-pursuing, Life-centered, and Sucess-symbolic. And three dimensions of conspicuous consumption and reference group influence were derived by factor analysis such as luxury oriented, Status symbolic, Brand-name oriented, and Comparative, Informational, Normative exactly. Clothing purchasing motives and fashion information sources were factor analysed as Social and Individual mole, and Printed & Electric-wave media, Marketer managed, Personal exactly. 3. There were significant differences between high involved and low involved consumers in consumer characteristics and clothing purchasing behavior. The high involved consumers showed more importance than low involved consumers about materialism especially in Happiness-pursuing about conspicuous consumption in status symbolic and about influence of reference group in comparative. The high involved consumers put more importance than low involved consumer individual motive as clothing purchasing motive, and marketer managed in clothing fashion information. The high invoked consumers showed more importance than low invoked consumers about evaluating attributes of product, and about store patronage criterion.

• 한국가정과학회지
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• 제9권2호
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• pp.33-42
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• 2006

The purpose of this study was to identify the relationship between lifestyles and clothing shopping orientation. A questionnaire was developed to measure the lifestyle and shopping orientation of Chinese female college students. The questionnaire was distributed and collected from 217 college female students in China. The data was analyzed by mean, standard deviation, factor analysis, reliability test, MANOVA and ANOVA by SPSS package. The lifestyles of the respondents were classified into four types such as Open-mindedness, Accomplishment, Sociability, and Activities. And shopping orientation was classified into five types such as Recreational shopping, Speediness, Economic shopping, Shop and brand royalty, and Self-confidence. The result of this study were as follows; Consumers of open-minded lifestyle tended to economic and self-confident shopping. The higher accomplishment was, the higher speediness and economic shopping were. Consumers of sociable lifestyle tended to recreational, speediness, and self-confidence. The higher activities was, the higher economic shopping was. The shop and brand royalty was not shown to have the significant differences according to all of lifestyle groups. It is the factor that lifestyle were important in the clothing market segmentation of Chinese female college students

• 패션비즈니스
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• 제21권1호
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• pp.112-123
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• 2017

This study investigated if there are differences between Korean and Chinese consumers among the determinants of consumer complaint intention, type of complaint intention, and traits of complaining behavior. Sample subjects used in this study were female college students in Jeollabukdo and Jeollanamdo, Korea and Yunnam, China. Questionnaire data from 780 college students(Korea: 441, China: 339) were analyzed through a reliability analysis, factor analysis, frequence, mean, and multiple regression analysis. The results of the study were as follows. First, complaint intention of college students was divided into 3 factors, voice, private, and third party. Second, the findings of regression analysis for the total sample showed that the determinants of the factor 'voice' were the country, salespeople, product involvement, complaint cost, psychological tension, and social benefit. Whereas, the determinants of the factor 'private' were the producer, product involvement, psychological tension, and social benefit. Also, the determinants of the factor 'third party' were the country, oneself, salespeople, complaint cost, personal norms, and social benefit. Third, significant differences were indicated in the determinants of the 'voice', 'private' and 'third party' factors of complaint intention between Korean and Chinese consumers. Fourth, the complaint intention factors of 'voice' and 'third party' of Chinese consumers were higher than Korean consumers. Fifth, the attributions to dissatisfaction of Korean consumers were higher than Chinese consumers, and the product involvement, possibility for success, and consumer complaint attitudes of Chinese consumers were revealed to be higher than Korean consumers.

• The International Journal of Costume Culture
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• 제7권1호
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• pp.58-69
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• 2004

This study generated a framework to help academicians understand consumers' cultural values and global-mindedness Especially, this study affirmed the importance of fashion involvement in evoking global-mindedness when consumers have strong traditional values. A conceptual model with non-traditional and traditional values as exogenous variables, global-mindedness as endogenous variable and fashion involvement as mediating variable were created for the study. Data from 224 female college students were analyzed for empirical study. Results indicated that college students showed higher level of non-traditional values than traditional values. Non-traditional values had significant direct influence on global-mindedness whereas traditional values did not have significant influence. Traditional values as well as non-traditional had significant influence on fashion involvement. Fashion involvement significantly affected global-mindedness. Both non-traditional values and traditional values had significant positive indirect effects on global-mindedness mediated by fashion involvement.

• 복식문화연구
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• 제8권2호
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• pp.183-196
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• 2000

The purpose of this study was to identify cosemetics purchasing behavior of male college students by clothing involvement. A questionnaire was administered to 246 male collage students living in Taegu and Seoul during September of 1999. Data were analyzed by using frequency, cross tabulation, t-test, χ²-test and factor analysis. The results of this study were as follows : First, the consumers are classified into two categories by clothing involvement ; 65.5% of the highly involved consumers and 34.5% of the lowly involved consumers. Second, the factors of selecting cosmetics were fragrance, quality and price. Third, the major information sources of cosmetics are TV, magazines, outdoor advertisements, newspapers, subway, radio and internet in order of importance. Fourth, high clothing involved group was more fashion oriented and showed more impulsive purchasing attribute.

• 유통과학연구
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• 제13권7호
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• pp.5-10
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• 2015

Purpose - Gen Y college students have emerged as a profitable consumer segment because of their growing purchasing power and influence on others' buying decisions. Digital marketing is deemed effective in increasing Gen Y college students' knowledge of and interest in products and services. This research examined the effect of digital marketing on Gen Y college students'perceptions, attitudes and purchase intentions toward cotton clothing compared to that of conventional print marketing and no marketing. Research design, Date and Methodology -Data were collected from three different groups of college students from a large university in the U.S.: the group with no cotton marketing, those with print media marketing, and those with digital marketing. Result - The findings confirmed that college students who were exposed to cotton digital marketing displayed the highest level of agreement on the benefits of cotton clothing. They also exhibited the most favorable attitudes and strongest purchase intentions toward cotton clothing. Conclusions - To target Gen Y consumers effectively, marketers should consider a digital marketing strategy to promote their products and services.

• 패션비즈니스
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• 제14권4호
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• pp.102-110
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• 2010

The purposes of this study were to examine the relationship between brand sensitivity and public self-consciousness, and the effects of gender and age on brand sensitivity and public self-consciousness. The subject used for this study were three hundred and thirty-five college students (118 male students and 217 female students). For data analysis, descriptive statistics, Cronbach's alpha, multiple regression, and t-test were used. As the results, first, there were the significant differences between male students and female students on brand sensitivity and public self-consciousness. Female students had higher scores on brand sensitivity and public self-consciousness than male students as expected. Second, there were the significant differences between younger college students and older college students on brand sensitivity and public self-consciousness. Older college students had higher scores on brand sensitivity and public self-consciousness than younger college students. Finally, public self-consciousness influenced on brand sensitivity the most significantly, followed by age variable. Based on these results, brand management marketing strategy of fashion products would be provided.

• 패션비즈니스
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• 제15권4호
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• pp.135-143
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• 2011

The purpose of this study was to examine consumers' gossip behavior tendency with regard to collectivism and public self-consciousness. Three hundred fifty-five college students (male: 123, female; 227) in the 20s age group participated in this study. For data analysis, descriptive statistics, multiple regression, t-test, Pearson's Correlation, and Cronbach's Alpha were used to test the research questions. As the result, first, those who had a higher score on collectivism had higher gossip behavior tendency than those who had a lower score. Second, those who had a higher public self-consciousness had higher gossip behavior tendency than those who did not. Third, female students showed more gossip behavior tendency than male students did. Finally, all three variables (collectivism, public self-consciousness, and gender)) did affect on gossip behavior tendency among college students. Out three variables, collectivism affected on gossip behavior tendency the most. These results would provide useful information for fashion marketers to understand fashion consumers better. Based on these results, fashion marketing strategies such as WOM (word-of-mouth) marketing strategy would be provided to fashion retailers or marketers.