• 패션비즈니스
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• 제22권5호
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• pp.15-31
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• 2018

The purpose of this study was to classify male consumers and examine their clothing consumption values and the perceived importance of store attributes. Using Internet-based research service, survey data were collected from 651 male consumers aged between 20 and 40. The questionnaire included questions regarding respondents' preference of different store types, clothing consumption values, perceived importance of store attributes. According to the results, the respondents were categorized into 5 distinct groups based on their store type preferences: discount store preference group, multi-channel preference group, store indifferent group, brand store preference group, online store preference group. Multi-channel preference group was the largest among these groups. The five store type preference groups statistically varied in clothing consumption values, i.e., epistemic value, brand/conspicuous value, and economic value. The groups also differed in the importance they placed in the store attributes of: service and product quality, promotion, fashionability, salesperson and store environment, store atmosphere, convenience, and website image. The results of this study have direct implication for retail marketers of fashion companies who are targeting male consumers. Marketers can apply findings of this study in implementing retail strategies for different types of stores.

• 한국의류학회지
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• 제34권11호
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• pp.1786-1797
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• 2010

This study investigates the historical formation and characteristics of modern Korean consumption culture by reviewing previous literature about consumption spaces and conspicuous consumption in modern Korea. This study examined the historical formation and characteristics of three different periods of time: from 1876 to 1919, from 1920 to 1936, and from 1937 to 1945. In addition, the current study reviews previous literature related to advertising, poems, novels, historical events, and Orientalism. Based on this, the historical characteristics were also analyzed. The overall results were as follows: The first period from 1876 to 1919 was the beginning of modern Korean consumption culture, in which exotic goods such as foreign fabrics were preferred and consumed. In addition, clothing was simplified and westernized through modern reform. The second period of time, 1920 to 1936, was the development stage of modern Korean consumption culture that formed the foundation of modern consuming spaces where the recognition of the human form became more modern, and 'modern girls' styles appeared. The final period, 1937 to 1945, was the regression stage of Korean modern consumption culture, in which consumption decreased during the Sino-Japanese War and World War II. The results of this study' conclude that the leading-consumer items hold symbolic value as well as became signifiers within modern consumption spaces such as modern Korean department stores and that women were recognized as modern leading-consumers as shown by the dramatic increase in the number of products that targeted women.

• 대한가정학회지
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• 제49권9호
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• pp.99-109
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• 2011

The purpose of this study was to characterize the new women, modern girls and modern boys from the 1920's to the 1930's as a modern new generation, the primary consumer of modern consumption culture, and to examine their values, lifestyles, consumption culture and clothing attitudes. The data were obtained from the magazines and newspapers published from 1920's to 1930's and previous literatures, and analyzed by qualitative content analysis. The results were as follows: A modern new generation meant the new women, modern girls, and modern boys seeking for the western looks and cultural tastes. The values of a new generation people were individualism, materialism, and modernism which was the same as Americanism. They enjoyed western lifestyles and sports and consumed new mass media and popular culture. Their clothing attitudes were fashion orientation, conformity, symbolism, conspicuous consumption, aesthetic value, individuality, and practicality.

• 한국의류학회지
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• 제22권2호
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• pp.233-240
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• 1998

The main objective of this study was to develop a basic information base on Chinese consumers related to clothing purchases. Previous studies on Chinese consumers were extensively reviewed and in-depth interviews were conducted with 12 middle-level managers at Korean apparel companies which market their merchandises in China. Combined results from the reviews on previous studies and interviews indicated that traditional values, communism and industrialization are the major forces which shape contemporary Chinese consumers. Industrialization, in particular, accompanied by influx of western culture and economic development, has resulted in wide-spread phenomenon of conspicuous consumption. Thus, brand and brand images appeared to be the most important considerations for purchasing imported apparels. In addition, diversity of Chinese consumers and geographical differences were emphasized, which indicated need for market segmentation. Other characteristics including body measurements also provided implications for fashion marketing in China.

• 한국의류학회지
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• 제37권7호
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• pp.894-906
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• 2013

The Chinese fashion market is a fierce battlefield for foreign brands and domestic brands. This research carefully analyzed several effects based on theories related to the country of origin for brands and consumer attitudes. All data were collected by a questionnaire distributed to Chinese consumers who have experienced global fashion brands. Data collection was conducted in March 2011. A total of 382 complete responses were used for the analysis. The results were as follows: First, for Chinese brands, there was a direct consumer ethnocentrism (CET) effect on brand attitudes. Second, CET showed no effect for European brands; however, conspicuous consumption had a significant positive influence. Third, there existed direct effects of CET and economic animosity on brand attitudes for brands from an unfriendly country. There was a positive moderating effect of conspicuous consumption on the association between CET and Japanese brand attitudes; in addition, a negative situation perception aggravates the negative relationship between economic animosity and Japanese brand attitudes. The results of the study can help marketers obtain more specific knowledge of brand attitudes for target consumer groups as well as enable them to plan and implement well-suited strategies for fashion businesses in China.

• 한국의류학회지
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• 제20권6호
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• pp.1096-1106
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• 1996

This study was to identify the dimensions of consumers' attitudes toward imported casual brands. Another objectives were to examine consumers' attitude according to the preference group, and to ascertain the imported casual brand images. The 55 Likert type questions were selected through the results of self-questionnaire analyses. 520 females aged between 20 to 29 in Pusan responded to the second questionnaire of consumers' attitudes and brand images toward imported casual brands. The results were as follows: 1. For final factor analysis, 56 selected from 85 questions were subjected to the principal component analyses with orthogonal rotation after extraction of 5 major factors. 2. Five dimensions are brand's uniqueness and good quality, high prestige, incongruity with native emotion and ethnocentrism, conspicuous consumption, and reasonable purchasing advantages. These factors explained 45.0% of total variance. 3. Five dimensions were different according to the degree of preference. For preference group, they purchased the imported casual brands by uniqueness, good quality and reasonable purchasing advantages. For non-preference group, they disliked the imported brands by incongruity with native emotion, ethnocentrism, and conspicuous consumption. 4. Preference group had 5.47, whereas non-preference group had 1.76 pieces of imported casual brands for this 2 years. This result suggests that to develop the domestic brands with international uniqueness, good quality, and high prestige, and to improve according to preference group are necessary.

• 한국의류학회지
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• 제34권12호
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• pp.2051-2061
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• 2010

Extreme sports refers to sports activities with a high level of inherent danger, such as extreme skiing, snow-boarding, mountain biking, motocross bicycling, aggressive in-line skating, wake-boarding, and paragliding. This study investigates the characteristics of extreme sports participants as group identities through an examination of the differences between extreme sports participants and traditional sports groups in lifestyle and sportswear benefits sought. We composed a total 108-item lifestyle profiles characterized by six lifestyle dimensions (dress, diet, home, recreation, consumption, and sense of values); in addition, we developed 32 items for sportswear benefits sought. The surveys targeted 422 sports participants living in Korea (216 men and 206 women, aged 15-23): 119 extreme sports participants and 303 traditional sports participants. All items were evaluated on a 5-point Likert scale, and SPSS 17.0. was used for data analysis. Exploratory factor analysis was conducted to confirm the substructure of each lifestyle dimension and sportswear benefits sought. The results of the factor analysis on each lifestyle dimension are as follows: 5 factors in dress dimension, 4 in diet, 3 in home, 6 in recreation, 5 in consumption, and 6 in sense of values. Six factors of sportswear benefit sought were identified. A t-test revealed that there were significant differences between the two groups in lifestyle dimensions and sportswear benefits sought. This study reveals that the lifestyle characteristics of extreme sports participants are more likely than traditional sports group to be more self-expressive, more distinctive, more fashion-oriented, more conspicuous, and more brand-oriented, while preferring more active sports, more dynamic leisure, and a more sensible life. Another finding is that extreme sports participants seek the distinctive, conspicuous, and latest sportswear benefits.

• 한국의류산업학회지
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• 제23권2호
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• pp.186-199
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• 2021

SNS (social networking service) plays an important role in delivering information regarding fashion brands and providing a space for communication between fashion retailers and SNS users, as well as between users. This study primarily focuses on exploring the relationships among the motivation of SNS users and social comparison, clothing purchasing behaviors and the difference in the relationships according to individual characteristics. An online survey was conducted on Chinese female consumers in their 20's and 30's who had experience in fashion SNS. A total of 297 women completed online survey. The results of the study revealed that: (1) consumers who have stronger motivation of information seeking and interpersonal communication through fashion SNS reached more active upward comparison and peer comparison accordingly; (2) upward comparison had a significant effect on conspicuous consumption and bandwagon, while peer comparison had no significant effect; and (3) the self-esteem of fashion SNS users significantly moderated the effect of social comparison on conspicuous consumption and conformity consumption. This study contributed to expanding the knowledge on the relationships among the motivations of SNS users and social comparison, and shed light on Chinese SNS users' characteristics and purchasing behaviors in the fashion SNS context. This study also provides vital implications to fashion brands and retailers.

• 한국의류산업학회지
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• 제14권4호
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• pp.554-566
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• 2012

The purpose of this study was to classify the consumption values of 20's and 30's female consumers, identify the differences among the consumption value groups, and analyze purchase behaviors of imported fashion luxury brands according to the consumption value types. The subjects were 518 women who purchased luxury bags. The results of the study were as follows. First, as a result of cluster analysis to classify the consumption values of 20's and 30's female consumers, 4 groups were identified as "rare and emotional pursuit group", "functional pursuit group", "fashion pursuit group", and "social and conspicuous pursuit group". Second, 4 groups showed different luxury bag purchase behaviors, such as purchase motivation, purchase selection criteria, information source, purchase frequency, purchase cost of one time, purchase cost of year, the number of possession, purchase place, and store selection criteria. Third, rare and emotional pursuit group ranked the first in terms of product, price, and store satisfaction. Therefore, consumption values were identified as the important factor suggesting purchase behaviors of female consumers in 20's and 30's.

• 한국의류산업학회지
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• 제25권4호
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• pp.460-471
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• 2023

This study aimed to analyze the consumption value and clothing pursuit benefits of genderless fashion based on gender identity. The study questionnaire was distributed to and collected from men and women in their 20s and 30s living in Seoul City and the Gyeonggi province. The collected data were analyzed by using Cronbachs α, factor analysis, K-means group classification analysis, and ANOVA. The study results were as follows. First, gender identity was categorized into three groups: the genderless group, the traditional gender rejection group, and the traditional gender acceptance group. Therefore, it is necessary to subdivide gender identity rather than acceptance and rejection of traditional gender roles. Second, an analysis of consumption value based on gender identity showed significant differences in terms of fashion value and expressive value. Therefore, it is important to establish a differentiated strategy based on the relevant gender identity group when establishing genderless fashion design or marketing strategy. Finally, the study results showed that clothing pursuit benefits based on gender identity, there was a significant difference in terms of individuality pursuit, deviation from the norm, and fashion pursuit. In particular, since the genderless phenomenon agrees with the characteristics of the MZ generation, it will be necessary to share brand information or product information through digital media or to utilize a sharing culture-that is, 'meaning out' tendency and 'flex culture' (i.e., conspicuous consumption).