• Asia Marketing Journal
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• 제6권3호
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• pp.27-57
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• 2004

브랜드 충성도와 관련된 지금까지의 연구들은 크게 행동론적 접근법과 태도론적 접근법으로 양분되어, 브랜드에 대한 충성/비충성 여부와 재구매 발생가능성 등을 중심으로 이루어졌다. 그러나 이러한 연구들은 대부분 브랜드 충성도의 특정한 측면에만 초점을 맞추었기 때문에, 브랜드 충성도 현상의 다양하고 동태적인 특성을 심층적으로 분석하는 데에는 한계가 있었다. 본 연구에서는 정성적 연구 방법의 시각에서, 이들 연구에서 간과된 브랜드 충성도의 다양한 측면을 현상학적 면담(phenomenological interviewing)에 의해 수집된 자료를 통하여 검토하고자 하였다. 실증 연구에서는 Fournier(1998)가 제시한 소비자-브랜드 관계 유형을 기반으로 한국의 소비자들이 맥주 브랜드와 맺고 있는 다양한 관계의 유형들을 검토하였고, 이러한 소비자-브랜드 관계를 통해서 브랜드 충성도의 다양한 양상과 동태적인 본질들을 확인하였다. 연구 결과에 따르면, 소비자들의 브랜드 충성도의 원천이 서로 다른 다양한 요인들에 기반하고 있는 것으로 나타났다. 또한 외면적 브랜드 충성도는 실질적 브랜드 충성도와 일치하지 않을 수 있으며, 소비자의 라이프 이벤트와 라이프 테마가 브랜드 충성도와 깊이 관련되어 있다는 것을 확인하였다.

• 한국의류학회지
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• 제32권11호
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• pp.1692-1703
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• 2008

On 2008, China comes to be an era of opening the market for 30 years, being both the 4th economically biggest country and 2nd ranked clothing export country in the world. China plays a huge consuming market for the world, along with the competition arena for the numerous world fashion brands while more than 100 kinds of Korean fashion ones being launched into the China. By applying the analysis and investigation of preferred street style. in local area to the development of fashion items and design, the synergistic effect of university and industrial corporation might also be expected. This study aims to provide the basic resources for the development of fashion design on behalf of the Korean fashion brands launched into China and moreover to anticipate the requirement on the part of Chinese consumers by way of understanding the preferred fashion styles, through analysis and investigation of the street fashion in Dalian, northeastern area of China. Conclusively, in terms of clothing style, 80.5% of casual style and 19.5% of formal style were notified. The jean casual, and easy casual being dominant in the former, feminine style in the later. In view of the high frequency of T-shirt, sleeveless on the top, full-length pants and 7/9 length pants on the bottom. The simple and cool style seems to be favored, making them easy through the hot summer. The upper clothes exposed in body part of back, chest and shoulder, were frequently shown. In light of colours. white, black, red were preferred on top, blue and black were preferred on bottom. To deal with accessories, the shoulder bag mostly preferred among bags, the sandal, slippers, snickers in sequential order among shoes, the hair pins and rubber band(tied or, held up style), in hair accessories. Other items of hat, belt, and sunglasses, which could give a point to the summer style, were identified low frequency.

• 복식문화연구
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• 제24권4호
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• pp.511-529
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• 2016

The current study aims to segment Chinese female consumers using their lifestyle dimensions in the cosmetics market, and analyze their cosmetics purchasing behavior based on that segmentation. Specifically, lifestyle groups were examined to see if there is any group difference(s) in consumer behavior for Korean cosmetics. Lifestyle groups were examined based on: consumers' demographic characteristics, perceived brand attributes, loyalty toward Korean cosmetics, usage of Korean cosmetics products, preferred stores of shopping for Korean cosmetics, and use of information sources in purchase decisions. An online survey was administered to female consumers who live in Beijing and Shanghai. A total of 493 surveys were used for data analyses. The results of the study were as follows: First, factor analysis revealed 11 significant lifestyle dimensions. Second, using these 11 lifestyle dimensions, cluster analysis was conducted, which revealed four distinct groups of consumers: (1) "timid inactive group," characterized by having low scores in most lifestyle dimensions; (2) "showcase goers," who tend to be highly fashion/appearance-conscious and brand-oriented; (3) "practical buyers," who tend to be price-conscious, sensitive and timid; and (4) "sensible buyers," who enjoy finer meals and wellbeing lifestyles, as well as hardworking in everything and impulse-buy things. Third, consumer behavior of purchasing Korean cosmetics brands were examined; significant differences among the four lifestyle groups were found. The study concludes with a discussion of the results and practical implications.

• 한국의상디자인학회지
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• 제21권2호
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• pp.1-13
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• 2019

The objectives of this study are (1) to classify fashion consumers based on innovativeness and nostalgia and (2) to explore the differences in product purchase criteria, fashion information sources, and attitudes toward eco-friendly and fast fashion products among the identified groups of consumers. A total of 327 respondents were clustered into four distinct groups: (1) high innovativeness and low nostalgia, (2) high innovativeness and high nostalgia, (3) low innovativeness and high nostalgia, and (4) low innovativeness and low nostalgia. The four groups showed significant differences in the purchase criteria of quality, design, and brands and no difference in the criteria of functionality and washing methods. The four groups preferred different sources of fashion information: fashion magazines, people in the street, and salespeople, but did not differ in terms of social networking services (SNS) and in-store displays. While the four groups had significantly different attitudes toward eco-friendly fashion products, they did not show differences in attitudes toward fast fashion products, excluding usefulness. These meaningful results provide guidelines for developing more effective merchandising strategies for both eco-friendly and fast fashion products.

• 한국의류학회지
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• 제42권6호
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• pp.1025-1038
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• 2018

This study identifies the socio-psychological factors on athleisure wear purchase behavior and focuses on the effects of participation motives in sports leisure activity. This research compares athleisure wear purchase behavior among the three groups segmented by participation motives for sports and leisure activity. An online survey on male and female consumers between the ages of 20 and 50 provided 319 responses that were analyzed using SPSS 20.0. The factor analysis and reliability analysis, cluster analysis, variance analysis, Duncan test, and Chi square test were conducted. The results were: 1) From a result of the factor analysis on consumers' sports leisure participation motives clearly showed factorial structures including social interaction, physical health, and pleasant feeling. 2) Cluster analysis indicated three groups of participation motives in sports and leisure activity such as passive motivating type, social interaction type, and wellness type. 3) Consumer groups showed significant differences in purchase reasons, preferred brands, product items, and pursued performance attributes for purchasing athleisure wear products.

• 유통과학연구
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• 제22권3호
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• pp.93-104
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• 2024

Purpose: Using green supply chain management (GSCM), the current study focuses on the fashion design industry as a central player in promoting an eco-conscious consumption culture by creating awareness of the need to produce and consume eco-friendly fashion products instead of only capitalizing on the shifting consumer tastes, preferences, and expectations. Research design, data and methodology: This study selected a PRISMA (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) checklist as a research methodology. The purpose is the detailed and disinterested evaluation of all the published information related to the topic of the research. Results: This study suggests brief solutions of the GSCM based on the five categories of sustainable fashion activities that contribute to the development of eco-friendly fashion designs and marketing strategies. This strategy employed by firms to promote sustainable production and consumption is a major factor in enhancing consumers' environmental awareness. Conclusions: The study delves into how brands in the fashion design industry provide a platform for collective action by investing in educational campaigns and transparent communication, collaborating with various stakeholders to maximize awareness of the need for eco-conscious consumption and the availability of green fashion products. Practitioners should consider developing a comprehensive framework to assess the feasibility of different awareness strategies and purchase stimulation approaches.

• 마케팅과학연구
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• 제19권4호
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• pp.24-31
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• 2009

公司生产不同功能, 设计, 颜色的产品. 产品扩散的出现有三个不同的原因. 当存在规模经济, 当这种产品和别的产品一起生产时, 单位成本比单独生产要低. 二, 消费者是异构的, 即它们具有不同的品味, 喜好, 或价格弹性. 一家公司可赚取细分为具有类似特点的不同群体的消费者更多的利润. 例如, 产品扩散通过更准确地满足不同消费者的需要来帮助公司增加利润. 产品扩散的第三个原因是基于战略. 生产一定数量的产品, 不仅可以阻止通过提供给一些少数市场的产品进入, 也使得公司可以有效地应付低价格进入. 通过生产各种产品, 公司可以减少利基, 使潜在进入者有较少进入的诱因. 此外, 企业可以生产新产品来应对进入, 我们称之为战斗品牌. 也就是说, 当一个进入者试图以低廉的价格吸引消费者, 已存在者介绍新的低质量的产品, 同时保持现有产品的价格. 产品扩散的缺点是同型装配. 一些买了高价位的产品的消费者会转向低价位的产品. 此外, 当新产品与对手现有的产品的异化程度不高时, 由于激烈的竞争, 产品扩散会降低利润. 许多研究已经在经济分析和市场营销等领域的产品线竞争的影响. 它们展示了一个垄断者可以通过调整质量来解决市场中的消费者对质量的偏好不同的同型装配的问题. 他们发现, 喜欢高品质的产品的消费者将获得他或她最喜欢的质量, 但没有这方面的偏好的消费者将获得比他或她所喜爱的质量低的产品. 本研究分析了产品的竞争在一个双头垄断市场, 两种不同类型的消费者对质量偏好的影响. 我假设这两家公司将在这个意义上的不对称, 一个运营商可以同时生产高, 低质量的产品, 而一个进入者只能产生低质量的产品. 产品扩散的影响是可以通过比较市场结果来解释, 当已存在的运营商生产两种产品和只生产一种产品时. 在这个案例中, 当已存在的运营商只生产高品质的产品, 由于激烈的竞争, 在喜欢低质量产品的消费群中低质量的产品价格趋于下降. 但由于缺乏竞争, 在喜欢高质量产品的消费群中价格会上涨. 据了解, 当企业在进行价格竞争时, 理想状况是当公司的对 手提高价格时, 此公司也提高价格, 这被称为战略补充. 由于价格是战略性的补充, 我们有两种相反的效果. 事实证明, 一个高品质的产品价格上升, 因为竞争力减弱的积极作用超过了战略互补的负面影响. 这意味着, 已存在的运营商推出了低质量的产品时还需要增加高品质产品的价格. 然而, 在进入者的低质量产品的价格变化是模糊的. 二, 此案例中, 已存在的运营商只生产低品质的产品, 在偏好低质量的消费群中价格往往增加. 但在偏好高质量的消费群中价格往往下降. 低质量产品的价格下降是因为负面影响大于正面影响. 而且, 当已存在的运营商生产两种产品时, 其低质量产品的价格往往较高, 尽管两家的低品质的产品质量一样. 此原因由于对高品质产品价格的负面影响, 运营商没有较大的动机去降低低品质产品的价格. 事实上, 竞争的产品线对利润的影响不仅取决于价格变化, 还取决于销售和同型装配. 如果在边际成本同产品质量的差异相比是适中的话, 产品扩散的积极影响大于负面影响, 从而增加利润. 此外, 如果成本差异是非常大(小), 运营商最好只生产一种低 (高)质量的产品. 而且, 本研究还分析了当公司通过关注战斗品牌来决定产品特征时, 竞争产品线的影响. 最近, 大韩航空和韩亚航空公司建立了廉价航空线路, 分别是Jin线路和釜山线. 来应对Hansung航空和济州航空. 另外, 很多网上书店也进入市场, 例如处于领先地位的实体书店Kyobo已经有了自己的网上书店. 通过战斗品牌, 在它的低品质产品跟新成员比起来有差别时, 一个具有高品质产品的运营商通过生产更多的低质量产品可以增加利润.

• 복식
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• 제39권
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• pp.125-138
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• 1998

In order to help apparel manufactures and marketers to promote apparel products more efficiently, and aid them in instilling brand names or brand images more distinctively in the minds of target consumers, it is the intent of this study (1) to investigate on the high-school girls brand loyalty and the brand discernment, self image(product image), and the buying behavior of casual wear. The subjects were 532 female high school students selected from the four high school in Seoul. The data were collected by self-admin-istered questionnaires. The data were analyzed by frequency, percentage, T-test, x2-test, and correspondence analysis. (1) 29.1% of the female students were cat-egorized as the brand loyalty group that was smaller than the non-brand loyalty group(70.9%). (2) In identifying the relationship between the demographic factors and the brand loyalty, the monthly household income and the month-ly personnel expenses were statistically significant. Namely, higher household income and the monthly personnel expenses were statistically significant. Namely, higher household income and the monthly personnel expenses there were, higher the brand loyalty was revealed. (3) The power of discernment was statistically significant according to the brand loyalty. That is, the brand loyalty group was more outstanding than latest fashion brands, the high-price brands, and the better-style brands in terms of design, color, and fabric. (4) The self image was also statistically significant according to the brand loyalty, Wher-eas the brand loyalty group preferred the unique, high-quality, sexy, and active self-images, non-brand loylty group revealed to prefer the non-noticeable and feminine self-images. The findings of this study will assist apparel manufactures and marketers in better identifying the target market, and in subsequently adjusting their products, brand image, and promotional activities in order to reach the target market more efficiently.

• 대한가정학회지
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• 제44권5호
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• pp.21-33
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• 2006

The purpose of this study were 1) to analyze customer relationship management(CRM) based on the online customer experiences by product types (i.e., men's, women's, casual, sports wear), 2) to analyze CRM based on the off-line customer experiences by product type, and 3) to examine customer purchase behavior of fashion products and internet usage behavior by product types. Survey and 1:1 interview were conducted from January 13th to May 16th, 2005. Six consumers from each brand (i.e., 3 loyal customers and 3 general customers) in a total of 24 customers were selected from each product type. For the data analysis, content analysis and descriptive statistics (i.e. frequency) were used. Among the key study findings first, as a result of the on-line CRM experience, the customers of men's wear preferred receiving customized information through e-mail or SMS service. The customers of sports wear preferred receiving a different level of information and participating in customized product service. Second, as a result of the off-line CRM experience, the customers of men's wear need to be encouraged to join a membership at a sales encounter and the customers of women's wear preferred receiving quick information of new products and participating in a design development planning of the merchandising process. Third, the purchasing behavior of the customers of women's wear are influenced mostly by the salesperson and the store atmosphere when they purchase clothes and the customers of men's wear are price-sensitive. The results of this study can be used when fashion brands perform strategic planning and decision making on CRM.

• 한국의류학회지
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• 제29권9_10호
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• pp.1349-1358
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• 2005

Generally apparel products were recognized as an incongruent product type which direct search was needed for. But nowadays apparel products were ranked as a second product type next to electronics in sale amount of internet shopping mall. Therefore more detailed study on which attributes of fashion products are more successful and suitable in internet shopping mall is necessary. This study was executed to analyze common attributes of successful apparel in internet shopping mall on the basis of real sale data, and then to help internet apparel marketer plan marketing strategies more efficiently. Common attributes of successful apparel products in internet shopping-mall in terms of product, price and promotion attributes were identified. 240 products which were loaded in bestseller section of internet shopping-mall for 8 weeks from November to December, 2004 were analyzed. The results are as follows. First, products ratio for women ($76.7\%$) were higher than for men($18.3\%$). And the amount of each apparel product types purchased by consumers were ranked in the order of leather/fur coat, woven coat, inner wear, jacket, T-shirts, pants, training wear, suit, knit wear etc. and basic style dominated in $74.2\%$. General brands ($69.2\%$) that had price competitiveness were preferred to famous designer brand, national brand and PB brand. Preferred level of price was ten thousand to fifty thousand won. For promotion skill, in order of just one product, product adding promotion product and package set were preferred. Regular price, less than $50\%$ off and more than $50\%$ off price showed no difference in preference. Product planning strategy for internet apparel marketer was followed on the basis of these results.