• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.8
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• pp.1319-1330
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• 2010

This study examines the underwear purchase behaviors of female consumers based on fashion leadership. Data research was conducted on 348 females in their 20s and 30s located in the city of Seoul & the surrounding Gyeonggi provincial area. The SPSS 17.0 software program was used to conduct data analyses such as descriptive statistics, frequency analysis, factor analysis, cluster analysis, ANOVA, and Scheffe's test as a post-hoc analysis. The results of this study are as follow. 1. Fashion leadership was identified with four factors; fashion opinion leadership, fashion innovation, confidence of fashion, and potential fashion leadership. Customers were segmented into the following three subdivisions: fashion leaders, fashion followers, and fashion laggards. 2. The factors derived from the factor analysis of underwear purchase motive included pursuit of fashion, economic, and fashion coordination. Fashion leaders highly regarded the pursuit of fashion & fashion coordination, but fashion laggards regarded economics highly. 3. The factors derived from the factor analysis of selection criteria included design attributes, brand attributes, functionality of clothes, and practicality. Fashion leaders regarded the attributes of design and brands highly; fashion followers regarded design attributes highly. 4. The factors derived from the factor analysis of underwear attitude included fashion/shopping orientation, fashion coordination orientation, and wear sensation/modesty orientation. Fashion leaders regarded fashion, shopping, design, and fashion coordination orientation highly relative to fashion followers and fashion laggards. 5. Fashion leadership showed significant differences in purchase motives, selection criteria, and underwear attitude.

• Journal of Korean Home Economics Education Association
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• v.21 no.3
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• pp.65-81
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• 2009

The purpose of this thesis was to analyze shopping orientations of adolescence and to understand the reasons of their dissatisfactions in purchasing garments at so-called internet malls. This study was to provide basic information helpful in clothing study by finding out dissatisfactory factors of adolescence purchasing clothes through internet malls. This survey was done among 273 students of 3 junior-high schools and 3 high schools within the boundary of Seoul and its suburb area, among which 265 of them were qualified as legitimate survey. The results were as follows. First, the youth shopping trends were divided into the 5 categories according to the basic trends. And the 5 categories were 'Convenience seeking', 'Peer-assimilating', 'Personality/trend worshipping', 'Passive and inactive', and 'Thrifty' The survey represented that girls showed higher garment assimilating rate and made better economic choices than boys did. The survey also showed that the highschool students used internet shopping mall in order to seek better prices. furthermore, the primary targets of the juvenile internet shopping were shoes and garments, which includes both upper and lower clothing. Second, The dissatisfaction factors of internet shopping were the 'Mismatch of the goods in the screen and those of the real life', 'Exchange/Refund', 'Qualify', 'Desigin and color', 'Shipping', and 'Size' in order of biggest to the smallest. The dissatisfaction rate was higher among the groups of 'Thrifty', 'Personality/Trend worshipping', 'Convenience seeking', girls and highschool goers.

• The Journal of the Korea Contents Association
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• v.21 no.8
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• pp.466-477
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• 2021

The purpose of this study is, for the first time in Korea, to examine the effects of companion animal online shopping motivation factors on customer satisfaction. In addition, we analyzed the moderating effect of the number of companion animals raised. The factor analysis of survey data yields the following five dimensions: convenience, economic, hedonistic, product characteristics, and information-knowledge shopping motivation. Multiple regression analysis shows that both convenience shopping motivation and information-knowledge shopping motivation have significant positive (+) effects on customer satisfaction. As a result of hierarchical regression analysis, it was found that there is a moderating effect of the number of companion animals raised on the relationship between information-knowledge and customer satisfaction.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.1
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• pp.54-65
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• 2004

The purpose of this study was to identify the impact of fashion life styles of TV-home shoppers on their fashion goods purchasings. This study analyzed TV home shoppers grouped into clusters based on their fashion life styles and identified their product-related evaluative criteria and purchasing intention according to clusters. This study also analyzed whether there are differences in clusters according to their socio-economic status. Utilizing the convenient sampling method, the sample of the study is composed of women aged over 20 living in the Seoul metropolitan area. Of 380 distributed, 196 useful questionnaires were returned. The data were analyzed using factor analysis, cluster analysis, $\chi$$^2$analysis, and One-way ANOVA. The results are as follows: Regarding fashion life styles, 5 factors, 1) fashion leadership, 2) shopping-involvement, 3) fashion image, 4) economics and 5) anti-fashion attitude were obtained. Based on the factor scores, 4 clusters, 1) aesthetic-orientation, 2) economics and fashion innovation-orientation, 3) conspicuous consumption-orientation and 4) anti-fashion attitude, were identified. Regarding the product-related evaluative criteria, there were significant differences in price, fashionability, design, size, brand reliability, refund policy, and appearances when worn according to clusters. There were also significant differences in purchasing intention when purchasing low price products and fashion items such as under wears, night and home wears, suits, leather and fur clothes, purse and bags, and shoes. Regarding the socio-econmic status, age, marital status, and occupation were significantly different according to clusters.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.1 no.2
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• pp.193-224
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• 2006

When we look into the market economy of our country recently, we learn that the mind of consumption after IMF crisis is very shrunk and the market is led into a serious slump of consumption. For an approach to survive the contraction of the market and the market competition, enterprises command a variety of sales promotion strategy, out of which presentation is a sales promotion strategy to give the same product. The price-discounted strategy through the provision of donation commodity may induce the temporarily-discounted commodity not to be sold to the consumers or make a damage of the images of the brand, or arouse the price war against other companies, or lower the sense of the quality of the commodity. Therefore, it is necessary for a company to meet the end users' demand and also maintain the evaluation of the quality on the consumers' products highly. Therefore, in this study, we have attempted to study and analyze the consumers' satisfaction level and reliability on the donation goods in order to suggest the orientation of the presentation promotion strategy in accordance with the changes of the sales market. In addition, we tried to understand how the recognition, consumers' satisfaction level and reliability on the presentation goods had on the repurchase. With such objectives in this study, we could make an analogy of the following significance and suggestion of study. Firstly, in order to survive a serious competition market, enterprises must execute the product presentation along with diverse events instead of commanding the sales promotion strategy through a simple product presentation. This strategy can be an alternative to lower the danger a person-to-person product presentation may bring about. That is to say, we shall not lower the quality and value of the products but enhance a new image to customers through a product donation occasion together with an event as a new marketing pioneering method. Secondly, during the period of the current economic depression, if a company provides the consumers with an opportunity free of charge through the present special event period and the practical events, it will affect the advertising effect of the goods, the introduction of the customers and customers' repurchase. For this purpose, the company has to heighten customers' preferences by selecting the items customers are liable to prefer and closely analyze the consumers' response and market for such an objective. Thirdly, with the internet age, as the market has a tendency to increase In the number of consumers who do shopping in the internet, the marketing strategy has to build up the strategy of the presentation product instead of a simple offline strategy. For example, a company shall have to draw attention or attraction from end users who intend to do shopping through the online by a product planning expo or a presentation product corner. Fourthly, the excessive sale promotion strategy of presentation products may bring about even a reverse effect on the value of the goods or consumers' attitude as seen above. Therefore, a company has to relay' the value as to the price' to the consumers instead of the sales promotion strategy of donation products just for a temporary sales volume. Conclusively, even if we put the value with a reasonable price through the presentation product strategy in the past, we shall have construct the strategy by providing some plus factors in the price such as the provision of the upgraded products or services instead of just presentation, or the invitation of the events related to diverse events or culture arts from now on.

• 한국벤처창업학회:학술대회논문집
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• 2007.04a
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• pp.375-404
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• 2007

When we look into the market economy of our country recently, we learn that the mind of consumption after IMF crisis is very shrunk and the market is led into a serious slump of consumption. For an approach to survive the contraction of the market and the market competition, enterprises command a variety of sales promotion strategy, out of which presentation is a sales promotion strategy to give the same product. The price-discounted strategy through the provision of donation commodity may induce the temporarily-discounted commodity not to be sold to the consumers or make a damage of the images of the brand, or arouse the price war against other companies, or lower the sense of the quality of the commodity. Therefore, it is necessary for a company to meet the end users' demand and also maintain the evaluation of the quality on the consumers' products highly. Therefore, in this study, we have attempted to study and analyze the consumers' satisfaction level and reliability on the donation goods in order to suggest the orientation of the presentation promotion strategy in accordance with the changes of the sales market. In addition, we tried to understand how the recognition, consumers' satisfaction level and reliability on the presentation goods had on the repurchase. With such objectives in this study, we could make an analogy of the following significance and suggestion of study. Firstly, in order to survive a serious competition market, enterprises must execute the product presentation along with diverse events instead of commanding the sales promotion strategy through a simple product presentation. This strategy can be an alternative to lower the danger a person-to-person product presentation may bring about. That is to say, we shall not lower the quality and value of the products but enhance a new image to customers through a product donation occasion together with an event as a new marketing pioneering method. Secondly, during the period of the current economic depression, if a company provides the consumers with an opportunity free of charge through the present special event period and the practical events, it will affect the advertising effect of the goods, the introduction of the customers and customers' repurchase. For this purpose, the company has to heighten customers' preferences by selecting the items customers are liable to prefer and closely analyze the consumer's response and market for such an objective. Thirdly, with the internet age, as the market has a tendency to increase in the number of consumers who do shopping in the internet, the marketing strategy has to build up the strategy of the presentation product instead of a simple offline strategy. For example, a company shall have to draw attention or attraction from end users who intend to do shopping through the online by a product planning expo or a presentation product corner. Fourthly, the excessive sale promotion strategy of presentation products may bring about even a reverse effect on the value of the goods or consumers' attitude as seen above. Therefore, a company has to relay 'the value as to the price' to the consumers instead of the sales promotion strategy of donation products just for a temporary sales volume. Conclusively, even if we put the value with a reasonable price through the presentation product strategy in the past, we shall have construct the strategy by providing some plus factors in the price such as the provision of the upgraded products or services instead of just presentation, or the invitation of the events related to diverse events or culture arts from now on.