• The Korean Journal of Community Living Science
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• v.20 no.1
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• pp.123-134
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• 2009

The purpose of this study was to investigate the differences of evaluative criteria and brand preferences by clothing purchasing motivations of Chinese female consumers. Data were obtained from 350 Chinese women in the 20's and 30's who were living in Shanghi, China. Data were analyzed by factor analysis, ANOVA, Duncan test, cluster analysis, and descriptive statistics using SPSS WIN 12.0. The results of this study were as follows. The clothing purchasing motivations of consumers were classified into 'hedonic,' 'utilitarian,' and 'economic' motivation. The evaluative criteria of clothing were classified into 'aesthetic/quality,' 'service/care,' and 'social status symbol' evaluative criteria. Chinese female consumers were divided into four groups by cluster analysis of clothing purchasing motivation; economic, practical hedonic, utilitarian, and inactive groups. There were significant differences in evaluative criteria of clothing, brand preference of foreign brand and Korean brand, and purchase intention among four groups. Practical hedonic and economic groups showed the highest means of evaluative criteria of clothing, foreign brand, Korea brand, and purchase intention of Korean apparel brand. This study provides implications into Korean fashion marketers for developing marketing strategies in China.

• International Journal of Costume and Fashion
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• v.9 no.2
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• pp.67-78
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• 2009

The volume of the party wear market is gradually growing in the Korean fashion market. The study attempted to examine psychological clothing benefits as the criteria for market segmentation, and identify differences in information sources. and clothing evaluative criteria in each segmentated market. The summary of the key findings are as follows. Three segments were identified by psychological clothing benefits: pleasurably self-expressing group, fashion-seeking group, and indifferent group. The differences in search information sources between the classified groups were identified The fashion-seeking group had a higher mean score on mass media. The pleasurably self-expressing group had higher scores on advice from friends, colleagues, or companions. The differences in evaluative criteria between the classified groups were also identified. Among the evaluative criteria, the splendid boldness and polished silhouette criteria showed a marginal difference between each group. This study can contribute as a cornerstone for future studies on party wear and market strategies.

• The Research Journal of the Costume Culture
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• v.17 no.4
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• pp.548-560
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• 2009

This study was conducted to investigate purchasing behavior of jeans consumers and to find differences in jeans evaluative criteria according to consumers' characteristics. Male and female university students participated in the study. Quota sampling method was used to collect the data. Data from 492 questionnaires were used for the statistical analysis. Descriptive analysis, factor analysis, Cronbach's alpha coefficient, ANOVA, Duncan test, and t-test were conducted. Three factors of jeans evaluative criteria classified (i.e., external criteria, internal/aesthetic criteria, internal/quality criteria). Results indicated that most of respondents put on jeans wear more than three times per a week and 38.1% of respondents reported that they owned three to four jeans products on average. Department store was the most used place to buy jeans product with 44.2%. 27.5% of respondents spent from 50,000 won to 100,000 won on purchasing jeans. Style was the highest important jeans evaluative criterion with 36.2%, followed by fitness, price, color, condition of washing treatment. Women respondents considered aesthetic criteria and quality criteria more importantly than men did. Respondents who were on a high income and spent more than 200,000 won per a month on apparel more concerned aesthetic criteria and external criteria than the other respondents did. Results of this study provide a basis for understanding jeans consumers' purchase behavior and evaluative criteria.

• The Research Journal of the Costume Culture
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• v.11 no.1
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• pp.47-65
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• 2003

The purpose of this study was to examine the characteristics of consumer evaluative criteria based on clothing quality perception of adult males and females. A demonstrative study was conducted using a questionnaire on adults over 20 years old who were considered to afford to purchase clothes. A total of 650 questionnaires were distributed, and among them, 380 were used for the demonstrative analysis. The study used SPSSWIN V.8.0 for the analysis. Factor analysis and reliability analysis were introduced as analysis methods using the varimax rotation to classify consumer evaluative criteria for clothing purchasing. In addition, frequency analysis, correlation analysis, 1-test, multiple regression analysis, and duncan test are executed. The study result is as follows. First. expectation, importance and performance are examined by customer quality perception. Four factors- practicability, care, aesthetics, and symbolism- are classified through the factor analysis of 19 evaluative attributes based on importance. Second, differences of quality perception f3r expectation, importance and performance were found partly in customers' demographic characteristics. Third, the influential relation of satisfaction and quality perception is examined. Aesthetics and practicability have significant influence on the general satisfaction of evaluative attributes by performance.

• Fashion & Textile Research Journal
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• v.7 no.2
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• pp.179-186
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• 2005

Girls' school uniform evaluative criteria and their uniform modification were investigated. The data were collected by questionnaire from 579 middle and high school girls living in Incheon during the fall of 2003. The uniform evaluative criteria consisted of five dimensions: aesthetics, comfort, economy, management, and status concealment factor. The uniform evaluative criteria were used to cluster the students into five groups: economic, practical, aesthetic, negative, and active. The uniform modifications were investigated in regard to sleeve length, sleeve width, breast width, jacket length, skirt length, hip width, and waist width. The aesthetic and the active groups intended to modify uniforms less in sleeve length and skirt length than the other three groups. There were significant differences in the uniform modifications among demographics: school years, height, weight, spending money, satisfaction/dissatisfaction with spending money, and clothing expenditures.

• Journal of the Korean Home Economics Association
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• v.43 no.11 s.213
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• pp.185-196
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• 2005

The purpose of this research was to determine the relation between clothing evaluative criteria and segmented groups based on the perception of somatotype. The data for this research were collected from questionnaires of 192 females in Busan. Data were analyzed by frequency, factor analysis, cluster analysis, discriminant analysis, and regression analysis. Cluster analysis was used to identify groups of respondents based on the perception of somatotype difference factors. Based on the findings, three distinct groups were clustered: thin, moderate, fat. There were significant differences among the three groups in terms of clothing evaluative criteria. The result of regression analysis revealed that the perception of somatotype is a major determinant to influence the clothing evaluative criteria. The thin group preferred practical clothes while the fat group liked symbol clothes.

• Journal of the Korean Dietetic Association
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• v.7 no.2
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• pp.144-152
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• 2001

This research reviews the characteristics of consumption oriented culture of post modern society and describes the food consumption culture based on the evaluative criteria pattern in eating in Ulsan Metropolitan City. The subjects consisted in 217 full-time housewives and 129 cooks. The evaluative criteria of eating scale with 4 components - the eating atmosphere factor, the preference factor, the quality factor and the table factor- is described and interpreted in the context of consumption oriented culture. 4 clusters were decided through cluster analysis; preference and quality pursuing type, high involvement type, consumerism culture pursuing type and low involvement type. Among socio-economic variables, the evaluative criteria pattern of eating was significantly associated with occupation. The results of factor analysis and cluster analysis proved that the full-time house wives and cooks in Ulsan Metropolitan city showed the propensity to consumption oriented culture in food consumption culture.

• Journal of the Korean Home Economics Association
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• v.47 no.9
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• pp.91-99
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• 2009

Mothers are a powerful consumer force in the children clothing market, and somatotype plays an crucial role on their evaluation of clothing and decision to purchase. It is therefore essential to identify the roles of mother's somatotype & somatotype cognition in relation to purchasing of children clothing. This study aimed to investigate the effects of mother’s actual somatotype & somatotype cognition on their children’s clothing evaluative criteria. In order to compare the clothing evaluative criteria of the groups and among the groups by mother’s somatotypes at the point of children’s clothing purchases, mother’s actual somatotype & somatotype cognition of their self and their children were adopted as variables. Total usable questionnaires were obtained from 147 middle-aged mothers of students aged between 10 & 13. Results indicated that practical, commodity & symbolic dimensions of children’s clothing evaluative criteria were used differently by each group to decide on purchase of clothing for thin, moderate & heavy children. This study provides important commercial information about mother’s actual somatotype & somatotype cognition related to their children’s clothing evaluative criteria, and as such can be used strategically to the effective communication with consumers.

• Journal of the Korea Fashion and Costume Design Association
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• v.19 no.1
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• pp.15-25
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• 2017

The purpose of this study was to investigate the effect of sports shoes benefit pursuit on purchase reason, purchase evaluative criteria, and purchase information resource of high school girls. The data were collected between June 2016 from 287 high school girls in their's, living in Seoul, Daejeon, Gwangju, Daegu, Busan, and Changwon. The data have been analyzed by using SPSS program. The methods of factor analysis, reliability, and regression have been adopted for the data analysis. The results of this study were as followings: The factors of sports shoes benefit pursuits consisted of four dimensions of fashion-pursuit, brand-pursuit, convenience-pursuit, and economy-pursuit. The factors of purchase reasons consisted of three dimensions of syntony, recreation, and economic utility. The factors of purchase evaluative criteria consisted of three dimensions of management, aesthetic appreciation, and symbolism. The factors of purchase information resource consisted of two dimensions of media and human. Sports shoes benefit pursuits had an influence on purchase reasons, purchase evaluative criteria, and purchase information resources. In particular, the fashion-pursuit of Sports shoes benefit pursuits had a great influence on purchase reasons. The brand-pursuit of Sports shoes benefit pursuits had a great influence on purchase evaluative criteria and purchase information resources. It is highly expected that this study is used as the useful sources of sports Shoes industry.

• Journal of the Korean Home Economics Association
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• v.46 no.7
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• pp.59-69
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• 2008

The purpose of this research was to investigate the effect of appearance perception on sportswear benefits sought, evaluative criteria, and sportswear image preferences. The subjects were 530 female sportswear consumers who were residents in Seoul. The data were analyzed by factor analysis, multiple regression, ANOVA, and Duncan test. The results showed that there were two appearance perception factors: appearance interest and weight interest. Sportswear benefits sought had five factors of ideal figure/sex appeal, status ostentation, individuality/fashion, comfort, and youth-orientation. Sportswear evaluative criteria consisted of function, brand/fashion, and design factors. Sportswear image preferences had four factors: innovative, luxurious, simple, and active. Statistical analyses showed that there were significant effects of appearance perception on sportswear benefits sought, evaluative criteria, and sportswear image preferences. For example, the consumers who were interested in their appearances sought the benefits of ideal figure/sex appeal, status ostentation, individual/fashion in sportswear. Also, they considered brand/fashion and design as important criteria and preferred innovative and luxurious sportswear images.