• 한국의류산업학회지
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• 제6권5호
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• pp.595-604
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• 2004

This study is to investigate complaining behavior of consumers who purchase fashion products on the internet, as well as to find how the complaining behaviors are related to the consumers' characteristics. The subjects of this study are limited to the consumers who have experienced dissatisfaction when purchasing fashion products through the internet. The questionnaires were administered to male and female respondents using the internet shopping mall. The results can be summarized as follows: The factor analysis shows that consumer complaining behaviors are fitted well into four factors(direct complaining behavior, private complaining behavior, third-party complaining behavior, and no response). In the difference analysis by consumer's complaining behavior styles and gender, private complaining and third-party complaining behavior were significant statistically. In the difference analysis between consumer's complaining behavior styles and internet self-efficacy. Internet self-efficacy was significantly different according to consumer's complaining behavior styles, especially for direct complaining, third-party complaining and no response. Private complaining behavior, third-party complaining behavior and no response were negatively related to consumer retention, while direct complaining behavior was not.

• 패션비즈니스
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• 제1권2호
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• pp.55-64
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• 1997

This study adapted OSL (Optimum Stimulation Level) to induce the customer's behavior, especially customer's fashion behavior. The purpose of the fashion advertisement was to accelerate the purchasing desire for the clothes by catching the customer's attention. OSL is one of the methods. OSL can satisfy customers' desires using the new stimulation that reveals a customer's individual characters. In general, women are more concern about fashion and sensitive to the clothes of new fashion than men. But nowadays, many of the men are also concern about their appearance and fashion. The differences between men and women in fashion behavior and in each factor, of OSL, especially a relationship between OSL factor and fashion behavior are researched in this study. Such differences analyzed to find the sources that can satisfy their various desires. This study was expected to provide good information to plan advertising strategy in unpredictable market situation. The subjects for this study were 308 male and female university students. Mehrabian and Russell (1974),s ASTS(Arousal Seeking Tendency Scale) was adapted to measure the OSL, and twenty questions regarding fashion leadership and clothing importance released by Kwon, Shin, Lee, are adapted to measure the fashion behavior. An ANOVA was used as statistical analyzing method to find out the difference between men and women in fashion behavior. The relationship between fashion behavior and difference between men and women in OSL factors were measured by MANOVA. Conclusions were as follows; 1. In consciousness degree of fashion leadership and clothing importance in the fashion behavior, women were higher than men. 2. There was a difference between men and women in OSL's each factors in "unusual stimuli" and "sensuality", but there is no significant statistical difference in factors of "change", "risk", "new environment". Therefore women are higher than men in the stimulation level of "unusual stimuli" and" sensuality". 3. Low element of OSL relating to fashion behavior is from "change" and "unusual stimuli". 4. For the relationship between OSL and fashion behavior, fashion leadership and clothing importance were recognized better in the group of higher level of "change" and "unusual stimuli" irrespective of sex. In the case of "change" which is one of OSL factors, High OSL groups were higher than low OSL groups in the consciousness level of the fashion leadership and clothing importance. In men's case, High OSL-Change groups were higher than Low OSL-Change groups in the fashion leadership, but there was no difference between two groups in the consciousness of the clothing importance. In the case of "Unusual Stimuli", High OSL groups were superior to Low OSL groups in the fashion leadership, but there was no significant difference between two groups in the clothing importance. In women's case, High OSL-Change groups were superior to Low OSL-Change groups. In the case of "Unusual Stimuli", High OSL groups were superior to Low OSL groups in the fashion leadership, but there was no difference between two groups in the clothing importance.

• 패션비즈니스
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• 제13권3호
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• pp.62-76
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• 2009

The purpose of this study is to identify apparel consumers' immoral shopping behaviors from apparel retail sales associates' perspectives. As a first step to understand immoral consumer behaviors in apparel retail setting, the study took an exploratory approach using five focus-group interviews with 35 apparel salespeople. The immoral behavior of fashion (product) consumers was divided into two categories: one was the immoral behavior associated with the product, and the other was the immoral behavior relative to the consumer. The immoral behavior associated with the product was classified into three types: shoplifting, inappropriate returns, and damaging to merchandise. Immoral behavior relative to the consumer was classified into two types: abusive behavior by a consumer toward sales associates and excessive demand. Although, shoplifting was the primary immoral behavior mentioned by all interview participants, most sales associates failed to recognize shoplifting as a serious criminal behavior. Another commonly mentioned immoral consumer behaviors was retail borrowing, which may pose serious problems to the fashion industry. The findings of this study will provide a basis for approaches that may help decrease immoral consumer behavior at fashion retail stores and provide a basis for developing materials for consumer education over the long term.

• 한국의류학회지
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• 제35권11호
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• pp.1285-1296
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• 2011

This study examines the effects of fashion and beauty consumption behavior on self-satisfaction. A questionnaire method was used for the study method and the subjects of the study were females in their 20s- 50s. A total of 580 sets of questionnaires were distributed and 554 sets were used for the final analysis; in addition, SPSS 12.0 statistics program was utilized for factor analysis, reliability analysis, correlation analysis, one-way ANOVA, Duncan test and multiple regression analysis. The results of this study were: First, the factors of fashion consumption behavior are composed of physical supplementation, social symbolism, appearance styling, sexuality and conformity and those of beauty involvement consisted of hair styling, skin management, make-up and body shaping. Self-satisfaction was divided into living satisfaction, appearance satisfaction, economic satisfaction and interpersonal relations satisfaction. Second, (because of the examination of the effects of fashion consumption behavior on self-satisfaction) fashion physical supplementation and appearance styling of fashion consumption behavior influenced living satisfaction and interpersonal relations satisfaction for females in their 20s. However, fashion consumption behavior did not influence satisfaction for those in their 30s. It was shown that the social conformity factor of fashion consumption behavior influenced appearance satisfaction of self- satisfaction for those in their 40s and the conformity factor of fashion consumption behavior gave a negative influence on life satisfaction and economic satisfaction of self-satisfaction for those in their 50s. It was found (for beauty consumption behavior) that the body-shaping factor influenced economic satisfaction and interpersonal relations satisfaction of self-satisfaction for all age levels.

• 융합경영연구
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• 제9권1호
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• pp.1-14
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• 2021

Purpose: The article deals with the proposition that consumers' fashion consumption behavior will still follow the consumption behavior of fast fashion, despite recognizing the importance of slow fashion. Research design, data and methodology: The research model to verify this proposition is topic modelling with big data including unstructured textual data. we combined 5,506 news articles posted on Naver news search platform during the 2003-2019 period about fast fashion and slow fashion, high-frequency words have been derived, and topics have been found using LDA model. Based on these, we examined consumers' perception and consumption behavior on slow fashion through the analysis of Topic Network. Results: (1) Looking at the status of annual article collection, consumers' interest in slow fashion mainly began in 2005 and showed a steady increase up to 2019. (2) Term Frequency analysis showed that the keywords for slow fashion are the lowest, with consumers' consumption patterns continuing around 'brand.' (3) Each topic's weight in articles showed that 'social value' - which includes slow fashion - ranked sixth among the 9 topics, low linkage with other topics. (4) Lastly, 'brand' and 'fashion trend' were key topics, and the topic 'social value' accounted for a low proportion. Conclusion: Slow fashion was not a considerable factor of consumption behavior. Consumption patterns in fashion sector are still dominated by general consumption patterns centered on brands and fast fashion.

• 한국의류학회지
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• 제25권1호
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• pp.162-172
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• 2001

Fashion is the social process concerned with the spread of a new product from its source to consumer. Fashion leadership may be associated the shopping-related behaviors, such as shopping motives, on-going information search, impulse buying behavior. In order to study the relationship between the fashion leadership and the shopping-related characteristics, Three research problems were set up for the study as follows: Research problem 1: To investigate the fashion leadership. Research problem 2: To analyze the relationship between the fashion leadership and the characteristics of shopping-related behavior. Research problem 3: To analyze the relationship between the fashion leadership and other fashion-related behaviors. After statistical analysis using the SPSSWIN, the following results was found. Fashion leadership approximates the normal distribution curve, and its structure consists of one dimension. Using the factor analysis, the two kinds of shopping motive was confirmed hedonic motive and cognitive motive. Fashion leadership was related to the hedonic shopping motive. Also there were positive associations between the fashion leadership on-going information search behavior, and the impulse buying behavior. And there was significant association between the fashion leadership and expense for clothes and spending time for shopping.

• 한국의류산업학회지
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• 제11권1호
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• pp.93-102
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• 2009

The purpose of this study was to analyze the factor of fashion behavior and to identify fashion behavior differences according to demorgraphic/physical characteristics and parents' background of male college student in Dalian, China. The data were collected via a self-administered questionnaire from 250 male college students living in Dalian, China in June 2007. Data analysis method were used to Crombach's a, reliabilty, factor analysis, frequency analysis, ANOVA, and Sheffe's test for the post hoctest. The results of this study were as follows: Fashion behavior factors were analyzed into 6 factors such as fashion satisfaction oriented, high price oriented, fashion leader oriented, practical fashion oriented, others defendence oriented. There were significant difference in demographic variables such as age, major and physical variables such as height, weight, clothing size and parents' background such as education, job, and income.

• 복식
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• 제60권1호
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• pp.43-55
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• 2010

To pursue youth and agelessness can be regarded as a global trend today. The younger a woman recognizes herself to be, the more sensation seeking tendency and the more active fashion exploratory behavior of younger generation she would show. This study attempted to empirically examine the relationship between sensation seeking behavior and fashion exploratory behavior according to the difference age in women in their 30's to 50s'. After the survey, a total of 480 questionnaires was used for data analysis. The results of this study are as follows, 1. It was found that there was a very high correlation among cognitive ages, and the lower cognitive age a woman had, the higher difference age she showed. 2. Sensation seeking tendency of adult women was shown in two factors of change seeking and artistic sensation seeking, and these factors accounted for 73.99% of the total variances. Fashion exploratory behavior had 4 factors such as fashion leadership, behavior of hedonic shopping, behavior of clothing communication and behavior of clothing purchase with taking a risk, and these four factors accounted for 75.87% of the total variances. 3. The higher difference age and the higher tendency of sensation seeking an adult woman had, the higher fashion exploratory behavior was shown, and the higher the difference age, the higher tendency of change seeking and artistic sensation seeking.

• 패션비즈니스
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• 제19권1호
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• pp.106-121
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• 2015

The purpose of this study is to classify the attitudes toward fast fashion into groups and analyze the differences of the self-consciousness, and make-up behavior by groups. Questionnaires are being administered from 179 high school girls living in Deagu metropolitan City. Frequency, factor analysis, reliability analysis, cluster analysis, ANOVA, Duncant-test, and ${\chi}^2$-test are all used for data analysis. Our findings are as follows. The attitude toward fast fashion shows a significant correlation with the sub-variable self-consciousness and make-up behavior. Attitude toward fast fashion is being categorized into convenience focus, fashion focus, design focus, and season focus. Self-consciousness is social self-consciousness, social anxiety, private self-consciousness, and private anxiety. Make-up behavior is positive effect, fashion leader, and conformity. Attitude toward fast fashion is classified into three groups: disposability, fashionability, and low interest of fashion. The groups show a significant difference in the self-consciousness, and make-up behavior. Groups display no distinctions between the sub-variables in the actual conditions of cosmetics such as a first time for make-up and frequence of visit.

• 패션비즈니스
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• 제26권5호
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• pp.105-121
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• 2022

To improve the discrepancy between consumer attitude and actual consumption behavior despite the expansion of consumer perception of sustainable fashion, this study attempted to identify the factors influencing the purchase intention and behavior of sustainable fashion consumers. The extended theory of planned behavior, which adds prior knowledge and consumer inertia, was used to predict purchase intention and factors affecting purchase behavior for sustainable fashion, and to verify the influence of knowledge and inertia on consumers' attitudes, subjective norms, and perceived behavioral control. The results of this study were derived from SPSS and AMOS statistical analysis based on response data of 323 domestic male and female consumers, 20 years or older with experience in sustainable fashion consumption. The results showed that consumers' prior knowledge and inertia about sustainable fashion have a significant influence on their attitude toward sustainable fashion consumption, subjective norms, and perceived behavioral control. Implications were derived based on this quantitative verification. The higher the level of consumers' knowledge of sustainable fashion, the greater the impact on attitude, subjective norms, and perceived behavioral control, but inertia decreases the impact. Therefore, to grow consumers' knowledge, not only a shopping environment should be established but also inertia should be suppressed as much as possible through sustainable fashion marketing activities.