• 패션비즈니스
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• 제17권1호
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• pp.157-169
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• 2013

The purpose of this study was to analyze clothing fashion leadership and make-up fashion leadership of women's university students and investigate the relationships of information sources and ongoing information search. To achieve the purposes, a questionnaire was conducted to 400 female students from September 21 to October 30, 2011. The final data was analyzed with spss 17.0 program. The results were follows. First, It was found that information sources were classified 3 factors of marketer source, personal source, and mass media source. Second, there were significant differences of clothing fashion leadership and make-up fashion leadership by major and clothes and cosmetics purchasing expenses. Third, there were significant differences of clothing information sources and ongoing information search by major and clothes and cosmetics purchasing expenses. Forth, there were significant differences of make-up information sources and ongoing information search by major and clothes and cosmetics purchasing expenses. Fifth, there were significant relations of clothing/make-up fashion leadership, information sources, and ongoing information search. Thus, it was found that clothing fashion leadership and make-up fashion leadership are related to information sources and ongoing information search.

• 복식
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• 제52권4호
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• pp.75-85
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• 2002

The degree of involvement was known to shape the types of decision- process behavior of consumers. The types of information search would be influenced according to the degree of involvement. The purpose of this study was to find out the fashion information sources used in clothing purchase, and to clarify the interrelationship of clothing involvement and information sources. The middle and high school girls in Seoul were the subjects of the study. The information sources were classified into three types; marketer-oriented, internal and personal sources. Fashion informations spreaded by mass media were the most diversely used by teens. Among fashion information sources, ‘my own thoughts and experiences’ was counted as the most important one. And ‘interior and display of the shop’ was more important than the other marketer-oriented informations. Clothing involvement in the aspect of pleasure/symbol showed meaningful correlation with the information of ‘street fashion’, but in the aspect of fashion consciousness, ‘fashion of movie stars and celebrities’was the most significant information source. It seemed that ‘fashion articles in the magazines’ was used to reduce perceived risk in clothing purchase.

• 복식
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• 제61권7호
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• pp.51-66
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• 2011

The study is intended to suggest the differentiated and subdivided indexes of the leisure fashion market and to provide the marketing strategy establishment and in-depth understanding of leisure fashion business by looking into the correlation between and among fashion involvement, clothing selection criteria and fashion information sources. This study was conducted by the questionnaire response method and the results were derived by using the SPSS 16.0 statistics program. The results of the study were as follows; 1) As a result of researching the difference between the leisure activities consumer groups and fashion involvement, there were significant differences in emotional and cognitive involvement. In the tour activity group and social activity group, emotional involvement was found to be higher than the cognitive experience while in the hobby and sports activity group, both involvements were equally as high. 2) As a result of researching the difference between the leisure activities groups and clothing selection criteria, it was found that the intrinsic and extrinsic criteria were high in the hobby and sports activity group and that the intrinsic criteria was high in the tour activity group and social activity group. 3) In the difference between the leisure activity groups and fashion information sources, it was found that media source, observation source and experience/personal source were high in the hobby and sports activity group. In addition, the experience and personal source were high in the social activity group. 4) In the difference between and among fashion involvement, clothing selection criteria and fashion information sources, it was found that the emotional involvement, intrinsic criteria and observation source were higher in the group of females than males. 5) In the difference between and among fashion involvement, clothing selection criteria and fashion information sources depending on the ages of leisure activities consumers, it was found that the emotional involvement and observation source were high in the group of 20-24 yrs old consumers and that the emotional involvement, intrinsic criteria and observation source were high in the group of 25-29 yrs old consumers. Also, in the group of 30-34 yrs old consumers, the emotional involvement, observation source and experience/personal source were high.

• 복식문화연구
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• 제17권2호
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• pp.238-254
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• 2009

The purpose of this study were to examine fashion information acceptance and fashion information sources and to analyze the difference according to clothing shopping orientation among digital generation male consumers. The subject were 349 male who were belonging to digital generation as the digital era's new consumers familial with internet and various kinds of digital media. A self-administrated questionnaire was developed based on the results of previous researches. The data were analyzed by using frequency analysis, factor analysis, cluster analysis, ANOVA, Duncan test, $\chi^2$ test, multiple regression analysis by SPSS WIN 12.0 package. The results of this study are as follows: First, clothing shopping orientation of digital generation males were classified into 6 factors: fashion oriented, impulse buying, aesthetic pursuit, individuality pursuit, practical type and reasonable economy. Based on the factor scores, 3 clusters were identified; independent, unconcern, high involvement. Second, the high involvement shopping group utilized various information sources. On the other hand, the unconcerned shopping group was passive in utilizing information sources. Third, the fashion information acceptance of digital generation was classified into 5 factors: searching, leading, following, non-accepting, and delaying acceptance. All fashion information acceptance factors were affected by the information and communication media. Finally, The high involved type of shopping group accepted fashion information at its most and actively.

• 한국의류학회지
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• 제12권3호
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• pp.351-361
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• 1988

The purpose of this study was to investigate the relationships between fashion style adoption and consumers' demographic characteristics, selection criteria and use of fashion information sources respectively and find out how their concerned variables influenced high fashion style adoption. For this study, the questionnaire was administered to a sample of 554 female adults in Kwangju. frequency distribution, Mean, Pearson's Correlation, Analysis of variance and Path Analysis were used fer the statistical analysis. The results obtained were as followers. 1) Level of fashion style adoption showed a normal distribution like a wave. 2) Consumer's demographic characteristics variables, such as age, educational level and income significantly associated with fashion style adoption. Younger consumers adopted tile high fashion style 41)an more aged consumers. while consumers in higher educational and income level adopted high fashion style than consumers in lower. 3) Among individuality, conformity, practicality and economy in selection criterias, only individually and practicality associated with fastion style adoption in clothing purchase. In the case of the high fashion style adoption, purchasing with individuality was increased, while purchasing with practicality was decreased. 4) The use of marketer dominated sources in fashion information sources significantlyassociated with fashion style adoption. In the case of high fashion style adoption, the use of marketer dominated and neutral information sources was higher. 5) The use of marketer dominated information sources had a main effect on high fashion style adoption in clothing purchase. Especially in the group composed of college students and occupational women, individuality and praticality as selection criterias came to be important effects. While in the group composed of housewives and non-occupational single women, age, educational level and income came to be important effects.

• 패션비즈니스
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• 제2권4호
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• pp.28-39
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• 1998

The purpose of this study was to demonstrate the information sources according to the benefit segmentations of New kids' jeans wearing. The subject consisted of 392 adolescents in Seoul and Honsung area. For analysis of data, confirming factor analysis, correlations, stepwise regression analysis were applied. The results were as follow ; 1. The benefit segmentation dimensions of New kids' jeans wearing were brand royalty, personality, fashionality, and utility pursuit. 2. According to the correlations between the benefit segmentation and the information sources, brand royalty was positive correlation with all information sources. Similary, both personality and fashionality were positive correlation with market initiated and neutral information. The other hand. only utility was negative correlation with neutral information. 3. In influences of the information sources according to the benefit segmentations, market initiated information is high valued in personality, fashionality, utility, and brand royalty. Neutral information is high valued in fashionality.

• 복식문화연구
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• 제6권3호
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• pp.73-87
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• 1998

The purpose of this study was to identify fashion leadership and information seeking as a part of adolescents'clothing purchase behavior study. The questionnaire was administered to 291 junior high school students. The data were analyzed using factor analysis, t-test and ANOVA utilizing SPSS/PC/sup +/. The results of this study were as follows: 1. The adolescents usually used store information seeking and consultation with friends as continuous information seeking. The adolescents usually read fashion articles in the fashion magazine more than fashion advertisements. As information seeking before purchasing, they watched store displayed or window displayed clothes the most, and then consulted with friends or family members. The degree of information seeking before purchasing was significantly different according to the number of purchasing clothes. 2. Three factors (mass communication informations, observation & personal information, and family members information) of information sources derived by factor analysis. 3. Three groups were classified as fashion leaders, fashion flowers, and fashion laggards according to fashion leadership. Girls perceived themselves as fashion leaders much more than boys did. There was significant difference among three fashion leadership groups in the number of purchasing clothes and price partially. 4. Fashion leaders seeked the continuous information and mostly used mass communication information sources and observation & personal information as information sources before purchasing clothes.

• 대한가정학회지
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• 제45권5호
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• pp.39-49
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• 2007

The purpose of this study was 1) to segment the middle-aged and elderly women's fashion market based on the clothing benefits sought by the buyer and 2) to compare the purchase criteria and fashion information sources among the segmented markets. The data were collected using a self-administered questionnaire in Seoul and its surrounding suburban areas. Factor analysis, ANOVA, Duncan test, and Dunnett's T3 tests were used to conduct the data analysis from 285 out of 300 questionnaires. The middle-aged and elderly women's fashion market was segmented into four groups; value-oriented, social status/trend-oriented, uniqueness-oriented, and protection/ convenience-oriented. All four groups were significantly different in terms of purchase criteria and fashion information sources. The social status/trend-oriented group used external purchase criteria, such as country of origin or brand and obtained fashion information from personal experience, advice from the salesperson, and celebrities. The protection/convenience-oriented group sourced fashion information from newspapers, the internet, and the radio. The uniqueness-oriented group put less importance on practical use/convenience criteria. Marketing strategies for these segmented markets were discussed.

• 한국생활과학회지
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• 제20권5호
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• pp.1035-1046
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• 2011

The purpose of this study was to investigate the impulse buying behavior of men and women in their twenties, who have experiences of purchasing on internet shopping malls, when they buy fashion products. The data in this study was statistically analyzed using factor analysis, reliability coefficient, and multiple regression analysis using SPSS 14.0. The findings are as follows. First, factor analysis revealed five factors of impulse buying behavior during the purchase of fashion products on internet shopping malls: affective impulse buying, provocative impulse buying, situational impulse buying, reminder impulse buying, and pure impulse buying. Second, factors of perceived risk when purchasing fashion products on internet shopping malls included product quality, payment, service, and economy. Third, sources of information included personal sources of media for fashion professionals, commercials and sponsorship, and promotion. Fourth, the effect of the perceived risk on impulse buying behavior was investigated and the result showed that the perceived risk had a statistically significant influence on impulse buying behavior. Finally, the effect of the information source on impulse buying behavior was investigated and the results showed that the use of information sources had a statistically significant influence on impulse buying behavior.

• 복식
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• 제50권7호
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• pp.5-14
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• 2000

Fashion leadership of middle- and high-school male student was measured. The subjects were divided into five subgroups including, fashion dual leaders(13.3%), innovators(10.3%), opinion leaders(7.6%), followers(52.3%), and laggards(16.3%), according to their innovativeness and opinion leadership. The findings were as follows : fashion dual leaders were very confident and fashion-conscious while other subgroups were very price-conscious and quality-aware. Among the fashion information sources included in the study' my own experience and opinion' was the most Important to all 5 subgroups. Generally the higher the fashion leadership was, the more actively utilized fashion information sources. The fashion magazine and commercials as information sources was not as important to the subjects as it was to college women. Apparel shopping behavior was also significantly different among subgroups. As a whole, the general characteristics, such as. the use of fashion information and the apparel shopping behavior, of opinion leaders and innovators were similar, but those of followers and laggards were very dissimilar.