• 한국의류학회지
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• 제41권5호
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• pp.796-808
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• 2017

This research shows how fashion curation service consumers (both fashion and image consultants) reveal different aspects towards a preferred image type among the correlation of fashion curation service usage motivation and fashion shopping propensity. These preferences also included the purchase intentions for fashion display service products. This study surveyed 300 men and women between the ages of 20-30 who were the main consumers of fashion curation services. 'Convenience, fashion trend, and exploratory' increased purchase intentions for fashion shopping propensity, 'information search for utility, entertainment, and personal expression' increased purchase intentions for fashion curation services and 'brand identity, consumer lifestyle, and product information' increased factors for the fashion curation service preferred image type. Consumer preferences varied according to different fashion curation service image type; however, all consumer group syndicated a difference in fashion curation service actions. For instance, fashion curation service consumers preferred a consumer lifestyle image, convenience, hedonic shopping orientation, and personal expression motivation had a positive influence on product purchase intention. However, the shopping orientation of 'fashion trend, practical information exploration, and entertainment motivation' had an optimistic influence on product purchase intentions for fashion curation service consumers who preferred a brand identity image and a product information image.

• 패션비즈니스
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• 제13권5호
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• pp.102-109
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• 2009

The purpose of this study was to investigate TV home shoppers' compulsive buying, focused on shopping orientation and marketing promotion variables. Four hundred one female home shoppers who have purchased fashion products through TV home shopping. For data analysis, descriptive statistics, factor analysis, t-test, and Cronbach's Alpha were used in this study. The results were as follows: First, approximately 17% of respondents were revealed as compulsive buyers. Second, for shopping orientation instrument, three factors of shopping orientation were found and labeled as 'indifferent', 'hedonic', and 'economic' factors. Third, compared to non-compulsive buyers, compulsive buyers had higher hedonic scores. Finally, compulsive buyers considered marketing promotion variables such as show host, scarcity sales, gift events as important factors for their purchasing than non-compulsive buyers. Based on these results, it would provide TV home shopping marketers efficient and social responsible marketing strategies.

• 한국의류학회지
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• 제29권5호
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• pp.715-726
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• 2005

The purpose of this study was to identify the effects of the sensation seeking and body image on female adolescents' clothing behavior and hair style attitude. The data was collected from 390 high school girls living in Seoul, via a self·administered questionnaires, and were analyzed by frequency, factor analysis, reliability test, Pearson's correlation, and multiple regression. The results of this study was as follows : 1) Three factors of body images were self appearance evaluation, appearance orientation and fitness orientation. Five factors of clothing attitudes were fashion/clothing interest, clothing exhibition, social approval, psychological dependence on clothing and fashion leadership. And three factors of hair style attitudes were interest in hair style, individuality in hair style and dependency on hair designer. 2) As the result of analyzing the effects of sensation seeking and body image on clothing behavior, fashion/clothing interest was explained by appearance orientation and fitness orientation, and clothing exhibition by sensation seeking and appearance orientation, and social approval by appearance orientation, self appearance evaluation and body cathexis, and fashion leadership by appearance orientation, fitness orientation and self appearance evaluation, and clothing conformity to the self-entertainer by appearance orientation, sensation seeking and fitness orientation, and appearance related delinquency by sensation seeking, appearance orientation, fitness orientation, self appearance evaluation. 3) As the result of analyzing the effects of sensation seeking and body image on hair style attitudes, interest in hair style was explained by the factors such as appearance orientation, sensation seeking, fitness orientation, and body cathexis, and individuality in hair style by appearance orientation, sensation seeking and self appearance evaluation, and dependency on hair designer by body cathexis.

• 복식문화연구
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• 제12권4호
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• pp.614-627
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• 2004

The objectives of this study were to investigate the relationships between self-concept and cosmetic benefits sought, to disclose the differences in the benefits according to demographic variables and cosmetic purchase behavior, and to examine how cosmetic benefits were influenced by self-concept and demographic variables of women. Subjects were 453 women in age from 18 to 55 years in Seoul. Four dimensions of cosmetic benefits of women were derived by factor analysis :＇brand orientation＇, ＇fashion＇, ＇economies＇, and ＇functional efficiency＇, Cosmetic benefit was influenced most by family self-concept, and self-concept was influenced most by benefit of economics, next by functional efficiency, and fashion. Brand orientation, fashion, and economics showed significant differences according to marital status. The higher the income, the higher the score on brand orientation, fashion, and functional efficiency. There were significant differences in brand orientation, fashion, and economics according to cosmetic purchase expense, the number of purchase times, and stores, while functional efficiency showed no significant difference depending upon the number of cosmetic purchase times. Brand orientation was influenced by marital status, income, and physical self, fashion influenced by age(-), physical self, income, and family self(-). Economics was influenced by family self(-) and marital status(-). The present findings provided that self-concept such as physical self and family self is significant variables to understand the cosmetic benefits sought.

• 한국의류학회지
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• 제31권8호
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• pp.1202-1210
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• 2007

The purpose of this study was to identify factors of shopping orientation and factors of preferred stores for female shoppers aged from 45 to 64. Also women's markets for these ages were segmented based on their shopping orientation, and consumer groups were compared in terms of demographics and preferred store characteristics. Data from 238 women aged between 45-64 were collected by survey method and used for statistical analyses. Factor analysis, cluster analysis, $X^2$ test, F test, Duncan test were done. The results were as follows. First, five shopping orientation factors, such as high involvement, fashion orientation, brand orientation, other people orientation, and economic orientation were found. Second, five factors of preferred store characteristics were identified. They were store environment, product characteristics, trend and brand, accessibility, and sales personnel factors. Four consumer groups of brand pursuing, fashion pursuing, other-dependent, and high-involvement were classified. Those consumer groups showed significant differences in terms of demographics and preferred store characteristics. In conclusion, Korean women aged 45-64 were shown to have some differences in their shopping orientation compared with young women and to differ in preferred store factors among their groups.

• 한국의류산업학회지
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• 제9권6호
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• pp.637-644
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• 2007

The purposes of this study were to classify adolescents by their lifestyles and to investigate the differences in clothing purchase behavior among lifestyle groups. The data were obtained from questionnaire completed 341 adolescents in Daegu area. The SPSS package was used for data analysis which included frequency, factor analysis, cluster analysis, ${\chi}^2$ test, ANOVA, and Scheffe test. Lifestyles of adolescents were categorized into five factors such as clothing hedonic shopping orientation, positive activity, material orientation, frugality, digital orientation. Three clusters (achievement orientation group, ordinary group, economic orientation group) were developed by five factors of lifestyles. While the achievement orientation group had the highest purchase motives and used the most information sources, the economic orientation group had the lowest purchasing motives and used the least information sources. There were significant differences in clothing purchase frequency and average clothing expenditure among three clusters.

• 복식
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• 제55권3호
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• pp.33-46
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• 2005

The purpose of this study is to examine the mediate effect of gender on the differences of consumers grouped by the level of fashion interest. Data was collected from 280 men and women of their twentieth and analyzed using crosstab analysis, ANOVA, scheff'e test, x$^{2}$ test, and regression. The results are as follows. First, high interest groups showed little difference in the clothing shopping orientation and showed significant differences in the clothing purchasing behaviors(visiting store, time spent for shopping, and monthly clothing expenditure) between men and women. Second, low interest groups showed a lot of differences in both the clothing shopping orientation and the clothing purchasing behaviors between men and women. Third, several dimensions of clothing shopping orientation were more influenced from fashion interest level rather than the gender of consumers, and other several dimensions, visiting store, and the time spent for shopping were more influenced from gender rather than fashion interest level. These results imply that the gender of consumer has mediate effect on the behaviors of consumers grouped by the level of fashion interest, and the consumers of same fashion interest level must be approached concerning the gender of consumers.

• 대한가정학회지
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• 제28권4호
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• pp.177-189
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• 1990

The purpose of this study were to measure the body cathexis and the characteristics of middle-aged women groups segmented by their fashion orientation. Self-administered questionaire method was used. Seven demographic variables, 9 self-images, body cathexis were included as independent variables. Fashion orientation developed by Gutman and Mills was used. Data was collected from 369 Middle-aged women in Chonbuk Province. Frequencies, Percentages, means, standard deviation were caculated. ANOVA, cluster analysis, and discriminant analysis were used for data analysis. The results were as follows: 1. The body cathexis of the subjects were lower than capital city and increased according to age. 2. The self-image of the subjects were down-to-earth, modern, conventional, playing it safe, confident, stable, reserved and blending out into a crowd. The subjects with the self-image of being more sophisticated, confident, creative, stood out in a crowd, or complicated life style had higher body cathexis. 3. When the subjects were divided into segmentations according to their fashion orientation by cluster analysis, the best suitable number of groups was seven. The characteristics of seven groups were: *Fashion negatives showed low levels of fashion leadership and fashion interest, and medium level of importance of being well-dressed, and high level of antifashion attitudes. *Fashion neutrals showed medium levels of fashion leadership, fashion interest, and importnace of being-well dressed, and low level of antifashion attitudes. *Fashion uninvolveds showed low levels of fashion leadership, fashion interest, and antifashion attitudes. *Fashion followers showed high levels of fashion interest and importance of being well dressed, but low levels of fashion leadership and antifashion attitudes. *Fashion independents showed a littel bit high levels of fashion leadership, fashion interest, and importance fo being well-dressed, but low level of antifashion attitudes. *Fashion rejectors showed low levels of fashion leadership, fashion interest, and importance of being well-dressed, but high level of antifashion attitudes. 4. The seven groups segemented by their fashion orientation showed significant differences according to the educational levels, employment status, and total monthly income. Fashion leaders and fashion independents had higher educational level and monthly income, and involved more women with jobs. 5. Fashion leaders had self-image of being most sophisticated modern, diffenrent, creative, sociable, stood out in a crowd, and complicated life style. Fashion rejectors had self-image of being most down-to-earth, traditional, conventional, stable, reserved, blend into a crowd, and simplified life style. 6. The most effective variables among body cathexis, demographic variabls and self-images in discirminating fashion oreintation group differences were different-conventional, creativestable, and employment status. The discriminating power of above variables were high in very low in discriminating fashion negatives, fashion neutrals, and fashion independents, and the total discriminating power of these variables was 32.25%.

• 한국생활과학회지
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• 제24권1호
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• pp.79-96
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• 2015

The purpose of this research was to analyze the clothing behavioral attributes of male music enthusiasts. A questionnaire was developed based on previous researches. Respondents were men who were concerned with music in terms of a job, a major or a hobby. A total of 200 responses were analyzed by SPSS 20.0 through factor analysis with Varimax rotation, ANOVA with post-hoc test(SNK-test) and ${\chi}^2$-test. Music preference was classified into 3 factors: New age/jazz, Hiphop/dance, and Metal rock/ballad factor. 5 Clothing purchasing orientation factors were extruded: hedonic, planned, convenience, brand pursued, and fashion pursued purchasing orientation. Using those factor scores, 3 groups were classified: Group1(G1), preferring Hiphop/dance music with lower hedonic and brand/fashion pursued purchasing orientation; G2, preferring Hiphop/dance music with no interest in clothing shopping and fashion; G3, preferring New age music with high convenience and brand pursued purchasing orientation. In addition, there were significant differences among groups in clothing behavior such as social ostentation, individuality, self-expression, fashionability, conformity; in purchase motivation such as hedonic and trend/designer oriented purchase motivation; in information source like advertisement/media source; and in store choice criteria such as store light/music and popularity. The findings showed even the enthusiasts for the same music showed the different sopping orientation and different clothing behavior, suggesting that a personal value or taste can be a plausible factor to figure out attributes of consumers. An interest/involvement in clothing could be helpful to subdivide the music enthusiasts as the target market.

• 복식문화연구
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• 제23권2호
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• pp.213-227
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• 2015

This study understood what effect was produced on the purchasing decision making of outdoor wear by a shopping orientation, fashion involvement and demographic characteristics offered practical suggestions as to what effect was produced on the store selection criteria, product selection criteria for purchasing decision making in purchasing outdoor wear. This research was conducted through a questionnaire survey, and 397 males in were collected for analysis. The results were as follows. First, shopping orientation group was classified into hedonic shopping orientation group and utilitarian shopping orientation group. And it was classified into high fashion involvement group and low fashion involvement group according to fashion involvement. Product selection criteria were classified into 2 factors such as intrinsic attributes and extrinsic attributes. And store selection criteria were classified into 4 factors such as store atmosphere, store environment, promotion and salesmen. Second, there was partly significant difference in product selection criteria, and store selection criteria between utilitarian shopping group and hedonic shopping group. Third, there was significant difference in product selection criteria and store selection criteria between high fashion involvement group and low fashion involvement group. Finally, there was significant difference in the and according to age, job, and income among demographic characteristics.