• 복식
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• 제50권8호
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• pp.87-97
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• 2000

The purposes of this study are to classify the male consumers in new generation by evaluating the fashion mania elements and to examine the differences among consumer groups in product attributes, benefits, dressing for self and others, and sensation seeking tendency. Fashion mania elements are compose of purchase frequency, the storage of clothes, the affection toward clothes and fashion knowledge. Data were obtained from 492 adult male living in Seoul and Kyunggi Do. Statistics used for data analysis were frequency, means, one-way Anova, Duncan's multiple range test, factor analysis, cluster analysis using Spss 9.0. The results can be summarized as follows: There consumer groups are identified based on the fashion mania elements: fashion mania, fashion interests, non-fashion mania. The fashion mania group has positive fashion behavior and high fashion attitude, the fashion interests group has high fashion attitude and light fashion behavior, non fashion mania group has light fashion attitude and behavior. Fashion mania group regard intrinsic attributes very highly in order to express individuality, shows the tendency to dress for self strongly rather than to dress for others. And fashion mania group shows a high sensation seeking tendency compared with the remaining groups.

• 복식문화연구
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• 제24권6호
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• pp.709-724
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• 2016

The purpose of this study is to develop a multi-dimensional scale measuring consumers' perceived challenge in shopping fashion products online, and to verify its validity and reliability. Relevant literature is first reviewed to identify possible dimensions of perceived challenge. Next, Study 1 is conducted in order to explore the dimensions empirically and to see whether the dimensions that emerged were consistent with prior findings. A total of 190 responses to an open-ended question was qualitatively analyzed by using content analysis. The findings of Study 1 generate 26 items reflecting four dimensions (i.e., product knowledge, previous experience, website functionality, and product availability), which correspond to the dimensions suggested in literature review. Study 2 is subsequently conducted to refine the items so that the perceived challenge scale establishes cross-validation, convergent validity, discriminant validity, reliability, and predictive validity. A total of 238 responses is quantitatively analyzed by using exploratory factor analysis, confirmatory factor analysis, and structural equation modeling. In the results of Study 2, the perceived challenge scale is found to consist of a total of 16 items reflecting three dimensions: E-commerce Challenge (corresponding to Previous Experience reported in Study 1), Retailer Challenge (corresponding to Website Functionality), and Product Challenge (corresponding to Product Knowledge); all Product Availability items have been eliminated through the item refinement process. Specifically, E-commerce Challenge and Retailer Challenge are found to predict flow, supporting flow theory, while Product Challenge fails to lead to flow significantly. Implications, limitations, and suggestions for future studies are also discussed.

• 한국의류산업학회지
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• 제13권6호
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• pp.909-916
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• 2011

This study explored the differences in consumer characteristics-consumer self-confidence, attitude toward, trust and purchase intention for secondhand fashion goods, self-confidence in fashion coordination, price sensitivity for fashion product, and environment conservation consciousness-according to purchasing experience of secondhand fashion goods. A set of questionnaire was administered to 400 university students in Daegu from 18 to 28 April 2011. Data were analyzed by factor analysis, Cronbach's ${\alpha}$, frequency, t-tests. Secondhand fashion goods shoppers were 135(37%) and non-shoppers were 230(63%). The difference analysis results between the two groups were as follows. First, in consumer self-confidence, shoppers showed higher than non-shoppers except persuasion knowledge, and there was no difference in marketplace interfaces between the two groups. Second, there were significant differences in attitude toward secondhand fashion goods, trust and purchase intention for secondhand fashion goods between the two groups. Third, shoppers had higher self-confidence in fashion coordination than non-shoppers, but there was no difference in environment conservation consciousness and price sensitivity for fashion product between the two groups. For future study, it is suggested to find out more general characteristics of secondhand fashion goods shoppers covering other age brackets.

• 한국의류학회지
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• 제33권9호
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• pp.1398-1408
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• 2009

This study focuses on how positive emotions form when consumers impulsively purchase fashion products. Examined are the novelty seeking situations and the fashion knowledge of consumers as influential factors that affect positive impulsive shopping emotions along with the mediating role of the perceived risk of consumers for purchase and non-purchase. An online survey was conducted for the empirical research with a questionnaire about the fashion impulsive purchases of a product within the last 2 months. A total of 555 surveys were collected from impulsive female buyers and 404 complete responses were analyzed. The results find that the perceived risk is identified into purchase and non-purchase perspectives. Purchase perceived risk influenced negatively on positive emotions of impulsive purchase and non-purchase perceived risk positively. The perceived risk for non-purchase versus purchase increased by the more fashion knowledge consumers had and the more they shopped as novelty seeking. The results imply that non-purchase perceived risk importantly mediated between the influential factors and positive affect for impulsive purchase. Based on the findings, this study proposed some marketing suggestions and thoughts about effective purchase stimulation.

• 패션비즈니스
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• 제22권1호
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• pp.41-55
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• 2018

The purpose of this study was to investigate the trends of product design for textile convergence wearable smart textile fashion products according to college students' fashion life style. In this study, we used information obtained from a questionnaire issued to 201 female college students who were 20 years old for the final analysis. The questionnaires were to classify female college students groups according to the fashion life style, to examine characteristics, needs and wants of each group. The survey on the tendency of wearable smart textiles consisted of 22 items about concept and type of smart clothing product, functional material and intelligent material, recognition, preference, purchase intention, purchase factor and brand preference tendency. A total of 201 samples were analyzed by factor analysis, cluster analysis, ANOVA, crosstabs and $x^2-test$ using SPSS package program. 'brand preference oriented type was found to be interested in 'wearable' smart clothing product with monitoring function of bio-signal' and 'high functional fiber and textile product', but the credibility of 'smart clothes that can be worn and smart textile products to be useful in modern life' was low. 'fashionable individuality oriented' type showed interest in 'smart clothing and smart product', 'intelligent fiber' and 'wearable smart clothing product with monitoring function of bio-signal', but the preferences of 'light emitting fiber products' was low. 'practically purchasing-oriented' type was very interested in 'high-functional fiber and its textile products', but had inadequate knowledge on 'smart clothing and smart textile product' and showed low interest. Despite the fact that 'wearable smart clothing and smart textile products' are expensive, they were willing to purchase considering practicality and sophisticated style.

• 복식문화연구
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• 제20권2호
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• pp.169-183
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• 2012

This study was aimed at finding out the preferences and satisfaction levels regarding the type of fashion retailer's sales promotion based on consumers' empirical characteristics. A total of 223 questionnaires were used for the survey of this study. The methods of this study were descriptive analysis, factor analysis, reliability tests, one-way ANOVA, $t$-tests and ${\chi}^2$-test. The consumer groups were divided by habitual experience and self-evaluated knowledge relate to apparel product. The results of this study showed that consumers have different preferences and post-utilization satisfaction regarding the type of sales promotion offered by fashion retailers. Consumers with more experiences in apparel product and with higher self-evaluated knowledge were more active in utilizing the benefits offered through the value-added type of sales promotions, such as the gift certificate or coupon. Consumers with more experience in apparel product also showed higher satisfaction with both the utilitarian and hedonic types of sales promotions, such as gift certificate offer, special price, price discount event, and coupon or courtesy card offer. Furthermore, consumers with higher self-evaluated knowledge showed higher satisfaction with the utilitarian types of sales promotion, such as gift certificate offer and regular sale. Therefore, by identifying the accurate understanding of consumers'empirical characteristics, an enterprise might be able to satisfy consumer by offering more appropriate and subdivided types of sales promotion.

• 한국의상디자인학회지
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• 제4권2호
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• pp.31-45
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• 2002

The purpose of this study was designed to investigate if self-monitoring variable among various individual trait theories and demographic variable would be variables which can explain about the importance differences of consumer service level of retailing in the garment product. The survey was conducted from Feb, 6 to 16, 2002. For this survey, the 118 data were analysed with spss window 9.0 version and Cronbach's, Factor analysis, one-way ANOVA, Duncan test, Frequency, mean, percentage were applied. The results of this study were as follows; 1. Consumer service was classified in attitude/confidence/expert knowledge of salesperson, product display, product information, product assortment, shopping environment, lighting setup. 2. As a result of analyzing the importance differences per consumer service dimension depending on self-monitoring levels, it was not significant differences. 3. As a result of analyzing the importance differences per consumer service dimension depending on demographic variables, it was not significant differences.

• 한국의류학회지
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• 제39권6호
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• pp.799-811
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• 2015

This study examined factors that influenced susceptibility to dyadic influences between opposite-gender couples on making apparel purchase decisions. This study focused on main effects of couple identity, product knowledge, clothing involvement and gender, and the interaction effects of gender with other factors for normative and informational influences. A survey was conducted on 155 males and 166 females currently married or in a relationship between the ages of 20 and 50 living in South Korea. For normative influence, the main effects of joint couple identity and clothing involvement (fashion interest, symbolism, and pleasure), and the interaction between gender and clothing involvement (fashion interest) were significant. The interaction between gender and other variables were insignificant. For informational influence, the main effects of partner's product knowledge, pleasure, and gender as well as the interaction effects between fashion interest and gender, and between pleasure and gender were significant. Marketers may find implications from the study results on how couples influence each other in making apparel purchase decisions.

• 복식문화연구
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• 제13권1호
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• pp.161-173
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• 2005

The Main objective of this study was to investigate the relationship between shopping orientations and Knit wear Buying Behavior of female college students in the U.S. age 18 to 33. The questionnaires for this survey were developed to measure knitwear purchasing behavior, including sources of information about knitwear, evaluative criteria of knit wear product, attributes f store preference for knitwear, and shopping orientation. The questionnaire was administered to 119 female college students in the University of California. The data was analyzed by percentage, frequency, mean, factor analysis, Cluster Analysis and ANOVA, Duncan Multiple Range test. The female college students were classified into five subdivisions by cluster analysis; cautious shopping group, recreational shopping group, self-confident shopping group, shopping indifferent group, price conscious shopping group. In the case of fashion information sources of knit wear, significant differences were found according to shopping orientation subdivision in observation of others' and famous people's clothing, fashion shows, fashion articles in magazines, newspapers, and on the Internet, and shop displays. The evaluation criteria of knit wear product were significantly different depending on shopping orientation subdivision in fashionable, brand and store name, appropriate for different occasion, prestige. The store attributes of knitwear were significantly different depending on shopping orientation subdivision in product knowledge of sales personnel, store atmosphere, display of merchandise, layaway payment plan, price level, ease of parking and access, and new fashion.

• 복식문화연구
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• 제14권4호
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• pp.542-555
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• 2006

The main objective of this study was to investigate the relationship between benefits segmentation and knitwear purchasing behavior of college female students in the U.S. The questionnaires for this survey were developed to measure knitwear purchasing behavior and benefits segmentation. The questionnaire was administered to 119 female college students in the University of California. The data was analyzed by percentage, frequency, mean, factor analysis, Cluster Analysis and ANOVA, Duncan Multiple Range test. The female college students in the U.S. were classified into fourth subdivisions by the cluster analysis. In the case of fashion information sources of knit wear, significant differences were found according to benefits sought subdivision in observation of famous people's clothing, fashion articles in magazines and newspapers, TV advertisements, Newspaper advertisements, advice of salespeople, and Catalogs. The evaluation criteria of knit wear product of consumers were significantly different depending on benefits sought subdivision in design/style, quality of construction, fashionable, brand and store name, pleasing to others, prestige, and sexy. The store attributes of knitwear product of consumers were significantly different depending on benefits sought subdivision in friendliness of sales personnel, product knowledge of sales personnel, brand names, new fashion, and variety of products. The outlook for the industry of knitwear look to remain bright, there should be a continuous effort to research and invest in consumer satisfaction of knitwear.