• 패션비즈니스
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• 제9권3호
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• pp.22-36
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• 2005

This research is to classify psychological risk perceptions in purchases process at counterfeit at fashion luxury brands, into a risk perception on purchase activity itself and a risk perception on the post-purchase situation, and to analyze types and characteristics at risk reduction behaviors to reduce each risk perception. In this research a qualitative method was employed, and research-related data were collected and analyzed through in-depth interviews. Results were shown that risk reduction behaviors at psychological risk perception on purchase activity itself included rationalization of purchase, accompanied purchase, reduction and discontinuance of purchase, and that risk reduction behaviors of psychological risk perception on the post-purchase situation included information search, establishment of selection criteria, establishment of marginal limit, selective purchase, planned and compared purchase, and reduction and discontinuance of purchase. Previous researches suggested brand loyalty, selection of famous brands, utilization of information agents by marketers, pre-purchase usage and guaranteed purchase, but these risk reduction methods were not utilized, this probably being interpreted as a result of characteristics of counterfeit. In addition, risk reduction behavior of one type tended to reduce risk perception of several other types, and risk reduction behaviors of various types were utilized to reduce a certain type's risk perception. Not only types of risk perception but also levels of risk perception appeared to have exerted influence to risk reduction behaviors.

• 한국의류산업학회지
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• 제14권4호
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• pp.554-566
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• 2012

The purpose of this study was to classify the consumption values of 20's and 30's female consumers, identify the differences among the consumption value groups, and analyze purchase behaviors of imported fashion luxury brands according to the consumption value types. The subjects were 518 women who purchased luxury bags. The results of the study were as follows. First, as a result of cluster analysis to classify the consumption values of 20's and 30's female consumers, 4 groups were identified as "rare and emotional pursuit group", "functional pursuit group", "fashion pursuit group", and "social and conspicuous pursuit group". Second, 4 groups showed different luxury bag purchase behaviors, such as purchase motivation, purchase selection criteria, information source, purchase frequency, purchase cost of one time, purchase cost of year, the number of possession, purchase place, and store selection criteria. Third, rare and emotional pursuit group ranked the first in terms of product, price, and store satisfaction. Therefore, consumption values were identified as the important factor suggesting purchase behaviors of female consumers in 20's and 30's.

• 한국의류산업학회지
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• 제10권3호
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• pp.316-321
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• 2008

The purpose of this study is to find what male consumers value in their clothing behaviors, as well as to investigate how the consumers' shopping values and store VM impact on their clothing purchase behaviors. For data collection, research questionnaires were responded by 202 male students living in Busan. The collected data were analyzed according to the frequency-factor analysis using SPSS for win 10.1 Package, the factor analysis using Varimax, reliability analysis, and multi-regression analysis. The results of this study are as follows; First, the shopping values were composed of hedonic, utilitarian, and economic value, and VM was divided into store facility, store image, layout, and fashion information. Second, multi-regression analysis was conducted to find the impact of consumers' shopping values on their clothing purchase behaviors. The result showed that the hedonic shopping value and utilitarian shopping value significantly affected the consumers' clothing purchase behaviors, while economics shopping value did not show any statistical significance. Third, multi-regression analysis was conducted to find the impact of store VM on consumers' clothing purchase behaviors. The result showed that store image, layout, and fashion information had a significant impact on consumers' clothing purchase behaviors.

• 한국의류산업학회지
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• 제13권4호
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• pp.511-522
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• 2011

This study analyzed the effects of internet fashion consumer's impulse buying tendency on positive and negative purchasing behaviors. A survey was conducted from October 1 to December 15 in 2010, and 407 responses from internet fashion consumers who made impulse purchases on the internet at least once for the last 6 months were used in the data analysis. As a result, the impulse buying tendency of internet fashion consumers was classified into pure impulse buying, reminder impulse buying, suggestion impulse buying, and stimulus impulse buying. The positive purchasing behaviors such as repurchase intention and purchase satisfaction were influenced by the impulse buying tendency. The all factors of impulse buying tendency had an effect on repurchase intention, while purchase satisfaction was influenced by the reminder impulse buying, suggestion impulse buying, and stimulus impulse buying. The negative purchasing behaviors were classified into delay in decision making and switching intention of purchase. The delay in decision making was influenced by the stimulus impulse buying, suggestion impulse buying, and reminder impulse buying. Also, the reminder impulse buying, suggestion impulse buying and pure impulse buying had an effect on switching intention of purchase. In addition, there were significant differences in the impulse buying tendency and delay in decision making between male and female internet fashion consumers.

• The International Journal of Costume Culture
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• 제5권3호
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• pp.213-224
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• 2002

The purpose of this study was to explore children's gender differences in their clothing orientation and clothing Purchase behaviors. For this study, data were collected from 166 fifth and sixth graders attending three elementary schools in Seoul. Questionnaire survey data were analyzed through factor analysis, cross-tabulation, and test. In result, gender differences were found in children's clothing orientation, clothing purchase behaviors, and post-purchase behaviors. Girls were more interested in clothing than were boys, and thus girls used a variety of information sources for clothing shopping, taking an active role during the purchase process, compared to boys. Different characteristics of two gender groups of older children in school age were described. Marketing implications based on findings were provided for practitioners.

• 한국의류학회지
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• 제34권8호
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• pp.1319-1330
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• 2010

This study examines the underwear purchase behaviors of female consumers based on fashion leadership. Data research was conducted on 348 females in their 20s and 30s located in the city of Seoul & the surrounding Gyeonggi provincial area. The SPSS 17.0 software program was used to conduct data analyses such as descriptive statistics, frequency analysis, factor analysis, cluster analysis, ANOVA, and Scheffe's test as a post-hoc analysis. The results of this study are as follow. 1. Fashion leadership was identified with four factors; fashion opinion leadership, fashion innovation, confidence of fashion, and potential fashion leadership. Customers were segmented into the following three subdivisions: fashion leaders, fashion followers, and fashion laggards. 2. The factors derived from the factor analysis of underwear purchase motive included pursuit of fashion, economic, and fashion coordination. Fashion leaders highly regarded the pursuit of fashion & fashion coordination, but fashion laggards regarded economics highly. 3. The factors derived from the factor analysis of selection criteria included design attributes, brand attributes, functionality of clothes, and practicality. Fashion leaders regarded the attributes of design and brands highly; fashion followers regarded design attributes highly. 4. The factors derived from the factor analysis of underwear attitude included fashion/shopping orientation, fashion coordination orientation, and wear sensation/modesty orientation. Fashion leaders regarded fashion, shopping, design, and fashion coordination orientation highly relative to fashion followers and fashion laggards. 5. Fashion leadership showed significant differences in purchase motives, selection criteria, and underwear attitude.

• 한국의류산업학회지
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• 제11권4호
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• pp.574-582
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• 2009

The purpose of this study was to investigate the clothing pursuit benefits of female consumers in twenties, and explain the differences in underwear purchase behaviors among them. For data collection, research questionnaires were responded by 232 female consumers living in Busan. The collected data were analyzed by the frequency factor analysis using SPSS 12.0 for Windows, the factor analysis using Varimax, reliability analysis, cluster analysis, ANOVA, Duncan test, and ${\chi}^2$-test. The results of this study were as follows: First, consumers' clothing pursuit benefit was drawn from six factors: Self-esteem, Individuality, Fashion, Brand, Practicality, and Price pursuit. The results of the factor analysis of clothing benefit were divided into four groups: Brand pursuit group, Fashion pursuit group, Self-esteem pursuit group, and Individuality/rationality pursuit group. Second, the results of analysing underwear purchase behaviors among clothing pursuit benefit groups showed significant differences in purchase motive, source of information, evaluation criteria, and purchase practices. The underwear purchase motives were significantly different in diversity purchase factor between the groups; sources of information used for underwear purchase were significantly different in the window display factor. The underwear evaluation criteria were significantly different among the groups in decoration and practicality factors, while purchase practices were significantly different among the groups only in underwear purchasing places.

• 한국의류학회지
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• 제24권6호
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• pp.940-949
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• 2000

The purposes of this study were to examine the differences in consumers’perceived shopping situations by store format and to examine the effects of shopping situations on the within-store emotion and in turn on purchase behaviors of fashion products. Shopping situations included 16 general situations and 15 within-store situations, and four different store formats were selected for the study. Data were obtained from an on-site questionnaire survey to a convenience sample of young consumers. Four hundred fifty six responses were analysed. There were significant differences in shopping situations(3 general and 6 within-store) by store type. Eight shopping situations affected the within-store emotion, which, in turn, affected the purchase of fashion products.

• 한국의류산업학회지
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• 제21권6호
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• pp.743-753
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• 2019

This study investigates differences in demographic characteristics, shopping orientation, perceived risk, and satisfaction after purchase among consumer types. This study classifies consumer types according to their channel transition behaviors between the online and offline channels with a focus on the steps of information research and buying decision in buying decision-making process. The four consumer groups are as follows: off-off type (offline research-offline purchase), on-on type (online research-online purchase), on-off type (online research-offline purchase) and on/off-off type (online and offline research-offline purchase), off-on type (offline research-online purchase) and on/off-on type (online and offline research-online purchase). Data were collected from adults over 20 years old who had bought clothes within one year. The questionnaire was carried out from July, 2019 using a professional internet research panel; in addition, 500 sets of useful data were analyzed by descriptive statistics, factor analysis, reliability analysis, chi-squared test, ANOVA and Duncan-test using SPSS 21.0. The findings showed significant differences among the classified consumer groups for consumer demographics, shopping orientation, perceived risk, and purchase after satisfaction. The results imply that consumers show a variety of channel transition behaviors based on demographic variables, shopping orientation, and perceived risk. Understanding and adapting to consumer purchase behaviors will allow company distribution channels to be effectively managed and eventually increase consumer satisfaction as well as company sales volume.

• 한국의상디자인학회지
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• 제21권3호
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• pp.37-53
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• 2019

The purposes of this study were to investigate Chinese female consumers' shopping orientation and clothing shopping behaviors on the internet and to find the differences in internet shopping behaviors of consumer groups segmented by clothing shopping orientation. The subjects were 417 women in their 20s and 30s from the Gillim Province, China. The research method was a survey, and the questionnaire consisted of a clothing shopping orientation subscale, clothing, their shopping behaviors via the internet, and the subjects' demographic characteristics. For data analysis, a frequency analysis, a cross-tab analysis, a factor analysis, a cluster analysis, ANOVA, and Duncan's multiple range test were performed. The results of this study were as follows. The clothing shopping orientation was derived using five factors (trend pursuit, pleasure pursuit, brand pursuit, economic pursuit, and convenience pursuit). Chinese female consumers were classified into three groups (hedonic group, ambivalent group, and practical group) by clothing shopping orientation. These three groups showed many significant differences in their clothing shopping behaviors on the internet. The hedonic group preferred the specialty and cross-border shopping malls, and considered product quality and trend as their main purchase motives. The ambivalent group considered the convenience of the purchase and trend as important motives as compared to the other groups, and they use more various product selection criteria. The practical group considered low price and convenience and the search simplicity of various products as major purchase motives. In addition, the hedonic and ambivalent groups had a higher purchase satisfaction and purchase intention from internet shopping than the practical group. This study suggested that clothing shopping orientation is one of the useful segmentation variables and fashion marketers needed to establish differentiated marketing strategies for each consumer group that is segmented by clothing shopping orientation.