• The Journal of Information Technology
• /
• v.8 no.4
• /
• pp.65-74
• /
• 2005

The central purpose of this paper is to examine impulsive buying from home shopping channels and to investigate some stimulating factors of marketing on the customers' impulsive buying. on TV. Survey questionnaires were given to 303 customers who have purchased products through TV home shopping more than once. We report the following findings. First, we find that product stimuli factors exert an effect on impulsive buying of fashion goods, but not of specialty goods. Second, of the two promotion stimuli factors a bonus pack and an extended payment period-the latter is shown to have a great effect. Third, in the case of price stimuli factors, concrete stimuli such as a discount range have a greater influence than abstract stimuli such as a reliable pricing. Finally, in the area of situational stimuli factors, speeches of show hosts have a bigger impact than buying situations such as limit selling. We believe that the current research provides a significant result, theoretically and practically, with respect to customers' behavior in TV home shopping. The methodological limitation involving samples and sampling method and the regional limitation make it difficult to generalize the findings. It should be worthy classifying and managing marketing stimuli. More practical research is in order.

• International Journal of Costume and Fashion
• /
• v.13 no.2
• /
• pp.15-29
• /
• 2013

Today's technology enables consumers to trade millions of dollars, conduct online banking, access entertainment, and do countless other activities at the click of a button. Online social networks (OSN) have become a cultural phenomenon that allows for individualistic consumerism. Consumers are increasingly utilizing OSN to share ideas, build communities, and contact fellow consumers who are similar to themselves. The relevance of online communities to the music is immense especially because musicians are now using social media to build global audiences. Not only is information about music and performance disseminated online, but musical commodities are sold and traded online. Online music communities allow consumers to elect and create new identities online through the purchase of subcultural commodities. Given the growing economic importance of online music communities it is important to get a holistic view of subcultural communities online. This study utilized content analysis of online music community websites using the Netnography methodology as developed by Kozinet for data collection to analyze consumers' purchasing and consumption behavior of subcultural commodities online as related to the formation of subcultural identities. Findings showed that subcultural items are predominantly purchased online, especially digital music, and there is a need for more custom craft items. The authors presented a new conceptual taxonomy of online subcultural consumer classifications based on online behavior patterns.

• Fashion, Industry and Education
• /
• v.16 no.2
• /
• pp.30-39
• /
• 2018

This study investigates the importance of brand and retailer associations when consumers evaluate a product category extension in the context of brand and retailer collaborations. Although brand extensions are considered to reduce costs for introducing a new product category, limited study has focused on the role of brand and retailer associations in the context of brand and retailer collaborations. Using a total of 440 participants, a hypothesized model was tested using a structural equation modeling (SEM). The results show that brand and retailer associations influence the perceived fit between a brand and a retailer. In addition, the image fit and quality fit are significantly related to brand and retailer attitudes as well as brand extension evaluation. Since consumers may use their associations with brands or retailers when they perceive product differentiation, market position, and brand extensions, the role of brand or retailer associations is important to marketers, retailers, and consumers. Given the importance of brand and retailer collaborations as a brand positioning strategy in the global branding and retail setting, the findings of this study contribute to brand and retail management by providing empirical evidence on how consumers perceive new products from extended brands in the marketplace when a brand collaborates with a retailer.

• The Journal of the Convergence on Culture Technology
• /
• v.9 no.3
• /
• pp.537-550
• /
• 2023

This study investigates the impact of Hallyu human brands on consumer behavior, given the increasing influence of Hallyu human brands due to their global spread and the limited academic discussions surrounding this topic. The research examines the role of self-congruity, human brand attachment, and brand equity factors. An online survey was conducted, targeting Chinese consumers who are highly engaged with the Korean Wave. Data from 403 respondents were analyzed. The results reveal that both ideal and actual self-congruity with the Hallyu human brand significantly affected attachment to the brand, while social self-congruity was found to be insignificant. Furthermore, attachment to Hallyu human brands positively influenced brand recognition, perceived quality, brand image, and brand loyalty.

• Journal of Koreanology Reviews
• /
• v.3 no.1
• /
• pp.7-13
• /
• 2024

The study aims to examine the development of the South Korean music industry over time in order to capture the evolution process of the industry from its initial stages to its current state as one of the world's leading music markets. Based on the above consideration, a systematic literature review was conducted in order to provide an overview of the achievements of the South Korean music industry with the help of PRISMA method. The reason for doing this is to ensure that the process of selecting, filtering and collecting literature from different sources is not only efficient and time-saving but also rigid and coherent. This paper will explore the various elements that have defined the industry, including culture, technology, marketing and government policies and regulations (Jang & Song, 2017). Furthermore, it will inquire the effects of the K-pop cultural export on other industries, whether it be tourism, fashion, consumer goods, and more, thereby illustrating its vast significance. In more detail, this study aims to give an adequate idea about the historical accomplishments of the South Korean music industry in the global music map, identify factors that facilitated the enhancement of the industry and examine the significance of the findings and their applications for the industry's progression and development in the future.

• Fashion & Textile Research Journal
• /
• v.23 no.3
• /
• pp.370-379
• /
• 2021

This study investigated the wearing status and design preferences regarding athleisure wear, focusing on young women in their 20s and 30s and middle-aged women in their 40s and 50s participating in yoga and fitness activities. A total of 332 valid samples were used for the survey by setting the same number of samples for each age group. The results showed that young women in their 20s and 30s exhibited weight control, and middle-aged women in their 40s and 50s maintained their health in relation to exercise. Athleisure wear brands were found to prefer foreign brands over domestic brands. When purchasing athleisure wear, the foremost considerations were material functionality, fit according to body shape, and reasonable prices. The preferred athleisure wear leggings design showed that both middle-aged women and young women preferred nine-piece leggings. Women in their 20s to 50s were found to purchase and acquire information on athleisure wear online. Hence, the pattern of life is rapidly transitioning from offline to online, and the market structure of athleisure wear is gradually transitioning toward an omni-channel society with a distribution market structure that combines information technology(IT) and mobile technologies. Therefore, It is required to develop athleisure wear of various functional products that meet the trends according to the global market environment and consumer class.

• Science of Emotion and Sensibility
• /
• v.16 no.3
• /
• pp.351-362
• /
• 2013

This study aims to investigate the characteristics of Chinese consumers, who are growing up as the global biggest consumption market, according to G sensibility types, and to provide the data base for China market by analyzing the consuming pattern per sensibility and the preferred color. For the investigation, the survey on G sensibility and consuming pattern was conducted for consumers in four cities of China. As a result of classification of G sensibility types, it was found that Chinese consumers tended to behave in accordance with their values and identities and the most general type in them was G1 pursuing the reasonable and logical consumption, unlike Korean consumers who tended to be shown as G3 for the most general type according to the preceding study. As to characteristic of consumption, Chinese consumers preferred to purchase clothes from the department store, and in case of G2 type, the characteristics was corresponded with Actionist's character which shows the wide range of behavior and high-consumption, by preferring the road-shop next to the department store. Chinese consumers tended to purchase the clothes on the basis of their preferred colors, and especially it was shown that achromatic color was very commonly preferred. Also the black color was on the highest preference, and white, dark gray and light gray were followed. Meanwhile, in chromatic color, it was found that brown, orange, red and blue were preferred in order, and in case of G4, it was found that they preferred more various colors compared to the other types. This result could be used as the data base for the marketing strategy of fashion design industry and the related companies, as well as the new communication method for the consumers.

• Journal of Korean Home Economics Education Association
• /
• v.34 no.3
• /
• pp.1-23
• /
• 2022

This study examined the perceptions of Myanmar university students and professors regarding the status and necessity of higher education programs in fashion. Data were collected from professors in textile engineering at Yangon Technological University and Myanmar university students. Closed- and open-ended questions were asked either through interviews or by email. The responses were analyzed using keyword extraction and categorization, and descriptive statistics(closed questions). Generally, the professors perceived higher education, as well as the cultural industries including art and fashion, as important for Myanmar's social and economic development. According to the students interests in pursuing a degree in textile were limited, despite the high interest in fashion. Low wages in the apparel industry and lack of fashion degrees that meet the demand of students were cited as reasons. The demand was high for educational programs in fashion product development, fashion design, pattern-making, fashion marketing, branding, management, costume history, and cultural studies. Students expected to find their future career in textiles and clothing factories. Many students wanted to be hired by global fashion brands for higher salaries and training for advanced knowledge and technical skills. They perceived advanced fashion education programs will have various positive effects on Myanmar's national economy.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.28 no.12 s.138
• /
• pp.1571-1582
• /
• 2004

Consumer's impulse buying behavior is extensive in everyday contexts. Credit cards promote spending by making the transaction simpler and by removing the immediate need for money. College students grown up in a credit card society attain cards at college's time and keep cards for 10 years over. In an effort to extend understanding of consumer behavior across cultures, this paper examines the cultural differences of impulse buying behavior and credit card use between Korean and American college students, and to investigate the relationships between impulse buying behavior and credit card use in each group. Data were obtained from student credit card users attending universities in metropolitan areas in Korea(N=154) and America(N=194). Data were analyzed using by Confirmatory Factor Analysis, MANOVA, MDA, and Regression. The results indicated there are significant differences of fashion-oriented impulse buying and credit card use between American and Korean college students. The impulse buying behavior is likely to increase for both Korean and American students who use credit cards for spending. Findings suggest that credit card use is important in predicting impulse buying behavior across these two cultures. Implications are drawn for the increasing global phenomenon impulse buying behavior and credit card use.

• Journal of Global Scholars of Marketing Science
• /
• v.20 no.1
• /
• pp.35-48
• /
• 2010

Today, the fashion market challenged by a maturing retail market needs a new paradigm in the "evolution of brand" to improve their comparative advantages. An important issue in fashion marketing is lifestyle brand extension with a specific aim to meet consumers' specific needs for their changing lifestyle. For fashion brand extensions into lifestyle product categories, Gen Y and Baby Boomer are emerging as "prospects"-Baby Boomers who are renovating their lifestyle, and generation Y experiencing changes in their life stage-with demands for buying new products. Therefore, it is imperative that apparel companies pay special attention to the consumer cohort for brand extension to create and manage their brand equity in a new product category. The purposes of this study are to (a) evaluate brand equity between parent and extension brands; (b) identify consumers' perceived marketing elements for brand extension; and (c) estimate a structural equation model for examining causative relationship between marketing elements and brand equity for brand extensions in lifestyle product category including home fashion items for the selected two groups (e.g., Gen Y, and Baby boomer). For theoretical frameworks, this study focused on the traditional marketing 4P's mix to identify what marketing element is more importantly related to brand extension equity for this study. It is assumed that comparable marketing capability can be critical to establish "brand extension equity", leads to successfully entering the new categories. Drawing from the relevant literature, this study developed research hypotheses incorporating brand equity factors and marketing elements by focusing on the selected consumers (e.g., Gen Y, Baby Boomer). In the context of brand extension in the lifestyle products, constructs of brand equity consist of brand awareness/association, brand perceptions (e.g., perceived quality, emotional value) and brand resonance adapted from CBBE factors (Keller, 2001). It is postulated that the marketing elements create brand extension equity in terms of brand awareness/association, brand perceptions by the brand extension into lifestyle products, which in turn influence brand resonance. For data collection, the sample was comprised of Korean female consumers in Gen Y and Baby Boomer consumer categories who have a high demand for lifestyle products due to changing their lifecycles. A total of 651 usable questionnaires were obtained from female consumers of Gen Y (n=326) and Baby Boomer (n=325) in South Korea. Structural and measurement models using a correlation matrix was estimated using LISREL 8.8. Findings indicated that perceived marketing elements for brand extension consisted of three factors: price/store image, product, and advertising. In the model of Gen Y consumers, price/store image had a positive effect on brand equity factors (e.g., brand awareness/association, perceived quality), while product had positive effect on emotional value in the brand extensions; and the brand awareness/association was likely to increase the perceived quality and emotional value, leading to brand resonance for brand extensions in the lifestyle products. In the model of Baby Boomer consumers, price/store image had a positive effect on perceived quality, which created brand resonance of brand extension; and product had a positive effect on perceived quality and emotional value, which leads to brand resonance for brand extension in the lifestyle products. However, advertising was negatively related to brand equity for both groups. This study provides an insight for fashion marketers in developing a successful brand extension strategy, leading to a sustainable competitive advantage. This study complements and extends prior works in the brand extension through critical factors of marketing efforts that affect brand extension success. Findings support a synergy effect on leveraging of fashion brand extensions (Aaker and Keller, 1990; Tauber, 1988; Shine et al., 2007; Pitta and Katsanis, 1995) in conjunction with marketing actions for entering into the new product category. Thus, it is recommended that marketers targeting both Gen Y and Baby Boomer can reduce marketing cost for entering the new product category (e.g., home furnishings) by standardized marketing efforts; fashion marketers can (a) offer extension lines with premium ranges of price; (b) place an emphasis on upscale features of store image positioning by a retail channel (e.g., specialty department store) in Korea, and (c) combine apparel with lifestyle product assortments including innovative style and designer’s limited editions. With respect to brand equity, a key to successful brand extension is consumers’ brand awareness or association that ensures brand identity with new product category. It is imperative for marketers to have knowledge of what contributes to more concrete associations in a market entry into new product categories. For fashion brands, a second key of brand extension can be a "luxury" lifestyle approach into new product categories, in that higher price or store image had impact on perceived quality that established brand resonance. More importantly, this study increases the theoretical understanding of brand extension and suggests directions for marketers as they establish marketing program at Gen Y and Baby Boomers.