• 한국생활과학회지
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• 제22권6호
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• pp.659-672
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• 2013

Nowadays, sports and outdoor market has been popular and expanding since the implementation of the five-day workweek and change of lifestyle. Outdoor clothing considered exclusive property of the middle-aged individuals in the past. Recently there is a drift towards having outdoor looking at the age of 10-20. The purpose of this study was to analyze the features of purchasing behaviors and demographics by each groups targeting middle school and high school students. The study was conducted with questionnaires towards people who live in the city of Busan and who have experiences of buying outdoor clothing. Data analysis was conducted via SPSS 18.0 with factor analysis, cluster analysis, ANOVA, cross tabulation, frequency analysis and Duncan's multiple range test. The results showed that there were five factors sought for outdoor wear benefits: Individuality/Fashion, Brand, Attractive appearance, Economic value, Comfort/Functional. Cluster analysis showed that there were four groups of outdoor wear benefits sought. Overall, the four groups were different in regard to purchasing behaviors and demographics. Based upon the results mentioned above, this study summarizes the key features of each group and can provide applicable suggestion for conducting strategic marketing activities.

• 가정과삶의질연구
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• 제26권2호
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• pp.143-154
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• 2008

This study intended to provide information which gives a way for students and their parents to be satisfied with student costume purchase by showing differences between their satisfactions and repurchasing intention according to school uniform purchase type. Total 280 questionnaires were distributed to the first year students at a private middle school in Seoul and 133 of copurchase cases and 120 individual purchase cases were collected and analyzed. The comparing results between parent satisfaction and repurchasing intention were summarized as follows. First, parent satisfaction of individual purchase and of co-purchase had been evaluated. As a result of the analysis of satisfaction by the five factors, individual parent buyers had higher satisfaction in brand, quality, design, and service except price. The largest different factor between both customers was quality satisfaction. Secondly, the individual buyers showed higher repurchasing intention than co-purchasing buyers. This result meant that individual purchasing group showed higher satisfaction. Lastly, when the relationship between satisfaction and repurchasing intention of each buyer group was examined, the level of satisfaction was positively associated with the repurchase intention of co-purchase.

• 한국가정과학회지
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• 제1권1호
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• pp.126-142
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• 1998

The purpose of this study was to investigate the relationship between perceived risk and purchasing behavior of clothing gift among adult women. Data were collected from 258 adult women reside in Kwangiu who have ever been to purchase clothing gift during recent six months using a qusetionaire. Frequency Analysis, Factor Analysis, Correlation Analysis, T-test were carried out in the collected data. The findings were as follows; 1. The types of risks that respondents perceived when they purchased clothing gift were identified as practical-economic risk, the social-psychological risk, the fashionable risk and the time-refunding risk. 2. The higher the self-satisfaction motivation was, the higher the social-psychological risk and the higher the practical motivation was, the higher the practical-economic risk (P<.001). 3. The degree of the perceived risks of the Low Planning Group was higher than that of the High Planning Group (P＜.001). 4. When the respondents perceived social-psychological risk high, they considered brand, fashionability, and store type as more important selective criteria and when the practical-economic risk perceived high, practicality, store service were conidered more important (P＜.05). 5. When respondents perceived social-psychological and fashionable risk high, they used both personal information and non-personal information high (P<.01). (Korean J Human Ecology 1(1) : 126∼142, 1998)

• 한국의류학회지
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• 제34권7호
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• pp.1053-1064
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• 2010

This study investigates the Korean loungewear market and the traditional culture values of consumers related to loungewear to examine the preference of Korean traditional details, sewing techniques in loungewear design, and purchasing intentions. A survey method was used in this study. A total of 230 self-administered questionnaires were obtained from female consumers and 214 data sets were used for analysis. For the analysis, factor analysis, cluster analysis, and ANOVA were executed with PASW Statistics 18.0 and a structural equation model was estimated by Amos 18.0. The results are as follows. Traditional culture values were classified into two dimensions, traditional succession value and traditional design preference value. In the structure equation model, the traditional design preference value had a significant effect on the preference and the traditional culture succession value had significant effect on purchase intention. The results proved that the preference on loungewear with Korean traditional elements is closely related to purchase intention. Consumer groups were divided into three groups by traditional culture values factor; traditional culture succession group, traditional design preference group, and traditional culture indifference group. Style preference images showed significant differences in relation to traditional culture groups. This study is for use as fundamental knowledge on traditional loungewear brand development and strategy planning by offering specific traditional culture aspects associated with preference and purchase intentions.

• 감성과학
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• 제11권4호
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• pp.489-500
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• 2008

본 연구는 남성소비자들의 패션라이프스타일 유형에 따른 넥타이 문양디자인 선호도와 구매 의도를 파악하고자 하는데 그 목적이 있다. 남성소비자들의 패션라이프스타일 유형은 '유행 지향', '보수 전통지향', '과시적 브랜드 지향', '개성 지향', '실용 지향', '패션 무관심' 형으로 분류되었다. 각각의 패션 라이프스타일 요인들을 군집 분석하여 남성소비자들의 패션라이프스타일에 따른 집단을 '개성 추구', '실용 & 브랜드 추구', '보수 전통 & 개성 추구', '유행 추구', '패션 무관심' 집단으로 구분하였다. 남성소비자들의 패션라이프스타일 유형에 따라 넥타이 문양 선호와 구매 의사에는 차이가 있는 것으로 나타났다. '실용 지향'형은 '무지단색', '원', '페이즐리'의 넥타이 문양을 선호하는 경향이 있는 반면, '꽃' 문양은 선호하지 않는 것으로 나타났다. '보수 전통지향', '과시적 브랜드지향', '실용 지향'형은 '줄', '체크'의 넥타이 문양을 선호하는 경향으로 나타났고, '유행 지향', '과시적 브랜드지향', '개성 지향'형은 '무지단색', '꽃', '동물'의 넥타이 문양을 선호하는 것으로 나타났다. '유행 지향'형은 '무지단색', '꽃', '동물'의 넥타이 문양에 대한 구매 의사가 있는 반면, '실용 지향'형은 '원' 문양에 대한 구매 의사가 있는 것으로 나타났다. '실용지향'형은 '원' 문양에 대한 선호 및 구매 의사가 동시에 있었고, '유행 지향'형 역시 '무지단색', '꽃', '동물' 문양에 대한 선호 및 구매 의사가 동시에 있는 것으로 나타났다. 반면, '보수 전통지향' 및 '과시적 브랜드 지향'형이 '줄', '체크' 문양에 대한 선호가 높았으나, 구매 의사는 '페이즐리' 문양에 있는 것으로 조사되어 선호하는 넥타이 문양과 구매하고자 하는 문양 간에 차이를 보였다.

• 대한가정학회지
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• 제46권4호
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• pp.107-117
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• 2008

The aim of this study is to promote an appropriate consumption culture given the features of the segmented female college student group and to utilize these features as basic data at the level of consumer education. The lifestyle of female college students will be identified, along with the current use and customer satisfaction of low price cosmetics that are aimed at this group. The conclusion will be proposed on the basis of the results of this study: Firstly, low price cosmetics producers need to develop products that satisfy the needs of customers and to establish marketing strategies such as sales promotions according to the current trend. Secondly, in order to establish rational purchasing, it is necessary to promote an appropriate consumption culture by offering consumer education to college students. Thirdly, most consumers equate brands with quality. Therefore, companies need to continually produce quality products that may be differentiated from other low price cosmetics, not only in terms of price but also in terms of product quality, in order to enhance the reliability of their brand. Furthermore, it is necessary for consumers to be able to purchase products by considering product quality through searching for diverse information and not merely by depending on any particular brand.

• 감성과학
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• 제18권4호
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• pp.75-86
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• 2015

본 연구는 기업과 소비자 간의 기능성 의류제품의 효과적인 정보소통을 목적으로 하는 일련의 연구 중 일부로 기능성 아웃도어 재킷에 대한 인식과 행동양식에 따라 응답자를 유형화하고 각 유형별 기능성 아웃도어 재킷 구매시 활용하는 정보원과 행택에 대한 행동의 차이를 고찰하였다. 설문조사는 기능성 아웃도어 재킷 구매 경험이 있는 20~60대 남, 녀 472명을 대상으로 실시하였다. 기능성 아웃도어 재킷에 대한 인식은 '기능성', '가격', '경험/지식', '브랜드/디자인' 요인으로 분류되었으며 요인에 따라 응답자들은 '비전문적/브랜드 및 디자인 추구집단', '전문적/기능성 중시집단', '고가제품 선호집단'으로 분류되었다. '비전문적/브랜드 및 디자인 추구집단'은 인터넷을 정보를 가장 많이 활용하는 20대, 30대의 회사원과 학생으로 구성되었으며 '전문적/기능성 중시집단'의 경우에는 행택(Hang-Tag)을 정보원으로 주로 사용하는 전문직의 40대, 50대가 주를 이루었다. '고가제품 선호집단'은 60대 이상, 주부의 비율이 가장 높은 집단으로 판매원을 정보원으로 주로 이용하는 것으로 나타났다. 기능성 정보제공에 사용된 용어에 대해 설명의 필요성을 가장 높게 인식하고 있는 집단은 '전문적/기능성 중시집단'이었으며 성능정보 관심도가 떨어지는 '비전문적/브랜드 및 디자인 추구집단'은 오히려 상대적 만족도가 높은 것으로 나타났다. 본 연구를 통해 기능성 재킷 소비자 유형의 특징과 성능 정보에 대한 반응의 차이를 고찰함으로써 기능성 의류제품의 성능 정보 제공을 위한 효과적인 방법과 내용에 대한 실질적이고 유용한 정보를 제공할 수 있을 것으로 기대한다.

• 복식문화연구
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• 제22권6호
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• pp.899-910
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• 2014

The purpose of this study was to analyze high school students' school uniform wearing attitude by group according to clothing attitude targeting Gyeongnam area. This study aims to provide preliminary data in the field of school uniform and marketing that clothing propensity by groups is considered. This study conducted a survey targeting 762 high school students in Gyeongnam. For statistical analysis, SPSS for Window 14.0 was used for frequency analysis, factor analysis, reliability analysis, multiple sponse analysis, cluster analysis, ANOVA analysis and Duncan's ex-post analysis method. As a result of cluster analysis on the clothing attitude, students were divided into 4 segmentation of fashion seeking group, fashion indifference group, conformity group and modesty group. As a result of verification on the difference in perception toward wearing school uniform by groups which were classified according to the propensity of clothing attitude, activity, stability, and practicality were all varied according to the propensity of clothing attitude. 4 groups were significant differences in the degree of consent to wearing school uniform, price of school uniforms, tendency to prefer famous brand when purchasing school uniform, experience of transforming school uniform, opinion about school uniform modification and reason for school uniform modification. While low graders were many in 'modesty group', upper graders were many in 'fashion seeking group', which means that more segmentalized satisfaction of clothing by group may be raised if such a fact is considered when planning clothing for high school students segmentalized by age.

• 복식
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• 제50권7호
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• pp.219-233
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• 2000

This paper is designed to suggest marketing strategies suitable for each classified group by subdividing high school students, the new-generation consumers, by clothes-shopping orientation at jean markets and by identifying the demographic characteristics and the purchasing behavior of each classified group. The subjects consist of 644 high school students. female and male, in Seoul, who responded to my questionnaire research. In terms of the clothes-shopping orientation, pleasure shopping orientation, brand-based shopping orientation, fashion-oriented one, convenience-oriented one and economic one are in sequence. In light of the consumer group based on the factors of clothes-shopping tendencies, the convenience-oriented group ranks first, which is followed by pleasure shopping group, brand-based shopping group and economic one. The subjects turn out to have purchased jeans at time of necessity, The subjects are most liable to get information from their friends, which is followed by their shopping experiences and display. And they turn out to be little affected by family members, salespersons and the press. They regarded aesthetic standards as one of the most important standards, which are followed by size, fitting, personality expression and prices in order. On the other hand, they think little of such factors as friends and similarity. In terms of the standards to make a selection of shops, the respondents cite the quality of goods, the prices of jeans, and service. They didn't think much of the importance of the persuasion of those around them, the convenience of mass transportation facilities, and the approving rate of brands and so on. They resort to wholesale markets, department stores and low-pricing shops in sequence. They turn out not to be satisfied with product guarantees, and fashion. They relied on aggressive approaches like exchanges and refund in case they were dissatisfied with jeans.

• 한국의류산업학회지
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• 제3권5호
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• pp.403-408
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• 2001

The purposes of this study were to determine consumers' characteristics that were shown according to their fashion leadership through examining the differences found with consumers' self-conception like the body cathexis and self-efficacy and clothing shopping orientation. The data were collected from 263 female college students using questionnaire. The results could be summarized as follows: First, the household income, subjective social class and clothing expenditure of the fashion leader group was larger than those of the fashion follower and laggard groups. Second, the fashion leader group showed higher body cathexis than the fashion follower and laggard groups in the lower body, the abdominal region, the bust shape, and the whole body shape. Thirdly, the higher was the fashion leadership, the higher was the self-efficacy. Forth, it was proved that the higher was the fashion leadership, the higher were the clothing shopping orientation such as home-shopping preference, hedonic shopping, impulsive purchasing, and brand loyalty.