• Journal of the Korean Graphic Arts Communication Society
• /
• v.30 no.3
• /
• pp.65-75
• /
• 2012

Appearing gagman on various ads are presently experienced in domestic market both high involvement and low involvement products ads. Therefore, this research attempts to analyze the effectiveness of using gagman ad model in terms of building brand preference and purchasing intention among target audience. Results of this study proposed the basement of practical use when gagman is selected as a ad model in the field. For testing hypotheses attractiveness, reliability, like/dislike as dependent variables and as independent variable purchasing intention were selected. The result of analysis shows that for high involvement product reliability influenced on brand like/dislike and attractiveness of gagman model is effective to enhance purchasing intention. For low involvement product only like/dislike was significant. This can be interpreted gagman ad model is useful for building brand like/dislike and purchasing intention of high involvement product when gagman has reliability and attractiveness respectively, while for low involvement product, like and dislike is the only variable to be considered in choosing gagman ad model.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.30 no.5 s.153
• /
• pp.674-683
• /
• 2006

The purpose of this study was to examine the effects of T-shirts product type and apparel benefit on consumer preference and purchasing intention. Data for the study were obtained by $3\times2$ mixed factorial design. The subjects were two hundred and thirty college male and female students. The data were analysed by factor analysis, cluster analysis, and ANOVA by using the SPSS program. The results of this study indicated that benefit did not have effects on consumers purchasing intention but significant influences on consumer preference for brand-parody products. For brand-copy products, benefit influenced the purchasing intention, and did not influence the consumer preference. This study suggested that new fashion trends, in association with consumer's benefit, have effects on consumer's purchasing behavior. The result of this study is likely to be useful in planning marketing strategy related to product type and new fashion trends.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.13 no.4
• /
• pp.51-67
• /
• 2011

The purposes of this study were to segment male university students on the basis of benefit sought in clothing, and to investigate knitwear image preference and purchasing behaviors of each segmented market. The research method was a survey and subjects were 249 male university students in Daejeon and Chungnam province. The questionnaire consisted of measurement items for benefit sought in clothing, knitwear image preference, knitwear purchasing behaviors, and subject's demographic attributions. The data were analyzed by Cronbach's ${\alpha}$, factor analysis, cluster analysis, ${\chi}^2$ test, ANOVA and Scheffe test. The results were as follows. First, male university students were segmented into 6 consumer types (practicality pursuit, individuality pursuit, comport pursuit, brand pursuit, social status pursuit, and unconcern type) by benefit sought in clothing. Second, male university students generally preferred dandy image and causal image, however, brand pursuit type more preferred trendy image, and practicality pursuit type more preferred active image than other consumer types. Third, the segmented markets showed many differences on knitwear purchasing behaviors. On clothing selection criteria, practicality pursuit type considered resonable price as important, whereas brand pursuit type considered brand reputation. On fashion information source, individuality pursuit type considered store display and other people's clothing, while unconcern type considered advice from friend and family. On main purchasing place, individuality pursuit type more used speciality store with no brand, whereas brand pursuit type more used department store and brand store than other consumer types. The results of this study supported that benefit sought in clothing can be useful as an effective variable for market segmentation.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.17 no.1
• /
• pp.167-182
• /
• 2015

This study was to investigate the preference tendency by detail and material preference of summer one-piece dresses for the children, and evaluation standard of children's wear in purchasing one-piece dresses as an object of mothers who have girls as buying representatives of children's wear in order to supply real information of design about the one-piece dresses for the girls in accordance with the consumers' demands. The results of this study revealed that the one-piece dress was favorite one to them in purchasing their summer wear. This study showed tendency that the more the mother's fashion interest was, the more the mother's preference on the one-piece dress was. As to the material preference of one-piece dress, it preferred the natural fiber to the synthetic fiber much, and the preferred customer order in purchasing one-piece dresses for their children was analyzed as activity, material, design collar, and pattern. As to the preference by form factor of one-piece dress, it preferred A-line silhouette in the silhouette, natural waist in the waist position, 5~7cm from the knee in the length of one-piece dress, and flared skirt in shape of skirt. The preference on the collar type was soutien collar, and the preference on the neckline type was round neckline. In addition, the preference on sleeve form was shirtsleeve, and the preference on trimming was lace trimming.

• Science of Emotion and Sensibility
• /
• v.13 no.2
• /
• pp.337-346
• /
• 2010

The purposes of this research were to evaluate the color sensibility and preferences, and to analyze the effect of the tactile preferences and purchasing preference on structural properties, color characteristics and color sensibility for the black color fabrics. Male and female university students were asked to evaluate the color sensibility, tactile preference and purchasing preference to the nine different black fabrics which were selected on the basis of the previous research results. Data were analyzed by using frequency analysis, mean, factor analysis, t-test, Kruskal-Wallis test, correlation and regression analysis. The color sensibility for black color fabrics was classified into four factors: simplicity/classic, elegance, modernity and dignity. This color sensibility factors showed a significant correlative relationship to the structural properties and color characteristics of black color fabrics. On the other hand, fabrics which were evaluated with good tactile preference among the black color fabrics tended to show higher purchasing preference. Also, among the color sensibility, the structural properties and color characteristics of black color fabrics, major variable factor of influencing on the tactile preference and the purchasing preference was turned out to be the color sensibility.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.30 no.9_10 s.157
• /
• pp.1445-1454
• /
• 2006

The purpose of this study was to examine the effects of consumer-brand relationship on purchasing attitudes toward counterfeits. 341 female college students who had purchased fashion luxury brand products were surveyed. For data analysis, descriptive statistics, factor analysis, pearson's correlations, ANOVA, and multiple regression were used. As the results, consumer-brand relationship was classified into three factors; commitment relationship, trust relationship, and emotion relationship. Also, higher consumer-brand relationship was correlated with higher preference and satisfaction, and lower purchasing attitudes toward counterfeits. Also, among the three groups(heavy/middle/low) of consumer-brand relationship, the heavy group had higher preference and satisfaction, and lower purchasing attitudes toward counterfeits. Also, results revealed that 'commitment relationship' and 'emotional relationship' accounted for 32% of the explained variance in 'favorableness', while 'trust relationship' and 'emotional relationship' accounted for 26% and 29% of the explained variance in 'trust toward product quality'. Based on these results, fashion luxury brand marketing strategy would be suggested.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.26 no.1
• /
• pp.3-14
• /
• 2002

The purpose of this study was to examine conspicuous consuming tendency and imported-brand preferences based on purchasing behavior of clothing. 464 women living in Seoul were collected for this study. For data analysis, descriptive statistics, Pearson's correlation analysis, ANOVA, Duncan's multiple range teats, and $X^2-test$ were used. As the result, five factors in conspicuous consumption are generated from the factor analysis. Consumers with high conspicuous consumption prefer imported-brand clothing. According to the levels of conspicuous consumption, purchasing behaviors of clothing are significantly different in information usages, clothing selection evaluations, patronage store types, purchasing frequencies, and seasonal clothing expenditure. Finally, clothing purchasing behaviors are significantly different by imported-brand clothing preference in information usages, clothing selection standards, and patronage store types.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.34 no.7
• /
• pp.1053-1064
• /
• 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.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.9 no.3
• /
• pp.115-132
• /
• 2007

The purpose of this research is that to study of musical performer's purchasing behavior, satisfaction and design preference, and to give the information for better performance costume market based on that result. The target for the survey is limited only for above 4th grade female students and have experienced more than three times of performances. Total 364 questionnaires are used for this research. The SPSS was used for the analysis. The results were, first, in the survey of place of purchasing, specialty shop for musical performance shop was the most. The most group for the budget that they spent was under 100,000 Won. Rational price for costume would be 150,000-300,000 Won. Most people purchase costume before 2 weeks and compare 3-4 stores mostly. There were not many complaints about being comfort for costume itself. The preference for costume was different depends on not only scale of performance but also whether solo, duet or trio or more. Also harmony with other person costume was most consideration factor when they perform duet or more. For the choice of shop factor following were considered the most important; various selections, kindness of sales persons and possibility for trying various costumes. However, locations of shop or delivery service were not important relatively. For the choice of costume factor, design color, comfort and functionality were considered the most important but price, quality and decoration were not. For 'the satisfaction after purchase costume' factor, people's opinions, best appearance on the stage and meeting image with themselves were considered the most important. Second, on the subject for 'design preference of costume based on type of performance', people chose different color of dress depends on what types of performance. In case of solo, they prefer vivid primary color; in case of trio or more, they prefer black; in case of duet, they prefer pastel tone. As for preference of sleeve design, all of them prefer non-sleeve type.

• The Research Journal of the Costume Culture
• /
• v.3 no.2
• /
• pp.425-448
• /
• 1995

The purpose of this study was to compare fur clothing preferences of Korean and Russian women, and then to provide a beneficial data to Koran fur manufacturers who is working in Korea and advancing into Russia. 346 subjects were gather in Seoul and Moscow through convenience sampling method, and frequency, percentage, mean, x²-test, t-test were conducted for data analysis. The results were as follows: 1. Korean and Russian women's fur clothing buying motives, information sources, important factors on purchasing, purchasing, influences ere generally examined. 2. Russian women's fur clothing possession rate as well as fur clothing purchasing intention in the future were higher than Korean women's. 3. Fur clothing item, material, color, style, length which Korean and Russian women prefer were compared. 4. In case of shilhouette, Russia women showed high preference on swinger shilhouette, relatively Korean women preferred H-line. 5. In case of collar design, Russian women showed high preference on stand collar, relatively Korean women preferred notch collar or shawl collar. 6. In case of sleeve design, Russian women showed high preference on turn back cuffs sleeve, relatively Korean women preferred push-up sleeve.