• Journal of the Korean Society of Clothing and Textiles
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• v.19 no.6
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• pp.1040-1050
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• 1995

The Purposes of this study were to investigate the choice dimensions in purchasing the medium-low priced casual clothing, the influence of them on the preference of medium-low priced casual clothing, and the brand images of six medium-low priced casual clothing using the perceptual map. The Questionnaires were administered to 540 college students living in Seoul (340) and County of Chungnam(200). The data were analyzed by frequency, factor analysis and multiple regression analysis. The results were summarized as follows: 1) The choice dimensions in purchasing the medium-low price casual clothing were identified as exclusiveness/style, intrinsic characteristics, promotion and price/distance. 2) Exclusiveness/style dimension influenced most on the preference of medium-low priced casual, intrinsic characteristics, price/distance dimension were followed. Promotion dimension appeared to have an insignificant influence. These results were consistent in both Seoul and the County of Chungnam. 3) Perceptual mapping showed Hunt and J-vim had the best brand images, Maypole and Omphalos were followed. Tipi Cosi and I-land appeared to have the worst brand image. The college students living in the County of Chungnam perceived that all six brands of medium low priced casual clothing to be exclusive in their style. In addition, it was perceived less promoted, more expensive and farther than Seoul counterparts.

• Journal of the Korean Society of Food Culture
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• v.17 no.4
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• pp.435-445
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• 2002

The purpose of this study was to identify the pattern and perception of food consumption, mass restaurant use, drinking style, and food purchasing factors by cohort groups i. e., World Cup(W) generation, baby boom, and silent generation. Data were collected from 412 respondents including three generations by questionnaire method in April through May 2002. Analysis of variance and chi-square results indicate that there were significant differences among three generation groups for the pattern and perception of food consumption, the use of mass restaurant, preferred drinking style, and influencing factors for food purchasing. W generation are more likely to be influenced by sensibility factor than baby boom and silent generation. Considering food preference pattern, baby boom as well as silent generation prefer green vegetables than meats, and they must have Kimche when having meals. Similarities and differences in perceptional pattern types are discussed, and future implications for food and nutrition specialists and food marketers are provided.

• Journal of Fashion Business
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• v.15 no.2
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• pp.86-95
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• 2011

The purpose of this study was to examine the relationships among technology innovation (perceived ease of use, perceived ease, joyfulness), individual variables (innovation, self-efficacy), fashion variables (fashion involvement, interest in celebrity style), shopping attitudes toward fashion T-Commerce, and purchasing intention. Two hundred seven female participants in age group of 20s participated in this study. For data analysis, descriptive statistics, simple and multiple regression, and Cronbach's Alpha were used to test the research questions. As the result, first, all three variables (perceived ease of use, perceived ease, joyfulness) from technology innovation did affect on attitudes toward fashion T-Commerce. Second, individual innovation did affect positively on attitudes toward fashion T-Commerce. Third, interest in celebrity style affected positively on attitudes toward fashion T-Commerce. Finally, attitudes toward fashion T-Commerce affected positively on purchasing intention of fashion T-Commerce. Based on these results, T-Commerce fashion merchandising marketing strategies of fashion goods would be provided to fashion T-Commerce retailers or marketers.

• Journal of the Korean Society of Clothing and Textiles
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• v.16 no.1 s.41
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• pp.137-146
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• 1992

As a preliminary work for the interrelations between individuals' learning style and their consumer decision-making styles in purchasing apparel, its theoretical backgrounds were reviewed. Several major approaches to measuring and characterizing learning styles were theories of Hunt, Schroder, Kolb, and sproles. - Relevant literature suggests several consumer decision-making styles including Morchis' and Sproles'. Researches on the practical' implication of theoretical learning styles model in the area of consumer decision-making styles were also explored.

• Journal of the Korea Fashion and Costume Design Association
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• v.16 no.2
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• pp.55-70
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• 2014

The purpose of this study was to investigate purchasing behaviors of summer clothes using cooling textiles and clothing design preference in summer season. The subjects were 623 married women aged from 30s to 60s. The research method was a survey and the measuring instruments consisted of purchasing behaviors of summer clothes using cooling textiles, clothing design preference in summer season, and subjects' demographics attributions. The data were analyzed by frequency analysis, multiple response analysis, cross tabs analysis, and $x^2$ test, using SPSS statistical program. The results were as follows. First, important clothing selection criteria were design, price, and textiles. The main items using cooling textiles that female consumers purchased were T-shirts, pants, and outdoor & sportswear. Main information sources of summer clothes using cooling textiles were internet and store display, and purchasing places were fashion outlet, internet, brand store, and department store. Second, female consumers most preferred comfortable and casual style. They mainly preferred white and blue color, pastel and pale tone, plain pattern, and cotton and functional materials in summer season. Third, there were many important differences among 4 age groups on purchasing behaviors of summer clothes using cooling textiles and design preference in summer season.

• Korean Journal of Community Nutrition
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• v.2 no.3
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• pp.388-395
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• 1997

A survey was conducted to investigate housewives' perception and consumption of Korean fermented foods marketed in Taejon. Most subjects know how to prepare Kimchi(seasoned and fermented vegetables), 65-67% can make Kochujang(fermented red pepper soybean paste), Toenjang(Korean style soysauce) and Jang-atchies(pickled basic side dishes), 56% can make Kuk-ganjang(Korean style coysauce), 45% can make Chonggukjang (fermented soybean) and 34% can make Jot-kals(salt-fermented fish products). With decreasing age(p<0.0001), not many other subjects could make other fermented foods besides Kimchi. The percentages of subjects buying fermented foods were 71.5% for Chin-ganjang(Japanese style soysauce), 51.7% Jot-kals, 27.1%Kochujang, 25.7% Chonggukjang, 20.1% Jang-atchies, 10.4% Toenjang, 5.9% Kuk-ganjang, and 3.8% Kimchi. the uounger in age, the higher the tendency to buy marketed Kimchies(p<0.05) and Kochujang(p<0.01). The resons for purchasing fermented foods were convenience (52.9%), lack of preparation knowledge(17.5%), lack of time for preparation(12.5%), and lack of space for food storage(8.2%). Subjects indicated that their reasons for mot buying were as follows : use of additives or unreliability with regard to manufacturing dates(45%), bad taste(21%), unsanitary treatment(16%) and to keep their indigenous taste(14%). They cosidered expiration dates, taste, crpteria and safety as the important standard in selecting marketed foods. Younger subjects insisted on the improvement of sanitary condition and partial change of taste to increase the consumption of fermented foods. However, older subjects thought it best to keep the taste original for more utilization of fermented foods.

• Journal of the Korean Society of Costume
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• v.50 no.4
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• pp.103-115
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• 2000

The purpose of this study is to provide consumers with practical information for reasonable purchasing by analyzing apparel purchasing behavior. information source use, demographic differences in terms of life style patterns, moreover, to support apparel manufacturers in producing goods and making a plan by developing more effective advertisements and efficient marketing strategy, such as media strategy. This study targeted 832 men and women wearing sports casual wear. Information source is used to analyze the data and MANOVA, ANOVA. Scheffe is employed for post-inspection and demographic bases are based on the frequency of each type. The followings are the conclusions of this study : 1. In case of print media, TV, PC factor, fashion advocates and individuality advocates most frequently used information source. In case of purchasing experience factor, individuality advocates skewed higher frequency than conformity type. and then, in case of observation information use factor, individuality advocates were ranked as the highest and conformity type as the lowest. In case of human information use factor, fashion advocates and individuality advocates showed higher frequency than practical type and conformity type. 2 In case of female, Individuality advocates was ranked as the highest. In case of male, practical type and conformity type were rank as the highest. Fashion advocates ranked as the lowest in any case. 3. Individuality advocates were ranked as the highest among people aged 14 to 16, practical type among 17 to 19, conformity type among 20 to 23, conformity type among over 20. 4. Middle school students tended to be the individuality advocates, high school students the practical type, university students the practical type and the conformity type, and company workers conformity type.

• The International Journal of Costume Culture
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• v.13 no.1
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• pp.42-50
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• 2010

The purpose of this study was to find differences in evaluation criteria and product information based on jeans products consumers. The participants of this study were women age of 19 to 30 years. This study was implemented by descriptive survey method using questionnaires. A total 182 questionnaires were analyzed in this study. The subjects were grouped by the evaluation criteria of purchasing jeans through an online shopping. Finding of the study showed that, Group 1 was high involvement group. They conscious of both style feature and practicability of jeans when they bought jeans. Group 2 was low involvement group. They are not conscious of those features. The important factors were different by groups. The most important factors of purchasing jeans for Group 1 were fashion trend and practicality. Price was the most important factor for Group 2. They bought jeans at extremely low or high price. On the other hand, Group 1 bought jeans of diverse prices range. The popular shopping sites were different between two groups. The department store was the most important place purchasing jeans for both groups. The second important place was specialty stores for Group 1, and online shopping for Group 2. The usefulness of product informations were also examined when they evaluated the jeans at online shopping. The most useful product informations were leg cut style and rise length. Fit information was very important for Group 1. Group 1 considered that the function of zoomming the picture image was important. The material characteristic and name of brand were also useful than Group 2. But the size and care instruction were not highly useful.

• Journal of Fashion Business
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• v.8 no.3
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• pp.70-83
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• 2004

The female image has been changed incessantly with age and has been eminently represented in cosmetic advertisement. The female images are changed from the classical images to the active and professional images with the historical current of cyber, digital, and fusion. These changes in the expression of female image are largely due to the spread of post-modernism, feminism, de-construction (Kim, 1994), digital information revolution, and increase of income. The female images in cosmetic advertisement have been expressed very variously with fashion, marketing target, and characteristics of articles. (Im, 1997) The cosmetic advertisements of pure and graceful images were popular in the past. But nowadays individual image, womanly image, and unchanged beautiful image are in vogue. Individual image is very popular in young generation with very short fashion period. Active career woman image represents passion and beauty with extension of women' social roles. Unchanged beautiful image in modern industrial pollution stands for the desire of keeping the beauty in youth. Brand is very important factor to consumers in purchasing. Brand is no larger the simple concept in the past, and accepted as reflection of the image, social status, service, and life-style(Lee, 1998) consumers are very favorable to foreign cosmetics with the increase of overseas travels and import. This phenomenon is considered as very natural, especially in young generation. To create a successful brand image, the harmony of quality, psychological preference, advertisement, and reasonable price are required. According to the questionnaire research implemented by the subject of college women students in five universities in Seoul, the majority of college women students purchase domestic cosmetic brands in cosmetic specialty stores and depend on the tips of acquaintances. Quality, skin-trouble, and brand are considered as special regards for purchasing. Especially, internet shopping in purchasing marks high growth rate and preference for foreign cosmetics is very ardent. It can be expected that the 21st century is the epoch of various small production different from the mass-production in the 20th century. Female image will be probably expressed with individual, emotional, and professional image in the media of digital, fusion, cyber, and technology culture. It can be said that the tendency of cosmetic purchasing in the future will be more focused on brand image and life style.

• Journal of the Korean Society of Costume
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• v.57 no.2 s.111
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• pp.29-44
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• 2007

The purpose of this study was to classify male consumer groups according to the fashion lifestyle, to examine characteristics, needs and wants of each group, and to find out differences of cosmetics purchasing behavior among each group segment. After surveying 19-50 year old males by making a visit to college, company and home, 584 samples were analyzed by using SPSS(7.0) package program. Factor analysis, cluster analysis, ANOVA, crosstabs and $X^2-test$ were used to analyse collected data. The results of this study were as follows; 1. Twenty-two questionnaires using AIO fashion lifestyle variables produced seven factors; oriented fashion, flaunting brand preference, active preference, information intention, strong personality, reasonable economy and others directivity. Three groups based on oriented seven factors: personality, fashion and economy. 2. The Personality group had strong personal characters in their fashion. Men in this group prefer casual style and were represented by singles and professionals in their 30's. The fashion group pursued fashion trends, formal wears, and high-priced fashions. They were represented by singles with high-income managerial positions in their 19-29 age group. The economy group represented the largest sample in this study(54.5%). Men in this group tended to purchase fashion goods during of good fabrics at discount stores. This group represented married man with average incomes in their 40's. 3. Each of these three groups showed significant differences in cosmetics purchasing behavior. The personality group mainly purchased cosmetics on-line market because of price. The Internet tended to be their primary source of informations. They spent under 10,000won and pursued a simple and clear image. The fashion group purchased cosmetics at department stores to benefit from the knowledge of sales personal and their source of informations in the mass media. They spent over 70,000won monthly and pursued also a simple and clear image. The economy group purchased cosmetics at discount stores because of their wide assortment of products. They spent under 30,000won monthly and pursued a simple and clear image. Each of these groups currently consume different products and have a different concept of future cosmetic products.