• Journal of the Korean Society of Clothing and Textiles
• /
• v.34 no.2
• /
• pp.266-279
• /
• 2010

This research investigates the influence of color as an important factor of the visual image created by clothes. First, the factor analysis of the adjectives describing the images of clothes shows that the images of clothes are classified into 4 factors that include attraction, brightness, femininity, and the figure type (of which the attraction factor and brightness factor were found to be important dimensions). Second, as for the images of feminine style clothes colors, violet appears more refined and attractive than other colors in all 3 tones. Red appears as a brilliant and glowing image in a vivid tone. Yellow in a vivid tone and pale tone, and red in deep tone appear as a warm image, while blue appears as a cold image in all 3 tones. Blue and violet appear as a tall and slim image in all 3 tones. As for the images of mannish style clothes colors, yellow in vivid tone, violet in pale tone and red in deep tone appear as the most refined and attractive image, while green in all the tones appears as a rustic and unattractive image. Red in vivid tone, yellow in pale tone and violet in deep tone appear as a very brilliant and glowing image. Red in pale tone and deep tone appear as a warm and feminine image. Third, yellow in all the tones is evaluated to be attractive in the mannish style in the comparison of the image of feminine and mannish style clothes color, while blue in a pale tone in feminine style and in deep tone in mannish style earned high points. Red and violet did not show any significant differences between the two styles.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.30 no.11 s.158
• /
• pp.1608-1617
• /
• 2006

Due to the popularization of fashion, it is important for consumers to find out under what kinds of reasons consumers choose and prefer the clothing products as consumers are interested in clothing and have variety of their styles to choose This study is to classify the self-image of the middle-aged women and examine the characteristics of each group and also to inquire into the evaluation of clothing by each group. Data are collected through a self-administered questionnaire survey from 4 to October 31, 2005 from 350 middle-aged women in Daegu; 275 are used for the data analysis. Data analysis is performed using SPSS Package, which included cluster analysis, factor analysis, ANOVA, Duncan's multiple range test, and chi-square test. The results are as follows: 1. As a result of factor analysis of self-image, the five factors which are intelligent image, social image, fashionable image, female image, bold image are extracted. Besides, as a result of cluster analysis, the three types which are female-type, neuter-type, male-type are classified. 2. The middle-aged women regard the classic style as their best style for outgoing and then they like the casual style, elegant style, dramatic style in order. 3. As a result of factor analysis for clothing image, the four factors which are dignity, attraction, simplicity activity are extracted. 4. According to self-image types, there are differences for clothing image and preferring clothing styles. While female-type groups choose the elegant style, neuter-type groups regard the classic style as their best style and male-type groups regard the casual style as their best style. In case of daring style, the preference shows the lowest among all the types unrelated to self-image types.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.30 no.11 s.158
• /
• pp.1636-1647
• /
• 2006

The purpose of this study was to provide data that can be used to suggest idealistic anchor's image to capture ratings for the news program and to suggest guide for casting and training anchors for the broadcasting stations by examining the idealistic looks and images of TV news anchors by asking the general viewers who watch TV, The research methods was questionnaire survey. The subjects were 839 male and female audiences in theire 20's and 40's who residing in Seoul and Gyeonggi area. The study results are as follows: 1) The factors that decide impression of a female anchor The factors that decide female anchor's impression were 'specialty factor, friendliness factor, elegance factor, dynamic factor, and attractiveness factor'. 2) The difference in formation of impression according to makeup and hair style of a female anchor In case of specialty and friendliness factors scored high when putting on natural makeup, dynamic factors scored high when putting on elegant makeup, and attractiveness factor when putting on natural and romantic makeup. All factor were high when a female anchor had short-cut style and straight hair 3) Formation of anchor's impression from makeup and hair style according to the perceiver's variables (gender and age) Male and female audiences both gave hish score for a female anchor's specialty such as 'confident and reliable' and friendliness such as 'warm and comfortable' when a female anchor puts on natural makeup. They gave high score for attractiveness factor such as' good impression and refined' when putting on romantic makeup and high score for dynamic factor such as 'positive and confident' when putting on elegant makeup. Both male and female audiences gave high score fur all except friendliness factor when a female anchor had short-cut style compared to bobbed hair and high score far specialty factor when a female anchor had straight hair. The audiences both in their 20's and 40's gave high score for specialty and friendliness when a female anchor put on natural makeup while the perceivers at their 20's gave high score for elegance and dynamic factor when a female anchor put on elegant makeup. The audiences both in their 20's and 40's gave high score for all factors when female anchor had short-cut hair.

• Journal of the Korean Graphic Arts Communication Society
• /
• v.27 no.1
• /
• pp.73-87
• /
• 2009

The purpose of this study is to provide a executive guideline of humor in Print advertising by analyzing the copy style. For this aim, in-depth analysis about the copy style of humor in Print advertising collected by the web-site of TV cf from 2005 to 2008 was performed. In conclusion, findings showed that the copy style in the pattern of expression was focused on the psychological arousal and incongruity and the pattern of damaging and attacking someone's prestige was considered to be significant in some degree. It was also found that the copy style of humor in Print advertising in the method of expression was focused on the factor of pun, jokes, double-meaning but the factor of satire, irony and turns of phrase was a minority.

• Culinary science and hospitality research
• /
• v.13 no.3
• /
• pp.293-307
• /
• 2007

This article was to provide information enabling us to respond effectively to the well being market which has great potential of growth by studying well-being consumption behaviour according to the lifestyles of dining-out customers and to find out how their lifestyles have influence on well-being by investigating their patterns according to demographical characteristics of dining-out customers who play key role in consumption and will have great purchasing power in food service industry. First, factor analysis of variation of lifestyle, 6 factors are named conscious style, realistic style, self-regard style, health-focusing style, changeable style, and fashion-sensitive style. Second, factor analysis of well-being consumption behaviour, 5 factors over eigen 1 are selected and used in a research and they are named healthful food principle, physical health principle, mental health principle, confidence principle, and old-age planning principle. Analysis result reveals that there exists significant relationship between lifestyle and well-being consumption behaviour.

• Journal of Families and Better Life
• /
• v.32 no.4
• /
• pp.91-104
• /
• 2014

This study aims to understand how consumers consume by presenting the concept of 'consumption style' and the meaning of consumption for modern consumers. As modern consumers cannot lead their daily lives without engaging in consumption, their daily lives are deeply related to consumption. However, we have not been largely interested in how we manage consumption. It is a fact that marketing-oriented studies are focused on consumers for the establishment of corporate activities and strategies until now. For the analysis of the research, SPSS for Windows and AMOS were used. In order to examine the general characteristics of the investigation object, the technical statistics of frequency, percentage, average and standard deviation were obtained. To develop the research item analysis, Cronbach's ${\alpha}$, exploratory factor analysis, confirmatory factor analysis and cluster analysis were conducted. Based on the meaning of consumption through the consideration of preceding studies, the consumption style was extracted with 4 economic, socio-cultural, psychological and ethical perspectives. Also, 4groups were classified according to the type of consumption style: professional consumers, practical consumers, indifferent consumers and emotional consumers.

• Journal of Global Scholars of Marketing Science
• /
• v.19 no.2
• /
• pp.53-67
• /
• 2009

For the last decades, service quality has been studied as one of the most important tools for a service company to compete with the other companies. Based on these past researches, it has been agreed that the service quality is a basic and powerful tool to create the competitive advantage. Due to similar reason, many service marketing practitioners have been also focused on the service quality to retain the existing consumers and collect the new consumers. However, service quality is subjectively perceived by individual consumers. Consumer evaluation of service quality can be different from each other. Especially consumers with one life-style may evaluate the service quality differently from the consumers with the other life-styles. Therefore we need to know whether there are differences in service quality perception on the categories of life-style. Life-style refers to a distinctive mode of living in its aggregate and broadest sense. It embodies the patterns that were developed and emerged from the dynamics of living in a society. Since the concept of life-style and its relationship to marketing was introduced in 1963 by William Lazer, methods of measuring the life-style and their application have been developed. Life-style has been usually used to segment the marketplace because it offers marketers a unique and important view of the market. When Life-style is combined with clustering methods, life-style segmentation can generate identifiable whole persons rather than isolated fragment. Life-style segmentation begins with people instead of products and classifies them into different life-style types, each characterized by a unique style of living based on a wide range of activities, interests, and opinions(Plummer, 1974). In this study we applies the life-style segmentation based on the AIO(Activities, Interests, and Opinions) to the consumers of the large discount stores. In Korea, the large discount store market has entered into maturity stage so that the market differentiation strategy is becoming a more critical issue to the marketing practitioners. One of the most important tools to differentiate from the competitors in large discount store market is continuously to provide service of better quality than competitors. This study tries to find answers about the following questions: 1) How can we categorize the consumer life-styles in the large discount store? 2) What are the characteristics of the categorized groups? 3) Are there any differences in service quality perception among the consumers with different life-styles 4) Are there any differences in consumer behavior among them in the large discount store? For the purpose, we collected survey data from consumers and analyzed the data with the SPSS package where we had $X^2$-test, factor analysis, ANOVA, MANOVA, and cluster analysis. The survey was made during one month in the April of 2008. Among the collected 306 copies of questionnaires, 281 copies were chosen as the effective samples for empirical analysis except 25 copies with wrong responses. To identify the life-style patterns, we used the measures employed by Kim and Kwon(1999), where 44 items on a seven-point scale were used to measure factors of the life-style patterns. The Principal Component Method was used for factor extraction, and the VARIMAX orthogonal factor rotation was employed. The 7 items showing low factor loading were eliminated. The results of the factor analysis suggested that nine factors of the life-style patterns were identified as follows: 1) the equality-of-sexes and pursuit-of-independence tendency 2) self-management tendency 3) sociable tendency 4) self-display tendency 5) degree of a dilettante life 6) pursuit-of-information tendency 7) bargain hunter tendency 8) TV preference tendency 9) pursuit-of-leisure tendency. Next, after the K-means cluster analysis was performed with nine factors of the life-style patterns, the life-styles of the respondents were classified into four groups which are named as the 'progressive practicality-oriented group', 'positive success-oriented group', 'sociable ostentation-oriented group', 'stable conservation-oriented group'. The analysis results for usage behavior between the market segments showed statistically significant differences in the frequency of usage, duration time in the store, consumer satisfaction, and loyalty. Also, we tried to investigate whether the large discount store consumers differently perceive the quality of service based upon the types of life-style. To measure the service quality of large discount store, we adapted several measurement models measuring the service quality such as SERVPERF, BCP, R-SERVPERF, R-BCP. MANOVA and One-Way ANOVA were performed to confirm the difference in service quality perception based on the market segments. The results have also shown significant differences between life-style types in service quality perception. These findings show that the large discount store marketers should consider consumer life-style as one of the most important market segments for marketing and understand the difference in service quality perception between life-style types. Our findings give important implications to marketers of large discount stores as well as life-style researchers. First, this study showed there were significant differences in consumer's service quality perception and usage behavior between the types of life-style. It provides evidence that the life-style approach can be a important basis in segmenting the large discount store market and will make consumers perceive the service quality high. Second, most previous researches on service quality have been in aggregate level. However, our results imply that the future research on service quality have to focus on segment level.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.19 no.3
• /
• pp.207-218
• /
• 2017

This study evaluates the difference in visual images according to changes in waist position and pants style. The researcher made twelve stimuli-combination of four pants styles (classic, baggy, skinny, bell-bottom) and three waist positions (0cm, -3cm, -5cm). The test involved 48 female college students. The stimuli were made using the i-Designer computer program. The panels tested the screen images of all manikins wearing pants. A 7-point scale was used to evaluate each image. For the data analysis, the ANOVA and Duncan-test were applied along with an SPSS program. The results of this study are as follows. The visual evaluations by pants style and waist position are composed of seven factors (attractiveness, attention, hip, activity, height, waist, abdomen). Among these factors, attractiveness is evaluated to be the most important factor. The mutual agreement of the visual effect (according to pants style and waist position) was indicated as four factors of attractiveness, attention, waist, and abdomen. The height factor is evaluated to be the most important factor by change in regards to waist position. The 0cm waist position of three styles (classic, baggy, bell-bottom) were evaluated positively in elongated height whereas the -3cm, -5cm waist position of the skinny style was evaluated positively in elongated height. The mutual agreements of visual effect (according to pants style and waist position) were not indicated.

• The Journal of the Korea Contents Association
• /
• v.8 no.10
• /
• pp.278-286
• /
• 2008

This study's purpose is to offer to basic data in each professional soccer team's spectator marketing strategy through researching the influence of spectators' life style on the appeal of professional soccer. This study's survey is target 500 spectators who were present at the professional soccer championship game in 2007 at Seongnam Stadium. Data analysis was done on 484 spectators's questionnaires using SPSS V. 12.0. To analyze materials the frequency, correlations, and regression analysis were used as statistic analysis techniques. The conclusion based on above study method and the result of material analysis are here below. First, the influence of spectator's life-style on the loyalty(action loyalty, attitude loyalty)of professional soccer. Second, the influence of spectator's life style on the appeal(field factor, game circumstance factor, spectating expense factor, promotion factor, entertainment factor, player factor)of professional soccer.

• Journal of the Korean Home Economics Association
• /
• v.26 no.3
• /
• pp.153-169
• /
• 1988

This study aimed at investigating the socialization of householdwork to the difference of life style pattern of housewives. For the purpose, questionnaires were administrated to the housewives in Seoul and to analyse of the date, factor analysis F-test, t-test and path analysis were used. The results can be summarized as follows ; 1. By utilizing factor analysis, the life style patterns of housewives were classified into 7 types, they were named, self-improvement type, social activity type, modernistic type, sound and thrifty type, variety-seeking type, passive stability-seeking type, the traditional and conservative type. And the patterns of life style differed significantly according to all of the demographic variables except family type. 2. The level of socialization of householdwork was not reaching the medium, and the mean was 19.45. 3. The socialization of householdwork were influenced indirectly by the age, educational level, income level, family type and social activity type, variety seeking type, traditional and conservative type of the life style pattern. And directly, the age and educational level influenced the socialization of householdwork.