• Korean Journal of Human Ecology
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• v.19 no.2
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• pp.343-359
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• 2010

The purpose of this study is to analyze college students' TV advertising information recognition, comprehension and affecting factors on them. Data were collected by a survey of college student consumers after experiments with TV commercials. ANOVA, Duncan, and stepwise multiple regression analysis were carried out with the gathered data. The results are as follows. First, the TV advertising information comprehension degree of the college students consumers were shown to be low, by 41.2%. The comprehension degree was especially low when the information was presented visually without any verbal expression. Second, assuming that the comprehension of TV advertisements is defined by a correct perceptual understanding after recognizing the consumer-deception factors, the percentage of correct answers was poor, by 29.2%. Third, according to sex, average monthly income, degree of immersion on TV commercials, advertisement attitude, and consumer education of school, the TV advertisement information recognition and comprehension showed varying degrees between the groups. In the case of women students whose average monthly income was 100 to 300 thousand Korean won, had a high degree of immersion on TV commercials, and a high degree of consumer education at school, the TV advertising information recognition was shown to be high. In the case of third year college students who had a medium level of immersion on TV commercials and a high degree of consumer education at school, the TV advertisement comprehension was high. Fourth, the high explanatory factor of TV advertising information recognition and comprehension was found to be common because of consumer education at school.

• The Research Journal of the Costume Culture
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• v.26 no.5
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• pp.714-726
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• 2018

This study investigates the effects of the type of advertisement, brand extension, and consumer innovativeness on the credibility of fashion advertisements. The factorial design is constructed as a 2(type of fashion advertisement: general vs. cross-media) ${\times}2$(consumer innovativeness: high vs. low) ${\times}2$(the type of fashion brand extension: similar vs. dissimilar) three-way mixed design in which consumer innovativeness is the between-subjects variable. Subjects of this study included 210 men and women in their 20s and 30s who resid in Seoul and had SNS experiences. Frequency analysis, credibility analysis, three-way ANOVA, and simple interaction analysis were conducted using the SPSS 20.0 statistics package. The results are as follows: First, the type of fashion advertisement had a significant effect on advertising credibility. Cross-media advertisements had a more positive effect than general advertisements on all of the dependent variables. Also, the type of brand extension and consumer innovativeness showed significant effect on advertising credibility and the interaction effect between the type of fashion advertisement and consumer innovativeness was significant. Lastly, the effect of different types of brand extensions on advertising credibility showed a significant difference according to consumer innovativeness. Thus, a marketing strategy using cross-media advertising is proven to be effective in gaining consumer trust for a fashion brand.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.5
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• pp.561-574
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• 2011

This study investigates the ultimate factor structure of consumer dissatisfaction with the off-line purchase and usage of clothing. It identifies the determinant dimensions of consumer dissatisfaction on clothing purchase and usage and investigates the hierarchical structure of consumer dissatisfaction by assessing and comparing the effectiveness of five alternative factor structure models. A total of 300 women were online-surveyed to assess the level of dissatisfaction based on their dissatisfying experience with clothing purchases and usage in terms of product quality, price, salesperson's attitude, and store environment. The exploratory factor analysis identified the underlying dimensions of dissatisfaction: Handling, Aesthetics, Salesperson, Size, Price, Product Quality, Service, and Environment. By employing a first-order confirmatory factor analysis and higher-order confirmatory factor analysis, consumer dissatisfaction was confirmed to have a hierarchical structure with three second-order constructs Intrinsic instrument is manifested by handling, quality, and size, Intrinsic expression consists of service, salesperson, and environment, and Extrinsic circumstance contains aesthetics and price. On empirically demonstrating the multi-dimensional constructs of consumer dissatisfaction by identifying its hierarchical structure, the study provides the theoretical and practical insights to comprehend consumer purchase and post-purchase behavior. Specifically, it affords an empirical platform to extend the scope of research with condensed concepts of dissatisfaction to researchers. In addition, it also enables marketers to take a broader view of consumer dissatisfaction by providing cues about potential problems and identifying the source of those problems.

• Archives of design research
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• v.20 no.3 s.71
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• pp.85-96
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• 2007

In Korea, with a dramatic growth of Super Supermarket (SSM) in the wake of opening up the retail market and diversifying distribution, the consumer's purchase behavior about food and consumer goods changed. In order to investigate this change, this study was carried out through collecting and analyzing questionnaires from 190 men and women consumers at ages between twenties and sixties, living in Ulsan and Pusan. The result suggested that in overall features, men were mainly affected by design factors such as packaging design, color, and product design, whereas women were mainly affected by cost factors such as price and configuration. As for product properties, it was suggested that women put importance on the price concerning ail products, but men didn't. In addition, it was identified that women were impressed by advertisements on TV, and men and women both often purchased the product after confirming its information among the displayed products. Considering these results, we concluded that for a product whose main target is men in particular, the product development should focus on design. Moreover, as the packaging design and display affect on both men and women as important factors, hereafter a complementary study on the effects of the packaging design and display of manufacturers related to the products in this study is to be proceeded with greater interest.

• Korean journal of food and cookery science
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• v.30 no.5
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• pp.547-555
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• 2014

The purpose of this study is to understand consumer awareness and preference regarding rice cakes by surveying the awareness, preference, and consumption behavior of college students regarding rice cakes, and to survey their perception and usage of rice cakes, thereby using the results as basic data to establish measures to develop Korea's rice cakes. To sum up the study's results, the survey included both male (54.5%) and female (45.5%) subjects. Those aged "20 to 23" accounted for the largest share (67.9%) of total respondents, and those majoring in "humanities and social studies" comprised the largest portion (47.8%). A majority of the respondents resided in "small and medium-sized cities", and most either lived at home or lived away from their families. A majority of the subjects received monthly allowances ranging from 200,000 to 300,000 won. In order of awareness, the most well-known type of rice cake was "injeolmi (rice cake made from glutinous rice and coated with bean flour)", followed by "songpyeon (half-moon-shaped rice cake)", "garaeddeok (bar rice cake)", and "baekseolgi (steamed white rice cake)". The women were better aware of "injeolmi", "baekseolgi", and "garaeddeok" than the men, and "soemeoriddeok" was not commonly known among either gender. In terms of preferences for rice cakes, overall, the subjects liked "injeolmi" and "songpyeon" the most. However, certain differences were found in preferences for rice cakes between the men and women. The women exhibited higher levels of preference for "injeolmi" and "songpyeon" than the men. On the other hand, the men revealed higher levels of preference for "baekseolgi", "jeolpyeon", and "garaeddeok" than the women. The most common answer to important factors for popularizing rice cakes was "a diverse assortment of rice cakes", followed by "the development of creative technologies" and "the taste of rice cakes reflecting consumer needs", in order of importance. Among the important factors to popularize rice cakes, "the development of unique packaging containers for rice cakes" (p<0.05) and "the development of proper packaging materials" (p<0.05) showed statistically significant differences. In the survey of consumption of rice cakes, the most frequent answer to the question "why do you like rice cakes? was "their tastes are good" with 146 respondents, followed by "I have been eating them for long" with 115 respondents. To the question "when do you use rice cakes", the most frequent answer was "I use them in daily life" with 133 respondents, followed by "I use them at special events" with 115 respondents. The women were found to use rice cakes frequently in daily life, whereas the men used them frequently at special events. When asked whether they had the intention to use rice cakes as a meal substitute, 100 men answered that they had no intention, whereas 96 women answered that they had the intention. When asked about the type of rice cake considered suitable for a meal substitute, the most popular answer was "injeolmi" with 108 respondents, followed by "baekseolgi" with 106 respondents.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.2 s.161
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• pp.300-307
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• 2007

The purpose of this study was to identify and to compare the internet service factors affecting shopping satisfaction and intention to return between total shopping sites and fashion specialty sites. Data were obtained from 208 men and women aged between 20-40 who used internet. Factor analysis, Multiple regression, chi square test and F test were applied. The results were as follows. First, there were some demographic differences between two site shoppers. Young, low-income, student consumers were more likely to visit fashion specialty site than older, high-income, non students were. Second, consumer satisfaction and revisit to the total shopping sites were influenced by site composition, purchasing convenience, and after-purchase service. For the fashion specialty sites, consumer satisfaction was affected by site composition and after-purchase service while consumer intention to return was only by site composition. Thus, big sized total shopping sites should provide all kinds of online services to satisfy consumers. Small sized, fashion specially sites had better concentrate on site design or fashionable, creative product merchandising to get a competitive edge for young customers.

• Journal of Families and Better Life
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• v.27 no.3
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• pp.213-224
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• 2009

This research aims to analyze and compare the objective and subjective evaluation criteria for home appliances. In addition, this research examined the correlation between those evaluation criteria. Furthermore, consumers are divided by the level of the differences between those criteria; consumer groups whose subjective evaluation level for the quality of home appliances is greater than objective evaluation level, consumer groups whose subjective evaluation level is almost the same, and consumer groups whose subjective evaluation level for the quality of home appliances is lower than objective evaluation level, and this study investigated the differences those three groups by the socio-demographic characteristics and consumers' behavior in the stage of purchase. Results of this research could be summarized as follows. First of all, there were statistically significant between the level of the objective and subjective evaluation in the quality of home appliances. Second, when consumers purchased the expensive home appliance, imported-brand home appliance, home appliances in department store, the level of subjective evaluation level for the quality of home appliances is higher than objective evaluation level. Third, the level of satisfaction for the price, quality, AS, overall satisfaction, and the level of willingness to repurchase were higher in consumer groups whose subjective evaluation level was higher than objective evaluation level.

• Journal of the Korean Society of Costume
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• v.64 no.1
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• pp.18-30
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• 2014

As economy is growing and income level is increasing, more people are pursuing relaxation and leisure in their life. As the sports market in Korea is flourishing, sports wear companies have begun to focus marketing their brand by carefully selecting advertising models in order to get more exposure for their brands. The purpose of this study was to analyze, the effects of the advertising model types had on the company's brand recognition, and consumer subjectivity on consumer's preference and purchasing intention were studied. The subjects for the study were 260 men and women in their 20~30s living in Seoul and Gyunggi province. Three-way ANOVA was conducted for the data analysis. The results showed significant interactions between the three independent variables on preference. Although there were various advertising model types due to the improvement of media, (brand advertisement employing) the well known celebrity model was more effective for raising consumer brand awareness compared to non-celebrity models.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.8
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• pp.1277-1289
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• 2010

This study investigates the effects of e-CRM on consumer satisfaction and repurchase intention depending on gender differences. A total of 400 surveys were distributed and 382 were used in the analysis. Surveys were conducted on the respondents who had purchased apparel from an internet website within six months. A factor analysis, reliability test, and path analysis were used in the study to analyze the data. After the factor analysis, 6 factors were found under e-CRM activities; benefit and advice, customer contact, service, post-purchase management, assistance with the purchase, and discriminative treatment. The results of this study showed that for male consumers, service and post-purchase management had a positive effect on consumer satisfaction that in turn had a positive effect on repurchase intention. However, for female consumers, benefit and advice, customer contact, service, and discriminative treatment had a positive effect on consumer satisfaction that in turn had a positive effect on repurchase intention. The results also showed that post-purchase management had a positive direct effect on repurchase intention for both genders.

• Journal of Korea Multimedia Society
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• v.24 no.7
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• pp.966-978
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• 2021

This thesis provided basic data of the domestic leggings industry. For the purpose of comparative analysis, the sales status and consumer preference status of domestic leggings brands were selected, and the three companies, X*xymix, A*dar, and M*laware, which occupy the top positions by domestic leggings brand rankings Therefore, from 2018 to 2020, the market size of leggings items is identified with reference to the sales status and consumer preference status data, and the status of consumer preference is analyzed. As a result of the survey analysis, X*xymix, A*dar, and M*laware, which rank high in consumer preference, operate a separate men's leggings line from leggings targeting young women who mainly focus on yoga, pilates, and fitness exercises. As the age increased, the demand for leggings expanded to the middle-aged. Therefore, it is believed that the segmentation of leggings is made according to the diversifying types of exercise, and as the age group in demand for leggings is expanded, continuous research on market segmentation for aqua leggings necessary for aqua exercise that can exercise without straining the body.