DOI QR코드

DOI QR Code

The Influences of Shopping Orientation on Selection Criteria, Attitudes, and Preference of Collaborated Fashion Products

쇼핑성향이 패션 콜라보레이션 제품의 선택기준, 태도 및 선호도에 미치는 영향

  • Yang, Hyo-Jin (Dept. of Textile and Clothing Design, Kyung Hee University) ;
  • Kim, Chil-Soon (Dept. of Textile and Clothing Design, Kyung Hee University) ;
  • Kim, You-Young (Dept. of Textile and Clothing Design, Kyung Hee University) ;
  • Kim, Tae-Eun (Dept. of Textile and Clothing Design, Kyung Hee University) ;
  • Bae, Yeon-Jin (Dept. of Textile and Clothing Design, Kyung Hee University) ;
  • Chan, Sun (Dept. of Textile and Clothing Design, Kyung Hee University) ;
  • Yang, Hee-Soon (Dept. of Textile and Clothing Design, Kyung Hee University)
  • 양효진 (경희대학교 의류디자인학과) ;
  • 김칠순 (경희대학교 의류디자인학과) ;
  • 김유영 (경희대학교 의류디자인학과) ;
  • 김태은 (경희대학교 의류디자인학과) ;
  • 배연진 (경희대학교 의류디자인학과) ;
  • 손졸 (경희대학교 의류디자인학과) ;
  • 양희순 (경희대학교 의류디자인학과)
  • Received : 2012.01.25
  • Accepted : 2012.06.29
  • Published : 2012.08.31

Abstract

This study investigates how the type of fashion shopping orientation influence the selection criteria, attitudes, and preference of fashion products developed through collaboration. For data collection, the study conducted a survey in the Seoul and Metropolitan areas. The results are as follows: 1. Shopping orientation was identified with seven factors: pursuit of pleasure, trend, planning, uniqueness, famous brand, economic efficiency, and conspicuous consumption. Attitudes toward the collaborated of fashion products could be classified into two factors of reasonable ostentation and aesthetic value orientation. 2. The shopping orientation of the pursuit of trend is related to reasonable ostentation; in addition, the shopping orientation for the pursuit of uniqueness and economy is positively associated with an aesthetic value orientation. 3. The factors of fashion pursuit had a great positive effect on their preference for collaboration type among fashion brands and the factors of uniqueness and pleasure pursuit had a positive effect on the preference for collaboration type with fashion designers and artists. This showed that the pleasure pursuit factor had a positive effect on the collaboration type preference for celebrities. Fashion companies may be able to establish effective merchandising and marketing strategies that fit the characteristics and types of fashion collaboration.

Keywords

References

  1. Aaker, D. A. (1997). Building strong brands. New York: Free Press.
  2. 'Bally collaboration with Saint Martin School'. (2011, March 10). Fashionbiz. Retrieved May 2, 2011, from http://www.fashionbiz.co.kr
  3. Choi, J. I. (2005). A study on clothing shopping tendency and behaviors to purchase snowboard wear of university students. Unpublished master's thesis, Sookmyung Women's University, Seoul.
  4. Choi, J. W., & Chang, M. S. (2010). A study on conspicuous consumption and the purchasing motives, selection criteria, satisfaction of collaborated fashion products. Journal of the Korean Society of Clothing and Textiles, 34(4), 628-641. https://doi.org/10.5850/JKSCT.2010.34.4.628
  5. 'Diesel jeans Online'. Retrieved May 1, 2011, from http://www.dieseljeanssale.org
  6. Fishbein, M. (1963). An investigation of the relationships between beliefs about an object and the attitude toward that object, Human Relations, 16, 233-240. https://doi.org/10.1177/001872676301600302
  7. Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior : An introduction to theory and research. Boston: Addison-Wesley.
  8. 'Funny collaboration YES!'. (2011, April 1). Fashionbiz. Retrieved May 2, 2011, from http://www.fashionchannel.co.kr
  9. 'Hazzys, young artists collaboration', (2011, April 20). Etoday. Retrieved May 2, 2011, from http://www.etoday.co.kr
  10. Hong, W. P., & Hwang, J. S. (2006). Transactions : The actual conditions and characteristics of the fashion enterprises collaborations. Journal of the Korean Society of Clothing and Textiles, 30(7), 1001-1011.
  11. Howell, R. D. (1979). A multivariate examination of a patronage model: The impact of values and lifestyles on shopping orientations. Unpublished doctoral dissertation, University of Arkansas, Fayetteville.
  12. Hwang, S. Y. (2003). A study on the factors affecting consumer's behavior to purchase prestigious brand products. Unpublished master's thesis, Sookmyung Women's University, Seoul.
  13. Jang, N., Hawley, J., & Dickerson, K. (2002). An exploratory investigation of factors influencing apparel product success and failure. Journal of the Textile Institute, 93(2), 100-113.
  14. Jeong, H. S. (2007). Collaboration between of design fields around fashion. Unpublished master's thesis, Yonsei University, Seoul.
  15. Kan, H. S. (2008). A study on the cultural traits of collaboration in the contemporary fashion. Unpublished doctoral dissertation, Sungkyunkwan University, Seoul.
  16. Kang, K. J. (1999). A study of impulse buying and psychological characteristics of college women by their clothing shopping orientation. The International Journal of Costume Culture, 7(4), 625-636.
  17. Kim, H. S. (1992). A studying on consumer's buying attitude about discount sale of fashion retail store. Unpublished master's thesis, Sookmyung Women's University, Seoul.
  18. Kim, J. A. (2006). Gender characteristics and consumption propensity depending on golfers' choice criteria of golf-wear. Journal of the Korean Society for Clothing Industry, 8(6), 655-664.
  19. Kim, J. H. (2009). A study on the type of preference store and recognized environment of clothing store according to characteristics of clothing shopping. Journal of the Korean Society for Clothing Industry, 11(5), 732-740.
  20. Kim, J. S. (2005). Research on consumer attitude of collaboration strategy according to brand image. Unpublished master's thesis, Ewha Womans University, Seoul.
  21. Kim, M. J., & Park, E. K. (2008). A case study of collaboration with designer and brand as trading up. Journal of The Korean Society of Fashion Design, 8(3), 79-94.
  22. Kim, S. H. (2003). Development of conceptual structure and measurement scale for clothing shopping orientation. Unpublished doctoral dissertation, Seoul National University, Seoul.
  23. Kim, S. H. (2010). Complex shopping behavior of economic consumers-Focused on shopping orientation and store selection criteria-. Journal of the Korean Society for Clothing Industry, 12(5), 683-393. https://doi.org/10.5805/KSCI.2010.12.5.683
  24. Kim, S. H., & Rhee, E. Y. (2004). Transactions : A documentary study to determine the concept of clothing shopping orientation. Journal of the Korean Society of Clothing and Textiles, 28(3), 472-482.
  25. Kwon, D. H. (2008). The effects of consumer attitude based on shopping value, fashion brand sensitivity and types of collaboration. Unpublished master's thesis, Sungkyunkwan University, Seoul.
  26. Lee, D. (2008a). Collabornomics. Seoul: Heureum.
  27. Lee, H. J. (2008b). Consumer's attitude on brand collaboration of fashion industry based on brand benefit and complementarity. Unpublished master's thesis, Hanyang University, Seoul.
  28. Lee, J. S. (2010). Shopping orientations and attitudes according to the collaboration of luxury brands and of fast fashion brands. Unpublished master's thesis, Konkuk University, Seoul.
  29. Paik, S. Y. (2000). The effect of adolescents' consumption values on the clothing products evaluation. Unpublished doctoral dissertation, Sookmyung Women's University, Seoul.
  30. Park, E. J. (2002). Korean women's golfwear buying patterns and design preference. Unpublished master's thesis, Kyunghee University, Seoul.
  31. Park, H. J. (1990). A study on fashion preference of the women university students. Unpublished master's thesis, Ewha Womans University, Seoul.
  32. Park, J. K. (2011). Effects of consumer's shopping orientations, brand awareness, and collaboration characteristics on their preferences and purchasing intention of fashion products. Unpublished master's thesis, Dongduk Women's University, Seoul.
  33. 'Prada phone by LG official home page'. Retrieved May 1, 2011, from http://www..pradaphonebylg.co.kr
  34. Rhee, S. C., & Kim, S. H. (2009). Research reports : A study on the collaboration of art and fashion brand -Focusing on 2008 S/S collection-. Journal of the Korean Society of Design Culture, 15(3), 225-233.
  35. Shim, S., & Kotsiopulos, A. (1992). Patronage behavior of apparel shopping: Part 1, Shopping orientation, store attributes, information sources and personal characteristic. Clothing and Textiles Research Journal, 10(2), 48-57. https://doi.org/10.1177/0887302X9201000208
  36. Shin, H. K., & Lee, I. S. (2009). Development of fashion design through collaboration - Focusing on TV dramas and women wear brands. Journal of the Korean Society of Costume, 59(7), 50-64.
  37. Son, J. H. (2009). Impact of brand personality on customer preference and purchase intent : Effect of adjustments to performance and design. Unpublished master's thesis, Hongik University, Seoul.
  38. Thurstone, L. L. (1931). Development of Personality Traits as an Object of College Instruction. The Journal of Business of the University of Chicago, 4(3), 23-35. https://doi.org/10.1086/232197
  39. 'Uniqlo, with Jill Sander'. (2011, January 24). Ebnews. Retrieved May 28, 2011, from http://www.ebn.co.kr.
  40. Westbrook, R. A., & Black, W. C. (1985). A motivation-based shopper typology. Journal of Retailing, 61(spring), 78-103.
  41. Wikipedia. (2011). Collaboration. Wikipedia. Retrieved May 1, 2011, from http://ko.wikipedia.org
  42. Yang, H. Y. (2010). Socio-cultural meanings of the trend of collaboration expressed in contemporary fashion. The Research Journal of the Costume Culture, 18(2), 245-260.
  43. Yeo, W. S. (2001). Marketing Management. Seoul: Sigmapress.
  44. Yoon, S. H. (2008). A study on buying behavior of internet clothing products according to adolescents' shopping orientation. Unpublished master's thesis, Sookmyung Women's University, Seoul.
  45. Yun, J. Y. (2005). The typology of Alliances in fashion business and the attitude toward brand alliance. Unpublished master's thesis, Seoul National University, Seoul.

Cited by

  1. Expression Types and Aesthetic Characteristics of Fashion in Coca-Cola Bottle vol.37, pp.3, 2013, https://doi.org/10.5850/JKSCT.2013.37.3.371
  2. An analysis on the aesthetic collaboration appeared in the artworks of Haute Couture designers in the first half Modernism age of 20th century vol.22, pp.2, 2013, https://doi.org/10.5934/kjhe.2013.22.2.315
  3. Fashion collaboration effects on consumer response and customer equity in global luxury and SPA brand marketing vol.24, pp.3, 2014, https://doi.org/10.1080/21639159.2014.913376
  4. Market Segmentation of Converging New Media Advertising: The Interpretative Approach Based on Consumer Subjectivity vol.15, pp.4, 2014, https://doi.org/10.7472/jksii.2014.15.4.91
  5. Expression Types and Aesthetic Characteristics of Animal Sculptures Art-pieces by Billie Achilleos in Art Collaboration with Louis Vuitton vol.16, pp.2, 2014, https://doi.org/10.5805/SFTI.2014.16.2.196