Browse > Article
http://dx.doi.org/10.7741/rjcc.2016.24.1.067

Clothing behavior and attitudes of Indonesian consumers in their 20s~30s toward Korean fashion brands  

Na, Sung-Min (Dept. of Clothing & Textiles, Hanyang University)
Lee, Kyu-Hye (Dept. of Clothing & Textiles, Hanyang University)
Publication Information
The Research Journal of the Costume Culture / v.24, no.1, 2016 , pp. 67-78 More about this Journal
Abstract
The Indonesian population is estimated at 250 million and ranked as the world's fourth-largest. It is also one of the world's largest Muslim nations. Seventy percent of the population of Indonesia is young consumers in their 20s and 30s. In additions, Indonesian consumers have recently developed a great interest in fashion in general and Korean fashion in particular. This paper addresses issues related to young Indonesian consumers' clothing behavior in terms of clothing image, clothing style, body image, clothing and attitudes toward Korean fashion brands. The survey method was used as a primary research instrument. All measurements were adapted from the existing scales from previous studies. A total of 172 questionnaires were used for the final statistical analysis. Empirical results showed that Indonesian consumers' preferences regarding clothing image were new, casual, humorous, futuristic, soft, interesting and active. In terms of style, Indonesian consumers scored high in their preferences of casual and classic styles. With regard to body image, Indonesian consumers have significant concern for their appearance and body, but at the same time they are more satisfied with their body shape. More than half of the respondents had experience in purchasing Korean fashion products. Indonesian consumers recognized the clothing image of Korean fashion brands as new, futuristic, and hi-tech. Furthermore, they perceive the clothing style of Korean fashion brands as casual, feminine, and sexy. Korean fashion brand purchase intension was significantly influenced by recognition and preference of Korean fashion brand.
Keywords
Indonesian consumers; clothing image; style preference; attitudes toward Korean fashion brand;
Citations & Related Records
Times Cited By KSCI : 6  (Citation Analysis)
연도 인용수 순위
1 Al-Sulaiti, K. I., & Baker, M. J. (1998). Country of origin effects: A literature review. Marketing Intelligence & Planning, 16(3), 150-199. doi:10.1108/02634509810217309   DOI
2 Arli, D., Cherrier, H., & Tjiptono, F. (2016). God blesses those who wear Prada: Exploring the impact of religiousness on attitudes toward luxury among the youth of Indonesia. Marketing Intelligence & Planning, 34(1), 61-79. doi:10.1108/MIP-12-2014-0232   DOI
3 Badaoui, K., Lebrun, A. M., & Bouchet, P. (2012). Clothing style, music, and media influences on adolescents' brand consumption behavior. Psychology & Marketing, 29(8), 568-582. doi:10.1002/mar.20544   DOI
4 Brown, T. A., Cash, T. F., & Mikulka, P. J. (1990). Attitudinal body-image assessment: Factor analysis of the body-self relations questionnaire. Journal of Personality Assessment, 55(1/2), 135-144. doi:10.1080/00223891.1990.9674053   DOI
5 Cash, T. F., & Green, G. K. (1986). Body weight and body image among college women: Perception, cognition, and affect. Journal of Personality Assessment, 50(2), 290-301. doi:10.1207/s15327752jpa5002_15   DOI
6 Cash, T. F., & Pruzinsky, T. E. (1990). Body images: Development, deviance, and change. New York:Guilford Press.
7 Chen, Q., Li, J., Liu, Z., Lu, G., Bi, X., & Wang, B. (2013). Measuring clothing image similarity with bundled features. International Journal of Clothing Science and Technology, 25(2), 119-130. doi:10.1108/09556221311298619   DOI
8 Cho, Y. J., & Lee, Y. R. (2007). Attitude toward fashion cultural products and purchase intention: A comparison of American, Japanese, and Chinese who visited Korea. Journal of the Korean Society of Costume, 57(10), 74-86.
9 Cho, Y. J., Lee, Y. R., & Kim, H. Y. (2009). The effect of country image, attitudes toward a country, and purchase emotion on purchase intention of fashion products with Korean images: Focusing on Korean female consumers. Journal of the Korean Society of Costume, 59(10), 111-123.
10 Cui, Y. H., & Choo, H. J. (2013). Effects if Chinse consumers' ethnocentrism and animosity on brand attitude. Journal of the Korean Society of Clothing and Textiles, 37(7), 894-906. doi:10.5850/JKSCT.2013.37.7.894   DOI
11 Dunkel, T. M., Davidson, D., & Qurashi, S. (2010). Body satisfaction and pressure to be thin in younger and older Muslim and non-Muslim women: The role of Western and non-Western dress preferences. Body Image, 7(1), 56-65. doi:10.1016/j.bodyim.2009.10.003   DOI
12 Dyer, A., Borgmann, E., Feldmann Jr, R. E., Kleindienst, N., Priebe, K., Bohus, M., & Vocks, S. (2013). Body image disturbance in patients with borderline personality disorder: Impact of eating disorders and perceived childhood sexual abuse. Body Image, 10(2), 220-225. doi:10.1016/j.bodyim.2012.12.007   DOI
13 Ha, C. Y., Koh, A. R., & Chung, M. S. (2005). Female adolescents' clothing behavior and hair style attitude as related to sensation seeking and body image. Journal of the Korean Society of Clothing and Textiles, 29(5), 715-726.
14 Kim, K. K., Lee, K. S., & Chung, M. S. (2001). The effects of multiple body image on clothing behavior. Journal of the Korean Society of Clothing and Textiles, 25(2), 358-365.
15 Kim, H. J., & Jeon, J. S. (2013). Indonesian studies in Korea: The continuing external expansion, the deepening internal separation. Asia Review, 3(1), 73-108.   DOI
16 Kim, J.-S., & Song, M.-J. (2007). The impression effect on clothing styles and make-up types of woman in her twenties. The Research Journal of the Costume Culture, 15(5), 863-874.   DOI
17 Kim, K., Ko, E., Lee, M. A., Mattila, P., & Kim, K. H. (2014). Fashion collaboration effects on consumer response and customer equity in global luxury and SPA brand marketing. Journal of Global Scholars of Marketing Science: Bridging Asia and the World, 24(3), 350-364. doi:10.1080/21639159.2014.913376   DOI
18 Kown, Y. J., Hong, B.-S., Seo, S. W., & Cho, M.-A. (2009). The effects of the attributes of Korean celebrity advertising models on Chinese consumer's intention to purchase Korean fashion brands. Journal of the Korean Society of Clothing and Textiles, 33(3), 477-488.   DOI
19 Lee, M. H., & Kim, H. J. (1997). A study on image preference of clothing styles and self-image. Journal of the Korean Society of Costume, 33, 41-53.
20 Lim, H.-J., Lee, J.-W., & Kim, M. Y. (2013). The effect of Korean national image on Chinese female college student's attitude towards Korean fashion. Journal of the Korean Society of Clothing and Textiles, 37(4), 439-451. doi:10.5850/JKSCT.2013.37.4.439   DOI
21 Mussap, A. J. (2009). Acculturation, body image, and eating behaviours in Muslim-Australian women. Health & Place, 15(2), 532-539. doi:10.1016/j.healthplace.2008.08.008   DOI
22 Ryoo, S.-H., & Ryu, J.-E. (2001). The effects of women's clothing styles on the impression formation: Focusing on the characteristics of the perceiver. The Research Journal of the Costume Culture, 9(4), 639-651.
23 Odoms-Young, A. (2008). Factors that influence body image representations of black Muslim women. Social Science & Medicine, 66(12), 2573-2584. doi:10.1016/j.socscimed.2008.02.008   DOI
24 Park, K. S. (2013). 쇼핑몰 천국 자카르타의 두 얼굴 [The two faces of Jakarta, shopping mall heaven]. Chindia Plus, 83, 41.
25 Pew Research Center. (2015, April 2). The future of world religions: Population growth projections, 2010-2050. Retrieved December 5, 2015, from http://www.pewforum.org/2015/04/02/religious-projections-2010-2050
26 Sadikin, B. G., & Kirkland, R. (2015, June). Pushing to build Asia's biggest bank. McKinsey & Company, Retrieved December 5, 2015. from http://www.mckinsey.com/global-themes/leadership/pushing-to-build-asias-biggest-bank
27 Shim, J. H., & Yeoun, M. H. (2007). A study on image preferences of fashion product according to personality and body-cathexis: Focused on middle-aged women between 35 and 59 years old. Journal of Korean Society of Design Science, 20(3), 5-14.
28 Trisia, M. A., Osozawa, K., & Bai, H. (2016). How to feed 311 million of Indonesian people by 2050? Advancing local food adaptation and food security Policy. KnE Life Sciences, 3(3), 184-189. doi:10.18502/kls.v3i3.417   DOI
29 Tylka, T. L., & Wood-Barcalow, N. L. (2015). What is and what is not positive body image? Conceptual foundations and construct definition. Body Image, 14, 118-129. doi:10.1016/j.bodyim.2015.04.001   DOI
30 Yeom, I.-K., & Kim, M.-S. (2004). Actual images and pursued images and purchase behavior for clothing as determined by self-image. The Research Journal of the Costume Culture, 12(1), 90-103.
31 Yoo, K.-S. (1996). T-shirt color preferences and appearance satisfaction related to extroversion. Journal of the Korean Society of Costume, 28, 75-86.
32 Youn, S.-Y., & Lee, K.-H. (2012). Acculturation, cultural orientation, and clothing involvement of international students in Korea. Journal of the Korean Society of Clothing and Textiles, 36(6), 641-652. doi:10.5850/JKSCT.2012.36.6.641   DOI