• Proceedings of the Costume Culture Conference
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• 2003.09a
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• pp.114-115
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• 2003

본 연구는 패션 주얼리를 이용하는 소비자특성(과시소비, 패션리더, 상표충성도, 물질주의)과 주얼리 소비자들의 구매행동을 알아보는 데 그 목적이 있다. 연구의 대상은 서울과 서울근교에 거주하는 20대에서 50대까지 성인여성 중에 On-line(TV 홈쇼핑, 인터넷쇼핑, 카달로그쇼핑)과 Off-line (백화점, 대형할인점, 프랜차이즈 주얼리 브랜드상점, 동네 주얼리 상점)의 패션 주얼리 점포를 통해 패션 주얼리를 구입해 본적이 있는 성인 여성만을 선택하였다. (중략)

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.11
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• pp.1485-1497
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• 2005

The purpose of this study was to define the mutual relationship between the explanatory variables of brand loyalty and consumer's fashion luxury brand loyalty, and ultimately to show a path model of fashion luxury brand loyalty. Especially this was focused on the relationship among social risk perception, symbolism involvement, marketer leading information search, and continuing brand loyalty. In the empirical study, a questionnaire was developed through the literature search and a survey was conducted both in on-line and off-line questionnaire simultaneously. Finally 291 data from males and females who had a buying experience of luxury brand goods were analyzed. The result showed the 4 significant paths of fashion luxury brand loyalty existed, such as social risk perception$\rightarrow$symbolism involvement, social risk perception$\rightarrow$marketer leading information search, symbolism involvement$\rightarrow$continuing brand loyalty, marketer leading information search$\rightarrow$continuing brand loyalty. And the explanatory factor which has the strongest influencing power to continuing brand loyalty was symbolism involvement. The powers of social risk perception and marketer leading information search to continuing brand loyalty were weaker than symbolism involvement. The findings of this study are expected to contribute to develop a theory on the consumer's loyalty to fashion luxury goods and marketing strategies for enhancing the brand loyalty.

• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.6
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• pp.787-798
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• 2000

This study intended to investigate the benefits sought in 2(i s female formal wear and the clothing behaviors of 20's working women segmented by the benefits of female apparel and to provide marketing strategy on the segmented market. The subject of this study were 605 working women in their 20's living in seoul, and survey based on references and formal studies was used. The results of data analysis are as follows: 1. The factor structures of the benefit sought in clothing products were classified into symbolismㆍaesthetics, and practicality. 2. Consumer groups were segmented into four groups by the benefit factors sought in clothing products. 3. Product involvement, fashion involvement, information search and brand loyalty were proven significantly different among the segmented consumer groups. Demographic variables and purchasing traits such as subjective social class, average monthly expenditure on clothing, and usage of fashion credit card or credit cards were proven to significantly different among the segmented consumer groups.

• Journal of Global Scholars of Marketing Science
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• v.13
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• pp.71-88
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• 2004

Although the factors that affect the width of latitude of price acceptance is well documented, the attempt to develop a practice-oriented methodology to calibrate the region of price insensitivity (i.e., a latitude of price acceptance) for a given individual brand has been relatively rare. The researcher aims to try to full this gap by developing a conjoint analysis-based procedure that can be applied to many industries. Furthermore, we examine the difference in the latitude of price acceptance between on- and off-line transaction in stock industry in Korea. The conjoint analysis-based procedure was applied to measure the disaggregate price response curve for individual stock investment both on- and off line transaction channel. The curves from the samples enable us to estimate the individual choice probabilities corresponding to applied price points. Using t-test the differences in mean choice probabilities between the list price and another price point were tested, through which we can get the latitude of price acceptance for a given brand in stock market. These procedures were tested in on- and off-line stock market in South Korea. The results showed that investors on off-line channel have wider latitudes of price acceptance than the investors on on-line transaction system.

• Journal of Korean Home Economics Education Association
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• v.23 no.2
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• pp.1-16
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• 2011

This study investigates the relationship between the purchasing behavior for hair-care products and the attitude toward hair-care products by adolescents. A total of 412 middle and high school students located in Seoul and Gyunggi-do province participated in this research. SPSS 12.0 for Windows Program was utilized for statistical analysis. As a result, the hair concerns and the satisfaction of adolescents as well as their attitudes towards hair-care products were significantly affected by gender, school level, and educational experiences. Female high school students with some degree of educational experiences had a more rational and brand-oriented attitude. Students having a higher rational and brand-oriented attitude bought hair-care products in regards to the quality of the product and environmental impact. On the other hand, those having a conspicuous and fashion pursuit attitude showed an image and fashion concern purchasing behavior. Adolescents usually purchased styling and dyeing products at a cosmetic specialty store and hair-care cleaning products from a discount store. They obtained the information about hair-care products from relatives, personal experiences, and TV advertisements.

• The Research Journal of the Costume Culture
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• v.3 no.2
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• pp.449-459
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• 1995

The purpose of this study was to classify the dimension of clothing involvement, to identify the relationship between clothing involvement and brand loyalty by demographical characteristics. The results of the study were as follow. 1. General clothing involvement consisted of one dimension. 2. Clothing involvement is positively related to brand loyalty. The higher clothing involvement group had the higher brand loyalty. 3. There were is significant relationships among clothing involvement, brand loyalty and customer buying behavior such as expense and frequency of purchase. The expense and frequency of purchase were positively related to the higher clothing involvement group and the higher brand loyalty. 4. There were significant relationship between demographic characteristics and clothing involvement, between demographic characteristics and brand loyalty.

• Journal of the Korean Society of Costume
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• v.51 no.3
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• pp.19-31
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• 2001

The purpose of this study was to construct fashion banner advertising strategy. For this purpose, the following hypotheses were set up : (a) analyze the present state of the fashion banner advertising, (b) examine whether it is any difference of the fashion banner advertising by their demographic variables, media using groups, clothing involvement and brand loyalty. A sample of 553 people in the age group 16-34s living in Seoul were selected from internet users. The data were analysed with Frequency, Percentage, ANOVA. Duncan test by using SPSS Package. The results of this research were as follows : First, fashion banner advertising took the first step. there was small in number. Second, it was found that the attitude of fashion banner advertising had some difference depending on their demographic variables, media usage groups, clothing involvement and brand royalty. Female in lower age groups were greater interests in illustrated/inquisitive fashion banner advertising. And high involvement groups preferred the fashion banner advertising.

• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.1
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• pp.237-247
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• 1997

The purpose of this study was 1) to explain integrated clothing brand loyalty by investigating the dimensions, 2) to investigate relationships between brand loyalty and clothing importance, aesthetic aspects of clothing, modesty, status symbol of clothing and authoritarian personality, 3) to identify the effects of demographic variables on clothing brand loyalty. The subjects were 104 female living in Kyong-Ju, Korea. The data were collected using self -administered questionnaires and analyzed by factor analysis, frequency, correlation, step- wise multiple regression and ANOVA. The results showed that 1) four dimensions of clothing brand loyalty were identified through the factor analysis: continued brand loyalty, habitual brand loyalty, symbolic brand loyalty and committed brand loyalty, 2) the status symbol of clothing, aesthetic aspects of clothing, and authoritarian personality were positively related to brand loyalty. Among these, the status symbol of clothing was the most significant variable, 3) brand loyalty was not varied by demographic variables.

• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.8
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• pp.1187-1196
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• 2000

본 연구는 노년층 남성과 여성의 의복행동에 대한 신체이미지와 자아존중의 관계를 알아보는 것으로 구체적인 목적은 첫째, 노년층 남성과 여성의 신체이미지와 의복행동과의 관계를 알아보고, 둘째, 자아존중과 의복행동과의 관계를 알아보며, 끝으로 의복행동에 대한 신체이미지와 자아존중과의 관계에 있어서 남녀간의 차이점과 유사점을 규명하는 것이다. 조사대상은 나이 55세 이상의 미국 남부와 거주하는 남성과 여성으로 302부의 설문지를 배부하여 108부를 자료분석에 이용하였다. 신체이미지는 신체 18부분에 대한 만족도로 측정하였고, 자아존중은 Rosenberg의 자아존중 척도를 사용하였으며, 의복행동은 의복태도, 유행의견선도력, 쇼핑에 대한 만족, 상점충성도, 의복비 지출을 포함하였다. 결과로 남녀 노년층에게 있어 신체만족도는 대부분의 의복행동과 상관 관계가 있었으며 유행선도력과 상표충성도에 대한 상관관계가 있어서만 남녀간 유의한 차이가 있었다. 또한 자아존중은 남녀 모두에게 있어 대부분의 의복행동과 상관관계가 있었으며 유행선도력과의 관계에서만 남녀간 유의한 차이가 있는 것으로 나타났다.

• Journal of the Korean Society of Clothing and Textiles
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• v.20 no.3
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• pp.502-511
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• 1996

While much research on brand loyalty have been conducted until now, little has been challenged to integrate the results of previous (studies and how the brand loyalty is developed. The purpose of this study was to) suggest and test the model of clothing brand loyalty formation via consideration of all related variables simultaneously using the LISREL. The subjects were 505 male and female college graduates or higher white collar workers in their twenties and thirties living in Seoul, Korea. The data were collected by self- administered questionnaires. The results showed that consumer knowledge, product involvement, and perceived risk are positively related to information search. However, the influence of perceived risk on information search is statistically insignificant. Product involvement is also positively related to consumer satisfaction. Information search and consumer satisfaction are positively related to brand loyalty, respectively. In conclusion, consumer knowledge, product involvement, and perceived risk have positive influences on brand loyalty through the mediating variables of information search and consumer satisfaction.