• 한국의류학회지
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• 제31권2호
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• pp.225-235
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• 2007

The purpose of this study is to grasp the character of consumers and the situation of domestic kidult fashion market. By grasping the distribution of kidult generation and the factors of product-selection based on products images, this research could be a substantial data to kidult associated company product planning and marketers. Subjects for this study were 213 Daegu women from 20 to 30 yearn of age who have high propensity to kidult. The statistical treatment of material used by SPSS 1.0 program consists of frequency analysis, factor analysis, multiple regression analysis, cluster analysis, and t-test. As a results, the characteristics of kidult consumers are classified as six factors. On image toward of kidult fashion goods, there was a significant difference 20 and 30 aged generation. According to fashion goods group, each group recognized on image of fashion products as follow: Group A is 'fancy', group B is 'childish', group C are 'familiarity', group D was recognized as 'fancy' and was identical to A on adjective expression, but was different A on recognition. All consumer characteristics of fun, character, girlish, nostalgia have a significant relation with the recurrence of products selection factor, and its order was character, girlish, nostalgia, and fun.

• 한국정보과학회 언어공학연구회:학술대회논문집(한글 및 한국어 정보처리)
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• 한국정보과학회언어공학연구회 2021년도 제33회 한글 및 한국어 정보처리 학술대회
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• pp.467-472
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• 2021

본 연구는 패션앱 후기글에 나타나는 구매자의 의견에 대한 '평가분석(Evaluation Analysis: EA)'을 수행하여, 이를 기반으로 상품의 검색 및 추천을 수행하는 의류 검색추천 챗봇을 개발하는 LICO 프로젝트의 언어데이터 구축의 일환으로 수행되었다. '평가분석 트리플(EAT)'과 '평가기반요청 쿼드러플(EARQ)'의 구성요소들에 대한 주석작업은, 도메인 특화된 단일형 핵심어휘와 다단어(MWE) 핵심패턴들을 FST 방식으로 구조화하는 DECO-LGG 언어자원에 기반하여 반자동 언어데이터 증강(SSP) 방식을 통해 진행되었다. 이 과정을 통해 20여만 건의 후기글 문서(230만 어절)로 구성된 EVAD 평가주석데이터셋이 생성되었다. 여성의류 도메인의 평가분석을 위한 '평가속성(ASPECT)' 성분으로 14가지 유형이 분류되었고, 각 '평가속성'에 연동된 '평가내용(VALUE)' 쌍으로 전체 35가지의 {ASPECT-VALUE} 카테고리가 분류되었다. 본 연구에서 구축된 EVAD 평가주석 데이터의 성능을 평가한 결과, F1-Score 0.91의 성능 평가를 획득하였으며, 이를 통해 향후 다른 도메인으로의 확장된 적용 가능성이 유효함을 확인하였다.

• 한국의상디자인학회지
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• 제24권2호
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• pp.59-72
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• 2022

The online fashion market in the 21st century has shown rapid growth. Against this backdrop, using consumer activity data to provide customized customer services has emerged as a viable business model that draws attention. Algorithm-based personalized recommendation services are a good example. But their application in fashion products has clear limitations. It is not easy to identify consumers' perceptions of the attributes of fashion, which are various, hard to define, and very sensitive to trends. So there is a need to compile data on consumers' underlying awareness and to carry out defined research to increase the utilization of such services in the fashion industry and further engage consumers. This research aims to classify the attributes and types of fashion products and to identify consumers' perceptions of a given situation where a recommendation service is offered. To find out consumers' perceptions of and satisfaction with recommendation services, an online and mobile survey was conducted on women in their 20s and 30s, a group that uses recommendation services frequently. A total of 455 responses were used for analysis. SPSS 28.0 was used, combined with Conjoint Analysis and multiple regression, to analyze data. The study results could provide insights into a better understanding of recommendation services and be used as basic data for companies to identify consumers' preferences and draw up a detailed strategy for market segmentation.

• 한국의류학회지
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• 제25권4호
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• pp.685-696
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• 2001

The purpose of this study was to establish the marketing strategy, that strengthens the brand royalty of their own in apparel industry and that can induce consumers brand switching against competitive brand. This study was classified into theoretical and experimental study. Experimental study was done, using the survey, to prove the models for consumers responses to brand switching by the theoretical study. It analyzed at last five hundred ninety-two women in the age of twenty to thirty years old who live in Seoul. Followings are the summary of the results revealed through the experimental study. First, brand switching behavior of consumers for formal dress was attributed to two extremes the inner motivation of variety seeking tendency and communication contact, complex variety seeking group, true variety seeking group, derived variety seeking group, and variety avoiding group. Second, the cognition response to marketing communication the types of brand switching shows difference in all communication variables except the service promotion of sales promotion communication. As to attitude response, it was found meaning difference in all communication variables except the sales promotion through price adjustment.

• 대한가정학회지
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• 제26권3호
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• pp.1-12
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• 1988

The objectives of the study were two folds. The first objective was to determine the dimensions of the evaluative criteria of various clothing items (underwear, pajamas, jeans, blouse, two-piece, coat). The second objective was to compare the importance of the dimensions according to the clothing items and the socioeconomic status of the subjects. The questionnaires were administered to college female students living in Seoul. Principal component factor analysis with varimax rotation and ANOVA were used for the analysis. The results were as follows; 1) The evaluative criteria dimensions were found to be different according to clothing items. (1) In underwear, pajamas, jeans, evaluative criteria were classified into Aesthetic dimension, economic dimension and Functional dimension. (2) In blouse, two-piece, coat, evaluative criteria were classified into Aesthetic dimension and practical dimension. 2) there were partially significant differences in placing importance on each evaluative criteria dimension between socio-economic groups. (1) In jeans, there was a significant difference in placing importance on Aesthetic dimension between socioeconomic status groups. (2) In blouse and two-piece there was a significant difference in placing importance on Practical dimension between socioeconomic status groups.

• 패션비즈니스
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• 제11권5호
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• pp.64-78
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• 2007

The main findings are as follows: First, both male and female group, image display was showed higher scores than the product display in the dimensions of 'interest' and 'impression, and the product display presented higher scores than the image display in the dimensions of 'information'. Second, in the dimensions of 'interest', more interest was demonstrated in image display for both male and female consumer group irrelevant to clothing shopping values. The pleasure pursuit consumer group of male and female presented more interest toward the both types of window display. Third, in the dimensions of 'information', the product display had more effect for both sex groups and the pleasure pursuit consumer group was seeking more information than the others groups through the window display. Fourth, in the dimensions of 'impression', the image display formed stronger impression and image for both male and female consumer group and the pleasure pursuit group showed higher score of impression formation than the other two groups.

• 복식문화연구
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• 제10권5호
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• pp.493-503
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• 2002

This study examined consumer characteristics and consumers' clothing purchase behavior for each of the four fashion brand types. The ultimate purpose of this study is to suggest the most effective marketing strategy for competitive advantage in fashion brand strategy. The subjects selected for the final analysis are 412 women of age 20 thru 34 in Seoul and areas. The data were analyzed using frequency, percentage, factor analysis, chi-square test, ANOVA, duncan test. The results of our study indicate that it is possible to meaningfully describe and contrast four brand types based on consumer's characteristics and purchase behavior. 1. The clothing brand is classified into four types : Designer brand 10.9%, National brand 27.2%, Middle-price brand 36.2%, Low-price brand 25.7%. 2. There are significant diferences according to four brand types in the demographic traits such as age education and income the average monthly spending on clothing. 3. There are an important discrimination according to tow brand types in their clothing purchase behavior such as information usage, clothing choice criterion and brand choice motivation. 4. Based on the result of this analysis and the review of literature, the brand strategy is suggested that characteristic and products development is efficient way to each brand consumers' purchase need. Therefore each brand which pursue an added value must frame marketing strategy on the basis of the target consumers' sensitivity characteristic according to the fashion consciousness.

• 한국의류학회지
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• 제29권9_10호
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• pp.1285-1294
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• 2005

This study was fulfilled in the purpose of proposing construction strategies of Internet shopping-mall through the analysis of consumer moving line in Internet shopping-mall. This study was executed in two stages: theoretical study, qualitative study. In the theoretical study, hypothetical Internet shopping behavior model were constructed. Five internet shopping behavior types of apparel : purchase, searching purchase, prepurchase deliberation, information accumulation, opinion leadership and recreation were constructed. Next, consumer decision process were extracted from previous studies and a hypothetical internet shopping behavior model was constructed on the base of consumer decision process and Internet shopping behavior types. And then, through the qualitative study, Internet shopping behavior types were identified and hypothetical model was confirmed after adjustment. For qualitative study, 30 subjects were sampled by focus sampling and investigated by in-depth interview and observation. Seven internet shopping behavior types of apparel were found by the qualitative study: cautious purchase by price comparison, searching purchase, special low price purchase, impulse purchase, prepurchase deliberation, information accumulation and recreation-oriented. On the base of these behavior types, Internet shopping behavior model was adjusted and completed. Finally, according to the results of this study, Internet shopping construction methods that made customer's loyalty high and marketing strategy of Internet shopping-mall were proposed.

• 한국의류학회지
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• 제32권10호
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• pp.1497-1508
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• 2008

The objective of this study is to identify the types of relationship quality of department store fashion consumers. This study also aims to look at if consumers form different type of relationship quality with various relation partners. In this study, qualitative research was conducted on 25 female consumers to come to a comprehensive and in-depth understanding of fashion consumers' diverse loyal relationships. Fashion consumer's relationship quality consisted of 'self attachment', 'symbolic', 'trust', 'intimacy', 'compensational bind', and 'habitual alternative'. 6 relationship quality dimensions were distinguished according to each dimension's emotional involvement level and conscious activeness level of consumers. While self attachment was classified as emotional and active relationship quality, compensational bind and habitual alternative were typical relationship quality types of fashion store loyalty such as department store loyalty, thus classified as inertial and cognitive relationship quality type. This study might provide a useful direction to apparel brands and retailers in finding out which relationship quality type is more effective for differentiated marketing strategies.

• 한국의류학회지
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• 제24권6호
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• pp.907-917
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• 2000

Although interest in the potential and actual usage of the Internet as a transaction medium is increasing, the market for fashion merchandise on the Internet in Korea has yet to take off. As the Internet environment is expected to bring about a transformation of conventional consumer buying behavior, the purpose of this exploratory research is to investigate the buying behavior of fashion products on the Internet to identify relevant concepts and generate hypotheses for further empirical research. The research methods selected for the study were observation and in-depth interview. Twelve subjects who had purchased fashion products on the Internet were selected and interviewed. Those who could not participate in face-to-face in-depth interviews because of the geographic locations were interviewed on-line. The results are as follows: First, subjects went through the stages of shopping motivation stage, site choice behavior stage, in-site behavior stage, and postpurchase behavior stage. Second, a model was extracted for each shopping stage, and a final model was completed based on comparisons with the participants processes. The information content of each phase was discussed. Finally, each participant was classified using their purchasing process, revealing six possible mixed usage patterns of the Internet marketing system and the traditional marketing system.