• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.7
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• pp.1137-1148
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• 2008

The purposes of this study were to investigate the differences in clothing consumption behaviors among female consumer groups in their twenties and to understand the type of consumer group pursuing fast fashion. Questionnaire survey was conducted to 230 female consumers residing in Seoul and Kyung Gi area from June 18 to 29 in 2007, and 178 were used for data analysis. Data analysis were conducted with SPSS 12 program on the reliability test, factor analysis, cluster analysis, correlation analysis, ANOVA, Duncan's multiple range test. Factors analyses were employed for the attitude toward fashion and shopping, and shopping motives. Four factors were formulated for the attitude toward fashion: interest in fashion, fashion-orientation, fashion leadership and fashion conformity. Six factors for the attitude toward shopping were found: information searching, shopping enjoyment, store patronage, impulse buying, brand-orientation and convenience. Buying motives for fashion goods were classified into 3 factors: for matching & occasion, to-be-in-fashion and for necessity. Four clusters were identified based on the attitude toward fashion: the fashion-interested, the fashion-indifferent, fashion leaders and the individuality-oriented. Among the groups, significant differences were found in information searching, shopping enjoyment and store patronage. Fashion leaders tended to spend more for expensive and up-to-dated fashion items, and for higher quantity than other groups. Consequently fashion leaders showed attractive customer characteristics for the fast fashion companies.

• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.8
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• pp.1406-1416
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• 1997

The purpose of this study is to find out an efficient way to utilize clothes. It will be pro- environmental effort besides enhancing clothing life. The study is based on a survey of daily clothing practices. Questionnaire is distributed to female college students who are majoring clothing, textiles, and/or home economics and their parents (n=254). ANOVA, Scheffe test, 1-test and regression are pursued respectively. The main results are as follows: 1. Students, mothers and fathers possess 50.3, 49.9, 45.4 unit clothes, respectively. Mothers possess more formal suits while students possess more casual clothes than the others. The possession pattern is affected by socio-economic variables such as income and purchasing price. 2. In the unused rate of clothes, students'(10.2%) and mothers'(9.7%) rate are significantly higher than that of fathers (6.9%). The unused rate and using efficiency of clothes are affected by socio-economic variables: income and age for unused rate; age and purchasing price for using efficiency. 3. The most important reason for unused clothes is found to be design and color of the clothes. Long years of possessing and change of fashion are the next important reasons. 4. Most of respondents are highly conscious of recycling their clothes. Most of them are willing to donate their clothes to others, re·use or exchange them with the others.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.2
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• pp.77-84
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• 2015

According to a recent survey, the sales amount of luxuries and imitations is getting larger. Especially young consumers in 2,30's have a strong desire to own luxuries, so I tried to build a theoretical base on the 20's consuming trend. Meanwhile, targeting university students who represent consumers in 20's, I investigated the recognition of luxuries, shopping experience, main shopping items, monthly spending money, and future purchase intention. I also investigated shopping experience of imitation, main shopping items, purchase reasons, and future purchase intention. I tried to suggest lots of academic and practical implications in marketing strategy building of luxury brand, aiming young consumers in 20's. On the social-psychological view point, young generation have relatively weak sense of control or self-efficacy. So, they are easily submerged in conspicuous consumption by the atmosphere around. As a result of empirical research, I found that Korean students recognized luxuries as excellent in quality, or the world famous brand. In particular, statistically significant gender difference was shown in the luxuries characteristics as the high-quality brand for male students and the world famous brand for female students. Most respondents have experience buying luxuries. And more monthly spending money, more experience they have. Respondents' purchased items were in order of fashion goods, clothing, watches/jewelry, cosmetics/perfume. And the statistically significant differences between gender and monthly spending money were shown. Not many respondents purchased luxuries imitations, and main purchased items were fashion goods. Most of purchase motives are price over quality and economy reason. The phenomena that the respondents of relatively high levels of monthly spending money had lots of luxuries imitations shopping experiences is interesting. Female students showed higher purchase intention for luxuries and imitations than male students. There was no statistically significant difference in grade level, but was found something interesting in monthly spending money. As monthly spending money increased, the purchase intention of luxuries increased, but the purchase intention of luxuries imitations decreased. However, non-linear trend was shown in the specific allowance level. This is replicate of the luxuries imitations purchase experience. Following studies will be needed for the exact interpretation for this. This study is an exploratory and descriptive, but can provide lots of fruitful academic and practical implications in formulating luxuries marketing strategies.

• Journal of Fashion Business
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• v.23 no.1
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• pp.74-88
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• 2019

The purpose of this study is to explore university students' Hanbok rental behavior and to examine factors that influence their intention to rent Hanbok. Questionnaires were distributed in Universities in the Seoul metropolitan area, and the final 202 responses were used for data analysis. For data analysis, descriptive statistics, factor analysis, cluster analysis, t-tests, and multiple regressions analysis were used. Sixty-one percent of those who have experienced Hanbok rental said they rented Hanboks to experience tourism and 22 percent said they rented Hanboks to take pictures, and the main rental places are tourist attractions such as Jeonju Hanok Village. Respondents indicated that the design and color of Hanbok were important product attributes when they consider renting a Hanbok. They also indicated that the opinions of other users posted on the Internet/Social Network were their main source of information for Hanbok rental. The result of cluster analysis showed that there were two groups of Hanbok rental consumers based on clothing consumption values: novelty-seeking group and practicality-seeking group. The two groups were different in terms of few factors of the benefit sought of Hanbok rental, product attributes, and information sources. Regression analysis revealed that traditional culture perception, purpose-built Hanbok pursuit benefit, pragmatic pursuit benefit, attitude toward Hanbok, and the previous Hanbok rental experience significantly affected respondents' intention to rent Hanbok. Based on the results, this study summarizes the key features of each group and provides suggestion for developing strategic marketing activities.