• 한국의류학회지
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• 제18권5호
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• pp.704-715
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• 1994

본 연구는 원산지 표시 (country-of-origin)가 미국 소비자의 한국산 의류상품 평가와 제품 이미지 (product image)에 비치는 영향을 고찰하기 위하여 소비자 특성과 원산지 표시의 영향, 의류 상품의 제품이미지와의 관계를 집중 분석하였다. 미국 전역의 성인을 무작위 추출하여 설문지를 우편으로 발송 회수하여 284부의 설문지가 자료분석에 포함되었다. 본 연구 결과에 의하면 미국 소비자들은 한국과 중국, 한국산 의류제품과 중국간 의류제품의 차이를 거의 느끼지 않는 것으로 나타났다. 미국 소비자들은 한국산 의류와 중국산 의류는 모두 저가의 위신성이 낮고 대량 생산되어 부분처리가 떨어지는 평범한 제품이라고 인식라고 있었다. 한국산 의류는 유행색의 사용이나 유행성에서는 많이 뒤떨어지지 않으나, 위신성과 부분처리에서 특히 낮게 평가를 받았다. 라이프스타일, 점포유형에 따른 쇼핑빈도, 성별, 교육정도, 소득수준, 인종에 따른 제품 이미지 의 차이는 없는 것으로 나타났으나, 연령, 결혼여부, 직업에 따른 차이는 유의하였다. 50세 미만의 연령층이 50세 이상치 연령층보다, 결혼한 사람이 걸혼하지 않은 사람보다(독신, 이혼 등) 좀 더 긍정적인 제품이미지를 가지고 있는 것으로 나타났다. 또한, 다른 직업을 가진 사람들보다는 전업주부의 제품이미지가 더 긍정적이었다. 의류제품이 다주 어떤 제품보다도 한국을 대표하는 상품으로 나타나서, 한국산 의류제품의 이미지 향상은 섬유업계만의 문제가 아니라, 다른 산업계와 정부, 단체가 모두 힘을 모아서 노력하여야 할 과제임을 시사하였다.

• 한국의류산업학회지
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• 제1권3호
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• pp.210-217
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• 1999

• 한국의류학회지
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• 제24권5호
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• pp.663-674
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• 2000

The purpose of this study was (1) to examine the preference for apparel brands and country of origin, (2) to evaluate the brand equity for domestic and imported apparels as perceived by Korean and American consumers, and (3) to analyze the effects of country of origin and brand equity on consumers' apparel purchase behavior. The sample included 151 Korean and 114 American consumers. The data were collected from respondents by using the mall-intercept method. In addition, the path analysis based on multiple regression analysis was applied to analyze the data. The major findings in this study were as followings; (1) Both of all Korean and US consumers preferred domestic apparel brands to imported brands but the latter preferred apparels made in home country to the former comparatively, (2) Korean consumers evaluated more favorably the brand equity for imported apparels than that for domestic apparels, but American consumers were quite the reverse, (3) To Korean consumers, the direct variable to influence the purchase intention of apparels was the perceived quality and indirect variables were the brand equity and country of origin. On the other hand, to American consumers, the perceived quality and the brand equity for domestics apparel had directly influence on the purchase intention and the brand equity for imported apparels did indirectly. Finally, implications for managerial and marketing strategies were discussed in regard to building an international apparel brand equity and improving exports with high quality apparels.

• Asia Marketing Journal
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• 제10권2호
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• pp.71-98
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• 2008

원산지 관련 연구는 오랫동안 마케팅과 국제경영 분야에서 연구되어 왔다. 최근 원산지 관련 연구는 급속도로 글로벌화 되어 가는 기업환경을 반영하여 원산지 효과의 존재를 입증 및 분석하고자 하는 연구흐름과 원산지 효과의 발생과정을 설명하고자 하는 연구흐름으로 분화 및 발전해왔다. 본 연구는 최근 단순한 원가절감 차원을 넘어서 브랜드 자체와 브랜드원산지의 경쟁력을 제고시키는 전략적 수단으로 활용되고 있는 제조원산지의 선택과 관련된 기업 활동의 효과를 설명하고자 하였다. 이를 위해 제조원산지와 브랜드원산지를 긍정조합 및 부정조합으로 구분하여 원산지효과를 검증하였으며, 이 과정에서 소비자의 동기성향(조절초점)이 갖는 조절효과를 살펴보았다. 연구 결과 긍정적인 원산지의 조합(예컨대, 일본에서 생산된 프랑스 브랜드 오디오)의 경우가 부정적인 조합(예컨대, 중국에서 생산된 독일 브랜드 의류)의 경우보다 호의적인 반응을 유발함으로써 제조국 원산지효과가 있음이 확인 되었다. 또한 개인의 동기성향이 제품에 대한 메시지의 내용과 일치할 때 제품에 대한 평가가 좋아지는 조절적 적합성(regulatory fit) 효과가 존재한다는 것도 확인 되었다. 끝으로 동기성향의 조절효과를 보았을 때, 긍정적인 원산지 조합에서는 개인의 동기성향에 따라 제품평가가 달라져 조절효과를 입증할 수 있었으나, 부정적인 원산지 조합에서는 동기성향의 조절효과가 태도 부분에서만 부분 지지되고 품질지각과 구매의도 부분에서는 지지되지 않아서 동기성향의 조절효과가 존재한다는 점을 부분적으로만 확인할 수 있었다. 연구결과를 토대로 기업이 제조원산지를 결정할 때 고려할 요소와 이미 제조원산지가 결정된 상황에서 보다 효과적인 마케팅 전략을 수립하기 위한 시사점을 제시하였다.

• 한국의류학회지
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• 제44권1호
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• pp.33-52
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• 2020

Some consumers question the safety of imported fashion products. We examine the effects of the use of an ecolabel, product category, and country of origin on consumer responses such as perceived physical risk, attitude towards a product, subjective norm, and intention to purchase imported fashion products. A sample of 508 adults in their 30s to 40s participated in online survey experiments. The survey experiments used 2 (the use of the ecolabel vs no label) × 4 (country of origin: China, Dominican Republic, Norway, and the United States) between-subjects and 4 (product category: men/women's wear, children's wear, underwear, and accessories) within-sub-jects factorial design. A total of 32 product-catalog images (stimuli) and eight versions of the questionnaire were developed. The use of the ecolabel is identified as having a significantly lower perceived physical risk than the no-label. The consumers' perceived physical risk also differs depending on product category and country of origin. Consumers perceive a higher physical risk about children's wear and underwear than other product categories as well as fashion products sourced from developing countries than from developed countries. The reduction of physical risk is found to facilitate consumers' purchase decision-making process.

• 패션비즈니스
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• 제27권3호
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• pp.63-74
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• 2023

As "Made in Korea" has high branding power in the fashion industry, domestic clothing manufacturers also need to consider branding the country of origin. Therefore, the purpose of this study was to reconsider the need for a domestic certification system and suggest a direction by analyzing apparel origin certification systems operating overseas. The results of this study could be used for planning certification standards and operating methods suitable for regional characteristics and industrial environments when establishing a certification system for clothing produced in Korea. The case study subjects were Japan's J∞ Quality, USA's Made in New York, Italy's 100% Made in Italy, and France's Origin France Guarantee has been classified as certification criteria related to the country of origin include items related to the production process rate in the region and the production area for each production process/stream. Manufacturing technology and design are used for quality standards, safety, hygiene compliance, production facilities, and quality control and are applied to working environment standards. The certification system selects and operates standards according to each country's industrial environment, certification subject, and purpose. Therefore, when designing a domestic apparel certification system, a feasible promotion plan should be established that considers the current state of the domestic industry, which will serve as a driving force for the growth of the apparel manufacturing industry and an opportunity to increase the trust of global fashion consumers.

• 한국의류학회지
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• 제31권7호
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• pp.1085-1096
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• 2007

Globalization of market has put considerable research activities in cosmopolitism and nationalism. In addition, consumer's perception of product's country of origin is widely regarded as an important influence on their shopping behavior. The objective of this paper is to investigate the joint effect of cosmopolitanism and nationalism on shopping orientation and awareness of the country of origin of fashion products among Korean young consumers. Data from 471 young Korean consumers were analyzed. According to the cosmopolitanism/nationalism measure, respondents were segmented into three groups: global, local and glocal group. Results indicated that global and glocal consumers value symbolic and non-conforming aspects of fashion product shopping and were more interested in country of origin of products than local consumers. Global consumers showed higher level of foreign product preference than local and glocal consumers. Some managerial implication for marketing practitioners was suggested.

• 한국의류학회지
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• 제21권2호
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• pp.357-367
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• 1997

The success of apparel goods mainly depends on the purchase behavior of end use consumers. The decision making processes of apparel merchandise are very complicated according to the many information cues available to the consumers. The country-of-origin is one of the extrinsic cues to affect the consumers 'decision. To study the effect of country -of-origin, the Polo style knit shirts were chosen as stimuli to the male and the female subjects (total 527) aged from 18 to 35. The identical nine shirts (3 countries$\times$3 levels of price) were carefully manipulated for the treatments. The three countries labelled are Italy as industrialized country, China as less developed one, and Korea. In addition to the country-of -origin, the prices of the shirts were exposed to the respondents. The price levels were 14,000 won for the low, 39,000 won for the moderate, and 64,000 won for the high price level. The findings were as follows: 1) As price was increased, the perceived value and purchase intention were decresed. Price was not statistically significant to perceived quality, but it was significant to perceived value and willingness to buy. 2) The merchandise of "Made in Italy" was evaluated higher than those of "Made in Korea" and "Made in China" The country-of-origin had statistically significant influences on the perceived quality, perceived value and also willingness to buy. 3) The interaction between the two factors, country-of-origin and price, was not observed.n and price, was not observed.

• 복식
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• 제59권6호
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• pp.41-57
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• 2009

Evaluations of fashion products are often influenced by consumers' knowledge of the country where the products were made in. As globalization progresses, country-of-origin information is widely regarded as a powerful cue on consumers' shopping behavior. The purpose of study was to examine the consumer evaluation of apparel products with uni-national or bi-national country of origin. The effect of price level and gender were also investigated. The empirical research design took 2${\times}$2 factorial design with the country-of-origin coincidence (uni-national vs. bi-national) and price (high vs. low) of gender (male vs. female). Consumers' ethnocentrism and country-of-origin interest were taken into account as covariates in the factorial design. The consumers' evaluation of fashion products was measured in terms of brand attitudes and product attitudes. Data from 514 respondents were analyzed with t-test, one-way ANOVA, two-way ANOVA, and ANCOVA. Results of this study affirmed the importance of price information rather than country-of-origin coincidence in brand attitudes and product attitudes. Only for male consumers, interaction effects of price and country-of-origin coincidence had significant eflects on utilitarian attitude. Effects of two covariate variables included in the study were significant for female respondents but not for male respondents.

• 한국의류학회지
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• 제28권6호
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• pp.723-733
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• 2004

This study was designed to find out the effects of country-of-origin and price on the perceived quality, perceived value and purchase willingness of t-shirt products. This study will allow marketers to find the target consumers and to choose both the suitable country -of -origin and the reasonable selling price. This study was based on theoretical and empirical methods. For the empirical methodology, 3${\times}$3 between subjects factorial design with country-of-origin (U.S.A. vs. Korea vs. China) and price(high price vs. middle price vs. low price) was used. The nine types surveys by country-of-origin and price were transmitted to 960 undergraduate and graduate school students in Seoul. A total of 912 questionnaires were used in the final statistical analyses using factor analysis, MANOVA, Duncan test, and Tukey test. The results of this study were as follows: First, in the case of the perceived quality, participants evaluated t-shirt products better when the origin is U.S.A. followed by Korea and China in the order. Second, price affected the perceived value and purchase willingness. In the perceived value and purchase willingness, low priced t-shirt products were evaluated higher than the middle and high priced ones. Third, in the perceived quality, high priced Korean t-shirt products were evaluated lower than high and middle priced American t-shin products. In the perceived value, low priced Chinese t-shirt products were evaluated lower than middle priced Korean t-shirt products. In the purchase willingness, low priced American and low priced Korean t-shirt products and middle priced Korean t-shirt products were evaluated higher than all priced Chinese t-shirt products.