• Journal of the Korean Society of Costume
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• v.52 no.4
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• pp.141-154
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• 2002

The purpose of this study was to define 'sponsorship' as a kind of advertising tool, and to describe its effects on consumer brand attitude and actual purchase behavior. From previous research results, clothing sponsorship was defined as 'indirect advertisement', which has common ad traits as well as the uncommon ad traits, such as indirectness, emotional affinity, and symbolism. Results from empirical research using 1,227 data collected in Seoul and Kyounggi Areas were as follows ; (1) Television drama clothing sponsorship was proved to have effects on brand image, emotional & rational brand attitudes, decision making process, and actual purchase behavior. (2) Each of drama clothing sponsorship factors, such as 'drama', 'role', and 'actress', had different effects on brand memory and attitudes. (3) Consumer decision making process initiated by drama clothing sponsorship followed two different processes, which were called 'rational' and 'heuristic'. The rational process followed every steps of EKB model, which explained consumer's rational shopping, but heuristic model was closer to emotional and impulsive shopping.

• Journal of the Korean Society of Costume
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• v.52 no.1
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• pp.37-52
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• 2002

The purpose of this study was to investigate influential factors on the buying intention and the impulse buying of discount store apparel. Data were collected by randomly surveys and the subject was married women. SPSS PC+8.0 was used to analyze the data. The factors to influence on the buying intention of discount store apparel were perceived money value, store image, brand familarity, differentiated needs, perceived risk, perceived quality, voluntary performance. It was found that perceived money value affected buying intension and that perceived quality affected the satisfaction after buying. The factors to influence on impulse buying of discount store apparel were environmental stimulus, useful stimulus, emotional stimulus, situational stimulus of consumer. The relationship between factors of impulse buying and influenced factors of buying intention was that store image affected useful stimulus and differentiated needs affected emotional stimulus.

• Fashion & Textile Research Journal
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• v.19 no.2
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• pp.180-193
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• 2017

The increase use of smartphones has paved the way for quick dissemination of online information. This has a huge influence on consumers' purchase decision making and the formation of a company's image. As such, this study focuses on product review from mobile beauty applications(apps); in particular, the perceived information authenticity. The purpose is as follows. First, to examine if there is any difference in perceived information authenticity based on the types of product review. Second, to analyze how perceived information authenticity influences brand attitude, purchase intention, and electronic word of mouth(e-WOM) intention. The study targets consumers in their 20s and 30s who have experience buying a product via a mobile beauty app. Three hundred responses are analyzed using SPSS 21.0 and AMOS 18.0. The results reveal that, first of all, consumers derive higher perceived information authenticity from a multi-facet review rather than a double-facet review. Second, among the traits of perceived information authenticity, only a brand's perceived reliability has a significant influence on brand attitude. Third, this brand attitude has a positive influence on purchase intention and e-WOM intention. In conclusion, these findings can serve as an important discussion point for companies developing a mobile beauty app, drawing attention to perceived information authenticity, based on the types of product review.

• Fashion & Textile Research Journal
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• v.19 no.6
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• pp.723-735
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• 2017

The explosive growth rates in sales of climbing clothes-centered outdoor wear has slowed; however, athleisure wear worn while enjoying sports activities is still popular. This research study investigated differences between pursuing benefits of athleisure clothing and purchase intentions of athleisure clothing according to lifestyles, targeting male and female consumers aged 20s-50s. Analytic research data was statistically processed with the use of SPSS 18.0. The factor analysis and reliability analysis, multiple-regression analysis and t-test analysis and descriptive statistics were conducted. The study analyzed the results of pursuing benefits of athleisure clothing according to lifestyle. The study results showed that fashion oriented, health oriented, and sociability oriented factors had significant effects on youth and fashion; however, rational consumption, leisure orientation, sociability orientation, and value oriented factors showed significant effects on everyday clothing functionality. Health orientation and leisure orientation factors also exerted significant effects on comfort; in addition, the factors of fashion oriented, value oriented, rational consumption, and health orientation also had significant effects on ideal body image. This study investigated purchase intentions for athleisure clothing according to lifestyles. The study results revealed that fashion oriented, leisure oriented, private life centered, and health oriented factors also showed significant effects on purchase intentions for athleisure clothing.

• Fashion & Textile Research Journal
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• v.15 no.4
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• pp.533-542
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• 2013

Fashion products are frequently purchased on impulse and are also one of the most popular product categories sold online. Online environment attributes can facilitate flow experiences that are described as an optimal psychological state reached during an engagement in activities (e.g., games and e-shopping). This study estimated the path model to examine the causal relationships among shopping mall attributes, flow, e-impulse buying, and consumer satisfaction for fashion products. A total of 598 usable questionnaires were obtained from college students who had purchased fashion products through the Internet. Data were analyzed by exploratory factor analysis, confirmatory factor analysis, and path analysis using SPSS 18.0 and AMOS 18.0. The results showed that e-shopping mall attributes (visual attributes and product attributes) significantly influenced e-impulse buying (fashion-oriented impulse buying and promotion-oriented impulse buying) which was mediated by the consumer flow experience and then influenced by consumer satisfaction. In the path model, the flow was stimulated by shopping mall attributes, the e-impulse buying was influenced by flow, and the consumer satisfaction was influenced by e-impulse buying. Flow was the most highly related to the fashion-oriented impulse buying, and followed by the relationship of the flow and promotion-oriented impulse buying in the context of e-shopping for fashion products. A managerial implication was discussed for fashion product e-retailers to develop strategies on visual attributes and product attributes that could stimulate and increase the consumer flow to trigger impulse buying as well as consumer satisfaction.

• Journal of Fashion Business
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• v.21 no.4
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• pp.73-89
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• 2017

This research aimed to identify the characteristics of outdoor apparel market for new seniors. To achieve this goal, influence of new seniors' lifestyle and apparel purchase criteria of design preferences of outdoor apparel products were investigated. An online-survey was conducted targeting fifties who have bought outdoor apparel within one year. The collected data were carried out for factor analysis, independent sample T-test, and regression analysis by using SPSS 22.0. Results showed that new seniors' lifestyles were composed of appearance-orientation, well-being diet, well-being exercise, self-development, and challenge-orientation. Purchase criteria of outdoor apparels were factored out as practical, aesthetic, and social. Appearance -orientation and self-development affect aesthetic and social factors. Well-being diet influences all factors of purchase criteria. Challenge -orientation has effect only on social factor. Women favored round-and V-neckline more than men did as well as preferred half and 3/4 long for sleeve. Customers who value practical purchase criteria preferred half-sleeve, zipper, and button-closure designs. In contrast, customers who have aesthetic purchase criteria like round/V-neckline and cap sleeve. Social factor affected high neckline and vivid-tone color preference significantly. As outdoor design for new senior it is critical to introduce differentiation of outdoor brand with various designs combining functionalities of outdoor activities and style looking young and dandy, which is highlighted as trendy and casual, over current outdoor apparels' unified design.

• Fashion & Textile Research Journal
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• v.19 no.4
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• pp.448-467
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• 2017

Attention to living lifestyle shops covering with the wide product range including household items, interior decoration, and bedding have recently increased since consumers have been improving their standard of living and income levels and they are getting more interested in up-to-date trends of global living lifestyles. The purpose of this study is first, to analyze the market situation of living lifestyle shops using the case study method and second, to investigate consumer's store usage behavior, product purchase motives, and attitudes to the living lifestyle shops using the empirical study method. For an empirical study, the survey was conducted with 20s to 50s female respondents who have visited living lifestyle shops and a total of 227 responses were analyzed using SPSS 18.0. The results of this study were as follows. The most frequently visit store was MUJI and most of respondents tended to visit the store once a month and their interest and purchase items were household items. Only impulsive purchase motives among other motives of living lifestyle shops, such as others-oriented, situational, and reasonable motives, significantly had a positive effect on store attitudes toward living lifestyle shops. There were differences in purchasing items at living lifestyle shops depending on marriage status and occupation. Purchase motives of living lifestyle products were statistically influenced by demographic factors such as age, marriage status and income level, however store attitudes were not. The managerial implications for living lifestyle shops are discussed limitations and areas for future research as well.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.1
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• pp.54-65
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• 2004

The purpose of this study was to identify the impact of fashion life styles of TV-home shoppers on their fashion goods purchasings. This study analyzed TV home shoppers grouped into clusters based on their fashion life styles and identified their product-related evaluative criteria and purchasing intention according to clusters. This study also analyzed whether there are differences in clusters according to their socio-economic status. Utilizing the convenient sampling method, the sample of the study is composed of women aged over 20 living in the Seoul metropolitan area. Of 380 distributed, 196 useful questionnaires were returned. The data were analyzed using factor analysis, cluster analysis, $\chi$$^2$analysis, and One-way ANOVA. The results are as follows: Regarding fashion life styles, 5 factors, 1) fashion leadership, 2) shopping-involvement, 3) fashion image, 4) economics and 5) anti-fashion attitude were obtained. Based on the factor scores, 4 clusters, 1) aesthetic-orientation, 2) economics and fashion innovation-orientation, 3) conspicuous consumption-orientation and 4) anti-fashion attitude, were identified. Regarding the product-related evaluative criteria, there were significant differences in price, fashionability, design, size, brand reliability, refund policy, and appearances when worn according to clusters. There were also significant differences in purchasing intention when purchasing low price products and fashion items such as under wears, night and home wears, suits, leather and fur clothes, purse and bags, and shoes. Regarding the socio-econmic status, age, marital status, and occupation were significantly different according to clusters.

• Journal of Fashion Business
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• v.25 no.3
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• pp.17-35
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• 2021

The purpose of this study was to analyze the different consumption patterns of fashion products according to the demographic characteristics and religious variables of Muslim women in Indonesia. The research method consisted of a questionnaire, which surveyed Muslim women in Indonesia, whose ages ranged from teens to 40s. The final questionnaire made use of 301 responses, and the analysis methods included 𝛘²-testing, factor analysis, and ANOVA. The results of this survey are as follows: For differences in average monthly clothing purchase costs, there were significant differences according to age, monthly income, final education, and whether or not the respondent wore a hijab, but there was also significant difference according to marital status and religious faithfulness. Muslim women's clothing purchasing factors were practicality, visibility, fit-to-wear, and design. In terms of the differences in factors which were considered when purchasing clothing, they depended on whether or not the respondent was married, practicality and visibility according to age, visibility according to final education, and religious faithfulness. There were significant differences in practicality and visibility, but not according to monthly income. When accounting for the differences in the places where Muslim women bought fashion products, there were significant differences according to marital status and age. In terms of the differences in reasons for choosing a place of purchase, there were significant differences according to age, monthly income, final education, and the degree of hijab wearing.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.5
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• pp.891-906
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• 2023

The essence of fashion brands' marketing with metaverse-based virtual spaces is to capture more potential consumers and boost the sales of companies' virtual and physical products. However, existing research has not fully addressed customer responses and behavioral outcomes regarding fashion virtual brand spaces. This study uses flow theory to address this gap and explores the factors that lead to the flow experience in virtual brand spaces. It also establishes the causal relationships between the flow experience, satisfaction with virtual spaces, the intention to purchase virtual products, and the intention to purchase actual products. We chose "Ralph Lauren World" of Ralph Lauren on Zepeto as the virtual brand space for this study and analyzed 239 valid data sets. We tested the hypotheses using structural equation modeling and bootstrapping for the mediation analyses. The findings indicate that the flow experience in virtual brand spaces positively and indirectly affects the purchase intention of virtual products via satisfaction with virtual brand spaces. In addition, virtual space satisfaction had an indirect, positive effect on actual product purchase intention through virtual product purchase intention. The research emphasizes that the purchase intention of virtual and actual products has a positive causal relationship.