• 한국콘텐츠학회논문지
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• 제10권5호
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• pp.173-184
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• 2010

현재 중국인들의 생활수준은 점점 향상하고 있으며 최근에 한국에 유학하러 오는 중국학생도 증가하고 있는 시점에서 이들의 의복관여도에 따른 브랜드애착 및 브랜드충성도간의 차이를 알아보는 연구는 의미가 있을 것으로 판단된다. 본 연구에서는 부산에 거주하는 중국 유학생들을 대상으로 이들이 패션제품에 대한 의복관여도 요인이 브랜드애착과 브랜드충성도에 어떠한 영향을 주는가를 밝혀보고자 한다. 조사결과는 다음과 같다. 1. 의복관여도 요인으로는 유행성, 인상향상, 계획성, 무관심, 그리고 선택성 5가지 요인이 도출되었으며, 브랜드 애착 요인으로는 브랜드 과시, 브랜드 중시, 브랜드 자부심 3가지 요인이 도출되었다. 2. 의복관여도 요인들은 브랜드 애착 요인에 긍정적 영향을 미치며, 브랜드 애착은 브랜드 충성도에 유의한 영향을 미치는 것으로 나타났다. 3. 의복관여도는 브랜드 애착을 경유하여 간접적으로 브랜드 충성도에 유의한 영향을 미치는 것으로 나타났다.

• 복식
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• 제52권3호
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• pp.99-109
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• 2002

The purpose of 7his study was to understand the characteristic of involvement which affect to consumers of fashion market, and at the viewpoint of complex style, this involvement is consists of clothing involvement, advertising involvement and situation involvement, also by verifying the consumers reaction to clothing advertising effect process. It analyzed at last six hundred eighteen women in the age of twenty to thirty yearn old who live in Seoul. SPSS package were used to analyze the gathered data. Frequency, percentage, fator analysis. ANOVA. duncan test, correlation analysis. The results of this study can be summarized as follows : First, The clothing involvement was the highest Involvement of fashion consumers and it showed high correlation among clothing involvement, advertising involvement, situation involvement. Second, Depends on the nature of involvement, involvement group is divided as the most involvement, high involvement, low Involvement and the most lowest involvement groups. Third, Involvement and advertising effect showed highly difference, and the higher involvement group has high perceptive process and memory progress, friendly attitude process, and purchasing intention is high.

• 감성과학
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• 제9권4호
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• pp.331-339
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• 2006

영상매체에 등장하는 PPL광고가 실제 소비자인 시청자들에게 미치는 영향에 대하여 대학생들을 대상으로 조사하였다. PPL에 대한 인식의 차이를 조사하고 그 차이가 유행관여도과 어떤 관계가 있으며, 또 이것은 실제소비로 어떻게 이어지는지 조사하였다 대학생 189명을 대상으로 PPL인식도, TV나 영화에서 배우가 입은 의복 구매여부, 구매만족도, 유행관여도, PPL이 소비자의 의복 구매에 미치는 영향 등에 대해 조사하였다. 유행관여도를 기준으로 고저의 두 집단으로 나누어 이에 따라 분석한 결과, 유행에 민감하고 유행 관여가 높은 학생일수록 PPL광고에 등장하는 의복에 주목하고 있었으며 PPL광고에 사용된 브랜드 중에서 기억하는 브랜드 수가 많았다. 유행관여도 저집단은 의복구매시에 또래의 스타일, 주변의 충고 등을 많이 참고하는 반면에, 유행관여도 고집단은 패션잡지와 PPL의복을 많이 참고하고 있었다. 또 PPL 의복을 관심 있게 보는 학생이 실제로 스타 옷을 많이 구입하고 있었다 PPL로 인한 의복구매 영향력이 크다고 인식하고 있을수록 해당 브랜드, 기업, 제품의 선호도가 긍정적으로 변경되었다고 답하였다. 유행관여도가 클수록 기업의 선호도가 긍정적으로 변경되었다고 답하였다.

• 한국의류학회지
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• 제32권12호
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• pp.1857-1865
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• 2008

본 연구는 미국여대생 클럽의 신입회원 선택시 정규회원들의 개인특성이 어떻게 지원자들에 대한 첫인상형성과 선택결정에 관련되는지를 조사하는데 있다. 문헌조사를 통해서 여대생 클럽회원의 첫인상형성과 선택결정 에 관련될 것으로 기대되는 개인특성 변수로는 물질주의성향, 패션의복관여도와 의복의 자아 근접성이 선정되었다. 이외에 회원들의 클럽소속기간, 클럽활동 참여수준, 그리고 클럽만족도가 부가변수로 조사되었다. 연구대상은 미국여대생 클럽에 소속된 회원 140명이었고 설문지를 이용해 자료를 수집하였다. 자료는 요인분석, 상관관계, 부분상관관계와 ANOVA를 이용해 분석하였다. 의복의 자아근접성은 요인분석결과 의복의 개인성격 반영성향과 타인의식과 사회수용을 위한 의복사용성향의 두 요인으로 나눠졌다. 지원자의 의복과 외모를 근거로 선택평가를 하는 경향은 회원들의 클럽소속기간, 클럽활동 참여수준, 그리고 클럽만족도와는 유의한 상관이 나타나지 않았다. 그러나 지원자들의 의복과 외모를 근거로 한 선택경향은 참여자들의 개인특성과 유의한 상관관계를 보였다. 물질주의성향과 패션의복관여도가 높을수록 참여자들은 회원지원자들의 선택여부를 그들의 의복과 외모에 따라서 결정을 하는 경향이 있었다. 또한 회원지원자들의 의복과 외모를 기준으로 한 선택경향은 참여자들의 의복의 자아근접성이 높을수록 두드러지게 나타났다. 즉, 의복이 본인의 개인성격을 반영한다고 믿는 참여자들과 타인의식과 사회수용을 위해서 의복을 선택하는 경향이 있는 참여자들은 클럽회원 지원자들의 선택여부를 그들의 의복과 외모에 따라서 결정을 하는 경향이 높은 것으로 판정되었다. 일반적으로 타인의 의복과 외모를 근거로 첫인상을 형성하는 경향이 높은 참여자들은 클럽의 신입회원 선택시에도 지원자들의 의복과 외모를 중요시하는 것으로 나타났다. 부분상관관계를 통해 다른 변수의 역할도 조사하였다.

• 한국의류학회지
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• 제29권1호
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• pp.68-78
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• 2005

The purpose of this study was to examine the women consumers' clothing consumption value and involvement according to size of the city. 538 females living in Seoul(large city) and Jecheon(small city) were surveyed for this study. For data analysis, factor analysis, t-test, and regression were used. For clothing consumption value, five factors of value were founded and labeled as functional, emotional, epistemic, social and conditional value. Three factors of clothing involvement were also identified as clothing/fashion, symbolism and reasonability involvement. Size of the city influenced total clothing consumption value and involvement. Also, size of the city influenced clothing consumption value and involvement factors. When the cities were divided into two groups(large and small city), they showed different clothing consumption values and involvements according to the demographic variables.

• 한국의상디자인학회지
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• 제9권1호
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• pp.221-234
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• 2007

The purposes of this study were to identify the effect of clothing involvement and shopping orientations on the usage of information sources and to investigate the differences of clothing involvement, shopping orientation and clothing purchasing behavior according to the types of information source usage. The study subjects comprised 302 females living in Seoul. The datas were analyzed with factor analysis, regression, ANOVA, discriminant analysis, and $x^2$-test. The results generated from this study are as follows: First, clothing involvement and shopping orientation factors influenced the usage of information source. Among the clothing involvement factors, fashion/clothing involvement was the most important factor to the types of information source. Second, according to usage of information sources, female consumers were classified into four groups, such as active, nonpersonal, personal, and non-active information source usage group. Fashion/clothing involvement was the most significant involvement factor to divide four groups. Third, among the demographic variables, only age was the useful factor which can differ the usage of information source. For example, 30s' were more active than other groups, on the other hand 50s' use personal information source more than other groups. Therefore, marketer should blow consumer's clothing involvement and shopping orientation which are effective to the usage of information source, and use this knowledge on the advertising and marketing plan.

• 한국의류학회지
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• 제28권11호
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• pp.1372-1383
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• 2004

The purpose of this study was to analyze the differences in cosmetic purchase behavior according to clothing involvement, age, and face satisfaction. Subjects of this study were the females in Seoul and Kyonggi, who were 20's and 40$.$50's. Questionnaire was used as major method of gathering data. The data were collected from Sep. to Oct., 2003 and analyzed by using SPSS 10.0 with various techniques such as the factor analysis, reliability analysis, mean, percentage, cluster analysis, ANOYA, Duncan test, t-test. Cronbach's $\alpha$ and X$^2$-test. The results of this study were as follows: 1. The cosmetic purchase behaviors were categorized in 4 different factors by the factor analysis;'fashion pursuit' purchase, 'conspicuous pursuit' purchase, 'brand pursuit' purchase and 'rational pursuit' purchase. 2. The consumers were classified into four groups by clothing involvement; 'high clothing involvement' group, 'low fashion involvement' group, 'middle clothing involvement' group and 'low clothing involvement' group. 3.'High clothing involvement' group was the highest in 'fashion pursuit' and 'conspicuous pursuit' purchase factors, 'Low fashion involvement' group was the lowest in 'fashion pursuit' purchase factor. Conclusionally, 'fashion pursuit' and 'conspicuous pursuit' purchase behaviors were setting more aggressive as clothing involvement was getting higher. 4. The differences in cosmetic purchase behavior according to the age revealed that 40'$.$50s' basic cosmetic purchase behavior was more 'brand pursuit' oriented than 20's. 5. The result of differences in cosmetics purchase behavior according to the face satisfaction was no noticeable difference.

• 한국의류학회지
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• 제28권7호
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• pp.892-903
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• 2004

The purpose of this study was to analyze the differences in make-up behavior according to clothing involvement, age, and face satisfaction. Subjects of is study were the females in Seoul and Kyonggi, who were 20s and 40 $.$ 50s. Questionnaire was used as major method of gathering data. The data were collected from Sep. to Oct. in 2003 and analyzed by using SPSS 10.0 with various techniques such as the factor analysis, mean, percentage, cluster analysis, ANOVA, Duncan test, 1-test, Cronbach＇s $\alpha$, and $\chi$$^2$-test. The results of this study were as follows: 1. The consumers were classified into four categories by clothing involvement; high clothing involvement group, low fashion involvement group, middle clothing involvement group, low clothing involvement group. 2. The differences in make-up behavior according to the clothing involvement showed that make-up behavior was getting more aggressive as clothing involvement was getting higher. And generally Korean females thought the make-up was important. 3. The differences in make-up behavior according to the age revealed that 20s＇ make-up behavior was fashion oriented more than 40ㆍ50s, and 40ㆍ50s＇ make-up behavior was that they were taking a serious viewer than 20s＇ in interpersonal relationship oriented make-up behavior. 4. The result of differences in make-up behavior according to the face satisfaction was that no noticeable difference was found depending on the face satisfaction. This study revealed that the differences in make-up behavior according to clothing involvement and age were found and suggested that the cosmetic market segmentation could depend on clothing involvement market and two age group market such as younger and elder than 40ㆍ50s.

• 대한가정학회지
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• 제44권4호
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• pp.65-74
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• 2006

The purpose of this study was to identify the relationship between shopping value and clothing shopping orientation according to clothing involvement. The study subjdects comprised 298 females living in Seoul. The data were analyzed with factor analysis, correlation, t-test, cluster analysis and regression analysis. Clothing involvement, shopping value and clothing shopping orientation consisted of various factors. Clothing involvement influenced various shopping values and orientations. According to three clothing involvement factors, women were classified into two clusters(: high and low involvement groups). In the two groups, there was an intimate relationship between shopping value and shopping orientation, while there were significant differences in shopping value, clothing shopping orientation, and clothing purchasing behavior. In addition, shopping value have influenced shopping orientations and clothing purchasing behavior, while shopping orientations influenced clothing purchasing behavior. As a result, the successful marketer should know the consumer's clothing involvement and shopping value as well as clothing shopping orientation.

• 한국의류학회지
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• 제31권9_10
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• pp.1396-1407
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• 2007

The purpose of this study was to identify the effect of clothing involvement, store and brand loyalty orientation on the information search behavior. The study subjects comprised 298 females living in Seoul and Kyung-gi area. The data were analyzed with factor analysis, regression, cluster analysis, ANOVA and correlation analysis. Clothing involvement and information search behavior consisted of various factors. Clothing involvement, store and brand loyalty influenced information search behavior. Fashion and clothing involvement was the most important factor which influenced all loyalty and information search behavior(i.e. brand and store loyalty, personal and nonpersonal information search behavior). According to store and brand loyalty factors, female consumers classified into three groups : low loyalty, brand loyalty and store loyalty group. Three groups showed different clothing involvement, information search, clothing purchasing behavior and demographic variables. Therefore, loyalty orientation is the important factor which can describe the consumer behavior more effectively.