• Journal of the Korean Society of Costume
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• v.57 no.2 s.111
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• pp.172-189
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• 2007

The purpose of this study was to identify the characteristics of ambivalent consumption appeared in the purchase behavior of apparel products by the 4Ps element of marketing mix and to clarify the relation between consumption value and clothing involvement that were the antecedent variable. Among the 4Ps element of marketing mix, brand was selected in the exterior criteria of products, and fashionability was selected in the internal criteria of products. Meanwhile, it was considered that there were no objects of conflicted or ambivalent criteria in the element of promotion. Finally, brand, fashionability, price, place, etc. were selected as the elements of marketing. A self-administered questionnaire was distributed to 550 subjects from Jun, 8th, 2006 to Jun, 22nd, 2006; 507 were used for the data analysis. The results from data analysis were following: firstly, it was identified that ambivalent consumption showed up, as the result from measuring the individual conflicting consumption by elements. Brand was the highest in the frequency of ambivalent consumption among the elements of marketing mix, and price, place, and fashionability were followed. Secondly, by product characteristics, the frequency of ambivalent consumption of casual shirt, group II, was lower than that of mountain climbing jacket, group III, in the brand element and the price element. Thirdly, as the results from conducting factorial analysis to consumption value, it had 5 dimensions, which were practical value, distinguishable/aesthetic value, conspicuous value, social/confirmative value, and enjoyable value. Also clothing involvement was classified into 4 dimensions of emotion, fashionability, symbolic and brand involvement in the result from conducting the factorial analysis to clothing involvement. Fourthly, the mean of ambivalent consuming group by each element was highest among that of other consuming groups in all the dimensions. Fifthly, ambivalent consuming group had the highest mean among other consuming groups in all the dimension of clothing involvement, such as emotion, fashionability, and symbolic by each element of marketing mix, and it means that overall, ambivalent consuming group is highly involved in all the dimension of clothing involvement.

• Fashion & Textile Research Journal
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• v.6 no.4
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• pp.467-474
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• 2004

The purpose of this study was to identify egocentrism, self-consciousness, and body cathexis between Boys' and Girls' high school students. It helps us to understand them. Also we investigated the correlation between psychological characteristics and clothing behavior of high school students. The questionnaire were administered to 630 boys' and girls' high school students living in Jinju, Gyeongnam, and the data were analyzed by Frequency, Factor Analysis, Pearson's Product Moment Correlation, ANOVA, Multiple Regression Analysis and Duncan test. Egocentrism of high school boys and girls showed middle levels of mean and distribution, and sympathy was the highest at coeducation high School whereas a sense of justice was the highest at boys' high school. Self-consciousness was high level at both boys' and girls' high school, but public self-consciousness was higher than personal one. Both of them were higher in girls' than in boys'. Also body satisfaction was a little high and boys satisfied with their faces, busts, and whole body more than girls. There were significant differences among dressing for others, clothing interest, psychological dependence, exhibition except conformity. Girls have dressing for others, clothing interest, and exhibition more than boys. There were significant positive correlations among dressing for others, clothing interest, psychological dependence, and conformity whereas exhibition was negatively related to clothing behavior. Public self-consciousness, appearance, and popularity were the most influential variables to dressing for others. Also gender was proved to be one of the most influencing factors on students' clothing behavior.

• Journal of the Korean Society of Clothing and Textiles
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• v.13 no.4
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• pp.347-356
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• 1989

The purpose of this study was to investigate the relationships between personality traits and clothing behavior of the normal and disabled females, and to find out the difference in clothing behavior of the two groups. Questionaires for clothing behavior were chosen from the items which had been used in previous studies, and the items were selected on the basis of Cronbach's Alpha Reliability Coefficient. Clothing behavior was composed of four variables: aesthetics; comfort; modesty; and satisfaction. For measurement of 3 personality traits (emotional stability, sociability, and superiority), a portion of 'Personality Inventory' b) Sangro Lee, Changjin Byeon, and Wuigyo Jin was used. Samples were 286 females in Seoul, of whom 110 were normal high school girls, 86 were norma1 college women, 41 were disabled high school girls, and 49 were disabled college women. The data were analyzed using F-test, F-test, and correlation coefficient. The results of the study were the followings: 1. There were meaningful relationships between personality traits and clothing behavior 1) Stability had negative relations to aesthetics and modesty and positive relation to satisfaction. In the case of the normal, stability had no relation to comfort, but in the case of the disabled, it had positive relation to comfort. 2) The sociability had positive relations to aesthetics and satisfaction. 3) The superiority had negative relation to modesty, it had positive relation to satisfaction. The superiority of the normal had negative relation to comfort, whereas the superiority of the disabled had positive relation to comfort. 2. There was a difference in the clothing aesthetics between the normal and the disabled. 3. In case of the normal, college women regarded comfort less important than high school girls. In case of the disabled, college women regarded comfort more important than high school girls. 4. In upper class, there was no difference on the clothing comfort between the normal and the disabled. But there was difference on comfort between the normal and the disabled in low class.

• Journal of the Korean Society of Costume
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• v.51 no.1
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• pp.119-128
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• 2001

This study gives information for the enterprise to map out a positive marketing strategy and facilitate a new product development by researching and analyzing the specific character of the high income woman-brackets. In order to do that, based upon the materials of the National Statistical office, I made a selection of the high income brackets, subdividing their scholastic ability into four serfs. The subject of the study was the women from twenties to sixties among customers of a high class dress shop in Taejeon. I made up 600 questionnaires for them. using 441 of these for the statistical analysis and making available the correlation analysis, the primary factor analysis, and $X^2$-test. This study is classified into the type of women customers purchasing clothes who are the high-income brackets. Intended to study a special quality of purchasing according to income. 1. The purchasing manner of the high-income brackets customers is exposed the luxurious vain purchasing manner, the rational reasonable manner, and idiosyncrasy individual manner in order 1) The consumer of the high-income brackets in general prefer to a high class clothes. In the contrast, low-income brackets prefer to rational reasonable consumption in spending money on clothes. 2) The favorite consumption manner of the high income brackets is the luxurious vain purchasing manner. This consumption values the more symbolic means the things show than owing the goods. 2. The higher standard of education and younger tends to be high in the luxurious, vain purchasing. 3. The unreasonable purchasing show an high irrelation at the impulse buying arid self-satisfaction. 4. Self-satisfaction shows the highest interrelation than any other variations in the concern of clothes. 5. The symbolic images which exerts an influence upon purchasing manner are the notable elements of constituting as growing older. 6. The high standard of education prefers to the rational resonable purchasing, but on the other hand shows a high rate at the unreasonable individual purchasing manner.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.4 s.152
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• pp.644-654
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• 2006

The purpose of this study is 1) to analyze the clothing purchasing behavior according to gender 2) to analyze the characteristics provided by the fashion on-line community, 3) to analyze the effects of the fashion on-line community characteristics to community commitment and brand loyalty. As for data collection, on-line survey was conducted for the fashion online community members in 'daum' portal site and total 404 volumes were used for the study analysis. Data were analyzed by descriptive statistics, $x^2-test$, factor analysis, regression analysis by utilizing the SPSS 10.0 program. The results of this study were as follow: First, it was found that characteristics of fashion on-line community are three factors of 'interactivity', 'information provision' and 'interest provision'. Second, as the analysis result of the effects of the fashion on-line community characteristics to the community commitment and brand loyalty, the more 'interactivity' and 'interest provision', the higher 'behavioral commitment' and at this time brand loyalty was high. The higher 'interactivity', 'interest provision' and 'information provision', the higher attitudinal commitment and brand loyalty. In addition, the more 'information provision' and 'interest provision' were, the more it positively influenced brand loyalty. It is considered that this study will help fashion enterprises establish an on-line community strategy to induce brand loyalty by analyzing the community utilization pattern of fashion on-line community members.

• Archives of design research
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• v.11 no.1
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• pp.259-268
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• 1998

Ideals of beauty has expressed variously through the centuries and in different cultures. Each traditional 'togu' has it's own morphology (in the meaning of nonverval linguistic) as using various type of language in each cultural erea. Korean aesthetics on 'dogu'philosophy introduces a whole new set of basic concepts outside western aesthetic framework of beauty Most distinctive is the insistence on overcoming dichotomies, especially between cognition and emotion, (momism)body and mind, self and other, and individual and group. Several topics are particularly illuminating within aesthetics: furniture, calligraphy, traditional garments pose interesting challenging to the art/nature, inside/outside, ethics/desire dichotomies so crucial to moral and cultural context. aesthetics are equally deserving of philosophical scrutiny: the ways in which philosophy of 'dogu'and aesthetics are integrated with daily life, the emphasis on process or understanding context rather than product itself or product 'form'. Dogu did not separate daily life and aesthetics from understanding social context. Language of 'togu' also has own vocabulary and grammar. But we often cannot gain our persnol experience truthful beauty of togu until understand context of understanding. it would be immpossible to explain ,or to analize different way of thinkings and behaivor precisly without understanding same codes of language.

• Journal of Korean Home Economics Education Association
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• v.21 no.2
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• pp.171-185
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• 2009

We investigated the extent of recognition and the class practice rate of environmental education-relevant contents of the unit of 'Clothing Life' of the 7th 'Technology-Home Economics' curriculum in the students in Korea. Five hundred fifty students in the second and third grade in the middle school and in the first grade in high school, who had taken the course of 'Clothing Life' and responded to the questionnaires, were enrolled in this study. Questionnaires were sent and collected by mail from December 2007 to January 2008. Most students recognized that the environmental problems in their residences were serious enough to affect their own lives. Only 36.4% of the students, however, expressed the intention to join to the environmental groups and change their clothing lives in order to improve those problems. Also they conceived that the unit of 'Clothing Life' of the 7th 'Technology-Home Economics' curriculum containing only a few statements on the environmental pollution had little relevance to environmental education. According to the results on the class practice rate of environmental education-relevant contents of the unit of 'Clothing Life', the quality of the classes on the environmental education, except the unit of 'Planning and Purchasing Clothes', and the degree of practice of environmental preservation were proved to be low. Subgroup analysis showed that the second grade middle school students as well as female students had the higher interest and class practice rate. Teachers have to try to raise the recognition and the class practice rate of environmental education-relevant contents in the unit of 'Clothing Life' of the 7th 'Technology-Home Economics' curriculum of middle school in the class.