• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.9
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• pp.1621-1632
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• 2001

본 연구는 소비자의 실제적인 의복 소비 행동을 설명할수 있는 가치 개념을 제시하기 위하여 의복 소비가치의 구체적 유형을 밝히고, 적합하고 신뢰성 있는 의복 소비가치 척도를 구성 할 수 있는 기초자료를 제시 하고자 하였다. 본 연구에서는 Sheth(1991)의 소비 가치 이론과 의류학 및 소비자 행동분야의 다양한 이론을 토대로 초점집단면접(Focus Group Interview)을 통하여 소비가치에 대한 탐색적 접근을 시도한 결과를 논의하였다. 의복의 구매와 착용의 선택상황에 영향을 미치는 소비가치는 Sheth(1991)의 5가지 소비가치 유형인 기능적 가치, 사회적 가치, 감정적 가치, 진귀적 가치, 상황적 가치 및 의복제품의 특성에 따른 자기표현적 가치로 분류되었다. 기능적 가치는 물리적 속성, 물리적 기능, 도구적 성과와 관련되었으며, 사회적 가치는 사회계층, 준거집단, 인구통계 적 특성 집단, 문화-민족적 집단과의 관련성 에 대 한 가치로 구성되었다. 감정적 가치는 긍정적, 부정적 감정 및 심미성 요인으로 구성되었으며, 진취적 가치는 다양성추구행동 요인 및 유행성의. 새로움 추구 요인과 관련되었다 또한 상황적 가치는 의복착용상황, 구매상황, 커뮤니케이션 상황으로 구성되었으며, 자기표현적 가치는 성격, 이미지 표현, 개성추구, 유행추구 등의 요인으로 구성되었다. 본 연구의 이러한 결과를 바탕으로 소비가치에 대한 양적 연구를 실시한다면, 보다 객관적인 구조를 파악하고 신뢰성 있는 측정 문항을 개발할 수 있을 것이다.

• Journal of the Korea Fashion and Costume Design Association
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• v.6 no.3
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• pp.67-81
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• 2004

This research demonstrates clothing consumption values, fashion preferences of career women from the early 1920s to late 1930s. And having thorough understanding of values and preferences, allows us to establish marketing strategies for clothing companies. The main purpose of this study is (1) to formalize consumer group based upon the clothing consumption values, (2) to find for characteristics of consumer depending on classification of consumption value in clothing, (3) to understand the preferences of career women about fashion trends. Analyzing data was performed 292 copies, resulting factor analysis, Cluster analysis, X-test, Anova, Tukey test, t-test, frequency analysis, and reliability analysis. This paper showed 7 distinctive characteristics of career women about clothing consumption value. These characteristics can be listed as 1) value of brand image, 2) value of self-expression, 3) functional values, 4) epistemic values, 5) coordination values, 6) social values 7) psychological values. Importantly, brand image value became most significant aspects among 7 factors. Analyzing consumers based upon stated 7 factors, it was found that they are segregated into 4 groups; Self-expressive Group, Psychological Stability Group, Functional Group, Social Group. Secondly, for fashion trend preferences, self-expressive group, psychological stability group, and functional group favored Romantic Feminine Style respectively. Social Group showed preference in Nu-Basic'. The reason for such trend dealt with fabric materials and colors. Finally examining population statistics, younger generations showed more preferences in Nu-Basic', and consumers from ages of 26 to 28, 32 to 34 showed preferences in Romantic Feminine' regardless of their household income, clothing related expenditures, jobs, and education level. On the other hand, 'Modem Classic' was popular among college graduates and 'Paradise' was somewhat less popular among all ages except from ages of 32 to 34, consumers consumption 300,000Won to 400,000Won on clothing related expenditures. And 'Energy' seemed to attract more highly educated females, who had more than masters in degrees with over 300,000 to 400,000Won for clothing related expenditures.

• Journal of Korean Home Economics Education Association
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• v.34 no.3
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• pp.133-148
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• 2022

This study aims to explore the status and motives for using avatars and digital fashion items in the metaverse and to examine consumers' purchase satisfaction and future purchase intentions. We intend to provide implications for the development of avatars and fashion items, and the direction of the fashion industry and clothing education. For this purpose, the purchasing status, consumer motives for using avatars and digital fashion items, purchase satisfaction, and future purchase intentions were investigated, through a survey with 149 consumers aged 19 years or older, with the experience of using avatars. The results are as follows. First, the percentage of avatar ownership was high among women aged between 19 and 29, and those with low or high incomes. The younger group was more likely to make mobile phone purchases than the older group, and the older group was more likely to use credit cards. Even those respondents who owned avatars did not purchase frequently or spent a lot on items. On the other hand, in the case of fashion item purchases, the group spending more than 8,000 won was aged between 19 and 29, and the frequency and amount of purchases increased as income increase. Second, among the motives for using avatars and fashion items, the pursuit of pleasure had the greatest influence, and men paid more attention to self-expression through avatars than women. Third, the motive for vicarious satisfaction influenced purchase satisfaction, and the factors that influenced future purchase intention were vicarious satisfaction and stress relief. The results of this study suggests that avatars and fashion items should be developed considering factors that can relieve stress for all age groups, create a sense of unity among metaverse users, and provide satisfaction in a virtual world that is different from reality. In addition, education on how to use fashion items and consumption attitudes in education related to clothing life will be required.