• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.12
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• pp.1991-2001
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• 2009

This study provides basic information that is needed to build marketing strategies related to consumer brand-switching, through the investigation of consumer motivations for brand-switching, as determined by the types of fashion products. The study was implemented by a descriptive survey method using a questionnaire. The survey was conducted during the period of May $11^{th}$ through July $5^{th}$ 2008. A total of 184 completed responses were analyzed. All respondents were from the Seoul area and between the ages of 20 and 31. Factor analysis and Cronbach's alpha coefficients, one-way ANOVA and Duncan test were employed for the analysis of data. Significant differences were found in brand-switching motives according to the types of fashion products. For clothing, shift behavior occurred more often in conjunction with the attributes of the products itself, such as design, color, price, size, and fiber content. In general, clothes more than shoes, were likely subject to brand-switching most often on the basis of situational factors. On the other hand, for shoes, more brand-switching activities occurred because of non-product attributes, such as discounts, coupons, desire for a change, and wearing of friends. In light of the results, there is a need to differentiate brand related marketing strategies with respect to clothing and shoes. For clothing, efforts focusing on the improvement of the product attributes will be more effective in minimizing brand-switching. There is also a need to improve instructions for increasing the product understanding of salespersons as well as the ability to give advice in accordance with personal consumer characteristics. With regard to shoes, greater efforts should be given to promotional activities, and the desire of consumers for a change in order to prevent brand-switching of customers.

• Journal of Korean Home Economics Education Association
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• v.17 no.2
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• pp.29-47
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• 2005

In this study. we tried to provide basic materials for teachers to develop consumer's guide of internet shopping for middle and high school students through surveying their Purchase realities, clothing purchase behaviors. and clothing purchase attitudes when they use internet shopping mall. The questionaires were distributed to middle and high school students in Seoul, Daegu, Kyunggi, Chungbuk, Chungnam, Kyungbuk, and Kyungnam November, 2004. The followings are the results of this study. First, clothing items which were bought in internet shopping malls were shirts. shoes, pants, bags in order and they were below $20,000\~30,000$ won. Main payment method used was sending money to seller's account. Second, clothing purchase satisfaction degree was comparatively high but the satisfaction degree for the compensation policy was low. If they had any claims for the products. they were likely to behave more actively than passively. Third. returned items were shirts, pants, shoes in order which are the same as purchasing items and they were due to the size and the difference between the products recognised by computer screen and the real products. The $89.0\%$ of the subjects who have purchased clothing through internet expressed high intention to purchase in the future through internet. Forth the degree of attitude toward the internet shopping concerned with clothing purchase was high in the factor of 'convenience of shopping', especially they thought that the purchase through internet had the advantage of varieties and prices. The significant differences were found (1) in the experience of purchase and clothing purchase through internet according to their regions. school years, allowances per month, (2) in the purchased items through internet according to only their sexes, and (3) in the desired Purchase items through internet according to school years, their sexes. regions. The more frequently the middle and high school students use internet, the more goods they purchase through internet, especially the portion of the purchased clothing is getting bigger year by year. This suggests that we need to develope well-organized programs to teach good consumer's attitude to the middle and high school students when they purchase through internet.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.6 s.165
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• pp.974-984
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• 2007

The purpose of this study was to find differences in evaluation criteria and to find differences in preferred images based on benefits segmented groups of jeans products consumers. Male and female Korean university students participated in the study. Quota sampling method was used to collect the data based on gender and a residential area of the respondents. Data from 492 questionnaires were used in the analysis. Factor analysis, Cronbach's alpha coefficient, cluster analysis, one-way ANOVA, and post-hoc test were conducted. As a result, respondents who seek multi-benefits considered aesthetic criteria(e.g., color, style, design, fit) and quality performance criteria(e.g., durability, ease of care, contractibility, flexibility) more importantly when evaluating and purchasing jeans products. Respondents who seek brand name considered extrinsic criteria(e.g., brand reputation, status symbol, country of origin, fashionability) more importantly than respondents who seek economic efciency. Respondents who seek multi-benefits such as attractiveness, fashion, individuality, and utility tend to prefer all the images: individual image, active image, sexual image, sophisticated image, and simple image when wearing jeans products. Respondents who seek fashion are likely to prefer individual image, and respondents who seek brand name more prefer both individual image and polished image. Mean while, respondents who seek economical efficiency less prefer sexual image and polished image.

• Science of Emotion and Sensibility
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• v.16 no.1
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• pp.43-52
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• 2013

"Time versus money effect" refers to a favorable shift in consumers' responses activated by time(vs. money). In general, how people spend their time or money could reflect one's personal identity. Previous research indicates that drawing individuals' attention to time makes more effective in product satisfaction rather than money. Also, whereas because time is experienced as an experience, time activates more positive product satisfaction for experiential product rather than materialistic product, money has the reverse effect because money relates with possessions. Present study examined the effect of time and money on consumers' attitudes and decisions and the role of product type including smartphone. In experiment 1, participants evaluated their experiences or their own products(family restaurant, smartphone, premium jean). They satisfied more with their smartphones when activated by time than by money. In experiment 2, 3 image ads, a promotion image ad for each product(family restaurant, smartphone, premium jean), were offered to find the effect of time and money in promotion ads. The interaction effects between activating condition and product type were revealed on the product attitudes, product satisfaction, purchase intent, and personal connection reflecting the consistent time effect on smartphone. In addition, the main effect of the activating condition was significant which meant time activating ads were more effective than money activating ads.

• Fashion & Textile Research Journal
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• v.6 no.3
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• pp.336-340
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• 2004

This is the result of the comparison of the number of jeans, colors, images, opinions when it was purchased, shapes according to the gender of persons in jeans. According to the gender, male students had 1.64 jeans(46.3%) and female students had 2.09 jeans(53.7%) on the average. Male students selected colors of jeans which they don't have, but want to wear once in the order of blue(3.7%), red(21.0%), white(24.1%), black(25.6%), and others(25.6%). Female students selected colors in the order of blue(3.2%), black(15.6%), red(24.8%), white(27.7%) and others(25.6%). In case of the general image about jeans, male students thought the jeans as masculine(1.2%), sexy(3.1%), unisexual(3.2%), active(23.6%), young(29.8%), and comfortable(36.5%) and female students thought it as masculine(0.3%), sexy(3.5%), unisexual(10.4%), young(21.9%), comfortable(28.1%) and active(35.8%). Male students considered torn or holed jeans ill-mannered(10.7%), delinquent, (20.7%)trendy(21.0%), comfortable(22.9%), and dandy(24.7%). Female students think it ill-mannered(3.4%), delinquent7.1%, trendy(17.4%), comfortable(21.1%), and dandy(50.9%). When they purchase jeans, male students choose according to trends(17.9%), don't consider design(19.5%) and look for their own styles(62.6%), female students didn't consider design(5.2%), choose according to trends(22.0%), and look for their own styles(72.5%). The designs of jeans which they usually wear were bell bottom(1.5%), wide-shaped(7.4%), baggy(17.5%), straight-shaped(73.6%) in case of male students. on the other hand, in case of female students, baggy(10.2%), wide-shaped(11.0%), bell bottom(17.0%), and straight-shaped(61.8%). The designs of jeans which they didn't have but want to wear once are wide-shaped(10.1%), bell bottom(13.2%), baggy(20.9%), and straight-shaped(55.2%) in case of male students. On the other hand, females students want to wear baggy(11.6%), wide-shaped(15.0%), straight-shaped(27.6%), and bell bottom(45.8%). The above-mentioned findings illustrated that both male and female students regarded blue as the original color of jeans, but they wanted to wear jeans in colors other than blue. In the past, jeans were considered masculine and unisex, but they viewed jeans as an apparel that was comfortable to wear and made it easier to move. Female students had a higher tendency to be fashionable than male students, and their preference for jeans was consequently different. Jeans manufacturers should take those characteristics into account to produce products in different colors and form.

• Journal of the Korean Society of Clothing and Textiles
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• v.18 no.2
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• pp.263-272
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• 1994

The purpose of this study was to identify factors that might distinguish those who have a high level of Intention to purchase each of domestic, foreign designer and national brand jeans from those who have a low intention in terms of evaluative criteria belief, ideal jeans image and clothing altitude. The sample consisted of 198 male and 197 female students from five universities in Seoul. The questionnnaire consisted of 50 seven-point semantic differential scales dealing with evaluative criteria and ideal jeans image, beliefs about and intention to purchase domestic, foreign designer and foreign national brand jeans and 25 Likert type clothing attitude scales. Based on a series of t-tests the results showed that color and design were the most influencing factor among the evaluative criteria belief, regardless of brand type, while durability, accessory, sewing were the least. Sexy image, brand consciousnees and fashion interest were the important factor that distinguish high intention to purchase group fro)m low intention to purchase group.