• 한국패션뷰티학회:학술대회논문집
• /
• 2005.05a
• /
• pp.31-32
• /
• 2005

• Journal of Fashion Business
• /
• v.14 no.4
• /
• pp.102-110
• /
• 2010

The purposes of this study were to examine the relationship between brand sensitivity and public self-consciousness, and the effects of gender and age on brand sensitivity and public self-consciousness. The subject used for this study were three hundred and thirty-five college students (118 male students and 217 female students). For data analysis, descriptive statistics, Cronbach's alpha, multiple regression, and t-test were used. As the results, first, there were the significant differences between male students and female students on brand sensitivity and public self-consciousness. Female students had higher scores on brand sensitivity and public self-consciousness than male students as expected. Second, there were the significant differences between younger college students and older college students on brand sensitivity and public self-consciousness. Older college students had higher scores on brand sensitivity and public self-consciousness than younger college students. Finally, public self-consciousness influenced on brand sensitivity the most significantly, followed by age variable. Based on these results, brand management marketing strategy of fashion products would be provided.

• The Research Journal of the Costume Culture
• /
• v.17 no.2
• /
• pp.189-202
• /
• 2009

The purpose of this study was to examine the effect of social-face sensitivity, conspicuous consumption, and preference of luxury fashion goods on purchasing behavior of fashion counterfeits. The questionnaire was administered to 600 women in their teens to thirties in Gwangju. The data from 519 participant were analyzed using the SPSS 14.0 Package. Frequency, factor analysis, regression analysis and path analysis were used to analysis the data. The results indicate that social-face sensitivity, conspicuous consumption and the preference of luxury fashion goods has significant effect on purchasing behavior of fashion counterfeits respectively. The direct effect of social-face sensitivity on purchasing behavior of fashion counterfeits was somewhat stronger than the indirect effect of social-face sensitivity on purchasing behavior of fashion counterfeits through conspicuous consumption and preference of fashion luxury goods.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.34 no.3
• /
• pp.459-471
• /
• 2010

This study examines the exposure effects of the brand of fashion manufacturers on the brand attitude of consumers towards the private brand of fashion retailers. In addition, it investigates the exposure effects of the brand of fashion manufacturers on the brand attitude of consumers towards the private brand of fashion retailers based on the sensitivity of consumers as related to the brand. Data are analyzed by a reliability analysis, a factor analysis, the correlation analysis, t-test, and one-way ANOVA. The main results are summarized as follows. First, when the private brand of fashion retailers (Perry Jensen) was shown to customers, three groups ('PB without exposing the brands of fashion manufactures', 'PB with exposing Galaxy', and 'PB with exposing Parkland') revealed statistically significant differences in consumer purchase intentions as well as brand preferences to the PB products of fashion retailers. The group of 'PB with exposing high-sensitive Galaxy group' showed an overall higher brand attitude than the other two groups-'PB without exposing the fashion manufactures' brands' and 'PB with exposing low-sensitive Parkland'. Second, in comparison with the effects of the brand sensitivity of each group, the group with the higher brand sensitivity showed statistically significant browsing intension as well as purchase intention on both brands of fashion manufactures (Galaxy and Parkland).

• The Research Journal of the Costume Culture
• /
• v.19 no.6
• /
• pp.1247-1258
• /
• 2011

This study aimed to clarify the relationships among the characteristics of consumers and their influence on fashion leadership. Two kinds of variables were investigated in this study: centrality of visual product aesthetics and consumer innovativeness as personal characteristics, and role-relaxed consumption and consumer susceptibility to interpersonal influence as interpersonal characteristics. Data were gathered by surveying university students in the Seoul metropolitan area, using convenience sampling, and 322 questionnaires were used in the statistical analysis. In analyzing data, correlation analysis, factor analysis, and regression analysis were conducted. Factor analysis on the centrality of visual product aesthetics revealed three sub-factors: value, acumen, and response intensity. Meanwhile, factor analysis for consumer susceptibility to interpersonal influence revealed two sub-factors: informative and normative conformities. However, consumer innovativeness, role-relaxed consumption, and fashion leadership revealed only one factor. Regression analysis showed that visual product aesthetics, especially acumen and response intensity, were the most influential factors; furthermore, consumer innovativeness and normative conformity had positive influence on fashion leadership. However, role-relaxed consumption had negative influence on fashion leadership.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.41 no.6
• /
• pp.1124-1140
• /
• 2017

The purposes of this study are to (1) explore the characteristics of consumers who purchase products designed by rising fashion designers, and (2) examine the effects of consumer fashion innovativeness and price consciousness on consumer responses toward the products (i.e., product innovativeness, perceived value, and purchase intention). A total of 469 adult consumers aged 19 to 59 responded to an online survey that consisted of a stimulus (i.e., news article introducing new brands of rising fashion designers) and measurement items. As a result, 20% of respondents are found to be customers of rising fashion designers. These buyers (vs. non-buyers) are characterized as female, high income, and high interest toward rising fashion designer products. The findings from structural equation modeling show that fashion innovativeness and price sensitivity have significant, positive effects on product innovativeness and perceived value that further increase purchase intention. These relationships are significant in terms of perceived value dimensions, except for the relationship between social value and purchase intention. Both fashion innovativeness and price sensitivity have significant and positive effects on social, emotional, economical, and functional values. The emotional, economical, and functional values also have significant, positive effects on purchase intention. The implications of these findings are discussed in the conclusion.

• The Journal of the Korea Contents Association
• /
• v.16 no.5
• /
• pp.710-719
• /
• 2016

Impulsive buying has been considered as one of the major negative shopping behavior. Indeed, it happened more easily in the Internet shopping area. This study attempted to examine the influence of personality on the compulsive buying tendency of college students who are actively shopping clothing and apparels through Internet. The results of the current study showed that there are four types of compulsive buying tendency such as 'diversion', 'no-plan', 'buyer/ product-stimuli' and 'promotion-stimuli.' It seemed that personality such as sensation seeking, need-for cognition, self-esteem, and face-consciousness had influence on the impulsive buying tendency. More specifically, people with low self-esteem and high face-consciousness tend to have more impulsive buying tendency. The relationship between each of the impulsive buying tendency and personality had been discussed.

• Journal of Fashion Business
• /
• v.27 no.5
• /
• pp.44-59
• /
• 2023

This study aimed to elucidate any differences in fashion consumption tendencies among fashion consumers according to their MBTI personality types and fashion brand sensibility (Chanel vs. Off-White). Differences in fashion consumption tendencies (fashion sensitivity, fashion innovativeness, and fashion ostentation) were determined based on two of MBTI's four bipolar indicators: extroversion-introversion, sensing-intuition, thinking-feeling, and judging-perceiving. It was found that intuitive consumers showed higher fashion innovativeness than sensory consumers. In addition, feeling-type consumers showed more fashion-sensitive and ostentatious fashion consumption tendencies than thinking-type consumers. Fashion brand sensibility acted as a moderator in the relationship between personality type and fashion consumption tendency. Especially, moderating effects of fashion brand sensibility and fashion consumption tendencies were evident in sensing-intuition and judging-perceiving types. Among intuitive consumers, those who preferred Chanel brand sensibility exhibited higher tendencies for fashion ostentation than those who preferred Off-White brand sensibility. However, sensory type consumers showed no difference in fashion ostentation based on their preferred fashion brand sensibility. Interaction effects regarding fashion sensitivity and fashion innovativeness were not found. Among perceiving-type consumers who preferred Chanel brand sensibility, high fashion sensitivity was evident. Conversely, judgment-type consumers who preferred Off-White brand sensibility showed high fashion sensitivity. Interaction effects concerning fashion innovativeness and fashion ostentation were not found.

• The Research Journal of the Costume Culture
• /
• v.15 no.6
• /
• pp.1078-1083
• /
• 2007

The purpose of this study is to identify the relationships among price sensitivity, brand sensitivity, and fashion innovativeness. The data used in this study were gathered through surveying university students residing in Seoul metropolitan area using convenience sampling method. One hundred thirty eight questionnaires were used in statistical analysis, confirmatory factor analysis and path analysis using structural equation modeling. The results showed that the higher the price sensitivity, the lower the fashion innovativeness and the brand sensitivity.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.36 no.10
• /
• pp.1058-1073
• /
• 2012

This study examines the effects of collaboration type and brand sensitivity on consumer responses toward fashion collaboration brands. For this study, six brands of fashion collaboration were selected by collaboration types: collaboration with same industry (Uniqlo-Jill Sander, H&M-Sonia Rykiel, and Levis-Jean Paul Gaultier) and collaboration with different industries (LG-Prada, Samsung-Armani, and LG-Levis). A selfadministered questionnaire was developed based on the literature that mainly included brand sensitivity, consumer response (brand association, brand values, and purchase intention), and marketing strategic elements in the context of fashion collaboration. For collecting the data, respondents were asked to choose and assess a previously purchased brand. A total of 299 usable data responses were obtained from Korean consumers aged from 15 to 40 years old. The consumer response toward the fashion collaboration brand consisted of four factors: Emotional value, perceived quality, symbolic value, and brand association. The results showed that the collaboration type had the main effect on emotional value, symbolic value, and purchase intention. Brand sensitivity had the main effect on brand association, emotional value, symbolic value, and purchase intention. There was also an interaction effect on emotional value. With respect to strategic marketing elements, product differentiation, premium pricing, and value pricing had partially positive effect on consumer responses; however, promotion had a negative effect on consumer responses (e.g., perceived quality, and emotional value). In addition, collaboration type or brand sensitivity moderated the effect of strategic marketing elements on consumer responses. This study discussed a managerial implication to develop a strategic brand alliance to manage brand equity in the fashion marketplace.