• 한국의류산업학회지
• /
• 제14권1호
• /
• pp.75-82
• /
• 2012

Compared to off-line, on-line word-of-mouth has fast dissemination speed and extensive effects based on interactive features. Moreover, in the age of Web 2.0, on-line media has made consumers evolve from simple purchasers to producers, who intervene into product manufacturing through on-line WOM. According to this, this study is conducted to clarify how consumer's prosumer propensity affects WOM in detail when purchasing fashion products on-line through website interactivity and perceived usefulness of WOM. The results are as follows. 1. Consumer's prosumer propensity is classified in four dimensions: the propensity to participate, the propensity to relate, the propensity to amuse and the propensity to create. 2. The sample has shown low prosumer propensity overall, and there were no gender differences. 3. Testing structural equation model, it was clarified that the higher the consumer's prosumer propensity, the higher the consumer's evaluation of website interactivity and thus the greater the WOM effect through its perception of usefulness. 4. There were some differences in the path of structural equation model according to consumer's prosumer propensity. From the results, it can be concluded that consumer's prosumer propensity is a key factor in the on-line WOM. Therefore fashion businesses should actively utilize consumer's prosumer propensity to apply their opinion in the product planning stage or use it as the means of company-friendly viral marketing.

• 한국의류산업학회지
• /
• 제14권1호
• /
• pp.56-63
• /
• 2012

The purpose of this study was examine the effects of the conspicuous consumption tendency by age on fashion involvement. Questionnaires were distributed to 554 females in their 20s-50s. for the final analysis. The results of this study were as follows. First, as a result of the examination of the differences between conspicuous consumption and fashion involvement by age, people in their 20s showed the highest conspicuous consumption and fashion involvement. Second, as a result of the analysis of the effects of the conspicuous consumption by age on the fashion involvement, people in their 20s and 30s influenced the appearance management among the factors of the individuality pursuit orientation and those in the 40s physical supplementation and appearance management and those in the 50s the physical supplementation and sexual appeal. The brand orientation factor influenced social symbol to all the people in their 20s to 50s and the high price orientation factor did not influence any of the people in their 20s to 50s. The trend pursuit orientation factor showed its influence on appearance management to those in their 30s and sexual appeal and conformity to those in their 40s.

• 한국의류산업학회지
• /
• 제13권1호
• /
• pp.7-16
• /
• 2011

Maximalism is the code which has a power to interpret a fashion phenomenon expressed complexly and variously in the multicultural society. In the 21st century, maximalism which reappeared is not the expression by a method only. It is presenting the experimental design for the new pursuit through the mixture such as expansion, splendor, variety, decoration, distortion of configuration or transformation, and composition. Therefore, this study aims at analyzing expression of fashion design by four types(expansion, decoration, mixture, non-structure) materializing a feature of maximalism expressed in the domestic and foreign collection works from 2005 to 2010. The research results are as follows. 1. Expansion: It was showed artificial, formative, unique, and odd teatures through the expansion of the upper half of the body, the lower half of the body, and both of them. 2. Decoration: It was showed the actual decoration considering functionality and practicality and the decoration emphasizing and unique character and featuring domination and emphasis. 3. Mixture: It was showed through the mixture of the contrary textiles or the different sex image. 4. Non-structure: It showed the non-structure of the avant-garde trend and non-structure through decoration, detail, adjustment direction of a dress.

• 한국의류산업학회지
• /
• 제12권5호
• /
• pp.555-563
• /
• 2010

This research has attempted for a categorization by contemplating on concepts and characteristics of eco fashion design through analysis of precedent studies and to study the design characteristics, images, and internal values through keyword and design codes which appeared in the precedent studies. The subject of analysis was mostly focused on the theses published in international and domestic academic journals from 1990s to September 2009. The design characteristics of each eco fashion design were analyzed by classifying by form, detail, color, fabric and pattern. Method of analysis did content analysis. The results of the research can be summarized as follows. First of all, types of eco fashion design were human-ecology design, natural-ecology design, and social-ecology design. Secondly, the human-ecology design was presented a natural and comfortable form, color of the nature, and functional and new materials. The natural-ecology design was presented a natural silhouette, natural colors, and natural fiber. The social-ecology design were used a loose silhouette and over-size forms, natural colors, and recycled materials and bio fabric. Thirdly, the images per type of eco fashion design were Zen, sportive, natural, and modern image. And the internal values were presented efficiency, health-orientation, naturalness, and continuity.

• 한국의류산업학회지
• /
• 제9권5호
• /
• pp.516-527
• /
• 2007

This study was designed to make a proposal of a classifying model of Korean fashion brands as the first step in a long-term research plan developing a globalization roadmap for Korean fashion industry. On the basis of ownership advantages of a brand which included firm level attributes and brand level characteristics, fashion brands were classified into eight types. The proposed model was expected to provide an efficient and meaningful framework in developing global strategies both for academic and practical purposes. The model proposed four major categories of fashion brands including manufacturer brands, designer brands, retailer brands, and non-brands. Manufacturer brands were further classified into three groups of conglomerate fashion brands, fashion brands, and sports-specialized brands. Non-brands included small/very small-sized manufacturer non-brands, small/very small-sized non-brands, and OEM/ODM exporters. The classifying dimensions, brand type characteristics, and the globalization approach were discussed. Methods to test the reliability and validity of classifying were also discussed in the text.

• 한국의류산업학회지
• /
• 제22권2호
• /
• pp.192-201
• /
• 2020

This study examined the relationship between Korean male consumers' perceptions of marketing promotion investment such as advertising expenditure and celebrity endorsement are the brand equity elements. It also compared if there were differences on this research model and two groups that selected Korean or foreign country-of-brand-origin in fashion product purchasing. Online survey responses from 414 Korean men in their 20s-30s were analyzed using confirmatory factor analysis (CFA) and structural equation modeling analysis (SEM). Perceptions of advertising expenditures were found to be positively related to brand association in only the group that selected Korean country-of-brand-origin. The results showed a non-significant effect of perceptions for advertising expenditures on perceived product quality in both groups that selected Korean or foreign country-of-brand-origin. The results indicated that celebrity endorsement had a significant effect on brand association for the two male consumer groups. The results also demonstrated that the relationship of celebrity endorsement and perceived quality was significant in only a group that selected Korean country-of-brand-origin. The results also revealed that the effect of brand association and perceived product quality on brand preference was significant in both male consumer groups. This study has useful managerial implications for enhancing the effectiveness of investment in advertising activities.

• 한국의류산업학회지
• /
• 제8권1호
• /
• pp.34-40
• /
• 2006

Fascism is a term that began to be used from the late 1930s, means an idea and a system that the strong power of the state intervenes or control people's life based on the argument that the existential value of individuals is found only in the total. Fascist looks, which resulted from World War I and II, had brought a new pattern in women's fashion inspired by men's military uniforms. Thus, the purpose of this study was to identify fascist fashion trends in the first half of the twentieth century and to infer various aesthetic values of fascism expressed in fascist fashion looks. The results of this study indicated that expressions of fascism reflected the current ideology of rebellion and appealed to the original national sentiment of the masses. Fascism occurred in response to the contradiction of capitalism and its general crisis had emerged as an ideology with the highest popularity symbolizing power and government during the first half of the twentieth century. It was expressed in military looks as self-centered nationalism and yearning for minorities. Second, fascist fashion looks were not only for political and sexual temptation with the image of power but also for the display of women's status and roles through the bold expression of sexual attractiveness. Finally, fascist fashion looks expressed medieval images praising the feudal age in imagination that contained heroism and at the same time achieved integration under strict social hierarchical order.

• 한국의류산업학회지
• /
• 제8권1호
• /
• pp.71-79
• /
• 2006

The study of young people's attitudes towards appearance management has special significance for understanding young people's living, thought and attitudes. It was handed out 600 questionnaires in the three cities and look 573 questionnaires back, out of which 552 were used as the basic material for the analysis. These 522 questionnaires included 178 in Beijing, 200 in Shanghai, 175 in Dalian. 154 questions in four aspects were raised in the questionnaires. The purpose of this study were to identify the Chinese generation' lifestyle and fashion attitudes. Questionnaires developed by researcher were distributed and collected from 552 chinese new generation of the three cities(178 in Beijing, 200 in Shanghai, 175 in Dalian). 1) Life attitudes of new generation men and women in China were classified into five factors, which were extravagant pleasure-seeking, sports-oriented, marriage-oriented, appearance-oriented and study-oriented attitudes. 2) Fashion attitudes of new generation men and women in China were classified into eight factors, which were fashion attitude of being conscious of others, others-dependent fashion attitude, rational fashion attitude, brand-pursuing fashion attitude, active appearance management fashion attitude, unique fashion attitude, fashion attitude of being conscious of sex role and individuality-oriented fashion attitude.

• 한국의류산업학회지
• /
• 제3권3호
• /
• pp.241-248
• /
• 2001

The purpose of this study is to examine the preference according to the domestic fashion company use the character image of the inside and outside of the country, the recognition for the importance of the character by examining the purchasing behavior of high school girls and college women as the major consumer in the character fashion commodity (in the center of the clothe and accessory), and the aid for the self-development and the licensing of the character in the future. This study targeted 491 high school girls and college women in Daegu and Kyung-pook area. The character preference according to the character image applied the fashion commodity was used the scale of seven point modified the S D (Semantic Differential) method for Kim, Chun-Ae's image measure. The followings are the conclusions of this study; Both the group of high school girls and the group of college women almost represented the similar reaction result for the images of 9 characters. For the preference of the group of high school girls and the group of college women for 9 character, for characters Tweety, Bugs Bunny, the group of college women represented more preference than the group of high school girls. However, for characters of Hello Kitty, Pazama sister's and Dalki, the group of high school girls represented more preference than the group of college women.

• 한국의류산업학회지
• /
• 제3권3호
• /
• pp.249-256
• /
• 2001

This study was to investigate difference across socioeconomic groups in factors of purchase intention of apparel in internet shopping mall and in satisfaction were internet shopping mall. A questionnaire was administered to collage students majoring in fashion design during May of 2001. Data was analyzed by using Factor analysis, T-test, one-way ANOVA, Duncan test, ${\chi}^2$-test. Factor analysis yield three factors of purchase intention, purchase stimulus, convenience and economic and rationality. Significant differences were found across levels of monthly pocket money and types of payment for purchase apparel of internet shopping mall purchase stimulus (factor 1). In convenience and economics (factor 2), differences were also significant across levels of purchase frequency, product price and payment ways of internet sopping mall. Significant difference was identified across sex type and levels of product price purchased in internet shopping mall (factor 3). Regarding internet shopping mall satisfaction, differences were significant across levels monthly pocket money and apparel purchase frequency of in internet shopping mall.