• The Research Journal of the Costume Culture
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• v.20 no.2
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• pp.272-285
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• 2012

The purpose of the study is to examine the role of consumer perceptions of websites' entertainment and informativeness in developing their attitudes (attitude toward the retailer and attitude confidence toward the product) in the context of apparel e-tailing. A structural equation model was developed for an empirical test based on the literature on uses-and-gratifications and attitude confidence. A sample of 119 consumers who live in the United States participated in the online survey. The results generally supported the proposed model. Specifically, the analyses revealed that consumers' purchase intention toward the displayed product is positively influenced by their attitudes toward the retailer and by their confidence in their attitudes toward the product. Interestingly, only one of the two cognitive antecedents, perceived entertainment, has a positive impact on consumers' attitude toward the retailer. Perceived informativeness, however, had a positive impact on attitude confidence. These findings suggest that consumers who have high perception of an e-tail website's entertainment are more likely to exhibit favorable attitudes toward the e-tailer, while consumers who have high perception of an e-tail website's informativeness are more likely to hold strong confidence in their attitudes toward the product displayed on the website. Both consumer attitudes toward the e-tailer and their attitude confidence lead to their purchase intentions.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.10
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• pp.1658-1670
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• 2010

This study investigates the differences in advertisement attitude, brand attitude, and purchase intention based on advertising model and consumer product involvement. A total of 100 respondents in high involvement and 100 respondents in low involvement categories were exposed to the advertisements of a cosmetic brand using 4 different model types: celebrity endorser, expertise endorser, ordinary person as an endorser, and no endorser. The experiment was planned as $2{\times}4$ types including high/low involvement and 4 different model types (25 respondents each). After looking at an advertisement for 1 minute, respondents were asked to answer a survey measuring advertisement attitude, brand attitude, and purchase intension. The results of this study showed that 6 hypotheses were supported and there was a significant difference between the high involvement and low involvement group depending on the advertising models used as well as the advertisement that influence advertisement attitude, brand attitude, and purchase intension. High involvement consumers showed the most favorable advertisement attitude on an advertisement with an expertise endorser, but low involvement consumers showed the most favorable advertisement attitude on an advertisement with a celebrity endorser. High involvement consumers showed the most favorable brand attitude on an advertisement with an expertise endorser whereas low involvement consumers showed the most favorable brand attitude on an advertisement with a celebrity endorser. High involvement consumers showed the highest purchase intention on an advertisement with an expertise endorser whereas low involvement consumers showed no difference in purchase intention depending on advertisement models. This study shows that marketers should differentiate advertising strategies based on consumer involvement.

• Fashion & Textile Research Journal
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• v.15 no.4
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• pp.565-573
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• 2013

This study focused on the cultural differences between South Korea and the U.S. in terms of male consumers' sex role attitude and its influence on grooming and apparel shopping behavior. Purposive samples of American and South Korean males aged between 20 and 40 years were surveyed. The sample sizes were 219 and 233 for American and South Korean consumers, respectively. The data were analyzed by structural equation modeling and ANOVA using SPSS 12.0 and AMOS 14.0. The results indicated that only grooming was influenced by the perceived femininity in the case of South Korean men; however, the model for American men indicated a significant positive influence of femininity on grooming and recreational apparel shopping behavior. In other words, American male consumers who perceive themselves feminine were more likely to be engaged in grooming and recreational apparel shopping behavior. On the other hand, for South Korean men, recreational apparel shopping behavior was not influenced by their sex role attitude, or whether they considered themselves feminine or masculine. This means that recreational apparel shopping behavior is a gender-specific behavior in the U.S., but not in South Korea. The findings of this study indicated that culture has influence on consumers' approach to shopping and appearance. South Korean male consumers were more likely to acknowledge themselves as being feminine, enjoy apparel shopping and grooming compared to American male consumers.

• Journal of the Korean Society of Costume
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• v.66 no.3
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• pp.75-92
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• 2016

The purpose of this study was to prove how sociocultural perspective of obesity, differences in consumers' perception of body and attitudes of accepting obesity affected individuals' clothing behaviors through cross-cultural studies. The data collected were composed of 612 Korean and US consumers in the 20's and 30's that had experiences in purchasing plus-size products. The results were as follows. First, BMI index was lower in Korean consumers than the US consumers, but Korean consumers received more stress from being overweight compared to the US consumers, and had a more negative attitude about their body. Second, although Korean consumers had lower BMI index and degrees of obesity than US consumers, they were severely stressed by obesity and were found to have a higher level of dissatisfaction with their bodies. Third, Korean consumers responded more sensitively to obesity and had a tendency to display a more negative attitude regarding obesity, and a more passive dependence on clothing. Forth, differences in the body shape were reflected even in wearing evaluation, and US consumers showed a more positive attitude toward evaluations of size suitability and fitness. Fifth, the plus-size market for Korean consumers was still not active, and most products purchased were generic brands obtained from online shopping malls through the Internet. However, in the case of the US, in which the ratio of obese people is high and the plus-size market is growing, consumers were purchasing plus-size brands through various distribution online and offline channels. Sixth, Korean consumers were less satisfied than US consumers with shops, sizes and fitness; however, they were more satisfied with design factors. Finally, it is expected that this study can offer practical implications for marketers and product developers running plus-size market for young obese consumers in their 20 and 30s.

• International Journal of Human Ecology
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• v.15 no.2
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• pp.43-57
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• 2014

Consumers differ with respect to the level of green attitudes and green purchase behavious and different consumer would have different perceptions on green market environment. This study attempted to explain how consumers perceive green market environment differently across different consumer groups in attitude-behaviour dimension in green consumption. After identifying the four consumer groups based on their attitude toward green purchase and green purchase behaviours, a multinomial logistic analysis and a stepwise discriminant analysis were conducted. This study found that reliability in green market was the most critical factor that contributes to enlarge positive green consumers. Also, the role of reference persons and adequate price of green products were also found to be important to stimulate green buying. By understanding the different role of those factors in each group of consumers, this study provided group-specific implications to expand green consumers.

• Fashion, Industry and Education
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• v.15 no.2
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• pp.25-35
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• 2017

In this study, causal relationships of belief-attitude-purchase intention for unfamiliar-branded cosmetics (UBC) were tested based on the theory of reasoned action. Data of 249 consumers who have purchased UBC were submitted to the descriptive statistics, exploratory factor analysis, and regression analysis with SPSS. In results of exploratory analysis, three factors of beliefs on UBC were generated and titled as ingredients, publicity, and subsidiary features. In regression analysis results, ingredient factor affected attitude toward UBC while publicity and subsidiary features did not influence attitude toward UBC. It implies that consumers build their attitude toward brands focusing on ingredients that are core elements of cosmetic products. Attitude toward UBC solely influenced purchase intention while the effect of social acceptance on purchase intention was not found. In conclusion, consumers depend much on ingredients when they purchase UBC so brands newly launched or brands without reputations need to focus more on an excellence in ingredients and special functions of UBC to appeal to consumers when penetrating to the new market.

• Journal of Digital Convergence
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• v.12 no.12
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• pp.491-506
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• 2014

The purpose of this study is to examine the effect of expected perspective on the role of genre and attitude toward utilizing genre in broadcast ad on the liking of broadcast ad genre as appeal types of creativity. The results show that there is a significant correlation between macro-environmental expected perspective(MEEP) on the role of genre and a negative attitude toward utilizing genre in broadcast ad. A significant correlation between micro-practical expected perspective(MPEP) and a positive attitude was also found. Consumers with an integrated-situational expected perspective(ISEP) show a more significant relationship with the dual attitude. Consumes with a MPEP have a stronger liking on comparative ad and sex appeal ad, and consumers with an ISEP show a median liking. Consumers with positive attitude have a stronger liking on comparative ad and sex appeal ad, and consumers with a dual attitude show a median liking that is between the positive attitude-based consumers' and negative attitude-based consumers'.

• Journal of Families and Better Life
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• v.31 no.5
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• pp.173-184
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• 2013

The purpose of this study was to investigate adolescent consumers' consumption trends to identify their tendency for conspicuous consumption. To investigate adolescent consumers' consumption factors and conspicuous propensity for consumption, mass media, peers' effects & conformity were examined. The objects of the study are 503 middle and high school students in Seoul. The data were analyzed through frequency analysis, mean, standard deviation, t-test, Pearson's correlation, and hierarchical multiple regression analysis by using SPSS Win 12.0. The major results of this study are as follows: Firstly, the factors of gender, grade and allowance suggest a consumption-oriented attitude and conspicuous consumption is revealed to be the highest among female students rather than male students, and high school students rather than middle school ones. Allowance is significantly correlated with consumption-oriented attitude and conspicuous consumption. Secondly, factors that affect the propensity for the consumption-oriented attitude of adolescent consumers are mass media, peer conformity, and effects. Thirdly, the factors affecting the propensity for the conspicuous consumption of adolescent consumers are peers' effects, mass media, and peer conformity. This investigation could contribute to enhancing the understanding of adolescent consumers.

• Journal of Families and Better Life
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• v.7 no.2
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• pp.31-43
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• 1989

The purposes of this study were to identify the overall levels of consumer problem, consumer competencies and purchase pattern of urban low-income consumers and to examine the factors affecting the consumer problem and the subareas-market environment problem(MEP) and transaction relation problem(TRP). The related factors, that is, independent variables were competencies-related factors(consumption-oriented attitude, attitude on consumerism, consumer knowledge), purchase pattern-related factors (search pattern, credit pattern, peddler pattern) and socio-demorgraphic factors(age, educational level, family size). For this purpose, a survey was conducted by interview using questionaires on 198 homemakers that lived in the poor areas of Seoul. Statistics used for data analysis were Frequency Distribution, Percentile, Mean, Pearson's Correlation, One-way ANOVA, Scheffe-test, Breakdown and Multiple Classification Analysis. Major findings were as follows: 1) In the level of consum r problem were in the middle level and the level of MEP were higher than that of TRP. The attitude on consumption-orientation was so negative, while attitude on consumerism was positive. The level of consumer knowledge was in the middle level. The urban low-income consumers searched a little and depended on credit and peddler in the low level. 2) Consumer problem perceived by urban low-income consumers differed significantly according to attitude on consumerism, credit pattern, monthly charge of peddler purchase. The MEP depended on attitude on consumerism and monthly charge of peddler purchase, and the TRP was affected by credit pattern and attitude on consumerism. Resulting from MCA, the most influencial variable was attitude on consumerism and credit pattern in the consumer problem, and attitude on consumerism in the MEP, and credit pattenr in the TRP.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.11
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• pp.1715-1725
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• 2008

The purpose of this study was to research the attitude and purchase intention of domestic women consumers toward fashion cultural products with Korean image and also to identify the influential factors on them. To accomplish the purpose of this study, attitude toward Korean culture, openness toward other countries, experience of staying abroad, variety seeking tendency and demographic factors were selected as consumer variables that may influence the attitude and purchase intention. The quantitative research using the questionnaire was implemented with the subjects of female consumers between the age of 20s and 40s. Data were collected online from October $11{\sim}20$, 2007, and 300 responses were used in the analysis. Collected data were analyzed by frequency analysis, exploratory factor analysis, paired t-test, independent t-test, correlation analysis, and multiple regression analysis using SPSS 12.0. The results of the research are as follows. The attitude towards fashion cultural products with Korean image was influenced by consumer variables such as variety seeking tendency and attitude toward Korean Culture. Especially, consumers who seek for higher variety showed a positive attitude toward fashion cultural products with Korean image. Next, consumers' attitude toward fashion products with Korean image showed a great effect on purchase intention. Managerial implications and limitations of the research were added.