• 한국의류학회지
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• 제36권11호
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• pp.1137-1147
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• 2012

Self-congruency plays an important role in the context of mothers' shopping for children's clothing because purchasers are inconsistent with users. This study incorporates three dimensions of self-congruencies (congruency between children's image perceived by their mothers and brand image, congruency between mothers' actual self-image and brand image, and congruency between mothers' ideal self-image and brand image) due to purchaser-user inconsistency in children's clothing consumption. A total of 574 mothers with children aged 6 to 10 participated in a web-based survey. Descriptive statistical analysis, factor analysis, reliability analysis and multiple regression analysis were conducted. Self-brand image congruency variables have a different influence on brand attitudes when mothers purchase children's clothing. Brand attitude is influenced positively only when the perceived children's image coincides with brand image and when mothers' ideal self-image corresponds to brand image. In contrast, mothers' actual self-image and brand image congruence negatively influence brand attitude. Further investigation indicates that there are different effects of dimensions of self-congruency on brand attitude according to the characteristics of mothers and their children. This study suggests that when there is purchaser-user inconsistency, different types of image congruence has to be implemented to assess the impact on brand attitudes.

• 한국의류산업학회지
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• 제14권4호
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• pp.567-577
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• 2012

This study investigates how the type of fashion shopping orientation influence the selection criteria, attitudes, and preference of fashion products developed through collaboration. For data collection, the study conducted a survey in the Seoul and Metropolitan areas. The results are as follows: 1. Shopping orientation was identified with seven factors: pursuit of pleasure, trend, planning, uniqueness, famous brand, economic efficiency, and conspicuous consumption. Attitudes toward the collaborated of fashion products could be classified into two factors of reasonable ostentation and aesthetic value orientation. 2. The shopping orientation of the pursuit of trend is related to reasonable ostentation; in addition, the shopping orientation for the pursuit of uniqueness and economy is positively associated with an aesthetic value orientation. 3. The factors of fashion pursuit had a great positive effect on their preference for collaboration type among fashion brands and the factors of uniqueness and pleasure pursuit had a positive effect on the preference for collaboration type with fashion designers and artists. This showed that the pleasure pursuit factor had a positive effect on the collaboration type preference for celebrities. Fashion companies may be able to establish effective merchandising and marketing strategies that fit the characteristics and types of fashion collaboration.

• 한국유통학회지:유통연구
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• 제16권2호
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• pp.1-24
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• 2011

오프라인 구매환경과는 달리 온라인 환경에서는 제품을 직접 눈으로 확인하고 만져 볼 수 없다. 때문에 온라인 쇼핑몰을 구축하고 운영하는 입장에서는 보다 구체적인 제품정보를 제공해야 하며(김광석 2008), Alba (1997)는 제공된 정보의 질은 소비자들이 구매 후 만족을 얼마나 예상할 수 있는 가로 결정된다고 정의한 바 있다. 이에 패션 의류 온라인 쇼핑몰을 중심으로 실제 모델이 제품을 착용한 사진정보(실착사진)를 제공함으로써 실제 제품사용에 따른 결과를 제시하여 제품정보의 유용성을 높이고 있다. 한편 온라인 환경에서 소비자들의 제품에 대한 제한된 지각을 극복하는 또 다른 수단으로써, 가상제품경험은 가장 효과적인 것으로 논의되어 왔다(Jiang & Benbasat 2005). 그러나 가상현실도구의 도입과 지속적 활용에는 일반적인 텍스트/사진 정보와 비교해 높은 비용과 기술적 전문성을 요구한다(Shaffer 2006). 이는 특히 영세 소매상 입장에서 시장에 대한 진입장벽으로 작용하는 한편, 소비자의 정보처리과정에서는 오히려 단순한 형태의 정보에 비하여 더 높은 수준의 인지적 노력을 요구할 수 있다. 따라서 이러한 도구들의 활용하는 것이 소비자들의 정보과부하를 초래해 제품에 대한 핵심정보 취득을 방해하고, 소비자의 지각된 정보유용성에 부정적 영향을 미칠 수 있다. 이에 본 연구에서는 제품유형을 소비자들의 제품 사용상황에 따라 휴대제품과 설치제품으로 구분하고, 이때 정지사진, 실착사진, VR로 대별되는 제품정보의 형태에 따른 소비자들의 지각된 정보의 유용성, 쇼핑몰에 대한 태도와 품질평가, 구매의도, 재방문 의도를 측정하기 위한 실험을 진행했다. 그 결과 소비자 구매의도에 영향을 미치는 종속변수군에 대해 제품유형과 제품정보형태가 상호작용효과를 일으키는 것을 확인할 수 있었다.

• 한국의류학회지
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• 제34권6호
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• pp.997-1007
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• 2010

This study examines the role of consumer perception of social presence in e-tailing websites. The study proposes that the perception of social presence influences the variables that are important for e-tailers to build a relationship with consumers, which are the attitudes of consumers toward an e-tailer and patronage intentions toward the e-tailer. This study hypothesizes that the attitudes of consumers are influenced by individual perceptions of social presence that guide their patronage intentions. Consumer trust and their affective states are hypothesized to serve as mediators in the relationship between consumer perception of social presence and the attitudes toward an e-tailer. Sixty-one female students were used to test the proposed model. The findings from regression and mediation analyses supported all hypotheses, suggesting that the perception of social presence plays a significant role in consumer shopping habits for apparel: consumer perception of social presence influences consumer trust and affective states that modify attitudes toward an e-tailer and consumer patronage intentions. The theoretical and managerial implications for apparel e-tailers are discussed.

• 한국가정과교육학회지
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• 제17권2호
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• pp.29-47
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• 2005

본 연구의 목적은 인터넷 사용의 주 이용 연령인 중${\cdot}$고등학생들의 인터넷 쇼핑을 이용한 구매 실태, 인터넷 쇼핑을 이용한 의복 구매 행동m 의복 구매 태도를 조사하여 인터넷 쇼핑에 대한 중${\cdot}$고등학생의 올바른 소비자 교육 자료 개발에 필요한 기초 자료를 제공하는 것이었다. 분석을 위한 설문지는 2004년 11월에 서울, 대구, 경기, 충북, 충남. 경북, 경남 지역의 중${\cdot}$고등학생들에게 배포하여 수집하였다. 첫째, 인터넷에서 구입한 의복 품목은 티셔츠 및 남방, 신발 청바지 및 캐쥬얼 하의, 가방류 순으로 $2\~3$만원 미만의 중저가 제품을 주로 구입하였다. 주된 결제 수단은 무통장 입금이었다. 둘째, 의복 구매 만족도는 비교적 높았으나 제품에 대한 보상 만족도는 낮았다. 제품이 민족하지 못한 경운 적극적인 불평 행동을 하고 있었다. 셋째, 반품 품목은 티셔츠 및 남방, 청바지 및 캐주얼 하의, 신발류로 구매 품목과 같은 순이었고, 반품 요인은 사이즈가 맞지 않거나 컴퓨터 화면과 실제 상품과의 차이로 인한 것이 가장 많았다. 조사대상자의 $89.0\%$가 인터넷으로 재구매할 의사가 있다고 나타났다. 넷째. 의복구매와 관련된 인터넷 쇼핑에 대한 태도는 쇼핑의 편이성 항목에서 높았으며 특히. 제품의 다양성과 가격 경쟁 면에서 장점을 가진 것으로 인식하고 있었다. 다섯째, 인구 통계학적 특성 변인에 따라 의복 구매 행동과의 차이를 알아본 결과, 구매 경험과 의복 구매 경험 유무에서는 학년 지역, 월용돈 액수 변인에 따라 차이가 있었다. 구매한 의복 품목에 대해서는 성별에 따라서만 유의한 차이가 있었다. 중${\cdot}$고등학생의 인터넷 사용이 증가함에 따라 인터넷으로 제품을 구매하는 기회가 많아졌고 특히, 의류 제품 구매 비율이 해마다 증가하고 있는 추세로 이에 대한 합리적인 구매 행동을 위하여 체계적인 소비자 교육을 실시할 필요가 있음을 시사한다.

• Nutrition Research and Practice
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• 제8권3호
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• pp.327-335
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• 2014

BACKGROUND/OBJECTIVES: The purpose of this study is to identify how level of information affected intention, using the Theory of Planned Behavior. SUBJECTS/METHODS: The study was conducted survey in diverse community centers and shopping malls in Seoul, which yielded N = 209 datasets. To compare processed foods consumption behavior, we divided samples into two groups based on level of information about food additives (whether respondents felt that information on food additives was sufficient or not). We analyzed differences in attitudes toward food additives and toward purchasing processed foods, subjective norms, perceived behavioral control, and behavioral intentions to processed foods between sufficient information group and lack information group. RESULTS: The results confirmed that more than 78% of respondents thought information on food additives was insufficient. However, the group who felt information was sufficient had more positive attitudes about consuming processed foods and behavioral intentions than the group who thought information was inadequate. This study found people who consider that they have sufficient information on food additives tend to have more positive attitudes toward processed foods and intention to consume processed foods. CONCLUSIONS: This study suggests increasing needs for nutrition education on the appropriate use of processed foods. Designing useful nutrition education requires a good understanding of factors which influence on processed foods consumption.

• Human Ecology Research
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• 제56권6호
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• pp.555-571
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• 2018

This study identified the characteristics of fashion rental service users as well as analyzed their purchase decision-making processes. A qualitative investigation was conducted through in-depth interviews with 13 women in their 20s-30s who have experienced renting fashion items due to a high interest in fashion. The results of the study are summarized as follows. The need recognition stage analyzed ventilation by mass media, SNS impact, curiosity, saving shopping time and money, awareness of situational necessity, and creation of various styles. The information search stage analyzed how users obtained information from 2 different sources of nonmarketer-dominated sources and marketer-dominated sources. The pre-purchase stage analyzed the evaluation of alternatives in which study participants used 2 evaluation criteria for fashion rental services and fashion rental items. The purchase stage analyzed how participants wait and select desired items (when receiving the notification of rentable items) or select alternative products. The consumption stage examined the usage frequency and usage method. The study divided the post-consumption evaluation stage into 2 categories for evaluation: personal feelings and service. The post-consumption behavior stage analyzed how participants displayed WOM, eWOM and purchase rental product behavior. Clothing shopping orientation of study participants is displayed in 5 dimensions of brand-seeking propensity, individuality-seeking propensity, economic efficiency-seeking propensity, rationality-seeking propensity, and pleasure-seeking propensity. This study identified three main characteristics in the study participants: interest in the fashion, favorable attitude toward used fashion items, consciousness of others.

• 복식
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• 제62권1호
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• pp.104-119
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• 2012

Fashion cultural products represents cultural trend, and they are produced a lot in Korea to express the Korean culture and style. They are also tools that embody images of Korea. This study mainly focuses on the Korean traditional-patterned ornaments as fashion cultural products. Therefore, this study aims at developing a framework of consumers' attitudes and consumption behaviors about Korean traditional-patterned ornaments, examining how the characteristics are changed according to shopping orientation. For this purpose, a quantitative survey was carried out using 455 questionnaires from women in their 20s and over. The data were analyzed using frequency analysis, factor analysis, t-test, ANOVA, cluster analysis, and $x^2$-test. Findings of this study were as follows. First, half of the respondents were found to possess Korean traditional-patterned ornaments. However, consumers had positive attitudes and tend to purchase them for their own use rather than gifts, demonstrating that the potential for the market is large enough. Second, in accordance with their shopping orientation, consumers were sub-divided into four groups: trend/brand oriented, practicality/pleasure oriented, convenience oriented, and passive shoppers. The trend/brand oriented group showed highest levels of preference regarding purchase intentions of Korean traditional-patterned ornaments. This group also showed the strongest purchasing power on fashion items among the four groups. Third, this study presented animal, plant, geometric and abstract patterns to the respondents to examine their attitudes. It was found that consumers prefered plant-patterned ornaments rather than the others, demonstrating that they have stronger preference and purchase intention toward ornaments with more natural images.

• 복식
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• 제66권3호
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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.

• 한국병원경영학회지
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• 제9권3호
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• pp.1-17
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• 2004

This study is aimed to assess the general population's attitude toward the continuity of medical care and its related factors. Self administered questionnaire was performed on the 1,120 office workers in the C city, Gang-won province. The questionnaire included the attitude of the continuity of medical institute, the intention of medical service use on a given case, and the variables of the related factors. 58.8% of the total respondents agreed to sustaining treatment without changing medical institutes; on the other hand, 41.2% showed negative attitude. In case that a patient would gain a recommendation of a surgery, hospitalization, or a specific examination, the total respondents' 84.9%, 61.8%, and 50.8% of each recommended situation said that they would visit another doctor and gain a diagnosis. As a result of multiple logistic analysis of determinant factor on continuity, reliability of doctors was statistically significant factor. In order to reduce wastefully used medical resources and offer well-qualified medical service, a system of second opinion among peer group or beforehand agreement could be possibly adopted. In addition, improving the image and reliability of a doctor could be an important factor to make better the behavior of medical service shopping; therefore, an effort to improve the relationship between a doctor and a patient, and restore the reliability of doctors should be paralleled.