• 복식
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• 제64권1호
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• pp.77-88
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• 2014

This study examined the cosmetic store attributes that japanese tourists evaluated when purchasing cosmetics in korean cosmetic stores and the effect of those attributes on satisfaction, repurchase intention and recommendation intention. The subjects of this study were 250 Japanese female tourists who had purchase experiences of Korean cosmetics in the stores. Data analysis was conducted using factor analysis, regression analysis, and ANOVA using SPSS 15.0. The result of this study was as follows: First, cosmetic store attributes for Japanese tourists were composed of four factors such as products, store's atmosphere, salesperson and sales promotion. Second, it was shown that the salesperson and store atmosphere attributes have positive effect on cosmetic store satisfaction. Third, it was shown that store satisfaction had a positive effect on both repurchase intention and recommendation intention. Fourth, Japanese tourists' satisfaction on cosmetic store depends on the frequency of visiting Korea, and preference of the Korean Wave.

• 한국의류산업학회지
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• 제18권6호
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• pp.800-811
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• 2016

This study aims to extract the multi-channel attributes of Dongdaemun-based fashion brands and consider the effects of these attributes on customer equity, customer satisfaction and re-purchase intention. In total, 493 samples of those who have purchased Dongdaemun-based fashion brand products using multi-channels were collected for the final data analysis, which was performed using SPSS 21.0 and AMOS 18.0. The findings of study are as follows. Among the multi-channel attributes of Dongdaemun-based fashion brands, entertainment and informativeness had a significant effect on all customer equity drivers. In terms of the effects of customer equity drivers on customer satisfaction and re-purchase intention, all customer equity drivers significantly influenced customer satisfaction, while brand equity significantly influenced re-purchase intention. Also, customer satisfaction significantly affected re-purchase intention. In the effective relationship between customer equity drivers and CLV, brand equity causes a significant influence on CLV amongst the customer equity drivers. There were significant differences among groups following the multi-channel shopping orientation of consumers. This study is significant for its scientific focus on the distribution channels of Dongdaemun, and in terms of the practical aspect of identifying the multi-channel attributes considered to be important to consumers. Measuring customer equity will suggest implications about the long-term direction of the development of Dongdaemun-based fashion brands.

• 복식문화연구
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• 제30권2호
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• pp.297-318
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• 2022

A growing number of fashion brands and retailers are actively adopting live streaming as a new marketing channel. In spite of the increasing use of live commerce, the effects of live streaming commerce on customer purchasing behavior for fashion products are not fully understood. The purpose of this study is to examine factors affecting consumers' attitudes toward a purchase via fashion live streaming commerce (FLSC) and intention to use FLSC. The study also investigated whether consumers' expenditure on fashion and time spent on mobile shopping moderate the relationships among research variables. A total of 230 questionnaires were analyzed through descriptive statistics, confirmatory factor analysis, and multiple-group comparison tests using SPSS and AMOS. A summary of the main results of this study is as follows. First, the perception of the attributes of FLSC (ease of use, economic efficiency, interactivity, and enjoyment) has a positive effect on attitude toward a purchase via FLSC. The ease of use and economic efficiency of FLSC, in particular, have greater impacts on attitudes than other factors. Secondly, attitudes toward FLSC positively impact the intention to use FLSC. Lastly, the results of group comparisons, by fashion expenditure and time spent on mobile shopping respectively, hold no significant moderation effects among the variables. These findings demonstrate that consumers are more likely to use FLSC as they form a positive attitude by the attributes of FLSC mentioned earlier. The study provides some insights on an exploration of live streaming commerce for fashion product sales.

• 한국의류산업학회지
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• 제10권2호
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• pp.164-172
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• 2008

This study explores the attributes of the on-line shopping products and prices, and their effects on the customer satisfaction. In doing so, the sample population has been segmented according to their shopping propensity of consumption on clothing to understand the group differences. Based on the previous researches, the researcher have chosen four important characteristics of the customer's shopping propensity. The number of iteration on factor analysis revealed that the sample population can be classified into three different groups; the convenience/pleasure-seeking group, the fashion/utility-seeking group, and the unconcerned group. The significant group differences resulted on the following study variables; the product assortment, the price rationality, and the value of the price. Also, from the product aspect, the characteristic, the assortment, and the expression in order, explained the significant portion of the Y variance. While, on the aspect of price, the rationality, and information in order, significantly contributed on the customer satisfaction.

• 한국의상디자인학회지
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• 제22권3호
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• pp.19-32
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• 2020

Recently, the luxury brand market has expanded from the 5060 market to the 2030 market segment due to diversification of distribution channels, an increase in income, and changes in consumption values. This change is attributed to the increase in sales of fashion accessory products, such as bags and wallets, thereby confirming the importance of the luxury brand fashion accessories market. However, there are few studies of the luxury brand fashion accessories market or brand loyalty for fashion accessories, which accounts for a large proportion of the overall luxury brand market. The purpose of this study was to develop and empirically test a theoretical framework that captures and compares the difference of impact of service quality, product attributes, and consumer satisfaction on luxury brand loyalty between the 20-30 market and the 5060 market of the fashion accessories market. Data was collected from 598 customers who purchased luxury brand fashion accessories by objective sampling. Structural equation modelling was used to test the hypotheses developed for the study. Results found evident effects of consumer satisfaction on luxury brand loyalty through the perception of service quality by consumers. Additionally, in the 2030 market, the fashion accessory attributes had little impact on consumer satisfaction and luxury brand loyalty, whereas in the 5060 market, it had a significant impact only on consumer satisfaction, but not on luxury brand loyalty. This is the first study to examine a structural equation model of luxury brand loyalty to compare the difference of the model between segmented markets, such as the 2030 market and the 5060 market of the luxury brand fashion accessories market. These results will contribute to a better understanding of the mechanism that underlie the operation of an effective luxury branding strategy for fashion accessories.

• 한국의류학회지
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• 제32권8호
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• pp.1274-1285
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• 2008

The purpose of this study is to investigate influences of perceived price dimensions and store attributes on store choice behavior. Three major retail formats, department store, discount store, and internet shopping mall in retail industry were compared with respect to store attributes and intention to purchase fashion products. Data were obtained from 427 consumers aged 25-49 years old. The results were as follows. (1) Multidimensional aspects of the price construct were identified: price-quality schema, prestige sensitivity, price mavenism, value consciousness, price consciousness, and sales proneness. (2) Store attributes included product assortment, quality per price (Q/P), service, and symbolic image in general. However, store attribute factors of three retail formats consisted of slightly different items. Department stores presented the highest level of mean scores on product quality, customer service, and symbolic images, while internet mall exhibited highest on product variety, information comparison, and quality per price. (3) Respondents presented high level of intention to purchase fashion products at internet mall, department store, and discount store in that order. (4) Purchase intention at department store was predicted by Q/P, service, symbolic image, prestige sensitivity, product assortment, clothing consumption, and age in order. Purchase intention at discount store was influenced by assortment & Q/P, symbolic image, clothing consumption, and sales proneness, whereas internet mall was predicted by product assortment, Q/P, service, price mavenism, and price-quality schema.

• 한국의류학회지
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• 제40권3호
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• pp.566-573
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• 2016

Sustainability in fashion cannot ignore fashion attributes required for the design of rapidly changing and innovative products. This study examines "Re-Birth Design" development and provides a means to apply academic and industry perspectives to the investigation of Re-Birth fashion product development. This study defines "Re-Birth Design" as stock that has been designed and launched through distribution channels, subsequently returned unused, then improved and reborn into a new product for redistribution. This study analyzed specific cases. We selected 100 designs for Re-Birth from 11 brands of "K" fashion company in Korea, to be successfully sold in 2014. These cases are used in the analysis and are categorized into design types. As a result of the analysis, "Re-Birth Design" had five levels: Level 1. Changes in supplementary materials such as adding or removing decoration, Level 2. Changes in patterns or materials (changes within the product), Level 3. Partial changes in design (leading to a new design), Level 4. Complete deconstruction and rebirth of the design, and Level 5. Complete deconstruction followed by the use of the design source for a new product that is not a garment. This study analyzed products owned by brands, as well as successful cases of Re-Birth designs that reused existing resources, reduced energy consumption, and increased environmental and economic efficiency by recreating new products that could be resold.

• 한국의류산업학회지
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• 제11권3호
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• pp.390-398
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• 2009

The research purposes are (1) to identify male market segmentation based on fashion involvement, (2) to compare purchase intention of clothing items and store attribute evaluation at two different retail formats, department store and internet shopping mall, and (3) to compare the influence of store attributes on intention to purchase fashion products at two retail formats among segments. The data are collected from 275 male consumers through internet research institute. The major results of this study are as follows. First, the dimensions of fashion involvement are identified into external involvement and internal involvement. Male respondents present high mean scores on external involvement items, emphasizing social roles of clothing. Two involvement factors generate three market segments: high involvement group(32.4%), external involvement group(44%), and low involvement group(23.6%). Second, high involvement group shows higher mean scores on purchase intention of seven clothing items than low involvement group. Third, department store attributes are identified into four factors, product assortment, quality per price, service, and symbolic image, while internet shopping mall includes assortment & convenience, quality per price, and symbolic image. High involvement group again presents higher mean scores on each retail attribute factor than low involvement group. Finally, quality per price is the most significant variable to explain the purchase intention at department store among three market segment, whereas assortment & convenience and quality per price are important predictors to increase purchase intention at internet shopping mall. However, relative importance of each attribute variable is different among three involvement groups.

• 한국의류학회지
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• 제22권1호
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• pp.29-40
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• 1998

This study is to develope positioning strategy of fashion underwear market through the perceptual map which can analyze the psychological positioning of the existing fashion underwear brand. A positive study has been made on 176 women in their teens and twenties who live in the Seoul area through questionaire. The collected data was analyzed with Multidimensional Scaling Method, Conjoint Analysis and Cluster Analysis and so on. The results of analyzing the competitive relationships for attributes and the ideal points are as follows: The consumers groups are divided into three market segments on the basis of the ideal points about fashion underwear attributes. $\ulcorner$calvin Klein$\lrcorner$ evaluated excellent in design and color, brand and function attributes, and also appealed well to the segment market 2. $\ulcorner$calvin Klein$\lrcorner$ has good positioning at the fashion underwear market, and as well as the possibility of growth. $\ulcorner$Body Guard$\lrcorner$ appealed well in segment market 1 which highly valued the material and price attributes and $\ulcorner$Body Guard$\lrcorner$ competes with $\ulcorner$Benetton Undercolor$\lrcorner$ in this market. $\ulcorner$Hunt Innerwear$\lrcorner$ has possibilitiy to be appealed in segment market 3. Finally, it is necessary for each fashion underwear company to analyze and develope the segment market 3. Each company has to develope the brand that can appeal in the segment market 3 in which function was highly valued, and has better to make strategies that develope more functional products like sports underwear, bodysuit and bodywear and so on.

• 한국의류산업학회지
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• 제20권5호
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• pp.509-519
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• 2018

This study is to examine the effects of salespeople' attributes (i.e., empathy, availability, professional appearance) on consumer cognition, emotion, and behavior. A conceptual model was developed based on stimulus-organism-response (S-O-R) theory and cognition-emotion theory. A total of 542 questionnaires were collected online and some incompletely written questionnaires were excluded. Because of the high possibility of memory distortion, only the questionnaires (n=220) written by those who visited fashion stores within one week were used for the final analysis. The results of PLS analyses demonstrated that 1) salespeople's empathy directly affected consumers' shopping emotion; 2) salespeople's availability and professional appearance indirectly affected consumer's shopping emotion through store image; 3) consumers' shopping emotion positively affected purchase intention. Theoretical and practical implications of the results are discussed in conclusion. As a result of this research, the main characteristics of the salespeople were identified in order to allow the consumers visiting the fashion store to buy the fashion products naturally and the basic directions of sales manuals for the salespeople in the fashion store were presented. It is also hoped that academic researchers will be able to use the characteristics of salespeople as the main data to understand how they affect consumers' cognitive and emotional responses and how they are connected to purchase behavior.