• 한국의류산업학회지
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• 제7권6호
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• pp.624-632
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• 2005

The purpose of this study was to examine the consumers' purchasing behavior of budget-priced cosmetics according to the shopping orientation. Questionnaires used for this study were composed of 57 questions including 21 questions about cosmetic shopping orientation, 32 questions about budget-priced cosmetic purchasing behavior and four questions about demographic variables. Questionnaires were administrated to 20 to 49 aged 317 women who have shopping experience on budget-priced cosmetics. Data were analyzed by using factor analysis, cluster analysis, ANOVA, ${\chi}^2$-test, correlation, crosstabulation analysis, and scheffe test utilizing SPSS/WIN. The results were as follows. First, shopping orientation of cosmetics were classified into 5 factors: 'interest and impulsive purchasing tendency', 'price-oriented purchasing tendency', 'ration-oriented purchasing tendency', 'famous brand-oriented purchasing tendency' and 'brand royalty- oriented purchasing tendency'. According to the shopping orientation of cosmetics, the respondents were classified into 4 groups: 'passive shopping group', 'rational shopping group', 'active shopping group', 'neutral shopping group'. Second, when comparing each group's purchasing behavior of budget-priced cosmetics with shopping orientation of cosmetics, there was not significant difference in one time purchasing cost and the number of shop visits. In case of demographic variables concerning purchasing behavior of budget-priced cosmetics, there was significant differences in one time purchasing cost according to age, level of education and employment status. The number of shop visits had also difference according to age, level of education and monthly family income. Based on these results, marketing strategies for demographic characteristics of target market rather than the shopping orientation are needed.

• 한국의류학회지
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• 제41권1호
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• pp.116-130
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• 2017

This study analyzed the effects of consumption value of outdoor female consumers on relationship quality and long-term relationship orientation as well as differences in consumption value, relationship quality and long-term relationship orientation by demographic characteristics. A survey was conducted from May 15-22, 2016; subsequently, 336 responses were used in the analysis. Statistical analysis methods consisted of frequency analysis, factor analysis, reliability analysis, t-test, ANOVA, and regression analysis. The results indicate that the consumption value of outdoor female consumers was composed of functional value, emotional value, epistemic value, situational value, and social value. Relationship quality was composed of satisfaction, commitment, and trust. Consumption value (functional value, emotional value, epistemic value, situational value, and social value) of outdoor female consumers positively affected satisfaction. Emotional value, epistemic value and situational value positively affected commitment; in addition, functional value and emotional value positively affected trust. Satisfaction, commitment, and trust about outdoor brand also positively affected the long-term relationship orientation; in addition, consumption value positively affected long-term relationship orientation. There were significant differences in the consumption value and relationship quality by age and marital status. The study results provide useful information for the marketing strategies of outdoor brands that consider female consumers.

• 디자인학연구
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• 제18권1호
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• pp.253-262
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• 2005

급변하는 멀티미디어시대에 백화점은 지역 소비자들의 문화적 욕구를 충족시키는 장소역할 뿐 아니라 새로운 라이프스타일의 추구와 소비패턴의 연출장소로도 활용되고 있어 소비자들의 구매 욕구를 불러일으키기 위한 비주얼머천다이징의 중요성은 더욱 더 커지고 있다. 본 논문은 백화점 화장품매장에서 여성고객이 화장품을 구매할 때 비주얼머천다이징 전략이 어떠한 영향력이 있는지 그 선호도를 설문조사하여 분석하였는데 그 결과를 보면 다음과 같다. 매장디자인 연출구성에 있어서 색채와 P.P(Point of Sale Presentation)의 선호도가 일반요인인 상품의 품질, 가격, 직원서비스 다음으로 중요한 것으로 나타남에 따라 화장품기업들은 비주얼머천다이징전략을 시행할 때 제품의 판매촉진을 위해 각 브랜드의 차별화 된 트레이드컬러의 제시와 P.P 즉, 분류된 상품의 판매 포인트를 상품정보와 함께 표현, 연출하는 것이 무엇보다 중요하다고 할 수 있다.

• 한국의상디자인학회지
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• 제6권3호
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• pp.67-81
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• 2004

This research demonstrates clothing consumption values, fashion preferences of career women from the early 1920s to late 1930s. And having thorough understanding of values and preferences, allows us to establish marketing strategies for clothing companies. The main purpose of this study is (1) to formalize consumer group based upon the clothing consumption values, (2) to find for characteristics of consumer depending on classification of consumption value in clothing, (3) to understand the preferences of career women about fashion trends. Analyzing data was performed 292 copies, resulting factor analysis, Cluster analysis, X-test, Anova, Tukey test, t-test, frequency analysis, and reliability analysis. This paper showed 7 distinctive characteristics of career women about clothing consumption value. These characteristics can be listed as 1) value of brand image, 2) value of self-expression, 3) functional values, 4) epistemic values, 5) coordination values, 6) social values 7) psychological values. Importantly, brand image value became most significant aspects among 7 factors. Analyzing consumers based upon stated 7 factors, it was found that they are segregated into 4 groups; Self-expressive Group, Psychological Stability Group, Functional Group, Social Group. Secondly, for fashion trend preferences, self-expressive group, psychological stability group, and functional group favored Romantic Feminine Style respectively. Social Group showed preference in Nu-Basic'. The reason for such trend dealt with fabric materials and colors. Finally examining population statistics, younger generations showed more preferences in Nu-Basic', and consumers from ages of 26 to 28, 32 to 34 showed preferences in Romantic Feminine' regardless of their household income, clothing related expenditures, jobs, and education level. On the other hand, 'Modem Classic' was popular among college graduates and 'Paradise' was somewhat less popular among all ages except from ages of 32 to 34, consumers consumption 300,000Won to 400,000Won on clothing related expenditures. And 'Energy' seemed to attract more highly educated females, who had more than masters in degrees with over 300,000 to 400,000Won for clothing related expenditures.

• 문화기술의 융합
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• 제5권1호
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• pp.1-12
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• 2019

우리나라는 일제 식민지배로 인해 중요한 근대의 시기를 읽어 버렸음에도 오늘날 선진국의 반열에 올라서 있다. 이 시기는 디자인 활동에도 상당한 제약을 받았음으로 우리의 창의적이고 혁신적인 디자인 행위는 별로 없었을 것으로 생각하는 것이 일반적이며 그에 대해 연구한 결과도 미미하다. 이 시기의 디자인 행위에 있어 창의적 발상이나 혁신적인 디자인들은 전혀 없는 것인가? 라는 물음 속에서 당시 남겨진 근대디자인의 여러 산물들에 대하여 분석한 결과 10가지의 분야에서 새롭고 남다른 혁신성(Innovation)을 발견할 수 있었다. 즉 오늘날도 디자인 분야에서 구사하는 혁신적인 전략 예컨대 브랜드 패밀리, 뉴 사인시스템, 모더니즘 스타일, 로컬라이제이션, 스타마케팅, 완 소스 멀티 유즈, 프라이빗 브랜드, 자연친화, 융 복합, 패러디 전략 등을 활용해 디자인했음을 확인할 수 있었다.

• 복식문화연구
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• 제29권6호
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• pp.795-809
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• 2021

The purpose of this study was first, to clarify the clothing benefits that Uzbek female college students seek through clothing products; and second, to determine whether there is a difference in clothing involvement and clothing purchasing behavior according to the type of clothing benefits. Data were collected from 290 female university students from Tashkent, Uzbekistan, and analyzed using factor analysis, K-means group classification analysis, ANOVA, Duncan test, χ²-test, and frequency analysis. Respondents were classified into four types according to their clothing benefits: individuality/economy-pursuit, comfort-pursuit, fashion/brand-pursuit, and indifference. Significant differences were identified in terms of clothing involvement, information sources, clothing evaluation criteria, clothing store attributes, clothing wearing conditions (including monthly clothing expenses), number of purchases per year, clothing purchase location, clothing preference style, and clothing dissatisfaction. The fashion/brand-pursuit and personality/economy-pursuit types were influenced more by fashion and symbolism of clothing involvement, information sources, clothing evaluation criteria, and clothing store attributes. The individuality/economy-pursuit type purchased more frequently, spent more monthly clothing expenses, and used the internet. Clothing store attributes were considered more important by female students than the other attributes. In these results, clothing benefits were identified as consumer characteristics of female Uzbek college students and market segmentation was determined. In addition, it is meaningful in providing basic data for efficient marketing activities and minimizing trials and errors in establishing local-friendly strategies for target customers in different cultures.

• 한국콘텐츠학회논문지
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• 제22권10호
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• pp.213-224
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• 2022

본 연구는 상품과 생산, 마케팅 등 다양한 측면에서 장점을 갖고 있어 급격하게 비중이 커져가는 니트 갑피를 활용한 스니커즈의 스타일 유형과 디자인 특성을 분석하여 디자인 전략과 상품 개발의 방향을 설정하는데 목적이 있다. 이를 위해 니트 갑피 스니커즈 시장에서 주목받고 있는 브랜드의 상품과 온라인 마켓에서 인기를 끌고 있는 상품 총 924개를 대상으로 스타일 유형과 디자인 특성을 분석하였다. 분석된 연구의 결과는 첫째, 고유성으로, 전통적인 소재와 제작기법을 따르지 않음으로써 니트 갑피 스니커즈만의 고유한 하이브리드적 스타일과 디자인이 정립되고 있다. 둘째, 복합성으로 컬러와 소재에 있어 다양한 조합을 통해 각각의 특성을 살린 멀티플한 이미지를 창출하고 있다. 셋째, 실험성으로 일반 스니커즈에 비해 한층 더 공학적이고 새로운 재료와 기법을 접목하여 과감한 디자인 변화를 꾀하고 있다. 스니커즈 시장이 날로 확대되어 가는 현 시점에서 산업의 경향을 반영한 본 연구를 통해 신발 분야에 대한 다양한 연구 활동과 산업 분야의 브랜드 기획 방향에 기초적인 정보를 제공할 것으로 기대한다.

• 패션비즈니스
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• 제28권2호
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• pp.1-14
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• 2024

Within the metaverse platform, users engage in communication with others through 'avatars' reflecting their own identities. Users experience various virtual fashion items through avatars, and the fashion industry anticipates avatars wearing virtual fashion items as an emerging business opportunity. Many fashion brands are currently releasing virtual fashion items specifically designed for avatars. In this study, we examined the impact of user identification with their avatar on their perception of the attributes of virtual fashion items (investment attractiveness, scarcity, playfulness, and aesthetics) and its influence on behavioral intentions. The research involved a survey of 250 females with prior knowledge of the metaverse. Structural equation modeling analysis was conducted to examine research hypotheses and validate the model. The results confirmed that as users within the metaverse perceive greater identification with their avatar, they also perceive the attributes of virtual fashion items more favorably. This finding affirms the self-reference effect, where users positively evaluate objects associated with themselves. Additionally, perceiving the attributes of virtual fashion items was found to be positively linked to purchase intentions for virtual products and actual interest in the brand. Lastly, a higher intention to purchase virtual fashion items was associated with forming a more favorable attitude toward the respective brand. Consequently, this study provides academic and practical implications for marketing strategies within the metaverse, emphasizing the active utilization of avatars and elements that facilitate user-avatar identification for effective engagement.

• 무역학회지
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• 제41권4호
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• pp.185-219
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• 2016

본 연구는 중국 화장품 시장에서 한류 스타를 휴먼브랜드로 간주하고, 중국소비자들의 한류 스타에 대한 애착이 한류 스타가 광고한 브랜드에 대해 중국소비자들이 진정성을 인식하게 만들고, 이 브랜드 진정성이 한국 화장품 브랜드에 대한 중국소비자들의 신뢰에 영향을 미치는 지를 살펴보고자 하였다. 또한 본 연구에서는 브랜드 진정성이 제품의 종류에 따라 다르게 정의되고, 구분될 수 있다는데 착안하여, 화장품 브랜드 진정성을 대상으로 살펴 본 선행연구를 기초로 한국 화장품 브랜드 진정성을 제품, 판매인, 기업 진정성으로 살펴보았다. 이를 위해 본 연구는 총 1개월 간 중국소비자들을 대상으로 화장품과 관련된 정보를 활발하게 공유하는 대표적 설문 조사사이트(http://www.sojump.com)를 이용하여 설문조사를 실시하였으며, 총 394부가 실증분석에 이용되었다. 실증분석 결과 중국소비자들의 한류 스타에 대한 애착은 한류스타가 광고한 한국 화장품 브랜드로 전이되어, 중국소비자들이 한국 화장품의 제품, 판매인, 기업진정성을 내포한 브랜드 진정성에 긍정적인 영향을 미침을 확인하였다. 또한 제품, 판매인, 기업진정성 등을 포함한 한국 화장품 브랜드 진정성은 중국소비자들의 한국 화장품 브랜드에 대한 신뢰에 영향을 미치는 것으로 나타났다. 본 연구의 결과는 브랜드 진정성 및 신뢰가 중요한 이슈인 중국 화장품 시장에서 한국 화장품 기업들이 자사 브랜드의 진정성 및 신뢰를 중국소비자들에게 인식시키기 위해 취할 수 있는 한류 스타를 이용한 광고 및 마케팅 전략 등의 시사점을 제언할 수 있을 것이다.

• 한국식생활문화학회지
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• 제31권2호
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• pp.170-177
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• 2016

This study carried out empirical analysis of the effect on conspicuous consumption and purchase intention by social face sensitivity of customers who have eaten at luxury restaurants. Adult male and female customers aged 20~60 years who lived in Seoul and who had experience eating at luxury restaurants were selected as survey participants. The results of this study are as follow. First, social face sensitivity factor had a significant effect on preference for famous brands and seeking fashion. On the other hand, among social face sensitivity factors, shame consciousness had a significant effect on other-oriented conspicuous consumption. Thus, the hypothesis was partially accepted. Second, among social face sensitivity factors, other-conscious social face had a significant effect on purchase intention. Thus, the hypothesis was partially accepted. Third, preference for famous brand and seeking fashion had a significant effect on purchase intention. However, other-oriented conspicuous consumption tendency had no effect on purchase intention. Thus, the hypothesis was partially accepted. If studies on various consumption sentiment variables continue to be made, these may be usefully utilized for establishing marketing strategies of companies.