• The Research Journal of the Costume Culture
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• v.12 no.4
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• pp.566-578
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• 2004

The purposes of this study were to identify the dimensions of advertising evaluation and to examine the influence of advertising evaluation on advertising attitude and buying intension. Also this study categorized the advertising responses. Through the pretest, 15 casual wear brand＇s advertisements were selected and presented as stimuli. The data was collected from 377 female university students using questionnaire and analyzed by descriptive statistics, factor analysis and multiple regression fer path analysis. The results of This study were as follows. First, 5 factors were identified for the dimensions of advertising evaluation: model/message/product/brand/tone ＆ manner. Second, through the path analysis, advertising evaluation had direct and indirect influences on buying intension. The influences of dimensions of advertising evaluation on buying intension were also examined: model, message and product had indirect influence on buying intension mediated by advertising attitude, whereas product and brand had direct influence on buying intension. Especially, product affected considerably on buying intension. Third, advertising responses were categorized into five dimensions: tone ＆ manner/model/message/product/brand.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.1
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• pp.40-49
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• 2010

This study investigates the differences in: 1) attitudes toward the advertising ofjeans, buying intension, importance of merchandise selection factors, and utilization of information sources among groups according to the level of fashion involvement 2) attitudes toward advertising and buying intension among types of advertising 3) importance among merchandise selection factors 4) utilization among types of information source. Questionnaires were distributed to 300 men and women between 10 and 30 years of age. A sample of 286 men and women responded to the questionnaire. Using SPSS/PC version 12.0, factor analysis, reliability analysis, analysis of variance, and randomized block design are used for the data analysis. The results showed significant differences in: 1) attitudes toward the advertising of jeans, buying intension, importance of merchandise selection factors, and utilization of information source among groups according to levels of fashion involvement 2) attitudes toward advertising and buying intension among types of advertising 3) importance among merchandise selection factors 4) utilization among types of information sources.

• Fashion & Textile Research Journal
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• v.10 no.3
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• pp.281-288
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• 2008

The purpose of this study was to investigate how clothing interest, fashion involvement, and self-consciousness affect brand recall, brand attitude and buying intension of the product placed on TV drama. The data were collected using a self-administered and structured questionnaire on subject of 270 middle school students and 260 high school students in Pusan. Frequency analysis, $X^2$-test, t-test, and multiple regression were used to conduct the data analysis on 524 out of 530 questionnaires. Clothing interest and the level of self-consciousness had significant influence on brand recall and emotional brand attitude of the product placed on TV drama. Self-consciousness affected cognitional brand attitude. Moreover, TV drama clothing interest and fashion involvement had a significant influence on buying intension. Therefore, TV drama clothing interest was the main factor which affected brand recall, brand attitude and buying intension of the product placed on TV drama.

• Journal of the Korean Society of Costume
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• v.52 no.1
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• pp.37-52
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• 2002

The purpose of this study was to investigate influential factors on the buying intention and the impulse buying of discount store apparel. Data were collected by randomly surveys and the subject was married women. SPSS PC+8.0 was used to analyze the data. The factors to influence on the buying intention of discount store apparel were perceived money value, store image, brand familarity, differentiated needs, perceived risk, perceived quality, voluntary performance. It was found that perceived money value affected buying intension and that perceived quality affected the satisfaction after buying. The factors to influence on impulse buying of discount store apparel were environmental stimulus, useful stimulus, emotional stimulus, situational stimulus of consumer. The relationship between factors of impulse buying and influenced factors of buying intention was that store image affected useful stimulus and differentiated needs affected emotional stimulus.

• Proceedings of the Costume Culture Conference
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• 2001.07a
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• pp.16-19
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• 2001

• CRM연구
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• v.2 no.2
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• pp.21-40
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• 2009

This study conducted to examine how consumer's perception of COO(Country of (Brand) Origin) image affects brand association knowledge, how coo image and brand association knowledge affect buying intention, how these relationship differs in hedonic and utilitarian products and the moderating effect of consumer's ethnocentrism in the influence of brand association to buying intension. The results indicated the followings: First, it was significant COO Image affect brand association knowledge, more strong significant in Hedonic products than in utilitarian products. But it was not supported COO Image affect buying intension significantly. Second, Brand association knowledge affected buying intention significantly. And the last, consumer's ethnocentrism mediated between brand association knowledge and buying intention strong significantly.

• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.7
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• pp.1124-1138
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• 1997

This study intended to investigate the concept of Clothing Involvement and Brand and to provide useful basic data for building on affective brand strategy. The purpose of this study is as follows: first, It is to measure the result of Brand Extension attitudes and Brand Extension items by clothing involvement (high involvement/low involvement). Second, It is to classify the factors of Clothing Involvement which suggested in theoretical research and to clarify correlation between clothing involvement factor and brand evaluation, brand extension attitudes. Third, It is to investigate the affect that clothing involvement, demographic variable and brand type on Brand Extension Evaluation. Subjects of this study were the adult women in Seoul, who were extracted by sampling randomly during the fall of 1995. Questionnaire was used as major method of gathering data. They were analyzed by the SAS method such as Frequency, Anova, Duncan, Correlation, multiple regression, Factor analysis. Main result of this study were as follows : 1. In brand extension attitude evaluation by high-involve group and low-involve group, quality, reputation and buying intension of brand extension attitudes showed significant difference. B brand extension attitudes and items of high-involve group was high compare to low-involve stoup. High-involve group evaluated watch, underwear, shoes and stocking of extension items highly, and there is no involvement difference of perfume, parasol, cushion. 2. In order to classify the dimension of Clothing Involvement, it was carried out factor analysis. 1 found that Clothing Involvement was composed of 4 factors, namely, interest - fashion.perceived risk symbolism. Correlation between clothing involvement and brand extension attitude was as followed; Interest factor of clothing involvement was correlated the existing brand attitude. Brand preference of the existing brand attitude was related the image of brand extension attitude, interest of advertising was the quality and the reputation-image was the buying intension. 3. For evaluation of a factor influenced on Brand Extension, it was produced multiple -regression test. Demographic variables and brand types had some influence of Clothing Involvement and Clothing Involvement had on brand extension. 27% of interest, 26% of symbolism was explained by brand types and 15% of fashion, 6% of perceived risk was explained by brand types, demographic variables. And, 10% of brand extension was explained by interest, fashion and symbolism.

• The Journal of Industrial Distribution & Business
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• v.13 no.11
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• pp.47-64
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• 2022

Purpose: This study's goal is to investigate how perceived risk of Japanese electronic product affect the negative emotion and the avoidance intentions. In addition, this is difference in the effect of perceived risk on negative emotions and avoidance intentions according to the presence or absence of substitutes. Research design, data and methodology: Perceived risks of Japan products are decided by four dimensions, they are economic risk, social risk, psychological risk and physical risk. The reach model is made by the theory of risk-avoid. We requested this survey to 5808 customers by panel and web site, received 559 replied. We used 528 questionnaires excluding unreliable data. For the analysis, smart PLS is used. Results: Psychological risk has influence on negative emotion and avoidance intension. Social risk and physical risk affected negative emotion, but did not directly affect avoidance intention. Economic risk affects avoidance intension, but it has no effect of negative emotion. The existence of Japanese products' substitute only effects the relationship of economic risk and avoidance intention. Conclusions: Korean consumers behavior their buying and using of Japan product as financial benefit and satisfaction, not only risk. It is suggested that Korean company should make and develop unique product with good price.

• Journal of the Korean Graphic Arts Communication Society
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• v.30 no.1
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• pp.21-33
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• 2012

This research attempts to analyze the effect of printed-saving coupons distributed by major discount store on consumer purchasing intention. Those consumers having used printed-saving coupon in major discount store in Daejeon were selected as respondents. 121 copies were retreated from 150 questionnaires. For data analysis, frequency analysis for respondents' characteristics, Cronbach's alpha for reliability of analysis, and $X^2$ test of multi-regression analysis for testing hypothesis were utilized. The result of analysis shows 1) the way of using coupon is respectively different according to sex, age group, marital status, term of coupon, and the number of using coupon; 2) Attributes of coupon partially influence on purchasing intention of consumers. Only shopping cost cutting is insignificant, while keeping convenience, impulse buying, scheduled purchasing are significant. The most effective variable is scheduled purchasing, keeping convenience, and impulse buying influence on purchasing intension of consumers. Therefore, offering printed-coupon by major discount store is useful tool to induce consumers to planned purchasing.

• Journal of Distribution Science
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• v.11 no.11
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• pp.41-47
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• 2013

Purpose -This paper aims to understand how easy and convenient it is for consumers to use mobile services. A mobile service combines hardware and software with information technology. To specifically meet the needs of users of mobile applications, the context of usability was identified in consumer mobile services. Research Design, Data, and Methodology - For usability measurement and evaluation, appliances and software were the main target: this applied to an expanding range, such as a Personal Digital Assistant (PDA), mobile phones, and wired and wireless integrated services. This study extended the Technology Acceptance Model (TAM) by examining the roles of two characteristics of mobile applications'usage: usability and usefulness. Results - The study tested the research model using a structural equation modeling (SEM) technique. Results showed no significant differences between the two models. Usability comprised learnability, efficiency, memorability, errors, and satisfaction: the motivation for using a mobile application was understood as being the usefulness and easy-of-use of the mobile application. This empirical study validated the proposed research model and hypotheses, and found that the hypotheses could be supported. Finally, the phenomena derived from the causal relationships in usability were identified, and their implications considered.