• 한국의상디자인학회지
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• 제18권4호
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• pp.1-15
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• 2016

The object of this study is to find out the influence of college students' consumption value on consumer attitudes towards environmental awareness and clothing environmental behavior. Questionnaires were administered to 236 college students living in DaeguCity and Kyoungbuk province. Frequency, factor analysis, reliability analysis, regression analysis, and t-test were used for data analysis. Our findings are as follows. Consumption value of college students had factors as differentiated, consumption needs, utility, economies ostentation, others awareness, and belonging. Consumer attitudes towards environmental awareness were found as environmental importance, environmental product purchase, environmental product interest, and environmental action. Clothing environmental behavior were found as up cycle, buying eco-friendly clothing, active participation, saver purchase, and eco-friendly clothing management. The result of this study showed differentiated, others awareness, and belonging had significant effect of environmental product purchase and consumption needs, utility, and belonging had significant effect of environmental action. Differentiated, and others awareness had significant effect of up cycle, buying eco-friendly clothing, active participation, and eco-friendly clothing management. Gender of college students showed significant differences consumption value, consumer attitudes towards environmental awareness, and clothing environmental behavior.

• 한국의류학회지
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• 제9권1호
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• pp.1-8
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• 1985

The purpose of this study was to investigate the relationship between three aspects of clothing behavior and sex role attitude. For Sex Role: sex role attitude was measured by Osmond-Martin's Sex Role Attitude Scale and Items selected from Smith, Ferree and Miller's Feminism Scale. For Clothing Behavior: a unisex clothing attitude questionnaire was developed for this study, and general clothing behavior was assessed with Kim; Won: Kim: Lee; and Jung's questionnaires dealing with modesty and the yin-yang continuum of design preference. The questionnaries were administered to a sample of 366 junior high school girls in Seoul. The data were analyzed by Pearson correlation. The results were that, liberal attitudes toward sex role were positively related to unisex clothing attitude: liberal attitudes toward sex role were negatively related to modesty in clothing. Liberal attitudes toward sex role were related to the yin-yang continuum of design preference in clothing; that is, the persons having more liberal attitudes toward sex role preferred yang (masculine) design.

• 대한가정학회지
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• 제41권6호
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• pp.13-28
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• 2003

The purposes of this study were to identify money altitudes of college students and to examine both socio-economic characteristics and clothing purchase behaviors by different money attitudes. For this study, guestionnaires completed by 2-year and 4-year college students (n=426) were analyzed by factor analysis, cluster analysis, X²- test, and ANOVA. The results of this study were as follows: First, the money attitudes were composed of five factors and they were categorized by three clusters: cluster of considering the money as a tool for future safety, a way of approval and filling up emotions, and inclination toward stinginess and distrust. Second, the factors which were associated with money attitudes were academic level, education level of parents, household income, students' own income, and the economic level of their households. Third, in each type of attitudes, the clothing purchase behavior had four steps of decision making: problem recognition, information search, evaluation of alternatives, and the purchase. There were significant differences in the clothing purchase behavior among the money attitude styles.

• 복식
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• 제60권8호
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• pp.15-28
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• 2010

The purpose of this study was to investigate how gender role attitudes affect clothing involvement and clothing consumption behaviors in young female generation by changing the traditional sex role stereotype. For the research, the survey was conducted for a month from June 15 to July 15, 2009. Data was collected a total of 368 questionnaires from 20's female university students and analyzed 301 questionnaires with SPSS 12.0. The results were as follows. First, the results of factor analysis on gender role attitudes confirmed the multifactorial theory of gender schema: modern masculinity, conservative gender roles, modern feminity based on emotion, gender role openness, and traditional feminity. Second, gender role attitude of female university students was a little conservative but flexible to accommodate masculinity and active in the emotion expression. Third, gender role attitudes had important effects on clothing involvement which was identified into 4 different factors; fashion involvement, clothing interest, performance risk, and social psychological risk. Fourth, gender role attitudes were related with clothing consumption behaviors as like shopping orientation, on-going information search behavior and brand loyalty because of needs for innovation, exhibition and differentiation. Therefore, it was concluded that not only 'androgynous' from modern feminity based on emotion but also 'masculinity' was applied to important fashion marketing strategic tools by statically affecting female consumer's clothing involvement and clothing behaviors.

• 한국의상디자인학회지
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• 제11권3호
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• pp.43-57
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• 2009

Middle and High school students are highly interested in appearance and clothing and they use it as a method of expressing their personality and freedom. We examined clothing attitudes and school uniform attitude of the students and analyzed relationship between them by the survey of 446 middle and high school students living in Seoul. First, High school students have more positive attitudes towards school uniform than middle school students have. High school students prefer school uniform and wear more frequently than middle school students do. Second, the group of economic efficiency and individuality have more positive attitudes and prefer the school uniform than group of practicality, fashion and conformity have. The group of fashion and economic efficiency show the preference of famous brand. Based on these results, we understand the attitudes of middle and high school student towards school uniform with reference to the clothing attitudes. Therefore, we need to accept demand of students in producing school uniform.

• 한국의류학회지
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• 제29권3_4호
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• pp.438-448
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• 2005

The purpose of this study was to identify the relationships among physical growth, body criticism from others, sociocultural attitude toward physical appearance, body image, self-esteem, and clothing attitudes. The data were collected from 439 junior high school girls living in Seoul, Korea, via a self-administered questionnaires, and were analyzed by factor analysis and LISREL models. The results of this study were as follows: 1) Among three sub-variables of physical growth, the height had a positive effect on the affective aspect of body image. 2) The body criticism from others had the effect neither on the sociocultural attitude toward physical appearance nor on the affective aspect of body image. 3) The sociocultural attitude toward physical appearance had a negative effect on the affective aspect of body image and a positive effect on the cognitive/behavioral aspect of body image. 4) The affective aspect of body image had a positive effect on the cognitive/behavioral aspect of body image, self-esteem, and clothing attitude. However, the cognitive/behavioral aspect of body image had the effect on clothing attitude. 5) The self-esteem had no significant effect on clothing attitudes.

• 복식
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• 제56권2호
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• pp.45-55
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• 2006

The purposes of this study were to identify clothing attitudes and purchasing motives according to consumption orientation of Chinese middle aged women. The results of this study were as follows: 1. Factors of shopping orientation were rich & fashion, economy & profit, traditional virtue & leisure utilizing, and frugality & pragmatism. Chinese middle aged women were classified into practicality pursuit group, material & fashion pursuit group, conservative leisure utilizing group, and negative stagnating group. 2. Factors of clothing attitudes were fashion, self-confidence & symbol, politeness, comfort, and luxury. Practicality pursuit group considered politeness of clothing more and did not purchase impulsively, but material & fashion pursuit considered many factors of clothing attitudes most. Conservative leisure utilizing group considered economy most, but negative stagnate group considered less. 3. Factors of clothing purchasing motives were fashion & conformity, fitness, impulse, and practical needs. Practicality pursuit group purchased clothing because of practical needs, but material & fashion pursuit group purchased of fashion & conformity, fitness, impulse, and practical needs.

• International Journal of Human Ecology
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• 제10권1호
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• pp.23-33
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• 2009

This study identified the appropriateness of acceptance models of smart clothing and differences in the hypothesis of the path to clothing acceptance by classifying consumers depending on the level of technology innovation and fashion innovation through the extended TAM (Technology Acceptance Model) presented by Chae (2009). 815 copies of data were collected from adults over twenty living in major South Korean cities and analyzed them using a SPSS 15.0 and AMOS 5.0 package. Based on the average value of technology innovation and fashion innovation, the respondents were classified into: Group 1 with high technology innovation and fashion innovation, Group 2 with high technology innovation but low fashion innovation, Group 3 with low technology innovation but high fashion innovation, and Group 4 with low technology innovation and fashion innovation. The appropriateness of models for the four classified groups was verified. The analysis proved that an extended TAM for each classified group explains the acceptance process of smart clothing; especially the appropriateness of model of Group 1 and Group 4 was comparatively higher than other groups. Perceived usefulness was revealed as the key variable that affects consumer attitudes to accept smart clothing. Perceived ease of use has indirect positive effects on consumer attitudes passing through perceived usefulness and clothing involvement partly exerted impacts on consumer attitudes and the intention of acceptance. The mediating role of attitudes to explain the intention of the acceptance of smart clothing is high and suggests that it is necessary to take a positive role to help the consumer perceive the functional and useful aspects of the clothing.

• 한국의류학회지
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• 제47권4호
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• pp.609-624
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• 2023

This study aimed to explore the effects of perceived benefits on consumers' attitudes towards cross-border online shopping websites. We also explore whether and how consumers' COVID-19 anxiety and brand familiarity weaken or strengthen the relationship between these perceived benefits and consumer attitudes. A total 319 items of data were used for the final analysis. The perceived benefits of a website were found to have only an indirect effect on purchase intentions by mediating consumers' attitudes toward the site. Competitive pricing of fashion products directly affected purchase intentions. COVID-19 anxiety was found to have a negative moderating influence on the relationship between perceived enjoyment and consumer attitudes, whereas brand familiarity had a positive moderating effect on both the relationships between perceived usefulness and consumers' attitudes toward the site and between perceived ease of use and their site attitude. This study provides useful insights for international e-tailers in developing marketing strategies that attract international consumers. Academically, we have contributed to the existing literature on the perceived benefits of global online shopping and the moderators of consumers' attitudes towards e-commerce sites.

• 한국의류학회지
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• 제34권11호
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• pp.1923-1932
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• 2010

This study researches appearance management behaviors through their interests in appearance and the degree of their management among undergraduates to study the effects of sociocultural attitudes toward appearance, self-esteem, and perceptive physical attractiveness on face and hair management behavior. A questionnaire was distributed to 825 female/male undergraduates in Daegu city and Gyeongbuk province. SPSS 12.0 package was used for data analysis; in addition, frequency analysis, factor analysis, and Cronbach's ${\alpha}$ multiple regression analysis were utilized. The results were as follows: 1) In negative weight management behaviors, internalization among sociocultural attitudes and personal physical attractiveness among the physical attractiveness perceptive showed positive effects, while self-esteem showed negative effects. 2) Internalization of sociocultural attitudes and social physical attractiveness of physical attractiveness perception seemed to have positive effects with regard to positive weight management behavior. 3) Internalization among sociocultural attitudes and social physical attractiveness among physical attractiveness was influenced positively in terms of clothing management behavior.