• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.6
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• pp.841-852
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• 2009

The aim of the study was to quantify and explore the causal relationships of appearance management through an analysis of one's own clothing and wearing experience, namely clothing preference, personality factors, emotion and mood, newness, familiarity of one's own clothing, and social interaction. Explorative quantitative and qualitative research was carried out using a uniformly composed sample of 10 size 12 females. A personality questionnaire was completed a short while prior to the study. A 10 day ‘wearing diary’ was administered to record where and when outfits were worn. Two questionnaires were completed measure emotion and mood, prior to changing into clothing (a daily baseline), and when they were wearing or changed clothing (dynamic mood). Qualitative information was recorded and included their thoughts and feelings other than the questionnaires, along with photographs that were taken by participants. Preference, social and newness ratings for each outfit worn were recorded after the 10 day period. SPSS analysis identified relationships and linear regression analysis identified preference indicators. Thematic analysis identified 9 themes regarding the management of mood, personality and social factors when wearing one's own clothing. The results indicated strong relationships between emotion, mood, personality and preference and how much newness and different levels of social interaction influence these factors. Participants tended to match their mood and personality with their clothing choices but in some cases also compensated. This research recognises the value of consumer psychological processes involved in appearance management, and has implications for further research into product involvement, post-purchase behaviour and retail strategies for personal shoppers.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.12 s.138
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• pp.1545-1553
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• 2004

This study assumes a bidimensional model of acculturation theory in order to understand the acculturation patterns of Korean-Americans and their fashion and shopping behavior. Bidimensional models of acculturation suggest that acculturating individuals may possess the components of both the heritage culture and the new, host culture. A combination of email and paper and pencil surveys was conducted with a convenience sample of Korean-Americans who are living in Seattle and vicinity area (n=108). The questionnaire included questions related to the respondents' and their parents' demographic information, the respondents perceived relationship with their parents, self-reported ethnic identification, ethnicity-related behaviors/attitudes, clothing involvement, shopping motivations, and fashion reference groups. The results support the bidimensional models of acculturation process as opposed to the linear model. Three different groups among Korean-Americans based on their ethnic identification pattern were found: a group with dominant Korean identity(Segregation group), a group with dominant American identity(Assimilation group), and a group with dual identity(Integration group). According to the results of MANOVA and subsequent Duncan and Scheffe tests, the Integration group showed distinct characteristics from Segregation group or Assimilation group, in terms of their ethnicity-related behaviors/attitudes, clothing involvement, shopping motivations, and fashion reference group influence.

• Journal of the Korean Home Economics Association
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• v.44 no.3 s.217
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• pp.27-49
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• 2006

This study investigated the integrated effects of family, school, internet, and mass culture factors on the identity formation of adolescents. Specifically, the purposes of this study were to categorize adolescents into groups by what they do during the time except the life in school and to investigate differences among the groups regarding the identity information(body image, self-esteem, self-identity) and the influences of environmental factors on identity formation of adolescent. The study distributed questionnaires to middle and high school adolescents of five representative cities in South Korea. The total respondents were 2240(960 from Seoul/Kyongki, and 320 each from Taegu, Pusan, Kwangju, and Taejon). The response rate was 98.7%. The data were analyzed by factor analysis, cluster analysis, ANOVA, Duncan test, and multiple regression. The results showed that Korean adolescents were segmented into five groups : TV preference group, computer preference group, friends and family involvement group, homework and study preference group, and study institute involvement group). The five groups were significantly different in regard to body image pursuit, self-esteem, and self-identity. The body image pursuit, self-esteem, and self-identity of adolescents were significantly different in regard to each environmental factors, in each adolescent group.

• Journal of the Korean Society of Costume
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• v.66 no.2
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• pp.45-60
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• 2016

As a method to satisfy needs and emotions of consumers who pursue diversity, the use of Kitsch in the fashion industry has been increased. Previous studies on Kitsch fashion have focused on qualitative research on the characteristics of Kitsch product, and little empirical researches have been conducted on consumer attitude such as consumer response to Kitsch products and brand equity. Therefore, the purpose of this study are 1) to investigate comparisons of experiential values (i.e., Aesthetic, Amusing, Cultural) with Kitsch product moderated by consumers' characteristics (i.e., consumer uniqueness, fashion involvement), and 2) to explore the relationship between experiential values and brand equity. Factor analysis, reliability analysis, ANOVA, and structural equation model using SPSS 18.0 and AMOS 18.0 were used for the data analysis. 210 questionnaires were analyzed for this study. The results of this study were as follows. First, significant difference in aesthetic values of Kitsch products were shown. Kitsch Product with nostalgic characteristics has higher aesthetic values than others. Specifically differences in experiential values with Kitsch product were partially moderated by consumers' characteristics (i.e., consumer uniqueness, fashion involvement), Second, cultural value had a positive influence on brand awareness, while amusing and cultural values had a positive influence on brand image. Also aesthetic and amusing values had a positive influence on brand loyalty. Academic and business implications were discussed from this study.

• The International Journal of Costume Culture
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• v.13 no.1
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• pp.42-50
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• 2010

The purpose of this study was to find differences in evaluation criteria and product information based on jeans products consumers. The participants of this study were women age of 19 to 30 years. This study was implemented by descriptive survey method using questionnaires. A total 182 questionnaires were analyzed in this study. The subjects were grouped by the evaluation criteria of purchasing jeans through an online shopping. Finding of the study showed that, Group 1 was high involvement group. They conscious of both style feature and practicability of jeans when they bought jeans. Group 2 was low involvement group. They are not conscious of those features. The important factors were different by groups. The most important factors of purchasing jeans for Group 1 were fashion trend and practicality. Price was the most important factor for Group 2. They bought jeans at extremely low or high price. On the other hand, Group 1 bought jeans of diverse prices range. The popular shopping sites were different between two groups. The department store was the most important place purchasing jeans for both groups. The second important place was specialty stores for Group 1, and online shopping for Group 2. The usefulness of product informations were also examined when they evaluated the jeans at online shopping. The most useful product informations were leg cut style and rise length. Fit information was very important for Group 1. Group 1 considered that the function of zoomming the picture image was important. The material characteristic and name of brand were also useful than Group 2. But the size and care instruction were not highly useful.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.8
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• pp.1202-1210
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• 2007

The purpose of this study was to identify factors of shopping orientation and factors of preferred stores for female shoppers aged from 45 to 64. Also women's markets for these ages were segmented based on their shopping orientation, and consumer groups were compared in terms of demographics and preferred store characteristics. Data from 238 women aged between 45-64 were collected by survey method and used for statistical analyses. Factor analysis, cluster analysis, $X^2$ test, F test, Duncan test were done. The results were as follows. First, five shopping orientation factors, such as high involvement, fashion orientation, brand orientation, other people orientation, and economic orientation were found. Second, five factors of preferred store characteristics were identified. They were store environment, product characteristics, trend and brand, accessibility, and sales personnel factors. Four consumer groups of brand pursuing, fashion pursuing, other-dependent, and high-involvement were classified. Those consumer groups showed significant differences in terms of demographics and preferred store characteristics. In conclusion, Korean women aged 45-64 were shown to have some differences in their shopping orientation compared with young women and to differ in preferred store factors among their groups.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.8
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• pp.1500-1511
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• 2001

The purpose of this study were (1) to analyze the current fashion web-sites on the internet, which were increasing rapidly in number, (2) to find out the users purchase experiences of fashion products at internet shopping malls and satisfaction level on the information provided by the fashion sites. The questionnaire was administered to 332 women & men and data were analyzed by frequency, mean, standard deviation, factor analysis, reliability analysis, ANOVA and t-test. The results of this study were as follows. The factors on the satisfaction of information fashion web-sites categorized as 5 areas: Economy$.$Convenience, Aesthetics $.$Recreation, Variety $.$Interests, Up-to dateness $.$Specialization, and Reliability$.$ Precision. On the factor of Economy$.$Convenience, the users who had more frequent access and who were in their 20’s expressed the higher level satisfaction. On the factor of Aesthetics$.$Recreation, the users who had longer periods of time of use, who had lower level of internet shopping mall involvement, and students appeared to be more satisfied. On the factor of Variety$.$Interests, the users marking higher level of satisfaction were those who had higher frequency of uses, who had shorter period of time of use, who had lower level of internet shopping mall involvement and were students. On the factor of Up-to-dateness$.$Specialization, higher level of satisfaction was shown among the users who had shorter period of time of use, who had higher frequency of uses, who were in their 20’s and who were students. There was no significant differences according to Reliability & Precision factor.

• Journal of Digital Convergence
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• v.10 no.10
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• pp.261-275
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• 2012

An increasing number of mountaineers are recently creating diverse consumer needs for mountaineering garments, thereby leading to a production of smart mountaineering garments with diverse-functions. Smart mountaineering garments are increasingly adding to comfort and safety, boosting their market size. This study researched on the Technology Acceptance Model (TAM) to examine factors that influence the intention of consumers to purchase buy mountaineering garments. For that purpose, 641 people aged 20-61 years who experienced in mountaineering were surveyed online. An extended TAM was designed by adding new variables such as fashion involvement and garment involvement associated with the characteristics of clothing products to the variables such as self-efficacy sense, technological innovativeness, perceived enjoyment. The findings of the study suggested that self-efficacy sense influenced perceived usefulness, perceived easiness of use, and perceived enjoyment, while garment involvement and fashion involvement influenced the perceived easiness of use and the perceived usefulness, respectively. Also, the perceived easiness of use influenced perceived usefulness and perceived enjoyment, while the perceived usefulness and perceived enjoyment directly influenced the intention of purchase. Based on the findings of this research, this study seeks to determine factors variables of smart garments purchase intention, and to explore measures to enhance such purchase intention, thereby offering working implications for developing smart mountaineering garments.

• Journal of the Korea Fashion and Costume Design Association
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• v.13 no.1
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• pp.21-35
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• 2011

Thanks to the popularization of golf, the population of young golfers including female players has been continuously increasing and the market specialization of golf-wear has been gradually intensifying with a growing number of new import brands in the market. This study is aimed to provide a direction to strengthen and invigorate the competitiveness of domestic golf wear brands through research on the benefits pursued by, the purchase attitudes towards local and overseas brands and the purchasing behaviors of female customers who have emerged as the newest customer group in the golf-wear market. The subjects of the research were 409 female golfers and the statistical analyses used for the study were factor analysis, cluster analysis, ANOVA, Scheffe test, and chi-square test. The results showed that there were six factors sought for golf-wear benefits: figure compensation, brand orientation, comfort, youth/fashion, maturity/conformity, and individuality. Cluster analysis showed that there were three groups of golf-wear benefits sought. Overall, the three groups were different in regard to golf involvement and golf-wear preferences. Based upon the results mentioned above, this study summarizes the key features of each group and can provide applicable suggestions for conducting strategic marketing activities.

• Journal of the Korean Society of Costume
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• v.32
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• pp.201-211
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• 1997

In light of the problem of imported apparel that tends to increase rapidly this study was intended to inquire into the assessment of male and female college students about the brands of imported apparel relative to dom-estic apparel based on quality perception price pirceptionand social psychological perception. And it is concerned with making a compara-tive study of the difference in consumer's con-sciousness of clothing between subjects by dividing them into the group of preference for imported apparel the group of non-preference for it on the basis of their ratings. As a consequence the following study results were obtained. 1) As a result of comparing college students' ratings for quality perception price perception and social psychological perception of impor-ted apparel all three factors were shown to have the high average value in care of the group of preference for imported apparel and to have a significant difference between groups. 2) As a consequence of making a compara-tive study of the difference in the clothing at-titude between groups the group of prefer-ence for imported apparel showed the high av-erage value about brand preference and identi-fication clothing involvement and interper-sonal perception through clothing and to hjave a significant difference with the group of pref-erence for imported apparel in terms of the peripheral environment and the place of pur-chase. 3) As a result of making a comparison of the difference in demographic factors between groups it was analyzed that female clollege students especially college women in the departments of art and physical education had the higher preference for imported apparel. And it was shown that they had the higher preference for imported apparel the greater amount of pocket money they had. Broader and deeper studies are required to be made about imported apparel in a multifaceted way. Therefore follow-on studies will have to be actively conducted such as a study of con-sumer's evaluation about imported apparel and domestic apparel charged at th same range of prices and a study of the difference on con-sumer's consciousness of imported apparel found over age span of consumers.