• The Research Journal of the Costume Culture
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• v.20 no.2
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• pp.272-285
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• 2012

The purpose of the study is to examine the role of consumer perceptions of websites' entertainment and informativeness in developing their attitudes (attitude toward the retailer and attitude confidence toward the product) in the context of apparel e-tailing. A structural equation model was developed for an empirical test based on the literature on uses-and-gratifications and attitude confidence. A sample of 119 consumers who live in the United States participated in the online survey. The results generally supported the proposed model. Specifically, the analyses revealed that consumers' purchase intention toward the displayed product is positively influenced by their attitudes toward the retailer and by their confidence in their attitudes toward the product. Interestingly, only one of the two cognitive antecedents, perceived entertainment, has a positive impact on consumers' attitude toward the retailer. Perceived informativeness, however, had a positive impact on attitude confidence. These findings suggest that consumers who have high perception of an e-tail website's entertainment are more likely to exhibit favorable attitudes toward the e-tailer, while consumers who have high perception of an e-tail website's informativeness are more likely to hold strong confidence in their attitudes toward the product displayed on the website. Both consumer attitudes toward the e-tailer and their attitude confidence lead to their purchase intentions.

• Journal of the Korean Society of Clothing and Textiles
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• v.8 no.1
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• pp.21-27
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• 1984

The purpose of this study was to investigate the relationship between perceptual orientation and four aspects of clothing behavior. Perceptual orientation was measured with Choi's Perceptual Orientation Scale, and clothing satisfaction was assessed with Lim and Lee questionnaire. Clothing importance was measured with some items of Kirby's Clothing Attitudes and additional items prepared for this study, Clothing comfort was measured Ivith some items of Creekmore Scales of Eight Clothing Variables and additional items prepared for this study. Clothing conformity was measured by some items of Selker's The Clothing Conformity Inventory and Carpenter's Clothing Opinion Scale and the Kim questionnaire, along with additional items for this study. Altogether 43 items were used. The questionnaire was completed by 480 second year junior and senior high school boys in Seoul. Statistical analysis was performed using the correlation coefficient, t-tests, multiple regression analysis, and analysis of variance. The results were : 1) Perceptual orientation was positively related to clothing satisfaction. 2) Perceptual orientation was negatively related to clothing conformity. 3) Scores of senior high school boys on self-perception and total perception were significantly higher than these of junior high school boys. 4) Clothing satisfaction, clothing conformity and clothing importance were different according to the grade level. That is, junior high school boys had a higher clothing satisfaction ana senior high school boys had a higher clothing conformity and clothing importance score.

• The Journal of Natural Sciences
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• v.8 no.2
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• pp.181-189
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• 1996

We investigated the relationship between the attitudes and brand preference on the expression techniques of advertisement of underwears and actual buying. A total of 233 females living in Seoul and Taejon were surveyed to compare these points of five major underwear brands (Vivien, Ravora, Wacoal, Calvin Klein, Let'xes).The survey showed that the responders reacted more positively to the revolutionary advertising techniques of the Calvin Klein, and Let'xes than to the more conservative techniques of the Vivien, Ravora, and Wocoal.The most positive response was obtained from the Calvin klein's revolutionary techniques while the most negative response from the Ravora. The most preferred brand was the vivien, followed by the Calvin Klein, Wacoal, Ravora, and Let'xes. The degree of preference varied according to the demographic variables like age, schooling, income, occupation, and residential area. As for the motive of preference, the Calvin Klein ranked best in respect to shape, quality, advertisement, and comfortability. The price factor was best for the Ravora. The Let'xes ranked worst in all aspects. However, there was discrepancy between the attitudes on advertisement and the actual buying, this implying that the attitudes on advertisement did not seem to directly affect actual purchasing behavior.

• Journal of the Korean Society of Clothing and Textiles
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• v.15 no.2 s.38
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• pp.173-187
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• 1991

The purposes of this study were to investigate the clothing attitude of college living in different culture area and to find out the critical factors which have an effect on their attitude. Samples subjected to this study were 774 college students consisted of 368 Korean students living in Seoul, 286 American students and 120 Korean students resident in New York. Clothing attitude was Measured by questionnaires composed of four variables; Clothing Attitude, the aspect of clothing habit, self·esteem and demographic variables. The statistical data were analyzed by t-test, $x^{2}-test$, ANOVA, Duncan multiple range test, Factor analysis, multiple regression analysis. The results of the study were as follows: 1. There was significant difference in all clothing attitude variables except expression of personality and personal satisfaction according to culture area. 2. There was significant difference in factors which have an effect on clothing attitude according to culture area. 2-1) Clothing attitude of Korean students were more affected by self-esteem than that of American students and Korean students resident in N.Y. 2-2) Clothing attitude of Korean students were more affected by sex, grade, major and income than that of American students and Korean students resident in N.Y. 3. The most influential variables on clothing attitudes of college students turned out to be self-esteem and cultural area. Other variables such as sex, major and income had some effect on clothing attitude such as sex, major and income had some effect on clothing attitude. 4. There was significant difference in the aspect of clothing habit according to culture area. 4-1) There was significant difference in all aspect of clothing wearing variables according to culture area; clothing wearing motives, influence by reference group about dress, dress accord- ing to uses. 4-2) There was significant difference in all of clothing buying behavior variables according to culture area; the factor on clothing selection, the place of clothing buying.

• Journal of the Korean Home Economics Association
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• v.33 no.4
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• pp.279-288
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• 1995

The purpose of this study was to compare clothing attitude and clothing purchase behavior of two age groups of adult men,- college students and middle aged. Four aspects of clothing attitude (fashion interest, status symbol, conformity, practicality/comfort) were assessed with 20 Likert type questionnaires adapted from the previous researches. Four aspects of purchase behavior(information sources used, store patronage, importance of store attributes, clothing selection creteria for occasions) were measured with forced choice questionnaire developed or adapted from previous researches. The questionnaire were administrated to 512 male college students and middle aged men. The data were analysed using frequency, percentage, and t-test. The major findings drawn from this study were as follows : 1. Clothing comfort among four aspects of clothing attitude according to the age group was that middle-aged men showed higher conformity than college students. 2. For the information source for apparel purchase, college students used consumer dominated information source while middle-aged men used market dominated information source. 3. For apparel purchase, students preferred brand franchise store, and factory outlet/off-price store, while middle-aged preferred department store and custom-made. Among six store attributes, convenience and price were the most important attributes to the students, while convenience and high quality to the middle aged. 4. The most important clothing selection creteria for formal occasion (job interview, wedding ceremony) was dignity. Comfort/practicality were important creteria for both of leisure occasion and daily attendance (office, school).

• Journal of the Korean Society of Costume
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• v.3
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• pp.95-107
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• 1980

The hair and headdress, positioned on the top of the body, assume a special role of accomplishing the silhouette of the clothing. This thesis reviewed the change of the hair and headdresses of the ancient Western world and studied the relationship between the silhouettes of the dresses and the shapes of the hairstyles. It was concluded that the hairstyles of each region had been developed in accordance, with their dress silhouettes, either repeating the silhouettes in a smaller scale, or reflecting their aesthetic attitudes toward clothing in the hairstyles. Religious symbolism was displayed strongly. In the headdresses of the cultures where the religious influence was great.

• The Research Journal of the Costume Culture
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• v.7 no.1
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• pp.27-37
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• 1999

The results of this study are as follows : 1. Though Korean college women have taken unfriendly attitudes and thoughts to Japan, they have enjoyed themselves over the various Japanese cultures. 2. They have thought that Japanese fashion becomes popular in Korea, Japanese clothes are superior to Korean clothes in quality, and they are suitable to express personality. 3. Japanese clothing elements which become popular now in Korea are the clothing style of ‘school girl-look’, ‘Avant-garde’, punk hair style, and the various shapes of shoes, accessories, and make-up.

• Journal of the Korean Home Economics Association
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• v.40 no.4
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• pp.201-210
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• 2002

The purpose of this study was to extend the social teaming and imitation theory in an attempt to examine the effect of star-entertainer imitation behavior on clothing behaviors in relation to adolescents' age and gender variables. The research was a survey and the subjects were 895 adolescents in Taejon, Korea. The measuring instruments was serif-administrated questionnaire consisted of star-entertainer imitation behaviors and clothing behaviors. The collected data were analyzed using factor analysis, ANOVA, Duncan's multiple range test. Results were as fellows: 1) The results of analysing the response of star-entertainer imitation behaviors showed that adolescents had very positive attitudes and high psychological need to identify self with star-entertainers, however, their actual identification behaviors were not very noticeable because of parents' restraint and school regulations on students' appearances and clothing behaviors. 2) The results of analysing the response of clothing behaviors showed four factors such as 'fashion$.$clothing interest', 'psychological dependency on clothing' , 'clothing exhibition', and 'clothing conformity'. 3) Star-entertainer imitation behaviors had significant effects on clothing behaviors; the group with more star-entertainer imitation behaviors showed more fashion$.$clothing interest, higher psychological dependency on clothing and clothing exhibition, and lower clothing conformity than the group with less star-entertainer imitation behaviors. 4) Clothing behaviors showed the differences according as adolescents' age and gender; the female adolescents showed more fashion$.$clothing interest and clothing exhibition than male, the high school and cortege age groups showed higher psychological dependency on clothing than other age groups. It is concluded that the results of this study support social teaming and imitation theory since TV media give strong influence on the TV viewers through presenting various modeling stimuli to adolescents' lives.

• The Research Journal of the Costume Culture
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• v.22 no.4
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• pp.511-525
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• 2014

This study set out to investigate consumers' attitudes toward pro-environment, and their actual purchasing behavior. It aimed to empirically examine the effects of the consumers' attitudes toward pro-environmental products, the importance of the product attributes and the perceived value of the companies' environmental activities, on their purchasing behavior of eco-friendly fashion products, including their satisfaction, trust, and repurchase intention. The questionnaires were administered on 304 married women with previous experience of buying eco-friendly fashion products. The results were as follows. First, the consumers' behavioral patterns in terms of environmental concerns and the purchasing of eco-friendly household items were significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Second, the importance of eco-friendly attributes was significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Third, the perceived value of corporate environmental activity was not related to the purchasing behaviors of eco-friendly fashion products. Finally, the purchasing behavior of eco-friendly fashion products was significantly positive in relation to the satisfaction with eco-friendly fashion products as well as the trust and repurchase intention, and satisfaction and trust positively affected the repurchase intention. The implication of the research and direction for future study were discussed.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.3
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• pp.323-336
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• 2015

This study explored the effect of Sociocultural attitudes toward appearance on appearance concerns, appearance management behavior, appearance complex, face satisfaction, and body satisfaction. The sample of the study was women aged between 20 and 40 who live in Seoul or Gyeonggi-do. We used 292 questionnaires for the final statistical analysis. Data were analyzed by common factor analysis, and multiple linear regression using SPSS 12.0 / Windows. The results of the study are summarized as follows. First, Sociocultural attitudes toward appearance were classified into internalization and awareness, appearance management into weight control, hair care, make-up, and skin care, and appearance complex into complex from other people and complex from self. Internalization showed significant positive effects on appearance concerns, hair care, weight control, face satisfaction, and body satisfaction; however, there were negative effects on make-up, skin care, and complex from other people. Awareness showed significant positive effects on make-up skin care, weight control, and complex from other people; however, there were negative effects on appearance concerns, hair care, face satisfaction, and body satisfaction.