• 한국의류학회지
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• 제30권9_10호
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• pp.1400-1412
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• 2006

As PB market segments into premium market, PBs were drawing attentions in terms of creating profits as well as a means to differentiate building up store identity. The purpose of this study makes a comparative study on the difference of consumer attitude formation process in discount store and home-shopping distribution channel which are recently on the upswing. This paper investigated the consumer's attitude formation on the private apparel brand. Subjects of this study were consumers in their $20s{\sim}40s$ who are main customer groups of PBs. The data were analyzed by Structural Equation Modeling and Multi-Group Analysis of Amos 5.0 to verify the difference of the path between store PB and premium PB. Following are the results of the study. Consumer attitude formation path on PB grades showed statistically noticeable difference. In discount store PB, store evaluation didn't directly influence on consumer attitude formation but showed indirect effect. On the other hand, in home shopping premium PB case, product evaluation directly influenced on consumer attitudes with store evaluation. Hedonic attitude dimension connected with behavioral attitude(purchase intention) revealed difference in path. Also consumer's evaluation on variables in model turned out to be different according to brand grade.

• 패션비즈니스
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• 제14권3호
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• pp.128-145
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• 2010

Nowadays people are turning to have a more intimate environment-friendly lifestyles. In the clothing industry they are focusing on making products that are more human-friendly and not harmful to the environment. In the midst of the spread of consumption research is being done to develop manufacturing textiles that do not induce pollution. For instance, advantages of the natural textile fibers, cotton, silk, and ramie, have been newly recognized in terms of environment-friendliness, Together with these fibers, the natural high molecular materials, such as chitosan and hyaluronic acid, have found new roles in the application sectors of human-friendliness and environment-friendliness. Products using these substances and processing methods can make the products more wearable, have high sensitivity, make people feel aesthetic appreciation for the products, and make them appreciate the value of a more healthier environment. In a survey according to subjects in their 20s and 30s, their preferences towards their consciousness and awareness of the development of materials as well as their attitude towards environment-friendly products were determined as a conclusion. It was shown that consumers that are more conscious about the interest of the environment as well as the problems concerning the environment were more intent on buying products that were environmentally-friendly. Women have shown more active and positive attitudes towards the importance of the awareness of the environment in comparison with men. Generally, consumers in their 20s and 30s preferred the feel of materials that were less than 1% concentration process than those of materials that were 1% concentration process. To increase the "rustly" feeling of the materials, it was found that 1% concentration process was suitable for manufacturing.

• 한국의류학회지
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• 제19권3호
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• pp.397-415
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• 1995

The purpose of this study was to identify the change and characteristics of 20th men's fashion. The result of the Study as follows; 1 In the period 1890's-World War I there was a display of opulence and extravagance Therefore men's fashion pursued with elegance and grace. The rise of sports and an erosion of rules of Victorian society were evident influences before 1914. So men's silhouette resembled athletic appearance and less formality was shown in masculine attire. 2. During the period World War I-1920's the new equality of social relations between the sexes had an influence in fashion. Unisex look evolved so boyish shaped became the feminine ideal, men wanted to boyish fitted leaner stylings and natural shoulder suits. In the twenties youth, who seemed to have a social dominance, asserted their own testes in fashion. New style of men's fashion such as oxford bags and Ivy League Look appeared. After World War I "comfort" is the aim of fashion so casualness was reflected in fashion: vests often were discarded and man wore a soft, detachable collars. 3. In the thirties depression marked a shift in mood from gaiety and progressivism of the twenties to the conservative, even reactionary values. The role of men and women returned to more traditional attitudes, Every men's general appearance was bold and manly: his chest was broad and well-built, his shoulders square and muscular. The effects of World War ll were not on style but on textiles and clothing construction: lighter weight fabrics appeared and construction was simplified 4. Men's dress changed only in detail and not in essence. But there was a continued increase in the variety of clothes and color in men's fashion.

• 한국의류학회지
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• 제36권11호
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• pp.1148-1161
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• 2012

This study investigates the effect of site characteristics in fashion social commerce and SNS subjective norms on the attitude of consumers towards social commerce and their purchase intentions for fashion products. In addition, this study tests consumer responses through a comparison of a group purchase mall versus a private mall. Respondents are limited to consumers aged 20 to 39 who have recently purchased fashion products through social commerce over the last month. Four hundred samples were used for the final analysis. Descriptive statistics, Cronbach's alphas, a confirmatory factor analysis, and a structural equation modeling analysis were conducted. The results are as follows. Product value, convenience and SNS subjective norms without trust significantly influenced the consumer attitude towards social commerce, and the attitude of consumers positively influenced the purchase intentions of fashion products. In the group purchase mall, only convenience affected the attitude of consumers; in the private mall, product value, convenience and SNS subjective norm had an effect on the attitude of consumers. In addition, the SNS subjective norm positively influenced purchase intentions directly as well as indirectly. Social commerce ought to offer product value and create a simple and convenient design to raise the purchase intentions of fashion products; in addition, they should use SNS functions to inform consumers of social commerce. It is imperative to implement different marketing strategies according to social commerce type.

• 한국의류산업학회지
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• 제23권4호
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• pp.458-468
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• 2021

In the context of Sustainable development, China, the world's second-largest apparel market, is also concerned about the environmental impact of fiber waste. Currently, there is a great interest in sustainable fashion in both supply and demand in China. Based on the theory of planned behavior(TPB), the determinants of sustainable fashion consumption(SFC) of Chinese consumers were evaluated in this study: man-nature orientation(MNO) and environmental knowledge(EK) as motivation and perceived online-store accessibility(POA) and perceived money availability(PMA) as barriers. Wenjuanxing, a Chinese professional survey collection agency, conducted an online survey of millennials in Shanghai, China. The final sample size for the survey was 215. Partial least squares structural equation modeling was employed to test the proposed hypotheses. The results indicated that attitudes, subjective norms, and perceived behavioral control significantly affected the purchase intention towards sustainable fashion products. MNO and EK influenced the attitude, whereas EK, POA, and PMA influenced perceived behavioral control. This study contributes to the TPB literature through the examination of four antecedents: MNO, EK, POA, and PMA. The findings provide valuable insights for retailers and markets based on the identification of the motivations and barriers that enhance the purchasing intention of Chinese millennials toward SFC.

• 한국의류학회지
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• 제32권6호
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• pp.918-927
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• 2008

본 연구는 한국과 미국 여대생의 정숙성-비정숙성 개념에 대한 요인분석연구이다. 본 연구는 질적연구와 양적연구를 병행했으며 자료 수집은 2004년 2월부터 6월까지 한국과 미국의 대학에서 동시에 이루어졌다. 전문가 집단에 의해 진행된 사전조사에서 정숙성-비정숙성에 관한 심층 인터뷰와 토론내용을 녹음하여 내용분석 한 후, 본 조사를 위한 13개의 질문을 구성하였다. 58명의 미국 여대생과 36명의 한국 여대생이 수업시간 중에 질문지에 자유기술식으로 응답한 후 토론하였으며, 응답의 내용을 내용 분석하였다. 그 결과 47개의 정숙성 설문문항을 구성하였으며, 한국과 미국에서 예비조사를 거친 후 174명의 미국 여대생과 208명의 한국 여대생을 대상으로 본 조사의 자료를 수집하였다. 수집된 자료를 요인 분석한 결과 정숙성과 비정숙성의 하위개념으로 보수성, 신체노출, 사회적 적합성, 타인주목성의 4개 하위요인이 추출되었다. 각 하위요인에 대한 ANOVA분석결과, 미국 여대생이 보수성에서 더 높은 점수를, 한국 여대생은 신체노출에서 더 높은 값을 나타내어 미국 학생들은 정숙한 의복을, 한국 학생들은 비정숙한 의복을 받아들이는 경향이 과거보다 증가하고 있음을 확인할 수 있었다.

• 한국의류산업학회지
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• 제7권2호
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• pp.218-224
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• 2005

The purpose of this study was to investigate the infiluence of positive and negative word-of-mouth informations on visiting intention of hairshop customers. Data were collected from 342 adult females and analyzed by using frequencies, factor analysis and regression utilizing SPSS/PC+. The results showed that positive word-of-mouth informations such as shop employees' skill/attitudes, physical benefit, comfortable facilities, time saving/consistent service, kindness and rational price had influence on the visiting intention of hairshop customers. The negative word-of-mouth informations that consumers had experienced using hairshop were categorized as untrustworthy face-to-face customer management, non-customer service oriented mind, and unskilled employees/inefficient hairshop environment. The negative word-of-mouth informations had no effect on the visiting intention.

• 복식
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• 제51권3호
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• pp.141-153
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• 2001

The Purpose of this research is to compare the feminine modesties expressed in the clothes of women's college students in 1980s and 1990s, and to find out the social cause of the change of modesty by reference data. Korean women's college students in 1980s considered feminine modesty very important in the selection of clothes but students in 1990's had quite different attitudes. The major cause of this change may be due to the fact that the traditional conservative values in clothes were diminished in 1990's. The main cause of different values in 1980s and 1990s is the rapid social change of korean society in this Period. The concrete factors of changes were the change of authoritarian aesthetic values and the Positive orientation to diversity individuality sensibility and sexuality.

• 복식문화연구
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• 제16권1호
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• pp.145-157
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• 2008

The purpose of this study was to examine the effect of interactivity on consumers' mental imagery, attitude toward a product, confidence in evaluation and purchase intention. The proposed model was examined by conducting an experiment using mock apparel websites. A total of 1,009 female college students enrolled at a major midwestern university in the USA participated in the experiment. A structural equation model was used to test the model. The results of the study indicate that interactivity positively influenced mental imagery, attitudes toward a product imagery, and confidence in evaluation. The structural equation model also revealed that mental imagery positively influenced attitude toward a product and confidence in evaluation. Finally, the results show that attitude toward a product and confidence in judgment positively affected purchase intention. The study provides valuable theoretical perspectives which aide in the understanding of the effect of interactivity on consumers' cognitive and behavioral responses, and helps retailers develop effective marketing strategies.

• The International Journal of Costume Culture
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• 제6권2호
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• pp.105-116
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• 2003

The purposes of this study were to examine the fashion adopted by young women in the United States in the 1970s and to explore how the dynamic shifts toward feminist values influenced those fashion trends. Fifteen American women who were college students in the 1970s were interviewed for the study. Throughout the decade, casual and comfortable styles became more prevalent; for example, pants became widely accepted for formal occasions as well as informal occasions due to an overall emphasis on practicality. The feminist and civil rights movements along with more liberal attitudes toward religion were among the more dominant cultural values that influenced the respondents' choices in clothing styles. Feminist presentation was diverse extreme or eclectic - and constantly renegotiating itself. This study helped us better understand the dynamics involved between fashion and value changes as well as the influence of feminism on the 1970s fashion in the United States.