• 복식문화연구
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• 제17권6호
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• pp.1068-1082
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• 2009

The purpose of this study was to investigate empirically the consumer behavior regarding the purchase of millinery items in relation to their evaluation criterion and demographic characteristics. The survey was carried out to 395 individuals in their 20s and over who were quota sampled according to age and gender. The collected data were statistically treated with the SPSS 12.0 program in terms of descriptive statistics, cross tabulation, t-test, one-way ANOVA, factor analysis, Cronbach's $\alpha$ coefficient and Duncan-test. The 20s and 50s over were more interested in hat products than other ages. Female consumers obtained the most information about hat products from store visits, TV and magazines. On the other hand, male consumers had it from the acquaintances and internet. Younger consumers more often utilized internet to have it. Their main purchase location was department stores. The younger purchased it more in traditional market, the older purchased it more in mega wholesale market or discount store. The consumers of hat products considered the intrinsic classification most when buying hats. The evaluation criteria employed by them were aesthetics, quality, and external attributes. Hat consumers were more concerned about aesthetics attributes than the other two criteria. Female consumers and consumers who are more interested in the hat and have a higher level of education and income considered aesthetics attributes most important.

• 한국의류학회지
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• 제46권5호
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• pp.741-759
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• 2022

This study examines the effect of live commerce characteristics on consumption behavior mediated by presence. As contactless shopping has become the new normal, live commerce is emerging as an innovative communication service between consumers and sellers. We examine the role of interaction and streamers' attributes on sharing and purchase intention by mediating social presence and telepresence. A web-based experiment was conducted to test our hypotheses. The data of 267 participants were analyzed using SPSS 23.0 and AMOS 21.0. The results showed that the Streamer-Consumer interaction had a positive effect on social presence and telepresence. By contrast, the Consumer-Consumer interaction had no significant effect on social presence and telepresence. We further found that streamer trustworthiness had a positive effect on both social presence and telepresence, while streamer attractiveness had a positive effect only on telepresence. Thus, social presence and telepresence positively influenced sharing and purchase intention. Overall, these findings illustrate that the Streamer-Consumer interaction and streamer trustworthiness are vital characteristics that lead to higher levels of presence using live commerce. Several academic and managerial implications are suggested based on these results.

• 한국의류학회지
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• 제24권4호
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• pp.560-570
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• 2000

The purposes of this study were to segment the cosmeceuticals market based on consumer usage behavior and to develop a profile of each segment using appearance-related variables, purchase attributes, purchase behavior and demographics. A total of 518 responses collected from a questionnaire survey to female consumers was analyzed. Cluster analysis on usage behavior of cosmeceutical products identified three groups including: Anti-aging/Whitening/Slimming product users (22% ); Pore-control product users(20%); and Minimum users(57%). MANOVA, ANOVA and Chi-square analysis revealed significant differences among the three groups on 2 appearance-related variables, 3 purchase attribute factors, 4 purchase behaviors, and 2 demographic characteristics. Based on the results, the study developed a profile of each segment and provided marketing implications.

• 한국의류학회지
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• 제21권1호
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• pp.10-18
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• 1997

The purpose of the study were to classify apparel shoppers into specific apparel shopping orientation groups and to compare the classified groups on importance of store attributes, information sources, lifestyle activities, and demographic characteristics. The data were obtained from questionnaires filled out by 317 women in Daegu and were analysed by utilizing factor analysis, cluster analysis, and ANOVA. By cluster analysis of apparel shopping orientation factors, three groups were identified: Recreational shopper (48%), Economic shoppers (20%), Apathetic shoppers (32%). The results of ANOVA indicated that the cluster groups are significantly different in importance of store attributes (product assortment and shopping convenience), information sources (marketer-driven and consumer -driven), lifestyle activities (regular activities and activites for self-improvement), and IPmnuraDhic characteristics (age and education).

• 한국의류학회지
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• 제19권1호
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• pp.104-114
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• 1995

The purpose of this study were 1) to classify the consumer of outlet stole according to their patronage, 2) to investigate the differences between the patronge group and non-patronge group in 3 purchase behavior variables (shopping orientations, importance of store attributes, use of information sources) and demographic variables, and 3) to find out the reasons why consumers prefer outlet to department store's bargain sales (including clearance sales). The questionnaires were administered to 344 women living in Seoul, and the methods used to analyze the data were frequency, factor analysis, 1-test, $x^2$ test and content analysis. The results were as follows 1) outlet store consumers were classified into patronage group(n= 71) and non-patronage group(n=87). 2) There were some significant differences between patronage group and non.patronage group in 6 variables. Those who patronize outlet store does not count on the exclusiveness and the convenience of the store, enjoy common style in fashion, are price-conscious and lower in income. 3) Marketing implications were discussed according to the result of content analysis.

• 한국의류학회지
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• 제20권5호
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• pp.877-892
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• 1996

The purpose of this was to test the interactive effects of usage situation and personal characteristics on perceived risk, importance of store attributes and store-type choice. The data were collected via a questionnaire from 601 housewives of ages 20's∼ 50's living in Seoul, Korea, and analyzed by factor analysis and repeated measure two-way ANOVA. The results of this study were as follows: First, the interactive effect of age and situation on economic risk was significant. Second, the significant infraction of age and situation on importance of product price/variety was found, and there were significant intractions of education and situation on importance of service/convenience, discount policy and product information sources/promotion. Third, the interactive effects of situation and personal characteristics (age, income, education or job) on store-type choice (brand chain store, discount store, department store, designer boutique, local store or a wholesale market) were significant.

• 복식
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• 제51권6호
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• pp.117-128
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• 2001

The purposes of this study was to investigate discriminative factors of clothing buying intention on Internet shopping mall. The sample included 435 male(44.8%) and female(55.2% ) adults, and an instrument was developed based on previous studies. The statistical analysis used for this study were factor analysis, 1-test, and LISREL. The results of factor analysis showed that consumers evaluated apparel internet shopping attributes based on perceptional dimensions of internet shopping consisted of clothing quality and value. web service quality and value, and adoption of internet shopping. Each dimension has sub-factors as follows: (1) clothing quality was perceived as 'artistry' 'sociality' and 'practicality'. (2) web interface service quality was perceived as 'visuality', 'advantage', 'response', 'dependability' and 'buying-confidence'. (3) internet shopping adoption was perceived as 'usefulness' and 'convenience'. T-test revealed that consumer's buying intention, re-entry intention, and store attitude were differed concerning all sub-factors including 'usefulness' and 'convenience' in adoption of Internet shopping dimension. As a result of LISREL, clothing buying intention path model was set up as following path. (1) 'artistry', 'sociality' and 'practicality' of clothing quality affected clothing value perception positively. (2) 'visuality', 'advantage', 'response' and 'buying-confidence' of web service quality affected web service value perception positively. (3) clothing and web service value perception affected store attitude positively. (4) store attitude affected clothing buying intention positively. However, Adoption of Internet shopping dimension that was perceived as usefulness and convenience did not affect clothing buying intention path model. Therefore, consumers buying, intention model in internet circumstance could be used nearly the same as real market circumstance.

• 대한가정학회지
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• 제40권9호
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• pp.1-15
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• 2002

The multi-faceted influence of price on consumers' purchasing process of apparel products: Relationships with attitudinal and behavioral variables Price has a significant relationship to clothing products not only because of its practical, emotional and symbolic attributes but also because of its wide range and frequent changes. The purpose of this study was to identify the multi-faceted influence of price on consumers' purchasing process of clothing products. Six types of price-perceptions were related to various attitudinal and behavioral variables in a clothing purchase. A questionnaire was developed and data were collected from 720 adult women living in Seoul. Factor analysis, multiple regression, t-test and canconical correlation were employed to analyze the data. Low price consciousness was negatively related to product-oriented aspects of clothing and effected the one-price sale, visiting public markets and using interpersonal sources of price information. Value for money consciousness was positively related to product-oriented aspects of clothing and consumers' age or marriage and effected price considerations at the on-purchase and post-purchase stage. Price-quality inference was related to product-oriented and market-oriented aspects of clothing while price-prestige inference was related to visual and symbolic aspects of clothing and effected normal-price purchasing. Sale proneness was related to market-oriented aspects of clothing and effected seasonal sale price purchasing and price mavenism was related to market-oriented and visual aspects of clothing and effected price considerations at the pre-purchase stage.

• 한국의류학회지
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• 제31권2호
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• pp.236-246
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• 2007

The purpose of the current study is to investigate the underlying reasons of fashion brand repurchase intention formation based on means-end chain theory and to identify whether the price level moderates the relationships between attribute evaluation and re-purchase intention. Questionnaire data from 291 consumers who had purchase experience of casual wear during the last 6 month period through off-line retail shops were analyzed. The results showed that hedonic shopping value had a positive impact on aesthetic attribute and utilitarian shopping value also had a positive impact on physical attribute of fashion product. While aesthetic attribute had a positive influence on brand repurchase intention, physical attribute had no effect on brand repurchase intention. In addition, there was no moderating effect of price level between the links from shopping value to fashion product attribute evaluation. When casual wear companies have to devise price related strategies, they need to pay attention to diverse promotion factors except for product attributes to realize price-based differentiation.

• 복식
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• 제55권3호
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• pp.136-149
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• 2005

The purpose of this study was to analyze how the purchase of BURBERRY prestigious fashion brand, accomplishing the most successful luxury brand in Korea, correlated to the demographic and psychological characteristics of the BURBERRY purchasers, especially, conformity and individuality. The responses of 304 female living in Seoul and the metropolitan area between 20sover 50s who had ever bought BURBERRY were used in the study. The following results were found: 1) BURBERRY consumer's psychological characteristics were classified into 2 types of conformity (normative conformity and identificational conformity) and 2 types of individuality (anticonformity and independence) 2) 3 factors of the attributes of BURBERRY products were identified: functionality (color, multipurpose, easy-care, pattern), symbolic(brand renown & trust, history & heritage, scarcity) and aesthetic(quality, design) 3) Women conforming to higher clothing conformity attached great importance to the symbolic attributes of BURBERRY 4) The importance factors of decision on purchasing of BURBERRY were design, brand renown & trust and product quality among which the design was the highest in degree and order.