• The Research Journal of the Costume Culture
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• v.22 no.2
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• pp.273-289
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• 2014

The purpose of this study is to identify the determinants of the susceptibility of global consumer culture. As determinants, materialism and self monitoring as psychological variables and fashion clothing product knowledge as clothing-related variable were included. It was hypothesized that both psychological variables and clothing-related variable influence susceptibility of global consumer culture. Data were gathered by surveying university students in Seoul metropolitan area, using convenience sampling, and 311 questionnaires were used in the statistical analysis. In analyzing data, exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS were conducted. Factor analysis of susceptibility of global consumer culture revealed four dimensions, 'social prestige' factor, 'quality perception' factor, 'conformity to others' factor, and 'conformity to consumption trend' factor. In addition, factor analysis of self monitoring revealed three dimensions, 'center-oriented attention' factor, 'situation-appropriate self-presentation' factor, and 'strategic displays of self-presentation' factor. The results showed that all the fit indices for the variable measures were quite acceptable. In addition, the overall fit of the model suggests that the model fits the data well. Tests of the hypothesized path show that all variables except for the one factor of self monitoring, 'center-oriented attention', and materialism influence all the factors of susceptibility of global consumer culture. The implications of these findings and suggestions for future study are also discussed.

• The Research Journal of the Costume Culture
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• v.26 no.3
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• pp.471-484
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• 2018

This study selected fashion brands claiming to advocate feminism to analyze their characteristics and female images. For the study's data, online foreign feminist fashion brands were sifted from March 2017 to January 2018 and 28 clothing brands were selected. The study's results show that feminist fashion brands aim at the demassification and individualization of fashion products to be more inclusive of individuals' physical characteristics and diversity. Additionally, feminist brands entice consumption through communication and participation in online communities and through the value of social coexistence. The essential female image produced by feminist fashion brands deconstructs a socially idealized female image and expresses a sense of self-body positivity. In turn, the concept of self-body positivity is communicated through natural images of independent women with distinct identities based on differences in race, culture, and sexual orientation. Moreover, feminist fashion brands produce social images featuring independent women using active wear to engage in social activities. Casual wear is also used to reflect active women, while mannish looks and power suits express women's social status and professional abilities. Ultimately, these offer functionally active and rational images, combined with female images featuring long hair and makeup. Yet another type of female image seeks to create a new vision of women as diverse due to their various cultures, countries of origin, races, and individual tastes. These new images express women's physical differences, distinct identities, and diversity while simultaneously deconstructing pre-existing forms of clothing.

• The International Journal of Costume Culture
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• v.12 no.1
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• pp.52-70
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• 2009

Department store has actively expanded cultural center services by providing a series of educational courses in order to increase customer visits, enhance customer satisfaction, and ultimately increase sales. In this study, cultural center members' shopping behaviors and image building of the department store were explored through focus group interviews. Results generated from a total of 7 focus group interviews with female cultural center members in their 30's through 60's are as follows. First, the consumer group who attends courses for their own purpose is 45 to 55 year-old female customers who are actively involved in consumption at the department store for their own clothing, food and restaurant. They are not often engaged in impulsive either group shopping for clothing. They are satisfied with class quality compared to low tuition whereas dissatisfied with busy schedule of a lecture room and lack of special discount benefits for members. Second, the other consumer group who attends courses for their children is consumers in their 30's. They are charged in shopping for clothing for their husbands, children, and themselves. They are suffering time poverty due to nurturing their children, therefore, they want to shop more in the department store on the day of class. However, expensive kids-care facilities are barriers to do it. Convenience, familiarity and center of culture are important images of the department store, developed through frequent visits of these customers. Eight implications for marketing strategies were generated based on study results.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.3
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• pp.513-529
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• 2022

Based on the stimulus-organism-response model, this study investigated the effects of three types of green performance appeals (i.e., before-, after-, and before/after-appeals) on consumer word of mouth (WOM) mediated by anticipatory hope. As the degree of consumer susceptibility to advertising varies by individual, individual perceived consumer effectiveness (PCE) was examined as a moderated mediating variable. A total of 191 responses were analyzed using SPSS 27.0 for analysis of variance and PROCESS procedure. Results showed the mediating role of anticipatory hope between advertising appeals and WOM: participants reported greater anticipatory hope when they viewed the advertisement with after- and before/after-appeals. This mediation was moderated by participants' PCE. The effect of green performance appeals on WOM was mediated by participants' anticipatory hope when their PCE was low; however, when participants' PCE was high, the mediation was not significant. The findings show that advertising appeals highlighting the effectiveness of green performance can attract consumers who do not believe that product consumption affects a sustainable environment and spread WOM. This research provides insights to fashion brands by suggesting effective green advertising strategies that can increase consumers' voluntary information-sharing behavior.

• Journal of the Korean Society of Clothing and Textiles
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• v.48 no.2
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• pp.328-349
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• 2024

In the last decade, Korean culture has progressively facilitated the assimilation of appearance-related norms established by modern Korean society among young generations in Vietnam. Of note, Vietnamese consumers residing in Korea, under the influence of diverse sociocultural factors, are aligning themselves with an ideal standard of Korean beauty through cultural adaptation. This study explores how Vietnamese students internalize Korean beauty standards and the resultant negative behavioral reactions. We investigated the effects of sociocultural pressures (media, in-group, and out-group pressure) on risky appearance management and irrational purchase behavior by mediating sociocultural internalization toward appearance. We tested how the mechanism underlying these variables differs based on how long one has resided in Korea. A total of 213 female participants were surveyed online. The research model was tested using structural equation modeling through AMOS 22.0. The findings show that media and out-group pressure significantly increased sociocultural internalization, which led to consumer behavior in the form of risky appearance management and irrational purchases. The influence of internalization on consumption behavior was stronger for short-term residents of Korea. This study contributes to the literature on acculturation by investigating how foreign consumers accept the host country's ideal beauty standards.

• Korean Journal of Human Ecology
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• v.14 no.1
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• pp.167-178
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• 2005

The purpose of this study is to research male consumers' shopping behavior according to their fashion consciousness. For the purpose, the data collected were analyzed by factor analysis, one-way ANOVA, Duncan's multiple range test X2-test, and Pearson's correlation. The results of the study are as follows: 1. Male consumers' fashion consciousness were classified into 4 groups-Impulse Buying Consciousness Group, Brand Consciousness Group, Style Consciousness Group, and Fashion Indifference Group-by the following 6 factors: Impulse Buying Consciousness, Brand Consciousness, Style Consciousness, Trend Consciousness, Price Consciousness, Consumption Expenditure Consciousness. 2. There were significant differences existed among each group according to clothing purchase behavior, shopping orientation, and use of information sources. 3. There were a relationship among male consumers' fashion consciousness, their use of information sources, and their shopping behavior including clothing shopping orientation.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.7
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• pp.1126-1137
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• 2010

Customer misbehavior is a behavior that disrupts generally accepted behavioral norms in consumption situations. This study examined customer misbehavior in retail settings by identifying behavioral patterns and exploring behavioral backgrounds and consequences from a customer viewpoint. Qualitative data were collected from individual in-depth interviews, and 149 interviews were analyzed. Customer misbehavior was categorized into unethical returns, problem behaviors in service encounters, shoplifting/fraud, ill-mannered behaviors, and selfish behaviors. Motivations included monetary gain, adventurism, perceived acceptability of misbehavior, planned unfair complaints, and retaliation. Customers showed a negative image to unkind employees and stores yielding to misbehaviors that were learned and socialized among customers. The study further discusses implications.

• Journal of Fashion Business
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• v.16 no.6
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• pp.160-173
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• 2012

This study is meaningful in that it builds the basic data necessary for developing skinny jeans for Korean women in their 20s based on the level of satisfaction with the apparel fit by body parts and brand choices gathered from studies on the skinny jeans consumption pattern among students in their 20s and on the results of the movement functionality and appearance sensory tests conducted on skinny jeans from six labels with the highest market share, popularity, and brand recognition, with the goal of developing skinny jeans for Korean women in their 20s.

• Fashion & Textile Research Journal
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• v.19 no.4
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• pp.421-433
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• 2017

The purpose of this study was to examine the influence of consumer's ethical consumption consciousness and lifestyle on sustainable fashion. The data was analyzed by reliability analysis, factor analysis, cluster analysis, one-way ANOVA, Duncan's multiple range test, and multiple regression. The major results of this study were as follows. First, three factors of sustainable fashion were identified: eco-friendliness, recycling, and safety. Second, three factors of ethical consumption consciousness were identified: social ethics, environmental ethics, and public ethics. Based on these factors, the subjects were categorized into three clusters (high, middle, and low ethical consumption consciousness group). Third, four factors of life style were identified: pursuit of brand, appearance, cautiousness, and information. Based on these four factors, the subjects were categorized into three clusters (brand/appearance, cautiousness/information, and unconcerned group). Fourth, three factors of ethical consumption consciousness significantly influenced eco-friendliness factor of sustainable fashion. Also, the recycling factor of sustainable fashion was influenced by social ethics, environmental ethics, pursuit of brand, and pursuit of information. The safety factor of sustainable fashion was influenced by environmental ethics, public ethics, and pursuit of information. The results of this study suggest that practical and various environmental education need to be provided to consumers, because high environmental ethical consciousness consumers evaluated sustainable fashion positively. Additionally, accurate information on eco-friendliness, recycling, and safety of clothing products would need to be provided by fashion businesses through various routes, because those with information-pursuing lifestyle were found to have deep interests in sustainable fashion.

• Journal of Fashion Business
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• v.27 no.5
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• pp.44-59
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• 2023

This study aimed to elucidate any differences in fashion consumption tendencies among fashion consumers according to their MBTI personality types and fashion brand sensibility (Chanel vs. Off-White). Differences in fashion consumption tendencies (fashion sensitivity, fashion innovativeness, and fashion ostentation) were determined based on two of MBTI's four bipolar indicators: extroversion-introversion, sensing-intuition, thinking-feeling, and judging-perceiving. It was found that intuitive consumers showed higher fashion innovativeness than sensory consumers. In addition, feeling-type consumers showed more fashion-sensitive and ostentatious fashion consumption tendencies than thinking-type consumers. Fashion brand sensibility acted as a moderator in the relationship between personality type and fashion consumption tendency. Especially, moderating effects of fashion brand sensibility and fashion consumption tendencies were evident in sensing-intuition and judging-perceiving types. Among intuitive consumers, those who preferred Chanel brand sensibility exhibited higher tendencies for fashion ostentation than those who preferred Off-White brand sensibility. However, sensory type consumers showed no difference in fashion ostentation based on their preferred fashion brand sensibility. Interaction effects regarding fashion sensitivity and fashion innovativeness were not found. Among perceiving-type consumers who preferred Chanel brand sensibility, high fashion sensitivity was evident. Conversely, judgment-type consumers who preferred Off-White brand sensibility showed high fashion sensitivity. Interaction effects concerning fashion innovativeness and fashion ostentation were not found.