• Journal of the Korea Fashion and Costume Design Association
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• v.12 no.4
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• pp.183-195
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• 2010

The purpose of this study is to find out the difference of evaluation of product and service quality according to consumers' attitude toward price in internet clothing purchase. This study surveyed 400 male and female consumers in their 20s-30s for empirical analysis in August 2010 who have ever purchased clothing through internet shopping malls. For statistical analysis, descriptive statistics, factor analysis, ANOVA analysis, Duncan test and cluster analysis are carried out using SPSS for Windows 12.0. The results are as follows. First, consumers' attitude toward price dimensions in internet clothing purchase are found 6 factors of sales proneness, price-prestige, price-comparison, low price, utility value and pricequality. Second, based on the attitude toward price dimensions, consumers are categorized into utility value seeking, sales price seeking, multi-dimension price seeking, lack price consciousness, low price seeking group. Third, there are significant differences in product quality and service quality depending on attitude toward price-based consumer types. In particular, sales price seeking and multi-dimension price seeking groups have higher values on product and service quality than other groups. The results of this study will help internet fashion mall businesses to develop price strategy and manage product and service quality.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.7
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• pp.789-799
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• 2003

The purpose of this study was to find out clothing evaluation criteria and purchase intention according to consumers' shopping orientation and demographic factors when they shop online. The subjects were 240 men and women living in the metropolitan area. For data analysis, factor analysis, cluster analysis, ANOVA, t-test, Duncan test and descriptive statistics were conducted. The results are as follows: 1. Important clothing evaluation criteria were considered in order of price, style, fit, size and product guarantee etc. Purchase intention was showed more highly when products are related to low involvement than high involvement. 2. Consumers with high hedonic and utilitarian shopping orientation considered clothing evaluation criteria more importantly but showed low level of purchase intention in cyber shopping. And consumers with low hedonic and utilitarian shopping orientation considered clothing evaluation criteria less importantly but showed high level of purchase intention in cyber shopping. 3. There were significant differences in evaluation criteria and purchase intention according to demographic variables. Especially women considered evaluation criteria more importantly and had higher level of purchase intention than men.

• Journal of the Korea Fashion and Costume Design Association
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• v.18 no.2
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• pp.79-92
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• 2016

The purpose of this study was to examine the effect of Indonesian's Korean national image and product evaluation on purchase intension of Korean fashion products. The survey was carried out on November, 2014 through online. And the subjects of this study were living in Indonesia. The results of this study were as follows. First, in Indonesia customers showed favorable attitudes towards Korean national image and the assessment of Korean fashion products. Also their purchase intension of products was comparatively high. The customers who purchased more Korean fashion products were more likely to have high purchase intension of them. Second, among the three factors of Korean national image, the advancement and national character had positive influence on the intrinsic attributes of Korean fashion products. Also, the product competitiveness and national character had positive effect on the extrinsic attributes. Third, the product competitiveness and extrinsic attributes had positive influence on the purchase intension on them. In conclusion, Korean national image affects evaluation and purchase intension of Korean fashion products. It is necessary to improve Korea national image within Indonesia fashion market. And it will be a good way of marketing to promote product power of Korea fashion product to Indonesian.

• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.8
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• pp.1218-1227
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• 1999

Consumer evaluate the jeans product by price brand and store because these cues be surrogate indicator that could infer the product quality. But we need to confirm if depending on these cues were rational and this is the goal of this study. method of the study was based on theoretical and empirical study. For empirical study experiments by the subjects among students of Ewha Womans University were done by using jeans as stimulus,. Data was analized by ANOVA factor analysis grouping analysis F-test Pearson's correlation duncan Test and etc 571 data was analyzed of the 600 data. The results of this study are as follows : Evaluation on jeans product were different even though they were exactly the same jeans. Therefore we could confirm the bias by price brand store when consumer evaluate jeans product. Cues like price brand store effected significantly the evaluation of jeans. Quality perception of jeans was most favorable when evaluation cues were combined with high price famous brand and high prestige store. Value perception was favorable when combined with famous brand and high prestige store but value perception on high price became lowe. Purchase intention correlate with value perception and it shows same format with value preception. The most important cue of all three was store the next was price and then brand. These three cues effect the evaluation of jeans product seperately and together.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.6
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• pp.1150-1163
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• 2016

This study makes use of meta-analysis to statistically integrate the quantitative results of individual research on the influence of fashion product attributes on purchase; in addition, this study utilizes the effect sizes of correlation coefficients. This study was based on 24 individual studies from January 2000 to March 2015. The meta-analysis analyzed 91 effect sizes and 24 studies and calculated the correlation coefficient effect sizes. A random effect model was employed for meta-analysis because the results for the homogeneity test indicated that the effect sizes of each research were heterogeneous. The analysis results are as follows. First, when the total effect sizes of the fashion product attributes that influence clothing purchase decisions were calculated as .256; this indicated that the effect size is slightly below the mid-sized level. Second, upon examining the effect sizes of the categorized fashion product attributes, the intrinsic attributes yielded .222, extrinsic factors yielded .235, and the compiled attributes yielded .420; this demonstrated that the compiled attributes have a larger effect size than individual attributes. Third, when they were measured by the characteristics of study targets, they were larger for a mixed-gender group than women as well as for ordinary citizens than university students. When the effect sizes were measured based on the characteristics of fashion products as suggested in the study, there were significant differences with respect to sportswear, followed by SPA brand clothing, general clothing, fashion accessories, and designer clothing. The cases where the clothing were purchased in non-retail stores were found to have a slightly larger effect size than those of offline retail stores when the effect sizes were measured based on purchase routes; however, the difference was not statistically significant. Next, an investigation of the trend of effect sizes based on published year via the meta regression analysis indicated slightly larger effect sizes as shown in more recent publications, but this was not statistically significant.

• Journal of the Korean Society of Clothing and Textiles
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• v.16 no.3 s.43
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• pp.223-232
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• 1992

The ultimate purpose of this study is to build a model on clothing satisfaction which extends the consumer satisfaction model by unifying the exportation antecedents. In the literature study, it is proposed to clarify the concepts on the clothing satisfaction, and to investigate the present paradigms of the consumer satisfaction. It is widely accepted by the clothing researchers that the clothing satisfaction is a comparative process in which the evaluation criteria are used to judge the clothing product and to access the disconfirmation. In the Disconfirmation paradigm, the role of the expectation is very important. We propose to classify the expectation into the expective expectation and the normative expectation. The normative expectation applies when the investment cost and effort are considered. The expectation is shown to be affected by the expectation antecedents of the product characteris-tics, the situation characteristics, and the consumer characteristics. We investigate in detail those clothing satisfaction determinants and their measurement methods. Then, we build a clothing satisfaction model by the disconfirmation paradigm which is composed of the expectation antecedents, the expectation (expective expectation, normative expectation), the perceived clothing product performance, and the disconfirmation.

• The Research Journal of the Costume Culture
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• v.10 no.1
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• pp.89-101
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• 2002

The purpose of this study was to investigate the effect of demographics and general clothing buying behavior of college male students in China. A questionnaire was developed to measure clothing purchasing motives, fashion information sources, evaluation criteria of apparel product, stores selection criteria, and general clothing buying behavior. The questionnaire was administered to 300 college male students in Dandong of China. The data was analyzed using percentage, frequency, mean, factor analysis, and ANOVA, duncan test. The results of the study were as fellows: 1. The clothing purchasing motives of consumers were significantly different depending on demographics. 2. The fashion information sources of consumers were significantly different depending on subjects, pocket money, and level of life. 3. The evaluation criteria of apparel product of consumers were significantly different depending on parent's jobs. 4. The stores selection criteria of consumers were significantly different depending on parent's school career, mother's jobs, household income. 5. Apparel buying places of consumers were in order of ; department stores, speciality stores, natural market. The buying frequency of apparel showed the most three times a year. The consumers were influenced by friends for apparel purchasing, and the method of payment mainly cash. 6. About purchase experience of the imported clothing, the 67% consumers answered 'yes', and the country of origin of the imported clothing were in order of ; Japan, Italy, France, Korea. The imported clothing satisfaction level of consumers were significantly different depending on demographics.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.3
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• pp.409-426
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• 2016

This study examined consumers' regret after purchasing fashion goods. We identified product and situational characteristics that influence regret as well as the relationship between regret and its result variables, dissatisfaction, regret solving effort and repurchase intention. We collected 642 copies of questionnaires, distributed to females in their 20's to 40's online from March $18^{th}$-$25^{th}$, 2010. Data was analyzed using SPSS 14.0 and LISREL 8.50. The major findings of the study were as follows. First, total five factors of product characteristics (called negative evaluation for value price, expectation difference, design/coordination, size/fitness and quality) were identified and three factors of situational characteristics (called sale/inaction, time pressure/shopping companion, and impulsive buying) were investigated. Regret was significantly effected by negative evaluation for value price, design/coordination, size/fitness, quality except negative evaluation for expectation difference in product characteristics and impulsive buying and situational characteristics. The results indicated a significant relationship between regret, dissatisfaction, regret solving effort and repurchase intention. These were the result to implicate that a consideration for the feeling of regret that influenced consumer satisfaction and dissatisfaction should be made from the aspect of marketing strategies.

• Journal of the Korean Society of Clothing and Textiles
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• v.20 no.3
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• pp.538-549
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• 1996

The main purpose of this study was to determine the influence of brand and country-of-origin on consumers' perception of apparel products. $2\times2$ between subjects factorial design with brand (no brand vs. prestigious brand) and country-of-origin (Italy vs. Korea) was used. Consumer ethnocentrism and product involvement were included as covariates in analyzing the data. The stimuus was a double-breasted v-neckline beige jacket. All the labels were removed and a label indicating one of the four brand/country-of-origin conditions was attached. The participants' perception of the jacket was measured in terms of product attitude, product evaluation, purchase intention and expected price. A total of 205 housewives participated in the field experiments conducted in front of four moi or department stores in Seoul, and 202 responses were used in the final analysis. There was no significant difference in product attitude, product evaluation and purchase intention according to brand or country-of-origin. But brand, country-of-origin and the interaction between the variables were significant in explaining the differences in expected price. Consumer ethnocentrism was significant in all the models, while product involvement was significant only in the case of product evaluation. The relationships among demographic variables, consumer ethnocentrism and product involvement were also examined.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.2 s.161
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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.