• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.11
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• pp.1222-1236
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• 2012

This study examined the effects of product recommendation services as an atmosphere for online mass customization shopping sites on consumers' cognitive and affective responses. We conducted a between-subject experimental study using a convenience sample of college students. A total of 196 participants provided usable responses for structural equation modeling analysis. The findings of the study support the S-O-R model for a product recommendation system as an element of the shopping environment with an influence on OMC product evaluations and arousal. The results showed that OMC product recommendation service positively affected cognitive and affective responses. The findings of the study suggest that OMC retailers might pay attention to the affective and cognitive responses of consumers through product recommendation services that can enhance product evaluations and OMC usage intentions.

• The Research Journal of the Costume Culture
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• v.16 no.1
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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.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.2
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• pp.277-292
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• 2014

This study investigated consumers' multi-channel behavior for fashion product purchases and compared perceived risks by channel type. A survey involving male and female college students was conducted in the Daegu and Gyungbuk area in December 2013. A total of 400 responses were analyzed using descriptive statistics, chi-square analysis, independent sample t-test, paired t-test, factor analysis, and reliability analysis. An internet shopping mall was the most frequently chosen retailer type for fashion product purchases and information searches. In addition, respondents also preferred independent branded stores, department stores, and non-branded stores. The number of retailer types for clothing item purchases ranged from 1 to 6 and the average was 3.06. The number of retailer types was significantly higher in women groups according to gender variables. Perceived risk had the highest evaluation score for internet shopping malls. Department stores were recognized as a reliable retailer type. The construct of perceived risk was shown as similar in off-line stores such as department stores, independent branded stores, and non-branded stores. Instead, the construct was differentiated from the case of internet shopping malls. Some insightful suggestions were suggested for future research and industrial marketing plans based on the results.

• Journal of the Korean Society of Clothing and Textiles
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• v.20 no.2
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• pp.241-256
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• 1996

The purposee of this study was to identify the effect of perceiver's clothing attitude on male impressions created by the clothing cues and contexts. In addition, the effect of perceiver's evaluations of clothing appropriateness on male impressions. The subjects consisted of 256 male undergraduate students and 256 middle aged men. The experimental materials developed for this study were a set of stimuli and response scales. The stimuli were 8 color Photographs of drawings of a male figure in clothing which were minipulated in two levels, each of three clothing cues including type, style and color. The experimental design was full factorial design of 2(contexts$\times$clothing types$\times$clothing style$\times$clothing color). Each of the 16 sub-samples includes 16 subjects from the two perceiver group. Questionnaires used to measure perceivers responses to the stimuli were 7-point semantic differential scales composed of 37 bipolar adjectives representing personal traits. Four aspects of clothing attitude(fashion interest, status symbols consiousness, clothing conformity, practicality & comfort)were used to classify subjects into groups of 20 five-point likers type questionnaires adapted from the previous research. Clothing appropriateness were developed 5 point likest scales for evaluation of a stimulus person in each context. The data was processed by factor analysis, ANOVA, multiple classification analysis, Duncan's multiple range test, cluster analysis, MANOVA and pearson's product moment correlations. The major findings drawn from this study were as follows: 1. Perceiver's clothing attitude influenced impression formed by the social contexts and clothing crises. In three groups classified by their clothing attitude, the status symbol-oriented group was most affected by the social contexts and clothing cues. 2. Perceiver's evaluation of clothing appropriateness was related with impressions by a stimulus person. In summary the effect of contexts and clothing cues on impression formation varied according to perceiver's clothing attitude and clothing approopiateness.

• The Research Journal of the Costume Culture
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• v.24 no.4
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• pp.483-497
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• 2016

The importance of marketing on mobile platforms as well as mobile commerce is increasing dramatically in fashion industry. The purpose of this study was to categorize mobile fashion marketing strategies and to examine application usage motivations that influence brand attitude, purchase decisions, and post-purchase evaluation. Qualitative research methods, in particular focus-groups and in-depth interviews, were conducted to examine the typology of mobile marketing and fashion application usage motivations. Then, a modified survey was used to quantitatively examine what content consumers expect from fashion applications. Results of the qualitative study indicated that consumers perceive sensory (visual, tactile, auditory), relationship, information and practical marketing strategies through motives. Survey result from 229 consumers revealed four fashion application usage motives: sensory, relationship, information and practical. Based on these motives consumers were segmented into three groups: the experience/relationship-conscious, the product information-conscious, and the lifestyle information-conscious. The product information-conscious group showed higher level of monthly income and clothing expenses but lower level of mobile device usages. Lifestyle information-conscious group and experience/relationship-conscious group had higher level of attitude, and post-purchase evaluation. It was experience-relationship conscious consumers who spent more time in mobile use. This study shows a better understanding of mobile marketing environment of fashion applications.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.8
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• pp.1099-1110
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• 1998

The perceived quality is a concept considered from the consumer's perspective. So it is differ from the objective determination of product quality. Thus the consumer perception of quality is a subjective judgement of an individual and an overall feeling on the characteristics which includes the product's reliability, performance and so on. In terms of product perception, consumers utilize the product cues in evaluating the product's quality before the purchase and the cues reflecting the quality can be classifisied into intrinsic and extrinsic ones. When the quality perception is limited to the purchase situation, purchase decision dependent on surrogate indicators such as price, are inclined to increase due to the lack of information. Therefore in this study the perceived quality of apparel is controled to the purchase situation in order to examine the consumer's reaction to the price cues and for the convenience of the exploratory investigation. As a result of the empirical study, consumers show differences in quality and value perceptions to the product with the same price depending on the perception whether the price is high or low. The apparel quality evaluation process goes through the steps of "product attributes - perceived quality - perceived value - purchase intention".

• The International Journal of Costume Culture
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• v.13 no.1
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• pp.42-50
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• 2010

The purpose of this study was to find differences in evaluation criteria and product information based on jeans products consumers. The participants of this study were women age of 19 to 30 years. This study was implemented by descriptive survey method using questionnaires. A total 182 questionnaires were analyzed in this study. The subjects were grouped by the evaluation criteria of purchasing jeans through an online shopping. Finding of the study showed that, Group 1 was high involvement group. They conscious of both style feature and practicability of jeans when they bought jeans. Group 2 was low involvement group. They are not conscious of those features. The important factors were different by groups. The most important factors of purchasing jeans for Group 1 were fashion trend and practicality. Price was the most important factor for Group 2. They bought jeans at extremely low or high price. On the other hand, Group 1 bought jeans of diverse prices range. The popular shopping sites were different between two groups. The department store was the most important place purchasing jeans for both groups. The second important place was specialty stores for Group 1, and online shopping for Group 2. The usefulness of product informations were also examined when they evaluated the jeans at online shopping. The most useful product informations were leg cut style and rise length. Fit information was very important for Group 1. Group 1 considered that the function of zoomming the picture image was important. The material characteristic and name of brand were also useful than Group 2. But the size and care instruction were not highly useful.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.6
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• pp.852-866
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• 2015

This study analyzes the form of sleeve heads, which is an important internal element that affects the appearance of jacket sleeves. It characterized sleeve head forms by investigating angles, materials, and a combination of formations for 50 sleeve heads. It conducted an appearance evaluation by comparing and analyzing the results. This paper develops a sleeve head appropriately for sleeve construction. The study results are as follows. First, the product was divided into three parts: based on, force receiving, and sleeve cap parts. There were four types of man's sleeve head: straight, arc, and curve A and B types. The woman's sleeve head had two types: straight and curve B type. Second, the feature of each type of sleeve head was analyzed. A straight type emphasized the based on part. An arc type highlighted the force receiving part while the based on part decreased. The sleeve cap part, force receiving part, and based on part were emphasized in the arc type sleeve head. Third, as a result of the appearance evaluation, each type was rank as straight type < arc type ${\leq}$ curve A < curve B. The straight type did not get positive results as it had extra ease when the sleeve head was attached to a Jacket Sleeve. The arc type was evaluated poorly due to an inappropriate sleeve cap composition. The curve type received an excellent overall outcome as it fit into the sleeve cap part well and highlighted the force receiving part in order to minimize front and back wrinkles. Therefore, the curve type made the resemblance of the jacket appearance perfect and closest to the sleeve pattern.

• Journal of the Korean Society of Costume
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• v.59 no.6
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• pp.41-57
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• 2009

Evaluations of fashion products are often influenced by consumers' knowledge of the country where the products were made in. As globalization progresses, country-of-origin information is widely regarded as a powerful cue on consumers' shopping behavior. The purpose of study was to examine the consumer evaluation of apparel products with uni-national or bi-national country of origin. The effect of price level and gender were also investigated. The empirical research design took 2${\times}$2 factorial design with the country-of-origin coincidence (uni-national vs. bi-national) and price (high vs. low) of gender (male vs. female). Consumers' ethnocentrism and country-of-origin interest were taken into account as covariates in the factorial design. The consumers' evaluation of fashion products was measured in terms of brand attitudes and product attitudes. Data from 514 respondents were analyzed with t-test, one-way ANOVA, two-way ANOVA, and ANCOVA. Results of this study affirmed the importance of price information rather than country-of-origin coincidence in brand attitudes and product attitudes. Only for male consumers, interaction effects of price and country-of-origin coincidence had significant eflects on utilitarian attitude. Effects of two covariate variables included in the study were significant for female respondents but not for male respondents.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.11
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• pp.1605-1614
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• 2002

The purpose of this study was to identify the consumers who use the level of price as the indicator of the product quality. In order to implement the purpose of this study, Jeans market had been segmented by the mixture regression model, and price response function was calibrated for each segment. Based on the types of price response function, segments were allocated into one of two groups; the group using the level of price as the quality indicator or the group not using the level of price as that. Then, characteristics of both groups were compared in terms of product attributes and demographic variables. Data were co]looted from the sample of the 23o undergraduate and graduate students in Seoul. For the data analysis, mixture regression model, conjoint analysis, and t-test were used. As a result, jeans market was divided into 5 segments. Segment 1,2,3 were allocated into the group not using the level of price as the quality indicator while segment 4,5 were done into the other group. Significant differences existed between two groups in product attributes, not in demographic variables. Mixture model and conjoint analysis were proved to be an effective set of tools in market segmentation.