• Korea Trade Review
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• v.44 no.1
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• pp.101-113
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• 2019

First, this study considered the trade situation of cosmetics products between Korea and China and conducted a survey on Chinese women about the purchasing behavior of Korean cosmetics. Five hypotheses were set up to further analyze Chinese women's purchasing behaviors. Subjective norms, conspicuous consumption, perceived behavioral control, brand and Korean wave were used as five variables to analyze hypothesis tests on the impact of purchase behavior. The results of the study showed that Chinese women's subjective norms, conspicuous consumptions, brands, and Korean wave factors had a significant effect on purchasing behavior, while perceived behavioral control factors did not affect purchasing behavior.

• Fashion & Textile Research Journal
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• v.14 no.4
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• pp.554-566
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• 2012

The purpose of this study was to classify the consumption values of 20's and 30's female consumers, identify the differences among the consumption value groups, and analyze purchase behaviors of imported fashion luxury brands according to the consumption value types. The subjects were 518 women who purchased luxury bags. The results of the study were as follows. First, as a result of cluster analysis to classify the consumption values of 20's and 30's female consumers, 4 groups were identified as "rare and emotional pursuit group", "functional pursuit group", "fashion pursuit group", and "social and conspicuous pursuit group". Second, 4 groups showed different luxury bag purchase behaviors, such as purchase motivation, purchase selection criteria, information source, purchase frequency, purchase cost of one time, purchase cost of year, the number of possession, purchase place, and store selection criteria. Third, rare and emotional pursuit group ranked the first in terms of product, price, and store satisfaction. Therefore, consumption values were identified as the important factor suggesting purchase behaviors of female consumers in 20's and 30's.

• Journal of Fashion Business
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• v.14 no.3
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• pp.20-34
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• 2010

The purpose of this study is to clarify the relationship between consumption behavior and fashion orientation for luxury brands in Japanese and Korean consumers. For this study, the author carried out a questionnaire survey with objects of 816 Koreans and Japanese, and analyzed the relations among consumer attitude, purchase behavior, lifestyle and fashion orientation. First, in Korea, all fashion orientations gave positive effects on attitude toward luxury brands, and especially it has a significant relation with factors affecting luxury brand consumption, so when luxury enterprises establish a marketing strategy for Koreans, they need to refer to fashion orientation intensively. Second, as a result of analyzing the relation between fashion orientation and purchasing behavior, it was found that fashion interest is an important factor affecting luxury brand purchasing behaviors, in both Japan and Korea. Third, Japanese luxury brand enterprises need to focus on consumers who prefer standard goods. while Korean enterprises need to focus on consumers who prefer specific brands. Lastly, in case of Japanese consumers, the more they pursue self-esteem and reasonable consumption, the higher they prefer standard goods, while the more Korean consumers pursue conspicuous consumption, hedonic consumption and self-esteem, the higher Koreans prefer specific brands.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.22 no.3
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• pp.303-309
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• 2021

This study examined how consumers in their 20s and 30s perceive luxury goods, masstige brands, and counterfeits, which have high social value, and whether the propensity for conspicuous consumption and conformity can explain them. Consumers were classified based on the similarity of attitudes toward these brands and purchase intentions. The groups were compared on the sub-dimensions of conspicuous consumption and conformity. Clustering analysis identified four groups, and the MANOVA result confirmed the differences among the groups. Personality (F=4.282, p=.006) and brand orientation (F=23.178, p=.000) were positively related to luxury and masstige brands. Fashion orientation (F=8.376, p=.000) was high for both groups, which likes luxury and masstige brands very much, and which likes counterfeits. High-price orientation did not make any significant difference among the groups. Conformity (F=3.537, p=.015) was high for all the groups, except for the group that liked luxury and masstige brands and did not like counterfeits. This study comprehensively examined the attitudes and purchase intentions of luxury and masstige brands and their counterfeits and can be the groundwork for further research on brand categorization.

• Journal of the Korean Society of Costume
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• v.64 no.3
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• pp.93-107
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• 2014

This study examines the differences in store service quality and relationship benefits according to clothing consumption values. This study has collected data from adult consumers in their 20s to 60s via offline and online surveys. A total of 459 survey responses were used for the final analysis. The results of this study were as follows. First, clothing consumption values were composed of 4 factors: emotional, conspicuous, individuality, and practical value. In light of the tendency of consumers' clothing consumption values, consumers have been grouped into 3 consumption groups: hedonic, practical, and practical symbolic. Second, consumers considered price policy product quality, salesperson, product assortment promotion, and convenience of store service quality in the order of importance. Regarding the relationship benefit, consumers considered psychological benefit, economic benefit, informative benefit and social benefit in the order of importance. Third, regarding the importance in service quality for clothing consumption value group, practical symbolic consumption group and practical consumption group considered price policy quality service more important than hedonic consumption group, and practical symbolic consumption group considered product assortment quality, promotion service, salesperson service, convenience of store service more important than other groups. Fourth, regarding the importance of relationship benefits for the clothing consumption value groups, practical symbolic consumption group considered informative benefit and social benefit more important than other groups. The practical symbolic consumption group and practical consumption group considered psychological benefit more important than the hedonic consumption group.

• Journal of the Korean Home Economics Association
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• v.49 no.9
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• pp.99-109
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• 2011

The purpose of this study was to characterize the new women, modern girls and modern boys from the 1920's to the 1930's as a modern new generation, the primary consumer of modern consumption culture, and to examine their values, lifestyles, consumption culture and clothing attitudes. The data were obtained from the magazines and newspapers published from 1920's to 1930's and previous literatures, and analyzed by qualitative content analysis. The results were as follows: A modern new generation meant the new women, modern girls, and modern boys seeking for the western looks and cultural tastes. The values of a new generation people were individualism, materialism, and modernism which was the same as Americanism. They enjoyed western lifestyles and sports and consumed new mass media and popular culture. Their clothing attitudes were fashion orientation, conformity, symbolism, conspicuous consumption, aesthetic value, individuality, and practicality.

• Journal of the Korean Society of Costume
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• v.60 no.5
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• pp.139-156
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• 2010

The purpose of this study is to identify the independent tendency of single women, certainly worthy of study in considering their size, their growth, and their purchasing power, and to examine their effects on consumption values and clothing benefits. The data were collected from self-administrated questionnaire with 537 single women in their 20�s and 30�s on May in 2005. Data were analyzed by factor analysis, reliability analysis, K-means cluster, one way ANOVA and chi-square. Factor analysis on independent tendency resulted in three dimensional structures: marriage-independent tendency, physical independence, social independence. Five dimensions of consumption values were identified by factor analysis: conspicuous, pro-environmental. economic, enjoyable, aesthetic values. Five dimensions of clothing benefits were identified by factor analysis: individuality, well-known brand, practicality, price, social recognition pursuit. The respondents were classified to three groups by three factors of independent tendency: high independent group, social-physical independent group, low independent group. There were significant differences among these groups in demographic characteristics, consumption values and clothing benefits.

• Journal of Fashion Business
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• v.22 no.5
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• pp.15-31
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• 2018

The purpose of this study was to classify male consumers and examine their clothing consumption values and the perceived importance of store attributes. Using Internet-based research service, survey data were collected from 651 male consumers aged between 20 and 40. The questionnaire included questions regarding respondents' preference of different store types, clothing consumption values, perceived importance of store attributes. According to the results, the respondents were categorized into 5 distinct groups based on their store type preferences: discount store preference group, multi-channel preference group, store indifferent group, brand store preference group, online store preference group. Multi-channel preference group was the largest among these groups. The five store type preference groups statistically varied in clothing consumption values, i.e., epistemic value, brand/conspicuous value, and economic value. The groups also differed in the importance they placed in the store attributes of: service and product quality, promotion, fashionability, salesperson and store environment, store atmosphere, convenience, and website image. The results of this study have direct implication for retail marketers of fashion companies who are targeting male consumers. Marketers can apply findings of this study in implementing retail strategies for different types of stores.

• Journal of the Korean Society of Costume
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• v.64 no.4
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• pp.91-105
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• 2014

As luxury goods market has expanded and has become more affordable, luxury consumption value has become more diversified. The purpose of this study is to classify visible characteristics of luxury consumption by the degree of logo clarity, and to explain this classification in relation to personal luxury consumption values. Also, the study utilized the concept of cultural capital, in addition to the concept of economic capital, in order to aid understanding of current new luxury consumption trend and give directions on brand signal strategies for luxury brands. In order to develop a survey that could measure an individual's cultural capital, focus group interviews, each composed of 5 women in their twenties and thirties, were conducted. Then, the survey was conducted on 230 females residing in Seoul who have purchased at least one product from a luxury brand within a year. The results suggest that luxury consumption can be explained by 'self-oriented value' and 'others-oriented value' as suggested in precedent studies. However, no significant difference was found between economic capital and these two luxury consumption values. However, the more cultural capital one possesses, the more one is likely to pursue 'self-oriented consumption value'. In studying the correlation between luxury consumption values and preference for brand signal clarity, respondents with 'self-oriented consumption value' has shown low preference towards highly visible brand logo when design and quality were equivalent. Also, respondents with 'other-oriented consumption value' has shown high preference towards highly visible brand logo.

• Journal of the East Asian Society of Dietary Life
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• v.16 no.6
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• pp.690-701
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• 2006

Rice grain has several styles, brown rice, white one, semi-white one, sprout one, etc. All of them are utilized as gohan(=boiled grain) in the dietary life. Among them, the sprout rice, recently developed on the industrial level, has been found to be so conspicuous for general functions in food science and for healthy functions in dietary life that would be worth to characteristically be called 'super rice'. Thus, the super rice should widely be promoted for production and consumption in the world.