• Human Ecology Research
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• v.54 no.3
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• pp.251-262
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• 2016

This study analyzes the relation of the consumption values and ethical fashion consumption behavior as well as other influential factors between Korean and German ethical consumers based on the 'Modified Theory of Planned Behavior.' A survey was conducted on female consumers in their 20s and 30s, who experienced ethical fashion consumption in Seoul and Berlin. A factor analysis, reliability analysis, F -test and multiple regression analysis were performed for model verification. The research results indicated that emotional value (in case of Korea) and functional value out of consumption values (in case of Germany) have significant effects in regards to the influence of consumption values on ethical self-identity. The effects of ethical self-identity on ethical fashion consumption behavior indicated that Korean ethical self-identity influenced the ethical fashion consumption behavior of moderating and simplicity and eco-friendly certification versus local consumption as well as above factors (in case of Germany) explained by ethical self-identity. Both variables had a negative moderating effect in Korea in regards to the moderating effects of social comparison and materialism in the relations of ethical self-identity and ethical fashion consumption behavior; however, only materialism was an influential factor in Germany. The results of the research variables by individualism/collectivism indicated that the horizontal-collectivism group showed the highest ethical self-identity along with the lowest materialism tendency that had a high point of consumption behavior towards local consumption. However, the vertical-individualism group was outstanding. The consumption behavior aimed at moderating and simplicity.

• 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 Korean Society of Clothing and Textiles
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• v.25 no.4
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• pp.773-782
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• 2001

This study was to investigate the value changes in Korean women by analyzing the ads of womens magazines. The contents of ads were classified into two types of values: general and consumption values. The general values, composed of inner-directedness and outer-directrdness, might predict consumer behavior in general. The consumption values, utilitarians and hedonic, were expected to affect the consumer purchasing attitude to a specific product. Factors affecting the cultural values were per capita income and womens social status. Total 2969 illustrated ads with verbal theme from 32 Korean womens magazines were used. The content analysis, chi-square test, logistic regression were done for the analysis. The results showed that inner-directedness was dominant general value in Korean womens culture and increased over time. Younger consumers were more inner-directed than older ones were, and inner-directed values increased with income growth. For the consumption values, utilitarian values were higher than hedonic ones and went up over time. For the product types, utilitarian ads were frequent in cosmetics while hedonic ads were high for apparels. Those results implied that Korean womens culture became more inner-directed with increased income. Also consumption values were likely to differ between product groups. Per capita income was shown to increase inner-directedness while womens social status was to increase outer-directedness.

• Culinary science and hospitality research
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• v.22 no.2
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• pp.222-233
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• 2016

Current study analyzed the influence of social consumption values for the western salad on the functional attitude and the consumer satisfaction. To verify the purpose of this study data were collected from consumers who have experience in western style restaurants of five hotels located in Seoul, total 330 questionnaires were distributed and 322 examples were employed for statistical analysis. By using SPSS 18.0 program present study derive following conclusions. The consumption values such as rarity value, social value, emotional value and functional value have significantly influence on the functional attitude. Especially, the social value, among the consumption values, has the most significant factor. In addition, the all consumption values of salad have a significant antecedent of the consumer's satisfaction. Furthermore, the functional attitude has affect the consumer's satisfaction as well. Therefore, this study clarify the influences among the social consumption values for the western salad on the functional attitude and the consumer's satisfaction.

• 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 the Korean Society of Costume
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• v.32
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• pp.69-82
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• 1997

The purpose of this study was to investgate the social meaning and consumption values expressed on apparel advertisements In Teena-ger's magazines from 1976 to 1996. The results of this study were as follows. 1. As the number of the model in apparel advertisements was more than two people it was closely related to conformity and peer ac-ceptance of adolecent's developmental task. Also There were increasing number of foreign models and attractive and famous signers and talents. 2. The trend of appeals showed changing time and society. Since 1990 post-modern ap-proach has increased whereas rational and emotional approach were dominated in 1970s and 1980s. 3, The major consumption values in apparel advertisements were social value emotional value. From 1990 there were variety in consumption values related to adolescent's ap-parel advertisements. This results represented the possibility that apparel advertisements in adolescent's maga-zines not only mirror but mold change of con-sumption values and life style in adolescent. Especially to understand and predict the new generation in Korea educators and practi-tioners in Junior Fashion Market must try to study the current adolescent's life style and consumption values systematically.

• The Journal of Asian Finance, Economics and Business
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• v.1 no.4
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• pp.29-37
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• 2014

This study investigated effects of five consumption values of family restaurants, that is to say, functional value, economic value, social value, creative value and emotional value, upon consumers'satisfaction and brand reliability, and effects of satisfactions upon brand reliability, and effects of satisfaction and brand reliability upon consumers' behavioral intention to help develop family restaurant industry. Frequency analysis was done. The interviewees had demographic characteristics of gender: 156 men (54.4%) and 131 women (45.6%). The interviewees live in the places: 136 persons (47.4%) in Gyeonggi and Metropolitan area, 57 persons (27.0%) in Gangbuk, Seoul, 38 persons (13.2%) in other areas in Seoul, 34 persons (11.8%) in Gangnam, Seoul, 18 persons (6.3%) in Incheon and 4 persons (1.4%) in other regions. Values of the use of family restaurants, for instance, functional value, economic value, social value, emotional value and rarity value had influence upon satisfaction and brand reliability, had influence upon satisfaction as well as brand reliability. This study investigated consumption values of which consumers thought much, effects of consumption values upon satisfaction and brand reliability, effects of consumer's satisfaction upon brand reliability, and consumer's satisfaction and brand reliability upon behavioral intention, and to verify effects having influence upon local and foreign family restaurant.

• The Research Journal of the Costume Culture
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• v.18 no.4
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• pp.774-788
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• 2010

This research is to understand luxury consumption values for luxury consumers. The aims of this study is to identify their luxury consumption values and the effects of the values on the perceived acquisition value. This study also divided data into two groups according to the difference between reservation price and actual price; positive reservation price group, negative reservation price group, and analyzed the effects of the values on the perceived acquisition value between two groups. In this study, we used structural models equation and results presented that the conceptual model was a good fit to the data. The empirical results suggested four dimensions of luxury consumption values; symbolic value, innovative design value, quality value and origin value. There were positively significant effects of symbolic value and quality value on the perceived acquisition value. The effects of innovative design value on the acquisition value was significantly negative. Two groups categorized by reservation price depicted the differences on effect levels of symbolic value, innovative design value, and quality value on the acquisition value perception.

• Journal of Fashion Business
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• v.24 no.6
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• pp.109-119
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• 2020

As interest in the environment increases, consumers increasingly choose to buy products with eco-friendly production processes. The purpose of this study was to determine the effect of consumption values and materialism/voluntary simplicity on the attitudes and purchase intentions toward eco-friendly fashion products. A survey of university students in Seoul was conducted and 203 questionnaires were analyzed using SPSS 23.0. The consumption values consisted of six factors: subjective value, novelty value, social value, brand value, practical value, and health/safety value. Materialism/voluntary simplicity was grouped into two factors of materialism pursuit and voluntary simplicity pursuit. Brand values were found to negatively affect attitudes toward eco-friendly fashion products. The more one pursued brand names, the more negative was one's attitude toward eco-friendly fashion products. Health/safety values had a positive effect on purchase intentions for eco-friendly fashion products and voluntary simplicity pursuit had a positive effect on both attitudes and purchase intentions. The materialist group had high subjective value, novelty value, social value, and brand value among the consumption values, and the voluntary simplicity-seeking group tended to pursue the value of health and safety. This study was meaningful in that it identified the characteristics of consumers showing favorable attitudes toward eco-friendly fashion products.

• Journal of the Korean Society of Food Culture
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• v.38 no.6
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• pp.415-424
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• 2023

This study was undertaken to provide basic data to aid product development and marketing by identifying purchasing behaviors and performing Important Performance Analysis (IPA) according to the consumption values of rice cakes. This study was conducted on 426 consumers who purchased rice cakes. Analysis was performed to determine general characteristics, consumption behaviors, preference for rice cakes, material preferences for rice cake development, need for rice cake development, and importance and satisfaction when selecting rice cakes. Cluster analysis classified consumption values into three clusters. The high and middle consumption value groups contained the greatest proportions of consumers aged over fifty. The high and medium consumption value groups preferred rice cakes more than the low consumption value group. Higher rice cake consumption value was positively associated with the greater preference for rice cakes. Furthermore, the perceived need to develop rice cakes was greatest in the high consumption value group. In addition, importance and satisfaction were positively associated with consumption value. IPA analysis showed that the attributes that require continuous attention because of their contributions to importance and satisfaction were taste, quantity, and hygiene. Different rice cake marketing and product development strategies are required for different consumption values.