• 한국의류산업학회지
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• 제8권2호
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• pp.183-190
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• 2006

The purpose of this study was to analyze social, economic and cultural phenomena of the luxury brand in the viewpoint that the consumption system of the modern society stood for the sign consumption and the industrial production of difference as Baudrillard mentioned in the Consumer Society. The result was divided into the two subjects popularization and differentiation of luxury brand. Firstly the meaning of luxury brand was that the personal effects of consumption of king or aristocratic class who did not exist in the modern and were made into the selection and consumption-possible things of exchange value. The popularization of this sign was accelerated through TV drama. Secondly as differentiation strategy of luxury brand, was made by giving meaning to the life style concept of the upper class with advertisement and design, and also the logo of design was used as sign differentiated from people. Also the reason why the producer of the luxury brand gave meaning to such life style was that the awareness of the brand which people have consistently makes them consume more products. The consumption system of the modern society stood for the sign consumption, difference sign mark value which was the desire on a social meaning basis, not the consumption of things as used value. And the consumer could express his personality by selecting and consuming the product of luxury brand model made with this sign. Accordingly the distribution, purchase, sales and acquisition of the things with this difference sign were our verbal activity and linguistic code today, and it was the essential feature of the society, culture and economy of the consumer society.

• International Journal of Costume and Fashion
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• 제9권2호
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• pp.79-96
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• 2009

The purpose of this study was to identify the impact of acculturation level and individualism/collectivism on shopping behaviors such as' informational influences, shopping orientations, and store patronage of Asian ethnic groups residing in the United States. A total of 129 Asian adults residing in North Carolina State of the U.S. completed questionnaires. Results showed statistically significant differences in responses to an informational influence (i.e., media source) and two shopping orientation subscales (i.e., shopping confusion in the Us. and personalized shopping) between low- and high-acculturated groups. A significant difference was found between the individualistic group and the collectivistic group on three shopping orientation subscales. Due to the potential importance of considering both acculturation and individualism/collectivism when looking at shopping behaviors, four groups were created by categorizing respondents on the basis of their acculturation level and individualism/collectivism scores. Comparison on shopping orientations and informational influences by four groups revealed statistically significant differences in response to two shopping orientation subscales and two patronage behavior subscales.

• 유통과학연구
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• 제13권6호
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• pp.45-70
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• 2015

Purpose - This study's purpose is to examine the effects of the country-of-origin antecedents on overall attitudes and the impact of overall attitudes on satisfaction and loyalty. Research design, data, and methodology - This study provides useful insights into international female purchasing behavior in the cosmetic industry in South Korea. This study explores the elements of country-of-origin antecedents, (cultural interest, perception of brand image, perception of fashion, perception of product quality, perception of price, and perception of advertising), on overall attitudes as well as the effect of overall attitudes on satisfaction and loyalty. Results - The results show that the effects of such antecedents are significant. Additionally, the effect of overall attitudes on satisfaction and of satisfaction on loyalty were significant. Conclusions - The findings of this study provide some important practical implications. First, with customer brand awareness growing along with products standards, considering the concepts points of parities and points of differences, the Korean cosmetic industry should try to establish brand associations with natural organic ingredients in its cosmetic items, distinguishing them from the majority of non-Korean brands.

• 복식
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• 제56권6호
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• pp.132-144
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• 2006

21C, the age of culture, has the effects on the whole aspects in society with its cultural features, and the social changes become the foundation to create the new culture. The W generation, which accounts for Woman, World, Well-being, and Web, etc, leads the trend as 'a new group of powerful consumers' of establishing a new pattern. The W generation prefers psychidelic make-up using pearl through the cyber space, a space for communication like the N generation. In addition, through the Internet, leading the society of fusion or hybrid, with gender and age broken-up, the feminine as well as kidult-like make-up has emerged. On the other hand, with the influence of well-being on the whole society, well-looking appears outside, and lohas inside. The W generation prefers glossy make-up in order to make the skin healthy and polished, and eco-friendly products with lohas.

• Human Ecology Research
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• 제54권5호
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• pp.529-539
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• 2016

This study confirmed shopping behavior of Korean young overseas tourists and its effect on travel evaluation. I first identified core factors of travel activity preference, travel shopping propensity, and shopping products. The effect of shopping product satisfaction on tour satisfaction and post-tour intention was then investigated. Based on travel activities, tourists were grouped, and their characteristics were compared. An online survey method was performed to obtain data of 20's-30's Korean unmarried people, while factor analysis, regression analysis, chi-square test, analysis of variance (ANOVA), and cluster analysis were applied to analyze data. The results were as follows. First, six travel activities (city life, art/shopping, cultural experience, entertainment, field experience, and friendship), three shopping propensity (novelty/uniqueness, utility, and prestige), and four product groups (fashion goods, household goods, crafts, and foods) were found by factor analyses. Second, travel activity tended to influence shopping propensity, which then influenced shopping products preference. All factors of travel activity seemed to affect the three travel shopping propensities. Third, shopping satisfaction was shown to affect tour satisfaction, and posttour behavior. Finally, four tourist groups (active, social, pleasure, and passive) differed in terms of preferred tour activities, shopping propensity, and tour behavior. Active tourists rated the highest scores and passive ones rated the lowest for most evaluations.

• 복식
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• 제66권3호
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• pp.75-92
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• 2016

The purpose of this study was to prove how sociocultural perspective of obesity, differences in consumers' perception of body and attitudes of accepting obesity affected individuals' clothing behaviors through cross-cultural studies. The data collected were composed of 612 Korean and US consumers in the 20's and 30's that had experiences in purchasing plus-size products. The results were as follows. First, BMI index was lower in Korean consumers than the US consumers, but Korean consumers received more stress from being overweight compared to the US consumers, and had a more negative attitude about their body. Second, although Korean consumers had lower BMI index and degrees of obesity than US consumers, they were severely stressed by obesity and were found to have a higher level of dissatisfaction with their bodies. Third, Korean consumers responded more sensitively to obesity and had a tendency to display a more negative attitude regarding obesity, and a more passive dependence on clothing. Forth, differences in the body shape were reflected even in wearing evaluation, and US consumers showed a more positive attitude toward evaluations of size suitability and fitness. Fifth, the plus-size market for Korean consumers was still not active, and most products purchased were generic brands obtained from online shopping malls through the Internet. However, in the case of the US, in which the ratio of obese people is high and the plus-size market is growing, consumers were purchasing plus-size brands through various distribution online and offline channels. Sixth, Korean consumers were less satisfied than US consumers with shops, sizes and fitness; however, they were more satisfied with design factors. Finally, it is expected that this study can offer practical implications for marketers and product developers running plus-size market for young obese consumers in their 20 and 30s.

• 경영과정보연구
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• 제31권1호
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• pp.1-21
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• 2012

본 연구는 문화마케팅에 대한 관심도가 기업이미지에 어떤 영향을 미치고, 나아가 기업이미지가 소비자의 의복구매행동에 어떠한 영향을 미치는가를 실증적으로 분석하고자 '유니클로' 패션브랜드를 선정하여 연구하였다. 이에 응답자의 일반적 특성에 따른 빈도차이 검정을 위하여 카이제곱 검정(Chi-square test), 평균차이 검정을 위한 독립표본 T-test 를 실시하였다. 그리고 비율척도간의 영향을 알아보기 위한 다중회귀분석(Multiple Regression)을 실시하였고, 경로분석은 AMOS16.0을 이용해 경로 모형의 적합성을 검증하고, 각각의 경로계수를 구하였다. 분석결과, 소비자의 문화마케팅 관심도에 따라 기업신뢰, 마케팅 등의 기업이미지에 영향을 미치고, 기업이미지는 소비자의 의복구매행동과 만족도에도 영향을 미치는 것으로 나타났다. 즉, 문화마케팅을 활용하는 기업에 관심이 많거나 다양한 문화행사에 참여해 본 소비자일수록 '유니클로'가 문화적 요소를 마케팅에 적극 활용함으로써 건실한 이미지의 신뢰감 있는 기업이라 생각하는 것을 알 수 있었다. 이와 같이 긍정적으로 형성된 '유니클로'의 기업이미지는 제품구매에도 영향을 미치고, 구매 후에도 메세나 운동에 동참한 기분이 들어 만족도가 높게 나타나는 것을 알 수 있었다. 본 연구는 특정 브랜드를 선정하여 조사한 연구이기 때문에 연구결과를 일반화시키는 데는 한계가 있다. 그러나 향후 문화마케팅 시장의 개척과 활성화를 위한 실증연구에 도움이 되고, 선도적 기업의 사례를 통해 문화마케팅 활용 유, 무 기업들에게 시사점을 줄 수 있다.

• 복식문화연구
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• 제19권3호
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• pp.542-555
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• 2011

Internet shopping malls have rapidly developed within the economic recession due to changed lifestyle according to digitalization. Furthermore, customers in the 20~30s, the main consumer base of internet shopping malls in Korea, have begun to enjoy the new cultural trend of party culture, thus creating a new fashion market combining party and fashion. Therefore, the purpose of this study is to analyze design characteristics of internet party-wear shopping malls to provide guidelines and to present basic data for design development of party-wear in internet shopping malls. Research method was used by combining literary research with empirical research of analyzing design by capturing pictures of internet party-wear shopping malls. The following conclusion was drawn from research results. First, Party-wear consumption of internet shopping malls is increasing along with the increased sales of clothing fashion products of internet shopping malls. Second, design analysis results regarding 11 internet shopping malls selling party-wear was presented that consumer emotion and trend were combined according to distinct characteristics to display romantic style, romantic style mixed with modern or casual characteristics, sexy, and etc. Third, dress was presented as the most common item with 52.3% in item analysis executed on 588 pictures captured in 11 shopping malls. Ribbon was shown as the most common detail and trimming item, with 28.7%, and corsage and frills were each presented as 13%.

• 패션비즈니스
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• 제21권1호
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• pp.112-123
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• 2017

This study investigated if there are differences between Korean and Chinese consumers among the determinants of consumer complaint intention, type of complaint intention, and traits of complaining behavior. Sample subjects used in this study were female college students in Jeollabukdo and Jeollanamdo, Korea and Yunnam, China. Questionnaire data from 780 college students(Korea: 441, China: 339) were analyzed through a reliability analysis, factor analysis, frequence, mean, and multiple regression analysis. The results of the study were as follows. First, complaint intention of college students was divided into 3 factors, voice, private, and third party. Second, the findings of regression analysis for the total sample showed that the determinants of the factor 'voice' were the country, salespeople, product involvement, complaint cost, psychological tension, and social benefit. Whereas, the determinants of the factor 'private' were the producer, product involvement, psychological tension, and social benefit. Also, the determinants of the factor 'third party' were the country, oneself, salespeople, complaint cost, personal norms, and social benefit. Third, significant differences were indicated in the determinants of the 'voice', 'private' and 'third party' factors of complaint intention between Korean and Chinese consumers. Fourth, the complaint intention factors of 'voice' and 'third party' of Chinese consumers were higher than Korean consumers. Fifth, the attributions to dissatisfaction of Korean consumers were higher than Chinese consumers, and the product involvement, possibility for success, and consumer complaint attitudes of Chinese consumers were revealed to be higher than Korean consumers.

• 복식
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• 제52권2호
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• pp.1-17
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• 2002

The Traditional Look, a class of fashion, represents image based on British aristocratic authenticity and cultural heritage as unchangeable and lasting classic fashion style. And recently, it keeps up with the trend of modern and young consumers' desire by putting various images. The purpose of the study is to investigate the concept, image and present market condition and to analyze degree of consumers' brand awareness of Traditional brand in pursuit of developing new market and ensuring power between competitive brands. From above work, surveyed on degree of brand awareness and interest, preference, associable image and purchase factors coming from consumers. 606 data were analyzed with SPSS package. Frequency, Factor analysis, one-way ANOVA, Multiple response, and correlation were applied. The results of this study were as follows. 1. Traditional brand has a high degree at consumers' brand awareness but comparatively lower at interest in it. In band name, while the Burberry has the highest brand awareness, the Polo and the Hunt take first and second position in a purchasing rate. Brand preference has tendency to be concentrated on certain brands showing the outstanding highest degree like the Polo in the 20s, and the Burberry in the 50s in aspect of age structure. 2. In associable image of Traditional brand, it is associate with noble image as dignified, classical and intellectual with itself strongly among practical, individuality, confidential and noble image. 3. As the purchase factors of traditional brand products, it depends on mainly the reliability and esthetic factors like design and quality rather than ostentatious and practical factors. 4. Associable image except individuality image is correlated with the purchase factors of traditional brand.