• 한국의상디자인학회지
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• 제17권2호
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• pp.173-184
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• 2015

This study examined the impacts of the cultural proximity of Chinese consumers on the image of both country and product, and investigated how they are related to purchase intention of Korea fashion. Subjects were Chinese female consumers in their 20s and 30s, living in Yangtze River delta and Seoul. The results of the study were as follows: 1) The cultural proximity had a significant influence on the country image and fashion product image. Chinese consumers with more emotional proximity had more positive attitude towards country image, such as politics, economics, technology, cultures and people image. And consumers who had higher interest in Korea and Korean culture evaluated the quality, design, value and reputation of Korean fashion more positively. 2) Chinese consumers with positive attitude towards people, technology and culture image seemed to prefer fashion product. Specifically, the dimensions of country image had a different influence on the fashion product image such as product quality, design, value, reputation. 3) The Korea country image and fashion product image had also affected on purchase intention of Korean fashion products. Consumers with positive attitude towards people and technology image had higher purchase intention of Korea fashion products. And consumers with positive attitude towards reputation, value and design of fashion products had higher purchase intention of fashion products.

• 패션비즈니스
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• 제12권6호
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• pp.124-137
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• 2008

The present study was implemented to understand high school girls' buying patterns of fashion products at online and offline shopping malls; and to obtain the information needed for the development of online and offline mall marketing strategies that are differentiated from each other. The study was conducted through a descriptive survey method using questionnaires. The sample consisted of 242 girls from four high schools located in Seoul. Descriptive statistics, cross-tabulation and a paired t-test were used for the analysis of the data. Results are as follows: First, most of the high school girls (82.2%) had experience of purchasing fashion products at online shopping malls. And, those who have purchasing experience at online shopping malls, compared to those who do not have such purchasing experience, showed a higher purchasing intension at online shopping malls. Second, both the degree of pre-purchase searching and ongoing searching was higher in online shopping than in offline shopping. Third, the quality of material, place produced, brand name, and store atmosphere/type were considered more in offline shopping than in online shopping. Shopping convenience and information service about the products were considered more in online shopping than in offline shopping. Fourth, the purchasing frequency of underwear and hair accessaries was higher at offline stores than online shopping malls, but the purchasing frequency of bags was higher in online stores than offline stores. When the differences between the purchasing patterns at online shopping malls and offline stores are considered carefully, marketing activities would be more effective.

• 패션비즈니스
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• 제10권4호
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• pp.140-150
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• 2006

The purpose of this study was to examine affecting the addictive buying behavior toward fashion luxury products. 227 female college students were who purchased fashion luxury products surveyed for this study. For data analysis, descriptive statistics, factor analysis, and multiple regression were used. As the results, addictive buying toward luxury products was classified into three factors: impulse addictive, money addictive, and psychological addictive. Also, consumers' individuality pursuit was classified into four factors: unique choice, non-similarity choice, individual choice and non-social interest. Multiple regression results revealed that impulse buying, stress, and unique choice accounted for 38% of the explained variance in addictive buying toward luxury products. Also, regression results indicated that impulse buying, stress, unique choice and reference group accounted for 38% of the explained variance in impulse addictive buying. Finally, regression results pointed out that unique choice and impulse accounted 24% of the explained variance in psychological addictive buying. Based on these results, fashion social responsibility marketing strategies would be suggested.

• 한국의류학회지
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• 제34권4호
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• pp.628-641
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• 2010

This study investigates the relevance among the clothing purchase motivations, selection criteria, customer satisfaction of collaborated fashion products, and conspicuous consumption by adults located in the cities of Seoul and Incheon who have experience in collaborated fashion product shopping. The results are as follows: 1. Conspicuous consumption was identified with three factors: symbol of position, pursuit of fashion brand/quality, keeping up appearance. Customers were segmented into two subdivisions of a lowly involved group with conspicuous consumption and a highly involved group with conspicuous consumption. 2. Clothing purchase motivations with collaborated fashion products were identified with two factors of esthetical value and reasonable ostentation. Selection criteria with collaborated fashion products were identified with the two factors of extrinsic attributes and intrinsic attributes. Customer satisfaction was identified with one factor. 3. Highly involved group toward conspicuous consumptionpursued more into esthetics value, reasonable ostentation and considered more into extrinsic attributes through collaborated fashion products than the lowly involved groups. Customer satisfaction of a highly involved group toward conspicuous consumption was higher than the lowly involved group. 4. The symbol of position had a positive relationship and the keeping up appearance had a negative relationship in regards to both the relevance of conspicuous consumption and the clothing purchase motivations, selection criteria, and customer satisfaction of collaborated fashion products.

• 패션비즈니스
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• 제26권2호
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• pp.95-109
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• 2022

This study was aimed at developing a new textile design based on the authentic and cultural resources of the Gangneung Subo pattern and applying the textile design to knitted fashion products. Gangneung has been recognized for its outstanding artistry in the field of Gyubang art. Gangneung Subo is an embroidered wrapping cloth. The discovered and preserved Subo at this time was from the Kwandong region centered in Gangeung, and is regarded as the product of the indigenous native culture in Kwandong. Therefore, as a representative cultural resource of Gangneung, the Gangneung Subo has sufficient value as a material for the development of cultural products with uniqueness, distinctiveness, and historicality. As a research method, the background of Gangneung Subo was investigated. A total of 12 motifs were created while preserving the authentic originality of the Gangneung Subo pattern and minimizing unwanted deformations of the pattern during the developing process. The created motifs were repeatedly applied to the pattern and new textile designs were created. Eighteen knit fashion products, including narrow and wide-width mufflers and neck warmers, were developed by applying the new textile designs. As a significant cultural resource for cultural goods development, this study ascertained the value of Gangneung Subo, preserving its unique distinction and history. This study was especially significant since the Gangneung cultural goods developed used knitted material and extended the development to producing real products.

• 복식문화연구
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• 제23권6호
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• pp.1097-1115
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• 2015

ICT in the IOT era is the core basis of modern society. This study investigated and analyzed the recent commercialization trends of smart fashion products internationally and domestically, to utilize them as the basis of data for developing user-friendly smart fashion products that can meet the needs of consumers. Keyword research using the most representative search engines, Google and Naver was conducted for searching for various wearable items commercialized actively since 2010. The final 78 products were classified by the physical area, and the key features and benefits were analyzed. Smart fashion products were classified as four physical types for the head and face, torso, arms and hands, and ankles and feet. Smart fashion products for each body part were developed in various ways, such as hats, glasses, lenses, virtual screens, earphones, headsets, clothing, watches, wrist bands, gloves, rings, wallets, bags, anklets, shoes, socks, and insoles. The main features were music playback, bluetooth, a camera based on NFC, virtual effects, health and safety protection through measuring heartbeat and momentum, and social network sharing of all kinds of information, based on inter-working with a smartphone. These functions represent the physical, social, and emotional interactions among users and their surroundings, as well as the users, themselves. The research results are expected to be used in future studies on planning user-friendly and marketable products through in-depth analysis of the design characteristics of smart fashion products as well as consumer responses.

• 한국의상디자인학회지
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• 제24권3호
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• pp.97-109
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• 2022

The purpose of this study is to examine the structural relationship among the pursuit benefits in clothing materials, the attitude toward natural dyeing products, and the purchase intent among consumers interested in natural dyeing products. For this study, 489 men and women in their 20s to 60s were surveyed, and the data was analyzed using SPSS 23.0 and AMOS 23.0 programs. The findings of the analysis were as follows. First, of the pursuit benefits in clothing materials, function and originality factors had a significant and positive impact on the purchase intent of natural dyeing products. Second, of the pursuit benefit of clothing materials, functions, sustainability, and originality significantly and positively impacted the emotional and cognitive attitude toward natural dyeing products. Third, the emotional and cognitive attitude toward natural dyeing products had a significantly positively impacted the purchase intent. Fourth, in the relationship between the pursuit benefits in clothing materials and the purchase intent of natural dyeing products, the emotional and cognitive attitudes toward natural dyeing products were shown to have partial mediating effects.

• 동아시아경상학회지
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• 제11권3호
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• pp.47-58
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• 2023

Purpose - This study investigates which product characteristics influence customers' purchase intention for brand extension products of the fashion brands. Furthermore, this study suggests brand awareness as a moderator which strengthens the positive effects of the product characteristics on the consumers' purchase intention towards brand extension products of the fashion brands. Research design, data, and methodology - Two hundred and twenty-three Chinese consumers were randomly solicited to participate in this study. Email, website (www.wenjuanxing.com), social media (WeChat) were utilized to conduct the survey and collect data. Result - The findings obtained through hierarchical regression analysis indicate that product uniqueness, product scarcity and product popularity have significant effects on purchase intention for brand extension products of the fashion brands. In addition, brand awareness moderates the relationship between product characteristics (uniqueness and scarcity) and purchase intention positively. Conclusion -The results indicate that brand extension products of the fashion brands could attract more consumers by focusing on designing unique products and using limited release and celebrity publicity strategy. Additionally, the present research posits the crucial significance of brand awareness, thereby making a noteworthy contribution to the integrated marketing approach for fashion brand marketers.

• 한국의류학회지
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• 제21권1호
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• pp.35-45
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• 1997

The main purpose of this research was to classify the contents of impulse buying of clothing products and to investigate how the impulse buying was influenced by fashion involvement, recognized brand preference, and impulsiveness. Samples were 238 college women in Seoul, Korea. The results of the research were as follows. 1. Four factors of impulse buying derived by factor analysis; F 1 'sensitive aspects of products stimulation'; F. 2 'utility aspects of products stimulation'; F. 3 'consumer situation stimulation'; F. 4 'marketing situation stimulation'. 2. Impulsiveness had a positive relation with impulse buying, fashion involvement, and recognized brand preference. Fashion involvement had a positive relation with recognized brand preference and impulse buying. 3. Impulse buying was influenced by fashion involvement and impulsiveness. The explanatory power of the 2 variables was 9.3%. 4. Fashion involvement was influenced by sensitive aspects of products stimulation, major, recognized brand preference, income, and grade. The explanatory power of the 5 variables was 23.7%. 5. Recognized brand preference was influenced by income, fashion involvement, and marketing situation stimulation. The explanatory power of the 3 variables was 11.2%.

• 패션비즈니스
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• 제18권1호
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• pp.50-65
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• 2014

This study investigates the effect of demographics and materialism on the consumers's attitudes and clothing purchase behaviors. The subjects compose of 302 college students living in Yunnam, China. The mean, ANOVA, factor analysis, Duncan test were used for statistics analysis. According to our results, the factors of materialism, symbolic consumptions, and attitude toward fashion luxury products are identified: three factors of materialism (success symbols, practical living, and happiness pursuing), three factors of symbolic consumption (conspicuous, hedonic, communication), and five factors of attitudes toward fashion luxury products (quality, involvement, ostentation, luxurious aspect, pleasure). Among the demographics, gender, income, social stratification, father's education and job influenced the symbolic consumption, and desire's fashion luxury products. In addition, gender, income, social stratification, father's education and job influence the clothing selection standards and the extent of using fashion informations. Lastly, symbolic consumption, attitudes toward fashion luxury products, and apparel purchasing behaviors all proven to be significantly different among the 3 groups of materialism.