• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.5 s.153
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• pp.742-752
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• 2006

The purpose of this study were to classify the door to door selling consumers's according to their cosmetics lifestyles and to analyze the cosmetics a purchase behavior and satisfaction of classified groups. subject were 424 women living in chung-cheong and kyung-gi. The statistical methods to analyze the data were frequency, t-test, factor analysis. cluster analysis, and ANOVA(LSD) using SPSSWIN package. Considering that there were significant differences in the behavior of uses, purchase propensity according to cosmetics lifestyles for door to door selling, it is reasonable that the consumer market should be subdivided by their cosmetics lifestyles and the quality improvement and distinguished sales strategies should be required.

• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.4
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• pp.584-598
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• 2018

This study classified respondents by consumption value and analyzed differences in the purchase behavior of men's suits among consumption value groups. Frequency analysis, factor analysis, cluster analysis, and analysis of variance were conducted in order to analyze research problems. Factor analysis results showed that male consumption values included safety-oriented value, individuality-oriented value, others-oriented value, pleasure-oriented value, aesthetic-oriented value, low price-oriented value, community-oriented value, utility-oriented value, innovation-oriented value, and self-expression oriented value. The study divided respondents into personal satisfaction pursuit group, beauty & functionality pursuit group, individuality pursuit group, and others-oriented & low cost preference group according to consumption value. There were significant differences in selection criteria for men's suit (product image, physical properties of product, and brand name), selection reasons of brand (fashion & ostentation, individuality, and refinement), store attributes (store environment/salesperson service, reputation/additional service, and product assortment/shopping convenience).

• Fashion & Textile Research Journal
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• v.13 no.6
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• pp.827-837
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• 2011

The purpose of this study was to observe premium handbag users who are 20 to 30 year old of age, to determine purchase behavior and design preference of handbags by lifestyle and age variable to help market segmentation. A survey instrument was used. A sample was selected by quota sampling method from 20 to 30 aged Korean women, and reliable 538 data were analyzed by SPSS. Cluster type towards lifestyle and age were independent variable. There are two types of lifestyle clusters toward luxury handbags; Strongly favored and weakly favored group toward luxury handbags. Strongly favored group of luxury goods considered more brand, country of origin, and trend, while young people considered more new arrival of design in purchase of products. Preferred design type of hand bag was statistically associated with age variable. 20s consumers preferred shopper bag style and big size of handbags. Leather was preferred by the group of the strongly favored luxury goods. Through this research finding, we hope handbag brand market segmentation will be based on lifestyle and age variable to reflect customer's demand.

• Journal of Fashion Business
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• v.18 no.6
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• pp.19-37
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• 2014

This study attempts to explain the unique patterns in Korean consumer behavior regarding the luxury fashion brands' donation activities by exploring the moderating effects of corporate ability (CA) and subjective norm (SN) on the relationship between donations and consumers' brand preference, brand trust, and purchase intention. A total of 209 completed questionnaires, collected from online surveys, were analyzed using moderated multiple regression. The result shows that donation amount information positively influences consumers' brand preference, brand trust and purchase intention toward luxury fashion brands. Next, CA strengthens the relationships between donation amount information and consumers' brand trust and purchase intention. SN from the opposite gender compensates for the negative effect of negative donation amount information on consumers' trust toward luxury fashion brands, whereas SN from the same gender does not influence those relationships. This study provides a deeper understanding of luxury fashion brands' donations and consumer responses in South Korea-one of the important test markets for luxury fashion brands to expand their business to Asian countries.

• The Research Journal of the Costume Culture
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• v.18 no.6
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• pp.1076-1089
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• 2010

Nowadays, business environment changes with higher consumer demands for corporate social responsibility than before. However, many fashion companies are unaware of such a wave of changing business environment. And they are not so much interested in making any investment or policy for CSR activities. Besides, despite changing environment and consumer demands, there are very few studies dealing with this matter. Thus, this study aimed to find out the proper types of CSR activities for fashion companies. In addition, it also intended to determine potential effects of CSR activities on consumer attitudes and purchase behaviors. The findings are as follows. First, it is found that there are differences in consumers' perceived suitability depending on types of CSR activities of fashion company. Secondly, it is found that the suitability of CSR activities of fashion companies has positive effects on consumer attitudes to fashion companies. Thirdly, the more favorable consumer attitudes to fashion companies owing to their CSR activities are correlated with the higher consumer satisfaction. Fourthly, the more favorable consumer attitudes to fashion companies are also correlated with the higher consumer intention for purchase. Hence, it is required that fashion companies recognize the importance of their CSR activities, and also plan and implement appropriate CSR activities for consumers.

• Journal of the Korean Society of Costume
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• v.66 no.5
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• pp.1-15
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• 2016

Within globalization of fashion business Korean culture is affecting fashion business. Although Korean culture is creating new content and economic value presently, the research on Korean fashion culture has been limited. Therefore, this study has identified attributes influencing cognitive, affective response as well as consumer preference and purchase towards contemporary Korean culture clothing. This study aims to do the following: (1) examine the effect of the identified contemporary cultural apparel product attributes on cognitive, affective response (2) Analyze the effect of cognitive, affective response on preference and purchase intention (3) Determine the relationship between preference and purchase intention. This study result defines the importance of studying contemporary cultural apparel product attributes for better fashion marketing business in the fashion and cultural field to attract consumers.

• The Research Journal of the Costume Culture
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• v.24 no.2
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• pp.119-131
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• 2016

With the increasing popularity of nonprofit thrift shopping, new marketing strategies are needed to respond to accelerated competition in the secondhand market. To help guide the development of marketing strategies for nonprofit thrift stores, this study aims to identify factors impacting consumers' buying behavior for secondhand fashion items sold in nonprofit thrift stores. Specifically, this study investigated 1) the effects of secondhand fashion selection criteria (i.e., design, brand name, lower price) and personal factors (i.e., gender, household income, beliefs about environment) on the secondhand fashion consumption experience in nonprofit thrift stores and 2) the moderating effects of point of purchase (POP) messages (i.e., "50% Off Sale," "New Arrivals," "Helping Others") on the relationships between purchase intention and impulsive buying in nonprofit thrift stores. An online survey was used to collect the data, and a total of 197 usable responses were received. The results showed that 1) gender, household income, beliefs about environment, and brand name affected the secondhand fashion consumption experience and 2) the POP message "Helping Others" negatively moderated the relationship between purchase intention and impulsive buying in nonprofit thrift stores. These results can help nonprofit thrift stores' managers to develop effective marketing strategies to increase their profits, which can be used to accomplish their mission of addressing social issues.

• Fashion & Textile Research Journal
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• v.24 no.4
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• pp.418-430
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• 2022

This study aims to analyze consumers' purchase decision-making process of buying avatar fashion items on the Metaverse platform. Drawing on the connection between the self-expression tendency of the MZ generation and that of avatars in the Metaverse, this study uses a qualitative research method to analyze how consumers express their self-image through the appearance of their avatars. Unlike previous studies on the clothing purchase decision-making process, this study shows that purchasing and consumption behavior involve the following six stages: recognizing desire, collecting information, evaluating alternatives, making purchases, evaluating the consumption, and post-purchase action-taking. In the first stage of the purchase decision-making process, consumers' desire arises with self-image expression and confirmation. In the second stage, consumers have a high tendency to shop in the best item category. In the alternative evaluation stage, consumers tend to seek items that match their highest standard while considering their personal preferences. In the fourth stage, when making actual purchases, unplanned purchase behavior often occurs along with an active practice of alternative evaluation. In the fifth stage, the evaluation of the consumption shows that consumers achieve satisfaction by applying a style to their avatars that they are unable to try in the real world. In the last stage, consumers often use their purchases to communicate their various styles with other online consumers. Therefore, we conclude that the online purchase decision-making process differs from the offline process as it is divided into six stages.

• Fashion & Textile Research Journal
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• v.21 no.6
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• pp.743-753
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• 2019

This study investigates differences in demographic characteristics, shopping orientation, perceived risk, and satisfaction after purchase among consumer types. This study classifies consumer types according to their channel transition behaviors between the online and offline channels with a focus on the steps of information research and buying decision in buying decision-making process. The four consumer groups are as follows: off-off type (offline research-offline purchase), on-on type (online research-online purchase), on-off type (online research-offline purchase) and on/off-off type (online and offline research-offline purchase), off-on type (offline research-online purchase) and on/off-on type (online and offline research-online purchase). Data were collected from adults over 20 years old who had bought clothes within one year. The questionnaire was carried out from July, 2019 using a professional internet research panel; in addition, 500 sets of useful data were analyzed by descriptive statistics, factor analysis, reliability analysis, chi-squared test, ANOVA and Duncan-test using SPSS 21.0. The findings showed significant differences among the classified consumer groups for consumer demographics, shopping orientation, perceived risk, and purchase after satisfaction. The results imply that consumers show a variety of channel transition behaviors based on demographic variables, shopping orientation, and perceived risk. Understanding and adapting to consumer purchase behaviors will allow company distribution channels to be effectively managed and eventually increase consumer satisfaction as well as company sales volume.

• Journal of Fashion Business
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• v.5 no.4
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• pp.37-55
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• 2001

This study put its major concern in consumer behavior during a purchase of fashion products through the Internet marketing channels. Therefore, it investigated the Internet shopping and tried to find the reasons why clothes shopping through the Internet marketing channels is not popular enough. Then, alternative marketing strategies would be suggested which is accessible from the relationship marketing approach. The study adopted a qualitative research method to implement those purposes. In-depth interviews were conducted with the interviewees who had an experience of buying a fashion merchandise through the Internet or who had such an intention. And the information on stages of decision-making process and actual purchase was obtained by participating in and observing the process. The results revealed stages of decision-making in purchasing a fashion product through the Internet channels, the process of relationship development, and the elements of relationship marketing which affect purchase intention. The elements of relationship marketing to promote a purchase of a clothing product via the Internet marketing channels included convenience; communication and socal experience; sensual information; risk acknowledgement and pursuit for safety; and usage of complexed marketing channels. Based on these, a few strategic points such as remote reality, database of communication basis, strengthening individualized services, and development of complex marketing channels were suggested.