• Journal of the Korean Home Economics Association
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• v.46 no.4
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• pp.107-117
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• 2008

The aim of this study is to promote an appropriate consumption culture given the features of the segmented female college student group and to utilize these features as basic data at the level of consumer education. The lifestyle of female college students will be identified, along with the current use and customer satisfaction of low price cosmetics that are aimed at this group. The conclusion will be proposed on the basis of the results of this study: Firstly, low price cosmetics producers need to develop products that satisfy the needs of customers and to establish marketing strategies such as sales promotions according to the current trend. Secondly, in order to establish rational purchasing, it is necessary to promote an appropriate consumption culture by offering consumer education to college students. Thirdly, most consumers equate brands with quality. Therefore, companies need to continually produce quality products that may be differentiated from other low price cosmetics, not only in terms of price but also in terms of product quality, in order to enhance the reliability of their brand. Furthermore, it is necessary for consumers to be able to purchase products by considering product quality through searching for diverse information and not merely by depending on any particular brand.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.5
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• pp.831-843
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• 2010

This paper examines the advertisements for mass-produced women's clothing, which appeared in the 1980s issues of the fashion magazine Wolganmeot. This study explores the communicative aspect of fashion advertisements of the 1980s as a platform for complex and dynamic interactions between fashion brands, female consumers, and the rapidly changing social, cultural, and economic conditions of the period. The research focuses on advertisements in the formal and character casual categories that targeted young, urban, and career-seeking women. Based on the analysis of the visual and textual elements of the advertisements from a pragmatics perspective, this paper concludes that fashion brands sought to highlight an 'intelligent', 'urban', and 'individualistic' image of women. It also proposes that the prevalence of assertive and straightforward textual elements, copies, indicates the efforts of fashion brands to stabilize and reinforce the advertising messages in the fast-evolving landscapes of the fashion industry and changing consumption habits.

• Journal of the Korean Society of Clothing and Textiles
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• v.16 no.2
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• pp.155-168
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• 1992

The purposes of this study were: (1) to identify the image dimensions of apparel stores according to how the consumers rate the importance of store attributes; (2) to classify the apparel stores in Seoul, Korea according to consumers' perception of the image attributes of their preferred store; (3) to develop a positioning map of the apparel stores according to their salient image dimensions; and (4) to classify the female adults in Seoul according to the criteria of their preferred store and to describe the characteristics of target customers according to storetype. 'A questionnaire was developed to measure store patronage, perceived importance of the store image attributes, perception of the store image attributes for the respondent's most frequently patronized store, and demographic information. Data from 520 female adults living in Seoul were analyzed. The results were as follows; 1. The image dimensions of fashion stores were product quality, shopping convenience, location, promotion, atmosphere, product information, design characteristics and price. 2. The apparel stores in Seoul were classified into five groups by the perception of store image, which were labeled as national chain store, designer store, specialty store, wholesale store and independent store, according to their discriminant characteristics. 3. According to the positioning map, product quality and location convenience were identified as the most important apparel store type patronage criteria. 4. The female adult group divided by store preference indicated significant differences in the perceived importance of store attributes. Each group showed multi-store patronage.

• The Research Journal of the Costume Culture
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• v.10 no.4
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• pp.364-376
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• 2002

The Main objective of this study was to investigate the relationship between shopping orientations and Knit wear Buying Behavior of college female students. A questionnaire was developed to measure knit wear purchasing motives, fashion information sources of knit wear, evaluation criteria of knit wear product, and general clothing buying behavior. The questionnaire was administered to 505 college female students in Chonbuk and Chonnam. The data was analyzed using percentage, frequency, mean, factor analysis, Cluster Analysis and ANOVA, Duncan Multiple Range test. The results of the study were as follows: 1. The college female students were classified into fifth subdivisions by the cluster analysis; convenient shopping group, recreational shopping group, self-confident shopping group, those of Fashion-pursuit group, economic shopping group. 2. The knit wear purchasing motives of consumers were significantly different according to shopping orientation subdivision in social, personal, rational. 3. In the case of fashion information sources of knit wear, significant differences were found according to shopping orientation subdivision in mass media information, information by marketer, mail order advertisements, information by consumer. 4. The evaluation criteria of knit wear product of consumers were significantly different depending on shopping orientation subdivision in esthetic, practicality, individual expression, external criterion. 5. In the case of dissatisfactory factors for wearing knit wear product, significant differences were found according to shopping orientation subdivision. 6. In the case of asking factors to the manufactures of knit wear product, significant differences were found according to shopping orientation subdivision.

• Journal of the Korea Fashion and Costume Design Association
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• v.17 no.4
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• pp.131-144
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• 2015

The object of this study was to find out the influence of female consumers' cosmetics purchase experience on image-making efficacy and cosmetics pursuit benefits. Total 405 surveys of women working at the industrial complex in Daegu-Kyoungbuk area were used for data analysis. Frequency, factor analysis, reliability analysis, regression analysis, and ${\chi}^2$-test were used for data analysis. Our findings are as follows. Cosmetics purchase experience of female consumers had factors as recognition experience, relationship experience, emotional experience, visit experience, and sensual experience. The factors of image-making efficacy were self-confidence in displaying, ability of facial expression and display ability while those of cosmetics purchase experience turned out to be trend/brand pursuit, appearance improvement pursuit, functionality pursuit and economic feasibility pursuit. Cosmetics purchase experience was found to have significant effects on the factors of image-making efficacy, and cosmetics purchase experience on factors of cosmetics pursuit benefits. The differences by ages variable was examined with relation to the level of make-up and how they chose products when buying.

• Journal of the Korea Fashion and Costume Design Association
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• v.16 no.2
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• pp.55-70
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• 2014

The purpose of this study was to investigate purchasing behaviors of summer clothes using cooling textiles and clothing design preference in summer season. The subjects were 623 married women aged from 30s to 60s. The research method was a survey and the measuring instruments consisted of purchasing behaviors of summer clothes using cooling textiles, clothing design preference in summer season, and subjects' demographics attributions. The data were analyzed by frequency analysis, multiple response analysis, cross tabs analysis, and $x^2$ test, using SPSS statistical program. The results were as follows. First, important clothing selection criteria were design, price, and textiles. The main items using cooling textiles that female consumers purchased were T-shirts, pants, and outdoor & sportswear. Main information sources of summer clothes using cooling textiles were internet and store display, and purchasing places were fashion outlet, internet, brand store, and department store. Second, female consumers most preferred comfortable and casual style. They mainly preferred white and blue color, pastel and pale tone, plain pattern, and cotton and functional materials in summer season. Third, there were many important differences among 4 age groups on purchasing behaviors of summer clothes using cooling textiles and design preference in summer season.

• Science of Emotion and Sensibility
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• v.15 no.3
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• pp.355-366
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• 2012

This paper analyses the sensory responses of Chinese female consumers towards different designs of perfume bottles with particular attention to the existence of logos on them. We used total 40 samples of the perfume bottles, 20 with logos on them and 20 without, and the results show that young Chinese female consumers prefer simple designs over complex designs that contain different types of free curves with vivid colors. In addition, the existence of logos on bottles was found not to change the responses significantly, meaning that the logos on bottles do not affect sensibility of Chinese female towards perfume bottles. A logo's impacts on the bottle depended in part on the bottle's color and shape. Overall, a perfume bottle with simple shapes and light colors became regarded as more resplendent when the logo was added, but a bottle with more complex shapes and vivid colors tended to become regarded as plainer after adding the logo. This shows that a logo serves as a conciliatory element in the impression of the whole bottle in the 'resplendent-plain' category.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.6
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• pp.601-611
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• 2003

The main objective of this study was to investigate the relationship between benefits segmentation and knitwear purchasing behavior of college female students. A questionnaire was developed to measure benefits segmentation, knit wear purchasing behavior. The questionnaire was administered to 505 college female students in Chonbuk and Chonnam. The data was analyzed using percentage, frequency, mean, factor analysis, cluster analysis and ANOVA, Duncan multiple range test. The results of the study were as follows: The college female students were classified into four subdivisions by the cluster analysis: recreation pursuit group, fashion pursuit group, individuality pursuit group, self-improvement pursuit group on the basis of pursuit benefit factors. The knitwear purchasing motives of consumers were significantly different according to pursuit benefit subdivision. The individuality pursuit group was the highest user of mass media fashion information sources. The fashion pursuit group used purchasing experience and advice of others less than other groups. Consumers' evaluation criteria of knitwear products were significantly different depending on pursuit benefit subdivision in design and coordination, goods traits, practicality, individual expression, and external criterion. The other groups used purchasing experience and advice of others more than the fashion pursuit group.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.10
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• pp.1497-1508
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• 2008

The objective of this study is to identify the types of relationship quality of department store fashion consumers. This study also aims to look at if consumers form different type of relationship quality with various relation partners. In this study, qualitative research was conducted on 25 female consumers to come to a comprehensive and in-depth understanding of fashion consumers' diverse loyal relationships. Fashion consumer's relationship quality consisted of 'self attachment', 'symbolic', 'trust', 'intimacy', 'compensational bind', and 'habitual alternative'. 6 relationship quality dimensions were distinguished according to each dimension's emotional involvement level and conscious activeness level of consumers. While self attachment was classified as emotional and active relationship quality, compensational bind and habitual alternative were typical relationship quality types of fashion store loyalty such as department store loyalty, thus classified as inertial and cognitive relationship quality type. This study might provide a useful direction to apparel brands and retailers in finding out which relationship quality type is more effective for differentiated marketing strategies.

• Journal of Fashion Business
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• v.21 no.3
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• pp.67-79
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• 2017

This study investigated consumers' enjoyment, perceived risks, expected values, and innovativeness factors and the effects of the convenience and personalization of "online to offline" (O2O) fashion mobile commerce on its perceived usefulness, perceived ease of use, and consumers' attitudes and intention to use O2O mobile commerce. A research model was developed using the Technology Acceptance Model (TAM). A mobile survey was conducted through smartphone messengers and SNSs targeting male and female college students in their 20s who are living in the Seoul Metropolitan Area. A total of 192 questionnaire responses were used in the analysis. "Among the consumer characteristics, only enjoyment and expected values were found to make consumers feel that the O2O fashion mobile commerce is useful and easy to use. Among the mobile commerce characteristics, only convenience was found to have significant effects on consumers' perceived usefulness and ease of use regarding O2O fashion mobile commerce. Perceived usefulness was found to have the effects on attitudes as well as intention to use toward O2O mobile commerce. It was shown that positive attitudes toward O2O mobile commerce led to positive use intention toward O2O mobile commerce.