• Journal of Fashion Business
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• v.9 no.4
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• pp.161-169
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• 2005

The purpose of this study was to examine effectiveness of congruence between brand image and advertisement model on fashion advertisement effect. 206 female college students were surveyed for this study. For this study, three hypothesis were set up as follows: First, if fashion brand image and advertisement model image are in congruence, consumers' product preference would be higher, compared to in disharmony. Second, if fashion brand image and advertisement model image are in congruence, consumers' advertisement attitudes would be higher, compared to in disharmony. Third, if fashion brand image and advertisement model image are in congruence, consumers' purchasing intention would be higher, compared to in disharmony. As the results, three all hypothesis were accepted. Based on these results, fashion marketing strategies regarding advertisement would be suggested.

• International Journal of Human Ecology
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• v.9 no.2
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• pp.67-75
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• 2008

This study examines the importance of group identity (kin, friends, co-workers) when gift recipient changes among American and Korean consumers. Female college students and academicians completed a self-administered questionnaire. Four hundred fifty-eight respondents evaluated the perceived importance of group identity when buying an apparel gift for kin, friends, and co-workers. The results suggest that the importance of group identity may influence the type of gift a recipient receives. The results show that when buying a gift for kin, friends, and co-workers that both young and older American consumers place greater importance on self rather than the opinion of other group. The older and younger Korean respondents rated the opinion of each group (kin, friends, and co-workers) to be more important than self. Recommendations for future research on the affect of culture on consumer purchases are suggested.

• The Research Journal of the Costume Culture
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• v.21 no.2
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• pp.301-308
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• 2013

The purpose of this research is to classify fashion consumers based on their attitudes, goals and values of life. It is to understand what drives human behaviors as well as to learn the various directions people live in society using Bangkok people as the samples. Online and on-site questionnaire survey is employed. Questions are designed to focus on 7 aspects of life, ranging from private life, professional life, social life, politics, culture and information interaction, household business and finance, and consumption of products and services in the main market. The research results can be used to classify consumers' lifestyles into 20 major and numerous minor groups of lifestyle. Lifestyles of male and female samples are compared to investigate their different patterns and directions. Fashion trend diagram is used to analyze the overlapped lifestyles of mass consumers. The lifestyle segmentations would benefit to designer and fashion branding team in understanding their target group deeper inside the background of their behaviors.

• Fashion & Textile Research Journal
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• v.12 no.3
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• pp.338-346
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• 2010

The primary purpose of this study was to investigate consumers' narcissistic orientation group and apparel products benefits sought. The data were collected from 272 female consumers in Pusan, Daegu and Ulsan. The aforementioned were analyzed utilizing frequency, factor analysis, cluster analysis, MANOVA using SPSS Win 12.0. The results were as follows. First, cluster analysis on narcissism orientation identified four groups such as non-narcissism group, high narcissism group, privilege conscious group and achievable desire conscious group. Second, the groups related to their apparel products benefits sought were high narcissism group and privilege conscious group. There were significantly differences between the groups and apparel products benefits sought such as social prestige, impressive improvement and personality.

• Journal of the Korean Home Economics Association
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• v.34 no.3
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• pp.107-121
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• 1996

The purpose of this study was (1) to investigate the level of environmentally conscious consumer behavior and support on the environmental regulation, and (2) to identify the influencing variables and causal relationship. Data were collected from questionnares with 1050 male and female consumers who were in the age of 20∼49 and residents of 6 cities(Seoul, Pusan, Taegu, Kwangju, Taejoen, Inchon). The major findings were as follows: (1) The level of environmentally conscious behavior was relatively high and differed significantly according to sex, age, education and marital status. (2) The level of support on the environmental regulation measures, consumers' support on the company regulation measures was most strong. (4) Sex, age, marital status, environment awareness and environmentally conscious behavior had positive effects on consumers' support on the environmental regulation directly and indirectly.

• Journal of the Korean Home Economics Association
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• v.38 no.12
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• pp.101-110
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• 2000

The purpose of this study were to investigate the influences of fashion leadership on consumers'evaluation of domestic and imported perfume product, and perfume purchasing behaviors and to find out the demographics and consumer value on fashion leadership. The data were collected from 369 female college students using questionnaire. The results were as follows: First, there were significant differences on consumers'evaluation of domestic and imported perfume product between the groups on fashion leadership. The higher the fashion leadership, the much positive consumers'evaluation of imported perfume product. Second, Fashion leaders'the frequency of perfume usage and the pieces of perfume product were higher than fashion followers. The most important perfume attribute of all groups was scent, and fashion leader took the much significant view of brand name than fashion followers. Third, Fashion leaders'economical level and pleasure oriented value was higher than fashion followers.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.7
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• pp.946-957
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• 2002

Amicable brand relationships between consumers and brands are connected with consumers' positive attitude and strong attachment to the brands; therefore, it is necessary to examine the factors which affect consumers in forming brand relationships. Through theoretical review, two variables, brand association and brand communication, were manifested as important factors in building brand relationships. The purposes of this study were to identify the different types of brand association, and to examine the influence of brand association and brand communication on brand relationships. The survey which focused on ten casual wear brands and 739 young female students was conducted from August 20 to September 12, 2000. Spss 8.0 was used for factor analysis and regression analysis. Brand association was further delineated into brand value association and brand personality association and each variable consisted of several factors. Both performance value and emotional value among brand value association factors and both pride and sincerity among brand personality association factors showed goons influence on building brand relationship. Brand communication showed significant influence on brand relationship directly and indirectly.

• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.5
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• pp.672-683
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• 1999

The purpose of this study was to examine the relationship among the consumer's sensation seeking tendency needs of clothing purchase and clothing purchase behavior. The date were obtained from 461 female university students career women and housewives using questionnaire. Consumers were classified into low and high sensation seeking tendency groups. These two groups showed partially significant difference in the needs of clothing purchase. Consumers with higher sensation seeking tendency had higher tendency of impulse buying. And they were likely to show the pleasure dimension of needs of clothing purchase and the pleasure seeking and the time seeking factors of shopping behavior Also they had higher purchase frequency of clothing than those who had lower sensation seeking tendency. Consumers with lower sensation seeking tendency placed more importance on the utilitarian dimension of the needs of clothing purchase and the price and quality of products in shopping.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.3
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• pp.327-348
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• 2019

Among the many methods to make sustainable garments, convertible garments have the potential to change style and function that allow consumers to keep and use garments longer with the possibility of enhancing sustainability. This research analyzes consumer preferences in changeable design options for convertible dresses and the consumers' influence on environmentally responsible apparel consumption (ERC) behaviors on their preferences regarding changeable design options of dresses, which are popular items. An online survey collected data from a convenient sample of 321 female college students from four universities in the United States. Data were analyzed using IBM SPSS through descriptive analysis, cluster analysis, and independent samples t-test. There were significant differences between high and low ERC groups in design preferences that considered important aspects of purchasing, using convertible dresses, and purchase intentions. Detailed differences among sub-groups were analyzed. Designers are encouraged to make tying/folding/wrapping dresses with changes of size/fit, dress length, or color/pattern. The results are beneficial for apparel designers when developing convertible dresses with the guidance of consumers' design preferences and differences according to ERC levels.

• Asia Marketing Journal
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• v.19 no.4
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• pp.87-114
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• 2018

The objective of this study is to find the effects of consumer values on eco-friendly buying behavior. This study examines environmental attitudes and involvement as moderating variables to explain eco-friendly buying behavior of consumers. Hypotheses were developed based on Focus Group Interviews, Depth Interviews, and literature reviews. To test such hypotheses, questionnaires were distributed and collected among female adults aged 18 or above, and who are either office workers or housewives. The analysis results show that personal values, sociocultural values, and values related to ecofriendly products affect consumers in their eco-friendly buying behavior. Among those values, concern about safety and health, eco-friendly culture and trend, willingness to pay price premiums and functional effects of eco-friendly products have significant effects on eco-friendly buying behavior. Reflecting these results, business marketers must appeal to consumers with more focus on safety and health, perceived consumer effectiveness, self-monitoring, eco-friendly culture and trend, media exposure, willingness to pay price premiums, design excellence and functional effects, to implement marketing communication strategies accordingly.