• The Research Journal of the Costume Culture
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• v.22 no.1
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• pp.42-54
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• 2014

This research used an experimental design in an effort to assess the influence of brand gender and salespeople on the attitudes toward brands according to the males' gender identity traits. The study used a three-way split-plot experimental design, and data were analyzed by t-tests, and ANOVA. The subject of this research was men in their 20s and 30s, and a total of 178 people were selected through convenience- sampling. The findings are as follows: first, masculine male consumers preferred masculinity fashion brands; however, androgynous consumers preferred brands that reflect androgyny. Second, there were no differences in brand attitude according to the gender of the salesperson for the masculinity group, but the androgynous group estimated the brands as better when the salesperson was female. Third, there were no differences in the brand attitudes among consumers according to gender of the salesperson for the Galaxy; however, for Solid Homme, brand preference was stronger when the salesperson was a woman. Fourth, the influence of brand gender and salesperson gender on brand attitudes differed according to the gender of the consumer. Therefore, apparel companies must clearly understand the characteristics of consumer gender identity and execute proper marketing strategies in order to induce stronger positive attitudes toward their brands. Moreover, apparel companies should perceive that brand gender and the gender of the salesperson can consequently encourage brand preferences.

• Journal of the Korea Fashion and Costume Design Association
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• v.19 no.4
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• pp.43-58
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• 2017

The purpose of this study was to find the consumer perception and purchasing behaviors of beauty service products based on recent consumer purchasing patterns utilizing social commerce. The research method looked at general characteristics, exploratory factor analysis, reliability T-test, correlation analysis, one way ANOVA, regression analysis of the consumer awareness and purchasing status in the use of beauty social commerce of 228 research subjects in their 20s and 30s residing in Seoul and Gyeonggido. SPSS v. 21.0 was used. The results found the following. First, service quality, interaction, user convenience, and price were set as factors for the validity verification of consumer perception in beauty social commerce. Second, as a result of studying consumer perception regarding beauty social commerce, interaction had the largest correlation while price, service quality, and user convenience followed. As a result of studying the differences according to the general characteristic of gender, user convenience had a larger correlation for female consumers than male consumers. Third, the following was the result of studying purchasing behaviors in beauty social commerce. Among diverse social commerce businesses, Pokemon was the most popular, while among the various coupons available, hair salons were most commonly purchased. The modal value for the number of times consumers used beauty service products was two times a month, and the most popular price ranges were 100,000 KRW or less and 100,000~200,000 KRW. Accordingly, it was observed that social commerce is receiving attention and being considered as the next generation for shopping in the beauty industry. This channel should be well utilized by related industries through the improvement of customer satisfaction, which will lead to repurchases, and consequently result in becoming an actual means for sales in the beauty industry.

• Journal of the Korea Fashion and Costume Design Association
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• v.18 no.1
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• pp.79-89
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• 2016

Middle-aged women, who are rising as the main consumers of modern society spare no cost in health care and enjoying cultural activities along with various changes in life styles. They are active in self-realization and taking care of their appearances, and the lifestyle changes of middle-aged women who prefer fashion of young and trendy sensibilities are becoming a important theme in the media such as dramas. The middle-aged women in dramas have social positions and economic power who contribute to the completion of the drama as a main character, and so their fashion styles are receiving attention. Also, they play the role of providing trend information and various fashion information, which even leads to sales of these fashion products. Hence, this study aims to derive design formative characteristics and fashion styles that current middle-aged consumers prefer and provide basic data for promoting the growth of the Korean fashion industry by analyzing the fashion styles in accordance with the life styles of middle-aged women in dramas who are becoming admired by middle-aged women. The analysis of the fashion of middle-aged female characters in dramas allows to examine the fashion styles per various situations in accordance with the life styles of middle-aged women, and furthermore in the domestic and foreign fashion industry, arranges an opportunity to form a new market for potential fashion exports aimed at foreign consumers who view Korean dramas.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.1
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• pp.87-96
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• 2014

E-shopping is traditional method to purchase products in a modern society. Fashion products are one of the most popular product categories sold and impulsively bought online. This study examined the causal relationship of shopping value, positive emotion, urge to buy impulsively, and e-impulse buying in the context of shopping for apparel products. A self-administered questionnaire developed from the literature was administered in class to 501 female college students in Busan. AMOS 21.0 estimated the structural equation model of e-impulse buying using a correlation matrix with a maximum likelihood. The analysis of the data supported most of the predictions. The results suggested that consumer shopping values (hedonic shopping value and utilitarian shopping value) had a positive effect on positive emotion; in addition, positive emotion urge to buy impulsively directly affected the e-impulse buying of apparel products. In the structural model, e-impulse buying of consumers can be predicted by the attitudinal component (e.g., shopping values), emotional factors (e.g., enthusiastic or proud), and the urge to buy impulsively felt by young consumers. There are implications that both positive emotion and impulsive buying are important predictors for the e-impulse buying of apparel products by consumers. Moreover, the urge to buy impulsively was an important mediator to determine the e-impulse buying of apparel products. This study provides insight to retailers and researchers to understand the structural relationship of consumer characteristics and the e-impulse buying of apparel products.

• Journal of Fashion Business
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• v.20 no.1
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• pp.1-16
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• 2016

Korean cosmetic distribution channels were formerly divided into sales visits and specialty shops, which made up the entire cosmetics market. However, recently the market and cosmetic distribution channels have become much more diversified. Thus, research for this study focused on the usage and purchase situations of cosmetic distribution channels depending on cosmetic type perception. This study also focused on the intent to purchase cosmetics by a cosmetic distribution channel in order to provide a precise cognitive background of consumers regarding cosmetic distribution channels. In doing so, the competitiveness of those channels could be procured and the causal relationships between these variables can be investigated. To achieve these purposes, the research model and hypotheses were derived through literature research on the cosmetics industry, cosmetic distribution channels, and consumers' intent to purchase. A survey was implemented from September $1^{st}$ to $14^{th}$, 2014 for empirical testing. and was given to female consumers in their 20s. 468 out of 500 surveys were collected; a total of 415 were used for analysis while the others were excluded due to with unreliable responses. The SPSS 21.0 program was used for analysis of materials. The overall conclusion of this study is that there is a relationship between perception of cosmetic distribution channels and intent to purchase. The above research results may stimulate establishment of marketing implications and research material when establishing marketing strategies to promote cosmetic distribution and consumption.

• Journal of Distribution Research
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• v.13 no.1
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• pp.61-77
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• 2008

This study proposes new fashion brand evaluation criteria. In developing the criteria, we emphasize the following considerations: first, the object of the evaluation should be the brand rather than the products or store second, the "new" brand should be the "new" brand from the consumer's perspective finally, only fashion brands available in department store are included to examine the relationship between evaluation criteria and consumers' relationship quality perception with a department store. Our data analysis of an online survey panel sample of 537 female consumers produced six new fashion brand evaluation criteria: merchandise power, in-store communication, brand/company image, salesperson, VMD, and assortment variety. New fashion brand evaluation criteria factors include both brand attributes and store attributes. Brand-related evaluation criteria are merchandise power, assortment variety, and brand/company images, whereas store-related criteria are VMD, salesperson, and in-store communication. The associations among brand evaluation criteria, brand attitudes, and the consumers' relationship quality with department store were tested by regression analysis.

• Korean Journal of Human Ecology
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• v.22 no.2
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• pp.343-355
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• 2013

E-reviews, electronic reviews, are generally perceived as trustworthy and credible by the consumers, because it is based on the experiences of other consumers who are independent of the marketers. Therefore, consumers may rely more on the review information as an important cue than direct experience or advertising. This paper explored the structural equation model to investigate the relationships among search motives of e-reviews, attributes of e-review, trust, and purchase intention for cosmetics. A self-questionnaire was developed based on previous researches. Data were collected from 300 female university students experienced purchasing cosmetics at the Internet and were analyzed by AMOS 20.0. Results showed that e-review attributes consisted of three factors: expertise/visuality, quality/functionality and advertising/design. Utilitarian and hedonic search motives were significantly related to expertise/ visuality attributes of e-review and then influenced the purchase intention for cosmetics, mediated by the trust of e-review. However, quality/functionality attributes related by utilitarian motive did not have a significant effect to trust of e-review and purchase intention for cosmetics. Regardless of search motives and trust of e-review, advertising/design attributes of e-review directly related to purchase intention of cosmetics. As predicted, the trust of e-review was an important mediated variable to stimulate the purchase intention of cosmetics at internet. The implications of findings for research and practice are discussed.

• The Research Journal of the Costume Culture
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• v.23 no.5
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• pp.846-860
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• 2015

The purposes of this study were to investigate the influences of need for cognition (NFC) and fashion leadership on regret after purchasing fashion goods in female consumers and examine the relationships between regret and its dependent variables (i.e., dissatisfaction, regret resolution, and rebuying intentions). Data collection was conducted through a survey for females in their 20s~40s, and 642 questionnaires were used for final data analyses in which frequency analysis, factor analysis, reliability analysis, and regression were applied using SPSS 14.0. The results were as follows. The higher NFC was or the lower fashion leadership was, the higher the degree of regret, as NFC and fashion leadership both had a significant influence on regret. In terms of the dependent variables, the higher the degree of regret, the higher the degree of dissatisfaction and ultimately the lower the rebuying intentions. In addition, the influence of regret on regret resolution and the influence of regret resolution on rebuying intentions were significant. This study verified that consumers' characteristics and feelings of regret had a significant influence on their buying behavior of fashion goods. The results suggest that consumers' feelings of regret (which influence consumer satisfaction and rebuying intentions) should be considered in terms of competitive marketing strategies at fashion companies.

• The Research Journal of the Costume Culture
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• v.24 no.1
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• pp.41-53
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• 2016

The purposes of this study was to identify fashion shoppers' perceived risk and satisfaction while shopping at overseas online shopping malls based on their internet shopping values. A self-administered questionnaire was used for data collection and an internet survey was conducted from April 12~15, 2015. Most consumers purchased one or two fashion items at overseas online malls directly, motivated by low prices, and spent 200,000~400,000 won during the last one year. The factors of consumers' internet shopping values were information, hedonics, and practicality. Factors of perceived risk were delivery and refund, price and approval, and product and shopping mall. Consumers were divided into three categories: heavy pursuit shoppers, intermediate shoppers, and uninformed shoppers based on their internet shopping values. Heavy pursuit shoppers were primarily female; they spent more, felt a deeper patronage with overseas online shopping malls and their perceived risk regarding delivery and refund was higher than the other shoppers. The group of uninformed shoppers were primarily male. They spent less, had low patronage with overseas online shopping malls, and their perceived risk regarding delivery and refund was lower than other shoppers. Overall satisfaction was positively affected by information provided while shoppers were surfing the overseas online shopping malls and practicality. Satisfaction was negatively affected by perceived risk regarding price and approval and difficulty in finding specific products while shopping at overseas online shopping malls.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.5
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• pp.784-796
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• 2010

Consumers focus on information about the symbolic meaning of a product for highly involved and emotional products (such as cosmetic products). This study examines the effectiveness of the congruence between cosmetics advertising image and self-image on consumer attitudes. In addition, this study examines two additional moderating effects, which are 'product type' and 'message type'. For the experiment, four advertizing type factorial designs were performed. A total of 320 undergraduate female students in Korea participated in the experiment. This study captured the subjective judgments of consumers on these three comparisons in terms of advertizing attitude, brand attitude, and purchase intention. The results are as follows: First, the greater the self-congruity on cosmetic advertising, then the greater the effectiveness on advertizing attitude. Second, the increased self-congruity on cosmetic advertising did not create greater effectiveness on brand attitude. Third, increased advertizing attitudes on the congruence between cosmetics advertising image and self-image increased the effectiveness on brand attitude. Fourth, increased advertizing attitudes on the congruence between cosmetics advertising image and self-image improved the effectiveness on purchase intention. Fifth, the greater the brand attitude (on the congruence between the cosmetics advertising image and the self-image produced)increased the effectiveness for purchase intention. The results show a significant moderating role of the product type. Marketers can use the results of this study to understand the market of cosmetic products for promotion.