• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.8
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• pp.1307-1314
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• 1997

This study investigated the factors that influence consumers' distrust and consumers purchase intention for discounting, specifically discounting of clothes. Through literature, discounting rate, retailer type and brand reputation were identified as influencing factors and were tested. A 2$\times$2$\times$3 factorial design was used to test the effect of each factor on consumers' distrust and consumers' purchase intention for jean products. Retailer type was manipulated as high and low, brand reputation as well-known and less-known, and discount rates 10, 30 and 60%. An convenience sample of 165 female undergraduate students participated in the study. The data were analyzed using SPSS/PC+ The results showed that consumers did distrust discounting claims and consumers' distrust of the claims was greater for less-known brand. In addition, no significant effect of retailor type was found. Further effort is needed to generalize the result to different product categories.

• Korea Trade Review
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• v.44 no.5
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• pp.17-28
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• 2019

Although brand love is a major interest in global business, very little is known about how the effects of brand love are affected by relevant constructs. This study examines how the brand love-loyalty link is moderated by shopping value (hedonic vs. utilitarian) and how the moderated moderation effect of gender difference influences the consumer-brand relationship. Based on a unique dataset of 254 Chinese consumers of Korean cosmetic brands in China, we tested our proposed hypotheses using Regression PROCESS macro (model = 3). One of our novel findings is that brand love has a positive influence on brand loyalty. However, this relationship is sensitive to moderators. Regarding the brand love-loyalty linkage, consumers who seek hedonic shopping value is higher than consumers who seek utilitarian shopping value. In particular, female consumers are more passionate and loyal than male consumers. Finally, male consumers seeking hedonic shopping value feature greater brand love-loyal linkage than other consumers; however, this effect is very limited.

• Fashion & Textile Research Journal
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• v.15 no.5
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• pp.815-824
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• 2013

This study divides female consumers according to eco-friendly attitudes and the purchase frequency of eco-clothing products; in addition, it analyzes the characteristics of each group in terms of LOHAS lifestyles, the attitudes for eco-clothing products, and satisfaction. Eco-clothing attitudes of female consumers were lower than eco-friendly attitudes. A total of 360 female consumers were divided into 4 group according to purchase frequency and the eco attitude, Type 1: survival (33.0%), Type 2: wellbeing (25.6%), Type 3: curious (15.0%), Type 4: LOHAS (26.4%); in addition, age, income, marit alstatus, occupation, LOHAS lifestyle and shopping places were differentiated by type. Type 1 (low eco attitude and low eco-clothing purchase) were composed of the youngest, college students, low income, low level of LOHAS lifestyles and low level of eco-clothing attitude. Type 2 (high eco attitude and low eco-clothing purchase) were interested in healthy eating & exercise among LOHAS lifestyles; in addition, Type 1 & 2 showed alow level of eco-clothing satisfaction. Type 3, low eco attitude and high eco-clothing purchase, were characterized with high expenditures on clothing relative to income as well as lower levels of family activities and leisure life than LOHAS Type 4. Type 4 (high eco attitude and high eco-clothing purchase) were the oldest group and mostly composed of married workers (the highest income) with the highest LOHAS lifestyles and the highest level of eco-clothing satisfaction.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.9_10
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• pp.1026-1035
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• 2003

The purposes of this study were to analyze the new lifestyle of female consumer of age in the range of 19∼35 and to investigate their clothing-purchasing behavior and preferred sensation by lifestyle group. The questionnaire survey was carried out on 402 subjects with 31 lifestyle questions, 32 questions of clothing purchasing behavior and 18 questions of preferred sensation. Through factor, cluster analysis and anova using SPSS, we found that the female consumers were composed of 6 lifestyle groups; Traditional Appearance Pursuit(19.4%), Personal Life Pursuit(15.7%), Outer Beauty Pursuit(15.9％), Active Practical Pursuit(11.4%), Digital Leisure Pursuit(13.4%) and Unconcern(21.6%). The location of 6 lifestyle group were visualized in 2-D as the horizontal axis of 'Internal↔Appearance' and the vertical axis of 'Personal↔Collective'. Six groups by lifestyle showed different clothing-purchasing behavior and preferred sensations, and had different socio statistical parameters, such as age, income, job and education.

• The Research Journal of the Costume Culture
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• v.14 no.5
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• pp.850-863
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• 2006

The purpose of this study was to investigate if star marketing of on-line shopping malls affects consumers' WOM effect, and to compare the differences of consumption behavior between female teenagers and college students. Two hundred five female teenagers and college students who had purchased fashion goods through internet shopping mall participated in this study. For data analysis, descriptive statistics, factor analysis, t-test, and multiple regression were used. As the results, first, recognition of celebrity advertising models was classified into three factors such as 'trust of product', 'attractiveness of product' and 'leading interest of product' factors. Second, the greater exposure to celebrity models, the greater the good feelings about them, showing respondents' positive consumption behavior. Third, results of multiple regression revealed that behavior of pursuing celebrities' style accounted for 37% of the explained variance WOM behavior. Finally, t-test revealed that female college students were affected more by celebrity style and bought fashion items than female teenagers. However, female teenagers conducted more WOM behavior than college students. Based on these results, on-line fashion marketers would use these data for more their efficient fashion marketing strategies.

• Korean Journal of Human Ecology
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• v.9 no.2
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• pp.33-42
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• 2006

The purpose of this study was to identify the relationship between lifestyles and clothing shopping orientation. A questionnaire was developed to measure the lifestyle and shopping orientation of Chinese female college students. The questionnaire was distributed and collected from 217 college female students in China. The data was analyzed by mean, standard deviation, factor analysis, reliability test, MANOVA and ANOVA by SPSS package. The lifestyles of the respondents were classified into four types such as Open-mindedness, Accomplishment, Sociability, and Activities. And shopping orientation was classified into five types such as Recreational shopping, Speediness, Economic shopping, Shop and brand royalty, and Self-confidence. The result of this study were as follows; Consumers of open-minded lifestyle tended to economic and self-confident shopping. The higher accomplishment was, the higher speediness and economic shopping were. Consumers of sociable lifestyle tended to recreational, speediness, and self-confidence. The higher activities was, the higher economic shopping was. The shop and brand royalty was not shown to have the significant differences according to all of lifestyle groups. It is the factor that lifestyle were important in the clothing market segmentation of Chinese female college students

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.9_10
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• pp.1364-1372
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• 2007

The purpose of this research is to provide the fundamental data about knitwear laundering and care. A questionnaire was designed and survey data was colleted from male and female consumers. Descriptive statistics, Chi-squire and t-test were conducted for statistical analysis. Results indicated that female consumers were more susceptible with 'handle with care' or 'fragile label' than male consumers. Females preferred hand washing whereas males preferred dry cleaning. Marital status of respondents did not affect awareness of care labels. Consumers considered more about stability of product shape than stain removal. Although most respondents followed proper ways to knitwear care and laundering, they felt that technical knowledge or deep understanding about washing is needed. In order to increase consumer satisfaction with knitwear products, the importance of care labels should be acknowledged.

• The Research Journal of the Costume Culture
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• v.26 no.3
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• pp.427-449
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• 2018

The current study aimed to segment Mongolian female consumers based on luxury consumption values and to compare lifestyle, demographic characteristics, purchase behavior, and perceived brand personality among the segments. The survey was administered to consumers who had purchased luxury products in Ulaanbaatar, Mongolia. A total of 184 surveys were used for data analysis. Exploratory factor analysis revealed five luxury values: quality value, hedonic value, conspicuous value, social value, and unique value. Using the five luxury values, clustering analysis was conducted, showing that there were four distinct segments: passive shoppers, showoffs, rational value groups, and hedonists. ANOVAs and chi-square analyses revealed that these four segments differed in consumption values, demographic characteristics, lifestyle dimensions (including appearance consciousness, leisure orientation, life enjoyment, and achievement orientation), and purchase behavior (including purchase frequency, price of products purchased, and product selection criteria). Moreover, value segments showed differences in five dimensions of luxury brand personality: sincerity, professionalism/attractiveness, excitement, materialism, and sophistication. The results suggest that consumption values serve as a significant basis for segmentation. Furthermore, the current study indicates that value segments can be described as consumers' perceived brand personality. The study concludes with a discussion of the results, theoretical and practical implications, and limitations.

• Journal of the Korean Society of Costume
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• v.60 no.9
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• pp.150-161
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• 2010

In Korea, recent trends indicate an increase in the volume of the functional clothing market. This study investigated the evaluative criteria and information sources of functional clothing according to gender and age. A total of 756 responses were analyzed using descriptive statistics, MANOVA, and Duncan's test. The main effect of gender on the evaluative criteria and information sources of functional clothing was identified. Compared with male consumers, female consumers gave more importance to price and aesthetic criteria. Female consumers take advice from colleagues and companions, as well as use information obtained from mass media to a greater extent than male consumers. Age was seen to have an effect on evaluative criteria and information sources in purchasing functional clothing. Respondents in their forties and fifties took textile quality and durability more seriously. Information available on the Internet and following the dressing styles of celebrities were preferred by respondents in their twenties.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.3
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• pp.384-404
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• 2019

This study investigates the multidimensional structure of apparel design evaluation criteria and the details of each criterion by exploring how female college students majoring in apparel design in their 20s evaluate apparel design based on an exploratory approach. Data were analyzed through a categorization method of qualitative data after collecting from a literature review and three focus group interviews. The results identified the six evaluation criteria of apparel design (functional usefulness, convenience, aesthetics, psychological self suitability, social activity usefulness, and fashion trend). Functional usefulness and convenience assessed the extent to which primary features of apparel are reflected in apparel design, and aesthetics evaluated the aesthetic beauty of apparel design. Psychological self suitability estimated the extent to which apparel design expressed psychological self properly, and social activity usefulness appraised the extent to which apparel design contributed to the social activities of wearers. Last, fashion trend assessed the extent to which apparel design reflected fashion trend. The study results provide meaningful implications towards an apparel industry that wants to develop apparel design that appeals to consumers, educational institutions that aim to cultivate well-trained professionals in the apparel industry, and consumers who want to purchase clothes of satisfactory design.