• 한국컴퓨터정보학회논문지
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• 제15권4호
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• pp.119-128
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• 2010

본 연구에서는 인터넷쇼핑몰을 이용하고 있는 소비자의 라이프스타일에 따라 인터넷쇼핑몰에 대한 만족도에 어떠한 차이가 있는지를 연구했다. 인터넷쇼핑 이용자를 대상으로 라이프스타일의 특성을 파악하여 세 개의 집단으로 나눈 후 집단 간에 인터넷쇼핑몰에 대한 만족도와 이들이 주로 거래하는 제품의 특성별 만족도의 차이에 대해 함께 검증하였다. 아울러 라이프스타일과 이용하는 제품의 특성에 따라 장래 거래를 지속하고자 하는 거래의 지속여부에 있어서 차이를 검증하였다. 연구결과 라이프스타일에 따라서는 인터넷쇼핑의 만족도와 거래의 지속성에 차이를 보였지만 제품의 특성에 대해서는 차이가 없는 것으로 나타났다. 이러한 결과는 인터넷쇼핑시장에 진출하고자 하는 기업들에게 시장세분화에 관한 유용한 정보를 제공하고, 마케팅 과정에서 위험을 최소화할 수 있는 마케팅 전략을 수립하는데 유용한 시사점을 제공할 것이다.

• 한국식생활문화학회지
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• 제23권3호
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• pp.377-387
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• 2008

The objective of this study was to use cluster analysis to determine differences in eating-out behavior among grouped clusters of female consumers after each cluster was divided based on lifestyle patterns. The data were collected by interview survey from a biased sample of 1,300 females, ranging from ages 20 to 59, and living in residential districts of Seoul. Reliability analysis, factor analysis, cluster analysis, cross-tabulation analysis, and analysis of variance (ANOVA) were applied to the data. Four lifestyle factors were extracted by lower-division and classified as follows: health condition, consuming, food, and housing lifestyles. Based on these four factors, the female consumers were grouped as three clusters: the consuming-individuality type, rational-pursuit type, and conservative-stability type. The eating-out behavior of each cluster was significantly different in terms of frequency of eating-out, eating-out expenditures, restaurant selection criteria, food preferences, and the purpose for eating-out. Since this study surveyed females from ages 20 to 59, age and demographics were the differential factors in determining the various lifestyle types. Thus, to target the consumers who form a target market, the food industry should consider market segmentation that combines demographic factors such as age, income, and marital status.

• 복식문화연구
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• 제24권4호
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• pp.511-529
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• 2016

The current study aims to segment Chinese female consumers using their lifestyle dimensions in the cosmetics market, and analyze their cosmetics purchasing behavior based on that segmentation. Specifically, lifestyle groups were examined to see if there is any group difference(s) in consumer behavior for Korean cosmetics. Lifestyle groups were examined based on: consumers' demographic characteristics, perceived brand attributes, loyalty toward Korean cosmetics, usage of Korean cosmetics products, preferred stores of shopping for Korean cosmetics, and use of information sources in purchase decisions. An online survey was administered to female consumers who live in Beijing and Shanghai. A total of 493 surveys were used for data analyses. The results of the study were as follows: First, factor analysis revealed 11 significant lifestyle dimensions. Second, using these 11 lifestyle dimensions, cluster analysis was conducted, which revealed four distinct groups of consumers: (1) "timid inactive group," characterized by having low scores in most lifestyle dimensions; (2) "showcase goers," who tend to be highly fashion/appearance-conscious and brand-oriented; (3) "practical buyers," who tend to be price-conscious, sensitive and timid; and (4) "sensible buyers," who enjoy finer meals and wellbeing lifestyles, as well as hardworking in everything and impulse-buy things. Third, consumer behavior of purchasing Korean cosmetics brands were examined; significant differences among the four lifestyle groups were found. The study concludes with a discussion of the results and practical implications.

• The International Journal of Costume Culture
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• 제9권1호
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• pp.60-76
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• 2006

This study aimed to investigate buying behaviors of cosmetics for female university students in Korea, China, and Japan as related to their lifestyles. For data analysis, a survey was conducted to total 12,000 females university students in 4-year university in Seoul, Tokyo, and Beijing from March 11 to April 14 in 2002. A total of 1,165 were collected and 1,127 were finally used in the analysis (361 in Korea, 381 in China, and 385 in Japan). Data were analyzed by factor analysis, cluster analysis, frequency analysis, Cronbach's a, t-test and Duncan's Multiple Range test by using SPSS statistics package. The lifestyle segmentations identified 5 groups for Korea, 5 groups for China and 2 groups for Japan. Segments in each country showed significant differences in selected variables, the satisfaction with cosmetics and in places to purchase cosmetics.

• 패션비즈니스
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• 제14권5호
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• pp.176-194
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• 2010

According to the economy recession of U.S.A and Europe, the value of China market has been increased. Therefore the in-depth studies were essential for the companies and brands which look for new rising market. This study typed Chinese consumers by lifestyle and analyze the demographics and clothing purchasing behavior. The result of the internet survey which was carried out targeting Shanghai residents, established several consumer types of men and women respectively. In case of male consumers, established 4 groups like indifferent to advertising/brand group, seriously considering brand/health group, seriously considering leisure group, and seriously considering education group. In case of female consumers, established 3 groups like seriously considering education/food group, seriously considering housing/leisure group, and seriously considering shopping group. These groups were showed significant differences to demographics and clothing purchasing behavior. These characteristics about the groups must be reflected to marketing and merchandising strategies.

• 한국정보처리학회:학술대회논문집
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• 한국정보처리학회 2010년도 추계학술발표대회
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• pp.1365-1368
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• 2010

이 논문에서는 무분별한 홍보우편물의 발송 및 낭비의 최소화를 위해서 반응율이 가장 높은 고객만을 타겟팅 하기 위한 방법으로, 읍/면/동 보다 더 작은 단위인 소지역을 대상으로 인구 사회 경제학적 특성을 고려한 Geo-Lifestyle 군집화를 수행하였다. 서울지역 16,357개 소지역 중 마케팅에 의미 있는 15,986개 지역을 대상으로 최종 36개의 소지역단위 군집을 구성하였다.

• 복식문화연구
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• 제26권3호
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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.

• 대한인간공학회지
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• 제29권3호
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• pp.287-296
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• 2010

The purpose of this research is to analyze priority of the elderly user interface (UI) evaluation criteria based on user's lifestyle. Since the elderly population will occupy over 20% of the all Korean population in the near future, we need to know older users' needs and information because elderly users will be main customers in the super-aged society. This paper investigated the definition of elderly users and characteristics demographically, socio-economically, and physically/cognitively. A total of 238 questionnaires from older users were analyzed based on a segmentation table for the elderly developed by the previous study. According to factor analysis and cluster analysis, 6 types of lifestyle and 4 groups of the elderly users were classified, respectively. The priority of UI evaluation criteria for large electronic home appliances and mobile products was analyzed by analyses of variance (ANOVAs). The results indicated that the priority of (physical, emotional, and cognitive) UI criteria was significantly different among elderly users' lifestyles for both home appliances and mobile products. Consequently, the results of this study may help the company develop some competitive silver products and give higher satisfaction to the elderly users by suggesting different priority of UI evaluation criteria according to the target elderly group. The results may also contribute to revitalize national economy by significantly increasing senior market shares.

• 한국식생활문화학회지
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• 제33권2호
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• pp.149-159
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• 2018

Malaysia is regarded as one of the leaders in the global halal marketplace, which has undergone huge growth in the past few years. The aims of this study were to identify imported food consumers in Malaysia based on Food Related Lifestyle (FRL) attributes and to investigate the demographic characteristics and purchasing behaviors of each segmented groups. Using an online survey, a total of 600 responses were collected in Malaysia. Excluding invalid responses, cluster analysis segmented imported food consumers into four FRL groups: impulsive, high interest, low interest, and traditional consumers. The results of this study were as follows. First, depending on lifestyle, the groups exhibited significant differences in demographic characteristics (age, race, religion, and education level). Second, differences in purchasing behaviors (purchasing frequency, place, and information sources of imported food products) were verified. Especially, purchasing frequency of imported food was higher in the high interest consumer group compared to the other groups. Based on these results, marketing implications of the study findings are discussed.

• 복식
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• 제13권
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• pp.123-134
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• 1989

The purpose of this study was to identify the predictable variables of criteria on clothing selection. Relationships among criteria on clothing selection, psychological variable, lifestyle variable, and demographic variable were tested by Pearsons' correlation coefficients and One-way ANOVA. The predictors of criteria on clothing selection were identified by Regression. The consumers were classified into several benefit-segments by criteria on clothing selection, and then, the character of each segment were identified by Multiple Discriminant Analysis. Data was obtained from 593 women living in Pusan by self-administered questionnaires. The results of the study were as follows; 1. Relationship between criteria on clothing selection and relative variables. 1) The important variables to criteria on clothing selection were "down-to-earth-sophisticated", "traditional-morden", "conventional-different", "conscientious-expendient", need for exhibitionism, need for sex, fashion / appearance. 2) The important factor of clothing selection criteria was comfort and it has significant difference among ages. 3) The higher of social-economic status have the more appearance-oriented selection. 2. Predictors of criteria on clothing selection. There were several important predictors of criteria on clothing selection like lifestyle, need, and self-image. Especially, fashion / appearance in lifestyle variable was very important. 3. Segmentation by the criteria on clothing selection. There are four groups Classified by the criteria on clothing selection, that is practical-oriented group, appearance-oriented group, practical and appearance-oriented group, and indifference group. The significant discriminative variables were Fashion / appearance factor, need for exhibitionism, and need for sex. The result of this study can be used for a enterprise to analysis the consumer and to build the strategy of advertisement clothing.