• Fashion & Textile Research Journal
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• v.4 no.1
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• pp.56-63
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• 2002

This study was designed to investigate the new concept about lifestyle of female consumer in the present time of digital revolution and to analyze the preferences and sensibilities according to the types of consumer lifestyle classified into the same group. Survey was done through questionnaire of 79 questions and the data of 151 female consumers in the age of 19-34 were analyzed statistically using SPSS. The 6 factors were extracted from 39 lifestyle questions: consumerism, seeking challenge, communal life, quality of life, digital orientation and active counter plan. 6 Lifestyle clusters of female consumers were as following: the no-concern satisfied, the digital passive, the consumer personal, the digital active, the consumer communal and the adventurous. 30.5% of female consumer was the digital lifestyle who are relatively older and highly educated, of high income and expense rate, and resident in Gangnam. The preferred sensations by female consumer were 5; reasonal, feminine, conspicuous, active, and modest, and the clusters according to the sensations were 5: the casual, the status-symbolism, the rich in contents, the romantist, and the elegance. Lifestyle and preferred sensations were so related that the no-concern satisfied were the status-symbolism and the romantist, while the digital were the richness of contents and the adventurous were the romantist.

• Fashion & Textile Research Journal
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• v.14 no.3
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• pp.381-389
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• 2012

This study presents a marketing communication strategy from the aspect of new consumption orientation. Consumer preference on ads media, on-line ads media, and WOM usage were examined for new consumption orientation groups. This study was executed in a question survey format. A total of 182 questionnaires were obtained and data were analyzed by PASW 18.0 and AMOS 7. The results were as follows. First, 8 types of consumption orientation factors were revealed; 'impulsive purchase', 'promotion oriented', 'social contribution', 'passive conformity', 'innovative', 'conspicuous', 'rational', and 'environmental conservation'. Then 4 groups were formed, 'Rational & Positive', 'Conspicuous Conforming', 'Positive Social Interested' and 'Low Price Oriented'. Second, communication responses were analyzed through consumption orientation groups. The 'Rational & Positive' group responded positively to every type of advertising media (especially new media). The 'Conspicuous Conforming' and 'Positive Social Interested' groups preferred traditional media such as TV, radio, and magazines; in addition, the 'Low Price Oriented' group liked only online banner ads. For WOM preference, the 'Rational & Positive' and 'Positive Social Interested' group preferred verbal consumer information like WOM. In distribution types, the just 'Positive Social Interested' group revealed a significant result for internet shopping malls. The results from this study will help establish marketing communication strategies based on the features of consumption orientation.

• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.1
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• pp.123-138
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• 2013

This paper studied the apparel product attributes that women in the new elderly generation require in formal wears and in casual wears. The purpose of this study was to provide the design guideline when considering the changing and diverse buying patterns of the new elderly female consumers as opposed to the traditional elderly generation. We employed a qualitative study methodology of one-on-one in-depth interview with open coding. Between August 10 and October 3 of 2012, we interviewed sixteen female consumers of age 60 or above residing in the metropolitan area who considered themselves as young-minded. Our findings were as follows: The consumer-required attributes that the new elderly women wanted to present have five dimensions of symbolism, aesthetic, fitness, usefulness, and maintenance. The main focus of the apparel product attributes that the new elderly women wanted was the dimension of symbolism in formal wears and the dimensions of usefulness and maintenance in casual wears. The new elderly females were the emerging group of consumers of diversified clothing products who emphasized overall balance and wore appropriately for occasions. Apparel products for the new elderly females should incorporate the design attributes that they want as well as the overall balance among individual wears.

• Journal of Distribution Science
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• v.13 no.8
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• pp.81-90
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• 2015

Purpose - To vitalize a market or develop a new one, companies frequently release new products into the market, often by shortening the time to market, called the release period. This research aims to investigate the purchase intention behavior of consumers in terms of buying new products at the time of product release based on the release speed. Research Design, Data, and Methodology - The research reviews the influence of relative advantage, complexity, and compatibility among innovative attributes of new products, as proposed by Rogers. Moreover, it examines the moderating effect of the innovative new product attributes in terms of speed of obsolescence of old products and how that influences consumer purchase behavior. Additionally, this study tests the research hypotheses using empirical analysis. Results - The analysis demonstrated that the relative predominance (H1) and suitability (H3) of new products had a statistically significant positive influence on new product purchase intention. However, the complexity (H2) of new products had a statistically significant positive influence on new product purchase intention in contrast to its predicted sign (-). The results of the moderating effect of the old product use period were as follows. H4-1 was not supported since the difference between the path coefficients of the group with the low level old product use period and the group with the high level, represented by the relationship of relative predominance and new product purchase intention, was not statistically significant. H5-1 was also not supported since the difference between the path coefficients of the group with the low level of old product use period and the group with the high level, represented by the relationship of complexity and new product purchase intention, was not statistically significant. However, H4-2 was supported since the difference between the path coefficients of the group with the low level of old product use frequency and the group with the high level, represented by the relationship of relative advantage and new product purchase intention was statistically significant. H5-2 was not supported since the difference between the path coefficients of the group with the low level of old product use frequency and the group with the high level, represented by the relationship of complexity and new product purchase intention, was not statistically significant. H6-2 was also not supported since the difference between the path coefficients of the group with the low level of old product use frequency and the group with the high level, represented by the relationship of compatibility and new product purchase intention, was not statistically significant. Conclusion - According to the results, only H4-2 among the hypotheses on the moderating effect of the old product use period and use frequency was statistically significant. Future research should focus on carrying out a detailed review of the hypothesis on the moderating effect of the old product usage period and frequency, find the cause, and connect this to potential new research.

• Journal of the Korean Society of Costume
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• v.50 no.8
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• pp.87-97
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• 2000

The purposes of this study are to classify the male consumers in new generation by evaluating the fashion mania elements and to examine the differences among consumer groups in product attributes, benefits, dressing for self and others, and sensation seeking tendency. Fashion mania elements are compose of purchase frequency, the storage of clothes, the affection toward clothes and fashion knowledge. Data were obtained from 492 adult male living in Seoul and Kyunggi Do. Statistics used for data analysis were frequency, means, one-way Anova, Duncan's multiple range test, factor analysis, cluster analysis using Spss 9.0. The results can be summarized as follows: There consumer groups are identified based on the fashion mania elements: fashion mania, fashion interests, non-fashion mania. The fashion mania group has positive fashion behavior and high fashion attitude, the fashion interests group has high fashion attitude and light fashion behavior, non fashion mania group has light fashion attitude and behavior. Fashion mania group regard intrinsic attributes very highly in order to express individuality, shows the tendency to dress for self strongly rather than to dress for others. And fashion mania group shows a high sensation seeking tendency compared with the remaining groups.

• Journal of Distribution Science
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• v.15 no.4
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• pp.69-78
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• 2017

Purpose - The study was AI as exploratory study on artificial intelligence (AI) shopping information services, to explore the possibility of a new business of the distribution industry. For research, we compare to IBM of consumer awareness surveys an AI shopping information service for retailing channel and target goods group. Finally, we present to service scenario for distribution service using AI. Research design, data, and methodology - First, to identify possible the success of the information service shopping using AI, AI technology for the consumer is very important for the acceptance of judgement. Therefore, we explored the possibility of AI information service for business as a shopping. The experimental data were used to interpret the meaning of the relevant literature and the IBM Institute of Business Value (IBV) Report 2015. This research is based on the use of a technical acceptance model (TAM) to determine whether the consumer would adopt the 'AI shopping information service' technology. Step 1 of the process assumes that the consumer adopts AI technology. In step 2, consumers find their preference channels and goods targeted at them as per their preferences. Finally Step 3, we present scenario for 'AI shopping information service' based on the results of Step 1 and 2. Results - Consumers have expressed their high interests in the new shopping information services, especially the on/off line distribution channels can use shopping information to increase the efficiency in provision of goods. Digital channel (such as SNS, online shopping etc.) is especially high value goods such as cars, furniture, and home appliances by displaying it to an appropriate product group. Conclusions - The study reveals the potential for the use of new business models such as 'AI shopping information service' by the distribution industry. We present seven scenario related AI application refer from IBM suggestion, and the findings would enable the distribution industry to approach target consumers with their products, especially high value goods. 'Shopping advisor' is considered to the most effective. In order to apply to the other field of the distribution industry business, which utilizes AI technology, it should be accompanied by additional empirical data analysis should be undertaken.

• Science of Emotion and Sensibility
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• v.11 no.2
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• pp.181-192
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• 2008

The purpose of this study was to examine the outdoorwear satisfaction of silver consumers and their purchase behavior according to age. The survey participants in this study were 100 elders who were climbing the Bukhan mountain; 68 among them were new silver group in range of 55-64 years old. As the subjects were old people who had a relatively low level of cognitive ability, self-administration method and interview were employed together. The collected data were analyzed with t-Test and x2 -test. The results follow: the new silver group had purchased more and spent more money on outdoorwear. The brand recognition, purchase place, purchase criteria, and dissatisfaction factors of silver groups were different from those from new silver groups. The quality and design/color were thought to be needed for improvement for a new silver group, while quality and comfort/wearability were for silver group.

• Journal of Global Scholars of Marketing Science
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• v.15 no.3
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• pp.211-231
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• 2005

It is important for marketers to understand both individual resistance and group resistance in order to successfully bring innovations into global markets. We suggest that consumers resist innovations as individuals and as members of a group and that they do this in different ways at different stages of decision-making. The individual resistance begins with forms of initial resistance, develops into emergent resistance and mature or belated resistance at the individual level. In addition, personal moral standards can influence decision making in relation to the adoption of innovations. Individual resistance is sometimes accompanied by or evolves into group resistance. We introduce a framework for thinking about consumer resistance to innovations that sees it as a consequence of social identity, which has functions for the individual, the group to which one belongs, and other individuals and groups. Consumers with membership in a certain group try to increase their self-esteem through the process of social comparison. The more consumers strongly identify with and bond with a certain group, the more in-group solidarity and out-group hostility will occur. Out-group hostility gives group members strong resistance toward products and services related to the out-group. Individual resistance and group resistance are threats to marketers and dampen performance. By considering the existence of resistance to innovations and seeking strategies to overcome it, marketers can transform these threat into new opportunities. A better understanding of consumer resistance can complement research on the adoption of innovations and help in the development of a universal model of consumer behavior.

• Journal of the Korean Society of Fashion and Beauty
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• v.2 no.1 s.1
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• pp.75-85
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• 2004

Since, N-Generation equipped with internet seek for more reasonable consumption, they are seeking positive toward the latest vogue and having strong desires for better consumption. In such, the makeup industry produces makeup products specially made for the N-Generation. The products not only directly reflect the skin features of the N-Generation but also form different. Therefore, the purpose of this study tries to find out the distinctive consumption of the N-Generation that rises as the new consumer group of the new millennium in the makeup industry and their purchase behaviors. The investigation was done on 200 females aging from 13 to 23. Investigation method was done face-to-face interview conducted from Dec. 1st to Dec. 8th, 2003 for a week. Through the study, it can be seen that the network generation is interested in e-commerce and such trend show the possibility of makeup market in the e-commerce. Also, it is suggested that the study can be used as useful data when establishing marketing strategies in the relevant industry. The result where the N-generation demands for distinctive products just for them can be used as an alternative plan of market division policy.

• Journal of Distribution Science
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• v.13 no.6
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• pp.5-10
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• 2015

Purpose - Conspicuous consumption is the public display of wealth to impress others. In this study, consumption patterns by social class and economic development of countries were theoretically examined. Research design, Data, and Methodology - A qualitative approach of historical investigation and literature review was employed to identify current trends and emerging phenomena in the areas of consumer behavior and conspicuous consumption. Result - The main participants of conspicuous consumption have changed from the upper class in developing countries to the middle class in developed countries. While the main purpose of conspicuous consumption, that is, achieving higher status, remains unchanged, a leisure upper class has emerged as a new consumer group for conspicuous consumption in developed countries. Conclusions - To satisfy consumers'demands for new conspicuous consumption, marketers are encouraged to offer luxury experience and hybrid products.