• 한국의류산업학회지
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• 제4권1호
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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.

• 한국의류산업학회지
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• 제14권3호
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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.

• 한국의상디자인학회지
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• 제15권1호
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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.

• 유통과학연구
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• 제13권8호
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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.

• 복식
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• 제50권8호
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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.

• 유통과학연구
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• 제15권4호
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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.

• 감성과학
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• 제11권2호
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• pp.181-192
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• 2008

현재 주목받고 있는 실버 소비자의 등산복 구매 실태와 만족도를 알아보고 노인 연령대에 따른 차이를 분석하였다. 본 연구 대상의 표집은 북한산에서 등산을 하고 계시는 노인 100에 대하여 65세를 기준으로 뉴실버와 실버 소비자로 노인소비자를 구분하였다. 자가응답과 대필방식을 병행하여 설문지를 작성하였으며 수집된 데이터는 SPSS 12.0을 이용하여 t Test와 카이검증을 통하여 분석하였다. 뉴실버 소비자들은 실버소비자보다 스포츠웨어를 자주 구입하였으며 구매비용도 더 많은 것으로 나타났다. 브랜드 인지도도 높았으며 구매장소는 스포츠웨어 전문매장을 선호하였다. 구매기준과 불만족 요인도 연령대에 따라 차이가 있었다. 즉 뉴실버 소비자에게는 등산복의 품질, 디자인/색에 대한 불만족이 높은 반면에, 실버 소비자에게는 품질, 착용감/쾌적감이 불만족이 높았다.

• 마케팅과학연구
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• 제15권3호
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• pp.211-231
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• 2005

마케팅관리자들이 글로벌 시장에 혁신을 성공적으로 진출시키기 위해서는 개인적 저항과 집단 저항에 대하여 이해하는 것이 중요하다. 우리가 제한하기로는 소비자들은 개인으로서, 집단의 한 구성원으로서 혁신에 저항하며, 의사결정의 다른 단계에 다른 방법으로 저항한다. 개인적인 저항은 초기저항(initial resistance)의 형태에서 시작하여 급박한 저항(emergent resistance)으로 발전하고 최종적으로는 늦은 저항(belated resistance)으로 발전한다. 또한, 개인의 도덕적 기준이 혁신수용 의사결정에 영향을 미칠 수 있다. 때때로 개인적 저항은 집단저항에 의해서 수반되거나 집단저항으로 진화한다. 우리는 혁신에 대한 소비자저항을 개인에 대하여, 개인이 속한 집단에 대하여, 다른 개인과 집단에 대하여 작용하는 사회정체감의 결과로서 생각하는 체계를 제시한다. 어떤 집단 구성원인 소비자들은 사회비교과정을 통하여 자아존중감을 증가시킨다. 소비자들이 어떤 집단에 대하여 강한 정체감을 가지고 결속하면 할수록, 내부집단 결속력과 외부집단 배타성이 더 많이 나타난다. 외부 집단 배타성은 집단 구성원들에게 외부 집단과 관련된 제품과 서비스에 대하여 강한 저항을 나타낸다. 개인적인 저항과 집단 저항은 마케팅관리자들을 위협하고 성과를 침해한다. 혁신에 대한 저항의 존재를 고려하고, 극복하려는 전략을 추구함으로써 마케팅관리자들은 이러한 위협을 새로운 기회로 전환시킬 수 있다. 소비자저항에 대한 이해는 혁신의 소비자수용에 대한 연구를 보완하고, 소비자행동의 보편적인 모형을 개발하는 데 도움이 될 수 있다.

• 한국패션뷰티학회지
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• 제2권1호
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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.

• 유통과학연구
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• 제13권6호
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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.