• 한국의류학회지
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• 제29권5호
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• pp.727-736
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• 2005

The purpose of this study was to identify the new fashion brand evaluation attributes influenced by risk perception and its relationship with information search. As for the method of the research, questionnaires were given to 311 consumers who just finished shopping at new fashion brand stores. The results of this study were as follows: 1) New fashion brand evaluation attributes consisted of five factors; product experience attributes, celebrity credence attributes, product search attributes, brand credence attributes, salesperson search attributes. 2) New fashion brand evaluation attributes were found to be significantly influenced by risk perception. 3) The amount of information seeking and the use of information sources were found to be significantly related to the new fashion brand evaluation attributes. 4) The variables influencing on the new fashion brand evaluation attributes were age and monthly clothing expenses.

• 한국유통학회지:유통연구
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• 제13권1호
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• pp.61-77
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• 2008

본 연구는 소비자가 처음으로 접하는 신규 패션 브랜드에 대해 적용시키는 평가기준을 밝히는데 그 목적이 있다. 브랜드 평가기준에 대한 연구로서 다음의 세가지 논점을 강조함으로써 선행연구와 구별되는 차별점을 가진다. 첫 번째로는 본 연구가 개별 제품이나 점포를 포함하는 패션브랜드 수준에 대한 통합적인 평가기준을 밝힌다는 점이다. 두 번째로는 이미 형성된 태도에 의해 영향을 받는 기존 브랜드에 대한 평가기준이 아닌 새로운 브랜드에 대한 최초의 평가기준을 밝히며 본 연구에서의 "신규 브랜드"는 소비자가 처음으로 점포내를 둘러보고 충분한 직접적 정보를 바탕으로 평가를 한다는 점에서 소비자의 관점에서의 새로운 브랜드로 조작적 정의가 되고 있다는 점이다. 마지막으로 전국적으로 유통되는 대부분의 패션 브랜드가 백화점 내에 입점되는 국내의 현실을 고려하여 소비자가 지각하는 백화점과의 관제의 질과 입점되어 있는 신규 패션 브랜드 평가와의 관련성을 분석하였다 오백 삼십 칠 명의 여성 소비자에 대한 온라인 조사를 통해 신규 패션브랜드를 평가하는 평가기준 요인 (상품 파워, 점포 내 커뮤니케이션, 브랜드 및 회사 이미지, 판매원, VMD, 구색의 다양성)을 도출하고 이들이 브랜드 태도에 미치는 영향을 회귀모형을 통해 검증하였다. 또한 백화점 관제질의 차이에 따른 신규브랜드 평가 기준과 브랜드 태도의 관련성도 분석하였다.

• 복식문화연구
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• 제14권4호
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• pp.542-555
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• 2006

The main objective of this study was to investigate the relationship between benefits segmentation and knitwear purchasing behavior of college female students in the U.S. The questionnaires for this survey were developed to measure knitwear purchasing behavior and benefits segmentation. The questionnaire was administered to 119 female college students in the University of California. The data was analyzed by percentage, frequency, mean, factor analysis, Cluster Analysis and ANOVA, Duncan Multiple Range test. The female college students in the U.S. were classified into fourth subdivisions by the cluster analysis. In the case of fashion information sources of knit wear, significant differences were found according to benefits sought subdivision in observation of famous people's clothing, fashion articles in magazines and newspapers, TV advertisements, Newspaper advertisements, advice of salespeople, and Catalogs. The evaluation criteria of knit wear product of consumers were significantly different depending on benefits sought subdivision in design/style, quality of construction, fashionable, brand and store name, pleasing to others, prestige, and sexy. The store attributes of knitwear product of consumers were significantly different depending on benefits sought subdivision in friendliness of sales personnel, product knowledge of sales personnel, brand names, new fashion, and variety of products. The outlook for the industry of knitwear look to remain bright, there should be a continuous effort to research and invest in consumer satisfaction of knitwear.

• 복식문화연구
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• 제13권1호
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• pp.161-173
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• 2005

The Main objective of this study was to investigate the relationship between shopping orientations and Knit wear Buying Behavior of female college students in the U.S. age 18 to 33. The questionnaires for this survey were developed to measure knitwear purchasing behavior, including sources of information about knitwear, evaluative criteria of knit wear product, attributes f store preference for knitwear, and shopping orientation. The questionnaire was administered to 119 female college students in the University of California. The data was analyzed by percentage, frequency, mean, factor analysis, Cluster Analysis and ANOVA, Duncan Multiple Range test. The female college students were classified into five subdivisions by cluster analysis; cautious shopping group, recreational shopping group, self-confident shopping group, shopping indifferent group, price conscious shopping group. In the case of fashion information sources of knit wear, significant differences were found according to shopping orientation subdivision in observation of others' and famous people's clothing, fashion shows, fashion articles in magazines, newspapers, and on the Internet, and shop displays. The evaluation criteria of knit wear product were significantly different depending on shopping orientation subdivision in fashionable, brand and store name, appropriate for different occasion, prestige. The store attributes of knitwear were significantly different depending on shopping orientation subdivision in product knowledge of sales personnel, store atmosphere, display of merchandise, layaway payment plan, price level, ease of parking and access, and new fashion.

• 복식문화연구
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• 제15권3호
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• pp.394-404
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• 2007

The purpose of the study was to analyze the difference in knitwear purchasing behaviors of female college students in the U.S., Korea, and China. It was developed questionnaire that included knitwear purchasing behavior that is fashion information sources, evaluation criteria of knitwear products, store attributes of knitwear, knitwear buying places, and purchasing experience of foreign-made knitwear. The final sample used in this study consisted of 119 female college students in U.S., 150 female college students in Korea, and 217 female college students in China. Aged from 18 to 33. ANOVA, factor analysis, Duncan's multiple range test, frequency, and percentage as analysis methods were used. The results of the study were as follows. The preference of knitwear among the respondents was shown highly. This result is due to a world-wide trend of casual clothing, and is to prove, that knitwear is that made with flexibility, drape, and stretch, is the item that is able to satisfy consumer's desires. Knitwear preference of knitwear the U.S. respondents was shown highly, and buying intention of them was also high, not only for sweaters and t-shirts but for pants, skirts, jackets, coats, and dresses as well. Knitwear information the U.S. respondents considered important, was not only purchasing experience but also shop display and magazine advertisements. By evaluating criteria of knitwear, the U.S. respondents considered good fit, design, color, and comfort important, and they didn't consider the country of origin important. By store attributes of knitwear, the U.S. respondents specially considered the display, variety, price level, and sale frequency of merchandise. The respondents of China was shown higher than them of Korea in the intention of all items. Knitwear information the China respondents considered important, was not only purchasing experience but also shop advertisements of Newspaper and magazine and fashion articles in Newspaper and magazine. By evaluating criteria of knitwear, the China respondents considered good fit, design, color, and comfort important, and they considered fiber content and the country of origin higher than the respondents of U.S. By Store attributes of knitwear, the China respondents specially considered product knowledge and friendliness of sales personnel, Layaway payment plan, Brand names, New Fashion, and Dressing Facilities higher than the respondents of U.S. or Korea.