• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.7
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• pp.1074-1085
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• 2009

This study compares the benefits for online clothing purchases between Korean and U.S. consumers. A total of 464 usable questionnaires were obtained from respondents who resided in Korea (n=253) and the United States (n=21l). Data were analyzed by descriptive statistics, factor analysis, and MANOVA. For online clothing purchases, the benefit consisted of five factors: product attribute, transaction services, security, country of origin, and brand symbolism. Results showed that the main effect of nationality and gender on the benefit factors were significant; there was an effect of nationality on product attributes, transaction services, and country of origin. Compared with Korean consumer, U.S. consumers were more likely to consider the benefits of product attributes, transaction services, and country of origin for clothing in online purchases. In addition, there was a gender difference in benefit factors of product attributes, transaction services, country of origin, and brand symbolism. Females were more likely than males to consider the benefits for clothing in online purchases. An interaction effect of nationality and gender was not significant in online purchases for clothing. The managerial implications are discussed for global fashion marketing across the countries.

• The Research Journal of the Costume Culture
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• v.31 no.5
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• pp.669-691
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• 2023

This study aims to analyze the variations in online clothing purchasing patterns based on demographic attributes and purchasing behavior. The survey subjects comprised individuals in their 10s to 50s who had prior experience with online shopping. The survey was conducted in Gyungnam from May to June 2022. A total of 397 questionnaires were analyzed using the χ²-test statistical method. The analysis of clothing purchase type based on demographic characteristics revealed differences in terms of gender, marital status, age, monthly income, and occupation. Notably, when analyzed by demographic characteristics and clothing purchase types, monthly online purchase frequency displayed significant differences in marital status, age, and occupation. Similarly, monthly purchase amounts through online platforms exhibited significant variations based on marital status, age, monthly income, and occupation. The online fashion platforms, when examined in relation to demographic characteristics and purchase types, showed significant differences across all variables. Clothing purchases by consumers seeking individuality and differentiation exhibited significant differences in age, occupation, and purchase types. Furthermore, the reasons for choosing online platforms for clothing purchases varied significantly based on age and occupation. These findings indicate diverse purchasing behaviors on online platforms influenced by demographic characteristics. These findings can be valuable for effectively segmenting the online fashion market.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.12
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• pp.1721-1732
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• 2007

This study identified types of information source, and explored a path model for consumer information search by shopping attributes in the context of online decision making. Participants completed self-administered questionnaires during regularly scheduled classes. A total of 219 usable questionnaires were obtained from respondents who enroll at universities in the southwestern region of the United States. For data analysis, factor analysis and path model estimation were used. Consumer information source was classified into three types for online clothing purchases: Online source, Offline retail source, and Mass media. Consumers were more likely to rely on offline retail source for online clothing purchases, than other sources. In consumer information search by shopping attributes, online sources were more likely to be related to transaction-related attributes(e.g., incentive service), whereas offline retail source(e.g., displays in stores, manufacturer's catalogs and pamphlets) were more likely to be related to product and market related attributes(e.g., aesthetics, price) when purchasing clothing online. Also, the path model emphasizes the effect of shopping attributes on traditional retailer search behavior, leading to online purchase intention for clothing. This study supports consumer information search by attributes, and discusses a managerial implication of multi-channel retailing for apparel.

• Fashion & Textile Research Journal
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• v.26 no.1
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• pp.25-34
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• 2024

This study investigates consumer awareness and concerns regarding apparel sizing in the realm of online shopping. A survey was conducted with 450 women aged 18-59 who had engaged in online clothing purchases within the past year. It was observed that consumers shop for clothes online an average of 1.6 times per month, with those under 50 shopping more frequently. The importance of size is higher when buying pants than jackets, especially in online shopping compared to offline purchases. Key references guiding online shopping decisions encompassed product sizing codes, customer reviews, and garment dimensions, which were notably favored by consumers with significant concerns. Respondents opted for Korean-style sizing codes for jackets but chose inch-sizing codes for pants. While awareness of height and weight remains high, knowledge of specific body measurements crucial for clothing size design is lacking, suggesting inadequate communication of size information. Respondents prioritized specific areas for jacket and pants fit, yet the lack of comprehensive self-measurements beyond height and weight might present challenges in determining fit based solely on product dimensions. To address this issue, online retailers should display essential garment dimensions and visually suggest clothing sizes according to various body types. These findings provide valuable insights for online retailers to effectively present size information and lay a foundational framework for consumer size education.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.5
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• pp.867-878
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• 2016

This study examined the effects on customer delight, satisfaction, and repurchase intention for two reward types by online shopping malls, a hand-written letter and a free gift. Two scenarios to manipulate the rewards provided by online shopping malls were developed. Study 1 revealed that the effects of a hand-written letter on delight and satisfaction were higher than those of a free gift; in addition, delight was more important than satisfaction for repurchase intention. Study 2 examined product quality that is the core function of online purchases by developing 4 scenarios that considered product quality and rewards. The result showed that high product quality caused delight and satisfaction while rewards did not. When product quality was considered, satisfaction influenced repurchase intention more than delight. The study implies that the core function of product quality is more important than rewards for customer delight, satisfaction, and repurchase in online shopping malls.

• Fashion & Textile Research Journal
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• v.24 no.4
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• pp.418-430
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• 2022

This study aims to analyze consumers' purchase decision-making process of buying avatar fashion items on the Metaverse platform. Drawing on the connection between the self-expression tendency of the MZ generation and that of avatars in the Metaverse, this study uses a qualitative research method to analyze how consumers express their self-image through the appearance of their avatars. Unlike previous studies on the clothing purchase decision-making process, this study shows that purchasing and consumption behavior involve the following six stages: recognizing desire, collecting information, evaluating alternatives, making purchases, evaluating the consumption, and post-purchase action-taking. In the first stage of the purchase decision-making process, consumers' desire arises with self-image expression and confirmation. In the second stage, consumers have a high tendency to shop in the best item category. In the alternative evaluation stage, consumers tend to seek items that match their highest standard while considering their personal preferences. In the fourth stage, when making actual purchases, unplanned purchase behavior often occurs along with an active practice of alternative evaluation. In the fifth stage, the evaluation of the consumption shows that consumers achieve satisfaction by applying a style to their avatars that they are unable to try in the real world. In the last stage, consumers often use their purchases to communicate their various styles with other online consumers. Therefore, we conclude that the online purchase decision-making process differs from the offline process as it is divided into six stages.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.6
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• pp.737-749
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• 2013

As more famous and luxurious fashion brands enter the online market, the changes in the online market include those in the composition of merchandise, price image, and consumer behavior. Focusing on these changes, this study examines the relation of consumer price attitude and impulse buying behavior towards internet apparel purchases. Data were obtained from 377 males and females in their 20s-40s who purchased apparel from an internet mall. Convenience sampling through the internet was performed. Collected data were analyzed by descriptive statistics, factor analysis, t-test, ANOVA, Duncan test, and regression analysis using SPSS for Windows 12.0. The results of this study are as follows. First, four dimensions of consumer price attitudes towards internet apparel purchases were found that included price-quality/prestige, sale, value for money, and low price orientation. Second, the influence of consumer price attitude on impulse buying is significant. As the price attitude of price-quality/prestige orientation and sale orientation increases, impulse buying orientation is stronger. Third, there are partially significant differences on the sub-dimensions of consumer price attitude and the influence of price attitude on impulse buying by gender and age. This study will be of help to internet companies by providing information in regards to a price attitude-based marketing strategy and an adequate response to customer impulse buying.

• Journal of the Korean Home Economics Association
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• v.47 no.10
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• pp.39-49
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• 2009

The purpose of this study was to investigate Chinese women’s clothing purchase behavior and satisfaction for clothing made in Korea. Data was collected from Chinese women who had made purchases of Koreanmanufactured clothing using the Chinese online shopping mall named ‘TaoBao’. In total, the responses of 439 questionnaires were tabulated and analyzed using the SPSS program 12.0. Results were as follows: 1) Shopping motivation was classified based on two factors: transformation motivation and information motivation. Most Chinese women who purchased clothing made in Korea did so because of information motivation. Results showed that the place of manufacturing origin(i..e Korea) did not negatively impact Korean clothing products at this online shopping mall. 2) Purchase satisfaction was influenced by three factors: quality satisfaction, wearing/management satisfaction, and design satisfaction. Most Chinese women were satisfied with clothing made in Korea in terms of the design factor. 3) There were correlations among Chinese women’s shopping motivation and purchase satisfaction for clothing made in Korea.

• The Research Journal of the Costume Culture
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• v.27 no.2
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• pp.98-108
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• 2019

With the expansion of various distribution channels in online and offline stores, TV, and mobile, consumers now have more information search and retail selection channels to choose from than ever before. Major retailers now use multi- and omni-channel strategies. This study focused on cross-channel consumption, which involves the use of different information search and purchase channels. Using cross-channel consumption, consumers can search for information online and then make purchases offline and vice versa. The purpose of this study was to examine the relationship between channel strategies and other consumer variables, and the study also assessed the effect of product type. To conduct this empirical study, the researchers developed a consumer questionnaire concerning three consumer channel strategies-on-on, cross, and off-off-and four product categories-clothing, cosmetics, books, and electronics. The results indicated that gender and marital status did not influence consumer channel strategies, but that age did have a significant influence. The analysis showed that consumers in their 40s preferred the cross channel strategy, perceiving it to be effective, satisfactory, and rewarding. Compared to other products, clothing products showed higher levels of cross channel strategies. Consumers indicated that they prefer searching for information online and then purchasing clothing offline. Overall, clothing products generated higher levels of channel satisfaction and channel switch intentions. Cross-channel clothing shoppers reported effective information retrieval times but longer delivery times.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.4
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• pp.638-656
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• 2022

This study aimed to identify characteristics of Generation MZ's consumer purchase decision journey to develop the new fashion CDJ model. The initial stage was affected by habit, online community, social media, aesthetics, circumstantial need, and proxy. In the search and consideration stage, mobile channels were used actively. In the active search and evaluation stage, online media, experiential data, and personal information were employed. In the purchase stage, zoomers took plenty of time in search and evaluation before spending, contrary to millennials who made their purchases more quickly. In the post-purchase experience stage, zoomers actively displayed follow-up behaviors depending on their satisfaction, such as retaining or deleting the app. While, millennials did not turn away from the store or brand, but followed up on their purchases even when they had an unsatisfactory experience. Based on the characteristics of CDJ, iterative cycle CDJ models were developed. Zoomers CDJ model was presented as a search loop that consists of the search and evaluation process, in which information accumulates, and a purchase loop in which the actual purchase occurs. The iterative cycle CDJ model was presented connected to the loyalty loop as the main section, which is accelerated in millennials' CDJ model.