• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.1
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• pp.133-143
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• 2002

The textile industry is petting increased effort to manufacture the value-added products that gives the differentiated characters at every level of fiber and fabric production. The color is an important element to be used strategically in order to push up the value-added design. The colors of apparel products have a close relationship with the skin colors of consumers and their preference colors. This study was carried out to cluster the skin colors of the Korean women into several similar skin colors and to analyze their preference colors by the classified groups. We measured the skin colors of 354 Korean women. With color spectrometer, JX-777, we measured 4 points of the body; cheek with removing cosmetics off, forehead, rear neck and arm on the interior part near elbow. All subjects had been shown with 40 color chips and answered the preference colors and preference colors of apparel. Data were analysed to classify skin colors using K-means Cluster Analysis and Duncan test, Frequency and Chi square test on the preference colors about the clustered 3 groups. In doing so, we used in SPSS Win 10 statistical package. Findings were as fellows: 1) The skin colors of the Korean women were clustered into YR, R, and Y skin colors. The majority of the subjects, 324 observations had YR skin colors and the subjects were classified into 3 kinds of skin color groups who had YR skin colors. 2) The average skin colors of total 324 subjects was 5.23YR 6.49/4.09 in Munsell Color System(MCS), 66.56 in L value, 10.53 in a value, and 20.67 in b value. 3) The average skin color of Type 1 was 7.98YR 6.24/4.14 in MCS, 64.10 in L value, 15.05 in a value, and 24.0 in b value. For Type 2 was 7.30 YR 6.56/3.28 in MCS, 67.24 in L value, 6.89 in a value, and 18.4 in b value, and Type 3 was 7.01 YR 7.20/4.38 in MCS, 73.53 in L value, L 16.04 in a value, and 24.87 in b value. 4) The average face color of total 324 subjects was 7.31YR 6.65/3.56 in MCS, 68.13 in L value, 9.53 in a value, and 20.18 in b value. 5) The average face color of Type 1 was 4.19 YR 6.92/5.05 in MCS, 70.78 in L value, 13.2 in a value, and 25.32 in b value. For Type 2 was 5.24YR 6.33/3.79 in MCS, 64.94 in L value, 9.84 in a value, and 19.08 in b value. Type 3 was 5.4YR 6.85/4.68 in MCS, 70.1 in L value, 11.73 in a value, and 23.92 in b value. 6) The difference of mean values between the clustered 3 skin color groups showed significantly different except the a value of neck and H value of cheeks and H value of foreheads. 7) All 3 groups showed that the most preference colors and the most preference colors of apparel was 5R 4/14. and their preference colors were much more than the preference colors of apparel.

• Management & Information Systems Review
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• v.30 no.4
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• pp.73-92
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• 2011

The purpose of this study was to investigate the differences of influence between luxury brand value and preferences according to consumers' regulatory focus. For data collection, research questionnaires were responded by females consumers living in Pusan and Ulsan. The collected data were analyzed according to the frequency-factor analysis using SPSS 14.0 for windows Package, the factor analysis using Varimax, reliability analysis, T-test, multi-regression analysis, and chow-test. The results were as follows: First, Based on an independent samples t-test, It was found that prevention-oriented respondents were significantly more qualify value and economic value than promotion-oriented respondents, promotion-oriented respondents were significantly more aesthetic value than prevention-oriented respondents. Second, concerning the worth of luxury brands that aesthetic value, qualify value, economic value, conspicuous value, and emotional value significantly affected the consumers' preference about luxury brand. On the other hand, only social value of the luxury brand did not have a significant effect on the consumers' preference about luxury brand. Second, the study was to investigate whether the luxury brand value has an effect on the brand preference depending on the consumer's regulatory focus. The results showed that there were different perceived values of luxury brand preference between the promotion-focused and the prevention-focused consumers. The promotion focus group had the effect on conspicuous value and emotional value, while the prevention focus group had the effect on quality value and economic value for luxury brand preference.

• Journal of Distribution Science
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• v.13 no.9
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• pp.59-70
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• 2015

Purpose - This study aims to suggest strategies for Korean enterprises advancing into the Vietnam bakery market by analyzing the effects of perceived values on brand preference and purchase intention among Korean and Vietnamese consumers. Research design, data, and methodology - The perceived value model designed includes functional (price, quality), emotional, and social values. The survey collected data from 500 consumers in Seoul (Korea) and HoChiMinh (Vietnam). The SPSS 18.0 package was used for analysis. Results - First, among Vietnamese consumers, perceived value had a positive (+) effect on global brand preference in the order of functional value of quality, social value, and the functional value of price. However, from an ethnocentric trend and brand image origin, emotional value had a negative effect on global brand preference. In contrast, among Korean consumers, perceived value had a positive (+) effect on global brand preference in the order of functional value of quality, the functional value of price, and the social value. However, emotional value had no effect on global brand preference. Second, for both Korean and Vietnamese consumers, perceived value had a significant positive effect on purchase intention. Third, unlike the Korean consumer, for the Vietnamese consumer, global brand preference had a significant effect on purchase intention. Conclusions - The study implies the following. First, the Vietnamese bakery market has a high proportion of middle-aged customers in their 40s (64%). In terms of monthly income, there was a large proportion (40%) of high-income earners (over $325). Therefore, bakery consumption can be seen as concentrated among middle-aged and high-income consumers. Based on this, bakery strategies should include efforts to increase purchase prices as well as ways to attract local consumers (large cities). Second, unlike Korean consumers, among Vietnamese consumers, the resistance to a global brand based on emotional value (the ethnocentric tendency and brand image origin) can be seen as relatively low. Thus, in the case of the Vietnam bakery market, to increase a global brand's preference, the company should develop a differentiated strategy so that Vietnamese consumers can recognize it better, focusing on product quality, good service quality, and price in the local environment and on social value for social development. Third, in the case of the Vietnamese customer, we found that social value exerts the greatest influence on purchase intention. Therefore, a brand that engenders an image of building the local Vietnamese community can achieve a higher social value and influence purchase intention. In addition, although Vietnamese consumers have ethnocentric tendencies in terms of products, we found that if it is a preferred global brand then there are intentions to purchase. Fourth, in the case of Vietnam, if the preference for global brands is formed, consumer awareness may be connected to purchase intention. Therefore, global brands operating in Vietnam should pay attention to how to improve consumer preferences for global brands in order to increase purchase intention.

• The Journal of Information Systems
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• v.31 no.3
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• pp.19-45
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• 2022

Purpose Since COVID-19, the demand for online class platforms has increased. However, those platforms have not been clearly defined, and related research is also limited. In the context of the knowledge marketplace (KMs), this study examined the effects of class information and trust in creators on class preferences from the perspective of consumption value theory. Design/methodology/approach By establishing a web crawler through Python, this study collected 1,174 class data in Korea's leading knowledge marketplace, Class 101, focusing on diverse class-related information and the number of Instagram followers for individual class creators. Based on class information, this research analyzed the effects of consumers' utilitarian value, social value, and hedonic value on class preference. In addition, this study examined whether consumers' trust in creators moderates the relationship between class information and class preference. Findings According to analysis results, it was found that the higher the consumers' consumption value for each class on KMs, the more positive their preference for the class. Also, it was confirmed that consumers' trust in creators moderates the relationship between class information and class preference.

• Journal of Fashion Business
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• v.22 no.5
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• pp.15-31
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• 2018

The purpose of this study was to classify male consumers and examine their clothing consumption values and the perceived importance of store attributes. Using Internet-based research service, survey data were collected from 651 male consumers aged between 20 and 40. The questionnaire included questions regarding respondents' preference of different store types, clothing consumption values, perceived importance of store attributes. According to the results, the respondents were categorized into 5 distinct groups based on their store type preferences: discount store preference group, multi-channel preference group, store indifferent group, brand store preference group, online store preference group. Multi-channel preference group was the largest among these groups. The five store type preference groups statistically varied in clothing consumption values, i.e., epistemic value, brand/conspicuous value, and economic value. The groups also differed in the importance they placed in the store attributes of: service and product quality, promotion, fashionability, salesperson and store environment, store atmosphere, convenience, and website image. The results of this study have direct implication for retail marketers of fashion companies who are targeting male consumers. Marketers can apply findings of this study in implementing retail strategies for different types of stores.

• Culinary science and hospitality research
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• v.8 no.3
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• pp.21-37
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• 2002

The purpose if this study is to analyze the psychological preference of Family Restaurants and their behavioral characteristic and its segmentation, positioning, new product development and marketing min. Result of analysis, index and type of MBTI psychological preference are related to Family Restaurant Choice attributes intimately. Specially, "Menu composition reflected restaurant image", and "Providing of corresponded value to price"were shows considerable difference according to psychological preference. And "Providing of the corresponded value to price"of Value, Price and Image Factor, indexes, types, including all the other aspects, shows the most considerable difference. Therefore, all market of Family Restaurant when inventing or designing a menu, they should consider restaurant′s concept and image to manage a menu, and keep in mind that all customer take "value"at up most importance.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.10
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• pp.939-947
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• 2020

The aim of this research was to empirical examine the influence of brand trust, perceived value on brand preference, and purchase intention for branded phones. The samples were gathered by a convenient sampling method. We collected data from 285 consumers who were visiting electronic supermarkets in Ho Chi Minh City, Vietnam. The measurement used a 5-point Likert scale ranging from 1=completely disagree, and 5=completely agree. PLS - Partial Least Squares method was performed to analyze the measurement model and the structural model. The study model was proposed from prior research. We had assessed the reliability of the scales through Cronbach's alpha and composite reliability. As well, we also had evaluated discriminant validity through the Fornell-Larcker criterion. The findings of the study demonstrated that brand trust had a significantly positive influence on brand preference. Likewise, the findings of the research also stated that brand trust had a positive impact on purchase intention. The results revealed that perceived value had a positive effect on brand preference. Furthermore, the outcomes show that perceived value had a positive influence on purchase intention as well. Furthermore, the findings of the research showed that brand preference had a positive effect on purchase intention.

• Journal of the Korean Home Economics Association
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• v.39 no.8
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• pp.107-120
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• 2001

The purpose of this study is to characterize the preference for fashion design according to fashion value of Net generation's. This study has 824 samples of individuals aged from 13 to 24. These sampling data are analyzed by frequency analysis, cross-tabs analysis, T-test, LSD-test, MANOVA and ANOVA utilizing SPSS WIN package. The results of this study are as follows; Net generation's is economic value higher than other fashion value and prefer for ring cuffs, mandarin sleeves, shirt collar, round neckline, tailored pants, blue color, check pattern according to economic value. It is proved that in case of shirt, people prefer ring cuffs, raglan sleeves, shirt collar, for jacket, prefer coat cuffs, mandarin sleeves, tailored collar, for jumper, they prefer single cuffs, set in sleeves, soutien collar and for T-shirt, prefer round neckline. For the design and length of pants, people prefer long tailored pants, color of blue and check designed one. It is proved that women haute a higher degree of preference for sleeve-design, neckline-design and color than men do.1318 teenagers have a higher preference for sleeve-design, neckline-design and color than semi-adult. Above university educational-course Net generation has a higher degree of preference for sleeve-design, neckline-design and color than high school educational-course Net generation does. A class of average monthly income of 2-3 million won has a higher degree of preference for neckline-design and color than other lasses do. And there is no difference at the preference for the fashion design when considered classes of average monthly expenditure on purchasing clothes.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.7
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• pp.1053-1064
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• 2010

This study investigates the Korean loungewear market and the traditional culture values of consumers related to loungewear to examine the preference of Korean traditional details, sewing techniques in loungewear design, and purchasing intentions. A survey method was used in this study. A total of 230 self-administered questionnaires were obtained from female consumers and 214 data sets were used for analysis. For the analysis, factor analysis, cluster analysis, and ANOVA were executed with PASW Statistics 18.0 and a structural equation model was estimated by Amos 18.0. The results are as follows. Traditional culture values were classified into two dimensions, traditional succession value and traditional design preference value. In the structure equation model, the traditional design preference value had a significant effect on the preference and the traditional culture succession value had significant effect on purchase intention. The results proved that the preference on loungewear with Korean traditional elements is closely related to purchase intention. Consumer groups were divided into three groups by traditional culture values factor; traditional culture succession group, traditional design preference group, and traditional culture indifference group. Style preference images showed significant differences in relation to traditional culture groups. This study is for use as fundamental knowledge on traditional loungewear brand development and strategy planning by offering specific traditional culture aspects associated with preference and purchase intentions.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.11
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• pp.1338-1349
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• 2003

The color of apparels has the close interdependency on the skin colors of the wearers. This study was carried out to group the skin colors of Korean males into several similar skin colors and to analyze their preference colors. The skin colors were measured quantitatively and classified into several clusters that has similar hue, value and chroma with Munsell color system that is internationally used to communicate the colors. Sample size was 420 Korean males. With color spectrometer, JX-777, 4 points of the body were measured. All subjects had been shown with 40 color chips and answered their preference colors. Data were analysed by K-means Cluster analysis, Duncan test, Frequency and Chi square test using SPSS WIN 10 statistical package. Findings were as follows: 1. The skin colors of Korean males were mixed with skin colors of YR, R, and Y. 2. 420 subjects who have YR color were clustered in 3 kinds of skin color groups. 3. The average face color of total subjects was 4.81YR 5.91/4.97 in Munsell color system, 60.74 in L value, 13.71 in a value, 24.54 in b value. 136 observations out of 420 subjects were composed of Type 1: 4.50YR 6.35/4.87 and 192 observations were composed of Type 2: 4.62YR 5.86/5.12 and 92 observations were composed of Type 3: 5.67YR 5.37/4.79. 4. The average skin color of total 420 subjects was 6.26YR 6.07/4.41 and 62.33 in L value, 10.64 in a value, 23.48 in b value. The average skin color of Type 1 was 6.27YR 6.44/4.27 and of Type 2 was 6.15YR 5.91/4.49 and of Type 3 was 6.49YR 5.84/4.43 respectively. 5. 3 groups showed that the most preference color of sport$.$casual was 2.5Y 8/16 and 7.5PB 4/16 and the most preference color to their skins was 7.5PB 4/16 and 7.5YR 7/16.