• 한국지역사회생활과학회지
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• 제19권3호
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• pp.411-418
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• 2008

The purposes of this study were to investigate the effect of perceived Korea image on the evaluation and purchase intention of Korean apparel products and examine the effect of perceived Korea image on preference of Korean image and Korean apparel brand among Chinese female consumers. As variables of perceived Korea image, marketing stimulus and popular culture elements were included. Data were obtained from 350 Chinese women in the 20s and 30s who were living in Shanghi, China. Data were analyzed by frequency analysis, ANOVA, multivariate regression using SPSS WIN 12.0. The results of this study were as follows. First, the preference of Korea image was significantly affected by marketing stimulus and popular culture (e.g. TV drama of Korea). However, only marketing elements significantly affected on the preference of Korean apparel brands. Second, purchase intention of Korean apparel products was influenced by marketing stimulus, the preference of Korean apparel brands and the evaluation of Korean apparel products. Popular culture element which was main element of Hanliu was not affected significantly to purchase intention of Korean apparel products. As source of Korean brand image for apparel product, Chinese female consumers used more Korean TV drama and entertainers. This study provides an insight into Korean fashion marketers for developing market strategies in China.

• 한국의류학회지
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• 제24권7호
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• pp.953-963
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• 2000

This study intended to analyse the factors of brand image and brand image positioning of domestic 20’s female apparel(formal wear) among the consumer groups segmented by benefits sought in apparel and to provide marketing strategy of brand image. The subject of this study were 605 working women in their 20’s living in seoul, and the model sampling was done by convenienced sampling method based on the subjects age and occupation. Survey based on references and former studies was used. and statistical methods such as frequency, percentage, mean, factor analysis, preference regression were applied. The results of this study were as follows. 1. The factor structures of brand image were classified into symbolism/aesthetics, and practicality. 2. Perception, ideal preference vector, and brand preference of brand image were proven to be significantly different among the four segmented consumer groups.

• 복식
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• 제32권
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• pp.201-211
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• 1997

In light of the problem of imported apparel that tends to increase rapidly this study was intended to inquire into the assessment of male and female college students about the brands of imported apparel relative to dom-estic apparel based on quality perception price pirceptionand social psychological perception. And it is concerned with making a compara-tive study of the difference in consumer's con-sciousness of clothing between subjects by dividing them into the group of preference for imported apparel the group of non-preference for it on the basis of their ratings. As a consequence the following study results were obtained. 1) As a result of comparing college students' ratings for quality perception price perception and social psychological perception of impor-ted apparel all three factors were shown to have the high average value in care of the group of preference for imported apparel and to have a significant difference between groups. 2) As a consequence of making a compara-tive study of the difference in the clothing at-titude between groups the group of prefer-ence for imported apparel showed the high av-erage value about brand preference and identi-fication clothing involvement and interper-sonal perception through clothing and to hjave a significant difference with the group of pref-erence for imported apparel in terms of the peripheral environment and the place of pur-chase. 3) As a result of making a comparison of the difference in demographic factors between groups it was analyzed that female clollege students especially college women in the departments of art and physical education had the higher preference for imported apparel. And it was shown that they had the higher preference for imported apparel the greater amount of pocket money they had. Broader and deeper studies are required to be made about imported apparel in a multifaceted way. Therefore follow-on studies will have to be actively conducted such as a study of con-sumer's evaluation about imported apparel and domestic apparel charged at th same range of prices and a study of the difference on con-sumer's consciousness of imported apparel found over age span of consumers.

• 한국의류학회지
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• 제24권1호
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• pp.3-14
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• 2000

The purpose of this study were 1) to segment 20's female apparel market using consumer's fashion image preference in formal wear, and 2) to identify the group differences in seasonal color (hue and tone) and color image (image associate with lightness and chroma) preference as well as in demographic variables. The subjects were 253 females in their late twenties living in Seoul, Korea. The data were collected using self-administred questionnaires and analyzed by factor analysis. Cluster analysis, $\chi$2 -test, one-way ANOVA, and Duncan test. The results of this study were as follows: 1) Four fashion image groups were identified through cluster analysis using consumer's fashion image preference: Elegant image group, Sexy image group, Lively image group, and Romantic image group. 2) There were significant differences among fashion image groups in hue preference for spring clothes, tone preferences for spring and fall clothes. Color images are associated with lightness for spring and summer, and are associated with chroma for spring, summer, and fall. Group differences in demographic variables were found in socio-economic status and average expenditure for formal jacket.

• 한국의류학회지
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• 제25권7호
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• pp.1293-1302
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• 2001

The purpose of this study was to investigate the characteristics of apparel purchase motivation in the sense of tonic activation. 746 female apparel consumers answered the questions about the apparel purchase motivation, apparel purchase behavior; frequency of apparel purchase and monthly clothing budget, and demographic variables. There were three factors in the apparel purchase motivation; preference of apparel shopping, priority of apparel purchase to other purchase to other products, interest in clothing. Apparel purchase motivation affected apparel purchase behavior especially in thee monthly clothing budget. Demographic variables such as age, income, education level, job status, and marital status affected apparel purchase motivation.

• 한국의상디자인학회지
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• 제13권1호
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• pp.125-134
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• 2011

The research is a survey and analysis of female apparel preferences, and recognition of the KS sizing system for adult female garments. The practical surveys in this research are examined by total number of subjects, 200 women who are living in Seoul, South Korea. The homogeneity test using Chi-square statistics, and the analysis of frequencies and ratios of contingency tables were performed with the data which are classified by age, education level, income level and housing modalities. The findings in this study are as follows: 1. Women's preferences for purchasing female garments indicate significant differences between subjects, such as age, education level, income level and housing modalities. Moreover, the following five types of adult female garments were analyzed in this study: upper garment, lower garment, one-piece apparel, sportswear and sleepwear. The results of the preference study show an indirect understanding of the KSK 0051 classification system for subjects of the survey. Therefore the preference study can be used as a pilot study for the sizing recognition survey. 2. Women's recognition of the KSK 0051 sizing system for adult female adult garments do not indicate significant differences based on the characteristics of age, education level, income level and housing modalities. The low recognition of the KS sizing system is due to too many details and complex numbers of application for users. Therefore, the sizing system should be simplified and rearranged to be more effective and have more recognizable categories.

• 한국의상디자인학회지
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• 제9권3호
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• pp.87-97
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• 2007

This study is to investigate the KS size recognition and mother's preference of female children's apparel. The practical research is performed for 150 mothers lived in Seoul and are randomly selected to their age, female children's number, education and income level. For statistical analysis and evaluation of survey data, frequency and percentage use contingency table. Findings in this study as follow: 1. Mother's preference for purchasing the girl's garments shows the significant differences of their subject characteristics such as age, girl's number, education and income level. 2. Mother's recognition about KSK 9403: 2004 sizing system for girl's garments does not show the significant differences of their subject properties. Most mothers only know the part of the KS size specifications because KS sizing systems are complex. So KS sizing systems must be simplified and respecified to understand the KS for mothers easily when purchasing their girl's garments. In summary this paper investigates mother's preference and recognition about KS sizing system for the girl's garments.

• 패션비즈니스
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• 제4권2호
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• pp.85-93
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• 2000

Today, China is drawing the attention of the entire world with rapid economic growth that commenced with the opening of its economy. The world recognizes the value of China as a massive market that will eventually lead the global economy in the future. This paper is devoted to basic research on Chinese apparel consumers and is intended to help apparel market developments in China. Its aim is to understand the distinct characteristics of China and to study general apparel designs and purchasing preferences necessary for the development of products that can meet the special needs of Chinese consumers. In addition it identified clothing behaviors to better understand the distinct characteristics of Chinese female college students preferences. The research showed that Chinese female college students preferred achromatic, dark blue, and red colors in decreasing order, and cotton and wool textiles. For style, they preferred designs that accentuated individuality. Also, comfort played an important role in purchasing. Behaviorally, they had strong interests in fashion but valued economic and pragmatic aspects when it came to purchasing, and were not much affected by the desire for identification. From research results, the paper concludes that there is a need for developing comfort-enhancing products for highly individual Chinese female college students, with designs uniquely preferred by them, and valueadded apparel products targeted for upper social levels.

• 한국의류학회지
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• 제16권2호
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• pp.155-168
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• 1992

The purposes of this study were: (1) to identify the image dimensions of apparel stores according to how the consumers rate the importance of store attributes; (2) to classify the apparel stores in Seoul, Korea according to consumers' perception of the image attributes of their preferred store; (3) to develop a positioning map of the apparel stores according to their salient image dimensions; and (4) to classify the female adults in Seoul according to the criteria of their preferred store and to describe the characteristics of target customers according to storetype. 'A questionnaire was developed to measure store patronage, perceived importance of the store image attributes, perception of the store image attributes for the respondent's most frequently patronized store, and demographic information. Data from 520 female adults living in Seoul were analyzed. The results were as follows; 1. The image dimensions of fashion stores were product quality, shopping convenience, location, promotion, atmosphere, product information, design characteristics and price. 2. The apparel stores in Seoul were classified into five groups by the perception of store image, which were labeled as national chain store, designer store, specialty store, wholesale store and independent store, according to their discriminant characteristics. 3. According to the positioning map, product quality and location convenience were identified as the most important apparel store type patronage criteria. 4. The female adult group divided by store preference indicated significant differences in the perceived importance of store attributes. Each group showed multi-store patronage.

• 복식문화연구
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• 제18권6호
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• pp.1127-1137
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• 2010

As directly imported apparel brands are actively entering the domestic market, studies of the marketing aspects of these imported apparel products and their overall consumption trend have been done. However, studies of whether are not the directly imported apparel products provide Korean consumers with an appropriate fit are not as common. Therefore, this study investigates the satisfaction with and problems associated with the fit along with the recognition of and preference for directly imported US apparel brands. 100 female college students who purchased directly imported US apparel brands participated in a survey. The results of this survey showed that their recognition of, preference for, possession rate of and satisfaction with the directly imported US apparel brands tend to be high. The major purchasing motivations were the excellent 'design' and 'color' of the products. The subjects reported that they were satisfied with the quality of 'materials' and 'sewing condition'. However, they were not satisfied with the 'comfort' or the 'size'. Their level of satisfaction with the fit of these products differed depending on the specific item. Their level of satisfaction with the fit of T-shirts and knits was high, whereas the level for pants was relatively low. They complained mostly about the sleeve length and garment length of upper-body garments and coats. They were not satisfied with how the pants fit. The areas of dissatisfaction regarding the pants were the waist girth, the crotch length and the pants length.