• 복식문화연구
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• 제17권5호
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• pp.878-885
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• 2009

Y세대는 시장연구에 있어서 많은 흥미를 갖는 세대이다. 이 세대는 1981년에서 1995년에 태어난 사람들로 미국의 역사상 가장 큰 소비자 집단을 이루고 있다. 본 연구의 목적은 미국에 있어서 Y세대들이 청바지를 구입할 때 고려하는 결정 요인들과 맞음새 문제에 대한 그들의 관심을 잘 이해하는 것이며, 연구 결과를 통해 미국 의류업체들이 소비자들의 요구를 잘 반영할 수 있도록 기초자료를 제공하려는 것이다. 본 연구 결과, 미국의 Y세대들은 인터넷이나 미디어에 영향을 받기 보다는 또래집단이나 자신들의 직감능력에 더 의존하는 것으로 나타났다. 쇼핑 방법에 있어서는 리테일 스토아를 백화점이나 디스카운트 스토아보다 더 선호하였다. 또한, 청바지 구매시 맞음새를 브랜드나 색상보다 더 중요한 결정 요소로 생각했으며 87%가 그런 생각을 갖고 있었다. 맞음새 문제에 있어서 대부분 젊은층인데도 불구하고 바지 길이, 엉덩이앞뒤길이, 허리둘레에 문제가 있다고 하였다. 이 맞음새 문제는 가격대와 사이즈와도 관련이 있는 것으로 나타났으므로 의류 생산 업체들이 다양한 신체 형태와 대상 소비자들의 이해에 관심을 갖을 필요가 있는 것으로 사료된다.

• 한국의류학회지
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• 제41권1호
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• pp.170-183
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• 2017

The rapid growth of digital consumption has significantly changed the shopping behavior of consumers. The consumption paradigm is changing; subsequently, an omni-channel has been introduced that empowers consumers to interact with firms through a myriad of touch points in multiple channels. This study is to understand the perceptions and behavioral characteristics of consumers in the purchase process (e.g., information search and purchase phase). A qualitative method was adopted for this study and data were collected through semi-structured in-depth interviews with 15 omni-channel consumers. The results of this study were as follows. At the information search stage, consistency was the most important consideration for consumers who also wanted to retain channel-specific benefits. Consumers also searched for differentiated information among distribution channels. At the purchase stage, participants choose a shopping channel according to shopping values. They utilized newly introduced services (e.g., "online purchase, offline pick-up", FinTech) that combine retail channels. Our findings provide significance in managing omni-channel services. First, it is recommended that fashion retailers provide seamlessly integrated experience to consumer and adopt a consumer-centered channel choice strategy. Second, fashion retailers must maintain a constant attitude toward shopping experience to fashion, such as shopping enjoyment and exclusiveness.

• 한국의류학회지
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• 제33권2호
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• pp.244-255
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• 2009

The purpose of this study was 1) to inquire into characteristics of apparel manufacturers and distributors in China, 2) to classify private Guanxi and organizational relationship type, 3) to find differences in private Guanxi to enterprise type and the class of participations' position, and 4) to also find effects of private Guanxi on organizational relationship. Apparel manufacturers and distributors in China participated in the study. Random sampling method was used to collect the data. Data from 173 questionnaires were used for the statistical analysis. Descriptive analysis, factor analysis, Cronbach's alpha coefficient, t-test, and regression analysis were conducted. Two factors of private Guanxi were classified(i.e., affective Guanxi, instrumental Guanxi). Three factors of organizational relationship type were identified(i.e., opportunistic relationship, cooperative relationship, vertical relationship). The results indicated that distributors regarded affective Guanxi as important more than manufactures and employees regarded affective Guanxi and instrumental Guanxi as important more than presidents. Distributors regarded cooperative relationship as important more than manufactures. Employees regarded organizational relationship as important more than presidents. Affective Guanxi positively affected on cooperative relationship and vertical relationship but negatively affected on opportunistic relationship. Instrumental Guanxi positively affected on opportunistic relationship and vertical relationship. The result of this study may give valuable information to retail merchandisers and strategists who participated in fashion business in China.

• 한국의류학회지
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• 제35권2호
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• pp.192-205
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• 2011

This study analyzed the registration of patent and utility models by fashion firms in Korea. A total of 2,291 registration cases of IPC A41B-H from the period of 1996 to 2009 were collected by KIPRIS of the Korean Intellectual Property Organization (KIPO). All cases were analyzed by year to review the longitudinal trend and 481 cases of IPC A41B (shirts, underwear, baby linen, and handkerchiefs) and 1088 cases of IPC A41D (outerwear, protective garments, and accessories) were analyzed by content (provided benefit type and developing method), by detailed product items and the characteristics of the applicant. The results of this study were as follows: 1) Registration of IPC 41 increased steeply by the year (especially since 2006) and the patent registrations increased more than those in the utility model. 2) Analyzing the application content of A41B on the basis of benefit showed that 75% were to provide new functions and the rest were for health. In terms of the developing method, 83% of benefit provided by the application were by design development, 11.2% were by material, and the rest was by process, In the cases of IPC A41D, 23.6% were for safety and protection. In terms of the developing method, the process and material development were more frequently adopted than in the cases of A41B. 3) The major product types of A41B were socks, underwear, and infant wear, whereas gloves and parts of clothing were major items in A41D. 4) In terms of the characteristics of the applicant, registration by firms was greater for patents than for utility models and registration by foreigners increased in 2006 due to the complete opening of the retail market. 5) Fifteen universities registered for a total 57 cases and major applications were for IT related clothing or high-tech protective items.

• 한국조리학회지
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• 제21권5호
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• pp.14-24
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• 2015

패스트푸드 레스토랑은 급속도록 성장하고는 산업들 중에 하나이다. 이렇게 급성장하고 있는 분야임에도 불구하고, 패스트푸드 레스토랑에 대한 고객들의 브랜드에 관한 평가, 만족도, 그리고 이에 따른 행동 의도에 관한 연구는 소수에 불과했다. 그래서 본 연구는 패스트푸드 레스토랑에서 브랜드 가치를 형성하는 어떤 요인이 고객 만족도에 영향을 미치고, 그 고객만족도가 어떻게 고객의 행동의도에 영향을 미치는지를 조사 연구하였다. 이 연구는 부산에 있는 대학생 528명을 대상으로 자기기입식 설문 조사법을 통해 자료를 수집하였다. 통계분석에 적절하지 않는 35명의 데이터를 제외한 후, 493명의 자료를 최종분석에 사용하였다. 이 연구가 시사하는 바는 다음과 같다. 다중 회귀분석의 결과, 음식의 질(Food quality), 브랜드 이미지(Brand image), 브랜드 인식(Brand awareness), 브랜드 연관성(Brand association)들은 고객 만족에 중요한 요인이 된다. 또한 단순 회귀분석을 통해 고객 만족은 행동 의도에 긍정적인 영향을 미친다는 알아내었다. 그러므로 이 연구는 고객들의 행동 의도와 그들의 만족도를 증가시키기 위하여 노력하는 패스트푸드 매니저들에게 특별한 방법들과 가치 있는 정보를 제공할 수 있다.