• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.5 s.153
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• pp.807-817
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• 2006

The purpose of this study was to investigate the buying behavior of sports apparel brand in relation to the involvement of specific professional football teams. A total of 256 adults in their 20s and 30s who residing in Seoul, Suwon, Inchon, and Daejeon completed questionnaires. Data were analyzed by using SPSS 11.0. Major statistical methods were frequency analysis, t-test and Chi square analysis. The results of this study were as follows; 1. The high involvement group of the specific professional football team showed a higher degree in the recognition, the preference, and the buying intention on sports apparel brands than the low involvement group did. Results showed statistically significant differences in responses to preferred items and store types between the low- and high involvement group. 2. With regard to the preference of sponsored apparel brands and the number of own items according to the preference of specific professional football teams, the group who preferred FC Seoul and Suwon Samsung Bluewings had a higher preference and own more items than the less preferred group did. 3. Male respondents were found to have a higher degree in the recognition, the preference and the buying intention than female respondents were. Also, there were differences in responses to a preferred store type between males and females.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.8 s.145
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• pp.1125-1135
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• 2005

The purpose of this study were to clarify differences in information processing type in relation to the consumer knowledge and involvement of apparel and to clarify differences in demographic characteristics in relation to the information processing type of consumer. The subjects of this study were female adults who lived in Seoul, Kyunggi or Incheon areas and Quota sampling using age and residential areas was employed. Major statistical methods were Chi square test and discriminant analysis. The results were as follows: 1. Consumer knowledge was found to be significantly related to the classification of information processing type. Low knowledge group tended to process infarmation rationally but high knowledge group utilized both rational and experiential process. 2. Consumer involvement was found to be significantly related to the classification of information processing type. Low involvement group tended to process information passively. High involvement group utilized both rational and experiential process 3. Information processing type was related to consumer's demographic characteristics such as age, education level, marriage, and purchase expense of apparel

• Journal of the Korean Society of Costume
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• v.58 no.4
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• pp.58-71
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• 2008

The demand for personalized products and service of apparel product has increased dramatically. In order to acquire a personalized apparel product, consumers may have to sacrifice more expense or time. The purpose of this study was to investigate various personalization strategies in apparel business and to identify antecedents that influence the process. Clothing involvement and two price related variables (clothing expense and willingness to pay more) were included in the study as antecedents. Four personalization strategies were included in the study: design selection, size customization, in-store service and promotion personalization. For an empirical study, a conceptual model was designed and research questionnaire was developed. A measure of personalization of apparel shopping was developed based on existing scale items of prior research and a pilot study. Data from 766 men and women in their twenties to forties were used for statistical analysis. Structural Equation Modeling was used for the data analysis. Results indicated that the conceptual model was a good fit to data. Structural paths indicated that there was significant influence of clothing involvement on design selection and sales promotion personalization strategies. Involved consumers spent more on chothing products and were likely to pay more on personalized products and services. Monthly clothing expense influenced size customization significantly. It also had negative influence on service related personalization strategies. Consumers were willing to pay more when it comes to product related personalization strategies such as design and size but not necessarily to service related strategies. This study was an attempt to provide an in-depth and synthesized approach on consumer attitudes toward personalization of apparel products.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.2 s.150
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• pp.233-244
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• 2006

The purpose of this study is to examine the effects of situational involvement on impulse buying of clothing products in cable TV home shopping. Data were obtained from 235 women aged between 20 and 50 living in Seoul metropolitan area who have bought apparel products on impulse through cable TV. The data were analyzed using factor analysis, cluster analysis, MANOVA, and Chi-square analysis. By factor analysis, two factors of situational involvement factors were identified: Emotional Involvement and Cognitive Involvement. Based on situational involvement, consumers were classified into four groups; High Involvement, Low Involvement, Cognitive Involvement, and Emotional Involvement groups. These groups showed different decision making styles. The situational involvement groups were also different in terms of demographic characteristics, purchase behaviors, types of impulse purchase products, and responses to marketing stimuli. The findings of this study provide useful information for retails of Cable TV home shopping. Retailers may need to make useful marketing efforts for each types of situational involvement.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.1 s.160
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• pp.131-140
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• 2007

The purpose of this study was to clarify differences in consumer's advertising attitude related to type of mobile fashion advertising and level of apparel and advertising involvement groups. This study surveyed consumers who have an experience of receiving mobile fashion advertising. The subjects of this study were men and women aged 10-20 years of age, living in the metropolitan area and judgments sampling was employed. The data were obtained from 480 questionnaires. The measurement instruments were modified and made up by researcher on the basis of previous studies in the same field. Data were statistically analyzed using SPSS 11. Major statistical methods were Cronbach's ${\alpha}$, t-test, regression analysis, and descriptive statistics. The results were as follows: First, differences in effectiveness of fashion ads in both images ad and text messages ad were shown in this study. Respondents preferred images ad to left messages ad only. Also purchase intentions were more preferred by images ad. Second, the differences of consumer's advertising attitude were shown according to level of apparel and advertising involvement groups. The high apparel and ad involvement group was more likely to have a preferable attitude to the ads than the low apparel and ad involvement group. Third, consumer's purchase intentions were influenced by consumer's advertising attitude on two type's ad. The conclusion is that images ad will have great potential for fashion ads by mobile phones in the future. Also consumer attitude between other mobile advertising types must be studied in order to gain further insight into fashion advertising by mobile phone.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.6
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• pp.799-811
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• 2015

This study examined factors that influenced susceptibility to dyadic influences between opposite-gender couples on making apparel purchase decisions. This study focused on main effects of couple identity, product knowledge, clothing involvement and gender, and the interaction effects of gender with other factors for normative and informational influences. A survey was conducted on 155 males and 166 females currently married or in a relationship between the ages of 20 and 50 living in South Korea. For normative influence, the main effects of joint couple identity and clothing involvement (fashion interest, symbolism, and pleasure), and the interaction between gender and clothing involvement (fashion interest) were significant. The interaction between gender and other variables were insignificant. For informational influence, the main effects of partner's product knowledge, pleasure, and gender as well as the interaction effects between fashion interest and gender, and between pleasure and gender were significant. Marketers may find implications from the study results on how couples influence each other in making apparel purchase decisions.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.12
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• pp.1862-1872
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• 2009

This study identifies the apparel shopping value segments of Korean and Chinese college students to examine the differences in the importance of apparel store attributes. Data from 504 questionnaires filled out by college students from Seoul and Beijing were used for statistical analysis. The four segments of apparel shopping values are, hedonic shopping segment, low involvement shopping segment, high involvement shopping segment, and utilitarian shopping segment. In the high involvement shopping segment, Korean respondents considered store atmosphere, convenience, and the services of salespersons to be more important than the other segments. Chinese respondents in both the hedonic shopping segment and high involvement shopping segment considered store atmosphere more important than the other segments. Korean respondents considered store service more important than the Chinese respondents in the hedonic shopping segment, but Chinese respondents were more likely to consider store convenience to be more important than Korean respondents. In the low involvement shopping segment, Korean respondents considered store atmosphere, store services, and the selection of goods more important than Chinese respondents did. In the high involvement shopping segment, Korean respondents considered the services of salespersons to be more important than the Chinese respondents but the Chinese respondents evaluated store convenience as more important than Korean respondents. In the utilitarian shopping segment, Korean respondents were more likely to consider store service, the selection of goods, and services of salespersons more important than Chinese respondents did.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.3_4 s.141
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• pp.576-584
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• 2005

The purpose of this research was to consequences of the sale effect derived from similar type of personality between the customer and the apparel salesperson. For the purpose of the verifications, random survey is made to 225 people over 20 years in age among the residence in the district of Seoul and using SPSS program, the reliability, frequency and crosstabs. The results of this study as follows: 1) In the fashion apparels of higher level of involvement, lower assertiveness but carefulness and analytic attitude of the salesperson is preferred rather than the customer's personality. 2) Difference are shown of the consequence of the sale effect by the corresponding type of the personality, depending on the degree of the involvement. 3) As for the level of the influence of the sale effect by the concordance of personality type depending on profession, student group are more conscious rather than the professional group in the aspect of concordance of personality type with salesperson.

• The International Journal of Costume Culture
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• v.4 no.3
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• pp.203-216
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• 2001

Subjects were 405 female college students and 505 was utilized for structural equation modeling. As results, hedonic shopping value had positive effects on impulse purohasing, variety seeking, and purchasing involvement. In contrast, interestingly, impulse purchasing did not show any significant effect on brand loyalty and purchasing involvement had rather a positive effect on brand loyalty. There was a Positive effect of hedonic shopping value on brand loyalty. This result indicates that people who get more involved in and enjoy clothing shopping are likely more brand loyal than others. This seems to come from the intrinsic characteristics of shopping. People who enjoy clothing shopping likely have high level of fashion or style concern, and this might lead higher levels of purchasing involvement and brand loyalty. Due to the symbolic characteristics of clothing, the brand loyalty of clothing seems to be more symbolic and emotive rather than utilitarian and cognitive.

• The Research Journal of the Costume Culture
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• v.14 no.3 s.62
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• pp.418-433
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• 2006

The purpose of present study was to examine the differences in effectiveness of internet apparel advertising using avatars as determined by the avatar involvement. After conducting a pilot test for 35 high school students, final data were collected through a self-administered questionnaire survey from 324 high school students living in Seoul area from July 18 to July 19, 2003; 317 were used for data analysis. Data were analyzed by chi-square analysis, t-test, cluster analysis, descriptive statistics, ANOVA and Duncan's multiple range test. As a result, the subjects were divided into 3 groups based on the level of avatar involvement: high, middle and low involvement groups. There were significant differences in avatar advertising effects among the groups divided by avatar involvement. Those who indicated the higher levels of avatar involvement were more likely to be positive in the cognitive responses, emotional responses, advertising attitude, brand attitude, the stimulus degree of connection, and the recall rates of the brand name. Also, Vector imaging ads were found to be more effective in the brand name recall rates.