• The Research Journal of the Costume Culture
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• v.19 no.6
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• pp.1320-1333
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• 2011

The purpose of this study is to investigate high school students' buying attitudes toward school uniform brands according to clothing conformity orientation. For this research, a survey was carried out to 418 boy and girl students in Seoul and Gyeonggi areas. The data analysis of this study was verified by descriptive analysis, factor analysis, reliability tests, cluster analysis, one-way ANOVA with Duncan-test, and ${\chi}^2$-test. The results are as follows. First, high school students preferred and had strong intentions to buy school uniforms of famous leading brands although they were not satisfied with famous brands. Especially, respondents tended to have favorable attitudes toward sophisticated and luxurious designs of famous school uniform brands. Second, respondents who had a conformity to parents tended to follow parents' opinions by purchasing famous brand uniforms. The conformity group of mass media preferred famous brands, and acquired the information about uniforms from various mass media such as television or magazines. A peer conformity group also preferred leading brands. Based on results of this study, curriculum of home education department should consist of contents for inducing rational consumption of uniforms by considering students' inclination of conformity. In terms of marketing perspectives, school uniforms firms need to reinforce strategies to improve products' quality and value for money.

• The Journal of the Korea Contents Association
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• v.14 no.8
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• pp.110-121
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• 2014

As the Korean market is becoming increasingly diverse, it is imperative that marketers targeting the Korean market understand the consumers with various racial and cultural backgrounds. The current study investigated the effects of the endorser race (White vs. Black) on the attitudes toward the ad and brand while varying the experimental context (private vs. public) and product type (high involvement-rational vs. low involvement-emotional) with White participants. Impression management was included as a covariate. The results showed that when the endorser was White and the product was an automobile, participants indicated more positive attitudes toward the ad in the private context than in the public context. When the endorser was Black, the context had no significant effects on the attitudes. The implications of these findings for the Korean market are discussed.

• Asia Marketing Journal
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• v.15 no.1
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• pp.129-154
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• 2013

Product-harm crises, which are connected to defective or dangerous products, are perceived as the most common threats to a company. Product harm crises can distort long standing favorable equality perceptions, tarnish a company's reputation, cause major revenue and market-share losses, lead to costly product recalls, and devastate a carefully nurtured brand equity. However, in spite of the devastating impact of product-harm crises, little systematic research exists to asses its marketing consequences. So, the purpose of this study is to investigate how Koreans react to the crisis response in the aftermath of different crises(competence violation vs. integrity violation) and inspire additional research in crisis communication. This study has three main findings which run counter to the assumptions of Kim et al.(2007). Namely, the current study expands on the research of Kim et al. (2004, 2007) by examining how companies repair customers' trust and corporate attitude after crises. Different from previous studies, this study assumes that apology for an integrity-based crisis is the most appropriate way to repair consumer trust and corporate attitude. As for competence-based crisis, similarly, apology for competence-based crisis can be more successful repairing consumer trust and corporate attitude. Concerning silence strategy, remaining silent dose not admit or deny guilt right away, but instead of asking the perceiver to withhold judgment, suggesting that, silence could be expected to be superior to apology but inferior to denial. Finally, apology for competence violation will be expected to bemore effective than apology for integrity violation. Research conceptual model was as follows: According to the results, apology is found to be the most effective strategy to repair corporate attitude no matter the crisis is perceived as a violation of competence or integrity. Second, company may consider keeping silent as a desirable response because they does not admit nor deny responsibility but ask the public to withhold judgment. However, the result of this study shows that, in the overall crisis situations, silence strategy did not differ significantly from the denial strategy, which suggested that the public wants explanation instead of uncertainty. Third, there was the interaction effect between crisis type and crisis response strategies. In this study, apology is more effective for the competence violated situation in terms of regaining consumer trust and repairing their attitude toward company, while the apology's effectiveness is lower for the integrity-violated situation. More specifically, when the crisis is perceived due to company's lack of ability(competence violation), consumer's trust belief and attitude toward the company is more easily to repair when the company issued a sincere apology. Damaged product is perceived less intentional so participants are more likely to give the company second chance when they apology to the public. By contrast, exaggerated advertisement(integrity violation) is perceived intentionally and thus makes participants angrier toward the accused company. Although apology is perceived as the most effective strategy, when issuing apology, it also means the company admitted their intention. Therefore, in this kind of crisis situation, trust repair needs not only a sincere apology but additional efforts.

• Human Ecology Research
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• v.51 no.5
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• pp.513-526
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• 2013

In an effort to protect consumers' rights to information and to promote their freedom of choice, the South Korean government has been enforcing a policy called the cosmetics full ingredients list system since 2008, which requires cosmetics manufacturers to list all of the ingredients used in their products. This policy aims to assist consumers in identifying the causes of possible side effects of cosmetic products. This study uses consumers' demographic information addition to their cosmetics purchase and usage characteristics to learn about consumers' attitudes and utilization intentions and the influence of information from the cosmetics full ingredients list. This study was conducted through a questionnaire based survey administered to women above the age of 20 years across South Korea who use cosmetic products. The questionnaire was distributed to 300 members on the panel of M Brain, an online research institute. The findings of this study are as follows: (1) The level of knowledge on cosmetics' ingredients positively affected the consumers' attitude and utilization intention of information on the cosmetics full ingredients list. (2) The higher the utilization intention for information, the more often consumers checked the packaging of goods. This implies that habitual behavior, such as checking information, leads to increasing intention to utilize of new information. (3) The brand, as a decision-making factor, negatively affected consumers' attitudes regarding information.

• The Research Journal of the Costume Culture
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• v.15 no.1 s.66
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• pp.13-24
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• 2007

This study measured the communication effect on the setting types and the exposure times to perform the effective PPL strategies. By the setting types(on-set and creative) and exposure times(short and long), 308 female older than 20 were divided into 4 experimental groups. Each groups were exposed to the edited movies and required to answer the questionaire. The data were analysed by SPSS 12.0 using Chi-Square, One-Way ANOVA and Duncan test. The results are as follows. First, in cognitive dimension, the on-set type and long exposure group showed the higher recognition and recall. Second, in emotional dimension, the signigicant difference was found in one brand(Kappa) of two which were used in the experiment. In this case, the on-set type and long exposure group showed the positive attitude toward the brand. Third, in behavioral dimension, there were no difference among the groups. The implications based on this results are as follows. First, when implementing of PPL the fashion brands in movies, the on-set type and long exposure would be the most effective method. Second, implementing IMC(Integrated Marketing Communication) linked to the PPL strategy can be more effective. In contrast to the other product categories, it is hard to recognize the brand of fashion goods if the logo or the brand name is not exposed directly. Therefore Combining other communication strategies such as press release simultaneously will birng the more effective result of PPL in the movie.

• Journal of Fashion Business
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• v.23 no.5
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• pp.67-80
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• 2019

This study analyzed the factors determining fashion lifestyle of Uzbek students in Korea and their clothing purchasing behavior and attitudes towards Hallyu, the Korean image, satisfaction, preferences and purchasing intentions for Korean fashion according to fashion lifestyle. The data collected from 260 Uzbekistan students in Korea were subjected to factor analysis, cluster analysis, ANOVA, Duncan test, and ${\chi}^2$-test using SPSS 25.0. The results were as follows: 1) Fashion lifestyle was analyzed based on brand orientation, tradition, fashion, and personality. The fashion lifestyle group was classified as follows: brand, fashion/personality, traditional, and fashion passive. 2) The evaluation criteria for fashion products, information sources, and store selection criteria were varied among the four groups of fashion lifestyle. 3) The attitude toward Hallyu and Korean image, the satisfaction, preference, and purchasing intention of KFP varied significantly between the fashion lifestyle groups. 4) The demographics of fashion lifestyle groups showed significant differences in sex and residential status. These results can be used as a basis for fashion companies targeting markets for Uzbek people in their 20s.

• The Journal of the Korea Contents Association
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• v.20 no.7
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• pp.30-46
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• 2020

New media is rapidly changing with the recent development of the technology of transmitting, producing, editing, and sharing video information. This study investigates the effects of one person media broadcasting use motivation and social viewing on consumer attitudes toward brand, brand engagement, and purchase intention. It was fond that motives such as differentiation, social interaction with other viewers, mutual interaction with BJ, information-seeking, and new fun-seeking positively affected brand attitudes. Also, the same motives except fun-seeking positively affected brand engagement. Only mutual interaction with BJ and information-seeking were found to be positively related to purchase intention. Meanwhile, para-social relationships, social presence, and subjective norm positively influenced on brand attitudes and purchase intention each. Also, para-social relationships and social presence were positively related to brand engagement. Theoretical and practical implications, and suggestions for future studies are discussed in detail.

• Journal of the Korean Society of Costume
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• v.40
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• pp.109-119
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• 1998

In order to identify the factors responsible for the recent drastic increase of imported apparel in Korea, an attempt was made to determine the variables influencing the purchasing behavior of imported and domestic apparel and forecast the purchasing intention with the use of Fishbein & Ajzen's behavioral intention model including both attitude and subjective norm. Based on literature review, the empirical study was conducted using the questionnaire for 900 college women and high school girls living in Seoul. Descriptive statistics, t-test, paired-t test, multiple regression analysis, and correlation analysis were made of 771 returned questionnaires using SAS program. The results were as follows : First, the results of assessing both their attitudes toward imported and domestic apparel and their subjective norms were shown to be different. Second, there was a difference in the attributes that had an effect on their attention to buy imported and domestic apparel. Third, those respondents having a preference for imported apparel were most highly influenced by color and price. While those respondents showing a preference for domestic apparel were most highly influenced by materials and comfortableness. Fourth, the validity of the prediction value of their buying intention was confirmed as it was shown to be more than coreelation coefficien r=0.65. In conclusion, 1) it was proved that both attitude and subjective norm were the important variables that could predict the consumer's purchasing intention, 2) since competitiveness in color and materials and brand influencing the consumer's purchase of and preference for domestic apparel relatively lagged behind in comparison with that of imported apparel, the domestic apparel business enterprise will have to make a greater effort to develop differentiated color, material and prestigious brand so as to enhance competitiveness with imported apparel.

• Journal of the Korean Society of Costume
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• v.62 no.1
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• pp.104-119
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• 2012

Fashion cultural products represents cultural trend, and they are produced a lot in Korea to express the Korean culture and style. They are also tools that embody images of Korea. This study mainly focuses on the Korean traditional-patterned ornaments as fashion cultural products. Therefore, this study aims at developing a framework of consumers' attitudes and consumption behaviors about Korean traditional-patterned ornaments, examining how the characteristics are changed according to shopping orientation. For this purpose, a quantitative survey was carried out using 455 questionnaires from women in their 20s and over. The data were analyzed using frequency analysis, factor analysis, t-test, ANOVA, cluster analysis, and $x^2$-test. Findings of this study were as follows. First, half of the respondents were found to possess Korean traditional-patterned ornaments. However, consumers had positive attitudes and tend to purchase them for their own use rather than gifts, demonstrating that the potential for the market is large enough. Second, in accordance with their shopping orientation, consumers were sub-divided into four groups: trend/brand oriented, practicality/pleasure oriented, convenience oriented, and passive shoppers. The trend/brand oriented group showed highest levels of preference regarding purchase intentions of Korean traditional-patterned ornaments. This group also showed the strongest purchasing power on fashion items among the four groups. Third, this study presented animal, plant, geometric and abstract patterns to the respondents to examine their attitudes. It was found that consumers prefered plant-patterned ornaments rather than the others, demonstrating that they have stronger preference and purchase intention toward ornaments with more natural images.

• Journal of Global Scholars of Marketing Science
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• v.18 no.1
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• pp.33-58
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• 2008

Previous research has presupposed that the evaluation of consumer who received any recovery after experiencing product failure should be better than the evaluation of consumer who did not receive any recovery. The major purposes of this article are to examine impacts of product defect failures rather than service failures, and to explore effects of recovery on postrecovery product attitudes. First, this article deals with the occurrence of severe and unsevere failure and corresponding service recovery toward tangible products rather than intangible services. Contrary to intangible services, purchase and usage are separable for tangible products. This difference makes it clear that executing an recovery strategy toward tangible products is not plausible right after consumers find out product failures. The consumers may think about backgrounds and causes for the unpleasant events during the time gap between product failure and recovery. The deliberation may dilutes positive effects of recovery efforts. The recovery strategies which are provided to consumers experiencing product failures can be classified into three types. A recovery strategy can be implemented to provide consumers with a new product replacing the old defective product, a complimentary product for free, a discount at the time of the failure incident, or a coupon that can be used on the next visit. This strategy is defined as "a rewarding effort." Meanwhile a product failure may arise in exchange for its benefit. Then the product provider can suggest a detail explanation that the defect is hard to escape since it relates highly to the specific advantage to the product. The strategy may be called as "a strengthening effort." Another possible strategy is to recover negative attitude toward own brand by giving prominence to the disadvantages of a competing brand rather than the advantages of its own brand. The strategy is reflected as "a weakening effort." This paper emphasizes that, in order to confirm its effectiveness, a recovery strategy should be compared to being nothing done in response to the product failure. So the three types of recovery efforts is discussed in comparison to the situation involving no recovery effort. The strengthening strategy is to claim high relatedness of the product failure with another advantage, and expects the two-sidedness to ease consumers' complaints. The weakening strategy is to emphasize non-aversiveness of product failure, even if consumers choose another competitive brand. The two strategies can be effective in restoring to the original state, by providing plausible motives to accept the condition of product failure or by informing consumers of non-responsibility in the failure case. However the two may be less effective strategies than the rewarding strategy, since it tries to take care of the rehabilitation needs of consumers. Especially, the relative effect between the strengthening effort and the weakening effort may differ in terms of the severity of the product failure. A consumer who realizes a highly severe failure is likely to attach importance to the property which caused the failure. This implies that the strengthening effort would be less effective under the condition of high product severity. Meanwhile, the failing property is not diagnostic information in the condition of low failure severity. Consumers would not pay attention to non-diagnostic information, and with which they are not likely to change their attitudes. This implies that the strengthening effort would be more effective under the condition of low product severity. A 2 (product failure severity: high or low) X 4 (recovery strategies: rewarding, strengthening, weakening, or doing nothing) between-subjects design was employed. The particular levels of product failure severity and the types of recovery strategies were determined after a series of expert interviews. The dependent variable was product attitude after the recovery effort was provided. Subjects were 284 consumers who had an experience of cosmetics. Subjects were first given a product failure scenario and were asked to rate the comprehensibility of the failure scenario, the probability of raising complaints against the failure, and the subjective severity of the failure. After a recovery scenario was presented, its comprehensibility and overall evaluation were measured. The subjects assigned to the condition of no recovery effort were exposed to a short news article on the cosmetic industry. Next, subjects answered filler questions: 42 items of the need for cognitive closure and 16 items of need-to-evaluate. In the succeeding page a subject's product attitude was measured on an five-item, six-point scale, and a subject's repurchase intention on an three-item, six-point scale. After demographic variables of age and sex were asked, ten items of the subject's objective knowledge was checked. The results showed that the subjects formed more favorable evaluations after receiving rewarding efforts than after receiving either strengthening or weakening efforts. This is consistent with Hoffman, Kelley, and Rotalsky (1995) in that a tangible service recovery could be more effective that intangible efforts. Strengthening and weakening efforts also were effective compared to no recovery effort. So we found that generally any recovery increased products attitudes. The results hint us that a recovery strategy such as strengthening or weakening efforts, although it does not contain a specific reward, may have an effect on consumers experiencing severe unsatisfaction and strong complaint. Meanwhile, strengthening and weakening efforts were not expected to increase product attitudes under the condition of low severity of product failure. We can conclude that only a physical recovery effort may be recognized favorably as a firm's willingness to recover its fault by consumers experiencing low involvements. Results of the present experiment are explained in terms of the attribution theory. This article has a limitation that it utilized fictitious scenarios. Future research deserves to test a realistic effect of recovery for actual consumers. Recovery involves a direct, firsthand experience of ex-users. Recovery does not apply to non-users. The experience of receiving recovery efforts can be relatively more salient and accessible for the ex-users than for non-users. A recovery effort might be more likely to improve product attitude for the ex-users than for non-users. Also the present experiment did not include consumers who did not have an experience of the products and who did not perceive the occurrence of product failure. For the non-users and the ignorant consumers, the recovery efforts might lead to decreased product attitude and purchase intention. This is because the recovery trials may give an opportunity for them to notice the product failure.