• Journal of the Korean Society of Costume
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• v.63 no.6
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• pp.127-139
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• 2013

This research is designed to provide basic data to study the life and culture of multicultural families in Korea by taking a look at the clothing behaviors and attitudes toward traditional dresses. To this end, quantitative research was conducted on Korea-Vietnam multicultural families and Korean families. The surveys of the Korean families were completed by 250 married women in Seoul, and those of Korea-Vietnam multicultural families by 104 married Vietnamese women living in Seoul, Gyeonggi-do and Incheon. The data were analyzed using frequency analysis, factor analysis, t-test, crosstabs and ${\chi}^2$-test. The findings are as follows: First, the comparison of clothing behaviors of the Korean families and the Korea-Vietnam multicultural families found that they had statistically significant differences in values towards clothes, clothes shopping orientation and clothes purchasing behaviors. The Korean women were more involved in clothes and fashion-oriented than their Vietnamese counterparts. However, the Vietnamese women in their 20s were likely to rely more on social trends than their own needs when purchasing clothes compared to their Korean counterparts. Korean families preferred to shop in department stores, while the multicultural families relied more on discount stores and outlets. Second, the comparison of the Korean families and the Korea-Vietnam families in attitudes toward their own traditional dresses and how often to wear them showed statistically meaningful differences. The Korean group had more negative attitudes toward Hanbok, the Korean traditional dresses than the Vietnamese group. The Vietnamese women showed more interest in information on Hanbok than their Korean counterparts. They also were wearing the Korean traditional dresses more often than the Korean families. In addition, the Vietnamese women showed a stronger tendency than the Korean women that they took pride in their country's traditional dresses and believed that they were beautiful.

• The Research Journal of the Costume Culture
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• v.20 no.5
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• pp.736-752
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• 2012

The purpose of this study was to identify the effectiveness of fashion banner advertising according to university students' attitudes toward internet advertisement(IA). Factors of IA were information, entertainment, negative, benefit, and topicality. A self-administered questionnaire was used for data collection. Subjects(n=678) were participated in the survey and they were segmented into IA positive group, IA intermediate group, IA indifferent group, and IA negative group. IA positive group included more women with higher household income and clothing expenditure. They preferred shopping at open market on-line malls. IA intermediate group included more women with lower income and clothing expenditure. They preferred shopping at on-line malls. IA indifferent group included more men with lower income and less clothing expenses. Banner advertisement with mixed appealing was the most effective to the university students in terms of preference and click and purchase intention. IA positive group showed the highest level of preference and click and purchase intention to the banner with rational appealing, banner with emotional appealing, and the banner with mixed appealing. IA indifferent group showed the lowest level. IA intermediate group showed a positive attitude to the banner with rational appealing and mixed appealing. IA negative group showed the lowest level of click and purchase intention to the banner with rational appealing.

• Fashion & Textile Research Journal
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• v.5 no.4
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• pp.363-371
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• 2003

This study is designed to identify the dimensions of clothing shopping motives and clothing involvements which influence consumers' store choice behaviors and to find out what variables have a direct influence on the attitudes of customers toward stores. The empirical research was made through the survey on 300 female and male shoppers who purchased clothing. The major results of this study are as follows : 1. The dimension of clothing shopping motives is composed of leisure-related shopping motive, products-related shopping motive, and economy-related shopping motive. And the dimension of clothing involvement consists of pleasure involvement factor, fashion involvement factor, and symbol involvement factor. 2. The dimension of the store choice criteria is composed of such five factors as promotion, products, prices/salespersons, service, and location. 3. There is a positive correlation of the products-related shopping factor and the leisure-related shopping motive only. And the store choice criteria have a positive correlation with all the factors of clothing involvement. 4. The high-shopping-motive group turns out to pay more importance to such factors as products and location than the low-shopping-motive group. 5. The variables which have influences on the attitudes of customers toward stores tum out to be such factors as fashion involvement, promotion in the store choice criteria, and gender.

• The Research Journal of the Costume Culture
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• v.22 no.2
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• pp.183-197
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• 2014

The purpose of this study is to compare the purchase intention on naturally dyed clothing between Korea and the US. As independent variables that affect the purchase intention, benefits that consumers seek when purchasing naturally dyed clothing, especially for fabric materials, and attitudes towards naturally dyed clothing were selected. A quantitative research method with a survey was employed. 160 data from Korea and 180 data from the US were used for the analysis. The convenience sampling method (i.e., college female students) was used. Descriptive statistics, factor analysis, t-test and regression analysis were employed to test the differences in purchase intention, fabric benefit sought, and the attitudes. The fabric benefit sought selected for this study includes eco-friendliness, uniqueness, aesthetic, comfort and quality. The attitude toward naturally dyed clothing was categorized as an emotional and a cognitive attitude. The results show the significant differences in the fabric benefit sought depending on nationality, major and experiences in natural dyeing. Significant differences were found in of the attitude toward naturally dyed clothing among the nationalities and the experience types in natural dyeing. In addition, there were significant differences in purchase intention toward naturally dyed clothing between Korean and the US participants, and countries show different fabric benefits and attitudes which influenced participants' purchase intention. The results of this study suggest an appropriate fabric planning for environment-friendly fashion products for both countries.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.7
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• pp.1000-1014
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• 2013

This study identifies the determinants that influence attitude toward and the intention to use mobile shopping services through fashion applications (apps) based on the technology acceptance model. In addition, gender and age group differences were examined. Data were collected from subjects who have used smartphone fashion related apps; subsequently, a total of 327 data were analyzed. About 46% of respondents were males, with a mean age of 34.4 years that ranged from 20 to 49 years old. Multiple regression models were developed based on the research model. Perceived usefulness, perceived ease of use, perceived enjoyment, perceived risks (security risk and quality risk), fashion involvement, and fashion app attributes (product attributes and service attributes) were employed as predictors of attitudes towards mobile shopping. Attitudes towards mobile shopping and subjective norms with the aforementioned variables measured the intention to use. Attitudes towards mobile shopping were predicted by perceived enjoyment, perceived usefulness, and service attributes. Attitudes toward mobile shopping and subjective norms were the most important predictors of the intention to use. Gender differences were found in that service attributes were significant for attitudes towards mobile shopping only in the male model. Age differences were also found and perceived usefulness was the most important predictor of attitudes toward mobile shopping among those in their 20's; however, perceived enjoyment was the most important among those in their 30's and 40's. Quality risk was only significant to explain intention to use among those in their 40's. The findings of this study are useful to understand the possibility of the adoption of mobile shopping though fashion apps and provide basic insight into market segmentation.

• The Research Journal of the Costume Culture
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• v.17 no.5
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• pp.911-922
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• 2009

As more consumers shop online and prefer private label apparel products, the importance of private label apparel brand of Internet shopping malls are increasing. This study investigated consumer attitudes toward private label apparel brand of Internet shopping malls. Attitudes were conceptualized into two sub-factors: utilitarian and hedonic. Based on findings of prior studies, subjective norm and familiarity were included as antecedents to attitude variables. Purchase intention and word of mouth intention were also included as consequence variables of attitudes. Types of Online shopping malls were considered as moderating variable. For the empirical research, the Online survey was conducted. Young male and female consumers who have experience in Internet shopping of clothing products participated in the study. 429 questionnaire were used for the final statistical analysis. Results indicated that subjective norm had significant influence on consumer attitudes toward private label apparel brand. Familiarity however did not have significant influence on attitude variables for general internet shopping malls. For specialized Internet shopping malls, familiarity had significant influence only on hedonic attitude. Attitude variables had significant influence on purchase intention and word of mouth intention. Subjective norm and familiarity had significant influence on purchase intention and word of mouth intention.

• Journal of Fashion Business
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• v.18 no.1
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• pp.50-65
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• 2014

This study investigates the effect of demographics and materialism on the consumers's attitudes and clothing purchase behaviors. The subjects compose of 302 college students living in Yunnam, China. The mean, ANOVA, factor analysis, Duncan test were used for statistics analysis. According to our results, the factors of materialism, symbolic consumptions, and attitude toward fashion luxury products are identified: three factors of materialism (success symbols, practical living, and happiness pursuing), three factors of symbolic consumption (conspicuous, hedonic, communication), and five factors of attitudes toward fashion luxury products (quality, involvement, ostentation, luxurious aspect, pleasure). Among the demographics, gender, income, social stratification, father's education and job influenced the symbolic consumption, and desire's fashion luxury products. In addition, gender, income, social stratification, father's education and job influence the clothing selection standards and the extent of using fashion informations. Lastly, symbolic consumption, attitudes toward fashion luxury products, and apparel purchasing behaviors all proven to be significantly different among the 3 groups of materialism.

• Journal of the Korean Home Economics Association
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• v.41 no.6
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• pp.13-28
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• 2003

The purposes of this study were to identify money altitudes of college students and to examine both socio-economic characteristics and clothing purchase behaviors by different money attitudes. For this study, guestionnaires completed by 2-year and 4-year college students (n=426) were analyzed by factor analysis, cluster analysis, X²- test, and ANOVA. The results of this study were as follows: First, the money attitudes were composed of five factors and they were categorized by three clusters: cluster of considering the money as a tool for future safety, a way of approval and filling up emotions, and inclination toward stinginess and distrust. Second, the factors which were associated with money attitudes were academic level, education level of parents, household income, students' own income, and the economic level of their households. Third, in each type of attitudes, the clothing purchase behavior had four steps of decision making: problem recognition, information search, evaluation of alternatives, and the purchase. There were significant differences in the clothing purchase behavior among the money attitude styles.

• The Research Journal of the Costume Culture
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• v.24 no.1
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• pp.67-78
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• 2016

The Indonesian population is estimated at 250 million and ranked as the world's fourth-largest. It is also one of the world's largest Muslim nations. Seventy percent of the population of Indonesia is young consumers in their 20s and 30s. In additions, Indonesian consumers have recently developed a great interest in fashion in general and Korean fashion in particular. This paper addresses issues related to young Indonesian consumers' clothing behavior in terms of clothing image, clothing style, body image, clothing and attitudes toward Korean fashion brands. The survey method was used as a primary research instrument. All measurements were adapted from the existing scales from previous studies. A total of 172 questionnaires were used for the final statistical analysis. Empirical results showed that Indonesian consumers' preferences regarding clothing image were new, casual, humorous, futuristic, soft, interesting and active. In terms of style, Indonesian consumers scored high in their preferences of casual and classic styles. With regard to body image, Indonesian consumers have significant concern for their appearance and body, but at the same time they are more satisfied with their body shape. More than half of the respondents had experience in purchasing Korean fashion products. Indonesian consumers recognized the clothing image of Korean fashion brands as new, futuristic, and hi-tech. Furthermore, they perceive the clothing style of Korean fashion brands as casual, feminine, and sexy. Korean fashion brand purchase intension was significantly influenced by recognition and preference of Korean fashion brand.

• The Research Journal of the Costume Culture
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• v.25 no.1
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• pp.32-47
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• 2017

As the popularity of Korean drama and celebrities in China, Korean fashion is becoming increasingly popular in the Chinese market. Although the effect of Korean drama on Chinse consumers' attitudes toward Korean products are known, little research has been conducted to understand the mechanisms underlying the impact of Korean drama on the development of consumer attitudes. Thus, this study examines how Chinese consumers' exposure to Korean dramas has influenced their attitudes towards Korean fashion products. Applying the similarity-attraction theory, the study explores the roles Chinese consumers' perceived similarities in appearance and values with Korean characters in TV dramas plays in the process of attitude development. Data was collected via an online survey and the responses of 317 Chinese consumers in their twenties were used for data analysis. The results of structural equation modeling show that exposure to Korean dramas has a direct impact on Chinese consumers' perceived appearance similarity, perceived value similarity, image of Korean people, and attitudes toward Korean fashion products-results that support the theory of mere exposure. In addition, the analysis demonstrates that perceived appearance similarity positively influences the image of Koreans among Chinese people, which, in turn, influences attitudes toward Korean fashion products, supporting the similarity-attraction theory. However, the effect of perceived value similarity on attitude toward Korean fashion products was not significant. The study concludes by describing its practical implications for the Korean fashion industry and presenting ideas for future research.