• 한국의류학회지
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• 제43권6호
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• pp.779-794
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• 2019

This study examines the effects of brand belief of a mass offline retailer on the perceived value, attitude, and purchase intention toward the products of emerging fashion designer brands in the context of marketing collaborations between emerging fashion designer brands and a mass offline retailer. We invited 198 adults aged 20 to 59 to an online survey who were asked to read a news article and respond to a questionnaire. The results of structural equation modeling show that brand belief of a mass offline retailer positively influences the perceived value of the products of emerging fashion designer brands. The perceived value also positively influences the attitude toward the products that subsequently enhances purchase intention. The findings suggest that emerging fashion designer brands should strategically select a mass offline retailer as their collaboration partner by considering consumer perceptions of the retailer brand because the brand belief of the retailer may have a halo effect on a consumer evaluation of the products of emerging fashion designer brands.

• 감성과학
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• 제25권2호
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• pp.55-70
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• 2022

In the 21^st century, the demand for eco-friendly leather, such as eco-leather and vegan leather, is steadily increasing. This study examines the influence of eco-friendliness on consumers' purchasing intentions and the possibility of eco-friendly changes in the fashion accessory market, which is dominated by leather material and leather substitutes. This study administered a questionnaire survey to 227 males and females between 20 and 60 years of age in Korea. With a 5-point Likert scale, data were collected on evaluation criteria when purchasing shoes and bags and purchasing intention of various leather substitute materials according to the democratic variables. The eco-friendliness attitude was divided into eco-consciousness and green behavior. As the eco-friendly attitude increased, most purchasing standards increased, but the purchasing criteria, such as trends, brands, and prices, did not correlate with the eco-friendly attitude. The eco-consciousness of a consumer had a high correlation with the design evaluation criteria, while the green behavior of the consumer aligned with durability and comfort criteria when purchasing a bag. There was a preference for recycled leather, vegetable leather, synthetic leather, and chemical leather, and the fabric type was ranked as natural fiber, biodegradable fiber, and synthetic fiber. Consumers with both green behavior and eco-consciousness are more likely to purchase biodegradable textiles and vegetable leather for the material of shoes and bags.

• 한국의류학회지
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• 제47권6호
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• pp.996-1011
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• 2023

This study introduces an effective marketing strategy for fashion SMEs and small designer brands utilizing Instagram as a social networking platform. The research compared the impact of two information delivery types (native advertisements vs. live streaming after native ads) and two types of promotional messages (scarcity vs. price discount) on SNS consumption value, and product attitude toward fashion designer brands. The study involved surveying 251 Korean women aged 25-55 with experience in buying designer products and using SNS. Data analysis was conducted using SPSS 26.0 and Process Macro v3.5. Results indicated that both native advertisements and live streaming enhance economic and social values in SNS consumption. Live streaming with price discount messages generates higher perceived SNS consumption values compared to scarcity messages. Consumers showed a more favorable attitude toward designer brand products when watching the live streaming of price discount messages rather than scarcity messages. The findings emphasize that the broadcast host actively induced participation to reveal viewers' social presence through comments or emphasized discount messages such as ultra-special prices during live streaming on Instagram.

• 한국의류학회지
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• 제48권3호
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• pp.485-500
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• 2024

This study was conducted to examine the effects of consumer evaluations on size recommendation services based on body information on consumer responses and the moderating effect of the level of information search. To analyze the research model, a total of 200 data were collected from August 18 to 24, 2022, targeting consumers who had experience with using size recommendation services based on body information. As a result of the research model analysis, it was confirmed that the compatibility, reliability, and convenience of the size recommendation services based on body information influenced attitude, which, in turn, influenced usage intention. In addition, In the case of the group subject to a low level of information search, the path through which compatibility and reliability influenced attitude was significant, but that of convenience was not. In the group featuring a high level of information search, the path through which reliability and convenience influenced attitude was significant, but that of compatibility was not. This study is meaningful in that it expanded research related to size recommendation services to the field of consumer behavior.

• 한국생활과학회지
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• 제6권1호
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• pp.79-88
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• 1997

The postpurchase process is the phase that consumers evaluate products or services while using them. And then, they may experience satisfaction/dissatisfaction and emotions elicited products or services. The satisfaction and emotions may be important concepts in consumer behavior such as brand attitude, purchase intentions and using. The purpose of this study was to examine the effects of emotions elicited clothing products on product satisfaction and using in postpurchase. The subjects in this study were selected 500 females. The data were collected by using questionnaires, and 431 data were analysed. The results were as follows: The emotions in postpurchase process were consisted of three dimensions; unpleasure, pleasure, security/activity. These three emotions had the causal effects on product satisfaction significantly, and the unpleasure influenced stronger than others on satisfaction. In addition, the emotions were related to using and the ownership of clothing products. The emotions of pleasure and the security/activity influenced on the ownership, and the security/activity and unpleasure influenced on using clothing products. Therefore, the results in this study imply that consumption emotions elicited clothing products would be multidimensional, and the emotional factors would be important indicators for explaining the satisfaction. The positive affects were related to using clothes, which is, the consumer would have fulfilled their hedonic desires by wearing clothes. Also, the positive affects would be the basis for marketing strategies of sales promotions in clothing products.

• 한국지역사회생활과학회지
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• 제16권3호
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• pp.57-64
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• 2005

The purpose of this study was to compare clothing attitudes and the criteria for clothing selection between Korean and Korean-Chinese college female students in the Yanbian region of China. The subjects were selected as follows: 404 Korean female college students in the Choongchung area and 242 Korean-Chinese female college students in the Yanbian region of China. Questionnaires were used to collect the data and the data was analyzed by frequency, factor analysis, and t-test. The major results of this study were as follows: The clothing attitudes of the total respondents were classified into 5 factors: the fashion involving factor, the modesty involving factor, the economy conscious factor, the brand-name oriented factor, and the practical user factor. The modesty involving factor, the economy conscious factor, the brand-name oriented factor, and the practical user factor were significantly different between Korean and Korean-Chinese college female students. Korean consumers thought highly of the economy conscious factor and the practical user factor compared with Korean-Chinese college female students. However, Korean-Chinese college female students thought highly of the brand-name oriented factor and the modesty factor compared with Korean consumers.

• 한국의류학회지
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• 제21권8호
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• pp.1334-1345
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• 1997

The purpose of this study were 1) to identify the effects of age and sex of Korean adolescents on the psychological variables(body attitudes, public/private self-consciousness, self-esteem), weight control practices, and clothing behaviors, and 2) to identify the relation- ships between psychological variables and weight control practices, and the effects of the variables on clothing behaviors in the adolescent' groups classified by sex and age. The results of this study were as follows: 1) Two factors of body attitudes were identified: Body-shape consciousness and Physical attractiveness. Four factors of clothing attitudes were identified: Clothing interest/dressing for others, Clothing exhibition, Dressing for self, and Psychological clothing-dependerlce. 2) There were significant effects of sex on all of the research variables. Age was found to have effects on Physical attractiveness, self-esteem, public/private self-consciousness, Clothing exhibition, and Psychological clothing- dependence. 3) In the relationships between psychological variables and weight control practices, Body-shape consciousness was negatively correlated with Physical attractiveness in all groups. Also, Body-shape consciousness had effects on weight control practice in all subject groups. 4) Public self-consciousness had direct/indirect effects on the Clothing interest/dressing for others in all subject groups. Private self-consciousness had direct/ indirect effects on dressing for self in high school boys and girls. Body-shape consciousness had indirect effects on Preference for up-to date style in male college students group, whereas weight control practices had effects on the Preference for up-to date style in female college students group. Self-esteem was found to have the effects on clothing behavior in college students groups. Among clothing attitude factors, Clothing exhibition had distinct effects on the Preference for up-to date style in all subject groups, and Clothing interest/dressing for others had effects on Clothing exhibition and Psychological clothing-dependence in high school boys and girs.

• 대한가정학회지
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• 제31권1호
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• pp.181-192
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• 1993

This study was undertaken to investigate the factorial structure of clothing purchase motives, and to examine the relationship between clothing purchase motives, self-concept, and post-purchase clothing satisfaction of males. Questionnaire was comprised of three sections: 25 Likert type statements of clothing purchase motive measure; post-purchase clothing satisfaction measure; and three self-concepts measure(physical, personal, and social self-concept). For the measurement of self-concepts, a portion of‘Self-Concept Scale’by Wonshik Chung was used. Samples were 312 male white collar workers in Seoul, whose age were ranged from 20 to 39. the data were analyzed using factor analysis, Cronbach's alpha reliability coefficient, Pearson's correlation coefficient, and multiple regression analysis. The results of the study were the followings: 1. Six factors of clothing purchase motives derived by factor analysis. 21 items having a factor loading of ± .40 or higher were given consideration in the interpretation of each factor: F.1‘clothing dsign’; F.2‘fashion and impulsive buying’, F.3‘clothing utility’; F.4‘others influence’: F.5‘financial margin’; F.6‘clothing’2. Male consumers perceived the purchase motive of‘clothing design’to be the most important,‘clothing deficiency’the second important, and‘others influence’the least important. 3. Physical, personal, and social self-concept had positive relations to the purchase motive of‘clothing design’and negative relations to the‘clothing deficiency’. Physical self-concept had negative relation to the motive of‘others influence’. 4. Male consumers high in physical, personal, and social self-concept had more positive attitude in the evaluation of post-purchase clothing satisfaction. 5. Post-purchase clothing satisfaction was influenced most by the purchase motive of‘clothing design’, and next by physical self-concept, and age. Age of subjects had negative relation to post-purchase clothing satisfaction. The explanatory power of the 3 variables was 19.9%.

• 한국의류학회지
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• 제48권4호
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• pp.793-807
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• 2024

In response to the growing focus on products utilizing character IP in retail, this study investigated the impact of consumers' recollection of character IP fashion products on brand relationship formation. Furthermore, it explores the moderating effect of consumer preferences for collaboration series on this relationship. Participants were consumers who recalled character IP fashion products, and the analysis was conducted using PLS-SEM. The findings show that consumer recollection associated with character IP in fashion products positively affects brand attachment, leading to a positive impact on brand attitude and brand loyalty. The study also highlights the effectiveness of repeated exposure to similar products as an effective marketing strategy. Furthermore, a positive synergy between brand attachment and preferences for collaboration series enhances brand loyalty by influencing consumer attitudes. The study suggests that collaboration series marketing strategies affect consumers' perceptions of novelty and alter their expectations. This research has significant academic and practical implications, demonstrating the effectiveness of marketing through collaboration series and revealing how character IP in fashion products, commonly used by fashion brands, shapes brand-consumer relationships. The findings provide a robust theoretical foundation for marketing strategies leveraging character IP.

• 한국가정과교육학회지
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• 제26권2호
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• pp.15-30
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• 2014

본 연구는 중 고등학교의 청소년을 대상으로 그들의 의복행동과 관련하여 동조적 준거특성과 유명브랜드에 대한 태도에 따라 학교생활적응에 어떠한 차이가 있는지 파악해 봄으로써 학생들의 학교생활적응을 도울 수 있는 의생활지도와 가정 교과의 의생활 교육 영역과 관련된 기초자료를 제공하는 것을 목적으로 하였다. 그 결과를 요약하면 다음과 같다. 청소년의 유명브랜드에 대한 태도와 학교생활적응의 차이를 가져오는 일반적인 변수는 성적과 월 용돈으로 나타났으며 성적이 높고 월 용돈이 20만원이상이거나 5-10만원인 경우 유명브랜드를 더 선호하며 학교생활적응을 더 잘하는 것으로 나타났다. 소년의 의복행동동조 준거그룹은 부모동조, 친구동조, 매스미디어동조의 세 요인이었으며 유명브랜드 요인은 네임이미지선호 요인과 품질선호요인이었다. 부모동조요인이 친구나 매스미디어동조요인보다 상대적으로 높았지만 세 요인의 전체평균은 보통수준 이하였다. 의복행동 동조준거특성은 유명브랜드에 대한 태도의 요인에 비해 더 큰 차이를 가져왔으며 친구와 매스미디어의 동조경향이 강한 그룹이 부모동조의 경향이 높은 그룹보다 상대적으로 유명브랜드를 선호하였다. 의복행동의 동조준거에 따른 학교생활적응의 차이를 살펴보면 보통수준일 때 친구와 매스미디어의 동조가 상대적으로 높은 그룹이 낮은 그룹보다 학교생활적응경향이 높았다. 또한 부모동조경향이 상대적으로 가장 높은 그룹 또한 학교규율과 교우관계는 좋은 것으로 나타났다. 보편적인 수준에서 의복행동 동조준거 경향이 상대적으로 높은 경우 학교생활적응에 긍정적인 관계라고 할 수 있다. 청소년이 유명브랜드를 선호하는 경우 학교규율적응은 낮았고 교우관계와 교사와의 관계적응은 상대적으로 더 높았다. 학습적응에 있어서는 유명브랜드에 대한 태도에 따른 유의한 차이가 나타나지 않았다. 다시 말하면 청소년의 의복행동 동조는 극단적이지 않으며 보편적인 수준에서는 친구와 대중매체의 의복행동의 동조와 유명브랜드를 선호하는 태도가 학교생활 적응에 긍정적으로 작용한다고 볼 수 있다.