• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.8
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• pp.1222-1230
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• 2007

This study measured the PPL communication effect whether the respondents had purchased the PPL products in the movie or not. The experiment of this study was held to females in their twenties(mostly university or graduate school students), and they answered the questionaries after being exposed to the 15-minute-edited movie. The results were as follows. In cognitive dimension, there were no differences of the recognition and the recall between two groups. In emotional and behavioral dimensions, the group with the purchase experiences of the PPL brands in the movie showed the more positive brand attitude and the higher purchase intention. The implications based on this results are as follows. First, to strengthen the brand image, the brand identity has to be established systematically. Second, the fashion marketers should constantly implement CRM(Customers Relationship Management) to the customers who purchased the brand products to make them loyal customers.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.7
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• pp.1042-1051
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• 2007

The purposes of this study were to identify shoplifting items and assess consumers' attitudes toward shoplifting, and to determine the variables to effect shoplifting. Three hundred ninety-eight respondents of high school students were used for data analysis. Descriptive statistics, t-test, and multiple regression analysis were used. Results indicated 17.8% of the respondents experienced fashion item shoplifting in the last 3 years. Shoplifting fashion items were categorized accessory, apparel, and cosmetic, and so on. Generally fashion item shoplifters demonstrated generous attitudes toward shoplifting than non-shoplifters. There were statistically significant differences between shoplifters and non-shoplifters in that shoplifters showed more hedonic shopping orientation and higher compulsive buying than non-shoplifters did. Also, fashion item shoplifters were more likely to have high depression and binge eating behavior. Shoplifting attitudes were correlated with lower self-esteem and higher depression, hedonic shopping orientation, compulsive buying, and binge eating. Results of multiple regression revealed that hedonic shopping orientation and compulsive buying was significantly related to shoplifting attitudes. Based on these results, fashion marketing strategies to protect shoplifting would be suggested.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.1
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• pp.17-32
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• 2022

This study aimed to examine the effect of ad attributes on engagement, the mediating effect of engagement on the relationship between ad attributes and advertising effectiveness (attitudes toward ads, continuous intention to search, and e-WOM intention), and the differences in advertising effectiveness at different levels (low vs. high) of curiosity toward fashion video ads in the online context. For this purpose, a total of 408 responses were collected from consumers who were aged 20-40 years and had viewed fashion video ads via PC/mobile channels in the preceding six months. The results showed that three advertising attributes, namely informativeness, entertainment, and personalization, were significant predictors of engagement. Additionally, engagement had a significant mediating effect on the relationship between entertainment and ad effectiveness. Moreover, both informativeness and entertainment had a significant direct effect on the behavioral intention to search and engage in e-WOM. At the high-curiosity level, engagement had a significant influence on ad attitudes and e-WOM intention. In contrast, at the low-curiosity level, entertainment had a significant influence on e-WOM intention and continuous intention to search. These findings are meaningful in that they extend the advertising attitude model to fashion video ads in the online context.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.4
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• pp.609-624
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• 2023

This study aimed to explore the effects of perceived benefits on consumers' attitudes towards cross-border online shopping websites. We also explore whether and how consumers' COVID-19 anxiety and brand familiarity weaken or strengthen the relationship between these perceived benefits and consumer attitudes. A total 319 items of data were used for the final analysis. The perceived benefits of a website were found to have only an indirect effect on purchase intentions by mediating consumers' attitudes toward the site. Competitive pricing of fashion products directly affected purchase intentions. COVID-19 anxiety was found to have a negative moderating influence on the relationship between perceived enjoyment and consumer attitudes, whereas brand familiarity had a positive moderating effect on both the relationships between perceived usefulness and consumers' attitudes toward the site and between perceived ease of use and their site attitude. This study provides useful insights for international e-tailers in developing marketing strategies that attract international consumers. Academically, we have contributed to the existing literature on the perceived benefits of global online shopping and the moderators of consumers' attitudes towards e-commerce sites.

• Journal of the Korean Society of Clothing and Textiles
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• v.48 no.4
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• pp.657-672
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• 2024

This experimental study aimed to investigate the determinants of fashion products donation intentions built on two consumer attributions: strategic and value-driven motives. While consumers may perceive that the underlying motivations of a firm's CSR initiatives are to sincerely help society, they may also believe that such initiatives are strategically motivated and that the firm only engages in CSR to improve its corporate image. Therefore, this study tested how extrinsic factors (consumer monetary and non-monetary- benefits for participating in a donation campaign) and intrinsic factors (i.e., altruistic attitudes) influenced perceived value- and strategic-driven motives, which in turn promote donation intentions. An analysis of 268 responses revealed that monetary benefits, such as offering discount coupons, increased consumers'perception of strategic motives, while non-monetary benefits, such as offering a ring and acertificate, enhanced their perception of value-driven motives. In addition, consumers who tended to have a positive altruistic attitude were more likely to perceive value-driven motives, and this orientation also directly increased donation intentions. These findings also confirmed that only value-driven motives promoted donation intentions. However, consumer benefits did not directly affect donation intentions. The findings of this study suggest valuable managerial implications as well as academic contributions.

• 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.

• Fashion & Textile Research Journal
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• v.16 no.4
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• pp.564-579
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• 2014

Packaging of shopping bag is a 'silent salesman' which plays an important role in marketing communication due to the increase of self-service outlets and changing lifestyles of customers. Retail shopping bags, which are defined as bags provided by retailers to customer as a means of transporting merchandise, are a type of secondary packaging. This study explored the effect of a fashion product's shopping bag types in sense of shopping value, customers' response, attitude toward advertising, and purchase intention. Data was analyzed by factor analysis, frequency analysis, correlation, structural equation modeling using SPSS 18.0 and AMOS 18.0. The results of this study were as follows. Consumers' responses about shopping bags show that there are some differences between consumers who have either hedonic or utilitarian shopping value. Hedonic shopping value influences on consumers' response as unique, interesting, and attention; however utilitarian value affects prestige in addition to those four significant factors. Therefore, this study shows that consumer response is different in accordance with shopping value. Thus, using the various types of shopping bags can be influenced on effective advertising. It will also great effect on marketing activity with lower cost. The significant result from this study has proven that the shopping bag is correlates to the definition of pop art today because it can offer an opportunity to look at, play with and buy sophisticated visual stimulus. Therefore, retail and brands have to concern about shopping bag considering their decisive role in the apparel market.

• 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 the Korean Society of Clothing and Textiles
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• v.35 no.7
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• pp.721-735
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• 2011

This study: 1) identifies differences in consumers' perceived similarity of extended products to their parent product in terms of brand attributes, 2) identifies the influence of the perceived similarity on consumer's attitude toward and purchase intention of extended products (i.e., brand extension effect), and 3) examines the moderating effect of Brand Relationship Quality (BRQ) on brand extension effects. A survey questionnaire was distributed to a convenience sample of individuals aged 20-39. A total of 576 valid responses were used for the final analysis. The results showed that: 1) the consumers perceived more similarity in the extended products when the extended products maintain more consistent attributes with their parent product, 2) the higher the perceived similarity was then the higher the brand extension effect, and 3) brand relationship quality moderated the influence of perceived similarity on attitude and purchase intention. When consumers build a high relationship quality with a brand, then the brand extension effect is likely to be high regardless of the perceived similarity of the extended products. This study consequently has its own contribution in that it empirically examined the brand extension effect in the fashion field and evidenced the role of BRQ in brand extension.

• Journal of the Korean Society of Clothing and Textiles
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• v.45 no.1
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• pp.136-154
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• 2021

'Slow fashion' has become a hot issue in the fashion world as fast fashion has caused environmental and ethical problems. This study synthesized the characteristics of slow fashion from preceding studies and organized them into four characteristics (craftsmanship, nature-friendly attitude, localism, and pursuit of exclusive value). This study compared designers, John Alexander Skelton and Geoffrey B. Small with four characteristics. First, both designers sought craftsmanship based on tailoring, but Skelton focused on the eco-friendliness of materials, and Small emphasized the development of high-quality fabrics. Second, we found a nature-friendly attitude in both designers, but unlike Skelton, which maintains nature-friendliness in the process of clothing production, Small showed this characteristic through presentations. Third, both designers revealed localism through their affection for the fabrics and culture of each country. Moreover, Small extended its meaning to respect minority tastes. Finally, both designers pursued exclusive values through collections under the themes of class problem, and gender conflicts. However, Skelton melted these topics into British culture and revealed them indirectly versus Small who showed sensitive topics directly in the collections. This study will provide the foundation for analyzing designers through the characteristics of slow fashion, and suggests directions that slow fashion designers should move towards.