• 한국경영과학회지
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• 제36권3호
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• pp.75-90
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• 2011

Suggesting that endorser fit in print advertising can be subdivided into observable endorser-product fit, unobservable endorser-product fit, and observable endorser-background fit, this study empirically investigates their effects on advertising effectiveness. Undergraduate students participated in the study and evaluated three real advertisements on the items of the fits, the advertising effectiveness, and so on. The advertisements were for a watch, perfume, and women's clothing. Results showed that each of fits had an positive effect on advertising attitude, brand attitude, and purchase intention respectively and the observable endorser-product fit had a more positive effect on such an effectiveness than the unobservable endorser-product fit and the observable endorser-background fit in the majority of cases. It was also found that each of the fits had a tendency to exert relatively greater effects on the advertising effectiveness, especially on the purchase intention, compared to the endorser preference.

• 복식문화연구
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• 제21권5호
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• pp.629-638
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• 2013

The purpose of this study is to predict skincare behavior from the perspective of theories about planned behaviors and a systematic structure for identifying influences on human behavior; Consequently, this study attempted to undertake a concrete analysis of influences on skin care behavior. The results showed that: an attempt was made to analyze structural equation modeling as to whether or not to apply Ajzen's theory of planned behavior to skin care behavior. This study found the possibility that the theory of planned behavior might be applicabled to the research model composed of skin care attitude, the norms of skin care, behavioral control on skin care, behavioral intentions of skin care, and skin care behavior at the appropriate level in their entirety. This study found that external control factors of skin care behavior had the highest effect on skin care behavior among other factors.

• 가정과삶의질연구
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• 제15권4호
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• pp.81-102
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• 1997

This study intended to investigate factors shaping the styles for comsumers to express their dissatisfaction after comsuming goods(cloth and household appliance) and services(public and health) In particular this study examined what kinds of characteristics were crucial to distinguish three styles of consumers' and public complaints. The characteristics of consumer to be considered in this study included consumer knowledge consumer attitude consumer and several socio-economic characteristics. The sample used in this study were consumers whose age was grater than 20 years old living near Seoul in 1996. Discriminant analysis was conducted to investigate what factors discriminate the style of complaint. This study found that several consumer characteristics were sigificant in explaining different styles for consumers to response their dissatisfactions. The effects of consumer characteristics were more significant in explaining the complaining styles derived from public and health services rather than goods. Overall consumer attitude consumer knowledge and the degree of satisfaction of services were discriminant variables in explaining the styles of consumer complaint. Both consumer knowledge and budgeting skill were significant in explaining complaint styles to response dissatisfaction derived from consuming clothing while both consumer education and time constraint were significant in shaping the kinds of complaining styles derived from consuming household appliances.

• 한국의류학회지
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• 제42권2호
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• pp.311-326
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• 2018

The satisfaction of wearing an outfit in daily life can lead to the attitude toward the clothes and further the brand image and repeat purchases; however, satisfaction generated from the moment the outfit was purchased is only temporary. Therefore, it would be necessary to study the antecedent variables that precede daily outfit satisfaction. In the current study, to understand the antecedent variables that influence the daily outfit satisfaction of consumers, in-depth interviews were conducted on thirteen women in their 20s and 30s. The results showed that peoples' outfit satisfaction was dependent on a comparison between their prior expectation and the performance of the outfit based on expectation-performance disconfirmation. The outfit performance was evaluated by themselves or others. Simultaneously, it was found that the others' opinion on the clothes and surroundings influence daily outfit satisfaction. This research helps deepen the understanding on the individual and social influential factors of the temporary satisfaction from purchase to the satisfaction of actually using clothes. This result ultimately intensifies the understanding on the consumption and evaluation of clothes in the whole life cycle of clothing products from purchase to disposal.

• 패션비즈니스
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• 제7권2호
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• pp.143-155
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• 2003

The purpose of this study were to investigate 1) Values placed upon born hereditary appearance and a made up appearance, 2)examined for points of body and clothing and 3)discrepancy in opinions about Coordination system of 3D Virtual Model This study chose qualitative research approach in-depth interviews were from December 12, 2002, to February 20, 2003. The subjects of the study were 12 women aged in twenties 12 women aged over forty. The results of this study were as follows. 1. Women aged in their twenties defined appearance as follows. there are important a made up appearance, Appearance is looking at point of view from body shape to face, makeup, hair style, body image, cosmetic surgery, clothing and is looking at the whole point of view from hair to tiptoe. This seems to include attitude, personality, behavior, images, and feeling. 2. Regarding body image Women aged in their twenties prefer a slender figure. Women aged in their twenties exerts all possible efforts to have an attractive body through dress well. 3. Regarding body image Women aged in their twenties prefer coordinate to system of 3D virtual model.

• 한국의류학회지
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• 제34권8호
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• pp.1341-1351
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• 2010

The Korean jean market has become increasingly competitive due to the increased imports of global brands. This study is to understand the purchase behaviors of Korean college students toward foreign brand jeans to help Korean jean brands enhance their competitive advantages over foreign brand jeans in the Korean market. Considering perceptions of Korean consumers toward foreign brands and traditional value changes, this study proposed a research model incorporating two extended behavioral intention (BI) models, Lee's modified BI model and Ajzen's theory of planned behavior. To test the research model, a total of 240 valid data sets were collected from college students in Busan, Korea. Structural and measurement models were estimated using LISREL 8.80. Because face saving failed to attain internal validity, the research model was revised to eliminate face saving. The findings indicated that perceived behavioral control had the strongest direct influence on purchase intentions of Korean college students for foreign brand jeans. Group conformity and subjective norm had non-significant direct impacts on purchase intention, whereas group conformity had an indirect impact on purchase intention through attitude. Based on the findings, theoretical and managerial implications were provided.

• 패션비즈니스
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• 제18권1호
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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.

• 복식
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• 제60권3호
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• pp.99-109
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• 2010

The purpose of this study was to examine the differences of appearance management behavior and body exposure attitude according to sex role identity. The method of this study was a survey research method by questionnaire. The subjects were 632 college students (male: 302, female: 330) living in Seoul area. The data were analyzed by SPSS program. Analysis methods used were frequency, factor analysis, Cronbach's $\alpha$-reliability coefficient, one-way ANOVA and Duncan's multiple range test. The subjects were divided into 4 types of sex role identity: androgynous, masculine, feminine, and undifferentiated type. The female androgynous group had skin care the most, while the male androgynous type had clothing management and weight control the most among the 4 types. Both male and female androgynous groups had hairstyle care the most. Both the male and female masculine groups wore chest exposing clothes the most, while the female masculine type wore shoulder exposing and leg exposing clothes the most. The female androgynous group showed the highest appearance management expenses.

• 한국의류학회지
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• 제26권9호
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• pp.1320-1330
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• 2002

The purpose of this study was to classify Y generation according to Hip Hop mania elements and to investigate the differences in psychological characteristics (self-consciousness, egocentrism) and buying behavior of Hip Hop fashion among the classified groups. The subjects were 500 middle and high school students living in Seoul and Kyonggi area.46g data were analysed using cluster analysis, ANOVA and Duncan's multiple range test. The results were as (follows : As a result of classifying Y generation with Hip Hop mania element including behavior and attitude aspect they were classified into three groups; Hip Hop mania group, Hip Hop interesting group, Hip Hop uninterested group. Among groups there were significant differences in public and private self-consciousness, self-centeredness, evaluative criteria of Hip Hop fashion, information sources and clothing store patronage. Hip Hop Mania group showed significantly higher level in both public and private self-consciousness, thus the members of the group were so egocentric in their thinking and behavior. When they purchased Hip Hop fashion, they regarded both aesthetic appreciation and practicality as import information.

• 복식
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• 제46권
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• pp.187-207
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• 1999

The fashion advertisement is communication method between clothing and consumer. The development of mass communication accelerated that In modern society Post-modernism advertisement is a specialized and separated from so it confuses the consumers who are used in traditional AD. The peculiarities (non-form, destruction of description, compound of genre, mixing of reality and fiction) are more reflected in fashion advertisement. The sample consisted of 425 mail and female and the results were analyzed using frequency and percentage calculation Close tabs T-Test Oneway Anova Factor analysis Chi-square Test, Regression, Correlation Analysis. The result of this study were as follows: The post-modernism fashion ad is the separated and reflected from for young age's favorite. By the factor analysis of consumer response in each 5 emotional factors proved to be valid ones(fine, negative, sexual, stimulative, constructive aspects.) The fine and negative aspects of the factors are very concerned with the consumer's favorite attitude of fashion ad. There is no significant difference in age job but sex has a significant difference. In according to the method of the ad expression consumer's acceptance is difference in sex. There were no significant concern with excess effects and purchase intend in fashion advertisement.