• 한국의류학회지
• /
• 제46권5호
• /
• pp.848-867
• /
• 2022

As an emerging market with rapid economic growth, while being a key region of the K-culture expansion, Vietnam draws increasing scientific attention. This study focuses on the MZ generation, Vietnam's leading consumer group, revealing their consumption value structure. An online survey was used for data collection purposes, investigating 368 Vietnamese consumers between 18-37 years of age. Six value dimensions were derived as results of the present analysis: functional, emotional, social, ethical, self-expression, and autonomy-oriented value. Among them, functional value includes two sub-dimensions of utility and price, while emotional value entails three sub-dimensions, namely hedonism, novelty, and aesthetics. 'Self-expression value' and 'autonomy-oriented value', reflecting the characteristics of the MZ generation, who actively express themselves and respect proactive decision-making, are becoming important standards of the consumption attitude of young Vietnamese. Moreover, the pursuit of 'novelty' was derived as a factor reflecting emotional values, revealing an association between hedonic consumption, and seeking for newness and difference. Furthermore, the relationships between each consumption value dimension, respective demographic characteristics, and global consumption propensity were investigated. The present findings aim to provide insights into young Vietnamese consumers' attitudes and intend to serve as a foundation for future research.

• 한국융합학회논문지
• /
• 제12권7호
• /
• pp.159-167
• /
• 2021

자원 고갈, 생태 파괴 등 날로 심각해지는 환경문제와 지속가능한 패션에 대한 소비자들의 관심은 패션 산업 사슬을 녹색 에너지 절약 방향으로 발전하게 하였다. 본 연구는 특정 집단의 지속가능한 패션 소비에 대한 태도와 심리를 탐구하고 재생 방직품 또는 재제조 의류 원단에 대한 그들의 구체적 인식과 태도를 탐구하는데 취지를 두었다. 본문은 구제 의류의 특성이 소비자에 미치는 영향에 대해 알아보았다. 관련 문헌자료를 찾아본 기초에서 소비자에 영향을 주는 일련의 결정적 요소와 재생품의 표현 가치, 사회적 가치 등 특징을 확정했다. 이 이론적 배경에 근거해 온라인 설문조사를 설계했으며 총 226개의 유효 응답을 받았다. 조사 결과에 따르면 사회적 가치와 환경보호에 대한 중시가 소비자의 결정에 영향을 미치는 것으로 나타났다. 이상 연구 결과는 전체 녹색 환경보호와 생태 의류 회수 산업 체계의 연구에 도움이 되며 의류 산업의 지속가능한 발전을 추진한다.

• 한국가정과교육학회지
• /
• 제25권1호
• /
• pp.79-94
• /
• 2013

본 연구에서는 전통 의생활문화에 대한 인식을 고취시키고자 우리나라의 대표적 전통 천연염색 중 하나인 감즙염색을 이용한 학습자료를 제작하고 전통 의생활문화 체험이 가능한 교수-학습과정안을 개발하였다. 연구방법에 있어서 교육적 효과를 조사하기 위해서는 설문지를 작성하였고, 수업 실시 전과 후의 교육적 효과를 검증하기 위해서는 t-test, Kruscal-Wallis 검정 및 상관분석을 행하였다. 이를 고등학교 기술 가정과에 '감즙염색 직물을 이용한 생활소품 만들기' 주제로 수업에 적용하여 전통 이미지에 대한 인식의 변화와 학습에 대한 흥미도 및 태도 변화를 검토한 결과는 다음과 같다. 첫째, 감즙염색에 관해 연구해온 축적물로 독창적인 학습자료를 개발하여 감즙염색과 전통 의생활문화를 이해하기 위한 협동학습을 실시한 결과, 현대 감각을 살린 아이디어 소품이 창출되었다. 둘째, '청소년의 전통 의생활문화와 교육에 대한 인식'에 있어, 수업 전과 후의 차이를 나타내어 수업 후에 인식의 향상을 보였다. 나아가 조사대상을 상/중/하위 그룹으로 분류하여 분석한 결과, 긍정적인 변화에 있어서도 그룹 간 차이를 보였는데, 사전 점수가 가장 낮았던 하위 그룹에서 가장 높은 향상을 나타내었다. 셋째, '감즙염색 직물을 이용한 생활소품 만들기' 수업의 효과를 분석한 결과, 모든 문항에서 '보통' 이상으로 나타나, 학생들은 감즙염색 직물로 생활소품 만들기 체험을 통하여 전통 의생활문화에 대한 관심과 흥미도가 높아졌고 태도가 긍정적으로 변화하였음이 확인되었다. 넷째, 전통 의생활문화 인식과 그 교육에 대한 인식 간에는 문화에 대한 인식이 높은 학습자일수록 그 교육에 대한 인식도 높아 정적인 상관이 높은 것으로 나타났다. 이상과 같이 개발된 학습자료와 교수-학습과정안을 통한 전통 의생활문화 수업은 전통적인 천연염색과 의생활문화에 대한 가치와 의미를 이해하는 인식에서 향상된 변화를 가져왔고, 아이디어를 창출하는 교육적 효과를 가져왔다. 전통 의생활 문화 교육은 지속적이고 다면적인 심화된 연구와 현장교육의 상호작용이 이루어질 때 교육적 시너지효과가 더 발현될 것이다.

• 한국의류학회지
• /
• 제20권6호
• /
• pp.1096-1106
• /
• 1996

This study was to identify the dimensions of consumers' attitudes toward imported casual brands. Another objectives were to examine consumers' attitude according to the preference group, and to ascertain the imported casual brand images. The 55 Likert type questions were selected through the results of self-questionnaire analyses. 520 females aged between 20 to 29 in Pusan responded to the second questionnaire of consumers' attitudes and brand images toward imported casual brands. The results were as follows: 1. For final factor analysis, 56 selected from 85 questions were subjected to the principal component analyses with orthogonal rotation after extraction of 5 major factors. 2. Five dimensions are brand's uniqueness and good quality, high prestige, incongruity with native emotion and ethnocentrism, conspicuous consumption, and reasonable purchasing advantages. These factors explained 45.0% of total variance. 3. Five dimensions were different according to the degree of preference. For preference group, they purchased the imported casual brands by uniqueness, good quality and reasonable purchasing advantages. For non-preference group, they disliked the imported brands by incongruity with native emotion, ethnocentrism, and conspicuous consumption. 4. Preference group had 5.47, whereas non-preference group had 1.76 pieces of imported casual brands for this 2 years. This result suggests that to develop the domestic brands with international uniqueness, good quality, and high prestige, and to improve according to preference group are necessary.

• 한국의류학회지
• /
• 제21권6호
• /
• pp.1082-1093
• /
• 1997

The purpose of this study was to identify characteristics and consumer attitude on purchasing apparel through Cable TV home-shopping. The questionnaire was administered to 4y5 May through September in 1996 and the data were analyzed by using frequency, factor analysis, crosstab, 1-test, ANOVA, MANOVA, scheffe with utilizing SPSS/PC+ The results of this study were as follows: 1. The most favorite media in purchasing apparel through home-shopping was Cable TV in all over ages except 50's. Women showed Cable TV the most interested, whereas men showed printed media and computer on-line shopping as home shopping media. 2. Home-shopping favor in region' was higher than that of Seoul. In the degree of favor, college students showed the highest, followed by part time employees, housewives and full time employees. Those who lived individual houses in other than Seoul area showed higher purchasing intention. 3. Sweater item was shown as the highest purchasing interested item and coat/business suit items were shown as lower among 10 different apparel items. 4. Five dimensions of Perceived benefits of apparel purchasing through Cable TV were derived by factor analysis such as variety of merchandise information, purchase convenience, efficiency, saving time, and convenience of physical inactivity. The convenience of physical inactivity showed the most important benefit through Cable TV home-shopping. Perceived risk of apparel purchasing through Cable TV was factor analyzed as merchandise related risk, size and appearance related risk, delivery related risk, TV watching related risk, and unplanned purchasing related risk. The sixte and appearance related risk was shown as the highest risk.

• 복식
• /
• 제64권2호
• /
• pp.98-112
• /
• 2014

Since 2010, Goth styles have risen rapidly in prominence as one of the major trends of fashion. This study intends to understand the Goth style shown from the modern fashion by examining its historically formative characteristics and internal meanings of the Goth style. With mystic attitude toward the medieval Gothic culture, Goth style refers to its reproduction over the cultural circles including music, literature and arts. From the result of the historical review, the formative characteristics of the Goth style may be divided into darkness, distortion, memento mori and bricolage. The historical review of the Goth style contains symbolic meaning of mystery, terror, escape and theatricality. After 2000, Goth style, in combination with factors such as postmodernism and human desire, has been established as the main trend of modern fashion, going with the popular culture. The formativeness of modern Goth fashion is the same as that of Goth style examined from the historic review. However, in modern Goth fashion, the symbolic meaning has the processes of the new: unconsciousness, kitsch, overthrow and popularity.

• 패션비즈니스
• /
• 제16권5호
• /
• pp.23-38
• /
• 2012

With the rapid developing of economy and the information communication, as well as the fierce competition of marketing, the consumer market of apparel is gradually matured. Also, the consumer has more requirements towards clothes, in terms of quality, style, price level and individuality. As a result, brand fashion, now, needs to accelerate the speed of every stage of producing, which is from designing to the following of finished goods in order to occupy the market share in a fast consuming, variety and individuality pursuing market. An increasing number of industries have focused on the SPA brand so as to adapt the competition of modern market. The paper mainly researches that the differences of purchasing behaviors towards SPA brand between 20's-30's Chinese female and 20's-30's Korean female. The analyzing results of purchase motivation showed difference in the 'personal motivation' and 'social motivation' factor. Purchase standard showed differences in the 'image management' factor. The attitude toward the brand showed differences in the 'practicality' and 'trendiness' factor.

• 한국의류산업학회지
• /
• 제15권1호
• /
• pp.57-64
• /
• 2013

This research examines the environmental consciousness of fashion consumer attitudes towards eco-friendly products and artificial leather purchase intentions. The survey was conducted from March 11 to March 15 2012 and all respondents had at least once experience of purchasing fashion items made of artificial leather. A total of 426 subjects were used in the dataset; the statistical analysis methods were frequency analysis, factor analysis, reliability analysis and multiple analysis. The results are as follows. The study finds that environmental consciousness has three dimensions of public participation, resource conservation, and recycling. Public participation, recycling, and resource conservation influenced eco-friendly product attitudes. Eco-friendly product attitudes influenced artificial leather purchase intentions. The research results show that appropriate plans in fashion business such as usefulness of design and business value will need to be provided to fashion consumers. Detailed information on materials related to fashion products as the content of environment-friendly techniques and recycling methods will help consumers to evaluate environmental-friendly attitude products.

• 한국의류학회지
• /
• 제39권5호
• /
• pp.656-671
• /
• 2015

Discussions on sustainability in the fashion industry highlight the need for a holistic and strategic approach. This study investigated consumers' perception of fashion companies' sustainability and its relationship with value and perceived consumer effectiveness as well as with consumer trust, preference, and purchase intention. The assessment scale of fashion companies' sustainability was developed for this study and data were obtained from 645 consumers in their 20's to 60's in Korea. As a result, consumers' value and perceived consumer effectiveness had significant effects on consumers' perception of fashion companies' sustainability. Universalism, security/benevolence and perceived consumer effectiveness were variables that had significant effects on all four dimensions of sustainability. Consumer's perception of fashion companies' sustainability significantly influenced consumer trust, preference and purchase intention. Especially, environmental, societal, and cultural sustainability (rather than economic dimension) were shown to have a greater impact on consumers' trust, preference and purchase intention.

• 한국의류학회지
• /
• 제36권5호
• /
• pp.523-533
• /
• 2012

Website reputation is a key criteria for searches related to fashion product information and purchases. The greater the reputation of a website, then the greater the sense of community among its members; in addition, a stronger positive attitude towards the products influence subsequent purchases or WOM intention. This study reveals the influence website reputation and a sense of community for the WOM effect in regards to fashion products according to the type of the online shopping mall. The findings of this study are as follows. First, an increased website reputation produces a higher sense of community and perceived usefulness for WOM. The effect of the WOM was greater as the perceived usefulness of WOM increased. Second, the perceived usefulness of WOM had the greatest effect on the WOM effect. The reputation of a website had only an indirect effect on the WOM effect through the sense of community and the perceived usefulness of WOM. Third, the comprehensive mall had a greater reputation, but the WOM effect was greater with the fashion specialty mall. About the influence on the WOM effect, in the comprehensive mall the sense of community was more powerful than reputation of the website. In the fashion specialty mall the reputation of the website was more powerful than the sense of community.