• 한국의류학회지
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• 제33권3호
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• pp.343-354
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• 2009

This study examined the factors(intrinsic cues, extrinsic cues, private brands familarity, store loyalty) influencing clothing PB preference of large-scale discount stores, and investigated the differences according to the consumer's decision types. Questionaries were collected from 316 female customers in front of the discount stores and the data were analyzed by SPSS 12.0 using T-test, correlation, regression analysis and cluster analysis. The results were as follows. First of all, According to the correlation and regression analysis, the private brand preference were influenced by store loyalty and PB familiarity. Secondly, Differences are found according to the consumer's decision types. That is the price-conscions consumers regard store loyalty, PB familiarity, extrinsic cues, and PB preference more importantly than the value-conscious consumers.

• 가족자원경영과 정책
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• 제5권1호
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• pp.15-31
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• 2001

The purpose of this study is to identify participation-types of the family in the purchasing decision-making on items of commodities (TV, refrigerator, furniture, passenger car, housing, vacation, saving, husbands’clothing and children’s clothing). The other thing is to find who is major factors in each of the decision-making stages(the recognition of problem, the searching of information, the evaluation of alternatives and purchasing) among the subjects of decision-making (husband, wife, couple combination and family combination). To complete the purpose, the data were collected through questionnaire which 549 wives living in Seoul answered. From the data, frequency, percentage and correspondence analysis were executed by SPSS. The results of this study were briefly summarized as follows; Wives played an important role on all of decision-making stages for refrigerator, furniture, children’s clothing and husbands’clothing. Husbands played an important role on vacation and passenger car. And in case of saving, TV and housing, couple combination played an important role. It means that wives have a major influence on the purchasing process.

• 복식
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• 제52권4호
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• pp.141-154
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• 2002

The purpose of this study was to define 'sponsorship' as a kind of advertising tool, and to describe its effects on consumer brand attitude and actual purchase behavior. From previous research results, clothing sponsorship was defined as 'indirect advertisement', which has common ad traits as well as the uncommon ad traits, such as indirectness, emotional affinity, and symbolism. Results from empirical research using 1,227 data collected in Seoul and Kyounggi Areas were as follows ; (1) Television drama clothing sponsorship was proved to have effects on brand image, emotional & rational brand attitudes, decision making process, and actual purchase behavior. (2) Each of drama clothing sponsorship factors, such as 'drama', 'role', and 'actress', had different effects on brand memory and attitudes. (3) Consumer decision making process initiated by drama clothing sponsorship followed two different processes, which were called 'rational' and 'heuristic'. The rational process followed every steps of EKB model, which explained consumer's rational shopping, but heuristic model was closer to emotional and impulsive shopping.

• 한국의류학회지
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• 제14권1호
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• pp.3-12
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• 1990

The purposes of this study were to determine the consumer dissatisfaction factors in the process of purchase and use of clothing, and to investigate the relationships between the dissatisfaction factors and selected variables-clothing importance, evaluative attributes, price, shopping stores. The research questionnaires selected from the pilot study were administered to 547 female subjects in the age of twenties. The dissatisfaction factors identified as a result of the factor analysis were as follows: (1) 'price' factor ($21.6\%$ of the total explained variance), (2) 'product assortment' factor ($21.5\%$), (3) 'purchase decision-making' factor ($19.9\%$), (4) 'quality' factor ($18.6\%$), (5) 'informa­tion and service' factor ($18.4\%$). By these five factors, the $34.7\%$ of the total variance were explained. The factors were validated by the multiple regression analysis. The purchase decision­making factor has the greatest explanatory power suggests that psychological aspects are more important to clothing dissatisfaction than any other objective aspects. The relationships between the dissatisfaction factors and the selected variables were found to be as follows: 1) The higher clothing importance scores, the higher product assortment related dissatisfac­tion score. 2) The higher the purchase price, the lower the price related dissatisfaction, but the higher the product assortment related dissatisfaction scores. 3) The department store and the national brand chain store shoppers had higher product assortment related dissatisfaction compared to the small retail store and discount store shoppers.

• 한국의류학회지
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• 제21권2호
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• pp.442-454
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• 1997

The purpose of this study was 1) to identify the effects of lifestyle activities and decision -making related variables (shopping orientations, use of information sources and importance of store attributes) on the outshopping behavior of female consumers in Seoul and satellite cities, and 2) to investigate the differences in the effects of those variables on the outshopping behavior among 4 clothing categories (formal wear, separates, casual wear, underwear). The data were collected via a questionnaires from 508 adult females of ages over 20's living in Seoul and satellite cities around Seoul and were analyzed by factor analysis and discriminant analysis. The results of this study were as follows: 1) Some of the factors of 4 decision-making related variables significantly discriminated the outshoppers and inshoppers. The most influential factors were attitude toward imported products, time-oriented and price-oriented attitude of shopping orientations. 2) There were significant differences in the effects of 4 variables on outshopping behaviors among 4 clothing categories. More factors were effective in discriminating the outshopping behavior for formal wear or separates purchase.

• 복식문화연구
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• 제18권1호
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• pp.118-132
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• 2010

The purpose of this study is to understand factors of risk perception and purchase obstruction by consumer characteristics and purchase experience of clothing in online. The collection of the research materials was progressed by online and offline. Out of 374 usable questionnaires used for examining this study, 278 questionnaires were collected from offline and 107 questionnaires were collected from online. Frequency analysis, factor analysis, reliability analysis, t-test, One-way ANOVA and multiple regression analysis using SPSS WIN 12.0 were conducted. Three factors of perceived risk were extracted: harmonic/image, quality/shopping process, payments. Based on these dimensions, ANOVA was conducted. The results indicated that the more purchasing experience people had, the less the extent of perceived risk they got, and quality/shopping process risk mostly among them. As the factors which obstruct purchasing decision, a security obstruction, a reliability obstruction, a convenient obstruction and an information insufficient obstruction are extracted. Also, the factors have got the result of same aspects as the perceived risk recognized by the Internet shopping experience. Meaningful differences between groups appear at security obstruction, reliability obstruction, and convenient obstruction. Perceived risk almost influenced on purchase obstruction when purchasing clothes in Internet shopping mall. When consumers perceiving harmony/image risk highly make decisions, they usually hesitate or abandon due to reliability obstruction, convenient obstruction. All the factors: including security obstruction, reliability obstruction, convenient obstruction and information insufficient obstruction made consumers perceiving quality/shopping process risk highly obstruct purchase decision.

• 한국의류학회지
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• 제30권7호
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• pp.1103-1115
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• 2006

In this study, clothing consumption behaviors of Russian and Korean female college students were compared. Data were collected by conducting surveys in Russia and Korea. In results, Russian female college students spent considerably more money on clothing than did Korean students, compared to the income level. Korean consumers bought clothing mostly in the department stores, whereas Russian consumers preferred large shopping centers, discount stores and traditional markets to shop clothing. As important factors affecting clothing purchase decision, Russian consumers considered country of origin while Korean consumers considered style. Korean consumers were satisfied more on domestic brands than did Russian consumers while Russians were more satisfied with foreign brands than did Koreans. Russian consumers considered diverse factors in forming attitude and buying intention toward domestic and foreign brands. In contrast, Korean consumers' attitude and purchase intention were influenced much by style. Based on study results, marketing implications were provided.

• 한국생활과학회지
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• 제13권6호
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• pp.935-941
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• 2004

The purpose of this study is to survey fabric knowledge about apparel products, and to identify not only clothing purchase criteria but the impact of fabrics on the decision-making process in clothing purchase. The 234 questionnaires were distributed to university students(120 males, 114 females), and were analyzed by frequencies, t-test, $x^{2}$ and ANOVA. The results are as follows: 1) The students had apparel fabrics knowledge above the average, and there were partially significant differences in the knowledge by genders. 2) They put a higher priority, in purchasing apparel products, on factors such as design, size, color, fabric, and price of clothing than those including ease of care, sewing, and fashion trend. 3) The consideration of fabrics influenced a post-purchase process. 4) Male students showed less concern, except information search process, with the fabric than females in the decision-making process for clothing purchase.

• 한국의류학회지
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• 제39권6호
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• pp.799-811
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• 2015

This study examined factors that influenced susceptibility to dyadic influences between opposite-gender couples on making apparel purchase decisions. This study focused on main effects of couple identity, product knowledge, clothing involvement and gender, and the interaction effects of gender with other factors for normative and informational influences. A survey was conducted on 155 males and 166 females currently married or in a relationship between the ages of 20 and 50 living in South Korea. For normative influence, the main effects of joint couple identity and clothing involvement (fashion interest, symbolism, and pleasure), and the interaction between gender and clothing involvement (fashion interest) were significant. The interaction between gender and other variables were insignificant. For informational influence, the main effects of partner's product knowledge, pleasure, and gender as well as the interaction effects between fashion interest and gender, and between pleasure and gender were significant. Marketers may find implications from the study results on how couples influence each other in making apparel purchase decisions.

• 한국의류산업학회지
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• 제11권1호
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• pp.147-155
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• 2009

This study has been made to examine the basic information, the preferences of material quality, and the demand performance of clothing for underwear materials between atopic patients and non-patients. The measurement tool was a questionnaire. For statistical analysis of data, crosstabs, ${\chi}^2$-test, t-test and ANOVA through SPSS for Windows(version 14.0) were used. The results obtained are as follows. The degree of the basic knowledge about clothing materials indicated that women was higher than men. The material decision method and the most considering part in case of selecting underwear products showed difference between men and women. The preference factors for underwear material quality were drawn with the five factors of sense of weight/pliability, lustering/see-through, tactility, and sense of cold and warmth. The preferred underwear material showed difference according to gender, existence and nonexistence of atopic determatitis, and degree of strength of skin itching caused by clothing materials. The demand performances of clothing in case of selecting underwear were drawn with the four factors of hygiene/practicality, skin protection, quality of materials, and aesthetic attribute. The demand performance of underwear showed difference according to gender, existence and nonexistence of atopic determatitis, degree of strength of skin itching caused by clothing materials.