• The Research Journal of the Costume Culture
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• v.12 no.3
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• pp.369-378
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• 2004

The objectives of this study were to measure the preference and purchase intention on Korean traditional motifs and to investigate the relationship among preference, purchase intention, and sensibility. The subjects consisted of 217 male and 351 female US undergraduate students. The experimental materials used in this study were 48 stimuli and a questionnaire, composed of 7-point semantic differential scales of 17 bi-polar adjectives. The data were analyzed by ANOVA, Duncan's multiple range test, Regression, and t-test. The major findings were as follows; First, interpretation type and application object had significant effects on the preference, while category and interpretation type had significant effects on the purchase intension. The application of Korean traditional motifs for pattern design was preferred to their application for clothing design. Decorative type was found to be more related to the preference and purchase intention than the other interpretation types of realistic, stylized and abstract types. The purchase intention on crain motif was lower than the other categories of lotus and cloud motifs. Second, in overall, the preference on Korean traditional motifs was higher than purchase intention. Third, the preference and purchase intention were affected mainly by 'Quality' image, a component of sensibility, followed by 'Cheerfulness' image, but not affected by 'Simplicity' and 'Modernity' image.

• Fashion & Textile Research Journal
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• v.16 no.4
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• pp.645-652
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• 2014

This study identifies consumer needs and a pattern sensory evaluation of jacquard fabrics for raincoats using quick-drying-absorbing polyester. We investigate the consumer's consciousness and raincoat improvements. Twelve kinds of jacquard fabrics were developed for use in this study. Developed jacquard fabrics were assessed subjectively by 152 university students using a 7-point scale of 26 consumer needs and 31 pattern image sensory descriptors. Data were analyzed by SPSS. The major results were: There was a need for consumers to improve the front fastener type, cuff fastener, mesh patch position, and raincoat pocket position. The most important parameter to choose raincoat fabric was waterproof and the other parameters were vapor-porous/water repellent, design, color, fashionability, air-permeability and easy-put on/off. The pattern image sensibility of jacquard fabrics was explained by seven factors: gorgeous, simple, cute, futuristic, ethnic, feminine, and cool. A higher pattern preference was found in the jacquard fabrics of unique, sporty, natural, luxurious, and trendy images. The pattern preference was predicted at 45.3% with gorgeous, simple, pure, cute, futuristic factors. The correlation coefficient between the pattern image sensibility factor 1 (gorgeous) and pattern preference was 0.674 and with factor 3 (cute) was 0.416, and with factor 6 (cool) was 0.209. The 4 factors (gorgeous, simple, cute, futuristic) were selected as a significant pattern image sensibility that influenced preference.

• Journal of the Korea Fashion and Costume Design Association
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• v.13 no.2
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• pp.13-26
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• 2011

The purpose of this study is to analyze the preference of design and body shape for korean baby-boom generation women. For this study, in-depth interviews were carried out to 11 women who were born in 1955~1963. They are called korean baby-boom generation. The results were as follows; 1) Korean baby-boom generation women care to their body shape, and they make much of the balance of body, not just looking slim. 2) Korean baby-boom generation women become more interested in their clothing, and they want to look with casual image than elegant image before. But overweight women preferred elegant image. 3) Korean baby-boom generation women prefer mix-match style for everyday clothes, but they prefer suit-set for formal wear. 4) When Korean baby-boom generation women choose of jacket or coat color, they consider more of their body-shape than season color. 5) Korean baby-boom generation women prefer plain style and jacquard with metal yarn. 6) Korean baby-boom generation women prefer out-door cloth fabric, at special time, they choose pure wool and pure silk. At ordinary time, they like more comfortable fabric like cotton mixed spandex or wool mixed spandex blends.

• Korean Journal of Human Ecology
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• v.14 no.1
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• pp.133-141
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• 2005

This research was designed to investigate the effect of a hand and a sensibility image on the preference to skirt textiles. 131 male and female college students were surveyed and 10 kinds of preferred fabrics were used each as a specimen for all 4 seasons. Factor analysis, t-test, Pearson's correlation, and regression were used for a statistical analysis by SPSS WIN 10.0. The results of this study are as follows: 1. In spring/fall season, 6 factors including 'elasticity/flexibility' were extracted as a hand factor, and 2 factors including 'modern elegance' were extracted as a sensibility factor in skirt textiles. 2. In summer season, 5 factors such as 'unevenness/stiffness' were extracted as a hand factor and 2 factors such as 'modern elegance romantic' as a sensibility image. 3. In winter season, 7 factors including 'elasticity' were extracted as a hand factor and 2 factors including 'modern elegance romantic' as a sensibility image. 4. Significant correlations existed between a hand and a sensibility image in spring/fall, summer, and winter. 5. A sensibility image was one of the important factors in the preference to skirt textiles in spring/fall, summer, and winter.

• The International Journal of Costume Culture
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• v.5 no.1
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• pp.58-66
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• 2002

The objectives of this study are to develope sensibility image scales for Korean traditional motifs by quantitatively measuring their images and preference and to classify them into clusters. Data were collected via a questionnaire from seven hundred twenty five Korean undergraduate students. Re experimental materials were forty eight stimuli of Korean traditional motifs with different categories, interpretation types, composition types, and application objects. The instruments consisted of 7-point polar semantic differential scales of twenty three bipolar adjectives including preference. Data were analyzed by correspondence analysis, cluster analysis, ANOVA and Duncan's multiple range test. Re major results are as follows; image scales for textile patterns and dress designs using Korean traditional motifs were constructed. The axes of sensibility image scales for both textile patterns and dress designs were defined by quality level and degree of simplicity. Second, four clusters on the scale of textile patterns and two clusters on the scale dress designs were identified. Third, in the case of textile Patterns, the preferred cluster had high-quality and classical images, while the cluster that was not preferred had a complex image. In the case of dress designs, the preferred cluster had simple and high-quality images, while the cluster that was not preferred had complex and low-quality images.

• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.7
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• pp.976-986
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• 2000

The purpose of this study is to clarify the relationship between the visual sensibility and the decorative design of clothing. 41 kinds of costume samples have been selected from photographs in fashion magazines under detail and trimming, and divided into three types according to line, shape, and form. I have measured these images by using Semantic Differential method. The obtained data were analyzed by factor analysis ANOVA, discriminant analysis, regression analysis and MDS. The results of analysis are as follow; 1. Factor analysis has extracted five factors which consist of decorative design sensibility. These factors are Attractiveness, Hardness and Softness, Rhythm, Decorativeness, Cuteness. 2. There were significant differences in visual evaluation of decorative design and demographics 3. The discrimination among formative designs was closely related to decorative image, especially between line and form. 4. The Image effect on Preference, Buying needs, Riches and Pleasant was consist of complicated sensibility. 5. Evaluative dimensions of decorative design were identified by Simple-Complicated, Cubic -Plane perceptive image differed in degree of similarity in spite of same formative design.

• Journal of Fashion Business
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• v.9 no.4
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• pp.161-169
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• 2005

The purpose of this study was to examine effectiveness of congruence between brand image and advertisement model on fashion advertisement effect. 206 female college students were surveyed for this study. For this study, three hypothesis were set up as follows: First, if fashion brand image and advertisement model image are in congruence, consumers' product preference would be higher, compared to in disharmony. Second, if fashion brand image and advertisement model image are in congruence, consumers' advertisement attitudes would be higher, compared to in disharmony. Third, if fashion brand image and advertisement model image are in congruence, consumers' purchasing intention would be higher, compared to in disharmony. As the results, three all hypothesis were accepted. Based on these results, fashion marketing strategies regarding advertisement would be suggested.

• Journal of the Korean Society of Costume
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• v.50 no.2
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• pp.151-165
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• 2000

This study was to find out clothing design preferences, according to the clothing self-image of elderly women and to grasp the variety on clothing of elderly women and thereby to help in merchandise production planning and putting the brands into markets and to provide data for establishing a sales strategy a d to itemize women with the goods which can satisfy the desire and taste of consumer groups in the quality market. For this purpose , various researches as above were conducted .The object of this study was a total of 488 elderly women above full 55 from an elderly women and who lived in downtown Pusan. The data were analysed by using MANOVA, ANOVA , factors analysis and frequency analysis, and the Cronbach α was also applied . The conclusions made based on the theoretical background and the result of questionnaire surveys are as follows ; 1. The realistic self-image of clothing showed a similar pattern by age. 50's and 60's showed little difference by item but 70's was greater in variation between items compared to 60's. The response to each item was that most people answered "common" and they showed a pattern that responded low only in items of 'colorful' , individualistic', 'susceptible to fashion'. A similar pattern was shown by age band also in the ideal self-image and the response to each item appeared higher than in the realistic self-image , and also in items of 'colorful', 'individualistic ' , 'susceptible to fashion' the response appeared low and showed a unity. 2. The results of clothing design preferences examined on the self-image according to age are as follows ; 1) Fro jacket in the realistic self-image , 50's and 60's preferred 'tailed collar' , 'set-in sleeve', 'hips long' and 'plain jacket' and 70's agreed to the design preferences in the items except 'open collar' and also in the idealistic self-image , the degree of preference was same. 2) For skirt in the realistic self-image , 50's and 60's preferred 'tight skirt', 'normal length' , 'plain skirt' and it was appeared that 70's preferred 'pleat skirt' , 'medium length' , 'plain skirt'. Also in the idealistic self-image , the degree of preference was same. 3) For blouse in the realistic self-image, 50's preferred 'open collar', 'round neck line' , 'long set-in sleeve' , 'plain separation belt', 'open front', 'zipper' ad 60's agreed to the favorite designs with 50's except puff sleeve, and 70's appeared to prefer fastening buttons without belt. In the designs preferred in the idealistic self-image, 50's agreed with 50's of the realistic self-image and for 60's , the designs except puff sleeve type and no belt type agreed to 50's and 70's except puff sleeve agreed with 70's of the realistic self-image in their design preferences.

• Journal of the Korean Home Economics Association
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• v.36 no.12
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• pp.105-114
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• 1998

The objectives of this study were to classify the contents of clothing image preferences, and to examine how clothing image preferences vary according to extroversion-introversion, gender, and age. Subjects for the study were 627 men and women ranging in ages from teens to forties in Kwangju City, Korea. The results of the study were as follows; 1) Four factors of clothing image preference derived by factor analysis : F. 1 'peculiar image' ; F. 2 'noble image' ; F. 3 'bright image' ; F. 4 'sprightly imagel'. 2) The interaction between extroversion-introversion groups and gender groups was significant for sprigtly images. The men of extroversion group tended to prefer gentle images, while the women of extroversion group preferred sprightly images. 3) The women liked sprightly images more than the men, the liked gentle images more. Women in their 20's liked sprightly image most, but as they grew older they tended to prefer gentle images. 4) The extroversion groups liked peculiar images more than the introversion groups. Teens liked peculiar image more than the others, subjects in their 30's and 40's preferred commonplace images. 5) The extroversion groups liked noble images more than the introversion groups. Women in their 30's and 40's liked popular images more than female subjects in their teens and twenties. Women in their teens and twenties liked popular images more than did the men in the same age group. 6) The extroversion groups liked bright images more than the introversion groups. Men in their teens and 20's liked bright images more than did men in their 30's and 40's. This finding suggests that women liked sprightly and noble clothing images, and men liked commonplace and gentle images. As they grew older, they tended to like commonplace, popular, and gentle clothing images. The extroversion groups liked peculiar, noble, and bright images more than did the introversion groups. The results of this study mean that personality traits such as extroversion-introversion are characteristics that affect clothing preferences, and it is possible to infer people's personality by their attire.

• The Research Journal of the Costume Culture
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• v.26 no.6
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• pp.872-887
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• 2018

This study aims to identify the differences between Korean and Chinese and males and females in terms of female image preferences. The survey was conducted for 1 month targeting male and female Korean and Chinese subjects. Among the 350 completed questionnaires, 309 were used for analysis. For the analysis, 11 female images were chosen based on theoretical study, then a t-test and a paired t-test were carried out using SPSS 19.0. The results of this study are as follows: First, differences in female image preferences were observed to depend on nationality and gender. Koreans prefer urban images while Chinese prefer cute, intelligent, and sexy images. Second, males prefer innocent or sexy images, while females prefer sophisticated images. Third, Korean males prefer innocent, active, sophisticated, gentle, cute, sexy, urban, natural, intelligent, spectacular, and neutral images in order. Chinese males prefer gentle, innocent, sexy, active, sophisticated, intelligent, cute, natural, urban, spectacular, and neutral images in order. Fourth, Korean females prefer sophisticated, gentle, urban, natural, intelligent, innocent, active, sexy, cute, spectacular, and neutral images in order. Chines females prefer sophisticated, intelligent, cute, gentle, innocent, active, natural, sexy, urban, spectacular, and neutral images in order. Using these results, it will be possible to design marketing strategies for global consumers.