• The Research Journal of the Costume Culture
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• v.21 no.3
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• pp.440-451
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• 2013

Because of the e-shopping market consumers now have diverse options to choose when placing their orders, and find it easy to obtain the required information through the Internet. Especially, for consumers, product reviews posted on an e-tailer's website have become more important criteria than such information available elsewhere. Hence, this study investigated the influence of the direction and evaluative contents of online reviews on consumer attitudes toward clothing products. Four types of online reviews based on direction (positive/negative) and evaluative content in review information (objective/subjective) were used in the experimental design. Further, stimulus reviews were developed. Credibility, usefulness of reviews, product preference, and purchase intention were the measured dependent variables in each of the four situations of online review presentations. The results indicated that, overall, positive and objective online reviews resulted in a higher level of consumer attitude. The content in these reviews had a relatively stronger influence than the direction on attitudes toward online reviews. Overall, objective reviews generated a higher level of credibility and usefulness of information than subjective reviews. Regarding subjective reviews, negative information was more related to credibility, whereas positive information was more related to usefulness. Further, positive information had a higher influence than negative information on consumer attitudes.

• The Research Journal of the Costume Culture
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• v.27 no.2
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• pp.181-192
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• 2019

The growth of cheap, industrial, mass-production-so-called "fast fashion"-has led to dramatic increases in levels of consumption. Inexpensive products tend to foster unsustainable consumption behaviors, which negatively impact the environment and increase pressure to obtain goods at lower and lower prices; this, in turn, has the competitive effect of decreasing wages. This study focused on the concept of socially responsible consciousness in relation to fashion products. Environmental and labor issue concerns were employed as major variables. Empirical data were collected from males and females, between the ages of 10 and 50. Demographic differences were found in SR consciousness. For example, participants in their 10s, 40s, and 50s had higher levels of SR consciousness than those in their 20s and 30s. In addition, consumers' levels of environmental and labor issue concerns had varying effects on the criteria they used to select clothing. Product category type was also an influential factor. Moreover, the analysis showed that SR consciousness was less important in the apparel industry than in the food sector. The study also found an attitude-behavior link in relation to the concept of SR consciousness. The link was stronger for environmental concerns than for labor issue concerns. This study aimed to develop a better understanding of current customers' characteristics and levels of SR consciousness.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.5
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• pp.690-700
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• 2004

The purposes of this research were to segment consumer groups according to sportswear benefits sought and to find the differences among the groups in regard to domestic vs imported brand attitudes, internet vs department store attitudes, and sportswear purchasing behavior. The subjects used for the research were 773 male and female consumers who were residents in Seoul. The data were analyzed by factor analysis, cluster analysis, ANOVA, and Duncan test. The results showed that there were four sportswear benefit segments: figure compensation/ ostentation, individuality, comfort/function, and youth-oriented groups. Statistical analyses showed that the four sportswear benefit segments were different in regard to imported brand attitudes, department store attitudes, and sportswear purchasing behavior. For example, figure compensation/ ostentation segment had more positive attitude toward imported brands and department stores, considered design and advertisement important as sportswear selection criteria, and had a highest expenditure on sportswear purchase. The implications of the research were discussed.

• Journal of the Korean Home Economics Association
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• v.39 no.11
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• pp.145-160
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• 2001

The purpose of this study was to classify consumer groups according to shopping attitude and analyze buying intention and evaluation criteria of apparel product, opinion to CATV home shopping among consumer groups. The subjects of this study were 270 women living in Chonbuk and Chonnam regardless their experiene in CATV home shopping. For data analysis frequency, percentage, mean,1-test, factor analysis, Cluster Analysis, Duncan Multiple Range test, were conducted. The results were as follows; First, the type of shopping attitude were classified into the following subdivisions: merchandise assortment oriented type, adventure oriented type, indifferent type, economy oriented group, recreational oriented group. Second, shopping attitude were shown to have the significant differences according to education, the structure of family, working in double hamess. Third, the significant differences among the classified shopping attitude groups were found in buying intention, evaluation criteria of apparel product, and opinion to CATV home shopping.

• The Research Journal of the Costume Culture
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• v.21 no.5
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• pp.671-683
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• 2013

The purpose of this study was to identify middle-school boys' purchase behavior according to their shoes shopping orientation. A self-administered questionnaire was used to collect from 314 subjects. Factor analysis, Chi-square test, and one-way ANOVA were done using SPSS PC (Ver. 18.0). Most middle-school boys selected shoes that were 255~270mm, possessed on to two pairs of school shoes, searched for information for about five days before purchase, had spent 50,000~150,000 won on one to two pairs of shoes during the previous six months, saw design, comfort, and brand as their selection criteria, chose their shoes by themselves, shoes specialty stores, had favorite brands, preferred athletic shoes made of achromatic canvas, and bought new shoes when their old ones wore out. Factors of shoe shopping orientation were fashion and brand, economy, conformity, and comfort, and students were grouped into an active shopping group, an underdeveloped shopping orientation group, and a value pursuit group. The active shopping group bought more shoes, spent more on shoes, selected their shoes themselves, patronized discount shoe stores or specialty stores, and preferred national brand shoes. The underdeveloped shopping orientation group accepted their friends' opinions when selecting shoes and bought cheaper shoes. The value pursuit group accepted their parents' opinions when selecting shoes, patronized internet shopping malls or traditional markets, and selected cheaper shoes. The shoe shopping orientation of middle-school boys was immature, but they showed strong consumption needs.

• Journal of the Korean Society of Costume
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• v.50 no.8
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• pp.99-111
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• 2000

The purposes of this study were to segment the elderly women's apparel market according to their benefits sought and to develop the profiles of each segment. Questionnaire survey was done to 500 elderly women aged over 55 in Chonbuk province from Mar. 1. to Mar. 15, 2000, and 360 questionnaires were used. Frequencies, percentages, means, factor analysis, cluster analysis, $\chi$$^2$-test, and ANOVA were done with SPSS Win+. Duncan's Multiple Range test was followed. The factors of clothing benefits ere consisted of fashion, brand loyalty, economy, practicality, activity, and utility. The elderly women segmented into 4 groups of the reasonability pursuit, th economy & practicality, the benefit unconscious, and the fashion & brand pursuit. The fashion information sources were divided into mass communication-dominated source and point-of-purchase & consumer-dominated source. The factors of store patronage criteria were divided into product assortment, convenience, and additive service. The economy and practicality pursuit selected their clothing with the help of others, used any kind of information sources less, considered convience of the store more, shopped at traditional market, group size was the biggest, was the oldest, and educated less. The reasonability pursuit selected their clothing by themselves, used all kind of information sources, considered many facets of stores, shopped at department store, was younger, healthier, educated more, and lived with husband more. The benefit unconscious spent less money to their clothing, lower usage of information sources, selected their clothing with the help of others, considered all facets of stores less, shopped at moderate or volume zone apparel market or traditional market, was older, healthy, and involved the widowed more. The fashion and brand pursuit spent more money to clothing, considered the product assortment or additive service of store more, shopped at department store, and selected their clothing by themselves, group size was the smallest, was younger educated more, healthy, and showed a tendency of living with husband.

• Journal of the Korea Fashion and Costume Design Association
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• v.14 no.1
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• pp.43-59
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• 2012

The purpose of this study was to compare knitwear design preferences and purchase behaviors of university students by sex. The subjects were 493 university students in Daejeon and Gongju provinces. The research method was a survey and measurement instruments were 16 stimuli which were manipulated of knitwear shape and self-administrated questionnaire (knitwear design preference items, knitwear favorite image items, purchase behavior items and subject' demographic attributions). Data were analyzed by factor analysis, frequency analysis, t-test, Cronbach' ${\alpha}$ using SPSS program. The results of the study were as follows. First, as for pullover designs according to pullover shape factors, male preferred classic design with normal round neck, set-in sleeves and normal length, whereas female preferred various designs with normal round, normal V or deep V neck, set-in sleeves and normal or long length. Second, there was significant difference by sex in knitwear patterns and materials. Male preferred geometric patterns and 100% cotton, whereas female preferred natural patterns and blended cotton. Third, 4 factors were emerged on knitwear favorite images(casual image, modem classic image, active image and characteristic image). Especially, there was significant difference by sex in active image. Male preferred active image, whereas female did not. Fourth, as for knitwear purchases, male considered fitting as important purchase criteria, whereas female considered design or style. Male used department stores for purchasing, whereas female used Bosejeom for independent fashion. Male preferred high quality knitwear to female.

• The Research Journal of the Costume Culture
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• v.19 no.6
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• pp.1288-1301
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• 2011

The purpose of this study was to observe a case study of pop-up stores in an apparel company in Korea in order to evaluate different feel and to determine the purchase behavior of pop-up visitors of three major fashion brands. This research was conducted through secondary data collection and primary data collection. A survey was conducted among NIKE, KUHO, and PUMA pop-up store visitors who were 20 to 40 years old, via questionnaires. Data were collected on-line and off line at the pop-up store. Data were analyzed using SPSS program. Through data analysis, we learned that most of the study participants were captivated by the digital elements in the environment of the NIKE pop-up store. Puma, the second most favorably ranked, was favored for its interior design. Meanwhile, KUHO stimulated its customers with its limited edition fashion products at a good price. Several feels of visitors about the pop-up stores were significantly different among the 3 different brands. There was a significant difference in purchase criteria, such as brand recognition, size, and design among visitors of the three different brands. Visitors who preferred KUHO considered design of products more than NIKE-preferred visitors. In conclusion, the clothing pop-up stores have the possibility of satisfying consumers' desires. Each brand can achieve a good performance in promotion with a differentiated strategy.

• Journal of Fashion Business
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• v.12 no.4
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• pp.88-98
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• 2008

In order to improve the problems with obese women's ready-to-wear by age range, this study surveyed the actual clothing purchase and wearing of women in their 20s and 30s with normal and obese body types, and compared and analyzed their satisfaction with ready-to-wear by age and body type. First, for normal body types, both women in their 20s and 30s use department stores the most. Meanwhile, obese women in their 20s make most of their purchases at internet shopping malls, while those in their 30s mostly go to department stores. For criteria for purchasing clothing, normal women both in their 20s and 30s value design most whereas, obese women put size and fit before design regardless of their age. Normal women in their 20s and 30s both were most unsatisfied with standardized design because they could not find designs they wanted. Obese women in their 20s and 30s also showed disapproval of unvaried sizes, indicating a distinct difference in body types and age. As well, the study found that both normal and obese women wear casual style the most, followed by semi-formal style. Also, regarding the images they were seeking when wearing clothing, the normal women wanted to look fashionable, while obese women wanted to look slim, regardless of age. Both body-type groups generally like preferred semi loose-fits the most, followed by tight-fit. They however, dislike relaxed loose-fitting.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.8
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• pp.1128-1140
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• 2002

As consumers' alternatives in fashion store selection increase, they select different store types to purchase different product types. Therefore, the probability of patronage mix behavior according to product type increases. Understanding consumers patronage mix behavior, finding out the determinant attributes of fashion stores for each product type are important to retailers and marketers for building a successful merchandising and marketing strategies. Most of the previous researches in store selection and patronage assume consumer behavior as single store patronage, and thus relatively little is known about patronage mix behavior. Also, little attention has been given to product characteristics as an important variable in store patronage behavior. The purposes of this study were to determine the effects of product characteristics in consumers patronage mix behavior. In this study, a theoretical model including product characteristics as an intervening variable between store attributes and patronage behavior was developed. A Questionnaire was developed and data were collected form 464 adult women living in Seoul area in Korea. Factor analysis, paired t-test, ANOVA, Duncan test and discriminant analysis were employed to analyze the data. As a result, the suggested model was partially verified. First, the product characteristic was found to have an effect on perceived importance of store attributes and on determinant attributes of stores. Consumers were found to use different evaluative criteria for store attributes when they purchase different product types. Second, the perceived importance of store attributes was determined by consumer characteristics as well as product characteristics. Third, the determinant attributes in store selection were affected not only by the perceived importance of store attributes but also by the type of product to be purchased.