• 한국의류학회지
• /
• 제35권3호
• /
• pp.281-291
• /
• 2011

This study investigates the influence of self-efficacy in purchasing clothes in the consumer satisfaction formation process. A survey was conducted on 300 adults living in the Seoul and Gyeonggi area and 231 completed questionnaires were used for analysis. The survey questionnaires measured the respondent's self-efficacy in purchasing clothes, expectation, perceived performance, expectation confirmation, and satisfaction level. The data were analyzed by moderated regression analysis. The results are as follows. First, for apparel products, perceived performance, and expectation confirmation have a direct effect on consumer satisfaction, while expectation has no direct effect on consumer satisfaction. This finding agrees with the results reported in a previous study on consumer goods with low ambiguity in assessing products and services including sneakers, underwear, cereals, and financial services. Second, the lower the self-efficacy in purchasing clothes, then the increased effect of the expectation confirmation that influences consumer satisfaction. However, the self-efficacy in purchasing clothes did not show any moderating effect on the perceived performance affecting the consumer satisfaction. The self-efficacy in purchasing clothes seems to have a moderating effect on the consumer satisfaction formation process by affecting the ambiguity in pre-purchase product assessment and not in post-purchase product evaluation.

• 한국의류학회지
• /
• 제43권5호
• /
• pp.634-648
• /
• 2019

Self-service technologies (SST) are rapidly changing the way customers participate in the purchasing process. Academic literature has focused on the acceptance of SSTs. However, this study explored consumer's cognitive response and purchase intentions through service qualities of SST as well as how they are moderated by technology anxiety and other people's presence based on TAM3. An online survey collected 279 consumer panels. All responses were used for the analysis and analyzed statistically through SPSS 23.0. The results indicate that only enjoyment and control had a significant effect on warmth perception; however, all service qualities had significant effects on competence perception. The perceived warmth and perceived competence partially mediated the relationship between SST service qualities and purchase intention. The moderating effect of technical anxiety was shown to be significant in the relationship between perceived competence and purchase intention. In addition, technology anxiety had a moderating effect on the relationship between competence perception and purchase intention only in a public situation.

• 한국의류학회지
• /
• 제34권9호
• /
• pp.1515-1526
• /
• 2010

Consumer expectations for ethical businesses have become increasingly high in recent years; the fashion industry is working to implement greater corporate social responsibility (CSR). This study establishes the effects of the evaluation for participation in fashion brand CSR on perceived purchase values. In particular, the process for the evaluation for participation that affect the perceived purchase value through consumer-brand identifications (personal/social) was verified and how the consumer regulatory focuses would influence this process was identified. For this study, an on-line survey was conducted that included a series of filtering questions that measured the level of social concern of respondents. Valid data from 505 female consumers were analyzed for the structure equation modeling. The empirical results suggested that the evaluation for participation in fashion brand CSR positively affected the two dimensions of consumer-brand identification; personal identification and social identification. In addition, consumer-brand identification played a role as a mediating variable in the path to influence the perceived purchase values of CSR brands. Lastly, there were differences in reactions to CSR activities by consumer groups with different regulatory focuses. The effect of the evaluation for participation in fashion brand CSR was shown to be higher for consumers with promotion focuses than on consumers with prevention focuses. The results of this study will help fashion companies understand the importance of the consumer participation in CSR by having consumers participate in ethical consumption.

• 복식문화연구
• /
• 제15권3호
• /
• pp.472-482
• /
• 2007

This study is designed to examine differences in the well known relationship between risk perception and purchase intention when shopping fashion products Online. In addition, the role of attitude in the process was investigated. 155 Korean college students and 165 U.S. college students participated in the study. Structural equation modeling with risk factors(product delivery, transaction, service) as antecedents, purchase intention as the consequence, and attitude as the mediating variable were analyzed. Results indicated that, for Korean respondents, product delivery risk and transaction risk had significant indirect effect on purchase intention through attitude. Service risk had significant direct effect. For U.S. respondents, product delivery risk had both direct and indirect effect on purchase intention whereas transaction risk had only indirect effect. Service risk did not have significant influence on purchase intention.

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

• 한국의류학회지
• /
• 제34권12호
• /
• pp.1992-2005
• /
• 2010

Emotion directly affects consumer buying behavior. This study examines Chinese consumers' emotion elicitation process toward a U.S. apparel brand in the Chinese market. Employing a cognitive appraisal theory, this study proposed and tested a conceptual model incorporating three factors of consumer global orientation as antecedents of consumer emotion and purchase intention as a consequence of emotion. Among the ten proposed hypotheses, eight were supported. Of the three antecedents of consumer emotion, exposure to global mass media and cultural openness positively increased Chinese consumers' appraisals of a U.S. apparel brand. Unlike these two antecedents, the effects of exposure to mass migration on consumer appraisals were found to be non significant. The relationships between appraisal dimensions and positive emotion were all supported. Finally, this study confirmed that positive emotions increased Chinese consumers' purchase intentions of a U.S. apparel brand. Theoretical and managerial implications were discussed based on the findings.

• 한국의류학회지
• /
• 제34권2호
• /
• pp.345-356
• /
• 2010

This study investigates the present conditions of hospital clothes management. A survey was conducted with 72 respondents from 28 different hospitals in April and May 2009. Data were analyzed with descriptive statistics and correlations using PASW 17.0. The results were as follows: (1) Administrators, nurses, and outside specialists took part in the clothes management process. The administrators participated in the process of purchase determination. Nurses involved in the design, size selection, and outside specialists were responsible for routine management. (2) Most clothes were planned through the discussions between hospitals and manufacturers. Price was the most important element to determine the purchase of clothes. Size systems were various depending on the conditions of the hospital according to the number of beds. (3) Laundry duties were performed by the hospitals themselves or in specialized laundry plants. In addition, the hygienic condition of clothes management were satisfactory. (4) Patient gowns were evaluated positively, yet some complaints from patients were reported. (5) Various medical supplies were used and were uncomfortable related to textile and fitting problems. Future research themes are suggested based on these results.

• 복식문화연구
• /
• 제25권6호
• /
• pp.831-846
• /
• 2017

Considering that the effectiveness of ads varies according to the credibility of consumers, it is necessary to establish data regarding consumer credibility in relation to online reviews. To conduct a successful study on the marketing strategies of online reviews, it is also necessary to analyze the relationship between credibility and the various factors that influence the purchase intentions of consumers. Therefore, this study attempted to examine the relationship between consumer trust of on-line reviews, brand preference, ads credibility, and purchase intentions in relation to cosmetics. The study was conducted through a normative descriptive survey method using stimuli and a self-administered questionnaire. Analysis of the structural equation model was conducted for the data analysis. The results revealed that consumer reliance on online reviews of cosmetics influences brand preference, credibility of brand ads and purchase intentions. The results also revealed that consumers' on-line reviews, brand preference, and trust of brand ads are important factors for increasing the purchase intentions. The mediation effect of brand preference and brands' ads credibility were found in the process where on-line reviews exercise an influence on the purchase intentions. It was also found that brand preference has a stronger influence on purchase intention than credibility of brand ads. It was discovered that the credibility of on-line reviews directly influences purchase intentions more than indirectly influences. Considering the results of this study, programs that encourage customers to post on-line reviews, and strategies to promote brand preference by targeting groups that exhibit high trust in online reviews would be recommended.

• 한국가정과교육학회지
• /
• 제29권3호
• /
• pp.161-183
• /
• 2017

본 연구는 2009 개정 기술 가정 교과서 의생활 영역 '친환경적 의생활과 옷 고쳐입기' 단원에서의 지식을 구조화할 수 있는 시각적인 수업전략으로서 개념도 개발에 목적을 두었다. 이러한 목적에 부합하도록 준거설정, 내용분석, 개념추출, 개념도 개발의 과정으로 진행되었으며 내용분석을 위한 분석대상은 2009 개정 기술 가정 교과서 10종이며 개념도 개발은 Cmap Tools V 6.02를 사용하였다. 본 연구의 분석과정과 결과는 첫째, 준거설정 과정에서 분석준거는 2007 개정과 2009 개정 교육과정 성취기준을 기준으로 설정하였다. 둘째, 내용분석 및 개념추출 과정에서는 교과서 분석을 통해 중단원 수준의 학습내용과 목표를 '의복선택과 구입', '의복손질과 관리', '의복수선과 재활용'의 세 가지 범주로 파악하고 일반적이고 포괄적인 중심 개념을 기준으로 세분화하여 개념을 추출하였다. 셋째, 개념도 개발과정은 추출된 개념을 바탕으로 개발되었으며 재검토 과정을 거쳐 수정 보완하였으며 총 10개의 개념도를 개발하였다. 개념도 구성은 '의복선택과 구입'에서 '의복마련계획', '의복구입시 고려해야할 점', '품질표시'의 사이즈, 취급시 주의사항, '의복 손질과 관리'에서 '세탁물 분류하기', '얼룩빼기', '물세탁하기', '의복수선과 재활용'에서 '의복 수선하기', '옷 고쳐입기', '친환경적의생활'로 구성되었다.

• 한국생활과학회지
• /
• 제6권1호
• /
• pp.79-88
• /
• 1997

The postpurchase process is the phase that consumers evaluate products or services while using them. And then, they may experience satisfaction/dissatisfaction and emotions elicited products or services. The satisfaction and emotions may be important concepts in consumer behavior such as brand attitude, purchase intentions and using. The purpose of this study was to examine the effects of emotions elicited clothing products on product satisfaction and using in postpurchase. The subjects in this study were selected 500 females. The data were collected by using questionnaires, and 431 data were analysed. The results were as follows: The emotions in postpurchase process were consisted of three dimensions; unpleasure, pleasure, security/activity. These three emotions had the causal effects on product satisfaction significantly, and the unpleasure influenced stronger than others on satisfaction. In addition, the emotions were related to using and the ownership of clothing products. The emotions of pleasure and the security/activity influenced on the ownership, and the security/activity and unpleasure influenced on using clothing products. Therefore, the results in this study imply that consumption emotions elicited clothing products would be multidimensional, and the emotional factors would be important indicators for explaining the satisfaction. The positive affects were related to using clothes, which is, the consumer would have fulfilled their hedonic desires by wearing clothes. Also, the positive affects would be the basis for marketing strategies of sales promotions in clothing products.