• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.6
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• pp.783-795
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• 2014

This study investigates how the physical attractiveness of salespeople and other customers and self-image congruence influence customer perception and brand attitude. As a result of a pretest, four types of pictorial stimuli were developed: physical attractiveness of salespeople (high/low) ${\times}$ that of other customers (high/low). Stimuli were developed using Photoshop CS. A total of 550 samples in two experiments were used and all respondents were women in their 20s and 30s. Data were analyzed using ANOVA and SEM. The result of analysis shows that the physical attractiveness of salesperson had a significant impact on perceived quality, but that of other customers did not. However, self-image congruence with other customers shows a significant effect on perceived quality; however, salespeople did not. The impact of the perceived product quality on brand attitude is higher than perceived service quality. This study adds to fashion retailing literature by demonstrating that physical attractiveness and self-image congruence can influence a customers' perception of product or service quality and brand attitude. It provides interesting insight into how retailers can use social factors as a strategic tool in a retail setting.

• Korean Journal of Human Ecology
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• v.19 no.6
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• pp.1063-1070
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• 2010

This study examined 12 types of towels with differing fabric material, function, quality, printing, pile length, twist, etc. from a towel company which manufactures and distributes products domestically. After 3 months of use by consumers, a consumer satisfaction survey was administered and results analyzed. Four types of towels were assigned to each group and the towels were used every day for 3 months. Participant feelings after using the towel for the first time and after using it for three months were investigated. The questionnaire consisted of 26 questions on a 5-point Licket-type scale. The first 13 questions measured perceptions of absorption, touch, fine fiber loss, contamination, deformation, drying speed, and design. Other questions compared differences between the two towel types in terms of their material, function, quality, printing, pile length, and degree of twisting. Results showed that, with regards to weight, consumers preferred towels between 130~150g and a thickness of around 1.7~1.8mm. The bamboo towel was considered superior to the cotton towel in terms of sense of touch and did not happen linter after washing. The antibacterial towel was considered better than the cotton towel in terms of absorption but in terms of contamination, participants felt the antibacterial towel became dirty more easily than the cotton towel. We thought that it might be influence of the color of towel. Low-quality towels became stiffer and misshapen more easily than higher-quality towels. But the study showed that the consumers did not perceive significant differences in the towels' quality. Printed towels became thinner and their color changed more with washing. The consumers preferred the design of jacquard towels to printed towels. Towels with short piles was happened more linter than the towel with long pile after washing. Non-twisted towel were better than the highly-twisted towel in terms of sense of touch and absorption but the non-twisted towel happened more linter after washing and became dirty more easily.

• The Research Journal of the Costume Culture
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• v.15 no.6
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• pp.929-938
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• 2007

The purpose of this study was to explore the consumers' purchasing pattern and dissatisfaction with the quality of the jean pants. A total of 695 men and women completed the questionnaire. The questionnaire for the survey measured consumer's jean pants purchasing pattern and dissatisfaction for quality. The results of this study showed that men bought higher priced jeans. Women in their twenties purchased and worn jeans frequently and men and women in age 20s mainly bought jeans at wholesale stores or department stores; but, majority of subjects in their thirties bought jeans at discount stores. Consumer's dissatisfaction with the quality of jean pants was significantly different among the groups by age, gender or their pursuing buying benefit. The men and women in age 30s were dissatisfied with harshness of the denim fabric. The subjects, who highly concerned on the aesthetic value, were dissatisfied with the inconsistence color of the jean pants after washing. Men and women who valued the functional performance of jean pants, were dissatisfied with low sweat absorbancy of jean pants material. The results of this study showed that the consumer's buying pattern for jean pants were differentiated by their age and gender. These results imply that jean pants manufacturers should develop jean pants to meet the needs of their target market. The jean pants, which were manufactured for discount stores, should be made of fabrics with good sweat absorbancy and soft hand. The fashion jean pants, which were targeted for women seeking aesthetic values, should be improved to maintain color consistency of the fabric.

• The International Journal of Costume Culture
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• v.9 no.1
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• pp.15-26
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• 2006

The purposes of this study were 1) to identify the dimension of perceived service quality of fashion retail stores in the basis of expanded marketing mix, 2) to investigate the effect of each dimension on long-term orientation/customer satisfaction, trust, commitment and WOM/repurchase intention) on perceived service quality. The questionnaires were administered to 333 women shopped in a fashion retail store in Gwang-ju city. Data were analyzed by using exploratory and confirmatory factor analysis, Cronbach' ${\alpha}$, and multi-regression analysis. The results were as follows: 1) The dimension of perceived service quality based on expanded marketing mix were classified as follow: product, price, place, promotion, people, physical evidence, process services. Long-term orientation was categorized into four factors: customer satisfaction, trust, commitment, WOM/repurchase intention. 2) For the effect of the perceived service quality by dimension, product, people, physical evidence, process services have significant effect on long-term orientation, while price, place, promotion services have not significant.

• Fashion & Textile Research Journal
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• v.7 no.5
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• pp.519-526
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• 2005

The major aim of this study was to find out the influence of brand previous knowledge, previous brand attitude, perceived quality on VMD cognition and attitude. Eight brands were selected as experimental stimuli brands for this study. A total of 320 questionnaires were obtained from college students living in Daegu. Using factor analysis, each of brand previous knowledge, previous brand attitude, perceived quality, VMD attitude were extracted one factor.VMD cognition were divided into 5 factors; Coordination, Attractiveness, Fashionability, Fitness, and Functionality. The results revealed that previous brand attitude and perceived quality affected VMD cognition and VMD attitude, while brand previous knowledge did not affect VMD cognition and VMD attitude. Therefore, when companies related to fashion investigate the effect of VMD, they should consider the previous brand attitude and perceived quality of their brands.

• Korean Journal of Human Ecology
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• v.9 no.1
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• pp.137-152
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• 2000

The purpose of this study was to investigate the disposition of adolescents in their ornament wearing pattern associate with their life style and clothing behavior. The subject of this study consists of 345 middle and high school girls living in Chung-Nam Province and Taejon Metropolitan City. SPSS/PC+ program was utilized to calculated frequency(N), mean value(M) and standard deviation(SD) for statistical analysis. Differences among the populations were examined through f test, ANOVA. The results of this study reveals that the ornaments wearing patterns are significantly different according to their life style and clothing behavior as follows: 1. Correlation between the wear of ornaments and the life style: School girls who pursue the modernistic life style prefer the fashionable ornaments (e.g. sunglasses) and they are always in contact with the latest information. On the contrary, school girls who pursue the practical life style emphasize on the practical use when they purchase the ornaments, e.g. umbrella. School girls having romantic or passive nature have a preference for the brand name and brand image of the ornaments and they in general would like to buy ornaments such as the bracelets. 2. Correlation between the wear of ornaments and the clothing behavior: School girls having sympathetic nature and being deeply interested in clothing put a stress on the latest fashion of the ornaments. They usually want to buy fashionable ornaments such as the cellular phone, beeper and sunglasses. Subjects who estimate themselves by their garments are sensitive to the price of the ornaments while aesthetes emphasize the brand image of the ornaments. Chaste school girls put their emphasis on the quality of the ornaments and they most want to have functional hair bands. Following suggestions can be made based on the discussions above: It is necessary for us to have correct understanding about the correlation between the ornaments and clothing of school girls in order to lead them to have appropriate clothing behavior. Furthermore, it is required to construct a bridge linking a course of study to rational habits guidance which will provide us more appropriate tools for clothing behavior guidance.

• Fashion & Textile Research Journal
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• v.11 no.3
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• pp.417-426
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• 2009

This study is to examine the structural relationships among store choice attributes, consumption emotion, relationship quality, and loyalty of Outlet. The data were collected from customers who have purchased clothing at the fashion outlet stores, For data analysis and structural equation model were analyzed by using LISREL. The subjects were male/female consumer experienced in purchasing clothes at fashion outlet stores. The results of this study are as follows: First, product, advertising, and instore atmostphere had significantly positive effect on consumption emotion. Second, consumption emotion had significantly positive effect on relationship quality(consumer's satisfaction and trust) and loyalty. Third, relationship quality(consumer's satisfaction and trust) had significantly positive effect on loyalty.

• Journal of Family Resource Management and Policy Review
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• v.5 no.1
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• pp.1-13
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• 2001

The purpose of this study was not only to identify real-life conditions of Korean-Chinese in Korea(clothing habits, eating habits, housing habits, economic life and leisure activities) but also to reveal the related variables that shall affect life quality. The subjects were selected from Korean-Chinese in Korea related to ‘Compatriots House’. The survey was conducted from June 20th to July 5th, 2000. A total of 225 questionnaires out of 350 were used as the final data analysis. All data were analyzed using the SAS/PC for frequency, percentage, F-test and Regression analysis. The study revealed the following results. 1. Significant differences were found in life quality of Korean-Chinese in Korea according to age(p<.05), optimum income (p<.001), health condition(p<.001), education level(p<.005), and entry motivation(p<.05). 2. Variable such as optimum income(β=.334) education level(β=-.190), monthly income(β=.170), health condition(β=.151), and self-esteem(β=.133) affected life quality of Korean-Chinese in Korea. Korean-Chinese’s life quality was explained by these variable(35%). The optimum income variable was the primary influential factor.

• The Research Journal of the Costume Culture
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• v.19 no.6
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• pp.1320-1333
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• 2011

The purpose of this study is to investigate high school students' buying attitudes toward school uniform brands according to clothing conformity orientation. For this research, a survey was carried out to 418 boy and girl students in Seoul and Gyeonggi areas. The data analysis of this study was verified by descriptive analysis, factor analysis, reliability tests, cluster analysis, one-way ANOVA with Duncan-test, and ${\chi}^2$-test. The results are as follows. First, high school students preferred and had strong intentions to buy school uniforms of famous leading brands although they were not satisfied with famous brands. Especially, respondents tended to have favorable attitudes toward sophisticated and luxurious designs of famous school uniform brands. Second, respondents who had a conformity to parents tended to follow parents' opinions by purchasing famous brand uniforms. The conformity group of mass media preferred famous brands, and acquired the information about uniforms from various mass media such as television or magazines. A peer conformity group also preferred leading brands. Based on results of this study, curriculum of home education department should consist of contents for inducing rational consumption of uniforms by considering students' inclination of conformity. In terms of marketing perspectives, school uniforms firms need to reinforce strategies to improve products' quality and value for money.

• The Journal of the Korea Contents Association
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• v.9 no.12
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• pp.477-484
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• 2009

It is important for the strategy of service to provide the weather information in the environment that the smart clothing has been changed focusing on the consumer center. Recently, the various applications of smart clothing concept have been presented by researchers and developers. Among them, the smart clothing based on the sensors is most likely to gain the highest demand rate in the market. In this paper, we proposed the life weather index monitoring system using the wearable based smart cap. By wearing the proposed smart cap, the weather status is gathered and its signals are transmitted to the connected UMPC. It can be easily monitored in real time. To provide the life weather index according to the sensors, the weather index was analyzed in terms of 6 factors, such as, the heat index, the food poisoning index, the discomfort index, the ultraviolet index, the water pipe freeze possibility index, and the windchill temperature index. Ultimately, this paper suggests empirical application to verify the adequacy and the validity with the life weather index monitoring system. Accordingly, the satisfaction and the quality of services will be improved the smart clothing.