• The Research Journal of the Costume Culture
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• v.21 no.6
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• pp.827-843
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• 2013

The purpose of this study is to identify the antecedents of the attitudes toward purchasing fast fashion brands and the frequency of purchasing fast fashion brands. As antecedents, a few brand-related variables and a consumer-related variable were considered. Perceived perishability, perceived scarcity, perceived quality, and perceived low price were included as brand-related variables and congruity between self image and fast fashion brand image was included as a consumer-related variable. It was hypothesized that both brand-related and consumer-related variables directly influence the attitudes toward purchasing fast fashion brands and then influence the frequency of purchasing fast fashion brands. Data were gathered by surveying university students in Seoul, using convenience sampling. Two hundred twenty seven questionnaires were used in the statistical analysis, exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS. The results showed that all the fit indices for the variable measures were quite acceptable. In addition, the overall fits of the model suggest that the model fits the data well. The hypothesized relationship test proved that perceived perishability, perceived quality, and congruity between self image and fast fashion brand image influence the attitudes toward purchasing fast fashion brands and then influence the frequency of purchasing fast fashion brands. The results suggest some effective marketing strategies for marketers in the fast fashion industry.

• Journal of Korean Society for Atmospheric Environment
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• v.30 no.1
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• pp.26-36
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• 2014

The uncertainty assessment is important to improve the reliability of emission inventory data. The DARS (Data Attribute Rating System) have recommended as the uncertainty assessment technic of emission inventory by U.S. EPA (Environmental Protection Agency) EIIP (Emission Inventory Improvement Program). The DARS score is based on the perceived quality of the emission factor and activity data. Scores are assigned to four attributes; measurement/method, source specificity, spatial congruity and temporal congruity. The resulting emission factor and activity rate scores are combined to arrive at an overall confidence rating for the inventory. So DARS is believed to be a useful tool and may provide more information about inventories than the usual qualitative grading procedures (e.g. A through E). In this study, the uncertainty assessment for 2009 CAPSS (Clean Air Policy Support System) emission inventory is conducted by DARS. According to the result of this uncertainty assessment, the uncertainty for fugitive dust emission data is higher than other sources, the uncertainty of emission factor for surface coating is the highest value, and the uncertainty of activity data for motor cycle is the highest value. Also it is analysed that the improvement of uncertainty for activity data is as much important as the improvement for emission factor to upgrade the reliability of CAPSS emission inventory.

• Journal of Information Technology Services
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• v.19 no.3
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• pp.75-87
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• 2020

This study empirically investigates the design factors that could engender positive impacts on consumers' user experiences with respect to trust, attitude, and intent to purchase a product promoted in the virtual reality (VR) e-commerce environment. Guided by previous literature, we specifically test the role of schema congruity due to the design of the space and virtual agent on trust, attitude, and purchase intention in the context of VR e-commerce. To test the effect of the congruency between user's schema and virtual environment design on user intentions, a 2 × 2 mixed ANOVA design experiment was conducted with place creativity (Low vs. High) as a within factor and workplace attire (Casual vs. Formal) as a between factor. The result showed support for the effect of schema congruity on trust, in that interaction of the two factors were found. Significant positive relationship between trust, attitude, and purchase intention was found. Further implications are discussed based on results.

• Journal of Labour Economics
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• v.40 no.4
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• pp.61-89
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• 2017

The purpose of this study is to analyze the effect of sex of supervisor on the stress and promotion of Korean women workers in the workplace using the Korean Women Manager Panel. The results demonstrate that when the direct boss of female workers was female, stress in the workplace was high and the promotion rate of staff and assistant managers was low. According to the theory of queen bee phenomenon and role congruity theory, a structure of glass ceiling and the male-dominated working culture does not require positive qualities of female leadership but requires a high recognition standard or competitiveness. It can be interpreted that the female worker with the female supervisor showed more stress in the workplace and the probability of female promotion in staff and assistant managers is low.

• Korean Journal of Human Ecology
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• v.14 no.6
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• pp.985-994
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• 2005

The objective of this study was to investigate differences in clothing behavior and individual characteristics of female college students by their body cathexis and clothing attitude. The college students selected by random sampling were classified into four groups by their body cathexis and clothing attitude: positive congruity(positive body cathexis and clothing attitude, G1), positive incongruity(negative body cathexis and positive clothing attitude, G2), negative congruity(negative body cathexis and clothing attitude, G3), negative incongruity(positive body cathexis and negative clothing attitude, G4). The results were as follows: G1 was high in both public and personal self-esteem and self-image, extroverted, refined and impulsive. G2 were fashion opinion leaders, highly uneasy about society, highly impulsive, modem, peculiar, creative and introspective. G3 was highly uneasy about society, low in self-esteem, and less impulsive. G4 was low in both public self-esteem and fashion innovation, and avoided impulsive buying.

• Journal of the Korea Fashion and Costume Design Association
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• v.8 no.1
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• pp.13-24
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• 2006

The college students selected by random sampling were classified into four groups by their body cathexis and clothing attitude to investigate differences in the consumer's Impulse-Buying in a negative consumer situation. Consumer cluster were classified into four groups: positive congruity(G1), positive incongruity(G2), negative congruity(G3), negative incongruity(G4). The result are as follows: G1 had high impulse. After Impulse-buying in a negative consumer situation they had negative attitude. G2 tends to do Impulse-buying a lot in a negative consumer situation. G3 had low impulse. After impulse-buying in a negative consumer situation they had both positive and negative attitude. After impulse-buying, G4 had negative and they tend to do a pure impulse buying in a negative consumer situation. As a result, the buying-impulse could cause the impulse-buying.

• The Research Journal of the Costume Culture
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• v.14 no.3 s.62
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• pp.497-513
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• 2006

The women selected by random sampling were classified into four groups by their body cathexis and Make-up attitude in order to investigate differences in Maslow Need and Make-up behavior. Cluster was classified into four groups: positive congruity(G1), positive incongruity(G2), negative congruity(G3), negative incongruity(G4). The result are as follows: Four groups showed meaningful difference each other between the peculiarity of need. That is, this thesis examined the strength of seven needs and found out that G1 group had the strongest needs in seven ones, comparing with four groups. Next, this thesis found out that G2 had the strongest ones in belonging need, self-respect need, and aesthetic need, and that G4 had the strongest ones in physiology need, self-realization need, and recognition need. So it showed somewhat a little difference among groups. G1>G2>G3>G4, in order, emphasized fashion, alignment, ostentation, and tool in Make-up behaviors, and customs, and G1>G2>G4>G3, in order, emphasized respective peculiarity.

• Journal of the Korea Fashion and Costume Design Association
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• v.17 no.3
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• pp.225-240
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• 2015

This study aims to identify the factorial constructs of the relational benefits perceived by consumers of outdoor wear brands and their impacts on the consumers' trust in and satisfaction with outdoor wear brands. An online survey was conducted with females and males between the ages of 20 and 50 who have experienced buying outdoor wear brands. A total of 420 responses were analyzed by factor analysis, a reliability test, and multiple regression analysis. The results of this study were as follows: first, the results of factor analysis and the reliability test on the relational benefits perceived by outdoor wear brand purchasers clearly showed conceptual constructs that included informational benefits, social benefits, and psychological benefits. The sub-dimension of perceived relational benefits had significant effects on brand trust and satisfaction. Specifically, respondents revealed that they had higher brand trust if they felt psychologically comfortable, were offered useful information by outdoor wear brands, and had a favorable relationship with salespeople when they bought outdoor wear merchandise. Secondly, influences of perceived relational benefits on brand trust and satisfaction were not shown to differ depending on the congruity between outdoor wear brands and the purchaser's self-image. On the other hand, factors of perceived relational benefits revealed to differently have effects on brand trust and satisfaction depending on respondents' gender and age. Practical implications to understand outdoor wear target customers' relational benefits, self-image congruity and demographic characteristics and to enhance trust and satisfaction with outdoor wear brands are proposed.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.5
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• pp.784-796
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• 2010

Consumers focus on information about the symbolic meaning of a product for highly involved and emotional products (such as cosmetic products). This study examines the effectiveness of the congruence between cosmetics advertising image and self-image on consumer attitudes. In addition, this study examines two additional moderating effects, which are 'product type' and 'message type'. For the experiment, four advertizing type factorial designs were performed. A total of 320 undergraduate female students in Korea participated in the experiment. This study captured the subjective judgments of consumers on these three comparisons in terms of advertizing attitude, brand attitude, and purchase intention. The results are as follows: First, the greater the self-congruity on cosmetic advertising, then the greater the effectiveness on advertizing attitude. Second, the increased self-congruity on cosmetic advertising did not create greater effectiveness on brand attitude. Third, increased advertizing attitudes on the congruence between cosmetics advertising image and self-image increased the effectiveness on brand attitude. Fourth, increased advertizing attitudes on the congruence between cosmetics advertising image and self-image improved the effectiveness on purchase intention. Fifth, the greater the brand attitude (on the congruence between the cosmetics advertising image and the self-image produced)increased the effectiveness for purchase intention. The results show a significant moderating role of the product type. Marketers can use the results of this study to understand the market of cosmetic products for promotion.

• Fashion & Textile Research Journal
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• v.23 no.5
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• pp.611-623
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• 2021

In the era of COVID-19 and advanced ICT technology, retail technologies such as those that use virtual reality(VR) have been drawing significant attention in the fashion industry. This study investigated the impact of shopping motivation and telepresence on consumer attitude, trust, and behavioral intentions in VR fitting room application environments. An online survey was conducted on female consumers in their 20s and 30s after exploring a VR fitting room application. Overall, 225 responses were used for the analysis. The study demonstrated that usefulness had a significant effect on attitude toward product (ATP) and trust toward app (TTA), while enjoyment had a significant effect on ATP, but did not significantly affect TTA. Telepresence did not significantly affect TTA, but had a significant influence on ATP and behavioral intention. TTA had a significant influence on ATP, and both ATP and TTA had significant effects on behavioral intention. Moreover, the effects of usefulness, enjoyment, and telepresence on ATP, TTA, and behavioral intention were significant, as the self-congruity between consumers and avatars increased. The application of the motivation theory and technology acceptance model offers theoretical perspectives for understanding VR fitting room application users' attitudinal and behavioral responses in mobile shopping environments. In addition, this study provides practical implications to mobile retailers that utilize advanced technologies.