• The Korean Journal of Food And Nutrition
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• v.20 no.3
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• pp.334-340
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• 2007

The purpose of this study is to analyze silver consumers' life style, and whether silver consumers ’ life style have an effect on purchase satisfaction and repurchase intention of the health functional foods. To this end, a survey was conducted from May 28 to June 20 in 2007, among silver consumer aged in over 50s, on their purchase experience of the health functional foods. The survey was conducted with 326 subjects, and the statistical analysis methods were frequency analysis, factor analysis, and multiple regression analysis. According to the result of this study, First, the silver consumers' life style factors were determined to be health and leisure pursuit, material pursuit, family pursuit, and outgoing challenge pursuit. And purchase satisfaction factors of the health functional foods were determined to be taking after dosage and service, function and purchase, appearance of health functional foods. Second, silver consumers' family pursuit life style and outgoing challenge life style had an effect on taking and service satisfaction, appearance and products satisfaction of the health functional foods. Third, purchase satisfaction had an effect on repurchase intention of the health functional foods. Therefore, this study is significant in that it clarifies the relation of silver consumers' life style and purchase satisfaction and repurchase intention of the health functional foods.

• Korean Journal of Human Ecology
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• v.13 no.4
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• pp.569-579
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• 2004

This study categorizes consumers by the style of consumers' purchase behavior, and examines the differences in consumers' attitudes toward environment and pro-environmental behavior in the stage of purchase, usage, and disposal. The results of this study are summarized below: First, The style of consumers' purchase behavior can be categorized on a basis of four factors: fashioned-demonstrative consumer group focusing on fashion and demonstration effects when purchasing; rational consumer group more likely to concern price, quality, and product function; indifferent consumer group having no interest in purchasing; and fashioned-functional consumer group who values not only fashion but function. Second, the result of investigating the differences of consumers' attitudes toward environment reveals that the level of concern and awareness for environment is highest in rational consumer group, but lowest in indifferent consumer group. Also, it is higher in fashioned-functional consumer group than in fashioned-demonstrative consumer group. Lastly, the level of pro-environmental behavior in the stage of purchase, usage, and disposal is highest in rational consumer group, but lowest in indifferent consumer group. The level of pro-environmental behavior in usage stage is inactive in fashioned-demonstrative consumer group, whereas that in disposal stage is active in fashioned-functional consumer group for fashioned-demonstrative consumer group. It was so, especially in the area of not-being-a-litterbug.

• Journal of Families and Better Life
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• v.25 no.2 s.86
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• pp.23-36
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• 2007

Or this research, it was investigated the differences in the pro-environmental behaviors in purchase, use and management, and disposal of clothing by socio-demographic characteristics and other variables. In addition, it was classified Korean consumers into several comsumer groups based on the different purchase behavior style, and then investigated the difference among these consumer groups in purchase, use and management, and disposal of clothing in light of the pro-environmental behavior. The following is the summary of the main results. First, consumers with high income and ha41g a lot of clothing were less likely to purchase used-clothing while consumers who were non-married and in low-income status were more likely to rent clothing. In additions, female, married consumers, and consumers with less-educated were more likely to manage their clothing frequently. Second, it was classified consumers into several groups based on the different purchase behavior style, these were "rational purchasing", "saving-money purchasing", "regretting for their purchasing", and "over-purchasing". Third, "saving-money purchasing" group showed a high expenditure rate in the purchase of used-clothing but a low rate in "over-purchasing" group. The frequency of management of clothing was the highest in the group of "over-purchasing" and the next in the group of "saving-money purchasing". The group of "over-purchasing" were more likely to show irrational decision-making style, manage and disposal their clothing frequently, "saving-money purchasing" purchased used-clothing frequently, and the level of management of clothing were less in the group of "regretting for their purchasing".

• Journal of Family Resource Management and Policy Review
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• v.13 no.3
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• pp.17-30
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• 2009

This study investigated the relationship between style of purchase behavior and search information, attitude, and behavior for energy saving. In addition, this paper classified several consumer groups based on their different styles of purchase behavior and investigated whether those groups differ in attitude and behavior for energy saving. The following is a summary of the main results. First, consumers were classified according to style of purchase behavior into a rational consumer group, a fashion- or brand-oriented group, a group uninterested in consumption, and a neutrally oriented group. Second, there were no significant differences among the four consumer groups in the amount of information search and the level of communication with other consumers related to energy-saving information; however, there were significant differences in terms of the information sources used. For example, the neutrally oriented group was more likely to use more objective information sources. Third, the level of attitude toward energy saving was more likely to be active when consumers were old and rational. Consumers with a high income, education and experience in energy saving, and an active attitude were more likely to be active in energy saving, especially in the disposal stage of purchase. Finally, attitude toward energy saving was the most influential factor in the level of energy-saving behavior.

• Journal of the Korean Society of Clothing and Textiles
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• v.12 no.3 s.28
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• pp.351-361
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• 1988

The purpose of this study was to investigate the relationships between fashion style adoption and consumers' demographic characteristics, selection criteria and use of fashion information sources respectively and find out how their concerned variables influenced high fashion style adoption. For this study, the questionnaire was administered to a sample of 554 female adults in Kwangju. frequency distribution, Mean, Pearson's Correlation, Analysis of variance and Path Analysis were used fer the statistical analysis. The results obtained were as followers. 1) Level of fashion style adoption showed a normal distribution like a wave. 2) Consumer's demographic characteristics variables, such as age, educational level and income significantly associated with fashion style adoption. Younger consumers adopted tile high fashion style 41)an more aged consumers. while consumers in higher educational and income level adopted high fashion style than consumers in lower. 3) Among individuality, conformity, practicality and economy in selection criterias, only individually and practicality associated with fastion style adoption in clothing purchase. In the case of the high fashion style adoption, purchasing with individuality was increased, while purchasing with practicality was decreased. 4) The use of marketer dominated sources in fashion information sources significantlyassociated with fashion style adoption. In the case of high fashion style adoption, the use of marketer dominated and neutral information sources was higher. 5) The use of marketer dominated information sources had a main effect on high fashion style adoption in clothing purchase. Especially in the group composed of college students and occupational women, individuality and praticality as selection criterias came to be important effects. While in the group composed of housewives and non-occupational single women, age, educational level and income came to be important effects.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.8
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• pp.1239-1247
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• 2002

Consumers' purchase intention related with price reduction is important factor for the successful marketing strategy of electronic commerce as a new marketing channel. Therefore, the purpose of this study was to assess the difference of consumers' attitude(purchasability and perceived need) depending upon purchasing variables, and to investigate how consumers' attitude influence on purchase intention with price reduction in the internet shopping mal1. For research method, 400 questionnaires were distributed to subjects who were 20 to 39 years old; and among the returned questionnaires 347 were usable. Data were analyzed by t-test, regression analysis, frequency with SPSS 10.0. Results of this study were as follows: First the results showed that purchasability and Perceived need affect Purchase intention according to off-price percentage, and brand and clothing style in discount. Second, there were significant differences in purchasability, and perceived need according to off-price percentage, and brand in discounts. However, there were no significant differences in purchasability and perceived need according to clothing style in discounts.

• Journal of the Korean Society of Costume
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• v.20
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• pp.151-167
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• 1993

The purpose of this study is to systematize the theory of the Fashion Marketing and merchandi-sing system as well as the strategy for the Mar-keting based on the related variable. Furthermore, this study deals with development of the mark-eting strategy to the relation between consumers and industry. The content conclusion on the research can be outlined as follows : 1. In order to inverstigate how the life-style of consumers affects their sense of fashion, awa-reness of brand, and decision making process of purchase, the life-style of women consumers is classified into 15 types. (1) Acording to the different life-style types, and important difference is found in the consum-ers' sense of clothes, a unique image of outfit and its own favorite image of womanliness. (2) The consumer's awareness of a particular brand has a reasonable relationship with their brand preference and possession of the brands. (3) Their is an important discrimination acco-rding to the life-style types in their brand awar-eness and preference and possesion of brands. (4) The consumers of each life-style type show noticeable difference in the decision making pro-cess of purchase including he motive of purchase, the source of information, the cause of purchase intention, price, the frequency of purchase and the degree of satisfaction of purchased goods. 2. The merchandising system and the market positioning among the fashion industry are compared and analyzed in the following terms ; (1-1) For the purpose of establishing the target market strategy, the industry uses unreasenalbe methods to analyze the life-style of the target customers and the real customers(36%) and the aging phenomenon of brands is remarkable : as much as 37% of brands show over 5 years-old age gap. (1-2) The price setting process depends highly on the cost-plus approach. (1-3) In color planning, too many colors are used in every season(the average number is 22.3) and the investigation of the consumers' favorite color is neglected. (1-4) The manufacturers of successful brands are much likely to employ the textile designer and allow them to develop the various fabrication. (1-5) The regular rate of sales in each season is extremely low(56.04%) : the rate of the succ-essful brands is relatively high at 65%, but that of the unsuccessful as low as 51%. (1-6) 47% of brands reveal the designer-orie-nted fashion merchandising system. The successful brands, on the other hand, show a high rate of merchandiser oriented system. (2) Since the brand positioning is highly cen-tered on each brand image, styles and target age, the new data are presented in this study for the new market development. (3) To set up the target market, the mapping of images between the differentiated market and the consumers is suggersted according to the market positioning of industry and 15 types of the life-styles of consumers.

• Journal of the Korea Fashion and Costume Design Association
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• v.12 no.3
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• pp.17-31
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• 2010

The purpose of this research was to investigate the effect of fashion innovativeness and national identity on Korean clothing benefits sought, style preferences, and purchase intention. The subjects were 765 male and female consumers who were residents in Seoul. The data were analyzed by factor analysis, cluster analysis, ANOVA, Scheffe test, and chi-square test. The results were as follows. There were five Korean clothing benefits sought: impression improvement/fashion orientation, national pride, individuality, brand, and comfort. Korean style preferences had four factors of daring/showy, active/simple, elegant, and sophisticated images. The subjects were categorized into three groups by fashion innovativeness and national indentity. The three groups were different in regard to Korean clothing benefits sought, Korean style preferences, and purchase intention. For example, the consumers who had a high fashion innovativeness sought benefits of impression improvement, individuality, and brand name. Also, they preferred daring/showy, elegant, and sophisticated images. In the meanwhile the consumers who had a high national identity sought benefits of national pride, comfort, and impression improvement. Also, they preferred an active/simple style and had an intention to purchase the clothing with Korean image.

• Journal of Family Resource Management and Policy Review
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• v.9 no.1
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• pp.95-111
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• 2005

This study utilized representative data and categorized consumer groups by the style of purchase behavior, and examined the differences in consumers' evaluation for their consumption life and socio-demographic variables. The results of this study are summarized below First, the level of satisfaction for consumption life and evaluation of consumption level were in medium. The evaluation for society's consumption behavior was negative and did not agree that consumers' own behaviors are rational, but others' are conspicuous. The trend of consumers' conspicuous behavior and fashion-focused behavior were severe, but consumers' rationality was low. Second, males were more likely to be in rationality, but females were in both rationality and fashion-focused behaviors. Single consumers were more likely to follow fashion-based behavior, but married consumers prefer name-brand products and more likely to show conspicuous consumption. Low education was more related with convenience-focused behavior and rationality, but high education was more related with fashion-focused behavior and irrationality. Young consumers were more likely to show fashion-focused behavior, but old consumers follow convenience-focused behavior. Third, the level of satisfaction for consumption life was the highest in rational consumers, but low in consumers focused on name-brand products and on conspicuous consumption. The evaluation of consumption level was low in rational consumers and consumers focused on convenience, but high in consumers focused on name-brand products and on fashion. Rational consumers were more likely to evaluate society's consumption behavior negatively, and consumers focused on convenience were more likely to disagree for the discrepance in the evaluation of consumption behavior between consumers themselves and others.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.7 s.155
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• pp.1103-1115
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• 2006

In this study, clothing consumption behaviors of Russian and Korean female college students were compared. Data were collected by conducting surveys in Russia and Korea. In results, Russian female college students spent considerably more money on clothing than did Korean students, compared to the income level. Korean consumers bought clothing mostly in the department stores, whereas Russian consumers preferred large shopping centers, discount stores and traditional markets to shop clothing. As important factors affecting clothing purchase decision, Russian consumers considered country of origin while Korean consumers considered style. Korean consumers were satisfied more on domestic brands than did Russian consumers while Russians were more satisfied with foreign brands than did Koreans. Russian consumers considered diverse factors in forming attitude and buying intention toward domestic and foreign brands. In contrast, Korean consumers' attitude and purchase intention were influenced much by style. Based on study results, marketing implications were provided.