• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.6
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• pp.635-645
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• 2011

This study explores the differences in product evaluation and approach behaviors as well as the effects of product evaluation on approach behaviors of utilitarian and hedonic products in on-line and off-line settings. A total of 332 subjects participated in the experiments to assess product evaluation and approach behaviors for utilitarian and hedonic clothing products in on-line and off-line settings. The results show that even though the same stimulus was presented, consumers' product evaluation of utilitarian clothing (i.e., t-shirts) was higher in the off-line setting than in the on-line setting while the approach behavior of hedonic clothing was better in the on-line setting than in the off-line setting. In addition, color was a crucial factor generating positive approach behaviors for utilitarian clothing while style and quality were core factors influencing the approach behaviors of hedonic products in an on-line setting. There was no consistency in the results of the important factors affecting approach behaviors of utilitarian and hedonic clothing in an off-line setting. The conclusion suggests implications for marketing based upon the results of this study.

• The Research Journal of the Costume Culture
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• v.5 no.1
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• pp.125-135
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• 1997

With rapid changes in social environments, the phenomena of consumption emerge as diverse forms in Korea-excessive consumption, impulsive consumption, imitative consumption, conspicuous consumption, obsessive consumption, etc. Especially, this researcher is interested in how conspicuous consumption of clothing has been reported in newspaper articles. Therefore, the present study is trying to infer reasons for the actual conditions of prevalent conspicuous consumption of clothing in Korean society since the 1980's. Articles in the newspaper from 1991 to 1996 have been studied to provide for study. The rapid industrialization of Korea since the 1960's has led to serious social competition and stratification. For this reason there has been a rise in the relative deprivation and alienation of low-income classes. Hence, they tend to consume clothing conspicuously in order to reduce their complex against wealthy classes. In addition, the improvement of income levels has led to a change in values towards consumption, and materialism. These changes in values along with mass communication are the main factors affecting conspicuous consumption of clothing. Finally, the present study concludes that the state of conspicuous consumption of clothing is based more on the socio-constructive dimension than the personal dimension. Further study of conspicuous consumption of clothing need to focus on the socio-constructive dimension. But because this study only infers the reasons for conspicuous consumption of clothing in terms of constructive dimension, our findings suggest further need for much more detailed and experimental discussion on the issue. The concrete reasons need to be explored in further research.

• Journal of the Korean Home Economics Association
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• v.29 no.3
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• pp.1-10
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• 1991

The purpose of the present study was to identify the effects of communicator, type of clothing and subject's age on informational influence in clothing conformity. The sample consisted of 205 subjects assigned to two groups (female college students in their early twenties and housewives in their late thirties living in kyongju). In this study the research design consisted of a 3(communicator)×2(subject's age)×2(type of clothing) factorial design. The stimuli consisted of 10 color photographs (6 one-piece dresses and 4 jeans in current fashion) In the first step, subjects were asked to arrange stimuli in the order of greatest fashionability. In the second step, subjects were exposed to experimental manipulation which consisted of slides of various clothing styles and an essay concerning a forecast on fashion trends. The communicator in the essay was described as a designer, a college student, or a housewife. In the third step, in addition to other questions subjects were asked to indicated their degree of agreement with the essay. The data were analyzed by ANOVA, X2 and t-test. The results were: 1. Informational influence on clothing conformity varied by communicator, type of clothing, and subject's age. Subjects were most conforming when the communicator was described as a designer and when the clothing style was a one-piece dress. 2. Informational influence results revealed that housewives were more conforming than the female college students in the jean style.

• Journal of the Korean Society of Fashion and Beauty
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• v.2 no.3 s.3
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• pp.44-59
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• 2004

The purpose of this study was to find out proper evaluative words according to fashion image and to identify the correlation between clothing style and hair style related to fashion image. The questionnaire was used to collect data. 326 female aged between 23 to 40 were selected for the subjects of this study. The data were analyzed by frequency, factor analysis, pearsons correlation. The results of this study were as follows. 1. Evaluative words for each fashion image were selected by factor analysis. modern image intellectual, cold, urbane, simple, straight. elegance image : graceful, dignified, refined, decorous, luxurious. romantic image : cute, lovely, girlish, feminine, romantic. natural image : natural, comfortable, gentle, intimate, soft. casual image : energetic, active, free, cheerful, vivid. avant-garde image : experimental, strange, creative, avant-garde, irregular. 2. Correlation between clothing style image and hair style image ; clothing style and hair style was positively correlated. with the same image in case of modern, romantic, casual, elegance and avantgarde but natural image of clothing style was correlated with the natural, elegance, romantic, modern image of hair style. 3. The most suitable hair style for the clothing style according to fashion image : The clothing style of a particular image was matched best with the hair style of the same image.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.3_4
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• pp.395-406
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• 2003

The Purpose of this study is to find out the effect of clothing style and color, tone combination on impressions formation. The experimental materials developed for this study are a set of stimuli and response scale(The 7-point semantic). The stimuli are 36pictures manipulated with clothing style, color and tone variation by computer drawing. The subjects are 216 female undergraduate students and 216 female of middle age(40~50) in Chin-ji city. The resulte of this study are as follows : Impression factor of the stimulus was consisted of the 5 different demensions(attractiveness, elegance, activity, revealation, tenderness). Among there, attractiveness and elegance factors proved to be more important. In the attractiveness and tenderness, clothing style, color, tone combinations and perceiver's age had the significant effect. In the elegance and revealation, color and perceiver's age had the significant effect but in the activity, only color did not have the significant effect. Significant interaction effects of clothing style and color, style and tone combination, and color and perceiver's age on attractiveness and revealation were found. Interaction effect of color and tone combination was significant on the elegance and revealation, and that of color and perceiver's age was significant on tenderness.

• The Research Journal of the Costume Culture
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• v.1 no.2
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• pp.145-157
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• 1993

This study aimes to investigate the garment ease of pe-school children's clothing in accordance with arm movement. The experiment was done with 4 per-school children fro mage 3 to age 5, and 3 types of experimental clothes were made ; sleeveless, half sleeve, and long sleeve. The waist pattern and the sleeve pattern of each experimental clothes has no garment ease. And experimental clothes were examined to obtain the necessary ease of armcye line and waist lien by cross-cut method. The results of investigation can be summarized as follows ; 1. The resulting movement ranges of experimental clothes with no garment ease were 131.5°(sleeveless), 71.75°(half sleeve), and 62.25°(long sleeve). 2. The size order of cross-cut opening of waist lien movement were (side>front>back), and (half sleeve>long sleeve>sleeveless). 3. When the base point of measurement was set to armpit point by arm the latitudinal length of cross-cut opening of armcye line by arm movement was (anterior armpit part > posterior armpit part), and longitudinal length of cross-cut opening was (upper part>lower part).

• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.1
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• pp.30-41
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• 1999

This study was conducted to verify the advantages of Gal-Ot. Gal-Ot is defined the clothings dyed with persimmon juice. Firstly the physical properties of fabrics were examined. Secondly the wear tests were conducted. The wear tests were performed in climatic chamber controlled 3$0^{\circ}C$ air temperature 50$\pm$5% R.H and 0.2m/s air movement. Four women subjects participated in this experiment and 4 times experiments were performed per one subject. The expeimental schedule was planned following 4 steps that is sedentary posture during 30 minutes-walking the 5。slope treadmill by 70m/min during 20 minutes-sedentary posture during 20 minutes-standing posture on toward the blowing wind during 10 minutes. The results obtained is as folows : The insulation of fabric was increased with dyeing with persimmon juice. The air permeability of fabric was remarkably increased with dyeing with persimmon juice. The mean skin temperatures of subjects were apt to be higher in wearing Gal-Ot than undyed clothing. The clothing micro temperature of subjects were slightly inclined to become lower in wearing Gal-Ot than undyed clothing, The clothing micro humidity was decreasee when: the subjects were gal-Ot than wore undyed clothing, And then it brought about more comfortable on wear sensation. The differences of physiological reactions were not consistent between clothing types except for sweat rate on the back. This result may be attributed the to complex experimental schdules consisted of four steps and to a little difference between open type and close type. However I consider that the clothing type of Gal-Ot is suitable for open type because Gal-Ot is summer wear for blocking the sultry heat.

• Journal of the Korean Society of Clothing and Textiles
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• v.15 no.1
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• pp.61-69
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• 1991

In order to investigate the comfort properties of aerobic wear with different materials, the physiological responses, subjective wear sensation and microclimate were measured. The experimental garment were all-in·one type with half·length sleeves made of cotton/ polyurethane and nylon/ polyhrethane fabrics. The conditions of the experimental room were controlled to maintain two type of environ- ments, i.e. $25{\pm}1^{\circ}C$, $60{\pm}5\%$ R. H. and $30{\pm}1^{\circ}C$, $70{\pm}5\%$ R.H., Air velocity was maintained at 0.25 misec all the time. The results are as follows; 1) At $25^{\circ}C$, mean skin temperature and comfort sensation were not significantly different among 2 types of materials. 2) At $30^{\circ}C$, aerobic wear made of cotton/polyurethane fibers showed better pleasant tactile sensation than that of nylon/polyurethane fibers. 3) Under both environmental conditions, microclimate of two types of aerobic wear was not significantly different. 4) Among several aspects of wear sensations, tactile sensation was the most powerful factor to differenciate material differences of aerobic wear.

• Journal of the Korean Society of Clothing and Textiles
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• v.16 no.4 s.44
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• pp.371-377
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• 1992

The purposes of the study were 1) to extend the cognitive categorization theory in an attempt to explain the of garment category, fashionability, and wearer's body types on impression formation, and 2) to find out structures of wearer's impressional dimension and wearer's professional image. The research included a quasi-experiment and survey. The experimental design was a $2^{3}$full factorial design of 3 independent variables. The experimental materials developed for the study were a set of stimuli and a response scale. The stimuli consisted of 8 drawings made by 3 independent variables (garment category, fashion level, wearer's body type). Result were as follows: 1) Garment category, fashionability and wearer's body type had significant effects on impression of the 5 factors-evaluation, potency, appearance, sociability and good-bad, with exception of wearer's body type which was nonsignificant to the potency factor. 2) Garment category was most effective on the evaluation and the potency. However wearer's body type was most effect on the appearance factor and fashionability variable was most effective on the good-bad factor. It was conclued that the results supported the cognitive categorization theory on impression formation and a cognitive categorization hypothesis of clothes.

• Journal of Fashion Business
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• v.14 no.5
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• pp.35-48
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• 2010

As measuring visual behavior by utilize eye-tracker, this study examines whether consumer concentrates on visual attention with certain object and measures visual behavior with fixation number, fixation duration, the first fixation, which are visual attention pattern of consumer about Mannequin, hanger, shelve as props of display advertising effect on clothing store. It has experimental purpose to recognize relationships in terms of regardless, appropriateness, purchase intention. During display of clothing store, first experimental consequence to measure visual behavior on consumer did appear to allocate more cautions than other props. Second, in terms of relationships with regardless, appropriateness, purchase intention from consumer, each fixation pattern about consumer's fixation number, fixation duration, the first fixation was confirmed that there is meaningful correlation with each other. Accordingly, as advertising effect of mannequin makes consumer to concentrate more visually cautious, it is translated that high favor about display product with mannequin has positive role on purchase intention. Also, there is a purpose that higher feasibility on study result provides practical point on clothing store's display marketing strategy of corporation.