• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.3
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• pp.438-451
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• 2018

This study analyzed differences in awareness, attitude, and purchase intention for multi-brand stores among fashion lifestyle groups. A questionnaire survey was conducted between September 12th and September 30th 2016 with women in their 20s to 40s living in the Seoul metropolitan area, Busan, Gyeongnam area, Daegu, and Gyeongbuk area. Data were collected from 417 women and analyzed using factor analysis, cluster analysis, analysis of variance and a Duncan test. The results of this study are summarized as follows. First, the result of factor analysis showed that fashion lifestyle was divided into five factors such as individuality orientation, practicality orientation, conspicuous orientation, fashion orientation, and economic orientation. The respondents were classified into economic pursuit group, individuality seeking group, active fashion seeking group and practicality seeking group according to fashion lifestyle factors. Second, there were significant differences in awareness, attitude, and purchase intention of multi-brand stores among fashion lifestyle groups. Fashion seeking group was more aware of, had a positive attitude toward, and purchased more fashion products in multi-brand stores than other groups.

• Journal of the Korea Fashion and Costume Design Association
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• v.17 no.4
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• pp.201-217
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• 2015

Instagram, image based visual SNS platform is regarded as one of the most effective marketing channels and the number of users are getting increased. To enhance of our understanding of general current use and customer attitude through Instagram accounts owned by fashion brands depending on user attributes, the present study investigates factors that current status of use, purpose of use, brand attitude, purchase intension, and recommend intension. A survey method was conducted for empirical test. A convenience sample of 100 participants was used for data analysis. SPSS 18.0 was used for statistical analysis. Findings of this study suggest that first, the very purpose of access is to grasp fashion trend, second, a group of the high interest in fashion accesses to Instagram account of fashion brands more often, uses Instagram for information search more than other group and has a positive influence on recommend intension, third, a group of the high frequent access accesses Instagram for purpose of information search more and has a positive influent on values on customer attitude and the last, partial purposes of utilization and benefits sought of Instagram of fashion brands has a positive influence on customer attitude.

• International Journal of Costume and Fashion
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• v.15 no.1
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• pp.19-37
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• 2015

Expanding upon Zhang and Kim's (2013) study involving Chinese consumers, this study investigated key factors that influence U.S. consumers' attitude towards purchasing luxury fashion goods and purchase intent and examined what similarities and differences exist between the two consumer groups in relation to the key factors. A total of 414 respondents completed the online survey questionnaire. Structural Equation Modeling was utilized to analyze data. Brand consciousness, materialism, fashion innovativeness, and fashion involvement were significant factors that affect U.S. consumers' attitude towards luxury fashion goods. Overall, the findings of the current study were greatly inconsistent with Zhang and Kim's Chinese study. The inconsistency provides vital implications to luxury fashion retailers by showing that one size does not fit all and one strategy does not fit all markets.

• Korean Journal of Human Ecology
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• v.8 no.2
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• pp.339-353
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• 1999

This research was to identify the relationships between sex role attitude and the preference of fashion advertising formatted by sex role expression, and to examine the relationships among sex role attitude and sociographic variables. This research has been done for 618 university students and working group who are living in Cheongju and Seoul. For data analysis, descriptive analysis, ANOVA, and t-test were used. The results are the following: 1. In the view of the preference of fashion advertising, the stereotypical fashion advertising has more point than the androgynous fashion advertising. 2. The advertising formation preference showed a little difference significantly by sex role attitude. The group with conservative sex role preferred the stereotypical fashion advertising. The group with open-minded sex role preferred the androgynous fashion advertising. 3. Women preferred the androgynous advertising. As the aged, they preferred the stereotypical fashion advertising and have the conservative sex role. University students have more intention to buy with an androgynous fashion commercial than working group have and they have the open-minded about sex. The group subscribed the fashion magazine has more preference for androgynous fashion advertising, as they have more open-minded sex role than other group not subscribed the fashion magazine. This results imply that the androgynous formatted advertizing is still hard to get the influence of a general market promotion because most consumers have a low androgynous fashion advertizing preference. The preference of the fashion advertizing which expressed a sex role showed significant differences as social demographics, and a sex-role attitude. Therefore, the market segment and advertising strategies which are based on sex role and consumer characteristics would be very effective.

• The Research Journal of the Costume Culture
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• v.17 no.4
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• pp.709-722
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• 2009

At the end of April, 2009, the number of mobile phone users reached about 46 million in Korea. Consequently, the mobile shopping market is growing rapidly, and fashion products are one of the most concerned categories in mobile shopping market. In the meantime, the growth rates of domestic fashion industry and fashion retail market are forecasted very slow. In this situation, however, the growth rate of on-line shopping market including internet shopping, TV home shopping, and mobile shopping is estimated more than 12% per year until 2010. Particularly, mobile shopping area is forecasted the most rapid growing field. The objective of this study were to confirm the factors which had influences on mobile fashion shopping and to examine the effects of these factors affect the attitude toward mobile fashion shopping and the using intention of mobile fashion shopping. With the results, marketing strategies for mobile fashion shopping companies would be proposed. Date were gathered from 125 respondents of 20's and 30's females and were analyzed by AMOS 7.0. The key points of the results are; 1) The 5 factors of instant access, individualization, amusement, usefulness and ease of use which extracted from preceding researches were confirmed as the characteristics of mobile fashion shopping, 2) among these factors, amusement and usefulness had positive influences on the attitude toward mobile fashion shopping, 3) reliability on mobile fashion shopping didn't had an influence on the attitude toward mobile fashion shopping significantly, but had a positive influence on the using intention of mobile fashion shopping directly, and 4) the attitude toward mobile fashion shopping affects using intention of mobile fashion shopping positively. With these results, mobile fashion shopping companies can establish marketing strategies from various angles.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.7
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• pp.1258-1269
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• 2001

The purpose of this study was to investigate the dimensions of fashion lifestyle, to examine the relationship between fashion lifestyle and internet advertising effect, and to identify the moderating effect of fashion lifestyle on the relationship between advertising types and advertising effects. Using dependent variables as internet advertising effects(i.e., attitude to advertising, attitude to product, attitude to brand), advertising types (i.e., banner, website e-mail types) and fashion lifestyle were used as independent variables. For the study, a sample of 152 apparel consumers participated in this survey research. The survey of design with a questionnaire was employed. Three types of fashion advertisement were included as banner type, website type, and e-mail type. For each type, two samples were included for the study. Questionnaire was developed with the html language and data collection was done through the internet on October 2000. For data analysis, descriptive statistics(i. e., frequency, percent), factor analysis, reliability analysis, linear regression and ANOVA were used. First, fashion lifestyle was classified with the seven dimensions: personality seeking group, planning purchase group, fashion leader group, fashion information seeking group, media preference group, commonness/traditional group, fashion follower group. Second, fashion lifestyle had signification effects on advertising effects. In the group of fashion lifestyle, fashion Information seeking group and planning purchase group were found to influence on the attitude toward advertising, and planning purchase type was influenced to attitude toward brand and attitude toward product. Third, main effects of fashion lifestyle were found to be significant. The correlation and interaction effects of fashion lifestyle and internet advertisement types were not significant.

• Journal of the Korea Fashion and Costume Design Association
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• v.16 no.1
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• pp.65-76
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• 2014

The purpose of this study is to examine the influence of conspicuous consumption on wearing attitude of jeans and analyze the difference of purchasing behavior in jeans by gender. Questionnaires were administered to 386 college students living in Deagu and Busan province. Frequency, factor analysis, reliability analysis, regression analysis, t-test, and $X^2$-test were used for data analysis. Conspicuous consumption were categorized into 5 factors such as famous brand preference, brand conspicuous, fashion pursuit, symbol of social position, and imported goods pursuit. Wearing attitude of jeans was categorized into fashion information leadership, fashion innovation, and pursuit of economic. The result of this study showed brand conspicuous, fashion pursuit, symbol of social position, and imported goods pursuit had significant effect of fashion information leadership and brand conspicuous, fashion pursuit, and imported goods pursuit had significant effect of fashion innovation. Brand conspicuous, and symbol of social position had significant effect of pursuit of economic. The indicates that men showed high brand conspicuous of conspicuous consumption and fashion innovation of wearing attitude of jeans. Gender of college students showed significant differences in purchasing place, purchasing price.

• Journal of the Korean Society of Clothing and Textiles
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• v.16 no.3 s.43
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• pp.257-269
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• 1992

In the area of fashion business, market segmentation strategy has been paid attention for the purpose of assigning proficiently marketing resources. The use of fashion information in purchase decision process can serve as a base for market segmentation strategies. The purpose of this study was to identify four segmented profiles which are labelled as Print-oriented, Audio-visual oriented, Store intensive, and Pal advice group. Objectives were to determine fashion interest, fashion attitude and apparel selection criteria from each segment. For this study, the questionnaire was adminisered to 261 teachers and data were analyzed by using ANOVA, Regression and Pearson's Correlations. The results were as follows. 1. Print-oriented group had a positive attitude about fashion and they tended to place value on aesthetic and other-oriented criteria in selecting apparel. 2. Audio-visual oriented group had a strongly positive attitude about fashion but they tended to be less active toward buying fashion products and place much more value on other-oriented criteria in selecting apparel. 3. Store intensive group tended to be active toward buying fashion products. They had a positive attitude about fashion and placed value on aesthetic criteria in selecting apparel. 4. Pal advice group had a less positive attitude about fashion and tended to place value on economical and practical criteria in selecting apparel. Based on the profile of the each segment, it was suggested to express lingual or non-lingual symbols and to create concepts for meeting the needs of the segment

• The Research Journal of the Costume Culture
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• v.29 no.3
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• pp.437-452
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• 2021

The objectives of this study were: (1) to identify differences in consumer attitudes and intentions to recycle fashion products using three types of recycling (including resale, reform, and donation), and (2) to examine the moderating effects of consumer prosocialness on the relationships between attitude and intention for each type of fashion product recycling. Men and women aged 20 years and over were recruited from a marketing research firm panel. Participants completed an online questionnaire incorporating measures for attitudes and intentions to resale, reform, and donate fashion products, prosocialness, frequency of purchasing fashion products, monthly amount of spending on fashion products, and demographic information. Data from 224 participants were analyzed using SPSS 25.0 and PROCESS macro. The results demonstrated that consumers had significantly different attitudes and intentions depending on type of fashion product recycling. Consumers had more positive attitudes toward donation compared to resale and reform types of recycling. Consumer intentions toward resale and donation were significantly higher than their intention to reform. Furthermore, this study confirmed that the attitude-intention gap in fashion product recycling can be explained by individual prosocialness. The moderating effects of prosocialness on the associations between attitude and intention to recycle were significant. The implications of increasing consumers' behavior intention to recycle fashion products was discussed and future research suggestions are provided.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.9
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• pp.1387-1396
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• 2008

The objective of this study was to identify differences between internet fashion shoppers and non-shoppers in their fashion shopping orientation and attitude toward internet shopping site service. Also behavior of internet shoppers and non-shoppers was compared by gender. Twelve hundred and ninety two responses were obtained from an online survey. 20 items were used to measure shopping orientation and 13 items to measure attitude toward internet shopping site service, which were modified from previous studies. Some demographics and internet familiarity were asked. Factor analysis, t-test, chi-square test, and regression were conducted. Factor analysis produced five fashion shopping orientation factors such as fashion oriented, shopping oriented, brand oriented, personality oriented, and value oriented. Attitude toward internet shopping site service were classified into three factors, at-site service, after purchasing service, and product information. Internet fashion shoppers and non-shoppers were significantly different in most items of shopping orientation and attitude toward internet site service. Internet shoppers were likely to be fashion oriented, to enjoy shopping, to pursue brandname and personality, and to concern price more than non-shoppers were. Internet shoppers also had more favorable attitude toward product information and at-site service. Also, shoppers were more familiar than non-shoppers to the internet in terms of duration of web-browsing. Ratio of men and women differed significantly for shopper vs. non-shopper groups. Female shoppers were likely to be more fashion, shopping. and value oriented but to have less favorable attitude for after purchasing service than male shoppers.