• Fashion, Industry and Education
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• v.14 no.1
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• pp.18-30
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• 2016

This study explores whether consumers' sustainable luxury purchase (SLP), which refers to luxury consumers' conscientious purchase behavior of "buying luxury for its timeless style and durable quality that leads to extended product usage and less waste," leads to luxury consumer pleasure (LCP). Furthermore, the current study examines whether LCP leads to positive post-purchase behavior reflected by sustainable divestment intention (SDI) and repurchase intention (RI). In addition, by building on Coping Theory, we explore whether luxury consumer guilt (LCG) positively moderates the relationship between LCP and SDI. Our empirical findings of the SEM analysis based on 452 valid responses demonstrate the significant relationships between SLP and LCP, between LCP and SDI, and between LCP and RI. This implies the importance of SLP in creating a favorable consumer response, which further leads to consumers' intentions to make a sustainable divestment and to repurchase luxury. Furthermore, the critical moderating role LCG plays in the relationship between LCP and SDI was supported, stressing the importance of guilt as a trigger of consumers' sustainable divestment behavior.

• Journal of Fashion Business
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• v.5 no.2
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• pp.73-86
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• 2001

This study aims at reviewing the Kitsch aesthetics, grasping the relation between the Kitsch and consumption culture, and pursuing the intrincis meanings and expressive characteristics of Kitsch in the hair style and head dress in the 1990s. Kitsch generally implies a vulgarity, and a bad taste, and can be considered to be a kind of vicarious experience, the aesthetic deception and self-deception. In spite of these negative inplications of Kitsch, the aesthetic categories of Kitsch have been spread to public and been accepted by the public, with the help of the powerful promotion of the modern day mass media. 1. The intrincis meanings of Kitsch convey 1) escapism, 2) conformity, 3) amusements, 4) identification. 2. The expressive characteristics of Kitsch represent 1) aesthetic inadequacy: hair style and head dress showing the imperpectness, accumulation(superfluous ornaments), vulgarity, untidines. 2) resistance: hair style and head dress featuring deconstructional and violent forms revealing the uneasiness, and unsatisfaction of the given regularity. 3) humor: hair style and head dress featuring the innocence, humor, and fun for a relaxation and diversion. 4) hedonism: hair style and head dress with the erotic and sexual feelings. 5) retro, romantism: hair style and head dress featuring the elegance, femininity, folklore, ethnic, and nostalgia.

• Journal of Fashion Business
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• v.20 no.4
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• pp.172-188
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• 2016

This study is conducted in grades 4, 5, and6 of Elementary schools located in Seoul. The results would be recognized by the Consumer Behavior Survey and the Use of Beauty. Students in the higher grades of elementary schools are exposed to beauty products for the first time. This is a crucial age, where they start becoming interested in their appearance. This behavior is being exploited to increase the desire to use beauty products. Although the initial use is self-motivated, choosing a quality product is highly influenced by peers, reasonable pricing, and internet impact. The higher the grade of the elementary school, we observed an increase in this trust and impulsiveness in the consumer behavior. More than 2 million students spent considerable amounts of money, and showed trends of consumer behavior of the impulsive type. The results of this study can provide a significant base to further study trends of beauty usage in higher grades of elementary schools, and give an indication of the consumer behavior based on the beauty culture and use of health products.

• Korean Journal of Human Ecology
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• v.19 no.2
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• pp.389-398
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• 2010

This study examines the relationship between the concern about well-being lifestyle and the perceived image of Hanji fiber. A survey was conducted among male and female consumers aged 20 and over in Jeonju and Daejon from January 4th to 11th, 2008. A total of 168 responses were analyzed by using descriptive statistics, factor analysis, and ANOVA via the SPSS ver. 12. As a result, four factors were determined in the concern for a well-being lifestyle; product consumption, enjoying culture, using therapy and managing the household. The perceived image of Hanji fiber were classified into four elements; traditional, high-quality, functional and popular images. Among the factors of the concern for a well-being lifestyle and the perceived image of Hanji fibers, a partial relationship was observed. There is a positive relationship, especially between the product consumption factor of a well-being lifestyle and the high-quality and functional image of Hanji fiber. Also, there was a positive relationship between the factor of managing the household and the traditional image of Hanji fiber. However, the therapy interest factor of a well-being lifestyle was negatively related to the traditional image of Hanji fiber.

• Fashion, Industry and Education
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• v.15 no.2
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• pp.36-52
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• 2017

In this study, we tried to understand preschooler clothing trends and identify the purchase behaviors of various consumers, such as grandparents, aunts, uncles, and parents, who are the main consumers of the preschooler clothing market. We conducted in-depth interviews with consumers who were interested in preschooler clothing, purchased it frequently, and bought preschooler clothing within the last three months. Their purchase motivations and purchase behaviors were analyzed through exploratory and inductive analysis. The analysis was conducted by integrating categories into one process centered on core categories through open coding, axial coding, and selective coding. The results of this study included that 1) a variety of clothing purchase behaviors appeared as a central phenomenon, 2) the causal conditions that contributed to this phenomenon were the buyers' childcare experiences, purchase experiences, the personal consumption values of individuals, and income levels, 3) in response to the central phenomenon, the parents' action/interaction strategies were acceptance and rejection of purchased clothing, 4) contextual and Intervening conditions affecting action/interaction strategy were family environment changes, the VIB (Very Important Baby) phenomenon, parents' clothing involvement, and the relationship with the buyers, and acceptance by the users, and 5) as a result of the strategy expressed as acceptance and rejection, various clothing behaviors emerged. In this study, we identified that there are various influencers, apart from parents, involved in children's clothing consumption. Therefore, we need to keep in mind that various purchase behaviors and clothing trends that appear during one's childhood may affect the individual's clothing behavior in the future.

• Journal of the Korea Fashion and Costume Design Association
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• v.17 no.2
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• pp.11-25
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• 2015

This study analyzed features in contemporary men's collection to provide data for characteristics of kitsch in men's collection. The research method was to see background of the concept of kitsch through the domestic and international publications, the Internet, paper. Five designers' collections that have characteristics of kitsch were selected. The range of collection is from the 2000 S/S to 2011 F/W in Men's collection. The results are as follows: kitsch characteristics could be classified by amusements, inappropriateness, satire. First, exaggerative amusements in men's collection appeared exaggerated form, large size, which is ridiculous at the same time. Infantile amusements represents the image of a pure concentric matching accessories such as toys to the children express. sensual amusements reveals the sexual instincts and desires and people can feel satisfaction through sensual amusements. Second, inappropriateness is characteristic of kitsch to escape from normal life. Clothing does not fit the body and destroyed the design or design of this feature appears. It looks clumsy and strange. Inappropriateness characteristic in men's collection can be divided into inadequate performance and sexual inappropriateness. Third, satire can be divided into resistant satire, imitative satire, and popular satire. Resistance satire with anti-social tendencies through their clothing is achieved by expressing their needs. It was affected by sub-culture like Hippie or Punk. Imitative satire is to imitate other culture, customs and race. It is to resolve complaints through the consumption of things in disparities of wealth and materialism in the society. Popular satire is to express emotions that are free using materials that can recycling like can, bottle or paper.

• The Research Journal of the Costume Culture
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• v.28 no.6
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• pp.719-737
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• 2020

Live-streaming commerce business is growing as the consumption of video content and Smartphone shopping increases. This study examines the following three aspects: whether para-social interaction influences perceived interactivity; whether seller trust affects satisfaction with the experience; whether relationships are controlled by a moderated mediator of self-image congruity. An online survey was conducted with 203 women aged 20-30 years. They were asked to respond to the survey after watching a beauty category live-streaming commerce broadcast. The results revealed that the para-social interaction had a significant effect on perceived interactivity, seller trust and satisfaction with the experience. The findings also indicated that the perceived interactivity and seller trust mediated the relationship between para-social interaction and satisfaction with the experience. Regarding the mediated moderation effect of self-image congruity, it was statistically significant between para-social interaction and perceived interactivity through seller trust. A higher level of consumer's self-image congruity influenced the greater effect of para-social interaction on live commerce experience. This study makes important theoretical contributions to the para-social interaction in mobile commerce industry by emphasizing the mediating role of perceived interactivity and seller trust. This is achieved by examining the moderating effects of self-congruity on satisfaction with the experience. The results also verify the seller's crucial role in live-streaming commerce market which leads to the consumers greater fulfillment.

• Korean Journal of Human Ecology
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• v.9 no.1
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• pp.63-70
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• 2006

This study is a review of the clothing behavior of kidult group that is a new minority group in 21st century. Kidult is the compound word of kid and adult and refers the persons who have become adults but with the inclination to focus on childlike culture and consumption. As the background of the appearance of the kidult group these days, the prevalence of throwback fashions, high valuation of appearance, the phenomenon to prefer light things caused by economic depression, the individualism that does not care about others and the ageless phenomenon that the consumptions are mind age oriented, may be pointed out. The most prominent cloth behavioral characters of the kidult group are that they enjoy bounding color combinations such as candy color and. that cute t-shirts, crop pants and volume skirts of girlish look are easily found. Also, they enjoy toy-like ornaments and illustrated clothes or accessories and the school uniform fashion implying nostalgia for girl-hood and lovely make-up indicate the kidult inclination.

• International Journal of Advanced Culture Technology
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• v.8 no.3
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• pp.148-158
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• 2020

With the limited product information available in the m-shopping context, product-naming strategies affect consumer choices by expressing the key product features or the brand's images. Given the increasing dominance of the mobile commerce in consumption across various product categories, few studies have examined the role of product naming in consumer choices in the m-shopping. In filling the research gap, this study empirically analyzes the influence of the perceived diagnosticity of product names in m-shopping on consumer attitude towards the product. Moreover, the study tests the moderating influences of the individual characteristics of consumers (i.e., age, gender, and m-shopping experience) in the dynamics of the perceived diagnosticity impacting the product evaluations. The results of the study using an online survey reveal that the perceived diagnosticity of the product names significantly increases consumer attitude towards the product. Additionally, the moderating effects of gender, age, and m-shopping experience are all found significant: (1) The positive influence of the perceived diagnosticity of the product names is greater for males than for females. (2) The older the respondent, the more statistically significant the positive influence on diagnosticity. (3) The more respondents having m-shopping experience, the more positive the impact of the diagnosticity. Implications and limitations of the study are discussed.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.6
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• pp.825-836
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• 2019

This study focuses on how to improve the use of the sustainable clothing through consignment clothing Stores. This study finds factors for activating consignment clothing stores that can help expand and implement the clothing consumption culture of Korean consumers towards sustainable clothing behavior. The objectives of this study are as follows. First, we identify consumer's sustainable apparel behavior through an in-depth interview with a manager who is currently working in a consignment-selling apparel company in Seoul. Second, we analyze factors for activating a consignment clothing store that help enable the implementation of concrete action plans into Korean culture and towards a sustainable clothing behavior. The study results on consignment clothing stores serve as service factors. First, it increases the participation of consumers in the mindset of secondhand apparel. Second, it secures the quality of used apparel products. Third, it can be seen by expanding the market channel. There is a need to rethink the specialty of apparel products in order to secure the quality of used apparel products and appraisal of experienced apprentices of commodity appraisers.