• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.1
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• pp.9-17
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• 2003

The purpose of this study was to investigate whether customers' fashion involvement, brand familiarity, and expertise of negative information moderate the influence of the original brand attitudes on the attitude toward extended brand attitudes in the fashion market. For these purposes, four hypotheses were developed and data was collected from 480 students. Data was analyzed using SPSS methods such as factor analysis, frequency, 1-test, and moderated regression analysis. The results were as follows; first, it was found that the original brand attitudes positively influence the extended brand attitudes. Second, the influence of the original brand attitudes on the extended brand attitudes was stronger when fashion involvement was high rather than low. Third, in the case that perceived similarity between the original and the extended product classes was high, the influence of the original brand attitudes on the extended brand attitudes was stronger when brand familarity was high. Fourth, the influence of original brand attitudes on the extended brand attitudes was stronger when the perceived expertise of negative information source on the extended brand was high. Therefore, the results suggest that extending brands requires the systematic brand management considering customers' variables such as fashion involvement, brand familiarity, negative information etc. Also, it seems that the brand strategy should be based on the segmentation for targeted customers' characteristics.

• Fashion & Textile Research Journal
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• v.4 no.6
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• pp.524-533
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• 2002

The present study selected female Japanese and Korean university students (a population that is assumed to be sensitive to the subject of fashion) as subjects. We investigated (1) their awareness of and attitudes about clothing styles, and (2) their relationships to fashion and various media. In both Japan and Korea, female students were highly interested in fashion and their major motive for adopting a given fashion was "style change" (the desire to change one's style by adopting a novel fashion) or "self-expression" (the desire to express oneself and achieve self-realization). They most frequently adopted a fashion during the acceptance phase (when the fashion has spread through the market and been shown extensively by the media). Korean students were more interested in and positive to fashion than were Japanese counterparts. Fashion magazines often served as the major source of information on clothing fashions. The frequency of buying magazines and the number of magazines bought were higher in Korea than in Japan. The time spent in reading these magazines was also longer in Korea. The frequency of buying fashion magazines correlated with the degree of interest in fashion and the time when a fashion was adopted. Students who adopted a fashion earlier tended to buy fashion magazines more frequently.

• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.3
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• pp.402-413
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• 1999

The objectives of this study were to investigate the relationships among the degree of delinquency and clothing buying behavior information search and fashion involvement and to examine the causal relationships of adolescent delinquency demographic variables and fashion involvement on information search. Subjects for this study were 537 high school students(male ; 225, female : 312) in Seoul Korea. the results of the study were as follow. 1. Four factors of adolescent's delinquency derived by factor analysis : F. 1 'general position delinquency' F. 2 'school-norm delinquency' F3. 'personal delinquency' : F.4 'sexual delinquency'. 2. There were partially significant correlations between the degree of adolescent's delinquency and information search and fashion involvement. There were significant relationships between degree of delinquency and degree of clothing purchasing frequency. companion while shopping and source of clothing expenses. 3. In the case of male students fashion involvement and sexual delinquency had a direct effect on information search(R2 =.278) General position delinquency and allowance had a indirect effect on information search through Father's level of education had a direct effect on allowance. the present findings provide that in general the more allowance students received the higher the general position delinquency for both males and females, The higher the general position delinquency the higher the degree of fashion involvement and information search. Therefore it can be concluded that relatively mild delinquency acts such as drinking. smoking and going to discothque have more influence on fashion involvement and information search that serious delinquency acts such as violence and robbery.

• Journal of Fashion Business
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• v.23 no.1
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• pp.25-36
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• 2019

The purpose of this study is to offer a base line data to facilitate entrance of a Korean fashion company into the Uzbekistan market by conducting a survey of the Uzbekistan students in Korea. This is done in order to gather data on their clothes wearing condition and factors affecting the purchase intention for Korean fashion products. In this study, a survey was conducted to 260 Uzbekistan students in Korea. The results of the study were as follows: 1) Uzbekistan students bought clothes mainly from road shops and the Internet. They bought a lot of pants, shirts, jackets, jumpers, and preferred to wear black, white, blue, and red color. The dissatisfactory parts were shown in order of the width of trousers, the length of the sleeve, and the shoulder. The most unsatisfying products were the pants and T-shirt. 2) They considered the aesthetics of the fashion products evaluation criteria, the human source and the internet advertisement of the fashion information source, and the customer service of the store selection criteria. These students showed very favorable attitude towards Hallyu and Korea. In addition, their preference and purchase intention for KFP were high. 3) The level of satisfaction on 'quality', 'color', and 'care' of KFP were very high, but lowest on the 'size' and 'price' of the clothes. 4) It was revealed that the attitude toward Hallyu and Korea, the satisfaction and preference of KFP, and demographics have a significant impact on the intention toward purchasing fashion products.

• Korean Journal of Human Ecology
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• v.5 no.1
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• pp.43-53
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• 1996

The purpose of this study was to investigate the actual condition of fashion sales related persons and analyze their different role recognition in women's Ready-To-Wear shops. A questionnaire was administered to 378 fashion sales related persons in department stores and individual shops. Data were analyzed by using crosstabs, $X^2$, t-test, Scheffe's test and ANOVA by using of SPSS PC program. The results of this study were as follows: 1. In the role of fashion salespersons, managers participated highly in the merchandise buying plan, actual merchandise buying and advertisement, and shopmasters participated in the management of salespersons and keeping good relation with customers and display. 2. There was significant difference according to the existence of shopmasters in sales promotion. Shops with shopmasters had regular sales and filed up customer cards. 3. Shopmasters and salespersons attached importance to fashion information, market information, sales result information, and managers attached importance to customer information, enterprise environment information in utilizing of informations. Managers considered customer survey very important but shopmasters and salespersons did not. Shopmasters, managers, and salespersons all attached importance to customers' preference survey as customers' information source. 4. There were significant differences in lifestyle survey, buying method survey, preference survey, street fashion survey, brand identity survey and advertizement effect survey of customers by the different roles of fashion salespersons. 5. There were significant differences in the degree of merchandise knowledge, service and after service in sales service recognition by the different roles of fashion salespersons.

• Korean Journal of Human Ecology
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• v.18 no.4
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• pp.923-932
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• 2009

This study aims to present a marketing strategy in the infant wear market with regard to consumer segments by analyzing benefits infant clothing purchases. For this study the consumer's evaluation criteria, usage of information source and characteristics of purchase behavior were analyzed by clustered consumers' groups. The results of the study are as follows: 1) Four factors were revealed as the result of the factor analysis on the benefits in infant clothing purchases. The factors were labeled fashionability, brand value, individuality, and practicality. 2) The result of the cluster analysis showed that it was most appropriate to categorize consumers into four groups based on the benefits of infant clothing purchases. 3) There were a significant difference in evaluation criteria, usage of information source, and characteristics of purchase behavior in terms of buying plan, retail store, purchase frequency, amount money spent, named brand purchase, and vicarious satisfaction among the groups.

• Journal of the Korean Home Economics Association
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• v.49 no.8
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• pp.97-111
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• 2011

This study aimed to present marketing communication strategy for lifestyle groups. Consumers' preference on advertisement media/information source, advertisement appeal types, and on-line media use were examined by lifestyle groups. This study was executed by web survey and off-line survey. A total of 141 data was obtained and data were analyzed by PASW 18.0. Results were as follows: First, 4 types of lifestyle groups were made up by holistic approach; 'price oriented', 'traditional symbolic', 'positive life', and 'open mind enjoyment'. 'Positive life type' preferred every type of ads media. 'Traditional symbolic type' liked magazine and 'price oriented type' and 'open mind enjoyment type' thought off-line store display more important. For ads appeal types, 'positive life type' preferred social oriented appeal type. Every group except 'price oriented type' preferred emotional appeal type and especially 'open mind enjoyment type' liked the most emotional ads appeal type.

• Journal of the Korea Fashion and Costume Design Association
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• v.9 no.1
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• pp.123-140
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• 2007

Fashion magazine advertising is the most excellent source of information in predicting the fashion trend. It plays a pivotal role in setting a direction for the fashion trend in the upcoming season. The purpose of this study was to review by photos of the $pr{\hat{e}}t-{\acute{a}}-porter$ collection shown in LONDON, NEW YORK, MILAN, and PARIS during 2002-2006 A/W and 2003-2005 S/S seasons, being focused on such fashion items published as coat, dress, one-piece, two-pieces(jacket+skirt/pants, blouse+skirt/pants). In the results of this study, designers presented coat(n=144) chiefly, blouse+pants(n=29) were presented few during 2002-2003 A/W seasons. During 2003-2004 A/W seasons one-piece(n=156) was looking bullish, blouse+pants(n=34) were declining. Dress(n=149) was presented mostly, blouse+pants(n=17) was presented few during 2004-2005 A/W seasons. During 2005-2006 A/W seasons coat(n=180) was revived, blouse+pants(n=26) were presented lowly. Therefore designers presented coat(n=605, 28.4%) extremely much during 2002-2006 A/W seasons. Designers presented one-piece(n=109) much, jacket+pants(n=22) were presented few in 2003 S/S. In 2004 S/S seasons one-piece(n=167) was presented vastly different than jacket+pants(n=42). Also one-piece(n=152) was presented mostly, blouse+pants(n=48) was presented few in 2005 S/S seasons. During 2003-2005 S/S seasons one-piece(n=428, 28.2%) was presented most. And designers in these four world fashion centers didn't prefer blouse+pants in A/W seasons and jacket+pants in S/S seasons. Based on the above findings, it could be confirmed that the fashion items trend was almost similar among the four collections of $pr{\hat{e}}t-{\acute{a}}-porter$. The results of this study suggest that the fashion collections are the most reliable information sources for fashion product planning. Lastly, it is hoped that this study will provide for some useful basic data for domestic fashion businesses in producing fashion items.

• Journal of the Korean Society of Costume
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• v.54 no.7
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• pp.15-26
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• 2004

The internet is one of the modern facilities that has been diffused very rapidly in recent years and tremendously influenced on our life. Although the adolescents are major users of internet, the literature in clothing and textile area has not addressed the relationships between adolescents' internet use and clothing behavior, The purpose of this study was to examine the differences of adolescents clothing behavior. purchase evaluative criteria, and information source according to the use of internet. Descriptive statistics, t test, Analysis of Variance (ANOVA), and Duncan test were employed to analyze the data collected from the convenience sample of 572 middle and high school students in Gyeongnam, Korea. The use of internet was partially related to the adolescents' clothing behaviors. purchase evaluative criteria. and information source. Also, it was observed that the frequency and purpose of fashion website tended to be related more than the amount and purpose of internet did. Marketing implications from the results were suggested.

• Korean Journal of Human Ecology
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• v.21 no.5
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• pp.1005-1016
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• 2012

Recently, as growing number of consumers publish product and service reviews on the Internet, e-review has received attention from retailers and researchers. E-review, a form of electronic word-of-mouth (eWOM) which is typically shared between strangers whose identity and credibility are unknown, has become an important product information source as social media has facilitated information exchanges between more consumers. The objective of this study was to investigate the effects of e-review attributes on purchase intention for fashion products, which is mediated by trust of e-review, as well as to explore the differences between consumer communities and cooperative communities. A questionnaire was developed based on previous researches. Data were gathered from adults living in Busan. The results were analyzed by factor analysis, t-test, and regression using SPSS 18.0. The results showed that consumers tended to recognize e-reviews from consumer communities as exaggerated information, while they considered reviews from cooperative communities as reliable information, which gave the latter higher purchase intention. There were significant differences in e-review attributes for fashion products (e.g., Exaggeration, Entertainment, Innocence, and Agreement), purchase intention between consumer communities (e.g: Blog, Internet cafe) and cooperative communities (e.g: general malls and specialty malls). For both communities, purchase intention of fashion products was influenced by its entertainment attributes and perceived trust of e-reviews. These results suggest that e-retailers need to focus on understanding the causes of purchase intention with e-reviews for fashion products. Specifically, e-retailers should recognize that e-reviews of fashion products were associated primarily with entertaining and with consumers' trust. Based on these findings, managerial implications are presented.