• Human Ecology Research
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• v.61 no.3
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• pp.389-399
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• 2023

Sustainable fashion products have different characteristics from typical fashion products. Therefore, this study focuses on shoes while exploring the expansion and development of sustainable fashion consumption as well as consumers' perceptions of the sustainability approaches practiced by shoe companies. In-depth interviews were conducted with 24 consumers, who had purchased sustainable shoes, in order to understand their purchase decision-making process and consumption characteristics, using the seven stages of the EBM model. In the "need recognition" stage, the survey participants' social background and family influences were categorized as macro factors, while their personal background influences were categorized as micro factors. In the "evaluation of alternatives" stage, participants reconfirmed whether or not to make a purchase based on the product's properties, such as price, brand value, and offered services. In the "purchase" stage, participants' purchase channels were determined according to their preferences as well as the selection pattern they followed until the final purchase within the chosen channel. In the "consumption" stage, the start of product ownership coincides with the start of using the products after making a purchase. In the "post-purchase assessment" stage, higher positive experiences led to a higher repurchase intention of sustainable shoes, while negative experiences caused participants to defer consumption and made them experience a sense of guilt for failing to consume sustainably. During the "post-purchase behavior" stage, which focused on the categories that the customers prioritized, many participants spread information about sustainable fashion to specific individuals through active online WOM behavior.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.5
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• pp.891-906
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• 2023

The essence of fashion brands' marketing with metaverse-based virtual spaces is to capture more potential consumers and boost the sales of companies' virtual and physical products. However, existing research has not fully addressed customer responses and behavioral outcomes regarding fashion virtual brand spaces. This study uses flow theory to address this gap and explores the factors that lead to the flow experience in virtual brand spaces. It also establishes the causal relationships between the flow experience, satisfaction with virtual spaces, the intention to purchase virtual products, and the intention to purchase actual products. We chose "Ralph Lauren World" of Ralph Lauren on Zepeto as the virtual brand space for this study and analyzed 239 valid data sets. We tested the hypotheses using structural equation modeling and bootstrapping for the mediation analyses. The findings indicate that the flow experience in virtual brand spaces positively and indirectly affects the purchase intention of virtual products via satisfaction with virtual brand spaces. In addition, virtual space satisfaction had an indirect, positive effect on actual product purchase intention through virtual product purchase intention. The research emphasizes that the purchase intention of virtual and actual products has a positive causal relationship.

• Fashion & Textile Research Journal
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• v.19 no.4
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• pp.448-467
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• 2017

Attention to living lifestyle shops covering with the wide product range including household items, interior decoration, and bedding have recently increased since consumers have been improving their standard of living and income levels and they are getting more interested in up-to-date trends of global living lifestyles. The purpose of this study is first, to analyze the market situation of living lifestyle shops using the case study method and second, to investigate consumer's store usage behavior, product purchase motives, and attitudes to the living lifestyle shops using the empirical study method. For an empirical study, the survey was conducted with 20s to 50s female respondents who have visited living lifestyle shops and a total of 227 responses were analyzed using SPSS 18.0. The results of this study were as follows. The most frequently visit store was MUJI and most of respondents tended to visit the store once a month and their interest and purchase items were household items. Only impulsive purchase motives among other motives of living lifestyle shops, such as others-oriented, situational, and reasonable motives, significantly had a positive effect on store attitudes toward living lifestyle shops. There were differences in purchasing items at living lifestyle shops depending on marriage status and occupation. Purchase motives of living lifestyle products were statistically influenced by demographic factors such as age, marriage status and income level, however store attitudes were not. The managerial implications for living lifestyle shops are discussed limitations and areas for future research as well.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.10
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• pp.1040-1049
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• 2012

This study examines the effects of pursued benefits and satisfaction (or dissatisfaction) on repurchase intentions. The research was comprised of a 2 (satisfaction after purchase: satisfaction versus dissatisfaction) ${\times}2$ (product benefit type: utilitarian benefit versus hedonic benefit) ${\times}2$ (hyperopic disposition: high versus low) model, designed with three mixed elements. The subject participants of this study were 168 female university students aged 20 to 29 from the Seoul, Gyeong-gi do, and Chung-cheong do areas. We performed a reliability analysis, T-test, and ANOVA using the SPSS statistic package. The results of this study are summarized as follows. In terms of product benefit that influences repurchase intention based on whether a consumer has experienced satisfaction after purchasing a fashion product, repurchase intention was high for hedonic benefits regardless of the level of satisfaction or dissatisfaction after a purchase. However, we found a significant difference in preference when the hyperopic disposition of a consumer was taken into account. When dissatisfied with a purchase, consumers with low levels of hyperopic disposition displayed higher repurchase intentions for the products of hedonic benefit than those of utilitarian benefits. However, when dissatisfied with a purchase, consumers with high levels of hyperopic disposition displayed low levels of repurchase intention regardless of the type of product benefit. When consumers are satisfied with a purchase, they are more likely to repurchase hedonic products than utilitarian products.

• Fashion & Textile Research Journal
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• v.11 no.1
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• pp.41-47
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• 2009

The purpose of this study was to investigate the main factors of return and consumers' return behavior types and also to find out the characteristics of consumer's purchasing behavior according to consumer's return behavior type. The Questionnaires was administered 315 males and females, who had experience of clothing purchase and return in internet shopping mall. The results were as follows. First, the factors of return were classified into quality of product, delivery, service, consumer's change of mind, and impulse buying. Second, 4 types of consumer's return behavior were categorized into habitual, dissatisfaction in product quality, dissatisfaction in delivery, and impulse buying. Third, Consumer's return behavior types were not significantly related to the frequency of purchase, information search. However there were significant differences in satisfaction of return process, dissatisfaction after return, and negative word of mouth according to the consumer's return behavior types.

• Journal of Fashion Business
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• v.22 no.1
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• pp.41-55
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• 2018

The purpose of this study was to investigate the trends of product design for textile convergence wearable smart textile fashion products according to college students' fashion life style. In this study, we used information obtained from a questionnaire issued to 201 female college students who were 20 years old for the final analysis. The questionnaires were to classify female college students groups according to the fashion life style, to examine characteristics, needs and wants of each group. The survey on the tendency of wearable smart textiles consisted of 22 items about concept and type of smart clothing product, functional material and intelligent material, recognition, preference, purchase intention, purchase factor and brand preference tendency. A total of 201 samples were analyzed by factor analysis, cluster analysis, ANOVA, crosstabs and $x^2-test$ using SPSS package program. 'brand preference oriented type was found to be interested in 'wearable' smart clothing product with monitoring function of bio-signal' and 'high functional fiber and textile product', but the credibility of 'smart clothes that can be worn and smart textile products to be useful in modern life' was low. 'fashionable individuality oriented' type showed interest in 'smart clothing and smart product', 'intelligent fiber' and 'wearable smart clothing product with monitoring function of bio-signal', but the preferences of 'light emitting fiber products' was low. 'practically purchasing-oriented' type was very interested in 'high-functional fiber and its textile products', but had inadequate knowledge on 'smart clothing and smart textile product' and showed low interest. Despite the fact that 'wearable smart clothing and smart textile products' are expensive, they were willing to purchase considering practicality and sophisticated style.

• Fashion & Textile Research Journal
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• v.24 no.5
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• pp.567-576
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• 2022

This study aims to determine the effects of the experiences of ZEPETO platform users on their attitudes and purchase intentions. A survey on 10-20 Korean and Chinese virtual fashion consumers was conducted. Brand experiences were independent variables, and offline purchase was the dependent variable. The results showed that, first, among the four factors of the brand experience, Korea and China have the highest explanatory power. Second, the brand experience of Korean consumers significantly impacted their brand attitude. Additionally, cognitive and emotional experiences of the brand positively impacted their brand attitude. Third, the brand experience of Chinese consumers significantly affected their brand attitude, and among the sub-factors of brand experience, cognitive experience positively affected brand attitude. Fourth, the brand experience of Chinese consumers significantly influenced their offline purchase intention, and among the sub-factors of brand experience, cognitive experience positively influenced their offline purchase intention. Overall, an emotional branding strategy that provides brand and product information must be implemented for the Korean market encouraging consumers to develop a positive and emotional connection with the brand. The Chinese market would benefit from formulating a reliable branding strategy that easily provides a wide range of brand and product information focusing on cognitive experiences.

• Journal of Fashion Business
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• v.13 no.3
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• pp.99-108
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• 2009

The purpose of this study is to analyze the middle-aged British women's apparel purchase behavior. The results of this study can be used to present the tendency of Korean middle-aged women's apparel purchase behavior when they become the old-aged by comparing and analyzing the British women's purchase behavior. We found that they prefer to choose and purchase their clothes by their own decision-making and search for actively the new brands for old age. Strong willingness was showed that their level of consumption amounts for clothing would be the same level between middle-aged and old-aged. It was also presented that they like to see a old-aged fashion model for fashion advertisement rather than a younger one and prefer to use the expression of 'mature' rather than a stereotypical expression such as a silver, gray and gold. The segmentation of fashion market by age can not be simply standardized. We expect that the propensity for clothing purchase behavior pattern of middle-aged women will not be changed and keep the same tendency by the time of their old-aged. We expect that this research results can be used as a basic material for another study and setting up the product developments and marketing strategies.

• Journal of Fashion Business
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• v.21 no.1
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• pp.124-133
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• 2017

This study analyzed consumers' online fashion shopping site usage by site type and analyzed how product information search and product purchase differ. In addition, by comparing and analyzing preference and selection factors of PC and mobile shopping, we tried to provide basic data of effective mobile commerce operation strategy according to expansion of mobile market in fashion industry. We surveyed the use of 6 types of online sites (portal site, open market, general shopping mall, social commerce shopping mall, brand shopping mall and non-brand shopping mall) to understand the usage of mobile shopping site for consumers' fashion products. Consumer survey subjects were 373 college students in their early 20s who had the most mobile shopping experiences. The questionnaire consisted of online fashion site usage items, internet and mobile fashion shopping preference (6 items), internet and mobile shopping choice behavior (10 items), and purchase intention (3 items) .Data were analyzed using SPSS 14.0 program. The high preference of portal sites, open market, social commerce, and non-brand shopping malls in shopping online fashion products is a result of the perceptual changes of major distribution channels and the trends of consumers' value consumption tendency. Therefore, it is necessary for fashion companies to actively cope with fashion product distribution competition with huge shopping sites of current online market by well understanding consumers' preference trends and factors of online sites.

• Fashion & Textile Research Journal
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• v.26 no.1
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• pp.1-14
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• 2024

Virtual influencers, who are emerging as new players in digital marketing, impact consumers' purchase intentions. They promote positive perceptions and mimetic consumption of specific brands or products through interactions with followers. Therefore, this study aims to examine the effect of the characteristics of virtual influencers on the purchase intention for fashion products through the consumers' mimetic desire. As characteristics of virtual influencers, five factors were set: reality, attractiveness, professionalism, trustworthiness, and curiosity. Data for analysis were collected through an online questionnaire from the 8th to the 15th of August 2023, and 268 data points in total were analyzed using SPSS and Process Macro 4.3. The results of the study showed that the characteristics of virtual influencers all positively affected mimetic desire and purchase intention for fashion products. Moreover, it was found that mimetic desire has a mediating effect between the five characteristics of virtual influencers and the purchase intention for fashion products. Mimetic desire fully mediates the relationship between reality and the intention to purchase fashion products, and partially mediates the relationship between attractiveness, professionalism, trustworthiness, and curiosity and the purchase intention for fashion products. These findings further enhance the understanding of the relationship between virtual influencers and consumer behavior and identify the relationship between virtual influencers, mimetic desire, and fashion product purchase intentions. Consequently, leveraging virtual influencers strategically in digital marketing, the fashion industry can amplify positive brand perceptions, drive consumer engagement, and ultimately foster increased purchase intent.