• 한국의류학회지
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• 제32권1호
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• pp.45-54
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• 2008

The purposes of this study are to examine consumer's perception about salesperson services of fashion stores, and how salesperson services influence on consumer's satisfaction, repeat purchase intention by price perception. The data was obtained from a survey of 420 fashion product consumers in their 20's living in Gwangju city in 2006. It was analyzed by factor analyses, reliability, frequency, T-test, regression. The results of the survey were: 1) Salesperson service dimensions perceived by fashion product consumers were 4 dimensions: Customer service orientation,. Relationship orientation, Reliability & sales ability, Salesperson's appearance. 2) Salesperson services influenced on satisfaction of high price perception group and low price perception group. 3) Satisfaction and salesperson service importance influenced on repeat purchase intention of high price perception group and low price perception group. 4) The difference of salesperson services perceptions by store types were examined. The findings of this study are expected to help fashion stores make successful relationship strategy according to price strategy and keep the relationship with their customers for a long time in fashion retail setting.

• The Journal of Asian Finance, Economics and Business
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• 제7권6호
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• pp.197-207
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• 2020

This study aims to examine the influence of attitudes on customers' intention to participate in online fashion sharing. A framework was proposed to investigate the relationships between consumer motivation, consumer attitude, and purchase intention in the manner of adopting a fashion-sharing platform. Consumer motivations are divided into three categories: utilitarian, hedonic, and ecological. The moderating effects of product replacement cycle (PRC) on consumer attitude and purchase intention are also investigated. Data collection was developed using a web-based survey where 180 consumer respondents from South Korea participated. The results of our analysis indicate that consumers' hedonic and ecological motivations are positively related to favorable consumer attitudes, even when consumers' utilitarian motivation is denied. Consumer attitude is also positively related to purchase intention in the fashion-sharing platform. A moderating effect of PRC is recorded between consumer attitude and purchase intention based on high and low PRC, as well as the effect of ecological motivation and consumer attitude on high PRC. This study enhances knowledge of consumer motivational factors in a fashion-sharing platform and provides insights for service providers to help them improve their target marketing.

• 한국의류산업학회지
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• 제10권4호
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• pp.506-514
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• 2008

The purpose of this study was to investigate the effect of attitude towards parent brand on extended fashion products in case of fashion brand extension. The subjects of this study were 386 college students and data were collected using survey questionnaire. For data analysis, factor analysis and path analysis were applied. The results showed that there were four factors (e.g., familiarity attitude, emotional attitude, value-expressive attitude, utility information attitude) in attitude towards parent brand and six factors (e.g., economical risk, utilitarian risk, social risk, psychological risk, time/advantage loss risk, risk for losing opportunity) under perceived risk in extended product. The results showed that attitude towards parent brand had a negative effect on perceived risk in extended products and had a positive effect on attitude towards extended products. Perceived risk in extended products then had a negative effect on purchase intention of extended products whereas attitude towards extended products had a positive effect on purchase intention of extended products.

• 한국의류학회지
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• 제34권2호
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• pp.252-265
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• 2010

Most luxury fashion brands have a strong brand identity and the product design characteristics of a brand are critical factors that influence brand identity. The design of products influence brand identity and play an important role in the choice by consumers in which brand to purchase. This study investigates the impact design characteristics of luxury brands on brand attitudes as well as purchase intentions in the examination of the differences in the impact influence by product category and consumer characteristics. The product design of brands was evaluated and measured by innovative and traditional characteristics. The product categories were divided into apparel, bags, shoes, and accessories. The consumer characteristics used in this study are fashion involvement, age, income, and the amount of money used for purchasing fashion products. Sample brands, Louis Vuitton, Chanel, Hermes, Burberry, and Gucci, were extracted from the Intel-brand's Luxury Brand Ranking 2008 and pilot tested for appropriateness. The data collected from 120 luxury consumers and 92 samples were statistically analyzed with SPSS 15.0, reliability test, factor analysis, ANOVA, frequency test, regression, and t-test. The findings are as follow. First, luxury brands were divided into two groups by innovative design characteristics and traditional design characteristics; innovative design characteristics show a significant influence on brand attitude and purchase intention. Second, only fashion related behavior factors among consumer characteristics became moderators when design characteristics influenced brand attitude and purchase intention. Third, the differences in purchase intention affected by design characteristics were found in bags, shoes, and accessories category. It is necessary for luxury brands to focus on innovative design characteristics and to specify the different needs of consumers through fashion related behavioral factors. This research will be useful to luxury brands in designing products and planning marketing strategies by offering specific information for luxury brand consumers.

• 복식문화연구
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• 제13권4호
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• pp.564-575
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• 2005

The purposes of this study were to investigate the effects of shopping orientation on fashion shopping mall environments and purchase intention in internet fashion shopping mall. Data were obtained from 423 internet fashion shopping mall consumers who have experiences of buying products or visiting to internet fashion shopping mall in Busan, and were analyzed using by factor analysis, Cronbach's alpha, cluster analysis, ANOVA and Duncan test. The results showed shopping orientation perceived by Internet fashion shopping mall consumers were consisted five factors: Brand loyalty orientation, Economical orientation, Fashion orientation, Time saving orientation and Internet shopping orientation. Internet fashion shopping mall environments were composed of Visual information, Loading speed, Space composition, Product assortment, Checkout service, and Help desk. Consumers were classified by the shopping orientation into the Economical shopper, Fashion/brand shopper, and Convenience shopper. Economical shopper and Fashion/brand shopper rise in the estimation of Visual information, Product assortment, and Checkout service of shopping mall environment. Additionally, they were likely to have more intentions to purchase than the other types of shoppers in internet fashion shopping mall.

• 한국의류산업학회지
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• 제26권1호
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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.

• 한국의류학회지
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• 제38권4호
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• pp.557-571
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• 2014

This study examined the evaluation of Mongolian cashmere products by foreign tourists visiting Mongolia, purchase motivation, and purchase intention by nationality as well as analyzed factors that affected purchase intentions. Questionnaires were distributed in Ulaanbaatar from July $25^{th}$ to September $3^{rd}$, 2012. We collected 626 questionnaires and used 616 copies in the final analysis (149 from Koreans, 128 from Japanese, 119 from Russians and 220 from English-speaking countries). Awareness about Mongolian cashmere products and purchase intentions differed significantly by nationality. Purchase motivations were divided into 3 factors-usefulness, mood shift, gifts and souvenir. Evaluation of cashmere products consisted of 5 factors-product excellence, uniqueness, ostentation, economic value and fashionableness. Purchase motivation and evaluation differed significantly by nationality. Purchase intention was significantly related to awareness prior to visit, product excellence, usefulness, gift/souvenir motivation factors, and nationality.

• 복식문화연구
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• 제18권3호
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• pp.408-422
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• 2010

The purposes of this study is to investigate the attitudes and value of fashion product description and consumer replies used in online shopping malls, and to examine the differences in the perceived reliability(objectivity, expertise, trustworthiness) preference and purchase intention toward the product as determined by the appeal type (evaluation-sentimental vs. factual-information) of the product description, the direction(negative vs. positive) and type(factual vs. evaluative) of consumer replies for the product in online shopping malls. Data was collected from female college students with fashion products purchase experience at online shopping malls by questionnaire survey (N=424) and analyzed by using frequency analysis, t-test and ANOVA. Results showed that consumers respondents tended to read product description and other consumer replies before purchasing, when shopping for fashion products through an on-line shopping mall. They thought that sellers' product description and the consumers' replies were helpful in making their decision; but, they were also skeptical about product description. Respondents showed higher perceived reliability, preference and purchase intention to the factual-information type product description than the evaluation-sentimental type. Positive consumer replies were more effective in yielding higher preferences and purchase intentions. Factual replies tend to yield higher reliability than evaluative replies.

• 한국IT서비스학회지
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• 제18권5호
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• pp.1-16
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• 2019

This work tries to empirically validate the effect of influencers' product-usage videos upon brand attitude and purchase intention of consumers. More specifically, we choose 3 attributes of product-usage videos of influencers such as expertise, trustworthiness, and attractiveness from our literature review. We collect 200 survey questionnaires in 2019 using Google survey forms from subjects who have watched influencers' usage videos of fashion items. Our results suggest that expertise and trustworthiness of influencers' videos positively affect brand attitude of consumers, which in turn positively influence their purchase intention. However, we have not found significant effect of attractiveness of the videos upon brand attitude. We also confirm that brand attitude positively affect purchase intention as proposed in the literature. The practical implications of this work is that firms should focus and strengthen expertise and trustworthiness of videos rather than attractiveness in order to enhance purchase intention of consumers and eventually lead to their purchase behavior.

• 한국의류학회지
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• 제36권10호
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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.