• 한국의류학회지
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• 제36권2호
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• pp.218-230
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• 2012

This study examines the influence of innovativeness and price sensitivity on the purchase intention of smart wear. A total of 211 copies of data were analyzed to investigate a structural model and test research hypotheses using AMOS 7.0 package. The results were summarized as follows. First, fashion innovativeness and technology innovativeness negatively affected price sensitivity; however, information innovativeness positively affected price sensitivity. Second, technology innovativeness positively affected the purchase intention of smart wear; however, fashion innovativeness and information innovativeness did not affect the purchase intention of smart wear. Third, price sensitivity negatively influenced the purchase intention of smart wear. This study is useful for marketers and managers who establish marketing and a price strategy for smart wear in an exploration of the relation of consumer innovativeness, price sensitivity, and the purchase intention of smart wear.

• 패션비즈니스
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• 제22권2호
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• pp.14-26
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• 2018

This study was to explore purchasing behavior and repurchase intention by considering social-face sensitivity and conspicuous consumption. To do this, first, this study tried to explain how consumers had different characteristics for social-face sensitivity, conspicuous consumption, purchasing behavior, and repurchase intention for outdoor wear. Second, this study tested the relationship between consumer behavior (purchasing behavior and repurchase intention) and social-face sensitivity by considering the mediating effect of conspicuous consumption. As the results, first, there was a significant relationship between social-face sensitivity (sensitivity to saving face) and conspicuous consumption, which had a significant effect on the purchasing behavior with outdoor wear(purchase frequency, purchase cost). Second, social-face sensitivity (consciousness of shame) had a significant effect on conspicuous consumption (preference for famous brands, status symbol, pursuing fashion), and social face sensitivity (consciousness of social formality) had a significant effect on conspicuous consumption (preference for famous brands). The relationship between the conspicuous consumption and purchasing behavior showed that conspicuous consumption had significant effects on consumer behavior (purchase frequency, purchase cost). The relationship between the social-face sensitivity and purchasing behavior showed that being conscious of others had a significant effect on purchasing behavior. Third, purchasing behavior with outdoor wear had a significant effect on repurchase intention. Finally, this study confirmed that conspicuous consumption had a partially significant mediating effect on the relationship between social-face sensitivity (sensitivity to saving face) and purchasing behavior.

• 한국의류산업학회지
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• 제12권1호
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• pp.103-108
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• 2010

The purpose of this study was to analyze the effect of fiber contents of socks fabric on the subjective sensitivity and emotional sensibility of consumers. We investigated the relationship of subjective sensitivity and sensibility according to fiber contents and color value of socks. We made five plain knit fabrics as specimens, with a combination of chitosan/SUS fiber contents and three value levels of grayish color. The subjects were 15 males and 54 females in the twenties. The data analysis was conducted with Pearson's correlation analysis, ANOVA, Duncan multiple range test, and regression analysis. The major finds were as follows: A factor analysis showed that subjective sensitivity was classified into five factors (bulky, surface-rough, elastic, attention, and variety) and emotional sensibility was into four factors (salience, stability, luxury, and activity). There were significant correlation between the subjective sensitivity and emotional sensibility. The subjective sensitivities of 'surface-rough' and 'elastic' were significantly influenced by fiber contents. The sensibilities of 'salience' and 'luxury' were significantly influenced by fiber contents. Where as the 'salience' and 'roughness' were significant influenced by color value level. According to sex, there were significantly difference in 'bulky', 'elastic' and 'salience'. As a result of the regression analysis, preference, consuming desire and satisfaction appears to be closely related with all subjective sensitivity and sensibility.

• 한국의류학회지
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• 제34권11호
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• pp.1900-1911
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• 2010

This study focuses on clothing as one of the most seasonal products and investigates consumer behavior related to climate change adaptation. This study addressed four objectives: (1) to identify the clothing behavior of consumers for the adaptation to climate change; (2) to identify the effects of fashion involvement and climate sensitivity on clothing attitude for the adaptation to climate change; (3) to identify the effect of clothing purchase time on climate sensitivity and clothing attitude for the adaptation to climate change; and (4) to identify the effect of consumer demographics on climate sensitivity and clothing attitude for the adaptation to climate change. A survey questionnaire was developed and implemented to collect data for measuring clothing involvement, fashion involvement, and climate sensitivity. In addition, clothing involvement, clothing assortment needs, and clothing worn for the adaptation to climate change were measured. A total of 349 responses were analyzed by t-test, ANOVA and path analysis with SPSS18.0. The results of the analysis are as follows. Changes in temperature were considered more important than changes in weather for the functional needs of clothing, purchase needs, and assortment items needs. The assortment items wearing for the adaptation to climate change varied depending on the temperature and weather. Fashion involvement directly influenced clothing assortment needs and indirectly influenced the clothing worn for the adaptation to climate change. In terms of clothing purchase time, those purchasing clothing before the season begins, tended to have a high fashion involvement and clothing attitude for the adaptation to climate change. Those in their twenties and single, tended to be more sensitive to climate change. This study also discusses the implications for merchandising strategies.

• Human Ecology Research
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• 제61권3호
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• pp.281-295
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• 2023

This study examined consumer attitudes and intentions to participate in reward-based crowdfunding projects for fashion products. We focused on consumer innovation, price sensitivity, conformity, and consumer values as factors that might influence such attitudes and intentions. A survey was conducted with 228 individuals aged 18 years and older who are aware of or have had experience using crowdfunding. Respondents were asked to answer questions based on the example of actual fashion crowdfunding projects. To analyze the data, reliability tests, the generation of descriptive statistics, factor analysis, and multiple regression were performed using SPSS 25.0. The results revealed that consumer innovativeness, non-conforming tendency, and emotional, quality, social, and ethnical consumer values had a significant influence on attitudes, which in turn affected intentions to participate in crowdfunding. Consumer innovativeness, price sensitivity, emotional value, and social value also had a direct influence on intentions to participate. In addition to its academic contribution, this study has important marketing implications for project initiators striving to identify and understand consumers who are willing to participate in reward-based crowdfunding for fashion products.

• 복식
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• 제65권2호
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• pp.105-124
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• 2015

This research was started to study how the design identity of an overseas fashion house was formed, changed and connected. For the purpose of the study, Saint Laurent House was selected as the subject of the study, because it began as a couture house and launched the $pr\hat{e}t-\grave{a}-porter$ for the first time among the designer brands, and also contributed to the development of modern women's fashion. Literature survey on related books and papers was performed to study the Saint Laurent House. Then, fashion collection photos of the house from 1962 SS to 2014 SS were collected to analyze and compare the features of the designs. The photos were collected from related books, fashion magazines and internet sites. The results are as follows: The features of Yves Saint Laurent's early designs were contemporarily sensational with their couture tradition. His representative designs including Le Smoking, Pea Coat, Loose Fit Blouse, Safari Look, Jumpsuit, Ethnic Look and Art Look became the signature looks of the Saint Laurent House. His designs expressed the liberation of sex, multi-cultural sensitivity and the fusion of art and fashion. His successor, chief designer Tom Ford designed with strong sensitivity of his own. He dealt with Yves Saint Laurent's design themes and signature looks in sensual as well as trendy and sophisticated way. Stefano Pilati showed the Parisienne chic and elegance. He re-made the legacies of Yves Saint Laurent with his own design style using new materials or cutting technique. Hedi Slimane reinterpreted the signature looks of the house with his rock' n roll mood for young, modern women while reflecting the spirit of Yves Saint Laurent's early stage. In conclusion, the design identity of Saint Laurent House is not just a fixed one. By the subsequent chief designers, the signature items and design spirit of Yves Saint Laurent have been succeeded, reintroduced or changed to be trendy and to reflect the designers' design sensitivity. All of these make and maintain the design identity of the fashion house.

• 한국의류학회지
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• 제36권10호
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• pp.1074-1086
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• 2012

This study examines the influence of mentoring function on major adaptation of university students in a fashion related department and identifies the moderating role of self-efficacy and mentor competence on the effectiveness of a fashion mentoring function. Questionnaire data were gathered from 266 university students in a fashion related department with previous experience in a mentoring program. The results showed that the psychosocial function, sensitivity developmental function, and the fashion career developmental function had a positive impact on the department adaptation (adaptation for professor and adaptation for learning). In addition, there were moderating effects of self-efficacy on the influence of the fashion career developmental function on professor adaptation and the moderating effects of mentor competence on the influence of the sensitivity developmental function on professor adaptation. The results of this study provide various guidelines for professors or administrators of fashion related departments who are interested in mentoring systems.

• 자연과학논문집
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• 제10권1호
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• pp.175-197
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• 1998

소비자의 고품질 지향과 신 합리주의, 컨셉트지향은 고감도 패션시장에서의 F.M.D의 중요성을 강조하고 있다. 본 연구는 소비자의 기호와 듀행수용도 그리고 소비성향을 어떻게 마케팅전략으로 연결시킬 것인가에 대한 실질적이고도 총체적인 접근이다. 따라서 본 연구의 결과로, 첫째, 사회전반의 변화와 그에 따른 새로운 fashion lifestyle의 생성은 신 소비자 그룹 즉 신세대 층을 등장시켰다. 둘째, 급박한 트렌드 추종을 통해 신상품을 짧은 주기로 연속해서 만들어 내기보다는 소비자들의 개별생활 각각의 장면 (sence)에 맞는 컨셉을 발굴하여 세분화하는 전략을 채택해야 할 것이다. 셋째, 소비자의 고급화, 신 합리주의 추구 등 오리지널 지향 성향 등을 충족키 위해서 세계 유명 브랜드의 감각과 Quality를 가진 한국 오리지널(Korean original) 상품의 확립이 필요하다.

• 대한가정학회지
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• 제50권6호
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• pp.77-87
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• 2012

The purpose of this study is to investigate the influence of the mentoring function and mentor trust on the intention to reparticipate in the mentoring program, focusing on university students in fashion related departments. To achieve the purpose, research was conducted through a survey questionnaire. The questionnaire data from 223 university students in fashion related departments who experienced mentoring programs were analyzed. SPSS 18.0 and AMOS 7.0 statistical packages were used to investigate a structural model and test research hypotheses. The results derived from the analysis of the questionnaire survey were summarized as follows. First, the result showed that the mentoring function was composed of three factors: a sensitivity developmental function, psychosocial function, and fashion career developmental function. Second, the sensitivity developmental function, psychosocial function, and fashion career developmental function positively affected mentor trust. Third, the sensitivity developmental function positively affected the intention to reparticipate in the mentoring program, while the psychosocial function and fashion career developmental function did not influence the intention to reparticipate in the mentoring program. Fourth, mentor trust positively influenced the intention to reparticipate in the mentoring program. The results of the current study would be useful for the professor and university administrator who would like to establish a mentoring program in a fashion related department, by exploring the relation of mentoring function, mentor trust and the intention to reparticipate in the mentoring program.

• 한국의류학회지
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• 제42권2호
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• pp.327-341
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• 2018

This study analyzed the influence of social distance and visual information on consumers' fashion style preferences in terms of information characteristics and providers. Data were collected from 521 females in their twenties and thirties who had experience using SNS. The empirical study results were as follows. First, with other factors of exposure under control, the social distance of information characteristics and providers showed a significant impact on fashion style preferences only when social distances were close. Second, the impact of social distance varied depending on the consumer's characteristics. This proved that innovation had significant negative influences, while conformity and informational sensitivity to others showed positive influences on the effects of social distance in terms of information characteristics. Innovation and fashion leadership also showed a negative influence on the social distance effect in terms of information providers. Third, conformity, informational sensitivity to others, and fashion leadership, proved to have a significant impact on the acceptance of eWOM in fashion styles, but innovativeness and normative sensitivity to others did not have a significant influence. This study can be used as baseline data in SNS marketing strategies for vitalizing information spread through eWOM.