• 복식문화연구
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• 제27권5호
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• pp.479-495
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• 2019

This study defines Korean wave stars as Korean wave human brands and examines the influence of the characteristics, attachment, and self-congruity of the Korean wave human brand on brand equity. For this, this study surveyed Chinese female consumers in their 20s and 30s who consume many Korean wave products from May 2018 to June 2018. First, human brand characteristics, attachment, self-congruity, Korean wave aspiration level, and brand equity according to demographic characteristics were identified. Second, characteristics, attachment, self-congruity, and the aspiration level of the Korean wave human brand showed correlations with brand equity. However, brand awareness, a sub-factor of brand equity, does not show correlations with self-congruity. Third, characteristics, attachment, self-congruity, and Korean wave aspiration level had a positively influenced brand equity. Fourth, when looking into the mediated effect of attachment on brand equity, both human brand characteristics and self-congruity showed a partially mediated effect. Fifth, when analyzing the adjustment effect in the Korean wave aspiration level, a group with higher Korean wave aspiration level showed more correlations with attachment and brand equity. This study found that attachment and self congruity are important elements in forming human brand and brand equity. This study is significant in that it verified the influence of Korean wave brand power that has been on the rise recently on brand equity and provided a theoretical basis that has allowed researchers to determine that the characteristics, attachment, and self-congruity of Korean wave human brand significantly influence brand equity.

• 한국의류산업학회지
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• 제25권1호
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• pp.41-51
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• 2023

This study attempted to analyze the context characteristics and consumer characteristics that affect fashion curation shopping. The data used for this study were 223 questionnaires targeting male and female college students in their 20s in Busan and South Gyeongsang Province who had had the curated shopping experience in the latest three months. The SPSS program was used for the data analysis, and a reliability measurement, factor analysis, multiple regression analysis, T-test, and one-way ANOVA were conducted. The results were as follows. First, fashion curation shopping exhibited three factors: product subscription, marketing use, and product recommendation shopping. Furthermore, the context characteristics had sub concepts of five factors: selection, sharing, experience, discovery, and storage. Second, the context characteristics (selection, sharing, experience, discovery, and storage) had a significant influence on product subscription, marketing use, and product recommendation, which belong to the curation shopping category. Third, the fashion consumers' price sensitivity, trend sensitivity, and product knowledge had a deep impact on the marketing use and product recommendation. Fourth, there was no difference in the fashion curation shopping by male and female consumers and the average monthly fashion shopping frequency, and there were differences in shopping cost and time. This study can analyze the context and consumer characteristics that affect fashion curation shopping to establish an efficient fashion curation shopping system in practical terms. Additionally, academically, it can be proposed as basic data on the development of measurement tools for analyzing consumer behavior that prefers fashion curation shopping.

• 한국의류학회지
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• 제35권5호
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• pp.575-586
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• 2011

This study first examines the effect of perceived body characteristics, satisfaction with body characteristics on perceived size related risk, and internet shopping clothing behaviors; in addition, it also examines the effect of the perceived size related risk on clothing behaviors. A questionnaire was conducted with responses from 219 female students, aged 19 to 25. Data was analyzed by frequency analysis, correlation analysis, ANOVA and Duncan test. The findings suggest that a consumer satisfied with body characteristics has active clothing behaviors to improve her appearance or body image. The effects of perceived body characteristics and satisfaction with body characteristics on perceived size related risk are also identified. The perceived size related risk increases when the size information of an internet shopping mall is insufficient compared to the situation when the consumer is not satisfied with her body characteristics. The meaningful differences of clothing behaviors according to extent of perceived size related risk are identified.

• 한국의류산업학회지
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• 제26권1호
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• pp.88-98
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• 2024

With the growing preference among Chinese consumers for purchasing beauty products through social media networks (SNS), influencer marketing has recently emerged as a crucial strategy for maximizing word-of-mouth effects. This study aims to ascertain the impact of SNS beauty influencers' characteristics on trustworthiness and consumers' intentions to engage in word-of-mouth promotion. Furthermore, the study seeks to explore the moderating role of consumer involvement in the relationship between SNS beauty influencer characteristics and the trust consumers place in them. As part of an empirical analysis, an online survey was administered to 259 Chinese female consumers who had previously purchased beauty products through influencers on SNS. The data gathered were scrutinized by conducting multiple and hierarchical regression analysis to test the proposed hypotheses. The findings indicated that the attributes of "expertise,"' "intimacy," and "homogeneity" in SNS beauty influencers significantly affect influencer trust, whereas "charm" does not have a significant impact. Moreover, consumer involvement was found to moderate the relationship between SNS beauty influencer characteristics (expertise, intimacy, charm, and homogeneity) and influencer trust. Additionally, influencer trust positively influenced the intention to engage in word-of-mouth activities. These findings signify that leveraging influencers possessing qualities such as expertise, intimacy, and homogeneity can help enhance product exposure, popularity, and sales of the beauty industry. This study contributes valuable insights into the strategic utilization of influencer characteristics in the beauty industry and digital marketing, highlighting their pivotalrole in consumer engagement and the success of marketing strategies.

• 한국식생활문화학회지
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• 제34권3호
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• pp.296-307
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• 2019

This study aimed to develop processed foods that can be tailored to the tastes of consumers in countries to enter domestic and foreign markets utilizing fresh Korean pears, in which the consumption is decreasing. A survey was also conducted on three types of samples (pear jelly, pear rice cake, and pear muffin). As a result, both Korean and Chinese women aged in their 20s preferred pear muffins the most among the pear products evaluated. Pear jelly and rice cake were preferred by Chinese consumers because of their sweet taste (p<0.05). Pear rice cakes were preferred because of their texture (p<0.05). Pear muffins were not significant in all items except for odor/flavor and sweetness, but Korean consumers had a high preference for them and showed a significant preference for colors (p<0.05). Pear muffins were most familiar to both Korean and Chinese consumers showing a high willingness to purchase. An analysis of the preference inducement factors of consumers in each country of the three processed foods containing pears using Check-All-That-Reply (CATA) showed that the consumers of both countries preferred the 'pear odor/flavor' characteristics of pear jelly, and that pear rice cakes were preferred by Chinese consumers compared to Korean consumers. Pear muffins were preferred by Korean consumers. Overall, pear muffins are the product expected to be most suitable for female consumers in Korea and China aged in their 20s.

• 한국의류학회지
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• 제30권11호
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• pp.1608-1617
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• 2006

Due to the popularization of fashion, it is important for consumers to find out under what kinds of reasons consumers choose and prefer the clothing products as consumers are interested in clothing and have variety of their styles to choose This study is to classify the self-image of the middle-aged women and examine the characteristics of each group and also to inquire into the evaluation of clothing by each group. Data are collected through a self-administered questionnaire survey from 4 to October 31, 2005 from 350 middle-aged women in Daegu; 275 are used for the data analysis. Data analysis is performed using SPSS Package, which included cluster analysis, factor analysis, ANOVA, Duncan's multiple range test, and chi-square test. The results are as follows: 1. As a result of factor analysis of self-image, the five factors which are intelligent image, social image, fashionable image, female image, bold image are extracted. Besides, as a result of cluster analysis, the three types which are female-type, neuter-type, male-type are classified. 2. The middle-aged women regard the classic style as their best style for outgoing and then they like the casual style, elegant style, dramatic style in order. 3. As a result of factor analysis for clothing image, the four factors which are dignity, attraction, simplicity activity are extracted. 4. According to self-image types, there are differences for clothing image and preferring clothing styles. While female-type groups choose the elegant style, neuter-type groups regard the classic style as their best style and male-type groups regard the casual style as their best style. In case of daring style, the preference shows the lowest among all the types unrelated to self-image types.

• 한국응용과학기술학회지
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• 제39권2호
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• pp.348-358
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• 2022

본 연구는 여성 소비자의 외모만족도가 아이 메이크업 관심도 및 메이크업 관리행동에 미치는 영향을 검증하고, 아이 메이크업 화장품 시장에서의 마케팅 전략 수립 및 화장품 개발의 기초 자료를 제공하고자 하였다. 수도권 지역의 20-50대 여성을 대상으로 399부의 자료를 최종 분석하여 사용하였다. 연구결과, 첫째, 일반적 특성에 따른 외모만족도, 아이 메이크업 관심도, 아이 메이크업 관리행동에서는 각 요인에 따라 차이가 나타났으나, 아이 메이크업에 대한 관심은 자신에 대한 관리로부터 시작되며 유행을 따르는 것에 관심을 가지는 것을 알 수 있었다. 둘째, 외모만족도가 아이 메이크업 관심도에 미치는 영향에서는 이목구비에 대한 외모만족도가 높을수록 아이 메이크업 관심도가 높게 나타났다. 셋째, 외모만족도가 아이 메이크업 관리행동에 미치는 영향에서는 피부상태에 대한 외모만족도가 높을수록 유행선도형 메이크업 관리행동이 높게 나타났다. 결론적으로 외모만족도가 높을수록 아이 메이크업 관심도가 높아지고 메이크업 관리행동에 영향을 미치는 것을 알 수 있었다.

• 패션비즈니스
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• 제8권3호
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• pp.70-83
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• 2004

The female image has been changed incessantly with age and has been eminently represented in cosmetic advertisement. The female images are changed from the classical images to the active and professional images with the historical current of cyber, digital, and fusion. These changes in the expression of female image are largely due to the spread of post-modernism, feminism, de-construction (Kim, 1994), digital information revolution, and increase of income. The female images in cosmetic advertisement have been expressed very variously with fashion, marketing target, and characteristics of articles. (Im, 1997) The cosmetic advertisements of pure and graceful images were popular in the past. But nowadays individual image, womanly image, and unchanged beautiful image are in vogue. Individual image is very popular in young generation with very short fashion period. Active career woman image represents passion and beauty with extension of women' social roles. Unchanged beautiful image in modern industrial pollution stands for the desire of keeping the beauty in youth. Brand is very important factor to consumers in purchasing. Brand is no larger the simple concept in the past, and accepted as reflection of the image, social status, service, and life-style(Lee, 1998) consumers are very favorable to foreign cosmetics with the increase of overseas travels and import. This phenomenon is considered as very natural, especially in young generation. To create a successful brand image, the harmony of quality, psychological preference, advertisement, and reasonable price are required. According to the questionnaire research implemented by the subject of college women students in five universities in Seoul, the majority of college women students purchase domestic cosmetic brands in cosmetic specialty stores and depend on the tips of acquaintances. Quality, skin-trouble, and brand are considered as special regards for purchasing. Especially, internet shopping in purchasing marks high growth rate and preference for foreign cosmetics is very ardent. It can be expected that the 21st century is the epoch of various small production different from the mass-production in the 20th century. Female image will be probably expressed with individual, emotional, and professional image in the media of digital, fusion, cyber, and technology culture. It can be said that the tendency of cosmetic purchasing in the future will be more focused on brand image and life style.

• 한국유기농업학회지
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• 제16권1호
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• pp.21-42
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• 2008

This study was conducted to suggest some alternatives to facilitate consumers' purchase of EAP (Environment-friendly Agricultural Products) by comparing purchasers and nonpurchasers in terms of their socio-economic characteristics, EAP purchasing behaviors and perceptions, and overall evaluation on EAP. Data were collected by 562 Gwangju citizens selected through snowball and convenient sampling procedures in 2007. Purchasers were more likely to be female, older, and in a higher income level than nonpurchasers. Purchasers, who were more knowledgeable about EAP, had a higher tendency to obtain EAP information through more diverse sources, and more relied on EAP certification mark to distinguish EAP. Purchasers were also more concerned about the safety from pesticides and had more confidence in the safety of EAP than nonpurchasers. Purchasers were more likely to perceive the importance of 'facilitation of EAP' and 'providing education and information about EAP' than nonpurchasers. Generally purchasers tended to be more satisfied with EAP and higher intention to increase their EAP purchase in the future. Implications of the results were discussed.

• 한국의류산업학회지
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• 제6권5호
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• pp.595-604
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• 2004

This study is to investigate complaining behavior of consumers who purchase fashion products on the internet, as well as to find how the complaining behaviors are related to the consumers' characteristics. The subjects of this study are limited to the consumers who have experienced dissatisfaction when purchasing fashion products through the internet. The questionnaires were administered to male and female respondents using the internet shopping mall. The results can be summarized as follows: The factor analysis shows that consumer complaining behaviors are fitted well into four factors(direct complaining behavior, private complaining behavior, third-party complaining behavior, and no response). In the difference analysis by consumer's complaining behavior styles and gender, private complaining and third-party complaining behavior were significant statistically. In the difference analysis between consumer's complaining behavior styles and internet self-efficacy. Internet self-efficacy was significantly different according to consumer's complaining behavior styles, especially for direct complaining, third-party complaining and no response. Private complaining behavior, third-party complaining behavior and no response were negatively related to consumer retention, while direct complaining behavior was not.