• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.10
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• pp.1015-1027
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• 2012

This study compares and analyzes cosmetics purchasing behavior according to the advertising and publicity implemented in women's monthly magazines as well as determines effective marketing strategies for the cosmetics industry. First, cosmetics advertising and publicity in women's monthly magazines can be classified into conventional advertising, advertorials, beauty news based on press releases, and beauty articles written by editors. In addition, consumer purchasing behavior has been examined in terms of use of information, purchasing intention, and purchasing experience. A study was conducted on women in their 20's to 40's in Seoul and Gyeonggi-do with 289 questionnaires used in the final analysis. Data were analyzed by common factor analysis, randomized block design, Bonferroni adjusted t-test, and multiple linear regression using SPSS 12.0/Windows. The results of the study can be summarized as follows. First, there was a difference in purchasing behavior according to types of cosmetics advertising and publicity in women's monthly magazines. Second, cosmetics shopping orientations were classified into six factors (the pursuit of impulsive purchasing and trends, well-known brands, convenience, low prices, efficacy and brand loyalty). There were significant effects of shopping orientation on cosmetics purchasing behavior according to the type of advertisement and publicity in women's monthly magazines.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.12
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• pp.1742-1753
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• 2007

The purposes of this study were to segment consumer groups by evaluative criteria and to find the differences among the groups in regard to sportswear benefits sought, domestic and imported brand attitudes, and sportswear image preferences. The subjects used for the study were 773 male and female consumers who were residents in Seoul. The data were analyzed by factor analysis, cluster analysis, t-test, and chi-square test. The results showed that there were two sportswear segments : brand/design-oriented group and function-oriented group. Statistical analyses showed that the two sportswear segments were different in regard to sportswear benefits sought, domestic and imported brands attitudes, sportswear image preferences, and demographics. Brand/design-oriented group sought the benefits of sex appeal/impression improvement, individuality, and conspicuousness, had a more favorable attitude toward imported brands, and preferred a prestigious image. They were relatively younger and had a higher income. In the meanwhile, function oriented group sought a comfort benefit from sportswear, had a more favorable attitude toward domestic brands, and preferred simple and active images. There were more high school graduates and home makers in function-oriented group. The implications of the study were discussed.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.2
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• pp.159-173
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• 2013

This research investigates the mechanism of ethical fashion consumption by examining the effects of benefit and risk perception on ethical fashion consumption attitudes and behavioral intention. To test the hypotheses, 300 female consumers between the ages of 20 and 49 were invited as study participants. The reliability and the validity of multi-item constructs were tested by Confirmatory Factor Analysis. The hypotheses were tested by utilizing Structural Equation Analysis and hierarchical multiple regression analysis. The benefit perception of ethical consumption was composed of three benefit types, which were altruistic benefit, social image benefit, and self-oriented benefit. Benefit perception, except social image benefit, had significant effects on consumer attitudes towards ethical fashion consumption; similarly, benefit perception had significant effects on behavioral intention (except self-oriented benefit) which had an effect on behavioral intention only when it was mediated by attitudes. Further analysis was conducted to understand the reason for the weak relationship between attitudes and behavioral intention. Financial and performance risk perceptions were tested for the moderating roles of attitudes and behavioral intention; subsequently, only financial risk interacted with attitudes and showed that the positive effects of attitudes on behavioral intention were weakened by a high financial risk perception. Performance risk had a main effect on behavioral intention independent of attitudes. Managerial implication and future study directions are also discussed.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.8
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• pp.1319-1330
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• 2010

This study examines the underwear purchase behaviors of female consumers based on fashion leadership. Data research was conducted on 348 females in their 20s and 30s located in the city of Seoul & the surrounding Gyeonggi provincial area. The SPSS 17.0 software program was used to conduct data analyses such as descriptive statistics, frequency analysis, factor analysis, cluster analysis, ANOVA, and Scheffe's test as a post-hoc analysis. The results of this study are as follow. 1. Fashion leadership was identified with four factors; fashion opinion leadership, fashion innovation, confidence of fashion, and potential fashion leadership. Customers were segmented into the following three subdivisions: fashion leaders, fashion followers, and fashion laggards. 2. The factors derived from the factor analysis of underwear purchase motive included pursuit of fashion, economic, and fashion coordination. Fashion leaders highly regarded the pursuit of fashion & fashion coordination, but fashion laggards regarded economics highly. 3. The factors derived from the factor analysis of selection criteria included design attributes, brand attributes, functionality of clothes, and practicality. Fashion leaders regarded the attributes of design and brands highly; fashion followers regarded design attributes highly. 4. The factors derived from the factor analysis of underwear attitude included fashion/shopping orientation, fashion coordination orientation, and wear sensation/modesty orientation. Fashion leaders regarded fashion, shopping, design, and fashion coordination orientation highly relative to fashion followers and fashion laggards. 5. Fashion leadership showed significant differences in purchase motives, selection criteria, and underwear attitude.

• Research in Community and Public Health Nursing
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• v.13 no.2
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• pp.260-271
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• 2002

Objectives: The purpose of this study was to identify basic health needs of adult clients to develop a community nursing center model in Seoul. Methods: Data were collected using a questionnaire survey from 894 adults registered at a public health center who were health management members, and visiting 4 community nursing centers, University of Wisconsin, Milwaukee during the period from July 1999 to January 2000. The data were analyzed using frequency, percentile, t-test, and ANOVA. Results: 1) The University of Wisconsin- Milwaukee School of Nursing has a long tradition of developing 4 community nursing centers with innovative health care programs. CNCs integrate the ability to implement and test effective intervention strategies with education, research, and practices of nursing students and faculty. They were designed to enhance the health status and quality of life for urban communities through the development of productive, outcome focused, collaborative partnerships among UWM-Nursing faculties and staff, other health and human service providers, consumers, and policy makers. It links the financial resources between UWM and 9 voluntary agencies and 12 public funding organizations including federal. state, and local governments. 2) Of the total health management members, 37.4% were reported to have at least one type of chronic disease such as hypertension, diabetes, and arthritis. Ten percent of them reported having obesity, and 44.2% reported lack of exercise. The health status of the subjects was within normal range in laboratory tests. However, female subjects showed more significant differences in obesity and cholesterol levels than male subjects. The subjects, who were in their 50s, showed more significant differences in obesity, SGOT, SGPT, and cholesterol levels than the subjects in other age groups. Conclusion: A community nursing center needs to be developed, that has a link between the nursing college and the public health center, with partnerships and a multidisciplinary approach. Based on the study results, exercise programs for middle aged adults are considered necessary. In particular, specific exercise programs for pre-menopausal women needs to be implemented in the future to prevent them from developing osteoporosis.

• Journal of the Korea Convergence Society
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• v.11 no.6
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• pp.153-161
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• 2020

The present study aimed to investigate the relationships among consumers' personality trait, brand tribalism, and brand commitment through brand trust and perceived switching cost. Data were collected from a convenience sample of three-hundred and ninety-four undergraduate students at a large Korean university. The participants consisted of 54.1% female (N = 213) and 45.9% male (N = 181). The results indicated that extraversion, conscientiousness, and emotional stability traits are directly related to brand tribalism. Also, brand commitment was directly associated with brand tribalism, brand trust, and perceived switching cost. In particular, our results showed the relationship between brand tribalism and brand commitment was mediated by brand trust, but not perceived switching cost. Therefore, our findings suggest that strong emotional connection of brand tribes may increase perceived switching costs and, consequently, affect brand commitment.

• Korean Journal of Human Ecology
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• v.23 no.2
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• pp.303-316
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• 2014

This study analyzed the effects of price perception and product attributes on brand loyalty and repurchase intention, and compared the differences in high- and low-priced cosmetic brands. Data were collected from female consumers in their 20s to 40s and a total of 411 responses were used for the final analysis. Findings were as follows. First, when comparing high- and low-priced brands, personal attribute and experiential attribute among cosmetic attributes, brand loyalty, and repurchase intention of high-priced showed the higher mean scores than those of low-priced. Second, all of three cosmetic attributes and P-Q/prestige were significant for high-priced brand loyalty, while experiential attribute, personal attribute, P-Q/prestige, and price consciousness were significant for low priced brand loyalty. Third, with respect to repurchase intention, all of three cosmetic attributes, P-Q/prestige, and sales proneness were significant for high-priced, while experiential attribute, personal attribute, and P-Q/prestige were significant for low-priced. Personal attribute contributed the most to high-priced brand loyalty and repurchase intention, whereas experiential attribute to low-priced. The findings of this study would be helpful to understand the purchase of high and low priced cosmetic brands. The managerial implications for cosmetic brand marketers were provided.

• Fashion & Textile Research Journal
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• v.19 no.3
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• pp.267-279
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• 2017

The necessity on children dresses for cultural events and emotional aspects in designs have become important according to the development of kids industry and revitalization of party culture, and so grasping emotional requirements of consumers (image perception) is necessary actually. For the purpose of this research, the study used 27 color pictures on the whole bodies of preschool children who wore children dresses that mixed clothing design factors differently (sleeve, skirt length, waist line, materials, color, decoration type and location) through a survey. Regarding the survey objects, this study objected preschool children of 5~6 years old girl's mothers who lived in Gwangju Metropolitan City, and its results were same as follows. First, the mothers evaluated children dresses like 'beautiful,' smart,' 'cute,' 'tidy' images. Second, sleeve, waist line, skirt length, materials, color, decoration type and location appeared to clothing cues affecting influences to overall image perception of children dresses, and decorations were implicated as salient cues that affected greater influences to image perception of children dress wearers than other clothing design factors especially. Based on the research, this study expects that various forthcoming researches have been made continuously, and it could become a guideline for the development of children dress industry afterwards.

• Fashion & Textile Research Journal
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• v.19 no.5
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• pp.579-588
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• 2017

This study investigates the wearing behavior and athleisure wear design preferences of women in their twenties as related to the design development of athleisure wear. A questionnaire survey was conducted on 185 women in their 20s. The survey was conducted from September to October 2016. Questionnaire items consisted of respondents' general items, athleisure wear and preference related items, and athleisure wear purchase related items. We collected 185 questionnaires from participants; subsequently, 169 were used as analytical data (except for incomplete questionnaires). The results of the study are as follows. Fit and wear comfort was the most important factor in the selection of athleisure wear. As a result of investigating the popularity of the athletic wear brand, the preference for the total sportswear brand was higher than the professional athletic wear brand. When the preferred colors were examined, the achromatic colors were ranked higher than chromatic colors. An examination of the preferred designs according to items indicated that the bra top preferred the 'U' shaped front plate and the 'Y' base basic type; in addition, T-shirts with the round neckline and the 1/4 length sleeves were preferred as tops. Leggings preferred long length type. It is necessary to develop a brand that matches the preference of the twenties' consumers by adjusting the aged target that can avoid the overheated competition and develop a niche market.

• Korean Journal of Human Ecology
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• v.21 no.1
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• pp.151-163
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• 2012

The purpose of this study was to examine the effects of perceived fit and brand transfer on extension evaluation in luxury fashion brands. The instrument for this research was a self-administered questionnaire based on a previously developed scale. The variables addressed in this scale included perceived fit, brand value for both parent brand (clothing) and extension brand (home line), extension brand association, and purchase intention of the product in extension brands. The participants in this research comprised of 215 female consumers between the ages of 19 and 51 demographically distributed nationwide. Data were analyzed by descriptive statistics, paired t-test, factor analysis, and regression analysis via SPSS 12.0. Findings showed that brand value consisted of two factors: cognitive and hedonic value in luxury fashion brands. Parent brand value was significantly related to perceived fit with a positive effect on brand association and hedonic value in extension brands. With respect to brand transfer, cognitive value of the parent brand increased the extension brand's cognitive value, while hedonic value of the parent brand increased the extension brand's hedonic value. In addition, purchase intention of the product in the extension brands was determined by the perceived fit and hedonic value of extension brands. This study also discusses the managerial implications for marketers in developing effective luxury brand extensions into new product categories, which leads to a synergy effect in building brand equity in the luxury fashion market.