• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.8
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• pp.1303-1318
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• 2010

This study is to understand the characteristics of Korean and Japanese consumers by analyzing the relation among consumer attitudes, concepts, and knowledge about luxury brands. In addition, the present study is to help to establish more effective marketing strategies for luxury companies by providing new data based on consumer knowledge. The author conducted a survey on a total of 816 male/female Korean and Japanese subjects ranging in age from 20 to 50s. The results of this study are as follows: First, Korean consumers have more positive attitudes toward luxury brands than Japanese consumers. Second, regarding the concepts about luxury brands, Korean consumers have concepts of luxury such as "involvement" "symbol of status" "scarcity" and "hedonism"and Japanese consumers have concepts such as "involvement" "ostentation" "high value"and "ornamentation" Third, Korean consumers are more confident in their knowledge and experiences about luxury brand consumption than Japanese consumers. The subjective knowledge has positive impacts on consumer attitudes toward luxury brands and becomes one of the reasons for the friendlier attitudes of Korean consumers toward luxury brands, compared to Japanese consumers. Fourth, the level of objective knowledge of Korean and Japanese consumers is high; but there is no statistically significant difference in the two countries.

• The Research Journal of the Costume Culture
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• v.17 no.3
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• pp.459-471
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• 2009

The purpose of the study is to examine the effect of VMD image appropriateness in apparel shopping contexts. Two competing models are utilized. The first model is developed from the emotion-cognition theory which explains that environmental cues(i.e., VMD image appropriateness) generate consumers' emotion, and in turn, consumers' behaviors. The second model is developed based on the cognitive theory of emotions and posits that environmental cues stimulates consumers' cognitive perceptions of retail environments, subsequently influencing consumers' emotional and behavioral response. A 2(VMD image appropriateness: high vs. low) between-subjects factorial design experiment was conducted. Female college students(n=592) participated in the experiment. Using structural equation modeling the study found that the emotion-cognition model better explains the effect of VMD image appropriateness on consumers' emotional, cognitive, and behavioral responses.

• Journal of the Korean Society of Fashion and Beauty
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• v.2 no.2 s.2
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• pp.48-58
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• 2004

The purpose of this study was to identify the variables influencing consumers' deal proneness. The data were collected from 385 college female students living in Daegu, Korea via self-administered questionnaires and were analyzed by frequency, factor analysis, Cronbach's ${\alpha},\;X^2-test$, t-test and stepwise regression analysis. The results of the study were as follows: 1) There was found significant differences of demographic variables between domestic and imported cosmetics' consumers. 2) Deal proneness which were Consumers' responses to sales promotion were classified into six factors which were mileage proneness, display proneness, gifts proneness, sample/coupon proneness, sweepstakes proneness, make-up show proneness. 3) Domestic cosmetics' consumers who had higher gift proneness, sample/coupon proneness, mileage proneness had significantly positive influence on the buying experience of promoted cosmetics. Imported cosmetics' consumers who had higher sample/coupon proneness and lower make-up show proneness had significantly positive influence on the buying experience of promoted cosmetics.

• Journal of the Korean Society of Costume
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• v.54 no.6
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• pp.1-12
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• 2004

Price is one of the most important components of marketing mix. For consumers, price is an always-existing cue and definite evaluation criteria. However, information on price is meaningful only when it is perceived. Sources of price perception can be the actual retail price at the selling point, the internal reference price expected by consumers for a certain clothing product, and the external reference price advertised by marketer such as the price before mark-down. The purpose of this study was to investigate the influence of internal reference price on consumers' purchasing process of clothing products. A questionnaire including clothing stimuli was developed in order to assess consumers' internal reference price level. Usable data from 680 adult female urban residents were used for data analysis. Results indicated that consumers with relatively lower internal reference price tend to react low-price focused external reference price and use discount stores and unit price promotions. Consumers with relatively higher internal reference price advertisement are likely to have higher level of education, tend to infer price information to higher quality or prestige of products, and purchase clothing with regular retail price or coupons.

• Journal of the Korean Home Economics Association
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• v.41 no.6
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• pp.105-117
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• 2003

This study was intended to investigate specific plan to enhance the adolescents consumers' environment-friendly consumption behavior in their consumption. For this purpose, a questionnaire was conducted among middle and high school students. As a result, the following findings were obtained: The related items in the questionnaire were categorized into factors in an attempt to investigate consumers' environment-friendly consumption. Factor I was coded as active recycling and the use of refilled products and Factor Ⅱ was coded as the behavior of active savings. Adolescents consumers with more experiences in environmental activity showed the higher level of behavior of environment-friendly consumption, and female adolescents consumer did so than male adolescents consumer And adolescents consumers showed the higher level of practical behavior of environment-friendly consumption in case of data and document arrangement than in case of cleaning, and in case of voluntary social service than in case of only cleaning.

• International Journal of Human Ecology
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• v.11 no.2
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• pp.39-50
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• 2010

This paper compares a cross-cultural and gender differences and similarities about consumer ethical perceptions and behaviors, and ethical ideologies between Korean and the US college students. It also examines the relationships between consumers' ethical perceptions and behaviors, and the relationships between consumer ethics and ethical ideologies. This research provides some evidence that supports the premise that consumer ethics is influenced to an extent by consumers' nationality and gender. The differences are not universal, however, and could perhaps be described as situational. The American college consumers were found to be more idealistic and relativistic than the Korean college consumers. But the differences were minor The American male college consumers were found to be more idealistic than the American female college consumers. The ethical consumer groups were found to be more idealistic and less relativistic than were the unethical consumer groups. Perceptions were positively related to behaviors in the consumer ethics. But the magnitude of impacts is different between the nations and in the dimensions of consumer ethics.

• Journal of Fashion Business
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• v.4 no.3
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• pp.141-155
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• 2000

The purpose of this study is to offer basic data to adolescents' cosmetic culture by investigating and analysing the choices made by female students who have been becoming principle consumers of cosmetics these days. Firstly, social and cultural backgrounds and concepts of N generation, and then characteristics and influencing powers of female students were reviewed. And this study also included questionnaire surveys of 500 female students in middle and high schools located in Seoul. Data were processed using a SPSS$^+$ program and analyzed by using frequency, percentage and the $X^2$-test. The major findings run as follows: Female students have the effects of spreading their words quickly and abilities of making a decision what to buy. And they accept consuming behaviors itself as a part of cultural lives. Therefore, industries have acknowledged them as new principal consumers with a powerful influence in the market. They also play an important role in active consumer as emotional generation who has distinct personalities and prefer fashion trends, changes and innovations. They show conformities with their peer groups and they also want to identify themselves with characters or stars. The cosmetic behaviors of female students relating to demographic characteristics showed a significant relation to grades, majors, school groups and places of residence. Female students have a lot of interest and knowledge about cosmetics. And they use various cosmetic products. This study demonstrated the age for using make-up for the first time has been becoming younger more and more. Recently, female adolescents tend to use face powder, lip gloss, mascara and eye shadow. It is assumed that cosmetic purchases of female students can be considered as an impulsive aspects. However, before purchases, the proportion of students having any particular cosmetic brand in mind previously has been increasing. They take into consideration skin safety, the quality of product and color, when purchasing cosmetic products.

• Journal of Fashion Business
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• v.4 no.4
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• pp.107-121
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• 2000

The purpose of this study is to offer basic data to adolescents' cosmetic culture by investigating and analysing the choices made by female students who have been becoming principle consumers of cosmetics these days. Firstly, social and cultural backgrounds and concepts of N generation, and then characteristics and influencing powers of female students were reviewed. And this study also included questionnaire surveys of 500 female students in middle and high schools located in Seoul. Data were processed using a SPSS$^+$ program and analyzed by using frequency, percentage and the $X^2$-test. The major findings run as follows: Female students have the effects of spreading their words quickly and abilities of making a decision what to buy. And they accept consuming behaviors itself as a part of cultural lives. Therefore, industries have acknowledged them as new principal consumers with a powerful influence in the market. They also play an important role in active consumer as emotional generation who has distinct personalities and prefer fashion trends, changes and innovations. They show conformities with their peer groups and they also want to identify themselves with characters or stars. The cosmetic behaviors of female students relating to demographic characteristics showed a significant relation to grades, majors, school groups and places of residence. Female students have a lot of interest and knowledge about cosmetics. And they use various cosmetic products. This study demonstrated the age for using make-up for the first time has been becoming younger more and more. Recently, female adolescents tend to use face powder, lip gloss, mascara and eye shadow. It is assumed that cosmetic purchases of female students can be considered as an impulsive aspects. However, before purchases, the proportion of students having any particular cosmetic brand in mind previously has been increasing. They take into consideration skin safety, the quality of product and color, when purchasing cosmetic products.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.8
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• pp.1015-1028
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• 2013

This study analyzed the relationship among swimming experiences, swimsuit selection criteria, swimsuit purchase satisfaction level, and the physical self-concept of female consumers. This study was based on a descriptive survey method using a questionnaire. The survey was conducted from June 15 through July 20, 2012, and the sample consisted of 330 female consumers in their 20s and 30s residing in the Seoul and Gyeonggi area. Factor analysis and Cronbach's ${\alpha}$ coefficients, ANOVA, Duncan's Test, and multiple regression analysis were employed for the data analysis. The results revealed that individual self-concepts on health, sports competence, and fitness were influenced by swimming experiences. There was a tendency for those with a longer period of swimming experience to have a higher level of brand consideration as a swimsuit selection criterion; in addition, they showed a higher satisfaction level with swimsuits. Individual physical self-concept influenced the consideration given to each swimsuit selection criterion as well as swimsuit purchase satisfaction level. The findings of the study reflect the possibility of utilizing swimming experiences as a criterion for swimsuit market segmentation. Attention to the quality of swimsuits as well as to the physical self-concept of consumers are required for marketing activities.

• Korean Journal of Human Ecology
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• v.14 no.1
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• pp.81-94
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• 2005

With an analysis of recent, nationwide data, this study figured out the level of consumers' pro-environmental behavior and investigated tile behavioral determinants in the hight of purchase, use, and disposal of pro-environmental goods. The major results are as below: Married consumers or consumers in their 40s were more likely to purchase pro-environmental goods. Consumers with high income-for example, over 3 million won per month-were less likely to purchase such goods. Married women or 40s/50s consumers tended not to buy used goods. Males than females, non-married than married, employed than unemployed had a higher pro-environmental behavior in the use stage. Furthermore, in the disposal stage, male than female, married than non-married, young than old, and consumers with low income than high income showed more active pro-environmental behavior. The purchasing behavior of pro-environmental goods was supported by both perspectives of rational behavior and social behavior. On tile other hand, the purchasing behavior of used goods was supported only by rational behavior perspective. It is also revealed that personal value perspective, along with the above two, influences the pro-environmental behavior in the stage of use and disposal. Overall, a high level of pro-environmental behavior was detected in such consumers as rational, public rule-abiding in favor of environmental policy, and also in consumers with strong family values or those with less materialistic value.