• 한국의류학회지
• /
• 제35권6호
• /
• pp.646-658
• /
• 2011

Wide-spread practitioner literature exists for the one-to-one marketing effect from a firm's perspective; however, limited research discusses the psychological effect of one-to-one marketing from a consumer's perspective. The authors test a model that integrates the level of consumer-perceived one-to-one marketing effort (OTO-E), instrumental (i.e., perceived usefulness) and affective benefits (Le., pleasure and arousal), and attitude toward the e-store (ATE). The analysis of an online survey (conducted with 195 U.S. undergraduates) confirms the positive effect of level of OTO-E on the benefits that influence ATE. In addition, it reveals the positive effect of the affective benefits on the instrumental benefit. The results expand the current research on the value of one-to-one marketing by presenting a consumer-oriented approach. As the study was conducted in the U.S. market with intense consumer demands for individuation of service, the results should provide useful managerial/ theoretical implications to Korean apparel e-tailers, concerning their future implementation of one-to-one marketing.

• 한국의류학회지
• /
• 제32권12호
• /
• pp.1927-1938
• /
• 2008

소비자와의 장기적 관계 관리가 강조되는 현 시점에서, 소비자들이 인터넷 쇼핑몰에서 의류제품을 구매할 때 지각하는 관계혜택에 초점을 두고, 소비자들의 관계혜택지각이 쇼핑몰에 대한 관계몰입 및 충성도에 미치는 영향을 규명하고자 하였다. 본 연구를 위해 인터넷 의류구매 경험이 있는 20대 및 30대 남녀 소비자 343명에게 설문조사하였다. 연구결과, 인터넷 의류구매에서의 관계혜택지각은 쇼핑몰에 대한 관계몰입 및 충성도에 유의한 영향을 미쳐, 관계혜택지각이 클수록 쇼핑몰에 대한 관계몰입 및 충성도가 높은 것으로 나타났다. 또한 관계혜택지각 차원에 따라 소비자들을 유형화한 결과, 소비자들은 '사회적 혜택지각 집단', 경제/쇼핑편이성 혜택지각 집단', '쇼핑편이성 혜택지각 집단', '고객화 혜택지각 집단', '정보적 혜택지각 집단', '심리적 혜택지각 집단'으로 구분되었으며, 이들의 쇼핑몰에 대한 관계몰입 및 충성도에도 유의한 차이가 있는 것으로 나타났다. 본 연구는 인터넷 기업이 고객과의 관계를 결속시키고 나아가 쇼핑몰에 대한 충성도를 높이는데 도움을 줄 수 있을 것으로 본다.

• 한국의류학회지
• /
• 제26권7호
• /
• pp.1043-1054
• /
• 2002

The purposes of this study were to empirically examine the effect of relational benefits and relationship quality in the core variables of relationship marketing on customer satisfaction, to investigate the causal relationships among these variables. The questionnaires was administered to 417 women shopped in a fashion retail store in Gwang-ju city during January 14-18, 2002. For analysis of data, frequency, factor analysis, regression analysis, and path analysis were applied. The results were as follows: 1. The customers' perceived relational benefits were categorized as follow: 1) special treatment,2) social, and 3) psychological benefits. Relationship quality was categorized into two factors: trust and commitment 2. The relational benefits significantly influenced customer satisfaction. 3. The relational benefits significantly influenced relationship quality. 4. The relationship quality significantly influenced customer satisfaction. 5. The relational benefits had both direct and indirect effects on customer satisfaction mediated by relationship quality. The results indicated that causal relationship was existed among these three variables.

• 복식문화연구
• /
• 제23권3호
• /
• pp.484-497
• /
• 2015

The purpose of this study was to examine the effect that relation-building factors between beauty service stores and customers have on relationship quality and long-term orientation. Specifically, the influence of relation formation factors (relationship benefits and communication) on relationship quality (satisfaction and trust) and long-term orientation was empirically examined. This research was conducted through a questionnaire survey, and 402 adults were targeted from Jan. 6 to Jan. 16 in 2014. The results were as follows. First, the relationship benefits of beauty service stores were classified into four dimensions of psychological, social, economic, and informational benefits. It was found that only the dimension of psychological benefits had a significant influence on long-term orientation among the relationship benefits dimensions. Second, it was found that the psychological benefits of beauty service stores had positive effect on relationship quality (satisfaction and trust). It was shown that informational benefits had a significant influence on satisfaction only. Third, it appeared that communication had a positive effect on long-term orientation. Fourth, it was found that communication had a significant influence on relationship quality(satisfaction and trust). Finally, it was shown that relationship quality (satisfaction and trust) had positive effect on long-term orientation. The implications of the research and direction for future study were discussed.

• 복식문화연구
• /
• 제22권5호
• /
• pp.823-833
• /
• 2014

The objective of this study was to take a closer look at the clothing benefits sought by breast cancer survivors in Korea. A qualitative descriptive study was conducted, using the focus group interview. Data was collected from members of online breast cancer forum. 18 participants were breast cancer survivors who had mastectomy or lumpectomy in their 30s~50s. The data was analyzed using content analysis in order to identify significant themes. The analysis indicated that benefits were sought after functional/comfort, health, feminity, and compensation were found. First, breast cancer survivors considered functional/comfort to be most important benefit so as to keep the body comfortable from the weather. Second, participants put the healthy body as the first priority and chose a well-being lifestyle and were likely to wear clothes made in healthy fabric, such as organic, bamboo or charcoal. Also, they preferred to look active by wearing sport brands or outdoorwear brands. Third, after the surgery, they experienced the sense of femininity loss and the sense of crisis as a woman. Single women and married women in early 30s recognized more seriously, and they tried to recover feminity by wearing clothes with feminine details. Forth, breast cancer survivor consumers tended to shop for the psychological compensation. In summary, consumers with breast cancer surgery, unlike general healthy women, did not sought to be economic, fashion, self-expression benefits, rather they sought health, femininity, and compensation benefits. Therefore, it seems necessary to develop proper products and marketing strategy to meet the said consumer's special needs.

• 한국의류학회지
• /
• 제29권1호
• /
• pp.189-197
• /
• 2005

The purpose of this study was to find factors affecting sun protective behavior and intention to buy UV-protective clothing among Korean golfers. Health belief (HB) model and diffusion theory(DT) were used for the study. Dependent variable of HB model was sun protective behaviors (SPBs) and dependent variable of DT model was intention to buy (ITB) UV-protective clothing. Independent variables for HB model were cancer perception, perceived benefits, behavioral/psychological barriers and cues to actions, while independent variables of DT model were relative advantage, compatibility, complexity, friability, and observability, besides demographic variables. Perceived benefits and cues to action variables in addition to gender and age were significant determinants of SPB for Korean golfers. Also, relative advantage and compatibility. behavioral barriers and cues to action were significant in affecting intention to buy UV-protective clothes. Both HB model and extended DT model were useful to predict sun protective behavior of Korean golfers.

• 대한가정학회지
• /
• 제46권4호
• /
• pp.37-45
• /
• 2008

The purpose of this study is to investigate how relationship benefit affect trust and commitment, and how trust and commitment affect relationship continuity intention between apparel purchaser and salesperson. For the research, it was surveyed to 230 females in their 20's, who lives in Seoul and Kyeonggi on Feb 10th to 15th in 2007. With SPSS 11.0 program, the data was analysed by frequency analysis, reliability analysis, factor analysis and multiple regression analysis. The results are as follows: First, regarding to the results of factor analysis on relationship benefit, trust and commitment, the relationship benefit factor was divided into the social, psychological and economic benefits. The trust factor was divided into the professional and considerable trust, and the commitment factor was divided into the emotional and calculative commitment. Second, as investigating how relationship benefit affect trust and commitment during purchasing apparel, social and psychological benefits affected professional trust. The psychological benefit only affected to considerable trust. Also social and psychological benefit were statically affected to emotional commitment, economic benefit and psychological benefit were affected to calculative commitment. Third, relationship continuity intention was affected to professional and considerable trust, and emotional commitment.

• 대한가정학회지
• /
• 제40권5호
• /
• pp.119-132
• /
• 2002

The purposes of this study were 1) to classify female consumers on VALS, 2) to identify the differences of psychological characteristics and demographics among the classified groups, and 3) to investigate the apparel benefits, buying behavior, shopping practices and psychological characteristics of each groups. For the study, a sample of 340 female consumers participated in this survey research. The data was analyzed utilizing descriptive statistics, factor analysis, cluster analysis, $\chi^2$-test, one-way ANOVA and Duncan test. Seven dimensions of values were identified by factor analysis: Consumption-oriented, Achievement-oriented , Diligence/sincerity-oriented, Pessimistic value tendencious, conservative/conventional value oriented, Dignity-oriented and Socialite-oriented. Based on these dimensions female consumers classified into three clusters: inner values-directed group, passive/inactive group, and achievement-oriented group. Achievement-oriented group showed the highest scores in optimum stimulation level and materialism, and tended to be younger and be employed than the other two groups. Both inner values-directed group and achievement-oriented group showed higher scores in self-expression/individuality and quality out of five apparel benefit than passive/inactive group. Innovative communicators, fashion innovators and fashion opinion leaders were mostly in the achievement-oriented group, while fashion followers and fashion indifferents were mostly in the passive/inactive group. It was revealed that achievement-oriented group had a larger number of fashionable clothing items and experienced more activities in vogue. Also, there were significant group differences in shopping practice, such as average monthly allowance, number of annual purchase clothing items.

• 한국의류학회지
• /
• 제33권4호
• /
• pp.586-597
• /
• 2009

The purpose of this study is to identify the moderating effect of Internet lifestyle among relational benefits effect, customer satisfaction and customer loyalty on the Internet shopping mall. For the study, utilizing the convenient sampling method, the sample of study was composed of female and male adults aged between 20 and 30 living in Seoul metropolitan area who had experienced purchase of fashion products on the web. Of 350 distributed, 311 useful questionnaires were returned. The survey research design was employed with structured questionnaire. For data analysis, descriptive statistics, factor analysis, reliability analysis, cluster analysis and multiple-regression analysis were used. The results of this study are as follows: The results of Internet lifestyle were regarding 4 cluster of Internet lifestyle. 1) information seeking type, 2) shopping maniac type, 3) social gathering type and 4) passive follower type were obtained. The interaction of psychological benefits and the type of Internet lifestyle affected customer satisfaction positively. The interaction of customer satisfaction and Internet lifestyle reinforced customer loyalty. Especially interaction of shopping maniac type among Internet lifestyle types and customer satisfaction affected customer loyalty strongly.

• 한국의류학회지
• /
• 제38권1호
• /
• pp.59-72
• /
• 2014

This study investigated slow fashion consumers from a human desire viewpoint in order to examine the psychological aspects of slow fashion consumption. First, the concept of slow fashion was defined. Second, this study reviewed the concepts of desire found in Oriental philosophies and applied them to slow fashion consumption. This process identified the fundamental desire that motivates consumers of slow fashion. Lastly, the psychological aspects slow fashion consumers were examined through a comparison of fundamental desire and external reasons given by interviewees in regards to personal motivation to purchase slow fashion products. Data were collected through in-depth interviews with 10 unmarried women 25 to 37 years old with experience in buying slow fashion products. Exploratory data were classified into external reasons and fundamental reasons to derive the concept of slow fashion. First, slow fashion is defined as sustainable fashion that considers humans and nature. It also seeks to produce morally good products that transcend time and space. Second, we identified the following external reasons: social responsibility, pursuit of healthy products, and pursuit of beauty. Finally, we extracted four factors that reflected fundamental desire: Recognition Desire, Ostentation Desire, Sexual Appeal Desire, and Power Desire. Altruism was emphasized by respondents who expressed social responsibility among external reasons and the desire for recognition among fundamental reasons. However, this goodwill also originated from human desire due to the emotional healing they receive from helping others. Interviewees sought psychological benefits such as self-satisfaction and spiritual growth through slow fashion that implied an Association of slow fashion consumption with human desire. Slow fashion consumption was influenced by moral convictions as well as various desires; in addition, external reasons for slow fashion consumption could be explained by desire.