• 한국의류산업학회지
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• 제22권1호
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• pp.25-37
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• 2020

This study investigates the clothing purchase behavior of active seniors in their 50s and 60s. Differences of clothing purchase behaviors were examined according to gender and the group classified by shopping orientation. Data were collected from September 2 to September 9, 2019 using a professional internet research panel; subsequently, 246 sets of useful data were analyzed by descriptive statistics, factor analysis, reliability analysis, t-test, chi-squared test, ANOVA and Duncan-test using SPSS 21.0. The results of this study were as follows. First, there were significant differences in clothing purchase behavior of purchase frequency, purchase item, purchase price, and purchase channel according to gender; therefore marketers need plan different merchandising and retailing strategies between man's wear and woman's wear. Second. the result of cluster analysis by shopping orientation showed that active seniors were categorized into four groups including 'active shopping pursuit', 'economic/pleasure pursuit', 'convenience/brand pursuit', and 'passive shopping pursuit'. Third, there were significant differences in demographic variables such as gender and occupation according to four categorized groups. In addition, the significant differences of clothing purchase behaviors were verified according to four groups. 'Active shopping pursuit' group was shown to make the best use of offline channels and online channels in information research and product purchase.

• 한국의상디자인학회지
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• 제21권3호
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• pp.37-53
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• 2019

The purposes of this study were to investigate Chinese female consumers' shopping orientation and clothing shopping behaviors on the internet and to find the differences in internet shopping behaviors of consumer groups segmented by clothing shopping orientation. The subjects were 417 women in their 20s and 30s from the Gillim Province, China. The research method was a survey, and the questionnaire consisted of a clothing shopping orientation subscale, clothing, their shopping behaviors via the internet, and the subjects' demographic characteristics. For data analysis, a frequency analysis, a cross-tab analysis, a factor analysis, a cluster analysis, ANOVA, and Duncan's multiple range test were performed. The results of this study were as follows. The clothing shopping orientation was derived using five factors (trend pursuit, pleasure pursuit, brand pursuit, economic pursuit, and convenience pursuit). Chinese female consumers were classified into three groups (hedonic group, ambivalent group, and practical group) by clothing shopping orientation. These three groups showed many significant differences in their clothing shopping behaviors on the internet. The hedonic group preferred the specialty and cross-border shopping malls, and considered product quality and trend as their main purchase motives. The ambivalent group considered the convenience of the purchase and trend as important motives as compared to the other groups, and they use more various product selection criteria. The practical group considered low price and convenience and the search simplicity of various products as major purchase motives. In addition, the hedonic and ambivalent groups had a higher purchase satisfaction and purchase intention from internet shopping than the practical group. This study suggested that clothing shopping orientation is one of the useful segmentation variables and fashion marketers needed to establish differentiated marketing strategies for each consumer group that is segmented by clothing shopping orientation.

• 한국의상디자인학회지
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• 제19권3호
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• pp.127-142
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• 2017

The purpose of this study was to investigate the clothing and cosmetics purchasing behaviors of middle aged male consumers according to objectified body consciousness. The subjects were 329 male adults aged from 40 to 59, and measuring instruments consisted of objectified body consciousness, clothing and cosmetics purchasing behaviors, and subjects' demographics attributions. The data were analyzed by factor analysis, cluster analysis, multiple response analysis, cross tabs analysis, and $x^2$ test using the SPSS program. The results were as follows. First, three factors (body shame, body surveillance, and control belief) emerged on objectified body consciousness. Second, subjects were divided into 2 groups (objectified group and non-objectified group) by objectified body consciousness. Third, these two consumer groups showed many differences regarding clothing and cosmetics purchasing behaviors. The objectified group showed many more positive clothing and cosmetics purchasing behaviors than the non-objectified group in terms of purchase motives, selection criteria, information source, purchase place, and purchase cost per month. These results show that objectified body consciousness is a useful variable for understanding adult male clothing and cosmetics purchasing behavior and to segment the male consumer market effectively.

• Asia pacific journal of information systems
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• 제26권1호
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• pp.66-79
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• 2016

The availability of detailed data on customers' online behaviors and advances in big data analysis techniques enable us to predict consumer behaviors. In the past, researchers have built purchase prediction models by analyzing clickstream data; however, these clickstream-based prediction models have had several limitations. In this study, we propose a new method for purchase prediction that combines information theory with machine learning techniques. Clickstreams from 5,000 panel members and data on their purchases of electronics, fashion, and cosmetics products were analyzed. Clickstreams were summarized using the 'entropy' concept from information theory, while 'random forests' method was applied to build prediction models. The results show that prediction accuracy of this new method ranges from 0.56 to 0.83, which is a significant improvement over values for clickstream-based prediction models presented in the past. The results indicate further that consumers' information search behaviors differ significantly across product categories.

• 대한가정학회지
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• 제34권4호
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• pp.1-19
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• 1996

The purpose of this study is to clarify the tendency of impulse buying behavior and the consumer psychological characteristic factors which arouse impulse purchase and the difference in exploratory behavior according to the degree of impulse buying behaviors. For this purpose existing studies on impulse buying behaviors, consumer stimulation levels and exploratory behaviors were theoretically reviewed. And field survey was carried out for this study; 353 women impulse consumers were selected by convenience sampling method. The summarized main results of this study are as follows; 1) In relative perspectives, the consumers who has high degree of impulse buying behavior was favor of sensory buying behavior but, was lack of planned and rational buying behaviro. 2) The optimal stimulation level of high-impulse consumers is higher than that of low-impulse consumers. Especially, optimal stimulation level of impulse consumers is significantly higher than their life-style stimulation level. This means that impulse consumers are consider to a stimulation seeker. 3) The high-impulse consumers have high exploration through shopping, high information seeking behavior, high interpersonal communication level, high risk taking behavior and particulary high sensory exploratory patterns in purchase exploratory behaviors than that of low-impulse consumers.

• 동아시아식생활학회지
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• 제25권3호
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• pp.387-395
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• 2015

This study analyzed the Importance-Performance Analysis (IPA) of purchase behaviors and attributes for Hangwa. The data for this study were collected over 10 days from April 10 through April 19, 2013. For empirical research, married women over the age of 20 in Gwangju with buying experience of Hangwa were surveyed. A total of 172 questionnaires were completed and statistically analyzed by SPSS 18.0 package. Analysis rate was 96.6%. To review Hangwa purchase behaviors, most respondents bought Hangwa four or five times per year for memorial services or ancestral rites. Respondents bought Hangwa at big supermarkets and the types of Hangwa bought were Yukwa and Yakgwa. Their average expenses were 20,000 to 30,000 won per purchase. Among purchase attributes of Hangwa, respondents considered the importance of 'sanitation' (4.76 points) a top priority, followed by 'origin' (4.75 points), 'quality' (4.74 points), 'taste' (4.57 points) and 'appearance' (3.82 points). However in the case of satisfaction, 'sanitation' (3.85 points) was the most satisfying aspect, followed by 'package' (3.82 points), 'amount' (3.80 points), 'appearance' (3.51 points) and 'taste' (3.41 points). According to the IPA results, 'quality' and 'origin' purchase attributes, should be quickly improved. 'Sanitation' and 'taste' should be maintained. This survey found that satisfaction levels for Hangwa purchase attributes had a significant influence on overall satisfaction (F=29.11, p<.001), and especially 'taste' ($\beta$=.42, t=6.69, p<.001) had a meaningful effect on overall satisfaction. In addition, satisfaction levels for Hangwa purchase attributes affected repurchase intention (F=20.05, p<.001). From these results, Hangwa manufacturers should make efforts in product development to induce customers satisfaction and repurchase intention.

• 대한가정학회지
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• 제41권4호
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• pp.45-56
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• 2003

The purpose of this study was to segment consumers based on sales promotion orientation and examine the differences between the consumer segments on shopping behaviors and promotion usage behaviors. A total of 462 responses collected from a questionnaire survey to subjects aged over 20s were analyzed. Cluster analysis on sales promotion orientation identified four groups including rational group(21%), active group(28％), insensitive group(22.1%), and interest group(28.9%) of sales promotion. ANOVA revealed significant differences among the four groups on shopping behaviors(information seeking, store visit, and clothing purchase) and promotion usage behaviors(the usage level of sales promotion, impulse buying, brand switching, and store switching). The active and interest groups were more actively seeking information than the other two groups were. The active group was most affected by sales promotion showing the highest impulse buying and brand and store switching behaviors, and the interest group was most active on store visit and clothing purchase. The insensitive group was the least engaged in all the behaviors.

• 한국식품위생안전성학회지
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• 제25권2호
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• pp.180-184
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• 2010

본 연구는 식품안전 사건에 따른 소비자들의 구매행동 변화를 조사할 목적으로 2008년 발생한 멜라민사건을 예로 하여, 사건 전후의 주부들의 의식 및 행동 변화를 조사하기 위하여 2009년 3월 전라북도 군산지역에 거주하고 있는 주부 565명을 대상으로 설문조사를 실시하였다. 그 결과 우리나라 식품안전 수준에 대해서 52.3%가 불만족스러워 하는 것으로 나타났으며, 멜라민 사건 발생 후 어느 정도의 시간이 경과하였지만 조사대상자의 74.6%는 여전히 멜라민을 독성이 높은 물질로 인식하고 있는 것으로 나타났다. 멜라민 관련식품의 구매수준을 5점 척도에 의해, 사건 발생 전, 발생기간, 사건 종료 후(즉, 조사시점)의 수준을 분석한 결과, 각각 $2.47{\pm}0.97$, $1.80{\pm}0.92$, $1.62{\pm}0.92$(p<0.001)로, 사건발생 후 어느 정도의 시간이 경과하였음에도 구매수준은 더욱 낮아 진 것으로 나타났다. 독성 인식수준에 따른 구매수준에 변화에 있어서는 독성수준이 낮다고 인식하고 있는 사람은 관련제품 구매에 큰 변화가 없었으나, 높다고 인식하고 있는 사람은 구매수준에 있어 더 많은 감소를 나타냈다(p<0.05). 식품안전인식 수준에 따른 구매수준에 변화에 있어서도 국내 식품안전수준이 안전하다고 인식하고 있는 사람은 여전히 관련제품의 구매에 큰 변화가 없는 것으로 나타났다(p<0.05). 결론적으로 식품안전 수준에 대한 사전인식과 해당 유해물질에 대한 정확한 정보가 사건발생후의 식품구매행동에 많은 영향을 미친다고 볼 수 있으며, 소비자와의 체계적이고 다각적인 방향으로의 위해정보교류의 필요성이 한층 커지고 있다고 볼 수 있다.

• 복식문화연구
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• 제18권1호
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• pp.133-149
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• 2010

The purpose of this study was to investigate the brand awareness, attributes and purchase behaviors for luxury products in the age of mcluxury. In-depth interviews were conducted to 18 consumers(10 singles, 8 married) in the age range of 20~49 and having purchased luxury products twice in last 1 year. The interviews were directed by a trained mediator according to the interview guidelines and recorded. Interviewees were asked to talk freely and protocols were made for data analysis. Similarities were found regarding the salient attributes, brand awareness of luxury products as known in general; however, the perceived importance of each attribute of luxury products seemed to be changed as mcLuxury has continued. Moreover, the consumers' attitudes toward the luxury products consumption tended to become favorable than before, and the motives to buy luxury products were more value-oriented and self fulfillment rather than display one's wealth. The buying behaviors of luxury products vary among different age groups. However, most of them tended to purchase luxury products at duty-free shops and premium outlets while traveling abroad, or bought them on sale at domestic department stores.

• 복식문화연구
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• 제12권1호
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• pp.90-103
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• 2004

The purpose of the present study was to investigate images pursued and purchase behaviors for clothing as determined by self-image. Data were collected through a self-administered questionnaire survey from March 3 to March 11, 2003 from 600 female students attending universities in Seoul; 514 were used for the data analysis. Data were analyzed by chi-square analysis, t-test, ANOVA, correlation analysis, tics, cluster analysis and Duncan's multiple range test. Self image was defined six factors: social image, gay image, intellectual image, girlish image, iron nerves image, image like a man and was classified three group avail of six factor: commonness type, social brilliance type, immature boldness type. The results showed significant differences in images of actual clothing worn by self and in the clothing image pursued among the groups determined by the self image. Significant differences were also found in clothing purchase behaviors such as monthly clothing expenditure, shopping frequency, store types, and the clothing items often used for expressing self-image among the groups divided by self-image.