• Journal of the Korea Fashion and Costume Design Association
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• v.20 no.3
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• pp.33-48
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• 2018

The purposes of this study were to investigate the social instrumentality of appearance, appearance orientation, and cosmetics purchasing behaviors of Chinese male consumers, and to find differences in the cosmetics purchasing behaviors of the male consumer groups, which were segmented by the social instrumentality of appearance and appearance orientation. The subjects were 400 adult males in their 20s to 30s from Gillim province in China. The measurements consisted of the social instrumentality of appearance, appearance orientation, cosmetics purchasing behavior, and the subject' demographic attributes. The data was analyzed by descriptive statistics, frequency analysis, $x^2$ test, multiple response analysis, cluster analysis, ANOVA, and Duncan's multiple range test, using SPSS program. The results were as follows. First, young Chinese male consumers had a high sense of the social instrumentality of appearance, but the tendency to invest time and effort to enhance their looks was still low. Second, on the basis of the social instrumentality of appearance and appearance orientation, young Chinese male consumers were classified into four groups (high involvement group, instrumentality group, orientation group, and low involvement group). Third, the four male consumer groups revealed many significant differences in various cosmetic purchasing behaviors (purchasing items, information sources, product selection criteria, purchasing motives, purchasing locations, store selection criteria, purchasing price, purchasing frequency, and cosmetics improvements). Therefore, the social instrumentality of appearance and appearance orientation are seen as significant variables to effectively segment the Chinese male consumer market. The cosmetics companies targeting young Chinese men need to establish differentiated marketing strategies, considering the characteristics of each segment of the consumer market.

• The Research Journal of the Costume Culture
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• v.29 no.4
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• pp.505-521
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• 2021

This study analyzed the effects of consumer confusion on shopping fatigue and negative purchasing behaviors in an internet shopping environment. Further, the effects of shopping fatigue on negative purchasing behaviors were analyzed. The survey was conducted among consumers in their 20s and 40s in the Seoul metropolitan area who had experience of purchasing fashion products through internet shopping. A total of 392 questionnaire were analysis, with frequency, reliability, factor, correlation, and regression analysis completed using the SPSS statistics program. The results of the study showed that consumer confusion and shopping fatigue in internet shopping environment affected negative purchasing behaviors. First, consumer confusion comprised overload confusion, similarity confusion, and ambiguity confusion. It was found that overload confusion and similarity confusion significantly affected shopping fatigue. Second, shopping fatigue significantly affected negative purchasing behaviors, and an increased level of shopping fatigue result in, increased purchase delay and non-purchase behavior. Third, consumer confusion (overload confusion, similarity confusion, ambiguity confusion) significantly affected purchase delay behavior, while similarity confusion and ambiguity confusion significantly affected non-purchasing behavior. These results will provide useful data for e-CRM and marketing directions of internet companies and will contribute to rational decision-making of internet consumers and improve the quality of consumer life.

• Journal of the Korean Home Economics Association
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• v.49 no.1
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• pp.93-106
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• 2011

The purposes of this study were to segment female consumers on the basis of their clothing image preference, and to investigate the clothing purchasing behaviors of each segmented market. The research method was a questionnaire survey and participants were 700 women aged from 20's to 60's in Daejeon and Chungnam province. The questionnaire consisted of items for clothing image preference, clothing purchasing behaviors and the participants' demographic characteristics. The data were analyzed by Cronbach's ${\alpha}$, factor analysis, cluster analysis, ${\chi}^2$ test, ANOVA and the Scheff$\'{e}$ test. The results were as follows. Female consumers were divided into 7 types(sophisticated, natural, characteristic, elegant, active, feminine, and neat type) by clothing image preference. The 7 segmented market groups differed in many ways in terms of demographic characteristics and various clothing purchasing behaviors(clothing selection criteria, purchasing motives, fashion information sources, places of purchase, shopping frequency, and quantity and cost of purchases). The results of this study supported the view that clothing image preference can be a useful and effective variable for female market segmentation.

• Journal of the Korea Fashion and Costume Design Association
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• v.16 no.2
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• pp.55-70
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• 2014

The purpose of this study was to investigate purchasing behaviors of summer clothes using cooling textiles and clothing design preference in summer season. The subjects were 623 married women aged from 30s to 60s. The research method was a survey and the measuring instruments consisted of purchasing behaviors of summer clothes using cooling textiles, clothing design preference in summer season, and subjects' demographics attributions. The data were analyzed by frequency analysis, multiple response analysis, cross tabs analysis, and $x^2$ test, using SPSS statistical program. The results were as follows. First, important clothing selection criteria were design, price, and textiles. The main items using cooling textiles that female consumers purchased were T-shirts, pants, and outdoor & sportswear. Main information sources of summer clothes using cooling textiles were internet and store display, and purchasing places were fashion outlet, internet, brand store, and department store. Second, female consumers most preferred comfortable and casual style. They mainly preferred white and blue color, pastel and pale tone, plain pattern, and cotton and functional materials in summer season. Third, there were many important differences among 4 age groups on purchasing behaviors of summer clothes using cooling textiles and design preference in summer season.

• Korean Journal of Human Ecology
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• v.16 no.1
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• pp.111-121
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• 2007

The purpose of this study was to examine university students' clothing and cosmetics purchasing behaviors according to gender and major. For the study, 337 university students living in Chonbuk area participated in this survey research. The data were analyzed utilizing SPSS statistics package. Exploratory factor analysis, reliability test, and t-test were used. Five factors in each clothing and cosmetics purchasing orientation were generated from the factor analysis. According to gender and major, clothing and cosmetics purchasing behavior were significantly different. Female students showed more impulsive, rational, and economical purchasing orientations than male students did. On the contrary, male students showed more independent and convenient purchasing orientations. The students with fashion design major showed higher tendency in impulsive and rational clothing purchasing orientations than non-fashion design major students. Finally, clothing and cosmetics purchasing behaviors were significantly different by gender and major in terms of information usage and expenditure for clothing and cosmetics.

• Journal of the Korea Fashion and Costume Design Association
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• v.25 no.3
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• pp.1-16
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• 2023

The purposes of this study were to investigate bag purchasing behaviors and design preferences of male and female adult consumers, and to find the differences depending on sex and age variable. A survey was conducted on 400 male and female adults from 20s to 50s. The questionnaire consisted of bag purchase behaviors, bag design preferences, and the subjects' demographic characteristics. The data were analyzed by Cronbach's α, factor analysis, x² test and t-test using SPSS. The results were as follows. First, as bag selection criteria, four factors (practicality, symbolism, aesthetics, and economics) were derived, and adult consumers considered economics as the most important among the factors. As for purchasing information sources, three factors (media, human resources, and store) were derived, and adult consumers considered human resources and store information sources more important than media. The main motive for purchasing bags was age and damage of the owned products, and Internet shopping malls were the most common purchasing place. The average annual cost of purchasing bags was 100,000 to 300,000 won, and the frequency of purchase was about once a year. Second, as bag preference images, four factors (individual, romantic, active, and classic image) were derived, and adult consumers preferred classic images the most. The shoulder bag was the most preferred as the bag shape, and black was the most preferred bag color. For the material, natural leather was the most preferred, and for the size, medium size was the most preferred. Third, bag purchasing behaviors and design preferences showed many significant differences according to the sex and age of the consumers. Therefore, the results of this study suggests that bag companies need to establish product development and marketing strategies in consideration of differences according to the sex and age group of adult consumers.

• Journal of the Korean Home Economics Association
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• v.47 no.6
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• pp.39-49
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• 2009

The purpose of this study were to compare school uniforms made in major and minor companies. Especially, purchasing motives, fitting satisfaction, and mending behaviors of school uniform were compared by middle and high school students. The most evident difference was exhibited in purchasing motive. Brand preference was the most important criterion in purchasing motive from a major company, while good pricing was the most important criterion in purchasing motive from a minor company. Apart from purchasing motive, purchasing behaviors such as fitting satisfaction, mending and mended part of school uniforms were not significantly different in relation to sex, grade, and type of company. These results indicate that major companies should consider lowering their prices and also adopt a high quality strategy for school uniform production. Minor companies need to identify areas of differentiation between themselves and larger companies, and produce niche market products that are for appealing to teenagers with a tendency to orient towards brands instead of quality. Furthermore, mature teenagers as consumers of school uniforms are receptive towards competition for reasonable price.

• Korean Journal of Human Ecology
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• v.5 no.1
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• pp.33-42
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• 1996

The purpose of this study is to investigate cosmetic purchasing behaviors among female college students in Cheongju area. Three-hundred female college students who were attending universities in Cheongju area were selected. Questionnaire survey method and SPSS computer program were utilized. The findings of this study were as follow: First, 8.5% of monthly disposible money was spent for cosmetic and this amount of cosmetic expenditure was a little burden to female college students. Second, most female college students began to make up from freshmen or sophomore. And they were making up for self-satisfaction rather than showing off. Third, the purchasing behaviors of female college students were most affected by TV advertisements. Fourth, female college students thought that cosmetic is a necessity rather than luxury for them. And they were considering quality when they buy cosmetic first and price second. Fifth, female college students showed that rather low level of impulse purchasing behaviors.

• Journal of the Korea Fashion and Costume Design Association
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• v.24 no.3
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• pp.33-48
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• 2022

This study aimed to investigate bag purchase behaviors according to materialism value. The subjects were 443 male and female adult consumers in their 20s to 50s. The research method was a survey, and the questionnaire consisted of questions on materialism value, bag purchase behaviors, and demographic characteristics. For data analysis, descriptive statistics, Cronbach's α, χ² test, factor analysis, cluster analysis, ANOVA, and Duncan's multiple range test were performed. The results of this study were as follows. First, materialism value was derived from three factors (happiness pursuit, possession-oriented, and success judgment). Second, subjects could be divided into three groups (happiness pursuit group, success judgment pursuit group, and immaterialism group) based on the materialism value variable. Third, the derived groups showed many differences in bag purchase behaviors. The happiness pursuit group considered all bag evaluation criteria factors (practicality, aesthetics, economy, symbolism) and bag purchasing information sources factors (mass media and personal sources) more than other groups, and showed a tendency to prefer select shops and complex shopping malls as bag purchasing places. In addition, the average annual cost and frequency of purchasing bags of this group were higher than those of other groups. The success judgment pursuit group considered symbolism as a bag evaluation criteria more than other groups, and considered personal sources as bag purchasing information sources more than mass media sources, and preferred luxury stores and department stores as bag purchasing places. On the other hand, the immaterialism group considered practicality and aesthetics as bag evaluation criteria and placed less importance on all information sources than other groups, and preferred Internet shopping malls as purchasing places. This group had the lowest average annual purchase cost and frequency among the three consumer groups. This study suggested that materialism value is a useful variable to segment male and female adult consumer markets effectively, and to understand the bag purchase behaviors of consumer groups divided by materialism value.

• Journal of Families and Better Life
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• v.22 no.1
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• pp.55-64
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• 2004

The major purpose of this study was to investigate purchasing behavior of environmental products by Korean consumers, which will ultimately help foster sustainable consumption. Environmental consciousness, environmental behaviors, level of awareness of environmental products, and purchasing of environmental products were examined. Mean differences between purchasers and non-purchasers of environmental products were compared in terms of environmental consciousness and behaviors, and the level of awareness of environmental products. A survey was conducted on 310 consumers in the greater Seoul metropolitan area. The data were analyzed by frequencies, percentages, logistic regression, and t-tests using a variable for interval scale and a variable for nominal scale. There were significant mean differences between purchasers and non-purchasers of environmental products on three variables of environmental consciousness and behaviors. Those who were educated on environmental issues showed a higher preference in purchasing environmental products. Among socio-demographic variables, the income level was the only variable that showed a significant mean difference between the two groups. Also, there was a remarkable difference in purchasing behavior between the two groups. For the purchasers of environmental products, the purchasing decisions took into account environment-friendliness of products. Non-purchasers of environmental products put more emphasis on price or quality of products. The results of the logistic regression analysis indicated that those who had higher education, who viewed environmental pollution as a serious problem, and who are more cognizant of the environmental labeling tend to purchase more environmental products.