• Journal of the Korean Society of Clothing and Textiles
• /
• v.21 no.7
• /
• pp.1124-1138
• /
• 1997

This study intended to investigate the concept of Clothing Involvement and Brand and to provide useful basic data for building on affective brand strategy. The purpose of this study is as follows: first, It is to measure the result of Brand Extension attitudes and Brand Extension items by clothing involvement (high involvement/low involvement). Second, It is to classify the factors of Clothing Involvement which suggested in theoretical research and to clarify correlation between clothing involvement factor and brand evaluation, brand extension attitudes. Third, It is to investigate the affect that clothing involvement, demographic variable and brand type on Brand Extension Evaluation. Subjects of this study were the adult women in Seoul, who were extracted by sampling randomly during the fall of 1995. Questionnaire was used as major method of gathering data. They were analyzed by the SAS method such as Frequency, Anova, Duncan, Correlation, multiple regression, Factor analysis. Main result of this study were as follows : 1. In brand extension attitude evaluation by high-involve group and low-involve group, quality, reputation and buying intension of brand extension attitudes showed significant difference. B brand extension attitudes and items of high-involve group was high compare to low-involve stoup. High-involve group evaluated watch, underwear, shoes and stocking of extension items highly, and there is no involvement difference of perfume, parasol, cushion. 2. In order to classify the dimension of Clothing Involvement, it was carried out factor analysis. 1 found that Clothing Involvement was composed of 4 factors, namely, interest - fashion.perceived risk symbolism. Correlation between clothing involvement and brand extension attitude was as followed; Interest factor of clothing involvement was correlated the existing brand attitude. Brand preference of the existing brand attitude was related the image of brand extension attitude, interest of advertising was the quality and the reputation-image was the buying intension. 3. For evaluation of a factor influenced on Brand Extension, it was produced multiple -regression test. Demographic variables and brand types had some influence of Clothing Involvement and Clothing Involvement had on brand extension. 27% of interest, 26% of symbolism was explained by brand types and 15% of fashion, 6% of perceived risk was explained by brand types, demographic variables. And, 10% of brand extension was explained by interest, fashion and symbolism.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.21 no.2
• /
• pp.442-454
• /
• 1997

The purpose of this study was 1) to identify the effects of lifestyle activities and decision -making related variables (shopping orientations, use of information sources and importance of store attributes) on the outshopping behavior of female consumers in Seoul and satellite cities, and 2) to investigate the differences in the effects of those variables on the outshopping behavior among 4 clothing categories (formal wear, separates, casual wear, underwear). The data were collected via a questionnaires from 508 adult females of ages over 20's living in Seoul and satellite cities around Seoul and were analyzed by factor analysis and discriminant analysis. The results of this study were as follows: 1) Some of the factors of 4 decision-making related variables significantly discriminated the outshoppers and inshoppers. The most influential factors were attitude toward imported products, time-oriented and price-oriented attitude of shopping orientations. 2) There were significant differences in the effects of 4 variables on outshopping behaviors among 4 clothing categories. More factors were effective in discriminating the outshopping behavior for formal wear or separates purchase.

• Journal of Fashion Business
• /
• v.17 no.2
• /
• pp.82-94
• /
• 2013

This study aims to investigate purchase attitude towards uniforms, wear condition and their requirements for functional school uniforms for high school boy students, and to help to present basic data for the development of functional school uniforms by reflecting requirements from high school students. First, research on school uniform brands purchased in Busan, Ulsan, and Kyungnam regions showed 2 brands were preferred, and the school uniform purchase expenses are primarily between two hundred thousand won and three hundred thousand won. Second, in terms of differences among fabrics of summer and winter uniforms, many students answered that 'they are similar' or 'there is no difference'. As for complaints about winter uniforms, thermal insulation accounts for the highest rate. As a result of research on underwear worn primarily in the winter, boy students tend to wear underwear to keep their lower bodies warm rather than their upper bodies. They tend to keep their upper bodies warm with outerwear such as vests, cardigans, and padding jumper. According to a survey on experience and satisfaction of functional uniforms, students showed satisfaction with more than three points to all questions except for two, which means their satisfaction about the functions of uniforms that they wear currently is above the average. Third, many boy students complains about the thermokeeping of winter uniforms, especially thigh parts of pants. It is required to make research for the improvement of functional pants for boy students.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.25 no.1
• /
• pp.71-82
• /
• 2001

In this study, Internet users were separated into 3 groups(clothing shoppers, clothing non-shoppers, non-shoppers). Shopping behavior of clothing shoppers(those who used the internet channel for clothing shopping) and the attitude to internet clothing shopping were examined. And characteristics of clothing shoppers were compared with characteristics of clothing non-shoppers(those who purchased goods except clothing on internet) and non-shoppers(those who purchased nothing on internet). The reason why clothing non-shoppers and non-shoppers didnt purchase clothing on internet was also investigated. Questionaire was used as method of gathering data. Mean, ANOVA, Duncan-test, t-test and $\chi$$^2$-test were used for data analysis. 1. Clothing shoppers considered carefully design, exchange & refund, quality and price and purchased generally T-shirt, underwear, jeans and sports wear. 2. Clothing shoppers thought clothing in internet shopping malls was not various in item, design, color, size and price. But they were satisfied with shopping convenience. 3. Clothing shoppers were more conscious of the shopping cost compared with clothing non-shoppers and non-shoppers Recreational shopping orientations and fashion leader orientations were low in both groups. Self-confidence in connection with clothing purchase were high in each groups, but that of clothing shoppers were relatively higher than clothing non-shoppers and non-shoppers. 4. The reason why clothing non-shoppers and non-shoppers didnt purchase clothing in internet shopping malls was that they wanted to buy after trying on clothing in a store, didnt believe the quality of clothing, didnt need to purchase clothing in internet shopping malls, and worried about exchange & refund.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.29 no.9_10 s.146
• /
• pp.1230-1240
• /
• 2005

The purpose of this study was to apply a scientific and systematic method for assessing fashion goods' TV ads effects by EEG and questionnaires as determined by the type of ads appeal. Ads stimulants used in the survey were limited to underwear and sportswear that were advertised during $2000{\sim}2002$ on TV: 4 information-transferring and 4 emotion-evoking ads were used. Subjects were thirty healthy male and female college students. EEG was extracted from six lobes and the recorded EEG was analyzed by the range of frequency of ${\theta},\;{\alpha}\;and\;{\beta}$ waves. Data were analyzed by SPSS 11.0 with reliability test, $x^2$-analysis, t-test and frequency analysis. The emotion-evoking ads showed higher scores in memory, recall and attitude towards the ads. The responses of ${\theta}\;and\;{\alpha}$ wave were active throughout the ads but the response of ${\beta}$ wave was not. The results by the survey and the EEG test showed high similarities, indicating the EEG tests could be used as the supplementary tool for measuring ads effects.

• Journal of the Korean Society of Costume
• /
• v.54 no.4
• /
• pp.85-95
• /
• 2004

The Purpose of this study was to find a phase of clothing in Korean proverb. The results of the analysis of this research was as follows： In the case of headgear, was expose that symbolize handsomeness, conduct of life, personality that display charm and position which is not usage as only head protection. Upper wear was expressing aspect and person's similarity, and was symbolizing conduct of life by meaning of dress and its ornaments according to a person that dress displays that change. Trousers(bottom wear) was expose that it means aspect or conduct of life(a 4 case, 40％) through site. Overcoat showed that overcoat that is clothes that is symbolizing wearer's situation, aspect and wear most on face because is involved with behavior that is not right in clothes usage is used by standard that foretell personality. Underwear can know that expressed being involved with right behavior, nature by the basic clothes. I was able to know that I express an attitude of a life or a form through shoe, and the accessories won an minor order but that I have a large influence on a character or the appearance of a person. Silk fabrics expresses Position, and hemp cloth expressed by symbol that display ability. Also, silk fabrics had meaning that hint person's background. Dress and its ornaments that is used in proverb by these result can know that have function as symbolic symbol that display Person's nature or situation, aspect that is wearing clothes that is not function as only simple clothes.

• The Research Journal of the Costume Culture
• /
• v.17 no.2
• /
• pp.330-342
• /
• 2009

The purpose of this study was to investigate the equity formation of private apparel brand according the service quality of TV home-shopping. A questionnaire was designed for the survey and the subjects were 383 female adults in Seoul and the Kyongnam province, Korea. The statistical analyses were carried out in the forms of frequency, factor analysis and path analysis of SPSS WIN 14.0. The findings throughout the research are as follows; First, the underwear sets and single item apparel sets with private brand had been well sold at better price. Second, the service quality of TV home shopping was perceived as the four factors of safety, contents, informative faculty and reliability. The reliability and contents factors had higher effects on the equity formation of private apparel brand. Third, the brand image, perceived quality, brand recognition as the cognitive dimension had influenced on the hedonic and utilitarian attitudes. The hedonic attitude and perceived quality had a great deal influence on the purchasing intend as the last behavior dimension.

• The Research Journal of the Costume Culture
• /
• v.7 no.4
• /
• pp.111-126
• /
• 1999

Apparel purchase behaviors were investigated for the high school girls grouped by attitude toward fashion. Differences in attitudes toward fashion were also investigated among the groups determined by demographic characteristics. Data were collected by a self-administered questionnaire survey to 600 high school girls living in Seoul, and 480 were used for the data analysis. Cluster analysis, Chi-sguare analysis, ANOVA, and Duncan\`s multiple range test were used for data analysis. Technical school students and those who spending higher amount of monthly allowances showed favorable attitudes toward fashion. Based on the attitudes toward fashion, respondents were classified into 3 groups : fashion-oriented(32.3%), fashion-conformed(47.3%), and unconcerned(20.4%). Among the 3 groups, the Fashion-oriented tended to make purchase decision for clothing based on there own, or peer\`s opinions, to use personal sources for information search, to spend more money for clothing, and to consider design and brand names as the most important criteria when purchasing apparel products than the less fashion-oriented did. Among clothing styles popular to students, the most appropriately perceived for student wear were semi-formal style, and the least appropriate ones were wearing bold colored and patterned underwear for the purpose of showing out. Most of the popular styles among high school girls were perceived less than appropriate student\`s attire.

• Journal of the Korean Society of School Health
• /
• v.6 no.1
• /
• pp.69-77
• /
• 1993

The purpose of this study is to obtain some basic data necessary for more effective health education by questionnaire survey on the knowledge, attitude and preventive health behavior. The questionnaire forms were delivered to 500 university students in seoul during periods from 24 to 28, september, from 7 to 19, October, 1991. The result of this study can be summarized as follows: 1) Washing hands after using toilet has relationship to sex (fece: $X^2=51.55$, urine: $X^2=36.25$, p<0.05). Index of female was higher than that of male. 2) Tooth brushing has relationship to sex ($X^2=13.28$, p<0.05). The tendency of practice of male and female was similar. 3) Changing of underwear 1~3 days were the highest and it has relationship to sex ($X^2=162.846$, p<0.05), birth place ($X^2=97.18$, p<0.05). Index of female was higher than that of male. 4) Bathing has relationship to sex ($X^2=80.92$, p<0.05). birth place ($X^2=54.18$, p<0.05, pocket money ($X^2=33.04$, p<0.05). 5) The attitude on occurrence of epidemic disease has relationship to sex ($X^2=70.33$, p<0.05). A female was more senstive than male. 6) In case of slight disease, a cold, illness from fatigue, the utilization of drug store was higher. The utilization of medical center according to disease has relationship to sex ($X^2=69.84$, p<0.05). 7) Medical behaviorism has relationship to school year ($X^2=35.18$, p<0.05), sex ($X^2=42.18$, p<0.05). 8) The utilization of school health center has relationship to sex ($X^2=10.73$, p<0.05), the school year ($X^2=72.09$, p<0.05), the pocket money ($X^2=38.80$, p<0.05). 9) The experience of health education has relationship to school year ($X^2=10.96$, p<0.05). No experence is 95.4%. 10) The subject for health-medical knowledge is necessary. The need for subject has relationship to sex ($X^2=10.86$, p<0.05).

• Journal of Korean Home Economics Education Association
• /
• v.20 no.3
• /
• pp.201-213
• /
• 2008

This study was intended to examine the relationship between lifestyle and school uniform design modification in high school girls and provide basic data for guidance in the wearing of school uniform. The subjects of this study were 585 girls who were in the first and second grades of high schools throughout Gwangju. This study was executed using a questionnaire. The data from this study was processed using SPSS WIN 12.0(Kr). The results were as follows; This study hypothesized that the perception and attitude on school uniform modification would be significantly difference depending on lifestyles in high school girls. The significant differences appeared in a few items. So the results suggested that school uniform modification was a common that appeared in most high school girls. However it was affected by their lifestyle. specifically, a digital-dependence lifestyle group has a few different perceptions and attitudes on school uniform modification than the others. In other words, school uniform modification in high school girls who spend their most time in school is a general and universal clothing behavior by psychological factors rather than the effect of lifestyle. It is considered that rules concerning school uniform modification should allow students to express their individuality within certain limits. Teachers should instruct students to wear appropriate underwear rather than keep students under control with a fixed set of rules. If High school girls have a negative body image as a result of their exposed body, they should receive active educational guidance.