• 한국의류학회지
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• 제33권10호
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• pp.1601-1610
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• 2009

Unplanned purchase is an unexpected buying behavior affected by product or marketing stimuli. Unplanned purchase does not follow the order of the rational decision making process. Through an in-depth interview, this study classified the types of unplanned purchase of clothing and examined the decision-making processes. The results (according to the need recognition level of consumers prior to stimuli) show three types of unplanned purchase of clothing products that are classified as: the need-manifesting type, the need-embodying type, and the need-reminding type. In addition, each type is reclassified into the high-cognition type and the low-cognition type according to the cognitive effort level of consumers during the purchase decision-making process. The need-manifesting type recognized a buying need after exposure to stimuli and then engaged in unplanned purchases. The need-embodying type recognized a problem, but the purchase intention was not concrete. The need-reminding type recognized a desire to buy clothing products, but temporarily forgot it, and then later remembered the problem recognition from the past after experiencing the stimuli.

• 한국의류학회지
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• 제39권4호
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• pp.625-639
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• 2015

The number of Chinese tourists visiting Korea has rapidly increased over the last decade. It is important to understand Chinese consumption patterns and shopping behavior because they have become major customers in the Korean fashion market. This study focuses on how Chinese tourists feel while shopping in Korea and how emotions influence their attitude towards purchased products. We examine how planned purchase and unplanned purchase impact shopping emotions and product usage satisfaction. A survey was conducted on 550 women between 20 and 60 years of age who have visited Seoul more than once with an online panel from an international survey firm. Data are analyzed using structural equation modeling by AMOS 20.0. Respondents were asked to recall most impressive fashion product that they bought in Korea during their recent visit and to answer if it was a planned or unplanned purchase. This study also measures emotions during product purchases and usage satisfaction. The respondents are categorized into heavy and light buyers according to purchasing power to determine the moderating effects of purchase amount. The results indicate that planned purchases tend to deliver positive emotions that enhance product usage satisfaction. In the case of unplanned purchases, without the mediating role of positive shopping emotions, it has a negative impact on product attitude and shows the importance of positive emotions during shopping. The influence of unplanned purchases on shopping emotions or product attitude in light buyers is not significant for the moderating effect of purchasing power. Only planned purchases trigger product usage satisfaction when it is mediated by positive emotions.

• 복식문화연구
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• 제27권3호
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• pp.285-297
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• 2019

Retail firms have begun to pursue the marketing strategies, which stimulate consumers' sensibility and lead people to purchase their products. The visible effects of visual merchandising (VM) arouse consumers' interest and play an effective role in having busy people efficiently choose products. Apparel retail stores such as SPA use the offline store to be the experiential environment of their branding. Consumers' sensitivity and response toward various visual merchandising strategies needs to be accessed. The purpose of this study is to identify VM consciousness and VM evaluation attribute factors. Relationship of such variables with other variables were accessed. As consequence variables, product satisfaction and unplanned purchase behavior were included in the study. An empirical survey data was collected from men and women of various ages. Results indicated that VM consciousness and VM evaluation attribute factors were not correlated with consumer demographic variables. VM evaluation attributes were factored into appropriateness, attractiveness and functionality dimensions. Clothing involvement and brand orientation significantly influenced product satisfaction and unplanned purchase. The direct and indirect effect (via VM consciousness) were significant. For unplanned purchase, brand orientation only had indirect effect. The influence of VM evaluation attribute factors were significant. Appropriateness had stronger effect on product satisfaction whereas attractiveness had stronger effect on unplanned behavior. Functionality dimension had only indirect effect on product satisfaction but did not show significant direct and indirect effects on unplanned purchase. This study identified the pivotal role of VM consciousness in various shopping and purchasing circumstances in offline retail store of apparel brands.

• 복식
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• 제52권5호
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• pp.1-13
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• 2002

The purposes of this study are to examine the relation between twenties women consumer's fashion-color reception and clothing purchase behaviors, and to propose the most effective plans of color-marketing. A questionnaire survey examined 384 persons' opinions in total. First, consumers are classified into 3 groups. according to their preferring colors and the degrees of their concerning : 'type of leading fashion-color', 'type of following fashion-color', and 'type of being indifferent to fashion-color'. Second, this study analyzed the factors of consumers' clothes-purchasing motives. : all consumer groups showed their purchasing motives in the order of 'aesthetic sense'-pursuit factor. 'sensitivity'-pursuit factor, and 'actual profit and sociality'-pursuit factor. Third, the types of consumers' purchasing clothes were divided into 2 groups: type of planned buying. And type of unplanned buying. And the relations between the above 2 groups and purchasing motives were investigated, as a result. it was proved that the consumers who have the purchasing motives of 'sensitivity'-pursuit and 'actual profit and sociality'-pursuit conducted 'planned buying'. Fourth. the relations between motive of clothing purchase and the type of purchase behavior were examined by consumer group : in the consumer group of leading fashion-color, the more did they have the purchasing motives of 'sensitivity'-pursuit or 'actual profit and sociality'-pursuit, the more did they conduct' planned buying'. In the fashion-color following group, the more did they have the purchasing motives of 'sensitivity'-pursuit or 'actual profit and sociality'-pursuit, the more did they conduct 'unplanned buying'.

• 대한가정학회지
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• 제45권6호
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• pp.1-9
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• 2007

Even though self-confidence is a personal factor of a people, it works as behavioristic factor in consumer behavior. In this study, the influence of consumer self-confidence on clothing purchase behavior was investigated. A total of 284 data sets were analyzed after collecting questionnaires from college students in Seoul using convenient sampling method. For data analysis, chi-square test, analysis of variance, reliability test and factor analysis were performed by SPSSWIN program. The results were as followed. First, the clothing purchase places were affected by the consumers' level of self-confidence. The more confident consumers preferred internet shopping and Dongdaemun market to large-scale shops. The discount stores were selected by the less confident consumers. Second, information search was one of the main reasons to visit internet shopping mall by the more confident consumers. Third, the more confident consumers showed the higher level of clothing involvement than the less confident consumers. Finally, unplanned purchases, such as pure impulse buying and reminder buying were more likely to occur by the more confident consumers with less purchase conflicts.

• 한국의류학회지
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• 제23권2호
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• pp.250-261
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• 1999

This study is designed to classify consumer groups based on their perception toward department store credit cards and the behavior they exhibit during the purchase of clothing. This classification is based on the study of factors taken into consideration during shopping and disparities in credit cared usage., The specific goals of this study are the following : First it is to classify female consumers over age 20 into "shopping orientation" types and "clothing purchase behavior" types according to their perception towards department store credit care usage. Second it is to discover the degree of perceived utility of department store credit card in clothing purchases. Third finally it is to assist a department store credit card market researcher establish a marketing strategy to best address consumers; needs and wants in credit card purchases The study methodology utilized and the results found were that : 1. The division of consumers into positive and negative groups based on factor analysis with the positive group found to have favorable attitudes towards department store credit card usage. 2. Classification of female consumers into three " shopping orientations" : fashion purchasing economic value purchasing and convenience purchasing. The positive group were predominantly fashion convenience purchasers who valued low cost and convenience over "fashionability" 3. The three classes of "purchase behavior" used were impulse buying planned buying and unplanned buying. The positive group those who had favorable attitudes toward department store credit cards. made mostly impulse and unplanned purchases while the negative group made largely planned purchasee the negative group made largely planned purchase.

• 한국의류산업학회지
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• 제16권5호
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• pp.719-729
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• 2014

This study identified factors for purchase motives in regards to the latest trendy color bags as well as ascertained the structural relations of purchasing behavior in regards to purchase motives, purchase type, satisfaction, and repurchase intention. Other purposes examined the differences in purchase motivations, purchase types, satisfaction, and repurchase intention according to consumer characteristics, and provided strategic information on women's bag manufacturers and retailers. A random sampling method collected data based on a survey of Korean women between the ages of 20 and 59 who had purchased the latest trendy color bag. A questionnaire developed by the researcher was distributed to 450 women in 2013. We analyzed 433 questionnaires using the SPSS 18.0 program and AMOS 18.0 program. The summarization of the findings are as follows. First, purchase motives for the latest trendy color bags were classified into 5 factors: awareness-symbolicity, practicality, aesthetic, harmony, and fashionability. Second, aesthetic and harmony showed significant influenceson planned purchases due to an analysis of structural relations between purchase motives for the latest trendy color bags and type of purchase; in addition, awareness-symbolicity, aesthetic and fashionability significantly influenced unplanned purchases. Third, there was no significant influence for planned purchases on satisfaction; however, unplanned purchases showed a significant.

• 복식문화연구
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• 제22권6호
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• pp.930-942
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• 2014

The purpose of this study is to apply the expectancy disconfirmation model to consumer post-purchase behavior toward fast fashion brands. This study incorporated repurchase intention as a result of consumer satisfaction. It was hypothesized that consumer satisfaction, which is influenced by expectation, perceived performance, and disconfirmation, influences repurchase intention. It was also hypothesized that expectation influences performance. This study examined the brands and prices of the most recent purchases of fast fashion and also examined whether the purchases were planned or unplanned. The hypothesized path was tested and the relative influences of instrumental and symbolic performance on satisfaction were identified. Data were collected from questionnaires answered by 344 university students who were selected by convenience sampling. The results were as follows: 1) Purchased brands were, in the order of frequency of purchase, Uniqlo, Zara, H&M, and Forever21, followed by domestic brands, 8seconds, Spao, and Mixxo. The frequency of unplanned purchase was more than twice higher than planned purchase. 2) Based on expectation and performance, dissatisfactory group was larger than satisfactory group, which were 35.8% and 24.7% respectively. 3) It was revealed from the expectancy disconfirmation model analysis that expectation and performance had positive influence, but cognitive dissonance had negative influence on satisfaction. Satisfaction had significant influence on repurchase intention. The path analysis showed that all hypothesized path coefficients were significant. The results suggest some effective marketing strategies for marketers in the fast fashion industry.

• 한국의류학회지
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• 제35권1호
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• pp.37-50
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• 2011

This study analyzed the content of special selling events in internet shopping malls to establish academic standards for special selling events as tools for sales promotions and to suggest systematic guidelines for marketers designing special selling events. Based on a content analysis, the titles of special selling events from four internet shopping malls selling women's apparel were analyzed. A total of 692 titles were analyzed. The results are as follow. First, the contents categories of special selling events could be classified into two groups such as 'theme' and 'tool'. Season, product characteristics, style, advice/information, brand, annual/social events, and marketing events were the main content categories that came under the 'theme' group; in addition, the price benefit, free offers, product mix, and marketing technique were the main content categories that came under the 'tool' group. Each main content category was subdivided into several segment content categories. Second, most of the titles were composed of more than two segment content categories that involved various information and benefits; however, the portion of titles composed of only theme related content categories or only tool related content categories was substantial. Furthermore, the theme related content categories were more than the tool related content categories. Third, the usage frequencies of the contents categories were analyzed. The upcoming season, single brand, sale/discount, item/material/color, special price/lowest price, and period/time/quantity limits were the segment content categories that held a high rank. Forth, most of the factors that evoked the unplanned purchases of consumers were related to the content categories of special sale events.

• 패션비즈니스
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• 제8권5호
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• pp.41-59
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• 2004

The purpose of this study is to analyze consumers' purchase behavior for the counterfeits of fashion luxury brands. The research method of the study used a naturalistic approach. The first participant observation was carried out in the internet sites in order to collect the data on the purchase behavior for counterfeits; and the second participant observation was applied in the Dongdaemun shopping mall, Namdaemun shopping mall and Itaewon shopping mall; finally 6 informants were selected and then an interview was held with them. The results of the study are as follows; 1. The reasons for the first purchase of counterfeits are variously shown according to life stages, and the repetitive purchase behavior is influenced by the degree of satisfaction for the first purchase. The information collection for counterfeits is widely made through various media, and especially the information collection is active and positive in the case of planned purchase but it is passive and negative in the case of unplanned purchase. 2. The most important criteria in purchasing counterfeits is the degree of similarity with luxury brands and other criteria include price, design, utility etc. The majority of purchase items is not clothing but miscellaneous goods which are more similar in terms of design and quality. The purchase of counterfeits is made by impulse purchase but the purchase of luxury brands is made by planned purchase. 3. The rationalization mechanism for the purchase of counterfeits is observed in all informants, which is a sort of defence mechanism for avoiding a guilty conscience to buy illegal goods.