• The Research Journal of the Costume Culture
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• v.18 no.6
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• pp.1138-1152
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• 2010

The purposes of this study are to segment women consumers on the basis of clothing shopping orientation and to investigate clothing purchasing behaviors of each segmented group by age variable for development of effective fashion marketing strategies to meet very changeable modern consumers' needs. The research methodology is survey and subjects were 650 women aged from 20s to 60s. The questionnaire consist of measurement items for clothing shopping orientation, clothing purchasing behaviors and subjects' demographic attributions. The data were analyzed by Cronbach's ${\alpha}$, factor analysis, cluster analysis, $x^2$ test, ANOVA and Duncan's multiple range test, using SPSS program. The results are as follows. First, 5 factors were emerged on clothing shopping orientation. Second, women consumers are segmented into 4 types(conspicuous, convenient, pleasurable, and unconcerned type) by clothing shopping orientation. Third, each consumer type divided by age variable showed some important differences on demographic characteristics and various clothing purchasing behaviors. Therefore, the results of this study support that clothing shopping orientation can be useful as one of the effective differentiated variables to segment women consumer market and age variable has important mediate effects on the differences of clothing purchasing behaviors by clothing shopping orientation type.

• Journal of Fashion Business
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• v.14 no.6
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• pp.1-10
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• 2010

The purpose of this study was to explore and compare the perception of Korean and Taiwanese young women's clothing deprivation and clothing decision factors. The study used a convenience sample consisting of 238 female college students: 101 Korean with a mean age of 20.78 and 137 Taiwanese with a mean age of 21.03. Statistical Package for Social Science (SPSS) Version 14.0 for windows was used for the data analysis. The clothing decision criteria and clothing deprivation scale were used for the study. The Koreans chose both brand name and newest fashion as higher criteria than Taiwanese. Both countries chose fit (4.28/ 4.09) as an important factor of how often they think about things when they decide what clothes to wear. Compared to Korean women, clothing deprivation for clothes for school was twice as high among Taiwanese women. Korean women had relatively low percentage of clothing deprivation for clothing for school and for friends. However, they did have higher clothing deprivation for dress-up clothes.

• Journal of the Korean Society of Costume
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• v.55 no.7 s.98
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• pp.89-100
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• 2005

The purpose of this study was to find out differences of visual evaluation according to perceiver's personality(introvert-extrovert) and clothing styles. Subjects were 120 women in age from 18 to 31 years in Seoul. The stimuli of 7 clothing styles were used for visual evaluation. Three dimensions of visual evaluation were derived by falters analysis: elegance, activity individuality, and fashionability. The pants suit was estimated low in activity individuality and fashionability, but the hip-hop style high in activity individuality. The skirt suit was rated high in elegance, but the 8th length pants low in elegance. Personality had significant influences on the evaluation of activity individuality. Extrovert women perceived all stimuli to be more active and individual than introvert. Fashionability factor had an interaction effect by personality and clothing expenses. The introvert women in low clothing expenses group evaluated the stimuli to be more fashionable than the introvert in high clothing expenses group. There were significant differences in preference of all clothing styles according to personality. Extrovert women liked 8th length pants more than introvert. The introvert women in low clothing expenses group liked the skirt suit less than the extrovert.

• Journal of the Korean Home Economics Association
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• v.17 no.3
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• pp.1-11
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• 1979

The purposes of this study were ; (1) to investigate attitudes toward Korean clothing in relation to 3 aspects of clothing behavior , and in relation to attitudes toward women's role, age and education, and (2) to ascertain the extent to which Korean clothing was used and valued. Clothing measures consisted of statements dealing with positive and negative attitudes toward psychological and practical aspects of Korean clothing, frequency of use of Korean clothing, and modesty and confirmity -individuality measure. The measure of attitudes toward women's role consisted of items selected form the Inventory of Feminie Values and the Sex Role Ideology Scale. Product-moment correlation was used to analyze the data which consisted of the responses of 700 adult Korean women to questionnaires administered by the researcher. The results obtained are as follows : 1) Positive attitudes toward Korean clothing for both psychological and practical aspects were, (1) related negatively to nontraditional attitudes toward women's role and education, and (2) related positively to age, frequency of wearing Korean clothing and modesty in clothing. 2) Negative attitudes toward Korean clothing for practical aspect was related negatively to age and education , whereas, the psychological aspect was negatively related to attitudes toward women's role. 3) Conformity-individuality in clothing was related positively to attitudes toward women's role and education. 4) Modesty in clothing was related negatively to attitudes toward women's role and education, conformity individuality, and was related positively to age. 5) In 1945 most of the subjects over 51 -year-old wore Korean clothing always or most of time, whereas, about 1/3 of them wore the same in 1976 , Only 4% of the total participants regardless of their ages wore Korean clothing for everyday life in 1976. 6) In general , highly positive attitudes toward Korean clothing were found on psychological aspect, whereas, highly negative attitudes toward Korean clothing were found on practical aspect.

• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.3
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• pp.137-156
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• 2013

The purpose of this study is to analyze the general status of wearing clothes and clothing purchase of middle-aged women in the 40's to 50's, the patterns and colors of clothes they prefer, clothing preference related with fitting or such, and also complaints. And this paper also divides the middle-aged women into those in the 40's and 50's to analyze how they differ in terms of the apparel brands and fitting they prefer and also the status of wearing clothes. For the research, a survey was performed to 350 women, and the survey data went through x2 and t-test analysis by using SPSS 20.0 to examine significant difference. The results of this study are as follows: the women in the 40's included as the subjects showed a high frequency of clothing purchase from casual brands or SPA brands and regarded design to be important at the clothing purchase. Meanwhile, the women in the 50's indicated a higher frequency of clothing purchase of middle-aged women's apparel brands, outdoor brands, madam clothes, or designer brands and thought activity to be crucial at the clothing purchase. As the women in the 40's and 50's showed difference in the brands they preferred, particularly the fitting indicated difference in terms of dissatisfaction. While those in the 40's preferring and buying young casual showed particularly more fitting problems in the arm-hole girth, upper arm circumference, bust size, and thigh or hip area, those in the 50's indicated fitting problems in the hip circumference or waist measurement. It is expected that this study will be used as foundational data to set up the target age by related apparel companies or develop clothes with great size fitting and design satisfaction.

• The Research Journal of the Costume Culture
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• v.28 no.1
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• pp.114-130
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• 2020

The purpose of this study is to reveal the cultural meaning behind modern experiences of diversity through the history of clothing in Korea. To this end, this study examines aspects that dictate clothing culture acceptance experienced and practiced by women by analyzing the case of the Naju rural area in Jeollanam-do from the 1950s to 1980s. Modern clothing was accepted later in the 20 century in this village, and the Satgolnai traditional textile tradition was an important factor after 1950s. In addition, the continuity of the rural five-day market is different from practices in the city. Limitations in access to media such as TV, films, and magazines, and the functional meaning of clothing in rural areas contributed to limitations for women to get the opportunity to access modern clothing items that were popular in the city. Unlike in the city, the event that inspired the transition to full-scale modern clothing in this village was the Saemaul Undong Movement of the 1970s. Additionally, Mombbe (labor cloth) worn during the Japanese colonial period was continuously worn as daily clothes for Naju women even after the 1950s. Therefore, colonial modernity continued through clothing.

• Journal of the Korean Society of Clothing and Textiles
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• v.7 no.2
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• pp.61-69
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• 1983

This study was undertaken as a useful material not only to understand the clothing behaviors and the personal variables (age, education, occupation, yearly clothing expenses, weight, and persons who influence on one's choice of clothes) of the middle-aged women in Seoul, Korea but to lend itself to other uses concerning attitudes toward clothing. For the measurement of the attitudes toward specified activities related to clothing use, attitude method by Mary F. Pasnak (1968) was reworded and modified for use with the sample for this study. Analysis of the data revealed that the clothing behaviors of 450 women 30 to 59 years of age made a significant difference according to the personal variables. First, women in thirties showed the most positive clothing attitude of the three age groups. The younger age groups were positively related to relief from boredom through clothing, intensity, sureness, and involvement of attitude among eight attitudes related to clothing. Second, the positiveness of relief from boredom through clothing, intensity, sureness, and involvement of attitude increased in proportion to the education level. On the other hand, dressing for self was negatively related to the level of education. Third, a significant relationship was found between the amount of the clothing expenses and dressing for others, tactual pleasure through clothing, intensity, sureness, and involvement of attitude. Among the personal variables of the middle-aged women, age, the educational level, and the clothing expenses have a relationship with the clothing behaviors, while job, weight, and the persons who influence on one's choice of clothes have no relationship. The extensive interpretation on the result of this study will have to be taken with deliberation. For the more practical material researches on the clothing behaviors of the middle-aged women should be continued steadily in every possible way.

• Journal of Fashion Business
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• v.11 no.3
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• pp.69-78
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• 2007

This study explored the perceptions of Korean college women concerning their clothing deprivation and clothing decision factors. A convenience sample was used consisting of 101 female college students aged from 18 to 36 years, with a mean age of 20.78 (SD = 4.24). Descriptive statistics were used to develop a profile of the participants. To test the research objectives, multivariate analysis of variance (MANOVA), using Wilk's lambda criterion was conducted for the study. The results indicated that a college woman's year significantly influences her perceived clothing deprivation, at p =0.003 (Wilk's lambda). There was a significant positive correlation (r = 0.24, p= 0.02) between college year and perceived clothing deprivation for special occasion clothes. The two clothing decision factors clothes that fit me well and clothes that look best on me were found to be the top two factors determining clothing decisions for the study participants.

• Journal of the Korean Home Economics Association
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• v.39 no.1
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• pp.11-27
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• 2001

The purposes of this study are to (1) point out Korean women's clothing behaviors as seen by the Korean who has lived in the U.S.A. (2) identify cultural and social factors to influence on Korean women's clothing behaviors (3) suggest directions for desirable change in clothing consumption behaviors of Korean women. Verbatim texts of 16 interviews concerning Korean women's perception and experiences of fashion in Korea and the U.S. are interpreted through the analysis of the interviews. The results are as follows: 1) In Korea, the changes in fashion are not only distinct but also foster then those in America. 2) Korean women have a tendency to conform in the way they dress themselves, while the women in the U.S.A. put emphasis on the individuality rather than the current fashion. 3) When they go shopping, Korean women take a great note of what the brands represent, but their American counterparts take the neatness, easeness of cleaning and practicality into consideration. 4) In Korea, the clothing behaviors are influenced by the rapid social changes, its internalization trend, the traditional Confucianism and the pressure to conform according to the collectivism.

• Proceedings of the Costume Culture Conference
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• 2001.10a
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• pp.53-54
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• 2001