• Journal of Fashion Business
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• v.25 no.5
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• pp.25-37
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• 2021

As the online shopping market grows, channels in the mobile shopping environment have become increasingly diverse as a wide variety of products are introduced every day. This study investigated the effects of the self-construal type, mobile product recommendation system type, and fashion product type on purchase intention. The experimental design of this study was a 2 (self-construal type: independent vs. interdependent) × 2 (product recommendation system: bestseller vs. content-based) × 2 (fashion product type: utilitarian vs. hedonic) 3-way mixed ANOVA. Women (n = 387) in their 20 to 30s residing in Seoul and the Gyeonggi area participated in the study. The data were analyzed with the SPSS 24 program and 3-way ANOVA and simple main effects analyses were conducted. The results were as follows. First, self-construal, product recommendation, and fashion product types had a statistically significant impact on purchase intention. Second, fashion product and consumers' self-construal types had significant interaction effects on purchase intention. Finally, product recommendation and fashion product and self-construal types showed significant 3-way interaction effects on purchase intention. The study confirmed an interaction between the self-construal, type of product recommendation system, and the type of fashion product used in influencing purchase intention.

• Journal of the Korean Society of Costume
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• v.66 no.4
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• pp.111-127
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• 2016

The study aims to examine the forms of 'image expression' and utilization of model poses in fashion photos, and to delve into the characteristics and the intents that make certain model poses effective in expressing an image. The study used the fashion photos in the fashion magazine, Vogue, to analyze the different model poses used to express different images. The results are as follows. First, image expression forms in fashion photos were categorized into 'direct product suggestion expression form', 'sensual image expression form', 'sexual image expression form', 'story telling expression form', 'everyday situation expression form', and 'fantastic image expression form'. The different utilization types of model poses were categorized into 'type utilizing intangible elements', 'type utilizing complicated elements', 'type utilizing living organisms', 'type utilizing props', 'type utilizing clothes', 'type utilizing location', 'type utilizing accessories', and 'type utilizing products'. Second, the most common expression form for fashion photos used in advertisements was the 'direct product suggestion expression form', which was followed by the sensual image expression form. The most popular form used in the editorial fashion photos was the direct suggestion product expression form, which was followed by the story telling expression form. Third, the most common model pose type for direct product suggestion form was the 'type utilizing product'. Fourth, 'direct product suggestion expression form' was mostly used in editorial fashion photos. The most common utilization types of model poses were 'type utilizing clothes', 'type utilizing props', and 'type utilizing place'.

• The Research Journal of the Costume Culture
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• v.18 no.3
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• pp.408-422
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• 2010

The purposes of this study is to investigate the attitudes and value of fashion product description and consumer replies used in online shopping malls, and to examine the differences in the perceived reliability(objectivity, expertise, trustworthiness) preference and purchase intention toward the product as determined by the appeal type (evaluation-sentimental vs. factual-information) of the product description, the direction(negative vs. positive) and type(factual vs. evaluative) of consumer replies for the product in online shopping malls. Data was collected from female college students with fashion products purchase experience at online shopping malls by questionnaire survey (N=424) and analyzed by using frequency analysis, t-test and ANOVA. Results showed that consumers respondents tended to read product description and other consumer replies before purchasing, when shopping for fashion products through an on-line shopping mall. They thought that sellers' product description and the consumers' replies were helpful in making their decision; but, they were also skeptical about product description. Respondents showed higher perceived reliability, preference and purchase intention to the factual-information type product description than the evaluation-sentimental type. Positive consumer replies were more effective in yielding higher preferences and purchase intentions. Factual replies tend to yield higher reliability than evaluative replies.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.4
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• pp.495-505
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• 2014

This study investigated the type of fashion brand concepts and derived the components of fashion brand concepts. A total of 125 brand concept texts of women's wear brands were collected from "2012/2013 Korea Fashion Brand Annual" (S. M. Kim, 2012). A qualitative research method was employed. To investigate the types of fashion brand concepts, the texts were classified into three types such as functional, symbolic, and experiential concepts, and four complex types such as functional/symbolic, functional/experiential, symbolic/experiential, and functional/symbolic/experiential concepts. Open coding and axial coding provided the components of fashion brand concepts. The results were as follows. First, an investigation of the types of fashion brand concepts indicated differences in the types of fashion brand concepts and the types of general product brand concepts. One content of a fashion brand concept could be interpreted as more than two concept types; consequently, many fashion brand concepts did not fit the notion of the types of general product brand concept. Most fashion brand concepts simultaneously encompassed more than two types of brand concepts at once. Second, the components of fashion brand concepts consisted of 55 subjects, 7 sub-categories (physical/intrinsic product characteristics, symbolic/conceptual product characteristics, target demographics, target consumer behavior, brand capability, brand values, and brand management/marketing) and 3 categories (product, target consumer, and brand).

• The Research Journal of the Costume Culture
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• v.27 no.2
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• pp.109-122
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• 2019

With the greater importance of lifestyle shops and experience marketing, research is needed for the effective experience marketing of lifestyle shops by fashion product type. This study establishes effective and differentiated experience marketing strategies for fashion lifestyle shops by examining the effect of the experience marketing satisfaction with lifestyle shops on purchase intention and loyalty. This study categorizes lifestyle shops by fashion product types into a suit-oriented lifestyle shop, a casual/leisure/sportswear-oriented lifestyle shop and a home fashion lifestyle shop, Then a survey was conducted on participants who had visited lifestyle shop. As an analysis method, factor analysis, reliability analysis and regression analysis were conducted. In this study, we identified the experience marketing factors of fashion lifestyle shops. This study found that the satisfaction from experience marketing factors of fashion lifestyle shops by fashion product types affected purchase intention and loyalty differently. Considering the results of this study, it will be able to increase not only purchase intention and loyalty but also brand sustainability by establishing, applying, and executing a differentiated strategy considering the detailed factors of experience marketing for each fashion product type when planning and operating a fashion lifestyle shop. Through this study, effective marketing of fashion lifestyle shops by fashion product type will be implemented.

• Journal of Fashion Business
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• v.12 no.5
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• pp.14-23
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• 2008

Recently, our society has been expanding with its consumption of brand products as it is referred to as brand product syndrome. In particular, the trend is that young consumers in 20$\sim$30s prefer the fashion brand product for their wedding. In our study, the lifestyle and shopping tendency of consumers who prefer the fashion brands are found out, and the influence impacted on the intent of repurchase of fashion brand product are clarified through the path analysis with the following outcome. First, for the group factors in life style of the consumers who prefer fashion brand products for wedding, it is shown with the self-advancement type, home striving type, economy striving type, high class brand striving type, and social activity type. Second, as for the factor of shopping tendency of the consumers who prefer fashion brand products for wedding, it appears for the factors of pursuing for enjoyment, pursuing for show off, pursuing for individuality, and pursuing for convenience. And third, when the life style group for high class brand type of consumers goes for shopping for fashion brand for wedding, it displays the shopping tendency for pursuing for enjoyment, pursuing for show off, and pursuing for individuality, and these factors influence the most in the intent to re-purchase of fashion brand goods.

• Journal of the Korean Society of Clothing and Textiles
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• v.19 no.3
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• pp.525-535
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• 1995

This study was designed to verify the clothing satisfaction according to product type (jacket vs. pantyhose) and consumer fashion involvement. Research problems were as following; 1. To identify a clothing satisfaction according to product type. 2. To discover which of satisfaction relevant variables has the most influence on clothing satisfaction. 3. To examine the relationship between expectations and discontinuations. 4. To examine the degree of influence of product type and consumer fashion involvement on expectations. The survey was carried out in Pulsar shopping area. The 104 subjects (51 for jacket, 53 for pantyhose) participated in the final analysis. The results of analysis were as following; 1. The main path of clothing satisfaction was that the product type -1 the expectations -1 the perceived performance (-1 the discontinuation) -1 the clothing satisfaction. Those relevant variables explained 62% of clothing satisfaction variance. The most powerful determinant was the perceived performance. 2. For jacket type, the influence of perceived performance appeared to be greater than that of the discontinuation. And the consumer fashion involvement affected the expectations and the discontinuation. 3. For pantyhose type, the consumer fashion involvement divan't affect the expectations. The influence of discontinuation was relatively higher than that of jacket type.

• Journal of the Korean Society of Clothing and Textiles
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• v.41 no.5
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• pp.796-808
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• 2017

This research shows how fashion curation service consumers (both fashion and image consultants) reveal different aspects towards a preferred image type among the correlation of fashion curation service usage motivation and fashion shopping propensity. These preferences also included the purchase intentions for fashion display service products. This study surveyed 300 men and women between the ages of 20-30 who were the main consumers of fashion curation services. 'Convenience, fashion trend, and exploratory' increased purchase intentions for fashion shopping propensity, 'information search for utility, entertainment, and personal expression' increased purchase intentions for fashion curation services and 'brand identity, consumer lifestyle, and product information' increased factors for the fashion curation service preferred image type. Consumer preferences varied according to different fashion curation service image type; however, all consumer group syndicated a difference in fashion curation service actions. For instance, fashion curation service consumers preferred a consumer lifestyle image, convenience, hedonic shopping orientation, and personal expression motivation had a positive influence on product purchase intention. However, the shopping orientation of 'fashion trend, practical information exploration, and entertainment motivation' had an optimistic influence on product purchase intentions for fashion curation service consumers who preferred a brand identity image and a product information image.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.8
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• pp.1196-1204
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• 2002

This research was to see if the fashion product ads are standardized or differentiated, and to find what were the determinants if any differentiation existed. The purpose of this study was to identify cultural characteristics significant on marketing fashion produce. In addition, the relative importance of product appeals between rational and emotional in the fashion ads was examined. Hofstede's(l991) three cultural characteristics dimensions such as individualism-collectivism, power distance, masculinity-femininity were used. Content analysis was applied in the study. Magazine ads of apparel, cosmetics and accessories were collected from France, Japan, Korea and the US in 1999-2000. Cultural characteristics of the fashion ads were evaluated and compared in terms of country, product type and product involvement. Also ten consumption appeals were examined for county and product type. ANOVA, Duncan test and $X^2$ test were applied to analyze data. The results were shown as follows: First, all the cultural characteristics such as individualism-collectivism, power distance, and femininity-masculinity were different among countries. Second, two product appeals were significantly different among countries. Hedonic appeals were dominant fur France and the US while those were not for Korea and Japan. Third, product involvement level had significant impact on power distance characteristic and product appeals. Ads of high involvement fashion goods showed larger power distance and more emotional appeals. In conclusion, global fashion ads should be differentiated in terms of some cultural characteristics and product appeals.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.9
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• pp.1354-1365
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• 2002

With the appearance of many new types of fashion stores in Korea, competitions among fashion store types art fiercer than ever before. As consumers alternatives in fashion store selection increase, they select different store types to purchase different product types. Therefore, the probability of patronage mix behavior according to product type increases. Understanding consumers patronage mix behavior, finding out the determinant attributes of fashion stores for each product type, and analyzing competitive structures among fashion stores are important to retailers and marketers for building a successful merchandising and marketing strategies. An empirical study was conducted to analyze the competitive structure among the store types by consumers' patronage mix behavior. A questionnaire was developed and data were collected from 464 adult women living in Seoul area in Korea. Factor analysis, paired t-test, ANOVL Duncan test, and discriminant analysis were employed to analyze the data. Data regarding patronage mix behavior by product type proved that certain store types had ‘natural dominance’ in a particular product type as Hirschman(l978) pointed out. Also, a new analytic method of the competitive structures among fashion store types was suggested in the study, by which a specific store type retailer can analyze his/her own customers' patronage mix behavior by product type. The analysis will enable retailers to distinguish which of their competitors are substitutive, selling same product types, and which are complementary, selling different product types. Retailers have to concentrate on the strategies for the substitutive competitors rather than complementary competitors because their marketing abilities and resources are limited.