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위험지각이 인터넷 패션 쇼핑몰 이용 소비자의 구매행동의도에 미치는 영향
구양숙(Yang Suk Ku),이승민(Seung Min Lee) 한국의류산업학회 2002 한국의류산업학회지 Vol.4 No.3
The purpose of this study was to investigate the types of perceived risk of Internet shopping and the impact of perceived risk on purchasing behavioral intention of Internet shopping mall shoppers. A self-administrated questionnaire was e-mailed to INR research (www.inr.co.kr) panel who had purchasing experience of fashion product through Internet shopping mall. The perceived risk was reduced when the innovativeness increased and purchasing experience in Internet shopping mall increased. The financial risk had an effect on purchasing intention, and social/psychological risk had impact on revisiting intention and word-of-mouth intention negatively. The performance risk perception had significantly negative influence on word-of-mouth intention. Internet using time per week, purchasing experience and Internet innovativeness were positive impact on purchasing behavioral intention of Internet fashion product.
신세대 주부의 의생활 양식 유형에 따른 아동복 상표 포지셔닝에 관한 연구
구양숙(Yang Suk Ku),이승민(Seung Min Lee),박현희(Hyun Hee Park) 한국의류산업학회 2000 한국의류산업학회지 Vol.2 No.4
The purposes of this study were to identify the brand positioning of children s wear according to fashion life style and to construct brand positioning maps by using multidimensional scaling (MDS). A total of 222 responses were collected from married women aged 25 to 35 through questionnaire. Cluster analysis on fashion life style factors identified three groups: Fashion Indifference group (34%), Fashion & Individuality Oriented group (27%) and Rationality Oriented group (37%). ANOVA revealed significant differences among the three groups on the six fashion life style factors. MDS analysis showed that three segmented groups evaluated nine children`s wear brand for seven attributes(color, design, price, utility, quality, brand name, fashion)
프로모션 매체로서의 Fasion Show 에 관한 소비자와 주최자의 인식비교
구양숙(Yang Suk Ku),허진희(Jin Hee Hur) 한국의류산업학회 2000 한국의류산업학회지 Vol.2 No.2
The purpose of this study was to identify and to compare the fashion show effectiveness between consumers and sponsors. The data were analyzed by using frequency, factor analysis, cross-tab, t-test and Kruskal Wallis with utilizing SPSS for Windows. The results of this study were as follow: 1. There was a favorable attitude towards fashion show itself but negative attitude towards possibility of purchasing clothes through fashion show 2. Possibility of purchasing clothes through fashion show was very rare. Only 7.3% of consumers showed the experience of purchasing clothes through the show 3. There were significant differences in the perception of watching fashion show purpose between consumers and sponsors. Consumers considered fashion show as more entertaining factor but sponsors considered show as more informative and sales promotion factor. 4. There was different recognition about purpose of having fashion show between consumers and sponsors. Sponsors utilized fashion show for the sales promotion medium but consumers recognized the fashion show as publicity for the company 5. Sponsors showed more favorable attitude towards fashion show than consumers group.
남성들의 외모관리행동에 관한 연구(2) -외모관리행동 집단 간 외모관리동기 및 신체이미지 비교-
구양숙 ( Yang Suk Ku ),이영주 ( Young Ju Lee ),추태귀 ( Tae Gue Choo ) 한국의류산업학회 2011 한국의류산업학회지 Vol.13 No.1
The purpose of this study was to examine the appearance management motives and body image perception according to males` appearance management behavior. A set of questionnaire was administered to 398 male consumers. Data were analyzed by utilizing frequency, factor analysis, ANONA, cluster analysis, and crosstabs. Factor analysis of body image perception extracted four factors such as appearance concern, appearance satisfaction, exercise ability, and weight control. Four groups of the appearance management behavior were classified into such as health oriented, active figure management, indifference to personal appearance, and fashion/skin care by cluster analysis. All groups pursued sociality in appearance management motives. The active figure management group showed highest concern about in all the appearance management motives and body image perception.