청소년의 유행채택 행동 : 의복관여의 관점에서

구은영,조필교 복식문화학회 2001 服飾文化硏究 Vol.9 No.4

This study focuses on fashion adoption behavior of adolescents. The impact of their clothing involvement factors and socio-demographic factors on their fashion adoption behavior was examined. Three core issues were identified for empirical test: 1) Elements of clothing involvement for adolescents; 2) Fashion adoption behavior of adolescents; 3) Impact of clothing involvement elements on fashion adoption behavior. The Likert Type questionnaires were used to measure clothing involvement and fashion adoption behavior. The data of 472 samples drawn from middle and high school students in Taegu Metropolitan City were analyzed by factor analysis, ANOVA, Scheff□ test, t-test and regression analysis. Main results of the study are as follows. 1.Concept of the clothing involvement is composed of five dimensions: importance, fashion, self-expression, pleasure, and buying risk. 2.Socio-demographic factors do influence fashion adoption behavior. Average monthly pocket money, expenditures on clothes and household income are found to have statistically significant impacts on the adoption behavior. Female students are more fashion-oriented than male students. 3.The clothing involvement elements are found to have significant influences on fashion adoption behavior: fashion, importance and self-expression elements on fashion innovation; fashion, importance and pleasure elements on fashion information search. Key words: adolescents(청소년), fashion adoption behavior(유행채택 행동), clothing involvement(의복관여).

消費者價値, 環境意識, 以及購買綠色服裝産品的意愿

( Sea Hee Lee ) 한국마케팅과학회 2011 Journal of Global Fashion Marketing Vol.2 No.3

Consumer awareness of and concerns for the environment have increased significantly and environmental concerns now represent one of the major factors in consumer decision making. While there have been many studies regarding green marketing, limited research has been conducted concerning the consumers` view on ethical issues in the fashion industry and its influence on their purchase behavior (Laroche, et al., 2001; Dickson, 2000; Butler & Francis, 1997). This study looks at the relationships among environmental consciousness, willingness to pay more toward environmentally friendly apparel products and buying behavior among college students. It also examines the effects of fashion involvement, which is considered one of the important values in apparel purchasing behavior. Laroch, et al.`s (2001) conceptual framework serves as a basis for the present research. In this framework, they consider factors that may influence consumers` willingness to pay more for environmentally friendly products using five categories: demographics, knowledge, values, attitudes and behavior. Among these five categories, four of them (knowledge, values, attitudes and behavior) were adopted and knowledge, attitudes and behavior were considered as an environmental consciousness and those were included as predictors of willingness to pay more for green apparel in this research. In addition, since many studies examined the hierarchical relationship between values, knowledge, attitudes, and behaviors, it was hypothesized that value (fashion involvement) will influence environmental consciousness (knowledge, attitudes, and behavior) and environmental consciousness will have direct effect on willingness to pay more for eco-friendly apparel products following reviews of literature. Based on the previous discussion, six hypotheses were developed: H1. Consumers who have higher fashion involvement value will have less environmental knowledge than those who have lower fashion involvement value. H2. Consumers who have higher fashion involvement value will have lower environmental concern than those who have lower fashion involvement value. H3. Consumers who have higher fashion involvement value will demonstrate fewer environmentally sensitive behaviors than consumers who have lower fashion involvement value. H4. Consumers who have more environmental knowledge will demonstrate a greater willingness to pay more for environmentally friendly apparel products than consumers who have less environmental knowledge. H5. Consumers who have higher environmental concerns will show higher willingness to pay more for environmentally friendly apparel products than consumers who have lower environmental concerns. H6. Consumers who are more involved in environmentally sensitive behaviors will have higher willingness to pay more for environmentally friendly apparel products than consumers who are less engaged in general environmental behaviors. The questionnaire was developed from existing measures of the variables and from the author. The participants were 150 undergraduate students attending a Midwestern university. To test the hypothesized model, linear structural equation modeling (LISREL 8) was performed. The findings of this study provide that university students who had more interest in fashion tended to know less about environmental issues, to show less concern about the environment, and to be involved less in the environmentally sensitive behaviors. According to the results, there was no relationship between environmental knowledge and willingness to pay more for eco-friendly apparel. This indicates that people who have more knowledge about the environment are not necessarily the consumers of eco-friendly apparel. The findings also show that college students who were more concerned about the environment tended to be willing to pay more for green apparel. College students who made more effort to conserve energy and natural resources also tended to be willing to spend more for green apparel. This research provides valuable insights for eco-friendly apparel product retailers and manufacturers by indicating that two dimensions of environmental consciousness (attitude and behavior) were good predictors of college students` willingness to spend more for green apparel. Environmentally sensitive behavior like conserving natural resources is a good indicator to intention to purchase environmentally friendly apparel products. Retailers and marketers might need to encourage students to be aware the importance of environmentally sensitive behaviors and to involve in those behaviors. Marketers in the fashion industry need to consider college students` environmental concerns and conserving natural resources behaviors when they make marketing decisions for environmentally-friendly apparel products. The apparel marketers also need to develop creative marketing strategies for the eco-friendly apparel products to persuade the fashion-conscious consumers. Although environmental knowledge was not related to intention to pay more for green apparel, it might be related to environmental concern or other environmental behavior. It is also suggested that apparel retailers and marketers should use a consistent and reliable message about their practice of green marketing in order not to confuse consumers.

패션 관여도와 엄브렐라 제품분류 지각에 따른 패션 엄브렐라 디자인 유형 및 텍스타일 패턴 선호도와 구매의도에 관한 연구

김칠순 ( Kim Chil Soon ),김윤지 ( Kim Yun Ji ) 한국기초조형학회 2020 기초조형학연구 Vol.21 No.1

본 연구는 서울과 경기권에 거주하는 한국 20-30대 여성을 대상으로 패션 관여도와 패션 엄브렐라를 지각하는 정도가 패션 엄브렐라의 디자인 유형 및 텍스타일 패턴 선호도와 구매의도에 영향을 미치는지에 관하여 규명하고자 하였다. 연구방법은 문헌연구와 설문지법을 병행하여 사용하였으며, 1차 데이터 수집은 경기권에 거주하고 있는 20-30대 여성을 대상으로 편의 추출법을 사용하여 샘플링 하였다. 연구문제를 검증하기 위하여 통계 분석을 실시하였고 다음과 같은 결론을 도출하였다. 첫째, 패션 관여는 ‘패션상품 관여’, ‘패션광고 관여’, ‘패션상품 구매 결정 관여’의 3개의 하위차원이 도출되었다. “패션상품 관여”는 “아티스틱 형”, “퍼니 형” 등의 엄브렐라 디자인 유형과 상대적으로 높은 상관성을 나타내었다. 또한 “패션상품 관여“는 아티스틱한 느낌이 나는 패턴, 아티스트 작품 응용 패턴 등의 선호도와 높은 상관성을 보였다. 패션 관여 집단 간 이러한 패턴 선호도는 유의한 차이가 나타났는데 고관여 집단은 아티스틱 느낌이 나는 패턴(ex. 붓 터치, 수채화 등) 등을 더 선호하였고 저관여 집단은 솔리드 패턴을 선호하였다. 둘째, 패션 상품관여는 패션 엄브렐라의 구매의도에 상당히 영향을 미치는 것으로 나타났다. 셋째, 엄브렐라를 패션 아이템으로 높게 지각하고 있는 것은 패션 엄브렐라의 디자인 유형 및 패턴 선호도와 패션 엄브렐라를 구매하고자 하는 의도에 영향을 미친다는 것을 알 수 있었다. 고지각 집단에서는 클래식, 버블, 스톰형 등의 디자인 유형에서 선호도가 좀 더 높았고 저지각 집단에서는 폴더형, 포켓형의 선호도가 고지각 집단보다 높았다. 넷째, 엄브렐라를 패션아이템으로 지각하는 것은 패션 엄브렐라의 디자인 및 패턴 선호도와 상관성이 있으며 지각 정도에 따라 패션 엄브렐라 디자인 선호도에 유의한 차이가 나타났다. 이러한 결과로부터 패션 엄브렐라의 구매의도에 영향을 끼치는 변수는 패션 관여도, 패션 아이템으로 엄브렐라를 지각하는 것과 패션 엄브렐라의 디자인 유형 및 패턴 선호도로 밝혀졌다. The purpose of this study was to examine whether the degree of fashion involvement and perception of fashion umbrella affects on the design type and textile pattern preference and purchase intention of fashion umbrella for Korean women in their 20s and 30s living in Seoul and Gyeonggi-do. Both literature review and quantitative research with the questionnaire were conducted. The primary data were collected using convenience sampling and statistical analysis was conducted. As a result, the following conclusions were drawn. First, fashion involvement was classified into three sub-dimension; fashion product involvement, fashion advertisement involvement, and fashion product purchase involvement. Fashion product involvement has a high cor-relationship with their preferred fashion umbrella design types and textile pattern which are artistic feels or art applied ones. The high fashion involved cluster preferred brush strokes or watercolor painting artistic umbrella, while the low involved group preferred solid ones. Second, “fashion product involvement” has a significant effect on the purchase intention of the fashion umbrella. Third, it was found that the perception of an umbrella classification as a fashion item influences on their preference of fashion umbrella design types and its textile pattern, as well as the intention to purchase fashion umbrella. Fourth, this perception of it is also correlated with the design and pattern preference of fashion umbrella, and there was a significant difference in the preference between two groups according to the degree of perception. From these results, the variables influencing the purchase intention of fashion umbrella were found to be fashion involvement, perception of an umbrella as a fashion item, and design type and pattern preference of fashion umbrella.

Involved in Clothing or Involved in Fashion?

Lee Kyu-Hye The Costume Culture Association 2005 Fashion, industry and education Vol.8 No.1

The goals of this study were to refine conceptualization of clothing involvement and fashion involvement and develop a distinction between the two construct. A questionnaire was developed for an empirical study. A total of 669 female consumers participated in the study. Results indicated that respondents were able to be segmented into four groups based on clothing involvement and fashion involvement. Consumers who were highly involved in both clothing product and fashion were likely to be young and not married. Consumers who were involved in clothing were likely to seek quality than consumers who were involved in fashion. Interest in brands was more related to fashion involvement rather than clothing involvement.

패션혁신성 및 패션관여도가 의류재활용 태도에 미치는 영향: 남녀 비교 연구

이민선 한국의류산업학회 2018 한국의류산업학회지 Vol.20 No.6

With increasing concerns about environmental issues that can result from apparel and textile disposal, the recycling methods for discarded fashion products have gained significant attention. As the influential drivers of consumer purchasing and consuming behaviors, fashion innovativeness and fashion involvement can play important roles in forming consumer attitudes toward apparel recycling. The purpose of this study was to (1) investigate consumer attitudes toward three different methods of apparel recycling including resale, reform, and donation, (2) examine the effects of fashion innovativeness and fashion involvement on consumers’ apparel recycling attitudes, and (3) identify gender difference in the relationships among fashion innovativeness, fashion involvement, and recycling attitudes. Using a web-based survey, data were collected from 281 Korean consumers who were in their 20s and 30s. Overall, both male and female consumers revealed the most favorable attitudes toward apparel recycling through donation, followed by reform, and resale. The findings suggest that consumer traits, such as fashion innovativeness and fashion involvement, are important factors predicting male consumers’ apparel recycling behaviors. Those male consumers who perceive fashion as important were more interested in apparel recycling than those males who put low importance on fashion. Male fashion innovators were less likely to recycle their unused and old apparel items. Further studies identifying antecedents of female consumers’ attitudes toward apparel recycling are warranted.

유행 몰입도와 의복색 태도와의 관련성 연구

김주형(Ju Hyung Kim),이미진(Mi Jin Lee),박희정(Hee Jung Park),김지영(Ji Young Kim) 충북대학교 생활과학연구소 2008 생활과학연구논총 Vol.12 No.1

  The purpose of this study was to search the relationship between fashion involvement and attitude of apparel color.<BR>  As a result of analyzing fashion involvement, influential factors were derived as fashion advising form, fashion pursuing form, independence pursuit form and acting form. Female were higher than male in fashion pursuing form and male were higher in acting form about fashion involvement.<BR>  As a result of analyzing attitude of apparel color, becomingness, utility and popularity were derived as influential factors. Females considered becomingness more than males in attitude of apparel color.<BR>  Fashion involvement and attitude of apparel color were regular correlation in general. Fashion advising showed r=.393 correlation to trend color involvement and r=.307 correlation to apparel color coordination. Fashion pursuing showed r=.356 to trend color involvement and r=.358 to apparel color coordination. The more fashion advising and fashion pursuing were observed, the more consideration about trend color and coordination were carried out.

WEBROOMING OR SHOWROOMING IN FASHION SHOPPING? A MATTER OF INVOLVEMENT

Carlos Flavián,Daniel Marín,Carlos Orús 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

Introduction Consumers can easily combine the online and physical channels in their shopping process. This new reality is changing the nature of the customer-firm interactions and is challenging retailers to effectively manage their customers. In this line, two antagonistic shopping patterns can be identified: showrooming (visiting physical retailers to check out products and then buy online) and webrooming (research products online before making the purchase offline). In this way, the fashion industry has been deeply affected by these cross-channel shopping behaviour (Lee and Kim, 2008; Cho and Workman, 2010). In this way, according to the Google Consumer Barometer 2015 (www.consumerbarometer.com), webrooming represents the dominant channel combination in fashion shopping around the globe. Cross-channel shopping patterns can threaten traditional retailers though, in the form of free-riding behaviors, such that consumers use one retailer’s channel to prepare, and then switch to another retailer’s channel to purchase (Chiou et al., 2012). Both showroomers and webroomers can free ride, yet the latter is less problematic, because online retailers’ costs are largely fixed (Van Baal and Dach 2005), and consumers often use multiple online sources to search for product information. In an omnichannel era, retailers must learn to integrate channels to offer seamless and unique experiences that retain consumers throughout their entire purchase experience (Verhoef et al, 2015). However, there is a lack of studies analysing the situational characteristics that lead consumers to adopt a specific combination of channels. Specialised literature has emphasised the role convenience (e.g. Verhoef et al., 2007), overlooking the impact of other relevant factors. This research examines the differences between webrooming and showrooming in terms of the degree of the consumer’s involvement with the purchase. Specifically, we examine the differences between webrooming and showrooming in terms of involvement, and how these differences translate into different preferences for the virtual and physical channels to search for information and carry out the purchase. Hypotheses Formulation The consumer’s cross-channel behavior is defined as the use of a combination of channels at different stages of the same shopping process (Dholakia et al., 2005). As previously stated, showrooming and webrooming are two antagonistic forms of cross-channel behavior. We propose that the degree of involvement will shape the consumer’s tendency to carry out one of the two cross-channel sequences. Involvement is defined as the individual’s degree of interest or relevance with a product or purchase situation (Zaichkowsky, 1985; Mittal, 1989). The fashion industry encompasses products whose characteristics prevent consumers from evaluating their quality without physical interaction (Weathers et al., 2007). Thus, they are sensitive to be acquired by means of a cross-channel process. However, when consumers are involved with the purchase of the product, their informational needs are increased (Brunelle, 2009), which lead them to carry out an exhaustive information search. Purchase involvement entails that the consumer is motivated to choose the best option. In this way, the Internet is widely acknowledged as the best channel to satisfy consumers’ need for an extensive information search (e.g. Ratchford et al. 2003), except for the physical inspection of the product (Citrin et al., 2003). This lack of complete knowledge leads them to carry out a webrooming purchase process. On the other hand, when consumers are not involved with the purchase of the product, they seek for convenience in their experiences and paying a low price (McGoldrick and Collins, 2007), which are the main defining factors of showrooming. Showroomers go the physical store to find the product they want to acquire and then take the advantage of the convenience and low prices of the Internet to buy the product. Therefore: H1: Purchase involvement is higher in webrooming than in showrooming. For showroomers, the use of the Internet is more limited to the search for lower prices and to carry out the purchase. In webrooming, consumers use the Internet to research about products and then go to the store with a higher knowledge of the product they want, to corroborate the information they have seen online, and to gain power in the interaction with the salesman (Orús, 2015). Webroomers value the information richness that the Internet offers. Therefore, the relevance of the Internet as channel to search for product information should be higher in webrooming experiences than in showrooming experiences H2: The preference for the Internet to search for information about the product is higher in Webrooming than in Showrooming. Finally, if involvement determines the differences between webrooming and showrooming, it should also explain the preferences for the purchase channel. Specifically, highly involved consumers will be more likely to use the physical store because they can have a physical interaction with the product and the sales personal, which helps them to take the shopping decision with a high degree of confidence (Flavián et al., 2016). Low involved consumers will purchase from the channel which allows them to pay a low price and to make the purchase in a convenient way (i.e. the Internet). Thus: H3: The degree of consumer’s involvement with the purchase mediates the effects of webrooming versus showrooming experiences on the preference for the purchase channel. Methodology Three studies were developed to test the hypotheses. The Study 1 consisted of an exploratory survey to identify and characterise different cross-channel shopping behaviours. In Study 2 we directly manipulate the degree of the participants’ involvement in order to examine their preference for the Internet as a channel for searching for information and their preference of the channel to carry out the purchase. Finally, Study 3 put participants into a webrooming or a showrooming shopping scenario and examines differences in the degree of involvement and purchase intentions. All the studies are carried out with samples of millennials or Generation Y (Parment, 2013) and focus on the purchase of clothing and accessories. Study 1 Participants were 192 millennials (60.9% female; between 18 and 35 years old). They were asked to think about a recent purchase experience of clothing or accessories in which they combined different channels during the purchase process. The participants reported the product purchased and the channels employed to search for information and buy the product. Finally, they indicated, on a 7-point scale (1 = not at all, 7 = extremely), to what extent the purchase of the product was (1) important, (2) interesting, (3) relevant, (4) meant a lot, (5) significant, to measure their degree of involvement (Zaichkowsky, 1985; Mittal, 1989; α = 0.89, 70.51% of variance explained). Due to space constraints, only a summary of results is presented. Out of the 192 participants, 109 (57%) reported a webrooming experience, whereas 28 (15%) recalled a showrooming experience. This result confirms that webrooming is a more extended behavior than showrooming. Moreover, purchase involvement for participants who recalled a webrooming experience (M = 5.56, SD = 0.86) was significantly higher than for those who recalled a showrooming experience (M = 4.33, SD = 1.46; U Mann-Whitney non-parametric test: p < 0.001). Evidence in favor of H1 was found. Study 2 This study consisted of an experimental design with one between-subjects factor with two levels. Specifically, participants (n = 68; 58% female; between 18 and 35 years old) were asked to think about the purchase of a clothing and fashion product with a cost of either €20 or less (low involvement condition) or €100 or more (high involvement condition). Among other measures, participants reported the probability of using the Internet to search for product information before purchase (from 1 = very unlikely, to 7 = very likely), and the preference for the channel to carry out the purchase (from 1 = definitely the Internet, to 7 = definitely the physical store). The participants also indicated their degree of involvement in the same way as in the previous study (α = 0.91, 75.41% of variance explained). In this way, the manipulation was successful since participants’ involvement with the purchase of the expensive product (M = 5.14, SD = 1.32) was significantly higher than with the purchase of the cheap product (M = 4.31, SD = 1.19; t(66) = 2.688, p < 0.01). The results of the analyses were consistent with our expectations. The probability of using the Internet for searching for product information was significantly higher for participants in the highly-involving purchase (M = 5.55, SD = 1.92) than for those in the low-involving purchase (M = 3.07, SD = 1.84; t(66) = 5.391, p < 0.001). In addition, participants’ preference for the purchase channel was also affected by the experimental treatment. In the purchase of the expensive product, participants indicated a higher preference for the physical store (M = 5.95, SD = 1.33), whereas for the cheap garment, participants were more indifferent, slightly leaned toward the Internet though (M = 3.87, SD = 1.68; t(66) = 5.701, p < 0.001). H2 is supported. In addition, two ANCOVAs were carried out to test the mediator effect of involvement. Involvement significantly influenced the preference for the Internet to search for information (F(1, 67) = 13.589, p < 0.001) and the purchase preference (F(1, 67) = 11.364, p < 0.001). The effect of the treatment was reduced in both cases, supporting partial mediation (H3). Study 3 The last study manipulated the type of information search sequence. Participants (n = 54; 53.7% female; between 17 and 24 years old) had an initial interaction with the product (a strap bag) and then changed the channel to have a cross-channel search experience with the same product. In this way, participants in the webrooming condition first had an online experience with the product and then had the opportunity to physically interact with it. Participants in the showrooming condition had the reverse sequence. After having both experiences with the product, the participants indicated the likelihood of purchasing the product in the channel where they had had the last experience (from 1 = very unlikely, to 7 = very likely). A set of additional measures were gathered. At the end of the questionnaire, participants indicated the degree of involvement with the experience (α = 0.86, 63.70 % of variance explained). The results of the analyses further confirmed H1. Participants in the webrooming scenario indicated a higher degree of involvement (M = 5.22, SD = 0.67) than participants in the showrooming scenario (M = 4.67, SD = 0.95; t(52) = 2.505, p < 0.05). Moreover, purchase intention at the physical store was higher for webroomers (M = 5.87, SD = 1.92) than purchase intentions in the online store for showroomers (M = 4.83, SD = 1.24; F(1, 53) = 11.789, p < 0.01). When involvement was included as a covariate in the analysis, it had a positive effect on purchase intentions (F(1, 53) = 13.591, p < 0.01), whereas the effect of the type of search sequence decreased (F(1, 53) = 5.785, p < 0.05). Again, we find support for H3, given that involvement partially explained the effect of webrooming on the preference for the physical store to purchase the product. Discussion and Conclusions Consistent with previous reports (Sevitt and Samuel, 2013; Google Consumer Barometer, 2015), the results of the first study confirmed that webrooming is a more frequent cross-channel shopping than showrooming. Thus, traditional retailers may take the advantages of the Internet to offer enhanced shopping experiences to customers, instead of fearing of a possible cannibalization of the online channel. Importantly, the results of the three studies show differences between webrooming and showrooming in terms of the involvement with the purchase situation. The first study measured the degree of consumers’ involvement depending on the type of cross-channel behavior, revealing that involvement was higher for webroomers than for showroomers. The second study directly manipulated the degree of involvement and demonstrated a clear preference for a webrooming experience when the purchase of the product entailed a higher degree of involvement. The third study showed that, depending on the type of search sequence (webrooming or showrooming) the involvement with the purchase experience was different. Furthermore, the level of purchase involvement determined the preference for the online and physical channels to search for information and purchasing the product. This finding entails important implications for both theory and practice. Nevertheless, this research has several limitations which open avenues for further research. Specifically, we only focused on a specific segment of the market and on a specific product category. Future studies should replicate these findings with more representative samples and a wider set of product categories, which have been found to determine multichannel behaviour to a great extent (Kushwaha and Shankar, 2013). Further research should also include convenience- and price-related variables which can explain the differences between webrooming and showrooming.

對于"閃現時裝店(Pop-up Fashion Store)"的顧客態度以及購買意圖硏究

( Jay Sang Ryu ) 한국마케팅과학회 2011 Journal of Global Fashion Marketing Vol.2 No.3

Pop-up retail refers to the practice of opening a transitory, short-term, and often unannounced retail sales space. Such a space may be set up in a movable container or in an existing structure to offer consumers experiential shopping and face-to-face interaction with brand representatives. The retail industry has rapidly embraced pop-up retail as a feasible distribution channel for reaching consumers, launching new products, and testing niche markets. Pop-up stores may also be operated as promotional events; the purpose of which is to increase brand awareness rather than to make sales. Researchers have compared consumer behavior in the context of such varied retail outlets as traditional brick-and-mortar stores and online stores. However, researchers have not heretofore investigated consumer behavior associated with pop-up fashion stores, even though a wide range of retailers utilize the pop-up format. Since pop-up retail is a distinct type of retail outlet, consumers` attitudes and shopping intentions toward pop-up stores may differ from those they harbor toward traditional brick-and-mortar stores or online stores. The research goal of identifying variables that influence consumers` attitudes and intentions relative to pop-up fashion stores is important to developing effective pop-up retail strategies that will, in turn, allow fashion brands to diversify their distribution channels and thus reach more consumers and better promote their brands. Six hypotheses were proposed based on the review of literature: fashion involvement positively affects fashion-oriented impulse buying behavior (hypothesis 1a) and attitudes toward pop-up fashion stores (hypothesis 1b). Similarly, the need for hedonic shopping experiences positively effects impulse buying behavior (hypothesis 2a) and attitudes toward pop-up fashion stores (hypothesis 2b). Finally, fashion-oriented impulse buying behavior positively effects attitudes toward pop-up fashion stores (hypothesis 3), which in turn, effects shopping intentions at the stores (hypothesis 4). The data was collected from 245 consumers at the airports in two major cities in the West and Southwest regions of the US. The sample was comprised of women (60.8 %) and men (39.2 %) with an average age of 34.1 years. The fit statistics of the measurement model confirmed an excellent model fit: χ2=252.82 with 160 df at p-value<0.001; RMSEA of 0.047 (90% CI for RMSEA=0.035-0.058); CFI of 0.99; and NFI of 0.97. Cronbach`s alpha for latent constructs ranged from 0.88 to 0.98, and factor loadings were in the range of 0.71 to 0.96 with p-values<0.01. The construct reliability ranged from 0.84 to 0.97, and the average variance extracted ranged from 0.58 to 0.90. The overall fit indices of the research model indicated a good model fit: χ2=288.67 with 163 df at p-value<0.001; RMSEA of 0.053 (90% CI for RMSEA=0.042-0.063); CFI of 0.99; and NFI of 0.97. Fashion involvement had a positive effect on fashion- oriented impulse buying behavior, supporting Hypothesis 1a (γ=0.54, p<0.001). There was no significant positive effect of fashion involvement on attitudes toward pop-up fashion stores, rejecting Hypothesis1b. The need for hedonic shopping experiences had a significant positive effect on fashion-oriented impulse buying behavior and attitude toward pop-up fashion stores, supporting both Hypotheses 2a (γ=0.31, p<0.001) and 2b (γ=0.32, p 0.001). Fashion-oriented impulse buying had no significant positive effect on attitudes toward pop-up fashion stores, rejecting Hypothesis 3. Positive consumer attitudes toward pop-up fashion stores increased participants` shopping intentions with regard to the stores, supporting hypothesis 4 (β =0.72, p<0.001). Operating pop-up fashion stores may be an effective retail strategy for suiting the interests of hedonic consumers. The idea of stores "popping-up" unexpectedly may be appealing enough to catch some consumers` attention but attention alone may not be sufficient motivation to get consumers to take the next step, that is, shopping at a given store. Although pop-up stores are meant to be open for only a short period of time, retailers should attend to such considerations as the quality of merchandise, store layout and ambience, window displays, and customer service so as to create a desirable shopping environment and experience. The non-significant association between fashion involvement and attitudes toward pop-up fashion stores suggests that consumers, even those who are highly interested in fashion, may not be entirely aware of the benefits or even the concept of pop-up fashion stores. This study also revealed no significant positive effect of fashion-oriented impulse buying on attitudes toward pop-up fashion stores. The lack of connection was probably due to lack of experience with pop up retailers. Therefore, retailers could focus on increasing consumer awareness of pop-up retail as an innovative and exciting retail distribution channel by utilizing social networking services such as Facebook and Twitter to facilitate immediate word-of-mouth promotion to create buzz about pop-up stores. Global fashion brands may apply a pop-up retail strategy to retail internationalization and test the potential of entering markets before committing to the markets. Established global fashion brands may use pop-up stores to identify ideal locations for future permanent stores in foreign markets and as promotional events to engage in interactive brand communication with the consumer. For emerging global fashion brands, pop-up stores could function as a means to understand the consumer. By interacting with the consumer in pop-up store settings, fashion brands can scrutinize consumer responses to brand positioning and product offerings and increase brand awareness. They could also increase their presence in the global market through setting up stores in a pop-up shopping mall.

보문 : 과시소비성향에 따른 패션과 뷰티관여도

박현주 ( Hyun Ju Park ),박숙현 ( Sook Hyun Park ) 한국의류학회 2011 한국의류학회지 Vol.35 No.1

This study examines the fashion and beauty involvement according to a conspicuous consumption tendency. Questionnaires were used for female university students in their 20s and employees residing in Busan. The results of this study are as follows: The subfactors of conspicuous consumption tendency were divided into the individual pursuit orientation, brand orientation, high price orientation, and fashion pursuit orientation. The subfactors of fashion involvement were composed of physical supplementations, social symbols, outward appearance direction, sex appeal, and assimilation; in addition, those of beauty involvement consisted of hair design, skin management, make-up application, and shape management. Because of the examination of the differences, fashion involvement, and beauty involvement, conspicuous consumption tendency had a significant difference between the two groups in brand orientation, fashion in physical supplementation and outward appearance direction as well as beauty involvement in skin management and make-up direction. The conspicuous consumption tendency in the student influences the fashion pursuit orientation of fashion and beauty involvement because of the examination of the effect. Conspicuous consumption tendency in employees influences the individuality pursuing orientation and high price orientation in fashion involvement. In conclusion, the results show the tendency that university students put the most importance on fashion for fashion and beauty related product purchases and management direction; in addition, employees with income pursue high prices that can show their positions and economic power at work.

청소년의 비행정도와 정보탐색 및 유행몰입과의 관계 연구

이명희,이은실 한국의류학회 1999 한국의류학회지 Vol.23 No.3

The objectives of this study were to investigate the relationships among the degree of delinquency and clothing buying behavior, information search, and fashion involvement, and to examine the causal relationships of adolescent delinquency, demographic variables, and fashion involvement on information search. Subjects for this study were 537 high school students(males : 225, female : 312) in Seoul, Korea. The results of the study were as follow. 1. Four factors of adolescent's delinquency derived by factor analysis : F. 1 'general position delinquency' : F. 2 'school-norm delinquency' : F. 3 'personal delinquency' : F. 4 'sexual delinquency'. 2. There were partially significant correlations between the degree of adolescent's delinquency and information search, and fashion involvement. There were significant relationships between degree of delinquency and degree of clothing purchasing frequency, companion while shopping, and source of clothing expenses. 3. In the case of male students, fashion involvement and sexual delinquency had a direct effect on information search(R^2=.278). General position delinquency and fathers level of education had a indirect effect on information search through fashion involvement(R^2=.224). Allowance had a direct effect on general position delinquency. 4. In the case of female students, fashion involvement had a direct effect on information search(R^2=.257). General position delinquency and allowance had a indirect effect on information search through fashion involvement(R^2=.272). Allowance had a direct effect on general position delinquency. Father's level of education had a direct effect on allowance. The present findings provide that in general, the more allowance students received the higher the general position delinquency for both males and females. The higher the general position delinquency, the higher the degree of fashion involvement and information search. Therefore it can be concluded that relatively mild delinquency acts such as drinking, smoking, and going to discothque have more influence on fashion involvement and information search than serious delinquency acts such as violence and robbery.