소비자의 구매행동에 관한 연구

원명심 건국대학교 조형연구소 1997 조형연구 Vol.5 No.-

The purpose of this study was to examine consumer buying behavior, in particular, on store choice and selective discrimination, that is, patronizing stores at various price levels. The questionnaire was administered to 300 women living in Seoul. The methods used to analyze the data were frequency, ANOVA, and Duncan test. Results suggest that Korean women shop apparels mostly in following four locations: (1) Department stores; (2) Specialty and chain stores; (3) Discount stores; and (4) Market(including Namdaemoon and Dongdaemoon). Significant differences were found between apparel types that consumers brought and store types variables. Selective discrimination behaviors were also found in the following groups: (1) Under 30years old group: (2) Monthly household income between 2,000,000-4,000,000 Won group: and (3) Junior college graduates group.

1980년대 패션에 나타난 복고풍 모드와 포스트 모더니즘

元明心 건국대학교부설조형연구소 1992 조형연구 Vol.1 No.-

The purpose of this study was to find the interrelations between the Post-Modernism in arts and the 1980s fashion. Relevant literature were reviewed to examine the characteristics of Post-Modernism in the arts. The high fashion megazines such as "Collezioni" and "Vogue" were used to collect 1980s fashion styles. In the 1980s fashion as well as in art, there was a common structure of feeling which can be termed as "Post-Modernism". Historicism and eclecticism are the important descriptions of Post-Modernism. The impulse to be of the past but in the present-to be in "the historical mode"-also became clearly discernible in 1980s fashion. Possible sources of 1980s fashion have been suggested through an array of images, ranging from an Egyption mumm of a priestess to 1960s tie-dyed shirts. In 1980s fashion he garment was not replicated in the manner of copying but in assimilation. Elements were borrowed from the past, but differentiation was supreme.

여고생들의 의복 구매유형 연구 : An Analysis of Girls' High School Students in Choongju, Korea 충주 지역을 중심으로

元明心 건국대학교 중원인문연구소 1994 중원인문논총 Vol.13 No.-

The Purpose of this study was to identify decision-making styles of girls' high school students in buying apparels. A questionnaire, based on the exploratory studies of Sproles in the United States, was administered to 600 students at three girls' high schools in Choongju, Korea. Data were factor analyzed and Cronbach's alpha were computed for scale reliability. This study identified eight characteristics of consumer decision-making: (1) Novelty-Fashion conscious Consumer; (2) Perfectionistic, High Quality Conscious Consumer; (3) Recreational, Hedonistic Consumer; (4) Habitual, Brand-Loyal Consumer; (5) Brand Conscious, "Price Equals Quality" Consumer; (6) Well-Known Products Buying Consumer; (7) Price Conscious Consumer; (8) Confused by Over-Choice Consumer. Identified decision-making styles for Korean young consumers are similar to those for U.S. young consumers by Sproles. However, not all the results were equivalent. For example, 'Impulsive' factor which was confirmed characteristic for young U.S. consumers was not found in Korean data. Another example is that "Well-known Products Buying' factor confirmed in this study was not found in U.S. data. In conclusion, although the results for the Korean sample were not entirely equivalent to the U.S. sample of Sproles, similarities outweigh the differences.

미국 New York시를 중심으로 한 수입 의류상품의 유통체계

원명심 건국대학교 1996 學術誌 Vol.40 No.2

The purpose of this study was to analyze the fashion import channels of distribution in New York which has the largest fashion industry in the Unified States. In a world of increasingly intense competition, a focus on developing superior marketing channels is one of the few ways left to gamin a sustainable competitive advantage for Korean apparel industry. New York, the historic censer of the garment industry in the United States, stands out from other market centers for a number of reasons. Although it is crowded, expensive, and inconvenient for manufacturers and buyers alike, the newest fashions and latest fashion information are to be gathered here and nowhere else to the same degree. Some vital statistics about the overall apparel industry and the fashion center in New York- the neighborhood that runs from Fifth Avenue to Ninth Avenue and from West 35th Street to West 41st Street-are as follows: 1) the fashion industry provides about 250,000 jobs in design, manufacturing, distribution and related activities; 2) there are about 100,000 jobs in the manufacturing sector: 3) there are 5,100 showrooms and 4,500 factories in the city, 4) about 22,000 apparel buyers visit the city each year for five market weeks and 65 trade shows. The importer is a crucial link in the channel of distribution. Importers typically function in one of three ways in the channel of distribution. They are either the wholesaler, the distributor, or the manufacturer-retailer. Imports move through the same channels of distribution as domestic goods, that is they are sold to 1) Department Stores, 2) Specialty Stores, 3) Chain Stores, 4) Discounters〈 (a) Discount Stores, (b) Off-price Stores, (c) Factory Outlets〉, 5) Dialect Mail, 6) Other Outlets.

여성 기성복 의류업계 머천다이저들의 역할 및 인식분석

원명심 한국의류학회 1991 한국의류학회지 Vol.15 No.3

The roles of fashion merchandisers (merchandise managers) in women's apparel industry and their perceptions of the job requirements as a fashion merchandiser were investigated to understand present fashion merchandising activities in the industry and suggest desirable roles of fashion merchandiser for further development of the industry. The research questionnaires were administered to fashion merchandisers working in the ten national brand women's apparel firms. The results of the study were as follows 1. Annual sales volumes of most surveyed firms were more than five billions won and eight out of ten surveyed firms have fashion merchandisers in their firms. 2. Fashion merchandisers worked at a specific brand merchandising division, sales and operations division, or merchandise planning division. A fashion merchandiser generally supervised one brand. 3. Fashion merchandiser's work experience ranged from four to fifteen years showing a great deal of experience in the apparel industry. Their majors at university were mostly business and few majored in clothing and textiles, or textiles. 4. In general, the role of fashion merchandiser was a management specialist who was responsible for identifying target markets, analyzing fashion trends, planning of the merchandise development, budget planning, manufacturing planning, selling, advertising and sales promotion, and distributing the merchandise. At some firms, fashion merchandisers were not responsible for advertising, display, and receiving the orders. 5. Surveyed fashion merchandisers perceived the desirable fashion merchandiser's role as a management specialist conducting overall business activities in the areas of merchandise planning, manufacturing, selling and distribution. They also mentioned the following personal characteristics such as vision, leadership, and persuasion as desirable characteristics for those who aspire to a career in fashion merchandising. 6. Surveyed fashion merchandisers emphasized relevant and realistic experiences in fashion merchandising education. Several ways were suggested to help the educator keep in touch with business and bring reality to students. They are : field work, bringing professionals into the classroom to speak to the students, emphasizing clothing and textiles education including merchandising area, and establishing a Department of Fashion Merchandising.

의복구매시 소비자 의사결정 스타일과 개인의 학습 스타일에 관한 이론적 연구

원명심 한국의류학회 1992 한국의류학회지 Vol.16 No.1

As a preliminary work for the interrelations between individuals' learning style and their consumer decision-making styles in purchasing apparel, its theoretical backgrounds were reviewed. Several major approaches to measuring and characterizing learning styles were theories of Hunt, Schroder, Kolb, and Sproles. Relevant literature suggests several consumer decision-making styles including Morchis' and Sproles'. Researches on the practical'implication of theoretical learning styles model in the area of consumer decision-making styles were also explored.

미국 어패럴업계의 니치마켓 전략-트윈세대 어패럴업체를 중심으로-

원명심 ( Won Myung-sim ) 한국디자인트렌드학회 2010 한국디자인포럼 Vol.29 No.-

최근의 트윈세대는 예전의 트윈세대들보다 자기표현 욕구가 뚜렷하고, 자신들을 위한 소비행동뿐만 아니라 가족을 위한 제품구매의 의사결정에도 막강한 영향력을 발휘하고 있으며, 체형도 현저하게 달라졌다. 따라서 트윈세대를 타겟으로 하는 국내 어패럴업체들은 트윈세대들의 감성에 부합하면서도 체형에 맞는 의복을 기획해야할 필요가 있다. 본 연구의 목적은 트윈세대를 주요한 마케팅 대상으로 하고 있는 미국 어패럴업체들의 전략을 살펴봄으로써, 트윈세대를 타겟으로 하는 국내 의류업체 및 미국 트윈시장 진출을 고려하는 의류업체를 위한 기초자료를 제시하는 것을 목적으로 한다. 조사지역은 미국 노스캐롤라이나 주 캐리시 지역으로 한정하였고, 공립 초등학교와 공립 중학교에 다니는 트윈여아(10세∼13세)들 15명을 대상으로 한 설문조사, 매장 방문조사 및 플런킷(plunkett) 의류산업체 자료들을 병행하여 분석하였으며 결과는 다음과 같다. 조사대상 트윈여아들은 의복관심 및 기타 관심 분야에 있어서 연령에 따라 즉, `초기 트윈여아들`(10세∼11세)과 `후기 트윈여아들`(12세∼13세)은 서로 유의한 차이를 보였다. 그러나 `초기 트윈여아`와 `후기 트윈여아` 두 그룹 모두 에이지 컴프레션 현상(조숙 현상)으로 자신들 또래나이의 유명 스타들 보다는 나이가 많은 유명 스타들을 좋아하는 것으로 나타났다. `초기 트윈여아`들이 가장 즐겨 입고 선호하는 브랜드는 져스티스(Justice)로 나타났으며, 이 브랜드는 화려하고 다양한 색상과 스타일, 그래픽 등으로 꿈, 희망, 사랑 및 평화의 메시지를 전달하는 니치전략과 함께 다양한 사이즈 제공으로 `초기 트윈여아`시장의 공략에 성공하고 있다. 한편, `후기 트윈여아`들이 가장 선호하는 브랜드는 에버크롬비 앤 피치(Abercrombie & Fitch)로 나타났으며, 이 브랜드의 마케팅부는 `후기 트윈`들의 명성(fame)에 대한 열망 및 또래의 영향을 극대화한 니치전략과 함께 다양한 사이즈 제공으로 트윈시장을 석권하였다. The purpose of this study was to examine how the tween apparel industry can utilize a niche market strategy in order to compete with other apparel industry. The research designs used for this study were a questionnaire and an in depth case study method. A questionnaire was administered to the 15 tweens aged between 10 and 13 years old, all female, younger(10 to 11) and older(12 to 13), and living in Cary, North Carolina. The research questions were related to tween girls` clothing and other interests. Results show that tweens are the age group most affected by the social phenomenon known as age compression. Tween girls rarely make peers their heroes. Justice is the most favorable brand among the younger tween girls while Abercrombie & Fitch is the most popular brand among the older tween girls. Justice successfully appealed to the imagination of younger tweens and created romance. Abercrombie & Fitch zoomed right into the older tween`s desire for fame, placed them firmly in the center of the action and managed to retain the most fickle audience in today`s market. Both brands are designing clothes in varying styles and in a variety of different fits to conform to different body shapes.

의상디자인학과 ; Elsa Schiaparelli의 의상에 나타난 초현실주의

원명심 ( Myung Sim Won ) 건국대학교 조형연구소 2006 조형연구 Vol.14 No.-

한국여대생의 의복 및 화장품 색채 선호에 관한 연구

원명심(Won, Myung-Sim),이명숙(Rhee, Myung-Soog) 한국색채학회 1998 한국색채학회 논문집 Vol.10 No.-

의복브랜드 전환에 관한 연구

원명심(Won, Myung Sim) 한국전시산업융합연구원 2013 한국과학예술융합학회 Vol.14 No.-

본 연구는 의복 구매시 내적 요인인 다양성 추구성향과 제품특성 같은 외적 자극이 브랜드 전환에 미치는 영향에 대해서 조사하였다. 서울 거주 20-30대 여성 527명을 온라인 설문 조사하였으며, 요인분석, 군집분석, 분산분석등의 통계기법을 사용하여 분석하였다. ‘브랜드 전환 추구집단’, ‘개성.유행 추구집단’ 과 ‘다양성 비추구집단‘간에 브랜드 전환 동기로 작용하는 제품 특성같은 외적 자극 요인들에서 유의한 차이가 나타났다. 브랜드 전환동기 중 외적 자극 요인의 영향력 차이에서도 유의한 차이가 나타났다. The study explored the impact of internal factors such as variety-seeking drive and external stimuli factors on brand-switching propensity in clothing purchases using factor analysis, cluster analysis, analysis of variance. On line survey method using questionnaire was employed. The sample consisted of 527 females between the ages of 20’s and 30’s residing in Seoul. The results showed that there were significant differences in importance of brand switching motives including external stimuli among groups according to levels of diversity orientation. Also, there were significant differences in importance of external stimuli among their subordinate factors.