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도시 주부의 케이블TV 홈쇼핑을 통한 의복구매시 지각된 위험과 의복 평가기준에 관한 연구
남미우(Mi Woo Nam),고애란(Ae Ran Koh) 한국복식학회 2004 服飾 Vol.54 No.6
The purpose of this research was to investigate consumer behavior toward apparel buying within a cable TV home shopping context. The subjects of this study were 355 house wives aging from 20 to 30 living in Seoul. It was decided to conduct the analysis by dividing subjects into two groups: non-users who had made no purchase at home during the previous month and users who made at least one purchase at home. The first objective of the study was to examine the behaviors of users and non-users and was to profile their demographic characteristics. Secondly, in order to investigate the difference of perceived risk between users and non-users, 6 kinds of perceived risks were examined. Thirdly, clothing evaluative criteria were surveyed in order to investigate difference between users and non-users. To examine the difference between users and non-users, t-test was used. There were significant differences in demographic characteristics between two groups. Users were above average in income, education, and age. There is considerable agreement among researchers that users tend to be affluent. Principle components factor analysis revealed 7 types of perceived risks - product related risk, in-home shopping related risk, impulse risk, return & refund risk, delivery risk, time risk, price risk. Users showed higher levers of risk perceptions of impulse buying risk, price risk. Non-users showed higher levels of risk perceptions of return & refund risk and delivery risk. However users tend to be interested in fashion and non-users concerned about clothing appropriateness. The findings indicate that the utilization of cable TV home shopping makes differentiation in house wives` apparel market and suggest that retail strategies and tactics which target individuals associated with each of the risks must also differ.
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주부의 가치관에 따른 소비자 유형별 의복추구혜택과 구매관련행동 특성
고애란,남미우,조윤정 대한가정학회 2002 Family and Environment Research Vol.40 No.5
The purposes of this study were 1) to classify female consumers on VALS, 2) to identify the differences of psychological characteristics and demographics among the classified groups, and 3) to investigate the apparel benefits, buying behavior, shopping practices and psychological characteristics of each groups. For the study, a sample of 340 female consumers participated in this survey research. The data was analyzed utilizing descriptive statistics, factor analysis, cluster analysis, x^2-test, one-way ANOVA and Duncan test. Seven dimensions of values were identified by factor analysis: Consumption-oriented, Achievement-oriented, Diligence/sincerity-oriented, Pessimistic value tendencious, conservative/conventional value oriented, Dignity-oriented and Sociality-oriented. Based on these dimensions female consumers classified into three clusters: inner values-directed group, passive/inactive group, and achievement-oriented group. Achievement-oriented group showed the highest scores in optimum stimulation level and materialism, and tended to be younger and be employed than the other two groups. Both inner values-directed group and achievement-oriented group showed higher scores in self-expression/individuality and quality out of five apparel benefits than passive/inactive group. Innovative communicators, fashion innovators and fashion opinion leaders were mostly in the achievement-oriented group, while fashion followers and fashion indifferents were mostly in the passive/inactive group. It was revealed that achievement-oriented group had a larger number of fashionable clothing items and experienced more activities in vogue. Also, there were signigicant group differences in shopping practice, such as average monthly allowance, number of annual purchase clothing items.
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성인남성의 성적지향에 따른 의복행동과 심리적 특성의 관련연구
남미우,고애란 한국의류학회 1998 한국의류학회지 Vol.22 No.4
The purpose of this study were 1) to identify the differences between homosexual and heterosexual men in clothing behaviors(fashion leadership, preference for up-to-date style and sexual attractiveness), lifestyle and sex-role attitudes, and 2) to investigate the relationships between clothing behaviors and lifestyle and sex-role attitudes. The data was collected via self-administered questionnaires from 183 adult men(88 homosexual, 95 heterosexual men) living in Seoul, and was analyzed by factor analysis, t-test, correlations and multiple regressions. The result of this study were as follows: 1. Two factors of fashion leadership were identified: fashion opinion leadership and fashion innovativeness. Four factors of lifestyle were identified: appearance awareness, self-confidence, authoritativeness, and achievement. 2. The result of t-test between homosexual and heterosexual men in clothing behaviors and psychological characteristics, homosexual men showed higher scores in fashion innovativeness, fashion opinion leadership, preference for up-to-date style, and appearance awareness of lifestyle characteristics. 3. From the result of analyzing the effects of psychological characteristics on 4 variables of clothing behaviors, appearance awareness of lifestyle characteristics was found to be the most influential factor for all the clothing behavior variables in both groups.
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