캐주얼 의류 광고의 평가가 광고태도 및 구매의도에 미치는 영향

신혜봉 ( Hye Bong Shin ) 服飾文化學會 2004 服飾文化硏究 Vol.12 No.4

중상층 노년여성소비자의 라이프스타일 특성과 의복구매행동에 관한 연구

신혜봉(Hye Bong Shin),이금룡(Kyum Ryong Lee),임숙자(Sook Ja Lim) 한국노년학회 2003 한국노년학 Vol.23 No.4

The purposes of this study were to identify the characteristics of middleupper class older female consumer's lifestyle and to examine the effect of lifestyle characteristics on purchasing behavior of clothing. Additionally, this study examined the relationship between older female consumer and salesperson of fashion store. The participants used for the study were 285 middle upper class older female consumers over 55 years living in Seoul. Factor analysis, Cronbach'a, t-test, ANOVA and multiple regression analysis were used for data analysis. The results of this study were as follows. First, 5 factors of lifestyle characteristics were identified; shopping oriented, appearance oriented, luxury leisure oriented, social activities oriented and innovativeness oriented. Appearance oriented was the most important lifestyle characteristic. Second, lifestyle characteristics affected clothing purchasing behavior. This result showed that lifestyle was the useful method to segment older consumer. Finally, the salesperson's service evaluated most importantly by middle-upper class older female consumer was attentiveness and friendliness. Especially, friendliness was proved to have a crucial role in relationship continuity with salesperson. 본 연구의 목적은 중상층 노년여성소비자의 라이프스타일 특성을 규명하고, 이러한 특성이 의복구매행동에 미치는 영향을 밝힘으로써 기존 연구에서 다루어지지 않았던 중상층 노년소비자에 대한 정보를 제공하는 데 있다. 또한 부가적으로 의복구매 시 노년소비자와 판매원과의 관계를 알아봄으로써 노년소비자에 대한 판매원의 사회적지지 역할의 가능성을 알아보고자 하였다. 본 연구의 대상은 서울에 거주하는 55세 이상의 중산층 노년여성소비자 285명이며, 자료의 분석은 요인분석, Cronbach′ a, t-test, ANOVA, 다중회귀분석에 의해 이루어졌다. 연구결과 첫째, 중산층 노년여성소비자의 라이프스타일 유형은 쇼핑지향, 외모지향, 고급여가지향, 사교적 활동지향, 혁신지향의 5가지 요인으로 도출되었고, 외모지향이 중상층 노년여성소비자의 가장 두드러진 라이프스타일 유형으로 나타났다. 둘째, 라이프스타일 특성은 의복구매행동에 영향을 미치는 것으로 나타나 라이프스타일이 노년시장을 세분화하는 효과적인 접근방법이라는 기존의 연구결과를 지지하고 있다. 마지막으로 의복구매 시 중상층 노년여성소비자는 판매원의 고객배려와 친밀한 응대를 가장 중요하게 생각하였고, 특히 판매원의 친밀한 응대는 노년여성소비자와 판매원의 관계에 영향을 미치는 것으로 나타나 판매원이 노년여성소비자에게 사회적 상호작용의 기회를 제공할 수 있음을 나타내고 있다.

就學前 兒童의 衣服디자인 選好性과 思慮性 : 衝動性 性向과의 相關硏究 Implulsiveness for a Group of Preschool Children

申惠鳳,林淑子 한국의류학회 1987 한국의류학회지 Vol.11 No.3

The purpose of this present study is not only to investigate mutal relationship between the preference of clothing design and the nature of Reflectiveness-Impulsiveness, but to offer clothing design for desirably developing of child, especially of preschool children. And the practical research was performed for 166 preschool children who are in kindergarten located in Seoul and are selected according to their sex and social class. This study used Kagan's MFFT and Personality Inventory of Hwang Eung-Yeon for the test of Reflectiveness-Impulsiveness, while for the preference of clothing design used the photo deck which is showed to children. The data analysis was based on frequency, percentage, mean, standard deviation, chi-square (x^2) test, t-test, F-test, and Duncan's Multiple Range Test. It can be concluded that girls rather than boys, high class children rather than middle or low class children were more reflective as a general trend. The relationship between the preference of clothing design and the nature of Reflectiveness and Impulsiveness is as follows: 1. In color, reflective boy liked blue series and reflective girl liked 'pastel coloring series, while they disgusted red series and non-coloring series. The group of impulsiveness liked red series, while they disgusted non-coloring series. 2. In color combination, group of reflectiveness liked similar color, while group of impulsiveness liked contrasting color. 3. In texture, group of reflectiveness liked soft and shiny texture, while they disgusted thick and rough texture. Also Group of impulsiveness liked soft texture. 4. In pattern, reflective boy liked lettering pattern and reflective girl liked flower pattern, while she disgusted lettering pattern. Impulsive boy liked stripe pattern and (impulsive girl liked flower pattern. 5. In pattern size, group of reflectivenss liked small size, while group of impulsiveness liked large one. 6. In style, group of reflectiveness liked formal style.

패션점포 판매원의 노력이 중상층 노년 여성고객의 관계지속 의도에 미치는 영향

신혜봉,임숙자 한국의류학회 2003 한국의류학회지 Vol.27 No.6

The purposes of this study was to identify the dimensions of salesperson's effort and to examine the effect of salesperson's effort on relationship quality and customer intent to relationship continuity of middle upper class older female customers. The subjects used for the study were 202 middle upper class older female customers over 55 years living in Seoul. Factor analysis, paired t-test, multiple regression analysis and path analysis were used for statistics analysis. The result of this study were as follows. First, 5 factors were identified for the dimensions of salesperson's effort in older female customer's perception: attentiveness/product competence/effective access/friendliness/ special treatment. The salesperson's effort perceived most importantly was friendliness. Second, the salesperson's effort perceived by customer had direct and indirect effects on customer intent to relationship continuity; indirect effect medicated by relationship quality was larger than the direct one. Relationship quality was proved to have a crucial role in customer intent to relationship continuity. The influences of dimensions of salesperson's effort were also investigated. The effective access affected considerably on customer intent to relationship continuity.

패션점포 판매원의 노력 차원과 중요도 : 중ㆍ상층 노년여성고객과 판매원 관점을 중심으로 Focus on Middle - Upper Class Older Female Customer and Salesperson's Perspective

신혜봉,임숙자 服飾文化學會 2003 服飾文化硏究 Vol.11 No.1

The aim of this study was to identify dimensions of salesperson's effort according to older female(55+)customer's and fashion store salesperson's persperctive and to examine what kind of effort dimensions are assessed to be more important than others. As a method, both literature review and empirical research were made. This study was performed in three stage from December in 2001 to May in 2002. For exploratory step, in-depth interview and observation study were done for gathering responses related to salesperson's effort. In pilot study, 83 older female customers were surveyed and the data was analyzed in order to develop questionnaire. In the main research, 202 older female customers and 103 fashion store salespersons were surveyed in order to identify the dimensions of salesperson's effort. Statistical analyses were performed with SAS program using factor analysis, cronbach'a, mean, t-test, paired t-test and multiple regression analysis. The results of this study were as follows. First, 5 factors was selected for the dimensions of salesperson's effort in customer's perception; friendliness, attentiveness, product competence, effective access and special treatment. Second, 5 factors was selected for the dimensions of salesperson's effort in salesperson's performance; friendliness/ attentiveness, product competence, effective access, communication , and purchase exaction. Third, dimensions of salesperson's effort were different according to customer and salesperson's characteristics. Last, there were significant differenced in the salesperson's efforts between customers' perception and salespersons' performance.

광고평가와 광고관여에 따른 광고효과 연구 : 패션잡지의 캐주얼 의류광고를 중심으로 Focused on Casual Wear Advertisements of Fashion Magazine

신혜봉,임숙자 한국의류학회 2004 한국의류학회지 Vol.28 No.1

The purposes of this study was to identify the evaluative dimensions of advertising and to examine the effect of evaluative dimensions of advertising on advertising effects (attitude to advertising/buying intention). The subjects used for the study were 202 female university students. Through the pretest, 15 casual wear brand′s advertisements were selected and presented as stimuli. The questionnaire was employed and descriptive statistics, factor analysis, t-test, paired t-test and multiple regression analysis were used for data analysis. The results of this study were as follows. First, 5 evaluative dimensions of advertising were identified; model, message, product, brand and image. The dimension of advertising evaluated most positively was image. Second, the dimensions of advertising that significantly affected the attitude to advertising were model, message and image, whereas the dimensions that affected buying intention were product and brand. The influence of the evaluative dimensions of advertising on the attitude to advertising were different according to advertising involvement.

중국 직장여성의 의복 구매행동 연구

임숙자,신혜봉,장춘희 이화여자대학교 생활환경대학 인간생활환경연구소 2004 인간생활환경연구소 논집 Vol.- No.2

The purposes of this study was to investigate the clothing purchasing behavior of Chinese career women and the awareness and purchasing experience of Korean apparel brand. The data was collected from 662 Chinese 20 · 30's career women using questionnaire and analysed by frequency analysis, means using SPSS package. The results of this study were as follows: The clothing purchasing motives of Chinese career women were 'because the season changed' and 'to express one's own individuality'. In using informants, they were influenced by 'display of shop', 'the past purchasing experience' and 'friends or colleague' The clothing selection standards were 'fitness' and 'design'. For store selection, they consider importantly 'product quality', 'price' and 'salesperson's service'. The clothing purchasing place were 'first class department store' and 'famous brand shop'. Most Chinese career women like to so shopping during weekend and periods of brand sales. For paying method, they still like to use cash more than credit cards, because credit card is not popular in China yet. After they have purchased clothing they were satisfied with design, color and fitness of clothing products, but dissatisfied with the parking system of the shop and public transportation. In the estimation of Korean apparel procucts, more than 50% of subjects have known about Korean apparel brand.