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경제발전과 복식의 서구화와의 관계연구 : 한국여성복을 중심으로 An Emphasis on Korean Women's
전양진 한국의류학회 1999 한국의류학회지 Vol.23 No.8
The objective of this study was to investigate the relationship between women's clothing westernization and the economic development in Korea. The data were obtained for the Korean womens clothes and analyzed by the linear regression method. The results were as follows: First, western clothing style was adopted first for the street wear and then for the casual home wear. Second, the per capita GNP as a proxy of the economic development was shown to affect the westernization of Korean women's clothing significantly. The Korean traditional clothing was disappeared as the per capita income went up. These results support previous anthropological studies on the westernization and the economic development following industrialization. Also, this quantitative study shows one way to prove Bell's hypothesis and will be of use to the economists as well as the clothing researchers.
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전양진 명지대학교 자연과학연구소 2000 자연과학논문집 Vol.19 No.-
본 연구에서는 우리 나라 여성잡지의 패션상품 광고를 내용분석방법으로 조사하였다. 광고에서 표현된 지난 20여년 간의 가치관을 일반적인 가치관과 제품에 추구하는 가치관으로 나누고 이들 가치관이 시대별로 차이가 있는지 살펴보았다. 일반적 가치 중에는 경험주의 가치가전 시기에 걸쳐 가장 우세하였고 그 다음은 자기중심적 가치, 성취추구 가치 순으로 나타났다. 제품추구 가치들 중에서는 제품성과가 가장 많이 나타났고 그 다음은 쾌락성이다. 제품성과나 성과보증, 유통. 기업 상표의 이미지는 점차 증가 추세에 있다. 패션상품의 광고에는 사진광고가 압도적으로 많으며 배경이 없는 자료가 가장 빈번하였다. 또한 내국인 모델과 외국인 모델이 다양하게 사용되었으며 호감성 모델이 지배적으로 많이 등장하였다 This study was to investigate the contents of the fashion products ads of women's magazines. The result would help global marketers build effective marketing plan and help researchers understand the changing patterns of consumer attitude. Inner directed values such as 'experiential and I-Am-Me were dominant in Korean women's general value system. Also inner directedness got increased over time. Utilitarian value was more emphasized than hedonic one in Korean women's consumption value and that became increased over time. Picture images without background were dominant in the print ads.
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한국여성의 가치관 변화에 관한 연구 : 화장품과 의류상품 광고를 중심으로 A Content Analysis of Print Ads
전양진 한국의류학회 2001 한국의류학회지 Vol.25 No.4
This study was to investigate the value changes in Korean women by analyzing the ads of women's magazines. The contents of ads were classified into two types of values: general and consumption values. The general values, composed of inner-directedness and outer-directedness, might predict consumer behavior in general. The consumption values, utilitarians and hedonic, were expected to affect the consumer purchasing attitude to a specific product. Factors affecting the cultural values were per capita income and women's social status. Total 2969 illustrated ads with verbal theme from 32 Korean women's magazines were used. The content analysis, chi-square test, logistic regression were done for the analysis. The results showed that inner-directedness was dominant general value in Korean women's culture and increased over time. Younger consumers were more inner-directed than older ones were, and inner-directed values increased with income growth. For the consumption values, utilitarian values were higher than hedonic ones and went up over time. For the product types, utilitarian ads were frequent in cosmetics while hedonic ads were high for apparels. Those results implied that Korean women's culture became more inner-directed with increased income. Also consumption values were likely to differ between product groups. Per capita income was shown to increase inner-directedness while women's social status was to increase outer-directedness.
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Comparative Study on Shopping Behavior of Korean OverseasTourist Groups Based on Travel Motivation
전양진 한국의상디자인학회 2015 한국의상디자인학회지 Vol.17 No.1
본 연구의 목적은 해외여행 동기에 따라 여행자들의 집단을 나누고 각 집단별로 해외여행시 구매하는 상품이나 이용 매장의 특성을 비교하는데 있다. 문헌연구를 통해 여행동기와 구매상품의 종류와 속성, 쇼핑장소의 유형과 속성에 대한 주요 문항들을 추출하였다. 20-50대 해외여행 경험자 431명을 대상으로 설문조사를 실시하였고 K-평균 군집분석을 통해, 적극적 집단, 소극적 집단, 자연·쾌락추구 집단, 가족·발견추구 집단의 4개의 군집이 확인되었다. 적극적인 여행자들은 해외에서 구매하는 모든 상품종류에 대해 가장 높은 관심을 보였으며 다른 세 집단보다 유의하게 차이가 있었다. 특히 소극적인 여행자나 자연·쾌락추구 여행자들보다 패션·사치품이나 기념품 구매를 중요하게 생각하는 것으로 나타났다. 또한 상품 속성에서 디자인과 명성, 실용성, 가격과 품질 등의 요인들을 중요하게 고려하였다. 구매 장소 측면에서는 적극적 집단은 지역시장, 패션매장, 선물매장 순으로 선호하였으며 소극적인 여행자들은 패션매장을 더 선호하는 것으로 나타났다. 구매장소 속성의 중요도는 편의성, 디스플레이, 매장위치 및 판촉활동 순으로 중요시되었으며 적극적인 여행자들은 다른 세 집단 여행자들보다 매장 편의성에 대한 관심이 유의하게 높았다. 가족·발견중심 여행자와 자연·쾌락추구 여행자 집단은 쇼핑행동이 비슷하거나 일부 요인에서만 차이가 있었다. 소극적 여행자들은 나머지 세 집단과 구별되게 모든 쇼핑행동에 대한 관심이 낮았다. 여행동기에 근거한 시장세분화는 서로 다른 쇼핑행동을 예측할 수 있는 변별력이 있음을 보여주었다.
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전양진 한국의류학회 2002 한국의류학회지 Vol.26 No.8
This research was to see if the fashion product ads are standardized or differentiated, and to find what were the determinants if any differentiation existed. The purpose of this study was to identify cultural characteristics significant on marketing fashion products. In addition, the relative importance of product appeals between rational and emotional in the fashion ads was examined. Hofstede's(1991) three cultural characteristics dimensions such as individualism-collectivism, power distance, masculinity-femininity were used. Content analysis was applied in the study. Magazine ads of apparel, cosmetics and accessories were collected from France, Japan, Korea and the US in 1999-2000. Cultural characteristics of the fashion ads were evaluated and compared in terms of country, product type and product involvement. Also ten consumption appeals were examined for country and product type. ANOVA, Duncan test, and x^2 test were applied to analyze data. The results were shown as follows: First, all the cultural characteristics such as individualism-collectivism, power distance, and femininity-masculinity were different among countries. Second, two product appeals were significantly different among countries. Hedonic appeals were dominant for France and the US while those were not for Korea and Japan. Third, product involvement level had significant impact on power distance characteristic and product appeals. Ads of high involvement fashion goods showed larger power distance and more emotional appeals. In conclusion, global fashion ads should be differentiated in terms of some cultural characteristics and product appeals.
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