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황선진(Sun Jin Hwang) 한국복식학회 1992 服飾 Vol.18 No.-
The present research analyzed the social meaning of Korean clothing in women`s magazine. The data were included the advertisements and publicity related to Korean clothing in two women`s magazines and condensed at 5 year intervals with content analysis. The identified 276 advertisements and publicity were categorized into four areas. The categories were the trend of exterior growth of advertisements and publicity, appeals and approach, the elements of advertisements and publicity including background, the relation of models, situations, and styles of Korean clothing over times. The results of the study were as Follows : 1. In conjunction with external growth of advertisements and publicity of Korean clothing, the social meaning of Korean clothing has changed from ceremonial clothing to dail-wear clothing. Especially since 1980, the theme of advertisement and publicity of Korean clothing were changed form the beauty of traditional Korean clothing such as grace of dignity to the individuality which was the typical value of western Clothing. 2. The trends of appeals related to Korean clothing and applied Korean clothing have reflected the changing time and society. Since 1980, the emotional or mixed approach with metaphor have increased, whereas factual or situational approach were dominated in 1960s and 1970s. 3. The styles including silhouette, detail, textile and pattern of Korean clothing and applied Korean clothing also reflected the changing trends of Korean society. Especially since 1980, the applied style of Korean clothing has adopted the trends of western clothing. Implications for the future research were suggested.
다차원 척도기법을 이용한 여성 기성복의 상품 이미지에 관한 연구
황선진(Sun Jin Hwang) 한국복식학회 1990 服飾 Vol.15 No.-
This article was written with two purposes in mind. The first purpose was to introduce clothing ane textile community who may not be familiar with Multidimensional Scaling(MDS) with usefulness of the new technique in the area of fashion merchandising. The second purpose was to present the results of an empirical study on brand image utilizing MDS and its related technique as the main analysis tools. The main objective of the empirical study was to gain a better understanding of consumer`s brand image by relating differences in perception and attributes of clothing in women`s ready-to wear market. For this empirical study, the ten brands and the fifteen attributes of clothing were chosen. The questionnaire consisting of questions asking about the similarity and attributes of clothing between selected brands was administrated to 185 career women during summer in 1989. Data were analyzed cluster analysis, and KYST and PROFIT in MDS program. The results were as follows : 1. The similarities data for the ten selected brand by using KYST program of MDS drawed the perceptual map. The results of this perceptual map showed that the selected brand were grouped into three clusters. 2. In order to get a somewhat objective view of which attributes consumers are attributing to each brand, PROFIT program was used. As a result, it was revealed that assortment depth / width, price, youth-oriented style, possibility of various social activity significant attributes in consumer`s brand choice rather than physical attributes of clothing such as quality or durability. This may imply that consumenr orientation in rapidly changing environments of women`s apparel market was its basic idea, and the focus of all fashion merchandising activities was put on needs` and the response of consumer group who are the object of the target. Implicating for future research as well as for strategy of brand positioning were also suggested.
남성복 구매형태에 따른 정보원 선택 , 위험지각 , 추구혜택의 차이에 관한 비교 연구
황선진(Sun Jin Hwang),김노호(No Ho Kim) 한국복식학회 2001 服飾 Vol.51 No.7
The purpose of this study to compare the purchasing behaviour of men`s business suits, among custom suits, system order, and ready-made suits, centering around the choice of information source, risk perception and benefits sought. The survey of this study was collected from 450 adult male in Seoul. The data was analyzed by factor analysis and ANOVA. The result of this study were as follows : 1. Custom suits, system order, and ready-made suits consumers have a significant difference in the choice of information source. The consumer attaching most importance to the impersonal information source is the system order users, custom suits users, and ready-made suits users respectively. However there was no significant difference in the personal source among 3 different purchasing behaviour of men`s suits. 2. For the risk perception, 1) the group who perceived the highest in economic risk is the system order users, followed by custom suits users, and ready-made suits users. 2) the group who perceived performance risk as being the highest concern is the ready-made suits consumers, followed by system order user, and custom suits user. 3) the group who perceived the socio-psychological risk as the Highest is the ready-made suits consumers, and followed by custom suits user and system order users. 4) there is no difference among the three groups with respect to the fashionability loss risk. 5) the group of the highest perceiving the useful loss risk is the ready-made suits consumers, and the next is system order users, custom suits users. 6) the group of the highest perceiving the time and convenience loss risk is ready-made suits users, and the next is system order users, custom suits users. 3. For the benefit sought, the group of the highest perceiving the aesthetics is custom suits consumers, and the next is system order users, ready-made suits users.