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소비자(消費者) 성별(性別)에 따른 의류제품(衣類製品) 쇼윈도우 디스플레이 유형(類型)에 대한 태도(態度) 요인(要因)
권혜숙 ( Hae Sook Kwon ),신은경 ( Eun Kyung Shin ) 한국패션비즈니스학회 2006 패션 비즈니스 Vol.10 No.5
The main purpose of this research is to examine what are the factors that affect consumer attitude by the types of clothing window display, and find if there is any difference by gender of consumer group. Total 357 data from random sample of 347 adults(156 male and 191 female) who were between 19 to 49 years of age were analyzed. Sources for the sample were companies and apartment complexes and several colleges in Seoul and Chonan to diversify by such demographics as age and social status. Factors were measured by respondents` rating of 9 statements using a 5-point Likert-type scale. SPSS(Statistical Package for Social Science) Version 10.0, is used for factor analysis in order to comprehend the factors of consumer attitude and Cronbauch`s α in order to measure the credibility of questions in each factor. The main findings are as follows: First, three dimensions of consumer attitude to two types of window-display of product centered display and image centered display were identified as interest, information, and impression and theses are same to both male and female consumer group. Second, for both male and female consumer group, three dimensions of consumer attitude toward two types of window-display were same, however, included sub categories in each dimension showed a little difference. In product centered display, both male and female consumer group showed high interest in the sub categories of ``fashion`` and ``informations related to the product`` and they were considered same factor. Otherwise, In image centered display, two sub categories of ``having some interests in the display`` and ``recognize the display that projects the image or impression of clothing well`` were showed high relationship each other and they were also considered same factor. Third, Cronbauch`s of α three dimensions of consumer attitude demonstrated high credibility from 0.75 to 0.91. Mean score of subcategories of attitudes toward the type of display by the gender of consumer showed high scores of ``interest`` and ``impression`` categories in image centered display and showed high scores of ``information`` category in product centered display for both gender.
한국(韓國) 남성복(男性服) 광고(廣告)의 내용분석(內容分析) -1962년(年) 부터 1998년(年) 까지의 잡지(雜誌)와 화보(畵報)를 중심(中心)으로 -
권혜숙 ( Hae Sook Kwon ),권혜욱 ( Hae Wook Kwon ) 한국패션비즈니스학회 2006 패션 비즈니스 Vol.10 No.4
The purpose of this study is to investigate the content and changes of modern Korean men`s wear advertisement from the 1960s to the 1990s by reviewing fashion magazines and pictorials. Research problems were as follows.; First, analyze the types and their units of measurement in men`s fashion advertisements from 1962 to 1998. Second, examine the differences of quantitative change in men`s fashion advertisements according to each period. The total 857 advertisements were selected from Shin Dong-A, Joongang Magazine, and Bokjangwolbo from 1972 to 1998. For analyze the result, frequency analysis and χ2-test were used. Results were as follows. First, through the review of literatures and pre-tests, 6 units of measurement were identified. They were product type(formal wear, casual wear, sports wear, dress shirts, accessory, inner wear, fabric and the others), brand type(national brand, licensed brand, imported brand, others), appeal type(image, product, others), representation type(photograph, illustration, others), medium type(man, product, others), and color type of advertisement(black & white picture, color picture). Second, for the types of advertisements, formal wear, national brand, image appeal, figure medium, photograph for presentation and color picture are the most frequently shown in men`s fashion advertisements from 1962 to 1998. Third, for product, more accessory advertisements were found than the clothing in the 60s and the 70s, and casual wear advertisements in the 80s and formal wear advertisements in the 90s were dominated. National brand type was dominant through all four period. Product appeal type in the 60s and the 70s and image appeal type in the 80s and the 90s were prevailed. For medium, product type in the 60s and the 70s and figure type in the 80s and the 90s were dominated. Black & white picture in the 60s and the 70s and color picture in the 80s and the 90s were prevailed. Lastly, photograph was the most frequently used for presentation type through all periods.
권혜숙 ( Hae Sook Kwon ) 한국패션비즈니스학회 2011 패션 비즈니스 Vol.15 No.1
The purpose of this research is to study the types of name spectrum and their characteristics of domestic men`s wear brands focusing on formal and casual wear and also examine the differences based on the type of brands` product and brand style. Total 184 of men`s wear brands, which were consisted of 66 formal wear brands and 84 casual wear brands, were selected from ``2009 Korea Fashion Yearbook``. For data analysis, quantitatively evaluated the frequency and qualitatively evaluated the image of brand product and the meaning of brand name. The result as follows; 1. The domestic fashion brands for men`s wear appeared to have four types of name spectrum. The descriptive name was the most frequently showed, and followed by arbitrary, suggestive, and coined name. For formal wear brands, four types of name spectrum were appeared in the order of descriptive, suggestive, coined, and arbitrary name. In casual wear brands, three types of name spectrum were appeared in the order of descriptive, arbitrary, and suggestive name. 2. The characteristics of men`s brand name according to their name spectrum was as follows.; In the descriptive brand names, person`s name was used the most and some ascribed the characteristics, feature or geographic location of the product. The suggestive brand names contained images and symbols of the product and also implied the relevant benefit information in a particular product context. In the arbitrary brand name, they imply the various meanings according to the product and are made up of either coined or natural. For the coined name, some bear the ideology or symbolized the characteristics of product itself. 3. The descriptive name spectrum showed the most in domestic menswear brands, regardless of the brand type. Except this, there were differences in the type and the frequency of name spectrum depending on the brand type.