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20~30대 남성의 화장품 관여유형에 따른 정보탐색과 구매행동특성
홍혜림,백경진 복식문화학회 2017 服飾文化硏究 Vol.25 No.6
The purpose of this study was to examine the differences of the information searches and purchasing behavior Korean men in their 20s and 30s, focusing on cosmetic involvement. Research methods consisted of qualitative and quantitative approaches. For the qualitative approach, in-depth interviews and participant observations were conducted to investigate male customers' cosmetic characteristics in information searches and purchasing behavior. Then, the study conducted a quantitative study methodology based on the questionnaires from the in-depth interviews, participant observations, and literature review. The study surveyed 340 Korean men in their 20s and 30s. The cosmetic involvement of the target group was classified into the amusing high-involvement group, the rational low-involvement group, and the obligatory high-involvement group. The results from this study indicated that the groups of male customers classified by cosmetic involvement showed statistically significant differences in terms of information searches and purchasing behaviors. Especially, the obligatory high-involvement group generally displayed high-involvement traits likewise the amusing high- involvement, was more similar to the rational low-involvement group regarding cost effectiveness than the obligatory high-involvement group. Moreover, the classifications of men generally had different characteristics of cosmetic purchasing behavior and information searches than women. This study has a distinctive significance compared with other studies in discovering differences of cosmetic purchasing behaviors of Korean men in their 20s and 30s’ cosmetic involvement groups classified using qualitative and quantitative approaches.
홍혜림,김영인 한국의류학회 2022 Fashion and Textiles Vol.9 No.1
This paper investigates whether diferent shades of red clothes increase women’s perceived attractiveness to men and women in digital photographs. We also examined whether there was any variance in perceived attraction according to the color shade of clothes due to personal physical color traits based on Personal Color Analysis System. Participants evaluated a woman’s attractiveness presented in a photograph featuring diferent skin and hair colors and t-shirts in four red shades. The results indicate that the four diferent red shades—low chroma/high value, low chroma/medium value, high chroma/medium value, and low chroma/low value—examined in this study can enhance female attractiveness on a digital photo. Signifcantly, the high chroma and medium value—often considered vivid—red had a greater appeal to males and females in most skin and hair color types. This study is the frst to investigate the perceived attractiveness of Asians wearing red in the context of digital photographs. The fndings give insight to people and marketers with a better understanding perceived attractiveness of red clothing in digital photos. Additionally, this study confrms that the value and chroma of color, which was overlooked in previous research, should be considered as variables in studies of clothing color meanings