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Fashion Consumer Behavior in the Global Marketplace
Rabolt, Nancy J. The Costume Culture Association Department of Clot 2002 Fashion, industry and education Vol.5 No.1
It appears our global society and economy are here to stay, despite current events. Mass communications including The Internet, increased world travel, and more and more consumers developing the ability to afford consumer goods, are all helping to bring world cultures closer together Indeed, the world is rapidly changing and the fashion consumer, is especially affected Despite the increased commonalities of peoples of the world, culture is a concept crucial to the understanding of consumer behavior. Marketers must understand the values, ethics, and customs of societies around the world to be successful in the global marketplace.
Korean and US Female College Students' Clothing Buying Patterns Relative to Personal Self-Concept
Hwang, Choon-Sup,Rabolt, Nancy J.,Ko, Seung-Bong The Korean Home Economics Association 2007 International Journal of Human Ecology Vol.8 No.1
This study compares the buying patterns of American and Korean female college students in relation to their self-concept. It was implemented through self-administered questionnaires which were back translated for validity. Respondents comprised 730 female students majoring in fields related to clothing and textiles: 307 U.S. students were located in the Northeast, West, and Southwest, and 423 Korean students were at four universities in Seoul. Likert scales were used for most measures, with 1 = never or very unimportant, and 5 = always or very important. Personal self-concept was measured on the basis of Won-Shik Jung's Standardized Self-concept the Test and Tennessee Self Concept Scale. Data were analyzed by descriptive statistics and t-tests. Some clear differences between the two countries emerged. Marketers targeting American consumers should pay more attention to practicality and service, and for Koreans, more symbolic meaning of products and store displays, since these are important to them. Self-concept was somewhat related to purchasing behavior, but more study should be done before applying findings to marketing concepts.
한 , 미 여대생의 신체적 자아개념에 따른 의류잡기 광고 태도
황춘섭(Choon Sup Hwang),Nacy J Rabolt 한국복식학회 2001 服飾 Vol.51 No.8
The present study attempted to compare the behavioral patterns and attitudes of American and Korean female students toward apparel ads in magazines in relation to their physical self-concept. The study used a self-administered questionnaire. The sample consisted of 730 female students majoring in the fields related to clothing and textiles: 310 American students at six colleges and universities located in the west, northeast and southwest parts of the U.S., and 412 Korean students at four Seoul-based universities. Likert scales were used for most measures with 1 =never or very unimportant and 5 =always or very important. Physical self-concept was measured on the basis of W. S. Jung`s Standardized Self-concept Test and Tennessee Self-concept Scale. Surveys were back translated for validity. Percentage, t-test, Contingency Tables and Chi-square were used for the analysis of the data. Results are as follows: (1) Korean students read more magazines than U.S. students, however, Vogue was the most popular for both groups, (2) Those with a high sense of physical self-concept read more magazines, for both countries. (3) American students` attitudes toward apparel ads in magazines were similar, regardless of whether their sense of physical self-concept was high or low. For Koreans, those with higher sense of physical self-concept showed greater interest in magazine ads, consulted magazines for fashion trends, found ads more useful, and more often expressed satisfaction with the ads, than the lower self-concept group. (4) Korean students cited a lack of information in ads while American students felt body types of models were unrealistic. Both Koreans and Americans in the higher self-concept group expressed a greater level of dissatisfaction with apparel ads in magazines. (5) Advertisers should attempt to again a deeper understanding of the socio-psychological characteristics of their readership as self-concept appears to be related to several magazine readership attitudes and behaviors. Magazines targeting Americans might consider the importance of coordination and merchandising. Apparel ads targeting Korean should consider the importance of company ads.