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- 검색키워드
- 저자 : Jane E. Workman (검색결과 6 건)
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Factors Affecting Korean Consumers’ Brand Consciousness to Global Luxury Brands
이승희,Jane E. WORKMAN 한국학중앙연구원 한국학중앙연구원 2014 Korea Journal Vol.54 No.2
In today’s marketplace, the luxury market is a significant business sector accessible toglobal consumers. The increase of luxury brand purchasing has been motivated bysocial and business factors. Luxury fashion brands signal social status and prestige. Asbrand names gradually become a part of public language, brand consciousness playsan important role in consumers’ lives, especially for consumers in East Asian cultures,who perceive social status and prestige as important values. Consumers in a collectivistculture such as that of Korea tend to have a higher public self-consciousness than consumersin an individualist culture such as in the United States. It is important tounderstand Korean consumers’ personal values (e.g., collectivism, public self-consciousness)and their effect on brand consciousness with regard to global luxury brands. Thepurpose of this study is to examine determinants of Korean consumers’ brand consciousnesswith regard to global luxury brands. For this study, 238 undergraduate studentswere recruited from universities in Seoul, South Korea. Results show significantrelationships between personal values (collectivism, public self-consciousness), demographics(age, gender), and brand consciousness, indicating that young Korean consumers’personal values and demographic characteristics operate as determinants ofbrand consciousness of luxury fashion brands. This study may improve our understandingof Korean consumers’ luxury consumption from a cultural perspective.
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Siwon Cho,Jane E. Workman 한국의류학회 2015 Fashion and Textiles Vol.2 No.1
Information overload compels consumers to make decisions about how to distribute their limited attention across a variety of information sources. Today’s consumers use only one or two information sources from infinite digital choice and search engines available. Thus, it is not a case of more information, but more of the right information that needs to be communicated between consumers and marketers. The purpose of this study was to examine the influences of fashion leadership and style of information processing (SOP) on consumers’ frequency of use of information sources for apparel shopping. A survey was conducted using a non-probability sample of 351 US college students. The hypotheses were tested by MANOVA and ANOVA. Results showed that fashion leaders (vs. fashion followers) tended to be greater visualizers who preferred to engage in visual modality of information processing (SOP-visual) for apparel shopping. Fashion leaders (vs. fashion followers) and high visualizers (vs. low visualizers) were more likely to use internal information sources (i.e., experiences and knowledge) as well as impersonal external information sources (e.g., fashion magazines). Results of the study may help apparel marketers in identifying customers’ preference for information sources in order to communicate effectively. In turn, apparel consumers may have greater success in their search for reliable, credible, and accessible information. Implications and future research directions are discussed.
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Siwon Cho,Jane E. WORKMAN 한국마케팅과학회 2015 Journal of Global Fashion Marketing Vol.6 No.2
The purpose of this study was to examine how apparel consumers’ preference forphysical or virtual shopping channels is related to gender and consumers’ dispositionaltraits of need for touch (NFT) and centrality of visual product aesthetics (CVPA). A survey was conducted using a convenience sample of 276 US college students. Datawere analyzed using descriptive statistics, MANOVA and ANOVA. Results of thisstudy indicate that participants with high NFT or CVPA had a greater preference forvirtual channels than participants with low NFT or CVPA. Gender by itself was not animportant influence in preference for shopping channels; however, the results of thisstudy revealed that gender interacted with NFT and CVPA on preference for virtualchannels. Men with high NFT or CVPA showed the highest preference for virtualchannels, while women with high NFT or CVPA did not differ from other groups intheir preference for virtual channels. There were no main effects and no interactionsamong variables on preference for physical channels. This study is the first toinvestigate the interactions of gender with NFT and CVPA in preference for apparelshopping channels.
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Trendsetting and gender matter: Brand loyalty, perceived quality, and word-of-mouth
Lee Seung-Hee,Workman Jane E 한국마케팅과학회 2021 Journal of Global Fashion Marketing Vol.12 No.1
The purpose of this study was to examine differences in time-ofadoption groups (trendsetters, early adopters, late adopters, reluctant adopters) and gender regarding brand loyalty, perceived quality, and word-of-mouth (WOM). Participants were 138 men and 131 women at a US university. A questionnaire consisted of demographic items, and measures of trendsetting, brand loyalty, perceived quality, and WOM. M/ANOVA was used to analyze the data. Fashion trendsetters were more loyal to their favorite brand than early, late, and reluctant adopters. Men were more loyal to their favorite brand than women. Fashion trendsetters rated their favorite brand higher on perceived quality than early, late, and reluctant adopters. Men gave higher ratings to perceived quality of their favorite brand than women. Trendsetters and early adopters were more likely to tell others about their favorite brands than late and reluctant adopters. Men and women were equally likely to tell others about their favorite brands.
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Seung-Hee Lee,Jane E. Workman 한국학술연구원 2023 Korea Observer Vol.54 No.2
This research explores how the need for touch (NFT) and interdependent self-construal are associated with online shopping attitudes (safety, fun, convenience, money-saving, and time-saving). Data were collected from 413 female and 278 male college students in Korea. Regression analyses with factor analysis were used for data analysis. Consumers who want to touch products have less positive attitudes toward online shopping. Consumers with a higher instrumental touch have less positive attitudes toward online shopping. Consumers with higher levels of autotelic touch have less positive attitudes toward online shopping for fun. However, consumers with a high autotelic touch have more positive attitudes toward online shopping for safety, convenience, and money-saving. Consumers who value relationships with others perceive online shopping as unsafe but have positive attitudes toward online shopping for fun, comfort, and cost reduction. There were significant differences between female and male students in online shopping attitudes.
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