남녀 대학생의 유행선도력에 따른 액세서리에 대한 인식과 구매행동

이영주 한국지역사회생활과학회 2019 한국지역사회생활과학회지 Vol.30 No.2

This study examined the rapidly-changing diverse needs of college students to provide basic data to reflect these needs to accessories production and marketing with a goal of promoting college students’ purchase of accessories. For this, a questionnaire survey was conducted among college students in Busan in May 2018, and a total of 237 copies (men: 118, women: 119) were used for the final analysis. The results found the following. First, fashion leadership was divided into fashion opinion leadership, fashion innovation, and fashion information search. The perception of accessories was classified into interest in accessories and use of accessories. Second, depending on the fashion leadership, the following types were observed: Not fashion conscious; fashion dual leader who plays two roles (fashion innovator, fashion opinion leader); and fashion follower who stays in the middle among fashion opinion leadership, fashion innovation and fashion information search. Third, the perception of accessories revealed a significant difference by fashion leadership. In other words, fashion leadership has an influence even on the perception of accessories. Fourth, depending on the fashion leadership, a significant difference was observed in the following: Place of purchase, purchase frequency, frequency of accessorizing, most frequently purchased accessories, most frequently worn accessories, the most important factor in purchasing accessories, preferred earring type, and length of necklace. Fashion leadership had an effect on the accessory purchase behavior. Therefore, consumer segmentation by fashion leadership will be needed to develop an efficient accessory marketing strategy.

ANTECEDENTS AND CONSEQUENCES OF FASHION OPINION LEADERSHIP IN INSTAGRAM

Luis V. Casaló,Carlos Flavián,Sergio Ibáñez 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

In the fashion industry, online opinion leaders (e.g. fashion blogs) that may be a source of advice for other consumers have emerged since the beginning of the century. Nowadays, among the several social networking sites (SNS) available, Instagram is also experiencing a steady increase in the amount of active users related to the fashion industry. Taking into account the relevant role of social influencers in the fashion industry (Wiedman et al., 2010) and the increasing use of Instagram by influencers and their followers, this study is thus designed to identify some of the antecedents and consequences of opinion leadership in a fashion Instagram account. First, we consider the perceived characteristics of the account (originality [H1a], uniqueness [H1b], quality [H1c] and quantity [H1d] of the contents posted) as the main antecedent factors of opinion leadership. Second, since opinion leaders are thought to have a great understanding of a specific product category (Thakur et al., 2007), we propose that opinion leadership may influence consumer behavioral intentions (Park, 2013). Specifically, opinion leadership will influence the intention to interact with the Instagram account (H2a), the intention to recommend it (H2b) and the intention to follow the advices obtained there (H2c). Finally, online interaction propensity will reinforce the influence of opinion leadership on interaction (H3a) and recommendation intentions (H3b), and the influence of opinion leadership on the intention to follow the advice will be reinforced when the contents of the account match the consumer personality and interests (i.e. personal fit) (H3c). Data to test these hypotheses was collected from an Instagram account focused on fashion in which a potential influencer posts pictures related to new trends in the fashion industry and that could be imitated by the followers of the account. Specifically, this account has more than 62.000 followers, who were invited to participate in the research. Finally, 808 participants answered a questionnaire including measurement scales adapted from previous literature, using seven-point Likert-type response formats, which respondents rated from 1 (“strongly disagree”) to 7 (“strongly agree”). Partial Least Square was used as the estimation procedure. First, we analysed data to check validity of measures in order to confirm the factor structure, guarantee its internal consistency, and check both convergent and discriminant validity. After that, results of the proposed model reveal that opinion leadership is positively affected by perceived originality (β=.380, p<.01) and uniqueness (β=.298, p<.01), supporting H1a and H1b. However the influence of both perceived quality and quantity is non-significant. In turn, opinion leadership has a significant influence on the intention to continue interacting in the account (β=.558, p<.01), the intention to recommend the account online (β=.482, p<.01), and the consumer intention to follow the advice received in the Instagram account (β=.232, p<.01). As a result H2a, H2b and H2c are supported. Finally, while the interaction effects of online interaction propensity and opinion leadership are not significant, the interaction effect of perceived fit with personal interests and opinion leadership on the consumer intention to follow the advice received in the Instagram account (β=.078, p<.01) is significant. Therefore, H3c is supported. In sum, this study confirms that opinion leadership in the Instagram context may influence consumers and finds that originality and uniqueness are the key variables to develop this leadership and become influential, which suggests several implications for management.

남자대학생의 유행 선도력에 따른 향수 태도 연구

김경화(Kyoung Hwa Kim),김덕하(Deuk Ha Kim) 한국디자인문화학회 2013 한국디자인문화학회지 Vol.19 No.3

본 연구는 남자 대학생의 유행 선도력에 따른 향수태도 차이를 파악하고자 남자 대학생 334명을 대상으로 설문지를 이용하여 자료를 수집하였다. 유행 선도력 정도에 따라 연구 대상을 유행 선도자, 유행 추종자, 유행 지체자의 세 그룹으로 분류하였다. 분류된 집단에 따른 인구 통계적인 특성을 파악하기 위해 교차분석이 사용되었다. 향수에 대한 구매 행동을 분류하며, 국산 향수와 외제 향수에 대한 평가를 밝히고, 향수에 대한 다양한 태도를 분석하였다. 본 연구의 자료 분석은 SPSS 21.0 통계 프로그램을 이용하였으며, 빈도 분석, 기술 통계량 분석, 교차분석, ANOVA 분석, x2-검증, Duncan 검증을 실시하였다. 연구의 결과는 다음과 같다. 학년이 높을수록, 가정의 월수입이 많을수록, 특히 자신의 월 용돈 액수가 높을수록 유행 선도력이 높았다. 유행 선도력에 따른 향수 사용량에 있어서 유행 선 도력이 높을수록 하루에도 여러 차례 향수를 뿌리는 비율과 매일 사용하는 비율이 많았다. 유행 선도력에 따른 향수 구매량에서는 유행 선도집단의 경우 최근 외제 향수 구매량이 타 집단에 비해 유의하게 많았으며, 선물량에 있어서도 동일한 결과를 보여주었다. 뿐만 아니라, 소장하고 있는 향수의총 개수에 있어서 유행 선도자 집단은 유행 지체자 집단에 비해 많은 향수를 보유하고 있었다. 유행 선도력에 따른 향수 선택 기준별 중요도를 분석한 결과 모든 집단에서 향기를 가장 중요한 기준변인으로 이용하였다. 유행 선도력의 정도에 따른 국산 향수의 평가에 있어서는 집단별 차이가 거의 나타나지 않았다. 반면, 유행 선도력에 따른 외제 향수의 평가에서는 유의한 차이가 있었다. 유행 선도자 집단은 외제 향수에서 평가 값이 가장 높았다. 향수의 용기 및 상표의 이미지만족도에 있어서도 유행 선도력이 높을수록 만족도가 높았다. 판촉 활동에 있어서는 유행 선도자 그룹에서 광고와 홍보가 향수의 이미지와 일치한다고 하였으며, 향수의 가치 평가에 있어서도 유행 선도자 그룹이 다른 그룹보다 외제 향수의 소장가치가 높다고 응답하였다. 유행 선도력이 높을수록 향수로 취향을 표현하는 정도에 더 긍정적 평가를 내렸고, 기분 전환에 대해서도 마찬가지로 평가되었다. 유행 선도력에 따른 향수에 대한 다양한 태도를 분석한 결과, 유행 선도력과 정적인 상관성이 발견되었다. 유행 선도력이 높을수록 향수로 인해 즐거움을 얻고, 자신감을 얻으며, 만족감을 느끼고, 기분전환이 되며, 자신감이 상승하고, 분위기 전환에 도움이 되며, 감각을 자랑하고, 남성미를 표현하는 내적 쾌락 추구성향이 높게 나타났다. 유행 선도자 집단은 향수에 대한 태도가 더 긍정적이었다. 유행 선도력이 높을수록 자신과 향수의 어울림을 더 많이 고려하였으며, 신제품에 대한 관심이 높고, 향수의 유행에 흥미가 더 많으며, 정보 탐색에 노력을 더 기울이고, 제품의 평가에 더 많은 자신감을 가지고 있었다. This study aims to find the attitude toward perfume by fashion leadership in male university student. To achieve this goal of the research, a survey was conducted to male university student. 334 surveys were used in the final analysis. The subject were classified three group by the degree of fashion leadership. Group 1 as fashion leaders, group 2 as fashion followers and group 3 as fashion laggard. Cross tabulations was done to find the demographic characteristics of each group. And, the survey was to find the difference between each group`s perfume purchase behavior, attitude toward perfume and difference in the evaluation of the domestic and imported perfume products. This study analyzed the data using SPSS 21.0 statistical program. It was the frequency analysis, Percent, Cross-tabs, ANOVA,  -test and duncan test were performed. The result of this study can be summarized as follows. The result show that grade, monthly gross income and monthly allowance has similar differences to the degree of fashion leadership. Also, there was a distinct difference between the three groups by fashion leadership. In case of fashion leaders, the frequency of perfume usage were higher than other groups. This result have the same force in the purchasing quantity. And, fashion leaders have got a large amount of perfume products. In perfume purchase, most important factors was fragrances. Most important factors are the same in all groups. There were no significant difference on consumers` evaluation of domestic perfume products between the groups on fashion leadership. On the other hand, imported perfume products were significant differences according to the fashion leadership. The result from the differences between the group regarding the participant`s fashion leadership showed highest scores in fashion leaders group. The group who high scored in imported perfume products was fashion leaders group. Fashion leaders group were satisfied with the fragrance, bottle, trademark image, promotion activity, possession value, preference and refresh oneself. As a result of examining the difference of variables in perfume attitude among groups according to fashion leadership, it found that there were positive differences among the variables. These segmented groups were significantly different with regard to the pursuit of pleasure, brand directional characteristics, the pursuit of attraction, in harmony with image and the interest. The higher fashion leadership, the much positive consumers` attitude of the perfume products. It showed that as for the seven variables, fashion leaders group has more perfume interest than other groups, and that fashion laggard group has the lowest perfume interest.

유행선도력에 따른 색조화장품 구매 및 사용에 관한 연구

김경화(Kyoung Hwa Kim),김덕하(Deuk Ha Kim) 한국디자인문화학회 2010 한국디자인문화학회지 Vol.16 No.4

최근 실버 여성들은 사회생활로부터 그들의 위치와 사회에 주는 영향력을 지각하고 있다. 또한 이전과 달리 실버 계층의 증가와 함께 소비자들의 색조 화장도 활발해졌다. 이에, 색조 화장품 시장은 실버 그룹의 취향과 개성을 점점 더 반영하여야 한다. 본 연구에서는 실버 세대의 여성에 있어 유행 선도력에 따른 메이크업 실태를 파악하고 태도를 분석 연구하여 실버 여성의 요구를 파악하고자 하였다. 실버여성 소비자의 유행 선도력에 따라 가치 변화가 있다고 생각하며, 색조 화장 제품 구매와 사용량 및 태도를 유행 선도력에 따라 분석하였다. 연구 대상은 한국에 거주하는 55∼84세의 여성 220명이다. 데이터는 220명 여성에게 설문지를 이용하여 수집하였으며, SPSS 17.0 버전이 분석에 사용되었다. 분석에 사용된 통계 방법은 빈도, 백분율, 교차 분석, 카이 검증, 분산 분석이다. 연구대상을 유행 선도력에 따라 세분한 결과, 패션선도자, 패션 추종자, 패션 지체자로 분류되었다. 인구통계 특성에 따른 유행 선도력을 살펴 본 결과, 유행 선도력에 따라 나이, 월수입, 월 의복비와 월 화장품 사용비용에 영향을 주었다. 월 평균 용돈은 10∼50만원 미만으로 사용하는 경우가 많았다. 그리고 유행 선도력에 따른 그룹은 색조 화장품에 있어서의 구매 태도와 사용량, 흥미 등에서 유의한 차이를 나타내었다. 일반적으로 유행 선도자들은 색조 화장품에 많은 관심을 가지고 있는 것으로 조사되었다. 이 그룹은 다른 그룹에 비해 색조화장 제품 구매 빈도가 높았으며, 사용량이 많았다. 그리고 색조 화장품 구매과정에서도 주로 자신의 의견에 따라 구매하는 것으로 나타났다. 색조 화장품에 대한 가치 효과는 유행 선도력에 따라 유의한 차이가 있었다. 유행 선도자의 경우 가장 중요한 메이크업 제품의 가치는 품질이었으나, 패션 지체자는 가격을 가장 중요시 하는 것으로 나타났다. 메이크업 제품의 사용량, 구매 특성 등도 유행 선도자, 유행 추종자, 유행 지체자 간에 유의한 차이가 있었다. 유행 선도자 집단의 경우 6가지 이상을 사용한다고 응답한 비율이 많은 반면, 유행 추종자 집단에서는 2가지 제품, 유행 지체자 집단에서는 1가지 제품을 사용하고 있는 비율이 많이 나타났다. 구매에서도 차이가 나타났는데, 유행 선도자 그룹이 계절별 1회 구입하는 경우가 많은 반면, 유행 추종자와 유행 지체자 그룹에서는 년 1회 구매하는 비율이 많았다. 또한 수입 색조 화장품 사용에 있어서도 유행 선도자 집단은 다른 집단보다 사용하는 비율이 유의하게 높은 것으로 나타났다. 실버 여성들은 대부분 젊어 보이는 이미지를 가장 선호했으며, 다음으로 편안한 이미지 순으로 나타났다. 선호하는 색조화장 이미지로는 젊어 보이는 이미지, 편안한 이미지, 품위있는 이미지였다. 색조 화장을 하는 목적으로는 유행 선도자 그룹과 유행 추종자 그룹은 자기만족을 주된 이유로 선정하였다. 반면 유행 추종자 그룹에서는 타인에 대한 예의를 주된 이유로 선택하여 견해의 차이를 보였다. 오늘날 실버 여성들은 기존의 라이프스타일과는 다른 양상을 보이며, 사회적인 지위가 점차 향상되고 있음에 따라 외모에 관심이 증대되고 보다 적극적으로 외모향상을 위해 투자하는 실버 여성이 증가하였다. 그러므로 실버 여성을 위한 미용 산업에 대한 요구를 보다 구체적으로 파악하고 세분화하며, 실버 여성에서 요구되어지는 차별화된 미용 제품을 개발하는 등 제품전략과 더불어 유효한 마케팅 전략을 수립함으로써 수익 증대 효과를 도모할 수 있을 것으로 기대된다. Recently, silver women perceive their positions and feel impacts influencing themselves and others from social life. Unlike before, through clothing, they increase their desires more and more to express themselves. The market reflecting their tastes and individuality are getting greater. Silver women is increasing in number, so make-up cosmetics usage was growing rapidly, too. Therefore, we have to notice consumers who purchase make-up products in silver women. The purpose of this study was to understand demands of behaviors about appearance management in silver women`s make-up. In this study intends to find out the make-up attitude according to fashion leadership in silver generation. So, in this study, considering that there have been some changes in consumer`s values, make-up products purchase and usage, responding to the fashion leadership of silver women customers which attract all their attentions, were analyzed. The subjects were 222 women of 55∼84 years old living in Korea. The data were obtained from 220 female using questionnaires and statistically analyzed using by SPSS 17.0 version. Major statistical methods are Frequency, Percent, Cross-tabs, χ2-test and ANOVA. Their is categorize consumers into groups according to fashion leadership. Categorized group are fashion leaders, fashion followers, and fashion laggard. The result of the survey were as follows. The power of fashion leadership was based on demographic characteristics. Fashion leadership had effect on the age, monthly allowance, monthly clothing and cosmetic expense. We found that silver women with an average monthly expense account of 100,000∼499,000won were the most satisfied. Make-up products costs accounted for 20,000∼39,900won of that monthly expense account. And, the group by fashion leadership was classified fashion leaders, fashion follows and fashion laggard. These segmented groups were significantly different with regard to interest, usage and purchasing behavior in make-up cosmetics. Generally, fashion leaders showed the tendencies to interest in make-up cosmetics. They had a higher purchase frequency and usage than other groups. And, purchasing process of make-up products had an influence through fashion leadership. The effect of value on make-up cosmetics was significantly different. The most important make-up cosmetics attribute of fashion leaders group was quality. However, the fashion laggard group was price. The effect of value on make-up cosmetics, make-up cosmetics usage and make-up cosmetics purchasing behavior between fashion leaders group and fashion laggard group were different. The differences of the make-up cosmetics usage and purchase behaviors according to the fashion leadership level were significantly observed. The images that the silver women most pursued were younger face image and in repose face image were second. The favorite make-up images were younger face, in response face image and elegance. The purpose of the make-up were self satisfaction in fashion leaders and fashion followers group. On the other hand, fashion laggard group was etiquette. Like the above results, unlike the olden days, even silver women invests for their outer looks, and as the society is changing the increasing high status silver women are changing the old lifestyle of silver women. Therefore, considering the silver women of today beauty industries must divide new products to smaller needs, develop distinctive beauty care systems and increase profit by developing a whole new marketing system.

유행선도력과 쇼핑관련특성과의 관계 연구 : 쇼핑동기,지속적 정보탐색,충동구매와 관련하여 related Behavior

이영선,김선화 한국의류학회 2001 한국의류학회지 Vol.25 No.1

Fashion is the social process concerned with the spread of a new product 111 its source to consumer. Fashion leadership may be associated the shopping-related behaviors, such as shopping motives, on-going information search, impulse buying behavior. In order to study the relationship between the fashion leadership and the shopping-related characteristics, Three research problems were set up for the study as follows: Research problem 1: To investigate the fashion leadership. Research problem 2: To analyze the relationship between the fashion leadership and the characteristics of shopping-related behavior. Research problem 3: To analyze the relationship between the fashion leadership and other fashionrelated behaviors. After statistical analysis using the SPSSWIN, the following results was found. Fashion leadership approximates the normal distribution curve, and its structure consists of one dimension. Using the factor analysis, the two kinds of shopping motive was confirmed hedonic motive and cognitive motive. Fashion leadership was related to the hedonic shopping motive. Also there were positive associations between the fashion leadership on-going information search behavior, and the impulse buying behavior. And there was significant association between the fashion leadership and expense for clothes and spending time for shopping.

대학생의 유행선도력에 따른 타투인식과 타투행동

이영주 한국지역사회생활과학회 2020 한국지역사회생활과학회지 Vol.31 No.2

This study provides the basic data required for actively responding to tattoo customers’ needs by analyzing the tattoo perception and tattooing behavior by fashion leadership among college students in their 20s. For this, a questionnaire survey was conducted among college students in Busan in June and September 2019. A total of 317 questionnaires were used for the analysis, and the following results were obtained. First, fashion leadership was comprised of fashion innovation, fashion opinion leadership, and fashion information search, while the perception of tattoos consisted of interest, personality, safety, and image. Depending on the fashion leadership, the subjects were classified as a fashion-dual leader, fashion follower, and fashion laggard. In contrast, the interest in tattoos, focus on tattoo images, and non-interest in tattoos were obtained depending on the perception of tattoos. Second, the perception of tattoos revealed differences depending on fashion leadership. Interest in tattoos was highest among fashion-dual leaders with positive thinking. In contrast, it was lowest among fashion-late adopters. In other words, interest in tattoos was mostly high among trendsetting college students. In terms of personality, fashion dual leaders and followers believe that having a tattoo makes them look different, stylish, and conspicuous. Concerning tattoo images, fashion followers concluded that tattoos influence a person’s image while fashion-late adopters did not agree with this perception.

실버 여성의 유행선도력과 기초화장품 태도 연구

김경화(Kyoung Hwa Kim),김덕하(Deuk Ha Kim) 한국디자인문화학회 2009 한국디자인문화학회지 Vol.15 No.3

본 연구는 노년 여성 소비자들의 유행 선도력에 따른 기초 화장품 관심도 및 구매행동과 사용에 대한 태도를 조사해 유행 선도력에 따른 소비자 군의 특성을 밝혀 관련 화장품 업체의 소비자 세분 기초자료를 제시하기 위한 목적으로 55세부터 84세 여성 220명을 대상으로 설문조사 하였다. 연구문제의 분석에는 SPSS 통계 Package가 사용되었으며, 자료 분석 방법으로 빈도(Frequency), 백분율(Percent), 교차분석(Cross-tabs), 카이분석(Χ2-test)을 실시하였다. 본 연구의 결과는 다음과 같다. 유행 선도력 정도에 따라 유행선도자, 유행추종자, 유행지체자로 그룹을 분류하고 각 집단별 기초 화장품에 대한 구매 및 사용 특성을 비교하였다. 연령이 낮을수록, 용돈의 액수가 많을수록 유행 선도력이 선도력이 높았으며, 유행 선도력이 높을수록 의복의 지출비와 화장품 지출비 등 외모 관리 관련 지출 비용이 높게 나타났다. 유행 선도자 집단이 다른 집단에 비해 기초 화장품과 스킨케어에 대한 관심 및 구매 빈도가 높고, 평상시 화장량 및 사용하는 기초 화장품 종류가 많은 것으로 조사되었다. 기초 화장품 구매 전 사전 의사 결정에 있어서도 유행 선도력이 높을수록 구매할 브랜드를 미리 정하는 편으로 나타났다. 구매 빈도에 있어서는 유행 선도자 집단이 다른 집단에 비해 구매 빈도 또한 많았다. 전체적으로 구매시 기초 화장품의 품질이 가장 큰 구매 결정 변수로 사용되었지만, 유행 선도력에 따른 그룹간 비교에서는 유행 지체자 집단에서 품질보다 가격을 더 중요시 하는 것으로 조사되었다. 사용하는 기초 화장품의 종류에 있어서도 유행 선도력에 따라 그룹간 차이를 나타내었다. 유행 선도자 집단이 3가지 이상의 기초화장품을 사용하는데 비해 유행 지체자 집단에서는 1가지의 기초화장품을 사용하였다. 실버 여성 전체 그룹에서 외제 사용 비율이 높은 편은 아니지만, 유행 선도력의 정도와는 정적인 상관을 나타내었다. The purpose of this study were to compare the characteristics among three segments of the population which were divided according to their fashion leadership. The fashion leadership group were composed 3 groups: fashion leaders, fashion followers, and fashion laggard. The subjects were 220 women of 55~84 years old living in Korea. The data were obtained from 220 female using questionnaire. SPSS was a computer program used for statistical analysis. For analysis of questionnaires, Frequency, Percent, Cross-tabs, Χ2-test and ANOVA were performed. The following conclusions were derived from the data analysis. The power of fashion leadership was based on demographic characteristics. Fashion leadership had effect on the age, monthly allowance, monthly clothing and cosmetic expense. And, the group by fashion leadership was classified fashion leaders, fashion follows and fashion laggard. These segmented groups were significantly different with regard to interest, usage and purchasing behavior in basic cosmetics. Generally, fashion leaders showed the tendencies to interest in basic cosmetics. They had a higher purchase frequency and usage than other groups. The effect of value on basic cosmetics was significantly different. The most important basic cosmetics attribute of fashion leaders group was quality. However, the fashion laggard group was price. The effect of value on basic cosmetics, basic cosmetics usage and basic cosmetics purchasing behavior between fashion leaders group and fashion laggard group were different. In addition, the fashion leaders perceived themselves as information sources about basic cosmetics. These internal characteristics were supposed to spend large sums of money on their buying. But, the fashion laggard showed quite different tendencies. The differences of the basic cosmetics usage and purchase behaviors according to the fashion leadership level were significantly observed. They had a higher more domestic cosmetics usage than imported cosmetics in all groups. But, the percent of imported cosmetics usage had relation with fashion leadership score.

Identifying tween fashion consumers’ profile concerning fashion innovativeness, opinion leadership, internet use for apparel shopping, interest in online co‑design involvement, and brand commitment

Renee Baker,Ui‑Jeen Yu,Hae Jin Gam,Jennifer Banning 한국의류학회 2019 Fashion and Textiles Vol.6 No.1

This study identifies tween fashion consumers’ profiles in relation to fashion change agent (FCA) characteristics, such as fashion innovativeness and opinion leadership, and examines how the tweens’ FCA characteristics influence their Internet innovativeness, interest in online co-design involvement, and brand commitment. A survey was conducted with tween-aged girls in the Midwest region of the U.S., who were recruited through the snow ball sampling method. A total of 53 responses were acceptable for data analysis including cluster analysis, MANOVA, and multiple regression analyses. Results show the tween consumers were divided into two fashion consumer groups— fashion leaders and fashion followers—significantly different in fashion innovativeness and opinion leadership. This study also found positive effects of tweens’ FCA characteristics on Internet innovativeness, interest in online co-design involvement, and brand commitment. As FCAs with higher fashion innovativeness and opinion leadership influence the adoption and purchase behavior of other tween fashion consumers, marketers and retailers need to develop more fashion innovative, Internet-mediated, interactive, and brand-oriented marketing efforts. While the tween consumers in the children’s wear market has been featured, the prevailing literature on tween consumers’ fashion adoption and consumption is limited, particularly with regards to their FCA characteristics. This study highlights the important role of tween fashion consumers’ FCA characteristics in their online shopping orientation and brand commitment.

CONSUMER DESIRE FOR FAST FASHION: AN ILLUSTRATION FROM U.S. COLLEGE STUDENTS

Nayeon Yoo,Hye-Young Kim 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Introduction What is fast fashion? Does this term just define all the latest or the most popular or the most famous clothes? In reality, this social phenomenon goes beyond the conventional notion of industrialized fashion and carries more importance than is implied by this view. Fast fashion, defined as “the retail strategy of adapting merchandise assortments to current and emerging trends as quickly and effectively as possible” (Sull & Turconi, 2008, p. 5), has received a great amount of attention from fashion marketers and consumers since its inception during the 21st century (Tokatli, 2008; Jang et al., 2012). The purpose of this study was to deepen our understanding of fast fashion consumers. Based on the review of related literature, the key variables related to fast fashion consumers were categorized into three dimensions: consumer characteristics (i.e., fashion leadership, price consciousness), consumer awareness (i.e., awareness of sustainable practices of fast fashion retailers, perception of fashion democratization), and attitude toward fast fashion retailers. The three dimensions were examined in a sequential manner to assess the power of each set of antecedents in explaining college students’ repatronage intention of fast fashion retailers. Related Literature While fast fashion retailers have experienced a huge financial success mainly due to their affordable and accessible fashion products, they have also been harshly criticized by some members of the public because of their lack of corporate social responsibility. Indeed, fast fashion retailers’ low cost and efficient supply chain management systems have had negative effects on the environment, society, and people (Barnes & Lea-Greenwood, 2006; Bruce & Daly, 2006; Ro & Kim, 2009). The U.S. Environmental Protection Agency (EPA) announced that about 14.3 million tons of textiles were generated in 2012, making up 5.2 percent of total municipal solid waste. Such massive textile waste has been attributed to fast fashion retailers because the cheap and trendy items they produce encourage consumers to make frequent purchases and to frequently dispose of unwanted clothing. Furthermore, several fast fashion retailers (e.g. Gap and Forever 21) have been criticized for the use of child labor and the sweatshop-like conditions of their factories (Ramishvili, 2012). Moreover, some fast fashion retailers have been involved in intellectual property lawsuits because they replicated the runway designs of prominent designers to produce knock-off products (Pous, 2013). In response, a few fashion experts claim that fast fashion retailers destroy fashion because the styles produced lack of aesthetic expression and creativity (Choufan, 2013). However, these issues are not solely a problem associated with fast fashion retailers. In fact, the entire fashion industry is responsible for adverse environmental and societal consequences to some extent. Traditional fashion retailers (e.g. Diesel, Levi’s, Dolce & Gabbana, Chanel, Herm?s) also generate huge amounts of textile waste along with hazardous waste that results from the chemical materials used in production processes. Their products are also manufactured in developing countries to keep production costs low. They also may not pay attention to the labor environment. Therefore, traditional fashion retailers along with fast fashion retailers have responsibilities related to sustainability issues (Casey, 2014; Greenpeace, 2013). Nevertheless, fast fashion retailers have received the majority of the public’s criticism regarding these issues. Contrary to a popular belief, fast fashion retailers have taken some steps to apply the concept of sustainability into their business practices. For example, H&M collects unwanted garments for recycling, uses recycled or reused materials for producing new garments and uses organic cottons (Lanyon, 2013). Other fast fashion retailers like Zara, Topshop and Uniqlo as well as H&M also have launched eco-friendly collections (MacDonald, 2012). Moreover, H&M, Zara, Mango and Uniqlo have committed to eliminate the release of toxic chemicals by 2020 in response to Greenpeace’s Detox campaign and to public pressure (Greenpeace, 2012). Furthermore, fast fashion retailers are also paying attention to labor issues. For instance, after more than 1,100 people died from the Rana Plaza building collapse on April 24th in 2013 (Chua, 2013), major fast fashion retailers signed the Accord on Fire and Building Safety in Bangladesh. This accord indicates these retailers agree to be responsible for the working environment for employees in apparel factories in Bangladesh. Although their ultimate goal might be to increase their sales by recovering their brand images damaged by unfavorable media coverage, it is clear that movement toward sustainable practices will minimize the negative impact of their business practices on the environment and society and encourage other retailers to incorporate sustainable practices. In spite of the harsh criticism directed at fast fashion retailers, consumers still like wearing fast fashion products considering that fast fashion retailers have continuously expanded their businesses worldwide and have been successful. Prior researchers interested in fast fashion retailers have focused on supply chain management issues (Barnes & Lea-Greenwood, 2006; Mihm, 2010), the value of fast fashion (Cachon & Swinney, 2011), and indentifying business strategies of a particular fast fashion retailer (Ferdows, Lewis, & Machuca, 2005; Ghemawat, Nueno, & Dailey, 2003; Tokatli, 2008). However, few researchers have theoretically explained why consumers still like fast fashion products and visit fast fashion retailers. With that in mind, the present study identified various factors that positively influence consumer attitude and their patronage intention toward fast fashion retailers. Furthermore, although fast fashion retailers have positive motivations toward consumers (e.g. provide inexpensive fashionable items,participate in sustainable practices), consumer research has highlighted their negative effects on the environment and society (e.g., Morgan & Birtwistle, 2009). Methods An online self-administered survey methodology was employed with a purposive sample of U.S. college students who had shopped at fast fashion retailers. A total of 154 usable responses were used for data analysis. The click through rate was 79.79%. Exploratory factor analysis and hierarchical regression were used to examine the interrelationships among the three dimensions of antecedents (consumer characteristics, consumer awareness, consumer attitude) and repatronage intention. The measurement items employed were developed based on previous literature. All items were reviewed and modified to fit the context of this research: consumer attitude and patronage intention toward fast fashion retailers (Madden, Ellen, & Ajzen, 1992); perception of fashion democratization (PFD) (Dubois, Czellar, & Laurent, 2005); fashion opinion leadership (Flynn et al., 1996; Goldsmith & Hofacker, 1991); and price consciousness (Lichtenstein et al., 1993). The items for measuring awareness of sustainable practices of fast fashion retailers (ASP) were created based on news articles presenting sustainable practices fast fashion retailers actually engaged in. Participant Characteristics Among the participants, 48.1% were majoring in a fashion related area (e.g. fashion design, retail merchandising). The majority of the participants were female (85.1%). Most participants (92.2%) were between 18 and 25 years old. With respect to ethnicity, 63.0% were Caucasian. Approximately half of the participants (52.6%) reported that they earned less than $10,000 annually. Also, 26.0% of the participants shopped at fast fashion retailers once a month. Results A weighted least squares (WLS) hierarchical regression analysis was used for data analysis. Fast fashion shopping frequency was used as a weight variable as it is related to the variability in the dependent variable. The results revealed that: (a) fashion leadership positively influenced repatonage intention (Model 1); (b) after controlling consumer characteristics, PFD played a significant role in increasing variance explained in repatonage intention (Model 2) and (c) after controlling consumer characteristics and awareness, consumer attitude was found to be a significant predictor, partially mediating the linkages from fashion leadership and PFD to repatronage intention (Model 3). Implications and Conclusion Our findings suggest that fashion leadership plays an important role in the fast fashion market because it initiates the acceptance of new trends and leads to diffusion of new fashion. Prior research suggests that fashion leaders (versus followers) are willing to take risks in trying new items offered by fast fashion retailers, are interested in fashion information, tend to retain fashion items for socializing for a short period of time and need various and unique fashion items (Goldsmith, Freiden & Kilsheimer, 1993; Kang & Park-Poaps, 2010). Given that fast fashion retailers promote frequent purchases and decrease the financial burden by offering new products on a weekly basis and charging low prices, our finding is consistent with fashion leaders’ characteristics prior research identified. Another important finding is that the role of PDF in defining fast fashion consumers. Fast fashion products look similar to high-end products, but are comparatively inexpensive because the fast fashion retailers apply or copy high-end designs into their products and use cheap materials (Niinim?ki, 2009; Reinach, 2005). Also, fast fashion retailers open tremendous stores across the world, which make fashion more accessible to consumers globally. As a result, fast fashion retailers accelerate the fashion democratization and it means that both concepts of fast fashion and fashion democratization are highly related. As Wang (2010) stated, “fast fashion’s soul is to make fashion democratized with its low price and speed” (p.10). Further research is needed to extend and corroborate the findings of this study.

보문 : 패션 소셜네트워크(SNS) 사용의도 및 구전의도에 관한 연구-의복쇼핑성향, 혁신제품태도와 유행선도력의 영향을 중심으로-

박지영 ( Ji Young Park ),정성지 ( Sung Jee Chung ),전양진 ( Yang Jin Jeon ) 한국의류학회 2012 한국의류학회지 Vol.36 No.1

This study locates factors that affect the intention to use fashion SNS (social network service) and intention for word-of-mouth on fashion SNS. Independent variables were fashion shopping orientation, attitude toward innovative products, fashion leadership, and demographics. A questionnaire method was used to collect data on college students while factor analyses, multiple regression, χ2 analyses, and Pearson correlation coefficients were applied in analyzing data. Factor analyses resulted in four factors for fashion shopping orientation, three on attitude toward innovative products and two on fashion leadership. Multiple regression analyses showed that information compatibility of attitude toward innovative products had a significant impact on two models of intention to use fashion SNS and two models of intention for word-of-mouth on fashion SNS. Opinion leadership and gender were significant factors for two models of intention to use fashion SNS, which means that women are likely to have more intention to use fashion SNS. Meanwhile, fashion innovativeness was found to be a significant factor on two models of intention for word-of-mouth on fashion SNS. Shopping orientation factors were not important for any model. χ2 analyses showed that women rather than men wanted more information on online fashion shows, general fashion information, and user participation programs. Fashion major students wanted more information on online fashion shows and user participation programs than non-fashion major students.