This study aims to analyze the variations in online clothing purchasing patterns based on demographic attributes and purchasing behavior. The survey subjects comprised individuals in their 10s to 50s who had prior experience with online shopping. The survey was conducted in Gyungnam from May to June 2022. A total of 397 questionnaires were analyzed using the χ2-test statistical method. The analysis of clothing purchase type based on demographic characteristics revealed differences in terms of gender, marital status, age, monthly income, and occupation. Notably, when analyzed by demographic characteristics and clothing purchase types, monthly online purchase frequency displayed significant differences in marital status, age, and occupation. Similarly, monthly purchase amounts through online platforms exhibited significant variations based on marital status, age, monthly income, and occupation. The online fashion platforms, when examined in relation to demographic characteristics and purchase types, showed significant differences across all variables. Clothing purchases by consumers seeking individuality and differentiation exhibited significant differences in age, occupation, and purchase types. Furthermore, the reasons for choosing online platforms for clothing purchases varied significantly based on age and occupation. These findings indicate diverse purchasing behaviors on online platforms influenced by demographic characteristics. These findings can be valuable for effectively segmenting the online fashion market.

This study was conducted with students who had experience in purchasing nail products asa result of by taking the nail design course of the department of beauty at a junior college. The purpose of this study was to provide useful information to nail companies, including the importance of product elements and effective media promotion, to support the planning and promoting of nail products for beauty major students. Means analysis, one-way ANOVA, and multiple regression analysis were conducted on detailed characteristics related to nail beauty (degree of nail management, degree of contact with nail beauty media) and considerations for the purchase of nail products. The results were as follows: For beauty major students, it was concluded that the greater the interest in nail beauty, such as degree of nail management and degree of contact with nail beauty media, the greater the interest in product quality, purpose, and safety, which are practical product elements considered when purchasing nail products. It was also confirmed that Instagram and YouTube advertising media have a significant effect on promoting nail product brands for beauty major students. As the subjects of this study comprise beauty major students in their early 20s, there is a limit to expanding and applying the conclusions of this study to general nail product consumers. Therefore, in subsequent studies, analysise of a wider range of nail product consumers should be conducted through an expanded sampling method.

We conducted this study to determine the TikTok usage status of Chinese consumers, and the effect of fashion advertisement type preference and TikTok characteristics on fashion product purchase intentions. For this study, we conducted a literature review and survey method. The following conclusions were drawn by collecting data online and performing statistical analysis. Firstly, the period of use was 2–4 years, and 95.1% of people used it for 2–3 hours a day, and 95.1% of the people had a purchasing experience on TikTok. Secondly, the most people were interested in self creating and editing videos in TikTok. With regards to TikTok content, groups aged 30 are significantly more interested in fashion coordination suggestions and influencer’ recommendations than groups aged 20. Thirdly, this study found that the characteristics of TikTok fashion advertisements significantly influenced purchase intention. Among the characteristics of fashion advertisements, this study conclude that the “fashion entertainment” characteristic factor that fashion advertisements are fun and entertaining was the most influential variable on purchase intention, followed by useful information, reliability, and interactivity related to fashion. Fourthly, the types of preferred TikTok fashion advertising had a statistically significant effect on product purchase intention. The influential types of preferred advertising are top view, live advertisement, hashtag challenge, in-feed ads, and sticker ads.

본 연구는 뷰티 인플루언서 마케팅의 중요한 소비계층인 20-30대 여성 소비자를 대상으로 뷰티 인플루언서의 특성이 메이크업행동과 색조화장품 구매의도에 어떠한 영향을 미치는지 규명하고자 하였다. 더불어 뷰티 인플루언서를 활용한 색조화장품 마케팅 및 시장 확대에 도움이 되는 기초정보를 제공하기 위해 수행되었다. 설문지는 서울 및 수도권 지역에 총 563부를 배포하였으며, 최종 531부를 분석 자료로 사용하였다. 연구 결과, 인구통계학적 특성(연령별)에 따른 뷰티 인플루언서 특성의 영향 요인은 신뢰도, 전문도에 따라 차이가 있는 것을 확인하였다. 뷰티 인플루언서 특성의 하위요인별 신뢰도와 전달능력은 모든 메이크업행동에 정(+)의 영향, 전문도는 베이스 메이크업에만 정(+)의 영향, 색조화장품 구매의도에는 신뢰도, 전달능력, 매력도가 정(+)의 영향을 미치는 것으로 나타났으며, 그 중 신뢰도가 가장 큰 정(+) 의 영향을 미치는 것으로 나타났다. 따라서 뷰티 인플루언서 특성을 바탕으로 소비자와 소통·공감하고, 보다 다양한 메이크업 및 색조화장품 관련 정보를 더욱 정직하게 전달함으로써 장기적인 관계 유지를 위해 노력해야 할 것이다.

본 연구는 20대 소비자의 애국심 정도에 따른 일본 브랜드 구매 행동을 규명하고자 한다. 연구방법은 20대 성인 대학생 235명을 대상으로 설문 조사를 통한 연구를 진행하였고, 설문내용은 20대 소비자의 겉옷과 속옷에 대한 기본적인 구매 태도를 질문한 뒤 대표적인 일본 브랜드 U브랜드의 겉옷과 속옷에 대한 구매 태도를 조사하였다. 그리고 애국심과 U브랜드 구매의 상관관계를 알아보기 위하여 애국심에 관한 질문을 하였고 마지막으로는 기본적인 인적사항을 조사하였다. 연구 결과는 첫째, 겉옷과 속옷에 대한 소비자의 구매 태도에 유의한 차가 있었다. 20대 소비자들은 겉옷을 구매할 때에는 디자인을 가장 중요시 여기고 속옷을 구매 할 때에는 기능성을 가장 중요한 요인으로 선택하였다. 둘째, U브랜드의 겉옷과 속옷에 대한 소비자들의 태도가 다른 점이 확인되었다. U브랜드의 겉옷 디자인에 대한 평가는 다소 긍정적이진 않으나 가격에 만족하는 경향을 보였고 U브랜드의 속옷제품의 기능성에 대한 점수는 다소 긍정적인 응답을 얻었다. 셋째, 애국심 평균을 기준으로 고저집단으로 나누어 t-test 분석한 결과, U브랜드의 의류 제품에 대한 태도와 구매 특성에 유의미한 차이를 보였다. 고애국심 소비자가 저애국심 소비자보다 U브랜드 겉옷 제품에 대해 가격과 상품성 등을 부정적으로 생각하였는데, 디자인의 평가에서만 유의한 차이가 없었다. 속옷제품에서는 저애국심 소비자는 고애국심 소비자보다 U브랜드 제품의 가격, 디자인, 기능성 등에 대해 긍정적으로 생각하고 있었다.

The purpose of this study is to offer basic data on cosmetics by investigating college women’s purchasing and use behaviors regarding cosmetics according to their experience with side effects. A questionnaire was administered to 351 college women in the Seoul and Kyoung-in areas. The data were analyzed with SPSS Statistics V22.0 using frequency, χ2-test, and t-test. The results are as follows. First, 72.6% of surveyed women reported experiencing side effects from cosmetics. The largest side effects were acne and boils, and the primary ways of coping with these side effects were discontinuing use and using other products. Second, the group that experienced cosmetics’ side effects used brands that were more expensive and eco-friendly than the group without side effects. Third, the group that experienced side effects continued to use the product more than the group without side effects. The primary reason for continued use was efficacy, and the reasons for discontinued use were efficacy and curiosity. Fourth, the side-effects group proactively identified cosmetics ingredients more than the non-side-effects group. Specifically, they checked the major components, the function, and for any hazardous ingredients. Fifth and finally, 98.3% of survey respondents purchased and used functional cosmetics. The group that had experience with side effects used more functional cosmetics than the group without side effects.

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 highinvolvement, 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.

In this study, we conducted an empirical analysis using structural equation modeling (SEM) by distributing questionnaires to 208 Chinese tourists who constitute the largest proportion of foreign tourists visiting South Korea. The survey was conducted in a face to face (FTF) manner with the aim to contribute to globalization of Korean cuisine through comprehensive analysis of the effects of preference characteristics of Korean wave dramas on the relationship among images, attitudes, and purchase intentions for Korean cuisine. The main actor characteristics among the preference characteristics of Korean wave dramas had a significant effect on the attitudes and purchase intentions for Korean cuisine. However, the thematic characteristics among the preference characteristics of Korean wave dramas did not have a significant effect on the purchase intentions for Korean cuisine; in addition, the production characteristics did not have a significant effect on the attitudes and purchase intentions for Korean cuisine. The eco-friendly and health images of Korean cuisine had a significant effect on the purchase intentions for Korean cuisine, and the attitudes toward Korean cuisine significantly affected the purchase intentions for Korean cuisine. Based on the results of this study, it is considered necessary to continuously publicize Korean cuisine through Korean wave dramas to build positive attitudes toward Korean cuisine through enhanced images of Korean cuisine.

The purpose of this study is to identify the antecedents of repurchase intention toward fast fashion brands. Perceived quality, perceived price, deindividuation, and overly trendy styles, which are product characteristic variables, and fashion innovativeness, which is a consumer characteristic variable, were considered as antecedents. It was hypothesized that product and consumer characteristics influence repurchase intention toward fast fashion brands not only directly, but also indirectly through cognitive dissonance. Data were gathered by surveying university students in Seoul using convenience sampling. Three hundred and fifty-two questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The factor analysis of product characteristics revealed four dimensions: “perceived quality”, “perceived price”, “deindividuation”, and “overly trendy styles”, and the factor analysis of consumer characteristics revealed one dimension. The factor analysis of cognitive dissonance revealed two dimensions, “regrets” and “perceived uncertainty.” The hypothesized path test proved that perceived quality, deindividuation, overly trendy styles, and fashion innovativeness influence repurchase intention directly. Perceived price and deindividuation influence repurchase intention indirectly through the factor of cognitive dissonance, which is the perceived uncertainty, indicating the importance of cognitive dissonance. The results indicate effective marketing strategies should be used to decrease consumers’ cognitive dissonance, and suggestions for future study are provided.

The purpose of this study was to verify the effect of mobile fashion shopping characteristics and perceived interactivity on perceived usefulness, and the effect of perceived usefulness on purchase attitude and purchase intention based on TAM (Technology Acceptance Model). We conducted the survey targeting smartphone users in their 20s~30s living in Seoul and metropolitan area. Among 483 data collected, we used 452 samples except 31 unreliable respondents for the analysis. To analyze the structural equation model, we did factor analysis, reliability analysis, and structural equation model analysis using SPSS 18.0 and AMOS 16.0. The results were as follows: We confirmed 5 mobile fashion shopping characteristics (enjoyment, credibility, instant connectivity, security, and personalization) and 3 perceived interactivity factors (control, responsiveness and two-way communication, and contextual offer) as results of confirmative factor analysis. Mobile fashion shopping characteristics and perceived interactivity had positive effects on perceived usefulness. Mobile fashion shopping characteristics affected perceived interactivity and also had indirect effect on perceived usefulness via perceived interactivity. In other words, mobile fashion shopping characteristics had direct and indirect effect on perceived usefulness. Perceived usefulness influenced purchase attitude and purchase attitude influenced purchase intention. Perceived usefulness had direct effect on purchase intention and the indirect effect through purchase attitude was significant.

This study understood what effect was produced on the purchasing decision making of outdoor wear by a shopping orientation, fashion involvement and demographic characteristics offered practical suggestions as to what effect was produced on the store selection criteria, product selection criteria for purchasing decision making in purchasing outdoor wear. This research was conducted through a questionnaire survey, and 397 males in were collected for analysis. The results were as follows. First, shopping orientation group was classified into hedonic shopping orientation group and utilitarian shopping orientation group. And it was classified into high fashion involvement group and low fashion involvement group according to fashion involvement. Product selection criteria were classified into 2 factors such as intrinsic attributes and extrinsic attributes. And store selection criteria were classified into 4 factors such as store atmosphere, store environment, promotion and salesmen. Second, there was partly significant difference in product selection criteria, and store selection criteria between utilitarian shopping group and hedonic shopping group. Third, there was significant difference in product selection criteria and store selection criteria between high fashion involvement group and low fashion involvement group. Finally, there was significant difference in the and according to age, job, and income among demographic characteristics.

The purpose of this study was to investigate the relationships among recognition, preference, and purchasing characteristics for Changnyeong onions and garlic as well as festival satisfaction among participants at agricultural product festivals in the Changnyeong region. Results showed that festival satisfaction of ‘place of festival’ was highest while ‘convenience facility & event contents’ earned the lowest scores. Most subjects (90.5%) had purchased Changnyeong agricultural and processed products. A major purchasing type was fresh agricultural products (66.7%). The pathways to recognize Changnyeong agricultural products were mostly ‘promotion by related institutions’ (22.0%), ‘family · relatives’ (20.8%), ‘mass media’ (16.6%), and ‘festivals and events’ (16.1%). The most considered factors for purchasing regional products were ‘geographical origin’ and ‘ingredients’. Changnyeong onion showed higher scores for recognition and preference and rate of purchase experience and intention than for garlic. The correlation coefficients of recognition and preference for onion and galic were 0.603 (p<0.001) and 0.598 (p<0.001), respectively. The explanation power (R2) of related variables for purchase of Changnyeong onions was 0.258. The regression coefficients (β) for ‘recognition’, ‘preference’ and ‘convenient facility & event contents’ were positive, whereas the regression coefficient for ‘price’ was negative. Recognition, preference, and convenient facility & event contents with garlic purchase showed a positive relationship (R2=0.253). The most effective promotion method to increase sales of Changnyeong agricultural products was ‘local festivals and events’ (27.8%).

This study investigated the relationship of fashion brand SNS characteristics, relationship quality (satisfaction, trust, and commitment) and purchase intention. The study focused on Facebook and also examined the difference between fashion involvement groups. This study targeted consumers who have used fashion brand Facebook and are aged between 20s and 30s. Data collection was conducted through surveys, and a total 205 questionnaires were collected for the final statistical analysis. The major findings of the study were as follows. First, three characteristics of fashion brand SNS, which were entertainment, interactivity, and providing information, influenced positively on SNS users' satisfaction. Entertainment had the greatest influence on satisfaction, and providing information and interactivity followed. Second, satisfaction for fashion brand SNS influenced positively on trust and commitment. Also, trust to fashion brand SNS demonstrated a positive influence on commitment. Third, trust and commitment on fashion brand SNS both influenced positively on purchase intention. Fourth, the fashion involvement groups showed differences in fashion brand SNS characteristics, relationship quality, and purchase intention. The high involvement group showed much higher results in all aspects then did the low involvement group. Based on the above results, this study has a significant value which suggests directions for future research. Also, this paper is expected to provide managerial implications to fashion companies which need to develop SNS marketing strategies.

In this study, we identified the characteristics of mobile fashion shopping and verified the path model of effects of these characteristics on mobile fashion shopping purchase intention through perceived usefulness and perceived ease of use. We conducted the survey targeting smartphone users in their 20s~30s and analyzed the structural equation model using AMOS 16.0. The results were as follows: Mobile fashion shopping characteristics (enjoyment, credibility, instant connectivity, security, and personalization) had positive effects on perceived usefulness and perceived usefulness influenced attitude toward purchase and purchase intention positively. Attitude toward purchase affected purchase intention in a positive way and perceived usefulness had indirect effect on purchase intention through attitude toward purchase. In conclusion, we proposed the marketing strategies of the mobile fashion shopping businesses.

This study aimed to analyze the effect of demographic characteristics of consumers and quality recognition factors on purchase intention of organic wine, and to provide preliminary data necessary for the development of wine industry. By factor analysis of collected surveys, quality recognition factors of both the experienced and non-experienced group of organic wine environment/health, varieties of grapes, price, and four brand elements. First, among demographic characteristics, only income level hae a significant influence on the changes in quality recognition causes. Each of quality recognition causes of organic wine had a significant relation with purchase intent. The result of our analysis suggested that ‘environment/health’ was most influential for the experienced group, and ‘health’ was most influential for the non-experienced group. Therefore, this hypothesis is supported.

이 연구는 목재수납장의 잠재적 구매자를 대상으로 소비성향 및 사회․경제적 특성에 따른 산림인증의 인식정도를 파악하기 위해 수행하였다. 총 90부의 설문지 중 유효부수 88부를 분석한 결과, SFM과 FSC 에 대한 전체 응답자의 인식도는 평균 2.25와 2.20(5점 리커트 기준)으로 비교적 낮게 나타났다. 친환경 그룹과 비친환경 그룹의 응답자는 80.7％와 18.2％의 비중을 차지하였으며, 모든 설문항목에 대해 그룹 간 유의한 차이를 나타냈다. 각 그룹 내에서 SFM과 FSC를 인식하고 있는 응답자는 친환경 그룹이 약 3 1％, 비친환경 그룹이 5.6％(SFM)와 2.8％(FSC)를 차지하였다. 소비자 유형별 응답자의 사회․경제적 특성은 친환경 그룹의 기혼율과 평균연령 및 월평균 가계소득이 비친환경 그룹에 비해 약 1.3배 이상 높은 것으로 나타났다.

The purpose of this study was to analyze the difference in bakery choice attributes according to consumers' general characteristics and purchasing behavior. Among 350 questionnaires distributed to bakery consumers, 277 complete questionnaires (79.1%) were analyzed. Bakery choice attributes were classified into five factors: "environment and image", "bakery product features", "location", "employee service", and "price and sales promotion"; the mean scores of these factors' importance levels were 3.59, 3.58, 3.49, 3.36, and 3.00, respectively. Males considered 'employee service' factor significantly more than did females. Further, the importance level of 'employee service' factor was significantly greater as consumer's age increased. The importance levels of 'bakery product features' and 'employee service' factors were considered significantly more by consumers who spent KRW10,000-15,000 than those who spent KRW5,000 or less. 'Price and sales promotion' was considered to be more important by consumers who obtained information from the Internet than from the TV and radio. 'Location' factor was considered to be more significant as purchasing frequency increased. Such differences in importance level of bakery choice attributes according to consumers' gender, age, job, and purchasing behavior should be considered and applied to the development of marketing strategies targeted at consumers.

This study is to explain and identify the impacts of cognitive components of rice on consumers' attitudes and purchase intention. A survey study was conducted to collect the data with the actual rice purchasers at some kind of retailing stores. A regression analysis was performed to test the research hypothesis. The results of the study show as follows: First, it was found that words and pictures information about rice influences on consumers' attitudes and purchase intention, and price information had effect to consumers' attitudes but not affect to purchase intention. Second, it shows differential effects in how components of words, pictures and price information influences consumers' attitudes and purchase by types of consumer's characteristics factors such as occupation, age and residential area, except for price had effects to purchase intention. Therefore, marketers of distribution stores that selling rice have to enhance brand awareness of product by communicating types of information in a manner tailored to customer's demographic characteristic factors.