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Authors: Jae Ok Park, Jeong In Hwang, Eun Mee Park
Abstract: The purpose of this study is to find out the effect of marketing communication means on the development of consumer-brand relationship. The research involved a questionnaire survey with women in their 20s-30s, the major consumers of fashion product, who were residing in Seoul and Gyeonggi-do. A total of 375 questionnaires were used for final analysis. Data analysis was carried out by means of descriptive analysis, factor analysis and regression analysis. Consumer-brand relationships were measured upon being classified into behavioral dimension, emotional dimension and belief dimension. Marketing communication means was measured upon being classified into TV commercial, magazine ads, outdoor advertisement, PPL advertisement, internet advertisement, discount prices, free gift, VMD, star-marketing, supporting the event, salesperson, word of mouth effect, street observation, news reports, and fashion show; each of these criteria was measured using its own variables. Fashion brand involvement was found to exert positive effect on behavioral dimension, emotional dimension and belief dimension, which are the sub-criteria of consumer-brand relationship. In addition, diverse means of marketing communication were shown to exert significant effect on behavioral dimension, emotional dimension and belief dimension during the process of consumer-brand relationship development. The results of this research is expected to be helpful for establishing proper and effective marketing strategies, by providing information about the characteristics of consumers and about the utilization of marketing communication means that is necessary for the establishment, strengthening and maintaining of the relationship between fashion enterprises and consumers.
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Authors: Jae Ok Park, Jeong In Hwang, Gyeong Eun Oh
Abstract: The purpose of this study is to find out the difference in the service fairness, customer’s participation behavior, relationship quality and relationship performance perceived by consumer according to the type of clothing store (department store versus Dongdaemun Fashion Town). The subjects of the research were men and women in their 20s and 30s who were residing in Seoul and Gyeonggi-do and who had the experience of purchasing clothing product at department store or Dongdaemun Fashion Town. Data were collected through a questionnaire survey, and a total of 424 questionnaires were used for final analysis: 213 questionnaires from the consumers who used department store, plus 211 questionnaires from those who used Dongdaemun Fashion Town. The result of this research showed that there was significant difference in all of service fairness (procedure and outcome), customer’s participation behavior (emotional participation, information participation and physical participation), relationship quality (satisfaction and trust) and relationship performance (repurchase intention, and positive word-of-mouth) perceived by consumer, according to the type of clothing store (clothing stores in department store versus Dongdaemun Fashion Town). Especially, the consumers who used the clothing stores in department store showed better perception of all the service fairness, customer’s participation behavior, relationship quality and relationship outcome. It is considered, therefore, that clothing enterprises need to establish differentiated service strategy for consumer, through the improvement of store environment and the education of salesperson that can induce more comforTable and active purchasing activity of consumers who visit store.
1052
Authors: Jae Ok Park, Kang Mi Bae, Ye Lan Nam
Abstract: The purpose of this study is to investigate difference in the purchasing motives of clothing product according to the socio-economic variables of Chinese women consumers. The subjects of the research were women in their 20s-50s who were residing in Beijing, China. A total of 312 questionnaires were used for final analyses. Socio-economic variables were measured upon being classified into educational background, occupation and total household income. Purchasing motives of clothing product were classified into ‘clothing design and seasonal adaption motive,’ ‘personality and fashion consciousness motive,’ ‘impulse buying motive,’ ‘influence from others motive,’ ‘economic factor motive,’ ‘advertisements and sales promotions motive,’ ‘own ostentation motive,’ and ‘clothing utilitarian motive.’ The consumers with high educational background was found to have high ‘clothing design and seasonal adaption motive,’ such as ‘Because design is attractive’; high ‘impulse buying motive,’ such as ‘Because attractive clothes have been found’; high ‘own ostentation motive,’ such as ‘To show off economic affordability’; and high ‘clothing utilitarian motive,’ such as ‘Because it can easily make a harmony in any place.’ Students showed high ‘clothing design and seasonal adaption motive,’ such as ‘Because design is attractive’; high ‘impulse buying motive,’ such as ‘Because attractive clothes have been found’; high ‘economic factor motive,’ such as ‘To purchase at low price during the term of discount; and high ‘clothing utilitarian motive,’ such as ‘Because it can easily make a harmony in any place.’ The consumers whose occupation was production worker showed the highest ‘advertisements and sales promotions motive,’ such as ‘Because free gift offered along with clothing is good’; and also the highest ‘clothing utilitarian motive,’ such as ‘Because it looks durable’; but the lowest ‘clothing design and seasonal adaption motive,’ such as ‘Because it makes a good harmony with own image and atmosphere’. Those whose occupation was desk worker/professional worker/technical worker showed the highest ‘advertisements and sales promotions motive,’ such as ‘After having seen advertisement delivered by mail’; and also the highest ‘own ostentation motive,‘ such as ‘To show off economic affordability.’ The consumers with high total household income showed high ‘influence from others motive,’ such as ‘Because of the recommendation by salesperson’; high ‘advertisements and sales promotions motive,’ such as ‘After having seen advertisement delivered by mail’; and also high ‘own ostentation motive,’ such as ‘To show off economic affordability.’
1059
Authors: Jae Ok Park, Kang Mi Bae, Ye Lan Nam
Abstract: The purpose of this study is to find out difference in the evaluative criteria of apparel product according to the socio-economical variables of Chinese female consumers. The subjects of the research were some women in their 20s-50s who were residing in Beijing, China. A total of 312 questionnaires were used for final analyses. Socio-economic variables were measured upon being classified into educational background, occupation and total household income. And the evaluative criteria of apparel product were classified into internal criteria and external criteria. Compared to consumers with low education background, consumers with high educational background placed more weight on both internal criteria (the style and color of apparel product, harmony with wearer, material, sewing quality, convenience of washing and maintenance, fitness, size and wearing comfort) and external criteria (brand reputation, price, harmony with other clothes, personality expression, suitability for situation, suitability for age and social position, and reputation about product by people around). The Chinese female consumers whose occupation was student placed more weight on the following internal criteria: style, color, harmony with the wearer, durability, convenience of washing and maintenance, fitness, size and wearing comfort. They also placed weight on the following internal criteria: suitability for age and social position. Those whose occupation was salesperson/desk worker placed more weight on the internal criterion of style. Especially, those whose occupation was desk worker placed more weight on both the internal criteria of style and fitness and the external criterion of brand reputation compared to the consumers of the other occupation groups. And compared to the Chinese female consumers of the group with lower total household income, those of the group with higher total household income placed more weight on the following internal criteria: style, color, harmony with the wearer, material, sewing quality, convenience of washing and maintenance, fitness, size, and wearing comfort. They also placed more weight on the external criterion of country of origin.
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