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The Research Journal of the Costume Culture

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수록정보
수록범위 : 1권1호(1993)~27권2호(2019) |수록논문 수 : 1,742
복식문화연구
27권2호(2019년 04월) 수록논문
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KCI후보

1소셜커머스와 브랜드 유형간의 이미지 일치성이 구매의도에 미치는 영향 - 신뢰와 가격민감도의 조절효과 -

저자 : 박현용 ( Hyeonyong Park ) , 최형우 ( Hyung Woo Choi ) , 이현화 ( Hyun-hwa Lee )

발행기관 : 복식문화학회 간행물 : 복식문화연구 27권 2호 발행 연도 : 2019 페이지 : pp. 81-97 (17 pages)

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This study investigated how the image congruity of social commerce and fashion brand types affects purchase intention and how trust and price sensitivity moderate this relationship. National brands, private brands, and non-brands were used as brand types in the present study. The online survey method was used to gather the data, and 232 data samples were analyzed. The results of the research were as follows. Consumers perceived greater image congruity between social commerce and nonbrands, followed by private brands and national brands. The significant perception differences were examined by comparing the mean values. There was a significant positive effect of image congruity of social commerce and non-brands on purchase intention. However, insignificant effects were found for image congruity between social commerce and private brands and national brands. In addition, trust and price sensitivity positively predicted social commerce purchase intention. A significant moderating effect of trust was found on the relationship between purchase intention and image congruity of social commerce and non-brands. A moderating effect of price sensitivity was found on the relationship between purchase intention and image congruity of social commerce and private brands. The findings of the present study offer valuable insights into social commerce concerning implementing diverse fashion brands as well as academic and practical implications.

KCI후보

2의류제품 크로스채널 소비행동 - 타제품군과의 비교 -

저자 : 홍우정 ( Woo Jung Hong ) , 이규혜 ( Kyu-hye Lee )

발행기관 : 복식문화학회 간행물 : 복식문화연구 27권 2호 발행 연도 : 2019 페이지 : pp. 98-108 (11 pages)

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With the expansion of various distribution channels in online and offline stores, TV, and mobile, consumers now have more information search and retail selection channels to choose from than ever before. Major retailers now use multi- and omni-channel strategies. This study focused on cross-channel consumption, which involves the use of different information search and purchase channels. Using cross-channel consumption, consumers can search for information online and then make purchases offline and vice versa. The purpose of this study was to examine the relationship between channel strategies and other consumer variables, and the study also assessed the effect of product type. To conduct this empirical study, the researchers developed a consumer questionnaire concerning three consumer channel strategies-on-on, cross, and off-off-and four product categories-clothing, cosmetics, books, and electronics. The results indicated that gender and marital status did not influence consumer channel strategies, but that age did have a significant influence. The analysis showed that consumers in their 40s preferred the cross channel strategy, perceiving it to be effective, satisfactory, and rewarding. Compared to other products, clothing products showed higher levels of cross channel strategies. Consumers indicated that they prefer searching for information online and then purchasing clothing offline. Overall, clothing products generated higher levels of channel satisfaction and channel switch intentions. Cross-channel clothing shoppers reported effective information retrieval times but longer delivery times.

KCI후보

3패션 라이프스타일 숍의 체험마케팅 만족도가 구매 의도 및 충성도에 미치는 영향

저자 : 김민경 ( Min-kyung Kim ) , 유지헌 ( Jihun Yu )

발행기관 : 복식문화학회 간행물 : 복식문화연구 27권 2호 발행 연도 : 2019 페이지 : pp. 109-122 (14 pages)

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With the greater importance of lifestyle shops and experience marketing, research is needed for the effective experience marketing of lifestyle shops by fashion product type. This study establishes effective and differentiated experience marketing strategies for fashion lifestyle shops by examining the effect of the experience marketing satisfaction with lifestyle shops on purchase intention and loyalty. This study categorizes lifestyle shops by fashion product types into a suit-oriented lifestyle shop, a casual/leisure/sportswear-oriented lifestyle shop and a home fashion lifestyle shop, Then a survey was conducted on participants who had visited lifestyle shop. As an analysis method, factor analysis, reliability analysis and regression analysis were conducted. In this study, we identified the experience marketing factors of fashion lifestyle shops. This study found that the satisfaction from experience marketing factors of fashion lifestyle shops by fashion product types affected purchase intention and loyalty differently. Considering the results of this study, it will be able to increase not only purchase intention and loyalty but also brand sustainability by establishing, applying, and executing a differentiated strategy considering the detailed factors of experience marketing for each fashion product type when planning and operating a fashion lifestyle shop. Through this study, effective marketing of fashion lifestyle shops by fashion product type will be implemented.

KCI후보

4비만 남성의 비만 정도에 따른 인구통계 및 사회심리적 특성 비교

저자 : 여은아 ( Eunah Yoh )

발행기관 : 복식문화학회 간행물 : 복식문화연구 27권 2호 발행 연도 : 2019 페이지 : pp. 123-139 (17 pages)

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This study aims to explore the diverse characteristics of obese groups of Korean males in their 20's to 40's. A total of 201 males who each had a BMI (Body Mass Index) of 23 or over were recruited through a convenient sampling. Samples were categorized into groups of overweight, slightly obese, and severely obese, and submitted for data analysis. Results are summarized as follows. First, in terms of demographic characteristics, slightly and severely obese males were older than overweight males. There were also group differences in marital status and household income. Second, slightly and severely obese groups demonstrated a higher perception of obesity and a lower perception of health than did the overweight group. Third, there were no group differences in body satisfaction, socio-cultural attitudes toward appearance, and self-esteem. Based on these results, we concluded that overweight, slightly obese, and severely obese groups were distinguishable from each other in terms of their demographic characteristics, whereas the slightly obese group and the severely obese group were not different in terms of perception of obesity, perception of health, weight control behaviors, body satisfaction, body image, socio-cultural attitudes toward appearance, and self-esteem. These findings may reflect that people may not become increasingly sensitive to socio-psychological stimulations as they gain more weight if they have exceeded a certain level of obesity. This observation provides meaningful implications for the differences among obesity groups given the lack of prior research focusing on this issue.

KCI후보

5당의(唐衣)를 활용한 웨딩드레스 디자인

저자 : 정양숙 ( Yangsook Jung ) , 이연희 ( Younhee Lee )

발행기관 : 복식문화학회 간행물 : 복식문화연구 27권 2호 발행 연도 : 2019 페이지 : pp. 140-153 (14 pages)

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The aim of this study is to develop new wedding dress designs by blending the traditional female Korean upper garment of Han-bok, known as dang-ui, with Western-style wedding dress designs. For this research, the author considered the various types of wedding dresses and their historical development based on literary resources and previous studies of the subject. The results are as follows: first, this study featured the use of different types of fabric for the dang-ui, selected from the various fabrics available for wedding dresses. Starting from the basic design of a sleeveless and strapless princess-line tight top, three different styles of A-line dresses were created: a tiered long dress, an unbalanced tiered midi dress, and a spangled and pleated mini dress. The study also resulted in a tight H-line mini dress with a bustle. In this way, the author was able to suggest new wedding dress styles that are well suited to the cultural trend of the Korean wave. Second, the traditional Korean dang-ui is an elegant ceremonial garment that harmonizes well with Western-style wedding dresses. Satisfaction can be found from combining these creative fusion gowns with traditional Korean aesthetics. Third, the traditional Korean ceremonial coronet jokduri and veil, which go well with dang-ui wedding dresses, are suitable accessories for contemporary wedding dresses. The dang-ui wedding dress, a result of merging the Korean dang-ui and the Western style, will help enhance business for both the Korean and the international wedding industry thanks to an aesthetic that has global appeal.

KCI후보

6인스타그램 마케팅의 게임 다이내믹스 차원이 소비자의 반응에 미치는 영향

저자 : 신재원 ( Jaewon Shin ) , 안태현 ( Tae Hyeon Ahn ) , 이현화 ( Hyun-hwa Lee )

발행기관 : 복식문화학회 간행물 : 복식문화연구 27권 2호 발행 연도 : 2019 페이지 : pp. 154-168 (15 pages)

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The present study investigated fashion Instagram marketing, applying the concept of gamification. It set out to examine the following specific issues: 1) perceptions of flow, pleasures, dimensions of game dynamics (challenge, competition, achievement, reward, relationships among participants, and relationships between brands and consumers), and consumer responses based on frequency and involvement in exercise; 2) the effects of game dynamics dimensions on flow and pleasure; and 3) the effects of flow and pleasure on consumer responses. An online survey was used to gather data and the study analyzed a total of 200 responses. The results of the study were as follows. Perception differences were found only in relation to exercise involvement. Competition, relationships among participants, and relationships between brands and customers positively predicted flow. Among the dimensions of game dynamics, challenge, competition, reward, relationships among participants, and relationships between brands and consumers positively influenced pleasure. In addition, the study also found that pleasure and flow had positive effects on intention to participate and brand loyalty. Meanwhile, only pleasure predicted word-of-mouth. These findings suggest that fashion brands implementing Instagram as a marketing channel should seek to stimulate pleasure and fun to provoke positive consumer responses. Furthermore, the findings of the study provide practical and useful insights for fashion brands implementing Instagram marketing.

KCI후보

7화장품 부작용 경험과 구매 및 사용 행동 특성

저자 : 김태미 ( Taemi Kim )

발행기관 : 복식문화학회 간행물 : 복식문화연구 27권 2호 발행 연도 : 2019 페이지 : pp. 169-180 (12 pages)

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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.

KCI후보

8의류소비자의 사회책임 의식적 구매행동

저자 : 김은혜 ( Eun Hye Kim ) , 이규혜 ( Kyu-hye Lee )

발행기관 : 복식문화학회 간행물 : 복식문화연구 27권 2호 발행 연도 : 2019 페이지 : pp. 181-192 (12 pages)

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The growth of cheap, industrial, mass-production―so-called “fast fashion”―has led to dramatic increases in levels of consumption. Inexpensive products tend to foster unsustainable consumption behaviors, which negatively impact the environment and increase pressure to obtain goods at lower and lower prices; this, in turn, has the competitive effect of decreasing wages. This study focused on the concept of socially responsible consciousness in relation to fashion products. Environmental and labor issue concerns were employed as major variables. Empirical data were collected from males and females, between the ages of 10 and 50. Demographic differences were found in SR consciousness. For example, participants in their 10s, 40s, and 50s had higher levels of SR consciousness than those in their 20s and 30s. In addition, consumers' levels of environmental and labor issue concerns had varying effects on the criteria they used to select clothing. Product category type was also an influential factor. Moreover, the analysis showed that SR consciousness was less important in the apparel industry than in the food sector. The study also found an attitude-behavior link in relation to the concept of SR consciousness. The link was stronger for environmental concerns than for labor issue concerns. This study aimed to develop a better understanding of current customers' characteristics and levels of SR consciousness.

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