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한국의류학회> 한국의류학회지> 소비자 활동 지표를 통한 국내외 스포츠, SPA 패션 브랜드의 페이스북 활용 사례연구

KCI등재SCOUPUS

소비자 활동 지표를 통한 국내외 스포츠, SPA 패션 브랜드의 페이스북 활용 사례연구

Case Study of Using Facebook of Each Type of Internal and External Sports and SPA Fashion Brands

김상아 ( Sang A Kim ) , 이승희 ( Seunghee Lee )
  • : 한국의류학회
  • : 한국의류학회지 39권3호
  • : 연속간행물
  • : 2015년 06월
  • : 337-352(16pages)
한국의류학회지

DOI

10.5850/JKSCT.2015.39.3.337


목차


					

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초록 보기

 
This study selected a case study method conforming to qualitative research in order to analyzed how each type of fashion enterprises uses SNS in-side of fashion marketing based on content the researcher monitored and selected from the Facebook website for each enterprise. The standard to select fashion brands in this study is a graded list made based on ranking 5 analysis sites on social media (Socialbakers, socialDigm, Pulse K, BigFoot9, L2). The researcher sorted and then analyzed 2 brands that have many fan joiners and followers among fashion brands that were ranked top of the graded list, work in Facebook animatedly, and had representativeness in each type (SPA, Sports Brands). The study was conducted from January 2013 to March 2013, and the index of Facebook consisted of 3 kinds of elements (comment, like, and share). Each numerical value was counted to decide the monthly ranking. Content analysis was divided into public relations about brand, public relations about products, and customer participation and activities; consequently, the researcher investigated which content was post conforming to the ranking. The study analyzed the analysis results of each brand derived through the method of study compared to other brands. The results are as follows. In case of SPA brands, the category accounting for high rank in index analysis are public relation events to attract customer attention and products and offering information. The results of the monthly trend about whole post category were also similarly analyzed so the promotion goal that the brand wants to seek in priority coincides with the customer compliance rate. Next, in the case of sports brand, public relations for products offering information, event for arousing customer concern, and participation activities accounted for a high rank in the index analysis and posted the most in the analysis of the monthly trend for whole post category. The researcher came to understand that the direction of content for brands shown through Facebook coincides with customer sympathy.

UCI(KEPA)

I410-ECN-0102-2016-590-000377477

간행물정보

  • : 자연과학분야  > 가정
  • : KCI등재
  • : SCOPUS
  • : 격월
  • : 1225-1151
  • : 2234-0793
  • : 학술지
  • : 연속간행물
  • : 1977-2022
  • : 3840


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1색동을 활용한 신한복 제품의 디자인 개발 -CLO 3D 프로그램을 활용하여-

저자 : 김희령 ( Heeyoung Kim )

발행기관 : 한국의류학회 간행물 : 한국의류학회지 46권 6호 발행 연도 : 2022 페이지 : pp. 945-962 (18 pages)

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This study examines the use of traditional patterns by new Hanbok brands. A Saekdong print pattern based on previous research was developed and applied to clothing designs. A total of 488 images of printed products from the seven new Hanbok brands and 219 images from the collections of the National Folk Museum of Korea were analyzed. Traditional patterns accounted for 47.4% of the total printed products of the new Hanbok designs, with the following ratio of use, in descending order: flower patterns, traditional paintings, animals, geometrical designs, Dancheong, text and others, Jogakbo, and Saekdong. Saekdong was found in three brand products, and the color or shape was modified. To develop the Saekdong image, five colors - red, yellow, blue, white, and green - were selected. The ratio of use for each color and the width of each color were determined with reference to previous studies. The average color value was determined through color analysis of the Saekdong collections. A total of seven items were designed for the print pattern, and four items were added for coordination to consist of four styles. This study aims to use the results of this analysis to provide insights into product development using traditional patterns.

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2국내 패션 시스템에서 패션 트렌드 정보 예측의 영향력

저자 : 정다운 ( Dawn Jung ) , 김성은 ( Sung Eun Kim ) , 하지수 ( Jisoo Ha )

발행기관 : 한국의류학회 간행물 : 한국의류학회지 46권 6호 발행 연도 : 2022 페이지 : pp. 963-986 (24 pages)

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This article surveys the fashion forecasting industry in Korean domestic markets. With the rise of new media and devices with high technology, the paradigm of fashion trends forecasting systems has dramatically changed. New perspectives of trend forecasting are required to understand the trend flow and consumer behavior of the MZ generation. The research questions are as follows: 1) Major trend forecasting companies studied the development of their strategies and new forecasting methods. 2) The consumers' needs in the domestic market were analyzed. The influence of the trend companies' forecasting on the market was investigated. The results are as follows: 1) International trend forecasting significantly affected the domestic market. The concordance rate between consumers' online searches about fashion trends was approximately 70.14%. The match rate by category is as follows: The highest rate, 85.06% is from pattern and print, color is 83.92%, the item is 80.39%, and style is 54.32%. 2) Specialized information such as the Pantone color chart is being widely consumed, leading to a trend among the masses. 3) The Korean-specific socio-cultural background has an impact on domestic trends.

KCI등재 SCOPUS

3증강현실 패션플랫폼에 대한 경험적 가치가 플랫폼 선호도에 미치는 영향

저자 : 이하경 ( Ha Kyung Lee ) , 허희진 ( Hee Jin Hur )

발행기관 : 한국의류학회 간행물 : 한국의류학회지 46권 6호 발행 연도 : 2022 페이지 : pp. 987-1003 (17 pages)

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This study explores the effect of experiential value of AR fashion platform on platform preference. Based on the SOR theory, the effects of visual appeals, entertainment, service excellence, and efficiency on platform attitudes, mediated by intrinsic enjoyment and escapism, are tested. The participants respond to the questions after watching the video clip, using an AR fashion platform. A total of 252 data is analyzed using SPSS 26.0 for descriptive statistics and reliability analysis and AMOS 26.0 for confirmatory factor analysis and structural equation modeling. The results show visual appeals, entertainment, and efficiency influence platform preference, mediated by intrinsic enjoyment. Entertainment also influences platform preference, mediated by escapism. The moderating effect of the AR service pre-experience is also explored. For the group with the AR service experience, entertainment and efficiency has a positive effect on intrinsic enjoyment, leading to AR platform preference. For the group without an AR service experience, only entertainment influences the AR platform preference, mediated by intrinsic enjoyment; however, there are no factors which increase escapism. The findings of this study contribute to find the marketing directions for the AR service users, by offering appropriate experiential values based on their prior AR experience.

KCI등재 SCOPUS

4K 패션에 대한 글로벌 미디어 보도 경향 분석 -다이내믹 토픽 모델링(Dynamic Topic Modeling)의 적용-

저자 : 안효선 ( Hyosun An ) , 김지영 ( Jiyoung Kim )

발행기관 : 한국의류학회 간행물 : 한국의류학회지 46권 6호 발행 연도 : 2022 페이지 : pp. 1004-1022 (19 pages)

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This study seeks to investigate K-fashion's external image by examining the trends in global media reporting. It applies Dynamic Topic Modeling (DTM), which captures the evolution of topics in a sequentially organized corpus of documents, and consists of text preprocessing, the determination of the number of topics, and a time-series analysis of the probability distribution of words within topics. The data set comprised 551 online media articles on 'Korean fashion' or 'K-fashion' published on Google News between 2010 and 2021. The analysis identifies seven topics: 'brand look and style,' 'lifestyle,' 'traditional style,' 'Seoul Fashion Week (SFW) event,' 'model size,' 'K-pop,' and 'fashion market,' as well as annual topic proportion trends. It also explores annual word changes within the topic and indicates increasing and decreasing word patterns. In most topics, the probability distribution of the word 'brand' is confirmed to be on the increase, while 'digital,' 'platform,' and 'virtual' have been newly created in the 'SFW event' topic. Moreover, this study confirms the transition of each K-fashion topic over the past 12 years, along with various factors related to Hallyu content, traditional culture, government support, and digital technology innovation.

KCI등재 SCOPUS

5노인의 노화에 대한 태도와 삶의 만족도 사이의 관계에 미치는 긍정적 신체 이미지의 매개효과

저자 : 이민선 ( Minsun Lee ) , 한기향 ( Ki Hyang Han )

발행기관 : 한국의류학회 간행물 : 한국의류학회지 46권 6호 발행 연도 : 2022 페이지 : pp. 1023-1038 (16 pages)

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In societies emphasizing the importance of youthful appearance, attitudes toward aging are closely related to how individuals perceive their own bodies, which can be a major determinant of psychological well-being among older adults. The purpose of this study was to examine the associations between attitudes toward aging, positive body image, and life satisfaction among older Korean adults, based on relative deprivation theory and social identity theory. Employing an online survey questionnaire, data was collected from 408 Korean aged 65 and over. The proposed research model was examined via partial least square structural equation modeling (PLS-SEM). Results revealed that higher levels of psychosocial loss were associated with lower positive body image, while higher levels of physical change and psychological growth - a good example were associated with higher positive body image. Higher levels of positive body image were associated with higher life satisfaction. Overall, positive attitudes toward aging may increase positive body image and life satisfaction among older adults, controlling for subjective financial and health status. The results of this study emphasize that we should not overlook the importance of positive body image in psychological well-being among older adults.

KCI등재 SCOPUS

6순환 패션 시스템을 위한 테크놀로지제이션의 전략적 특성

저자 : 김미경 ( Mikyung Kim ) , 임은혁 ( Eunhyuk Yim )

발행기관 : 한국의류학회 간행물 : 한국의류학회지 46권 6호 발행 연도 : 2022 페이지 : pp. 1039-1057 (19 pages)

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The fashion system has been criticized for relying on a linear economy to reduce short-term costs and increase profits. Meanwhile, the circular economy strives to expand the value chain through a closed loop for companies, society, and the environment by separating consumption from resources. This study aims to elucidate the strategic characteristics of the technological measures that fashion companies and brands are trying to innovate into a sustainable fashion system on the basis of the circular economy concept. Thus, we conducted case studies by dividing the value chain of the fashion system into design, production, and consumption to identify the technological development of the circular fashion system from a technologization perspective that incorporates technological values. First, design appeared to strengthen emotional durability, design and process with circulation in mind, and fashion product digitalization. Second, production manifested itself as material development for the new fiber economy, improvement of non-environmental processes, and customization of demand-driven, responsive production. Third, consumption was the spread of the environmental consumption culture through the sharing economy platform, the realization of a virtual wearing experience to prevent rapid disposal, and the provision of information on sustainable consumption.

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7Quantitative Study of Soft Masculine Trends in Contemporary Menswear Using Semantic Network Analysis

저자 : Tin Chun Cheung , Sun Young Choi

발행기관 : 한국의류학회 간행물 : 한국의류학회지 46권 6호 발행 연도 : 2022 페이지 : pp. 1058-1073 (16 pages)

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Big data analytics and social media have shifted the way fashion trends are dictated. Fashion as a medium for expressing gender has created new concepts of masculinity in popular culture, where men are increasingly depicted in a softer style. In this study, we analyzed 2,879 menswear collections over a 10-year period from Vogue US to uncover key menswear trends. Using Semantic Network Analysis (SNA) on Orange3, we were able to quantitatively analyze how contemporary menswear designers interpreted diversified trends of masculinity on the runway. Frequency and degree centrality were measured to weigh the significance of trend keywords. “Jacket (f = 3056; DC = 0.80), shirt (f = 1912; DC = 0.60) and pant (f = 1618; DC = 0.53)” were among the most prominent keywords. Our results showed that soft masculine keywords, e.g., “lace, floral, and pink” also appeared, but with the majority scoring DC = < 0.10. The findings provide an insight into key menswear trends through frequency, degree centrality measurements, time-series analysis, egocentric, and visual semantic networks. This also demonstrates the feasibility of using text analytics to visualize design trends, concepts, and patterns for application as an ideation tool for academic researchers, designers, and fashion retailers.

KCI등재 SCOPUS

8Characterization of 3D Printed Wrist Brace with Various Tilting Angles of Re-entrant Pattern Using Thermoplastic Elastomer

저자 : Ye-eun Park , Hyejin Lee , Imjoo Jung , Sunhee Lee

발행기관 : 한국의류학회 간행물 : 한국의류학회지 46권 6호 발행 연도 : 2022 페이지 : pp. 1074-1087 (14 pages)

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This study reports an optimization of a 3D printed wrist brace (WB) for various tilting angles (0º, 45º, 90º) of the re-entrant (RE) pattern and thickness (2 mm, 4 mm) using thermoplastic polyurethane (TPU) filaments and thermoplastic elastomer (TPE) filaments. The actual printing time, weight, Poisson's ratio, and tensile property of the manufactured samples were analyzed. The results confirmed that the actual printing time and weight increased with increasing thickness, regardless of the filament type. All tilting angles of the WB showed a negative Poisson's ratio (NPR), the largest of which appeared at 90º. The results of the tensile property analysis showed that a 90º tilting angle also had the largest value of elongation and stress. From these results, we conclude that the most suitable wrist brace is one in which the actual printing time is low, the weight is minimized to a thickness of 2 mm, and the tilting angle of the RE pattern is 90º for good shock absorption. The choice of filaments may be decided upon according to the user's preference, since the TPU is stiff and the TPE is elastic.

KCI등재 SCOPUS

9온라인 커뮤니티 내 공동창조 참여 동기가 임파워먼트를 매개로 지속적 참여 및 옹호 행동에 미치는 영향

저자 : 김우빈 ( Woo Bin Kim ) , 윤남희 ( Namhee Yoon )

발행기관 : 한국의류학회 간행물 : 한국의류학회지 46권 6호 발행 연도 : 2022 페이지 : pp. 1088-1104 (17 pages)

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The motivation behind consumers' voluntary participation plays a key role in determining the successful outcome of co-creation activities. This study, in the context of online-community-based co-creation, investigates the effect of consumers' motivation on continuance participation and advocacy intention by mediating perceived empowerment. We focused on analyzing the co-creation process of new product developments for beauty-related firms and platforms. A web survey was conducted on active users of the online beauty community who have participated in co-creation projects. A total of 226 responses were analyzed using SPSS 26.0 and AMOS 22.0 statistical programs. The findings illustrate that all motivations for participation (intrinsic, social, and financial) influenced perceived empowerment. This increased empowerment also positively affected continuance participation and advocacy intention for future co-creation projects. Furthermore, we explored the moderating role of the engagement period in the community regarding the relationship between participation motivation and empowerment. The results show, consumers with high intrinsic motivation greatly perceive empowerment when they have short-term engagement in the community; those with high social motivation strongly recognize empowerment when they have long-term engagement in the community. We provide valuable recommendations regarding how to make innovative co-creation experiences between beauty firms and consumers via an onlinebased community.

KCI등재 SCOPUS

10Fashion Granfluencers as a Cultural Intermediary in Fashion and Style -A Case Study on Iris Apfel-

저자 : Syachfitrianti Gadis Nadia , Setiawardhani Shaffira Dewi , Se Jin Kim

발행기관 : 한국의류학회 간행물 : 한국의류학회지 46권 6호 발행 연도 : 2022 페이지 : pp. 1105-1127 (23 pages)

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This study investigated the role of fashion granfluencers as cultural intermediaries in the present digital era. The concept of fashion granfluencer as cultural intermediaries and their fashion style characteristics were defined and examined. The literature on cultural intermediaries, social media, and seniors in the context of fashion was reviewed. Primarily, three characteristics of cultural intermediaries-interactive communication, nonconformist attitude, and aesthetic disposition-were identified and used as analytical variables in this study. Through netnography, 1,452 Instagram posts from the renowned fashion granfluencer Iris Apfel (@iris.apfel) were examined. This study presented Iris as a fashion granfluencer and a senior professional, who uses fashion to express herself and define her identity. As a cultural mediator, she contributes to revitalizing the cultural economy and creating cultural products. Iris Apfel' fashion and style embody her digital persona. Her engagement in fashion activities-producing fashion content or attending fashion events-mediates the relationship between fashion producers and fashion consumers, thereby promoting the aesthetic value of fashion.

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1외모에 대한 사회문화적 태도가 외모관심도, 외모관리행동, 외모콤플렉스, 얼굴만족도, 신체만족도에 미치는 영향에 관한 연구

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This study explored the effect of Sociocultural attitudes toward appearance on appearance concerns, appearance management behavior, appearance complex, face satisfaction, and body satisfaction. The sample of the study was women aged between 20 and 40 who live in Seoul or Gyeonggi-do. We used 292 questionnaires for the final statistical analysis. Data were analyzed by common factor analysis, and multiple linear regression using SPSS 12.0 / Windows. The results of the study are summarized as follows. First, Sociocultural attitudes toward appearance were classified into internalization and awareness, appearance management into weight control, hair care, make-up, and skin care, and appearance complex into complex from other people and complex from self. Internalization showed significant positive effects on appearance concerns, hair care, weight control, face satisfaction, and body satisfaction; however, there were negative effects on make-up, skin care, and complex from other people. Awareness showed significant positive effects on make-up skin care, weight control, and complex from other people; however, there were negative effects on appearance concerns, hair care, face satisfaction, and body satisfaction.

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2소비자 활동 지표를 통한 국내외 스포츠, SPA 패션 브랜드의 페이스북 활용 사례연구

저자 : 김상아 ( Sang A Kim ) , 이승희 ( Seunghee Lee )

발행기관 : 한국의류학회 간행물 : 한국의류학회지 39권 3호 발행 연도 : 2015 페이지 : pp. 337-352 (16 pages)

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This study selected a case study method conforming to qualitative research in order to analyzed how each type of fashion enterprises uses SNS in-side of fashion marketing based on content the researcher monitored and selected from the Facebook website for each enterprise. The standard to select fashion brands in this study is a graded list made based on ranking 5 analysis sites on social media (Socialbakers, socialDigm, Pulse K, BigFoot9, L2). The researcher sorted and then analyzed 2 brands that have many fan joiners and followers among fashion brands that were ranked top of the graded list, work in Facebook animatedly, and had representativeness in each type (SPA, Sports Brands). The study was conducted from January 2013 to March 2013, and the index of Facebook consisted of 3 kinds of elements (comment, like, and share). Each numerical value was counted to decide the monthly ranking. Content analysis was divided into public relations about brand, public relations about products, and customer participation and activities; consequently, the researcher investigated which content was post conforming to the ranking. The study analyzed the analysis results of each brand derived through the method of study compared to other brands. The results are as follows. In case of SPA brands, the category accounting for high rank in index analysis are public relation events to attract customer attention and products and offering information. The results of the monthly trend about whole post category were also similarly analyzed so the promotion goal that the brand wants to seek in priority coincides with the customer compliance rate. Next, in the case of sports brand, public relations for products offering information, event for arousing customer concern, and participation activities accounted for a high rank in the index analysis and posted the most in the analysis of the monthly trend for whole post category. The researcher came to understand that the direction of content for brands shown through Facebook coincides with customer sympathy.

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3Walter Van Beirendonck 디자인에 나타난 미학

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발행기관 : 한국의류학회 간행물 : 한국의류학회지 39권 3호 발행 연도 : 2015 페이지 : pp. 353-368 (16 pages)

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Walter Van Beirendonck expresses a fairy tale world of perverted sexual desire of sadism and masochism, violence, and aggressiveness that breaks from a transient one-time concept as is an essential element of fashion. This study classifies the aesthetic characteristic shown on the design of Walter Van Beirendonck and analyzes the intent of his symbolism and meaning. The attempt has a meaning in exploring a new directionality of fashion by conveying a critical message to this end, contemporary fashion breaks down boundaries with artistic genre and connects a problematic consciousness that exists in life with fashion. The results of study on the aesthetic characteristics of Walter Van Beirendonck are as follows. First, Beirendonck emphasized an interpersonal image about body by giving a question through the deconstruction of image on a perfect body into race, age, and body based on body modification. Second, fetishism appeared as a consciousness that human identity and character can be changed by connecting a fetish element of sexual identity, and sadism and masochism with fashion``s imagination. Third, infantilism as an amusement expression of the form metaphorically satirized life of modern people. Fourth, makeup shown on performance or festival of an African tribe was used in the way of mixture or reuse for ethnography to obtain inspiration from ethnography. Fifth, pop art combined a popular culture code as amusement through mass production and mass media. Aesthetics of Beirendonck do not have norm and are bold in using form, color, pattern, print, and styling because Beirendonck reinterpreted critical attitudes about essential problems that human life entails into a motif of his symbolic meaning in amusement. In regards to his design aesthetics, Beirendonck expanded fashion to the scope of Gesamtkunstwerk in a consistent and continued theme combined with philosophical creativity and differentiated from other fashion designers.

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4비접촉식 심장활동 모니터링 기능 의복형 웨어러블 시스템의 모듈 효과 탐색

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발행기관 : 한국의류학회 간행물 : 한국의류학회지 39권 3호 발행 연도 : 2015 페이지 : pp. 369-378 (10 pages)

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Various forms of wearable bio-signal monitoring systems have been developed recently. Acquisition of stable bio-signal data for health care purposes needs to be unconscious and continuous without hindrance to the users`` daily activities. The garment type is a suitable form of a wearable bio-signal monitoring system; however, motion artifacts caused by body movement degrade the signal quality during the measurement of bio-signals. It is crucial to stabilize the electrode position to reduce motion artifacts generated when in motion. The problems with motion artifacts remain unresolved despite their significant effect on bio-signal monitoring. This research creates a foundation for the design of garment-type wearable systems for everyday use by finding a method to reduce motion artifacts through modular design. Two distinct garment-type wearable systems (tee-shirt with a motion artifact-reducing module (MARM) and tee-shirt without a MARM) were designed to compare the effects of modular design on the measurement of heart activity in terms of electrode position displacement, signal quality index value, and morphological quality. The tee-shirt with MARM showed superior properties and yielded higher quality signals than the tee-shirt without MARM. In addition, the tee-shirt with MARM showed a better repeatability of the heart activity signals. Therefore, a garment design with MARM is an efficient way to acquire stable bio-signals while in motion.

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5유아복 구매행동 연구의 에스노그라피적 접근

저자 : 이정우 ( Jung Woo Lee ) , 김미영 ( Mi Young Kim )

발행기관 : 한국의류학회 간행물 : 한국의류학회지 39권 3호 발행 연도 : 2015 페이지 : pp. 379-393 (15 pages)

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This study proposes a new way to investigate purchasing behavior for preschool children``s clothes using an ethnographic research method. The study consisted of 16 subjects composed of preschool children (aged 6 and 7) and their mothers. The analysis results are as follows. First, the in-depth interviews, indicated 14 attributes that mothers considered when purchasing children``s clothes. Next, the result of conducting component analysis for consideration attributes indicated that the order of importance of attributes for mothers`` opinions varied partially for some attributes (such as price) that depended on if the child was being raised only by the mother or with the help of another person. Second, in the accompanied shopping for the preschool children``s clothes, the result of identifying the differences between the perception of consideration attributes and shopping behaviors confirmed some differences between consideration attributes recognized in the interviews and attributes practically considered when purchasing. Housewives (who were the mothers of girls) said that materials and comfort were the most important in the interviews; however, employed mothers of girls perceived design to be the most important attribute. The mothers of girls assessed design as an important attribute that they could never concede. Third, the children``s opinions were found to partially influence mothers`` purchasing behavior in the purchase of preschool children``s clothes. Preschool children expressed their opinions on wearability and design in the process of wearing clothes at home or buying them outside; subsequently, mothers recognized children``s opinions and reflected them in their practical purchases.

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6Psychological Effect of Personalized Services on Customer`s Website Loyalty in Fashion -Focusing on Cognitive Efficiency, Website Socialness, and Perceived Enjoyment-

저자 : Eun Jung Lee

발행기관 : 한국의류학회 간행물 : 한국의류학회지 39권 3호 발행 연도 : 2015 페이지 : pp. 394-407 (14 pages)

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Prior research highlighted personalized services as a crucial antecedent to website loyalty, yet little has been discussed on the underlying mechanism. The current study explores the intervening effects of the three psychological constructs in the personalization-loyalty relationship: cognitive efficiency, perceived enjoyment, and socialness. An experiment was conducted with a total of 414 U.S. shoppers on a fictitious e-tail site for jeans that employed different levels of personalized content. The results found that the participants exposed to the high-level personalization condition reported a higher cognitive efficiency and higher socialness perception regarding the fashion e-tail site; however, no direct effect of intensity of e-personalization was found on perceived enjoyment. Cognitive efficiency and enjoyment perceptions on the site significantly increased customers`` loyalty intentions regarding the site, while website socialness perception had no direct effect on loyalty intentions. Website socialness showed indirect effects on website loyalty intentions only through cognitive efficiency and perceived enjoyment; however, no direct effect from website socialness was found. Implications and limitations of the study were discussed.

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7웨트수트 착용실태 및 제품개발을 위한 사이즈 체계 조사 -국내 브랜드와 수입 브랜드의 비교를 중심으로-

저자 : 허희진 ( Hee Jin Hur ) , 김시연 ( Siyoen Kim ) , 이조은 ( Joeun Lee ) , 주신영 ( Shinyoung Joo ) , 남윤자 ( Yun Ja Nam )

발행기관 : 한국의류학회 간행물 : 한국의류학회지 39권 3호 발행 연도 : 2015 페이지 : pp. 408-418 (11 pages)

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This study investigates the purchasing and wearing conditions of wetsuits, and analyzes consumer awareness on wetsuit functional factors between domestic and imported brands. This research provides basic information on presenting competitiveness and developing suitable wetsuits for the Korean body shape through an investigation of a size system. An in-depth interview was conducted to consider consumer awareness with 10 persons of different levels of scuba diving experience. The survey variables consist of classified suggestion of inquires for functional factors and size systems. We distributed 80 questionnaires to scuba diving club members; subsequently, a total of 66 usable data sets were coded for statistical analysis through SPSS WIN 18.0. The result shows that respondents preferred imported ready-to-wear brands, whereas national ready-to-wear brands were purchased less often. However, the difference in customer awareness of functional factors between domestic and imported brands was not significant. In evaluating the size system of six brands (including three domestic and three imported brands), wetsuits of domestic brands were better fitted to the Korean body shape than imported brands; however, competitiveness has been hindered by public perception that domestic brands imitate imported brands. The results suggest that domestic brands can strengthen their competitiveness through promoting a lower price and size suited to Koreans while trying to change public perception as imitators of imported brands.

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8남자경찰보호복 착용실태 및 만족도에 관한 연구

저자 : 김지현 ( Jihyeon Kim )

발행기관 : 한국의류학회 간행물 : 한국의류학회지 39권 3호 발행 연도 : 2015 페이지 : pp. 419-432 (14 pages)

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This paper examines the protective clothing satisfaction rate of riot policemen. The protective clothing currently in use is the version that underwent enhancement and was distributed in 2009. This version underwent significant enhancements compared to the protective clothing introduced in 1996 in terms of safety and body fitness; however, there is room for further enhancement in terms of activity, thermal comfort and easiness. In this research, a questionnaire survey was conducted on 386 riot policemen working at the Seoul Riot Police Station to study their use of protective clothing and satisfaction rate. The survey questions included safety, activity and body fitness in terms of functionality and comfort as well as easiness and design in terms of wearing comfort. Activity scored the lowest (2.89) in terms of functionality as well as comfort (2.40) that scored the lowest in terms of wearing comfort. It is concluded that, in order to correct deficiencies, the weight of protective clothing must be reduced and design changes must be made to eliminate unnecessary areas in clothing and facilitate faster dressing/undressing. In addition, it is strongly recommended that shock absorption materials be inserted only in vital areas in order to enhance thermal comfort.

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9계획된 행동이론을 적용한 명품 복제품의 사용과 재구매 행동에 관한 연구

저자 : 장재임 ( Jae Im Jang ) , 추호정 ( Ho Jung Choo )

발행기관 : 한국의류학회 간행물 : 한국의류학회지 39권 3호 발행 연도 : 2015 페이지 : pp. 433-445 (13 pages)

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This study examines factors that influence consumer behavior regarding the usage intentions and repurchasing behavior of counterfeits. Based on the Theory of Planned Behavior by Ajzen (1991), this study looks at the impact of attitude, subjective norm, perceived behavioral control, as well as the moral norm of consumers about intentions to use and repurchase counterfeits. An online survey was conducted on males and females over the age of 20 with previous experiences of purchasing counterfeits; subsequently, 209 responses were collected and analyzed. The covariance structure model was used to analyze the data in order to measure the factors that influence the usage of counterfeits and repurchasing behavior. The results show that attitude, subjective norm, and perceived behavioral control have significantly positive effects on usage intentions, while moral norm has a significantly negative effect on usage intentions. Usage intentions also have a significantly positive effect on repurchasing behavior and confirmed that usage intentions functions as the mediator. The variables that influence usage intentions are attitude, perceived behavioral control, moral norm, and subjective norm, in descending order. Consumer attitudes towards counterfeits is a major factor that influences usage intentions. Therefore, ethical problems should be emphasized to encourage a negative attitude towards counterfeits. This study identifies an important aspect to show that usage intentions toward counterfeits, and not purchasing intentions, influences repurchasing behavior. Findings are significant in that they reveal the role of the moral norm variable added to the TPB model.

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10패션 디자이너의 페르소나 마케팅

저자 : 예민희 ( Minhee Ye ) , 임은혁 ( Eun Hyuk Yim )

발행기관 : 한국의류학회 간행물 : 한국의류학회지 39권 3호 발행 연도 : 2015 페이지 : pp. 446-456 (11 pages)

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Many fashion designers now regard themselves as part of a visual medium that reveals their persona to the masses. They are willing to stay in the spotlight, which influences brand publicity. Designer-as-brand is an important marketing factor in regards to profits. This study combines a literary survey and case analysis of persona marketing as well as inquires on the persona of fashion designers drawing on the theory of persona. This study classifies the persona of fashion designers into four categories that proceed from what has been established above: freak, dandy, duo, and anonymity. The persona of fashion designers has attracted considerable attention over the past decade. This study provides useful information for the persona marketing of fashion designers.

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