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한국의류학회> 한국의류학회지> A Study on Visual Behavior for Presenting Consumer-Oriented Information on an Online Fashion Store

KCI등재SCOUPUS

A Study on Visual Behavior for Presenting Consumer-Oriented Information on an Online Fashion Store

Dahyun Kim , Seunghee Lee
  • : 한국의류학회
  • : 한국의류학회지 44권5호
  • : 연속간행물
  • : 2020년 10월
  • : 789-809(21pages)
한국의류학회지

DOI

10.5850/JKSCT.2020.44.5.789


목차

Ⅰ. Introduction
Ⅱ. Background
Ⅲ. Methods
Ⅳ. Results
Ⅴ. Conclusion
References

키워드 보기


초록 보기

Growth in online channels has created fierce competition; consequently, retailers have to invest an increasing amount of effort into attracting consumers. In this study, eye-tracking technology examined consumers' visual behavior to gain an understanding of information searching behavior in exploring product information for fashion products. Product attribute information was classified into two image-based elements (model image information and detail image information) and two text-based elements (basic text information, detail text information), after which consumers' visual behavior for each information element was analyzed. Furthermore, whether involvement affects consumers' information search behavior was investigated. The results demonstrated that model image information attracted visual attention the quickest, while detail text information and model image information received the most visual attention. Additionally, high-involvement consumers tended to pay more attention to detailed information while low-involvement consumers tended to pay more attention to image-based and basic information. This study is expected to help broaden the understanding of consumer behavior and provide implications for establishing strategies on how to efficiently organize product information for online fashion stores.

UCI(KEPA)

I410-ECN-0102-2021-500-001252861

간행물정보

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


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This study investigates the influence of social exclusion type and presence of others on consumers' on-going purchase intention when purchasing fashion luxury goods. This study also identifies the moderating role of self-efficacy in which the interaction effect of social exclusion type and presence of others on on-going purchase intention. For the experiment, 2(social exclusion type: being ignored vs being rejected)×2(presence of others: presence vs absence)×2(self-efficacy: high vs low) factorial design was used. The findings of this study are summarized as follows. First, the result showed that there was no difference in on-going purchase intention according to social exclusion type. Second, the result showed that there was a significant interaction effect between social exclusion type and presence of others. Third, the three-way interaction effect of social exclusion type, presence of others, and self-efficacy was statistically significant. The results of this study provide useful information on which direction is needed to mitigate negative consumer behavior caused by social exclusion at the service interface.

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7Q방법론을 적용한 노년 여성의 브래지어 착용에 대한 인식 유형 연구

저자 : 차수정 ( Su Joung Cha )

발행기관 : 한국의류학회 간행물 : 한국의류학회지 44권 5호 발행 연도 : 2020 페이지 : pp. 893-905 (13 pages)

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This study analyzed the perception types of women over the age of 60 in regards to attitude and the effect of wearing brassiere. In addition, it was also to provide the basic data demand for the development of a brassiere for elderly women. Q methodology was used for this study. Analyze the data using the QUANL pc program. Type 1 was the nipple cover non-preferred type. Type 1 thought brassiere has uplifting effect, but is uncomfortable and only worn when going out. Type 2 was a function-oriented preference type. They wore a brassiere for beauty and psychological satisfaction. The brassiere push-up the breast and enhanced volume. Type 3 was the pursuit of vibration reducing and beauty type. The brassiere reduced breast vibration and kept armpits comfortable. The brassiere was worn for beauty. In the future, the actual development of brassieres for elderly women should be investigated for wearing sensation and satisfaction.

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8천연 괴화 염색 면직물의 자외선 차단 효과

저자 : Lkhagva Narantuya , 안춘순 ( Cheunsoon Ahn )

발행기관 : 한국의류학회 간행물 : 한국의류학회지 44권 5호 발행 연도 : 2020 페이지 : pp. 906-922 (17 pages)

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Efficacy of Flos Sophorae as UV protective dye was examined in comparison to standard dyes of quercetin and rutin. Cotton was dyed using Flos Sophorae extract, quercetin, and rutin with 2 different concentrations for each dye. Each type of dyeing applied a temperature of 70oC or 90oC and a time of 30 min or 60 min. Color values of dyed samples were examined using a spectrocolorimeter. HPLC-DAD analysis indicated the amount of quercetin and rutin contained in Flos Sophorae used in the study. UPF values of dyed samples were measured using an ultraviolet transmittance analyzer. Experimental results indicated that dyeing cotton with Flos Sophorae extract, quercetin, or rutin increased the UPF value and decreased the UVA and UVB transmittance (%) regardless of dyeing conditions. A higher rank of UPF values were shown in cotton dyed using the Flos Sophorae extract that implied the possible concerted effect of quercetin, rutin, and flavonoid compounds contained in Flos Sophorae. The results indicated that Flos Sophorae is an effective natural dye that can improve the UV protective function of summer cotton fabric.

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9Wearable Designs for Hair Designers with 3D Virtual Images and 3D Printed Models

저자 : Na Rae Byeon , Sumin Koo

발행기관 : 한국의류학회 간행물 : 한국의류학회지 44권 5호 발행 연도 : 2020 페이지 : pp. 923-949 (27 pages)

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Improving work efficiency and satisfying customers through personalized services is becoming more important in an increasingly competitive hair industry. Wearables may help to improve hair designers' work efficiency and customer satisfaction by analyzing customer and hair designers' conditions and provide hair stylingrelated data. However, there is limited research on developing wearables for hair designers (WHDs), and many existing wearables were developed without understanding user needs and perceptions. This research investigated preferences, perceptions, and intentions on WHDs based on hair designers in the U.S., which is the largest hair market. Specific design options that hair designers preferred and possible options to meet requirements that hair designers expect for wearables were identified and suggested in WHD design guidelines. Second, most people preferred a WHD design of a black-colored bracelet/watch that can be a necklace designed with preferred functions; in addition, 3D virtual images and 3D printed models were prototyped. Third, developed designs were evaluated. More than 70% of users were satisfied and considered it as useful and easy to use, with an intention to purchase. The results are expected to provide insights to designers when developing WHDs.

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10페이즐리 오너먼트를 활용한 패션텍스타일 디자인의 현대적 특징 연구

저자 : 정하정 ( Ha Jeong Chung ) , 박주희 ( Juhee Park )

발행기관 : 한국의류학회 간행물 : 한국의류학회지 44권 5호 발행 연도 : 2020 페이지 : pp. 950-968 (19 pages)

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This study derives the modern characteristics of the paisley ornament through an analysis of the paisley ornament shown in fashion since the 2010s based on a theoretical review of the paisley ornament used in Kashmir India shawls for artistic inspiration in the fashion-textile field. It classified the paisley ornament in fashion since the 2010s into types of 'basic structure of body and coif', 'abnormal paisley ornament shapes', 'complex structure of paisley ornament', 'complex structure with other motif', 'a pair of symmetrical reflection motif', 'regular of repetitive arrangement', 'complex arrangement of irregularity and regularity' and 'free arrangement of irregularity'. A comparative analysis with the historical paisley ornament shows that paisley ornaments have contemporary characteristics like 'Bisector structure of centerline in criterion of the body', 'Composite structure of extended 1-repeat', and 'Free structure of engineered placement'. A modern design was inspired by the historical art forms; however, it was used in free utilization of motifs and patterns in terms of size, direction, proportion and space. These were the expression of a design identity that originated from the aesthetic ability and career of a designer as well as the technology of computer programs for the improvements in time and cost efficiency.

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