• Proceedings of the Costume Culture Conference
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• 2003.04a
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• pp.50-52
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• 2003

디지털 시대를 맞이한 오늘의 패션기업은 정보화ㆍ글로벌화 및 양극화된 고객의 욕구에 효율적으로 대응하기 위한 글로벌 전략이 요구되고 있는 실정이며, 아웃소싱은 차별화 된 소비자의 기호와 경쟁환경에 효율적으로 대응할 수 있어 경쟁력 강화의 주요한 수단으로 부각되고 있다. 지금까지 아웃소싱에 관한 많은 연구가 IT산업을 중심으로 수행되어 온 반면, 패션분야에서의 아웃소싱에 관한 연구는 초기단계에 있어, 점차 확산되어 가는 패션산업에서의 아웃소싱에 대하여 학문적 자료의 제시가 필요한 상황이다. (중략)

• Journal of the Korean Society of Costume
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• v.61 no.10
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• pp.119-134
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• 2011

The present study proposes and tests an integrative model for global consumers to examine the relation among fashion marketing mix, brand attitude, brand loyalty, and purchase intention in the jeans market. The questionnaire surveys 692 consumers in the United States, China, and France. The statistical analysis methods that are used are as follows: frequency analysis, factor analysis, SEM analysis, and multi-group analysis. The results show that fashionability, perceived quality, and advertising have a direct and also a positive effect on brand attitude; however, advertising didn't have a direct effect on purchase intention. In addition, the results of the SEM analysis show that brand attitude leads to brand loyalty, while also showing a direct and indirect positive effect on purchase intention. Furthermore, the multi-group analysis reveals significant differences in SEM among countries such as the United States, China, and France.

• Journal of Fashion Business
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• v.16 no.1
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• pp.26-40
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• 2012

The purpose of this study is to examine the fashion lifestyle variable of global consumers and to compare among US, Chinese and EU consumers. The data were collected in US(n=749), China(n=702) and EU(n=1083) from 2008 to 2010. For analysis, factor analysis, reliability analysis, K-means cluster analysis and chi-square analysis of SPSS 18.0 are used. The research results are as follow: First, it is shown that significant lifestyle factors of global fashion consumers are "adventure seeking", "fashion-oriented", "conspicuous consumption", "leadership", "brand-oriented", and "DIY". As a result of the cluster analysis of lifestyle types, four cross-national market segments are identified. These segments can be labeled as follows: "conservative fashion-oriented group", "passive consumer group", "neutral consumer group", "active fashion-oriented group". Second, findings also reveal that fashion lifestyle segments had meaningful differences between nationality and by year. Third, the US consumers tended to have conservative fashion-oriented lifestyle in 2008, however global consumers were changed to have active fashion lifestyle in 2010. This research will be useful to global brands in planning marketing strategies by offering specific information for global consumer fashion lifestyle.

• Journal of the Korean Society of Costume
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• v.67 no.2
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• pp.1-16
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• 2017

This study was conducted to investigate how consumer global-mindedness affects global fashion out-of-home (OOH) advertising which global consumer culture positioning applies, and to examine the relations among global fashion brand OOH advertising, perceived fashion brand globalness, perceived quality and brand reputation. Data were collected from 238 general people in 20~30s in seoul and were analyzed by using statistic methods such as frequency analysis, reliability analysis, confirmatory factor analysis and structural d modelling by running both SPSS 18.0 and AMOS 7.0 program. The results of this study were as follows. First of all, it indicated that the fit indexes were satisfied and the overall model of this study showed a favorable goodness of it from the results of confirmatory analysis. Secondly, consumer global-mindedness had a positive impact on preference towards global fashion OOH advertising. Finally, preference towards global fashion brand OOH advertising positively affected perceived fashion brand globalness, perceived quality and fashion brand reputation. The results implies that it is necessary that fashion brands fully understand consumers' tendency and the benefits of marketing can be maximized through global positioning OOH advertising on subways which makes consumers recognize fashion brands as global ones.

• Proceedings of the Costume Culture Conference
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• 2003.09a
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• pp.55-58
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• 2003

21세기 국제화 시대라고 불리는 현 사회는 다양한 기술 산업의 발달로 인하여 정보통신 기술의 시대로 접어든지 오래 되었고 소비자의 구매 방식 또한 많은 변화가 있었다. 소비자들은 이제 전자상거래(e-business)라는 방식으로 소비자 개개인의 니드(need)에 맞는 다양한 제품을 검색하고 주문하는 글로벌 마켓을 형성하고 있다. 시장 및 경쟁의 세계화와 고객 요구의 다변화로 대변되는 21세기 경영환경 하에서 대부분의 의류/패션업체들은 경쟁력의 우위를 점하기 위해 on-line사업으로 뛰어든지 이미 오래다. (중략)

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.9
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• pp.1419-1429
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• 2009

This study tests the validity of the Susceptibility of Global Consumer Culture (SGCC) Scale that is composed of three dimensions, conformity to consumption trend, quality perception, and social prestige, on Korean consumers. The study also identifies the relationships with consumer susceptibility to interpersonal influence and attitude toward purchasing global fashion brands. Utilizing the convenience sampling method, college students aged over 20 living in the Seoul metropolitan area were selected. Three hundred questionnaires were used in the statistical analysis, exploratory and confirmatory factor analysis, paired t test, and path analysis using structural equation modeling. Confirmatory factor analysis revealed that the SGCC scale measured by three dimensions fit well for young Korean consumers. Path analysis showed that identical conformity positively influences all three dimensions of the SGCC scale and that informational conformity positively influences purchasing intention toward global fashion brands. Among the three dimensions of SGCC, quality perception and social prestige positively influence purchasing intention toward global fashion brands.

• The Journal of the Korea Contents Association
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• v.16 no.9
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• pp.612-627
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• 2016

This study is research on the snack culture and fast fashion. The purpose of this study is to examine the common attributes of snack culture and fast fashion as a cultural phenomenon. The following results were obtained: First, snack culture and fast fashion have attributes of 3S represented by Speed, Short time, and Simplification. Second, snack culture and fast fashion meet consumer demands by fun and various contents and a variety of designs, respectively. Third, although snack culture has developed on the basis of information technology, fast fashion has grown based on the technological innovation of business, organization, and distribution system. Fourth, snack culture communicates with the world through opening and sharing to be globalize a context, and fast fashion is globalized to multinational corporations by increasing sales and development of scale. Fifth, snack culture has a synergistic effect by maximizing the multiple interactions through social campaigns based on the attribute to communicate with many-to-many relationship. In addition, fast fashion produces a synergistic effect through collaborative strategic alliances.

• Journal of Digital Convergence
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• v.18 no.12
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• pp.533-541
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• 2020

This study aims for investigating the consumers' reaction to the New Hanbok Style of K-pop idol groups. We collected YouTube videos and user comments that include 'Black Pink New Hanbok' as a keyword, applying social network analysis and sentiment analysis. First, the New Hanbok of Black Pink was designed as a mini-dress to make it easier to dance and turned out that it reinterpreted traditional elements modernly. Second, the issue about revealing costumes appeared as a keyword in domestic reactions, it did not appear in international reaction. Third, as a result of sentiment analysis, international audience viewed New Hanbok outfit more positively than domestic audience. This study is significant in that it suggests the direction to which New Hanbok should head to by investigating extensive consumers' reaction and finding out the positive and negative elements of New Hanbok.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.8
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• pp.837-848
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• 2012

This study examines how the overseas residence experience of Korean consumers influences the relationship of global fashion brand knowledge and brand choice confidence. We contrast two kinds of consumer brand knowledge, using the concepts of Alba and Hutchinson's expertise and familiarity. Considering the effect of positive affect on intuitive information processing, the present study investigated the role of positive affect in consumer brand knowledge and brand choice confidence link. The proposed model was tested with structural-equation analysis. The results show that expertise and familiarity effect the positive affect. Positive affect, in turn, influences brand choice confidence. The results indicate that the processes underlying global fashion brand knowledge and brand choice confidence link are different between the consumers with overseas residence experience for more than a year and the consumers without it. The route from expertise to positive affect has a significant impact on the consumers with overseas residence experience but not on the consumers without it; however, the route from familiarity to positive affect and the path from positive affect to brand choice confidence have a greater impact on the consumers without overseas residence experience than the consumers with it. We find that the consumers with overseas residence experience favor expertise in the process underlying global fashion brand knowledge and brand choice confidence link, whereas the consumers without it favor familiarity and affect based thought.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.8
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• pp.892-903
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• 2003

Korean Internet shopping malls, which provide customers not only with convenient shopping experiences but also with purchasing, warehousing, shipping, and customs clearance services, have been playing a significant role in rapidly transforming Korean consumers into global consumers especially in purchasing fashion goods. Utilizing Ajzen and Fishbein(1980)'s Behavioral Intention Model, which postulates that behavioral intention is determined by attitude and subjective norm, this study identified behavioral intentions toward purchasing foreign fashion goods through Korean Internet shopping malls and the differences of behavioral intentions according to consumers’purchasing experiences on the Internet shopping malls. The data were gathered by surveying female university students living in the Seoul metropolitan area, Korea, and 222 questionnaires were used in the statistical analysis. Mean, standard deviation, factor analysis, t-test, cross tabulation, and $\chi$$^2$ analysis were used. The results indicated that purchasers had more favorable attitudes and subjective norms and higher behavioral intentions than non-purchasers. With respect to attitude, there were significant differences in behavioral beliefs and evaluation of outcomes for the variety and scarcity value factor. With respect to subjective norm, there were no significant differences in normative beliefs and motivation to comply toward friends, people who had purchasing experiences, fashion magazines. and celebrities between the two groups.