• 한국의류학회지
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• 제24권5호
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• pp.628-639
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• 2000

The purpose of this study is to propose a model of private brands proneness form-ation considering the six private brands proneness-related variables simultaneously. Since the theoretical framework is based on previous research in various areas, it serves as an integrative one. Data were collected via intercept surveys conducted at nine regional branches of two major department stores situated in Seoul. Participants(n=1,120), who had previously purchased women's private brand apparel, were asked to complete a questionnaire during two weeks from March 15, 1999 to March 28, 1999. LISREL and SPSS PC+ were used to test the model and analyze its variables. The fitness of the model show the reasonable fit between all indices(RMSR=.036, GFI=.99, AGFI=.92, and NFI=.95). The proposed model supports all the hypothesized relationships. Private brands proneness increases as perceived money value of products, familiarity, positive store image of private brands, and satisfaction of individuals' differentiated needs increase. Furthermore, perceived money value of products increase as perceived risk of private brand purchase and perceived quality variation between private brand products and manufacture's products decrease.

• 한국의류학회지
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• 제37권1호
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• pp.51-63
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• 2013

This study investigates the effect of verbal and nonverbal communication on customer emotions and service quality perceptions. The subjects used in this study were customers of a fashion shop in Sunchon South Korea. The questionnaires were conveniently sampled from July 2010 to August, 2010. Questionnaire data from 335 customers of a national brand were analyzed through a reliability analysis, factor analysis, and multiple regression analysis. The results of this study are as follows. First, it was found that the verbal communication of service providers have a significant impact on customer emotion. Second postures/proxemics and physical appearance/paralanguage (out of 3 factors of nonverbal communication) have significant (+) influences on the positive emotion of customers and kinesics have significant (-) effects on the negative emotion of customers. Third, the verbal communication of service providers has a considerable impact on customer service quality perceptions. Forth, given the relationship between non-verbal communication and service quality, it was represented that all factors (postures/proxemics, physical appearance/paralanguage, and kinesics) of nonverbal communication, have significant positive influences upon customer service quality perceptions. Fifth, it was found that customer emotions have a significant impact on customer service quality perceptions.

• 한국의류학회지
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• 제42권6호
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• pp.962-976
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• 2018

This study examined: 1) the influence of 3 social presence types including shopping companions, other consumers, and sales associates on the consumer's purchase decision at a retail store; 2) the difference in the influence by shopping situation involving shopping together or shopping alone; and 3) the differences by consumer susceptibility to social influence and self-confidence. The study conducted three experiments with the retail shopping scenario manipulating consumer's positive self-evaluation, but lack of confidence after trying on a clothing product. Experiment 1 and Experiment 2 examined the positive influence of social presence while Experiment 3 examined the negative influence. The results showed that the positive comment of a shopping companion had the highest influence on the purchase decision. Such impact was more observable under the low susceptibility to normative influence. The negative comments of sales associate and shopping companion lowered the purchase decision. There was no difference by shopping situation. The results imply that influences of social presence on the consumer's purchase decision are different by positive or negative comments and such influences are not different by shopping situation.

• 한국의류학회지
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• 제44권4호
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• pp.676-690
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• 2020

This study proposes a research model that examines the impact of perceived technological innovativeness on curiosity and fun, which influence revisit and word-of-mouth intentions for an augmented reality store. Data was collected from 189 female consumers in their 20s and 30s living in the Seoul metropolitan area using a convenient sampling method. The results of the study were summarized as follows. First, perceived technological innovativeness was found to have positive effects on curiosity and fun. Second, curiosity had a positive relationship with fun. Third, curiosity had positive effects on revisit and word-of-mouth intention toward the augmented reality store, while fun had no effect on revisit and word-of-mouth intention. Fourth, curiosity mediated the relationship between perceived technological innovativeness and revisit intention, and between perceived technological innovativeness and word-of-mouth intention. The introduction of innovative technology in the offline store leads to a positive response through curiosity rather than fun; therefore, it is suggested that fashion companies develop and utilize augmented reality content that stimulates more curiosity.

• 한국의류산업학회지
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• 제17권4호
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• pp.574-587
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• 2015

This quantitative study helps develop a measurement tool for consumer experiences inside and outside of a fashion brand store in a large shopping center along with a previous qualitative study that utilized a consumer interview. An expert group interview was conducted to verify the result of the previous qualitative study. Subjects were selected through convenient sampling. A self-administered questionnaire was developed to collect the data. We used 666 questionnaires for data analysis. To analyze data, reliability analysis, factor analysis, correlation analysis and measurement equivalence verification were conducted with a statistical package of SPSS 21.0 and Amos 18.0. We used 27 questions in 8 factors for consumer experience inside of the fashion brand store: fashion product, VMD, salesperson responsiveness, salesperson specialty, salesperson's special treatment, salesperson's respect for customers, and positive/negative emotion. We used 27 questions concerning seven factors for the consumer experience outside of a fashion brand store that encompasses a large shopping center: experience with brand and product category diversity, experience with promotion and event, esthetic experience, experience with culture and entertainment, experience with recreational behavior, experience with reputation and sense of pride, and experience with customers.

• 한국의상디자인학회지
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• 제17권3호
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• pp.1-11
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• 2015

This study comparatively analyzed the images and preference of lighting space using the emotion-based technique in order to effectively use it in clothing shops and fashion marketing. In terms of color temperature for light sources, 2,800K of lamp color, 6,500K of daylight color and 4,200K of white color were used. For the assessment, sensory evaluation technique was used. Then, the study found the followings: In terms of the image of lighting space by light source, different images were observed by light source with significant difference by the evaluation category. For factor analysis by the evaluation category, 7 factors were extracted. Among them, evaluation on lighting space was influenced by the following three images: modern space, elegant space and classical space. In particular, the modern space comprised of the following adjectives had the biggest effect on the assessment of the image of lighting space ('refreshing,' 'transparent,' 'bluish,' 'bright' and 'non-classical') (primary evaluation 30.13%). According to assessment on the preference of lighting space, the respondents' most favorite lighting space was 4,200K while their least favorable one was 6,500K in terms of color temperature. In terms of preference by the image of lighting space, they didn't like 'non-elegant' and 'non-beige' images even though they had the images of modern space. Therefore, it was confirmed that beige and elegant space images have an effect on the preference of lighting space.

• 한국의류학회지
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• 제31권8호
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• pp.1202-1210
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• 2007

The purpose of this study was to identify factors of shopping orientation and factors of preferred stores for female shoppers aged from 45 to 64. Also women's markets for these ages were segmented based on their shopping orientation, and consumer groups were compared in terms of demographics and preferred store characteristics. Data from 238 women aged between 45-64 were collected by survey method and used for statistical analyses. Factor analysis, cluster analysis, $X^2$ test, F test, Duncan test were done. The results were as follows. First, five shopping orientation factors, such as high involvement, fashion orientation, brand orientation, other people orientation, and economic orientation were found. Second, five factors of preferred store characteristics were identified. They were store environment, product characteristics, trend and brand, accessibility, and sales personnel factors. Four consumer groups of brand pursuing, fashion pursuing, other-dependent, and high-involvement were classified. Those consumer groups showed significant differences in terms of demographics and preferred store characteristics. In conclusion, Korean women aged 45-64 were shown to have some differences in their shopping orientation compared with young women and to differ in preferred store factors among their groups.

• 한국의상디자인학회지
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• 제9권3호
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• pp.133-149
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• 2007

Amid a wave of informatization, the world is allowing diverse exchanges and cooperations in the global village to be promoted. And, a change in the life environment and the consumption pattern allows the key word in distribution revolution called 'online' and 'emotion' to be recalled. As the emotion is being positioned as the trend of the new era, this study has its significance in that even the fashion industry desperately requires the emotion marketing aiming at the artistic value and practicality in fashion and the creation in value-added, and requires the development and utilization plan for diverse VMD programs on the rational dress shop, like the successful case of the trendy shop such as America's large bookstore 'Barnes & Noble.' Accordingly, the purpose of this study is to design and suggest the virtually trendy dress shop as one plan of utilizing VMD, by examining about the fashion business environment and about 'emotion trend' according to the consumer purchase needs, and through researching into the cases of the trendy dress shops with the emotion marketing. The virtual trendy dress shop 'Muse,' which was proposed as its research result, was designed with having the main concept as urban naturalism, which points to the urban and sophisticated coordination, and to the simple personality and rational value, as one method of utilizing VMD in the differentiated dress shop. And, it is desired to be performed the researches on the development and the utilization plan for diverse VMD programs in the dress shop down the road.

• 한국의류학회지
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• 제22권6호
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• pp.679-690
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• 1998

미국 오하이오주 남서쪽에 위치한 Seip 토루군(100 B.C.-A.D. 500경)의 출토유물들에 대하여 현미경으로 관찰되는 인피섬유의 형태학적 손상을 분석하였다. 형태학적 손상이란 외부로부터의 물리적 혹은 화학적 요인에 의해 섬유은 표면과 내면에 발생하는 형태변형을 말한다. Seip직물에 포함된 인피섬유의 형태학적 손상 정도는 본 연구를 위해 제작된 인피섬유손상지로(IBFM)의 점수의 합으로 나타내었다. Seip직물들은 육안으로 보았을 때 우선 숯과 같이 검은 색을 띄고 있는 직물들과 그렇지 않은 직물군으로 분류되었는데 발굴보고서에 설명된 시신과 관련 부장품들의 수습상황으로 미루어 볼 때 검게 된 직물군은 부분적으로 하장된 시신의 부장품이었으며 검게 되지 않은 직물군은 일반매장된 시신의 부장품으로 보였다. Seip직물들은 다시 서로 다른 조직에 따라 분류되는 직물군으로 나뉘어 질 수 있었는데 본 연구에서는 이들 중 가장 빈번히 보이는 교차쌍 위사 트와인조직(Spaced alternate-pair weft-twining)으로 만들어진 직물군과 그 밖의 조직으로 되어 있는 직물군으로 나누고 이들을 각각 얼터씨이트(Alternate)와 기타조직(Pooled)으로 명명하였다. 본 연구에서는 Seip직물들 간에 매장법에 의해 손상정도의 차이가 발생했으며 특히 부븐적으로 화장된 직물과 그대로 묻혀진 직물들 간에 섬유손상 정도의 차이가 있었을 것으로 좌고 이를 확인하기 위해 검게된 직물군과 검게 되지 않은 직물군 간에, 그리고 얼터네이트와 기타조직으로된 직물군들 간에 IBFM 점수의 차이가 있는지 조사하였다. 섬유의 형태학적 손상은 광학현미경과 주사전자현미경을 사용하여 분석하였으며 분석에 이용된 총 샘플수는 총 132개였다. 수집된 데이터는 t-test를 이응하여 분석 하였다. T-test의 분석결과 Seip 직물들은 검게된 직물군과 검게되지 않은 직물군 사이에서 유의한 손상 정도의 차이를 볼 수 있었으며 반면에 조직에 따른 분류에서는 유의한 차이를 볼 수 없었다. IBFM의 평군점수를 비교하면 검게된 직물군보다 검게되지 않은 직물군이 더 높은 점수를 나타내어 후자가 더 많이 손상된 것으로 보여졌다. 7개의 손상형태를 독칩적으로 보았을 때 섬유속의 분리정도 (degree of bundle separation) , 횡금(transverse crack) , 그리고 횡선 (transverse striations) 이 검게된 직물군과 검게 되지 않은 직물군 사이에서, 섬유속의 분리정도, 종금(lengthwise striations)과 횡금이 얼터네이트와 기타조직 사이에서 각각 유의한 차이를 보였다.

• 패션비즈니스
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• 제25권2호
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• pp.18-33
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• 2021

This study sought to understand the clothing consumption values of male consumers and analyze the attributes of online fashion multi-brand stores. The study examined the effect of clothing consumption values of male consumers on the perceived attributes of online fashion multi-brand stores and use intention. The study also aimed to investigate whether online information search moderated the relationship between the perceived attributes of online fashion multi-brand stores and use intention. An online survey of male consumers in their 20s and 30s was conducted, and a total of 338 responses were analyzed. The SPSS 24.0 program was used to perform frequency analysis, factor analysis, reliability analysis, regression analysis, and stepwise-regression analysis. The results are as follows. First, fashionableness out of the four attributes of online fashion multi-brand stores (fashionableness, entertainment, variety, and scarcity) influenced the practical and conspicuous values of clothing consumption values. Entertainment had a significant effect on all clothing consumption values. Variety had a significant impact on practical and conspicuous values and the scarcity factor influenced epistemic and conspicuous values. Second, while entertainment, variety, and scarcity influenced sharing intention, fashion, entertainment, and variety influenced purchase intention. Third, online information search moderated the relationship between the perceived attributes of online fashion multi-brand stores and sharing intention but not purchase intention.