• Fashion & Textile Research Journal
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• v.25 no.3
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• pp.291-303
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• 2023

The purpose of this study is to investigate the impact of technical acceptance factors of Chinese MZ generation consumers' use of online fashion platforms on behavioral intentions and usage behavior, and to determine whether satisfaction plays an additional role in the relationship between behavioral intentions and usage behavior. The research results can be summarized as follows. First, among the technology acceptance factors that influence Generation MZ consumers when they use online fashion platforms, it was found that performance expectancy, effort expectancy, facilitating conditions, hedonic motivation, price value, habit, and content quality significantly influence the behavioral intention to use online fashion platforms. Second, the facilitating conditions and the platform usage intention of Chinese Generation MZ consumers directly and significantly influence the usage behavior on online fashion platforms. In contrast, it was confirmed that habit does not significantly influence actual usage behavior. Third, this study confirmed the moderating effect of satisfaction on the relationship between behavioral intention and usage behavior on online fashion platforms. This research, which proposes a research model explaining the usage intention and behavior of online fashion platforms based on UTAUT2, integrating not only the organizational aspect but also the consumer aspect to empirically verify the usage intention and the final usage behavior from the general consumer's perspective, has academic significance.

• The Journal of the Korea Contents Association
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• v.22 no.2
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• pp.198-210
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• 2022

Recently, research on environmental sustainable fashion design has been conducted, but various studies on preference and purchase intention for environmental sustainable fashion products have not yet been conducted. Therefore, this paper studied the effect of the characteristics of environmental sustainable fashion products on purchase intention with preference as a mediating effect. This study focused on Generation MZ attending universities in Hubei Province, China, and a total of 350 online surveys were conducted from August 15, 2021 to August 20, 2021. Among them, 335 copies were used for the final analysis, excluding invalid questionnaires. SPSS26 and AMOS26 were used for analysis. First, the results of the analysis showed that environmental protection characteristics among the characteristics of environmental sustainable fashion products had a positive effect on preference. At the same time, environmental sustainability had a positive effect on purchase intention. Second, environmental protection and sustainability have a significant positive effect on preference. At the same time, environmental sustainability has a significant positive effect on purchase intention. Third, preference plays a significant mediating role in the relationship between the purchase intention of environmental protection.

• Journal of Convergence for Information Technology
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• v.12 no.4
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• pp.303-315
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• 2022

This study compared and analyzed Japan and China, two major competitors to Korea, in the male cosmetics market, which has been shifted dramatically by the outbreak of COVID-19, with implications for the ASEAN market in mind. Questionnaire copies collected from 300 men in Generation MZ living in Korea, China, and Japan were used for analysis, and SPSS 21.0 was used to conduct a statistical analysis of the collected questionnaires. The following are this study's results: First, this study identified their purchase behaviors. The average amount of money the male respondents spent on buying cosmetics was below KRW 30,000 in Korea, China, and Japan. Functionality and texture ranked as top factors contributing to cosmetics purchases in all the three countries. Second, with regard to brands preferred by the respondents, Korea and China were open to foreign brands, while Japan mostly preferred its domestic brands. Functionality and texture ranked as top factors contributing to cosmetics purchase in all the three countries. Second, with regard to brands preferred by the respondents, Korea and China were open to foreign brands, while Japan mostly preferred its domestic brands. Third, this study found changes in the use of cosmetics since the outbreak of COVID-19. The respondents' biggest skin concern since COVID-19 was acne in Korea and Japan and increased sebum excretion in China. Concerns about sebum were commonly ranked high across the three countries. Based on these results, this study is suggested as a reference to improve the export competitiveness of Korean male cosmetics in the ASEAN market.

• The Research Journal of the Costume Culture
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• v.31 no.4
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• pp.558-571
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• 2023

In recent years, young Chinese consumers have become more favorably inclined toward products relating to traditional culture. Therefore, this study aimed to develop a textile design that incorporates traditional Chinese patterns and cultural symbolism that will appeal to consumers from the MZ generation (millennials and Generation Z). Through a literature search for traditional Chinese patterns and symbols regarded as auspicious, our design concept and motives were established. We selected peony, lotus, and frog motifs as representative of a "wealth and eternal prosperity" design theme. In textile design work 1, we used hand drawing and watercolor techniques, color transformation with Adobe Photoshop, and colorway and end-use 3D simulation with TexPro. The 3D simulation work suggests that this textile pattern is suitable for women's outerwear, mufflers, and tote bags. Textile design work 2 conveyed the 'wealth and eternal prosperity' design theme and had a graceful mood that embodied the nobility of the lotus flower whilst also encompassing the symbolism of money and status. The end design is a modern reinterpretation of traditional Chinese patterns and motifs. As such, it is hoped that it will satisfy the needs of young consumers for cultural values yet offer a unique new aesthetic distinct from existing textile designs. These qualities can be expected to enhance the competitive market value of textiles bearing this design.

• The Journal of the Convergence on Culture Technology
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• v.9 no.1
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• pp.249-255
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• 2023

World Heritage is a very important heritage that is worth protecting and handing down to future generations. In Korea, which has a long history and culture of 5,000 years, Seowon is a great advantage in that it can develop tangible and intangible Neo-Confucian ideas shared in China and East Asia, and preserve and experience them as a unique cultural resource of Korea until the present day. In order to encourage the direct experience of this long-standing cultural heritage, the government supports the national treasury and seeks to expand the demand for tourism. Accordingly, in this study, an analysis was conducted on program satisfaction, participation, and activation plans. As a result, it was found that value to see and value to experience must coexist in order for our world heritage, which requires comprehensive and continuous management and operation, and lacks accessibility, to become a tourist attraction. Also, for this purpose, promotion and development of differentiated tourism experience contents should be carried out first.

• The Journal of the Convergence on Culture Technology
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• v.10 no.5
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• pp.323-330
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• 2024

He reality is that the college life culture of college students is gradually changing as we enter the AI era. In addition, in the aftermath of the MZ generation's employment difficulties and unemployment difficulties, freshmen begin to worry about their future from college entrance. Therefore, it is necessary to design a college life that can lead to employment from a careful plan for an efficient life in college. This study attempted to suggest a direction for college freshmen to find their career direction, starting with self-exploration, and helping them settle down in college life. In addition, a program was developed with a focus on understanding others and communicating human relationships toward fostering communities, starting with self-understanding. Weeks 1 to 5 were composed of getting to know each other, weeks 6 to 10 were made up of me, we, and weeks 11 to 15 were made up of our future. First, a program was developed so that you can understand yourself and plan your own career path based on this, present your own vision, and specify your future to draw a blueprint.We expect that the research results will contribute to the maturation of career attitudes of students participating in college life planning classes, smooth communication, reduction of school and department dropout rates, and encouragement of satisfaction and pride in school.