• Journal of the Korean Society of Clothing and Textiles
• /
• v.24 no.3
• /
• pp.393-400
• /
• 2000

기술적 혁신과는 달리 상징적 혁신(symbolic innovation)은 기존 제품에 부가된 사회적 의미가 변화함으로서 창조된다. 따라서, 상징적 혁신에서 새로운 사회적 의미와 관련된 속성은 기능적 속성만큼이나 중요하다. 본 연구는 상징적 혁신의 대표적인 의류제품을 이용, 패션혁신행동에 영향을 미치는 인지된 혁신속성(perceived innovation attributes)을 구별하고, 패션혁신행동의 두 유형(구매와 사용)에 미치는 이러한 속성의 영향을 고찰하였다. 대학생 집단을 표본으로 이용, 설문지 조사를 통해 수집된 515부의 응답지가 분석되었다. 인지된 혁신 속성은 유사성(compatibility), 기능적 상대적 잇점, 사회적 상대적 잇점, 인지된 위험으로 구분되었다. 의복흥미가 구매와 사용 두 측면의 패션혁신행동에 영향을 주었으나 인지된 혁신속성은 사용측면에만 영향을 주었다. 유사성과 기능적 상대적 잇점이 사용혁신행동에 긍정적 영향을, 인지된 위험이 부정적 영향을 미쳤다. 혁신속성이 영향을 미치지 않은 반면 의류소비정도가 구매혁신에 영향을 주었다. 본 연구의 결과는 사용혁신성이 높은 소비자는 구매혁신성이 높은 소비자보다 혁신속성의 평가에 더 관여한다는 것을 시사한다.

• Journal of Global Scholars of Marketing Science
• /
• v.14
• /
• pp.59-80
• /
• 2004

As industrial development standardizes the quality of products, people are increasingly attracted by a certain brand with intangible value. Consumers, surrounded by a variety of brand in a market, want to have relationships with specific brands reflected by their personality. Especially in fashion, brand personality is more important since products are highly involved in terms of personal emotion. The purpose of the study is to identify the dimension of overall fashion brand personality, to specify the 'Dimension of Fashion Brand Personality' according to fashion product categories (i.e., formal wear, casual wear, sports wear), and to investigate the effect of each dimension of fashion brand personality on brand preference and purchase intention. The results were as follows: Firstly, based on Aaker(1997)'s 'Big five factors' and selection fashion brand personality factors from our pretest, the fashion brand personality factors were verified as 'Fashionable/ Innovative', 'Sincere', 'Universal! Stable', 'Professional'. Secondly, according to fashion product categories, brand personality was defined as below. Brand personality for formal wear included 'Innovative/ Active', 'Stable', 'Professional', and 'Universal'. Brand personality for casual wear included 'Fashionable/ Innovative', 'Active', 'Sincere', and 'Stable'. Brand personality for sports wear included 'Innovative', 'Social', 'and 'Sincere'. Finally, overall fashion brand personality factors (' Sincere', 'Universal! Stable', 'Professional') influenced on brand preference and purchase intention. In formal wear, 'Professional' influenced on brand preference and purchase intention. In casual wear, 'Active' influenced on brand preference, but 'Fashionable' and 'Sincere' influenced on purchase intention. In sports wear, 'Sincere' influenced on brand preference and 'Innovative' influenced on purchase intention.

• Science of Emotion and Sensibility
• /
• v.19 no.2
• /
• pp.43-54
• /
• 2016

The purpose of this research was to analyze the effect of consumer innovativeness on the evaluation of online fashion advertisement sustainability and on purchase intentions of advertising products. Online survey have been conducted of 573 people who had experience of online advertisements. The data collected from the surveys were analyzed by the factor analysis, the t-test and the multiple regression analysis. the results are as follows: Firstly, it has been identified that the concept of sustainability of online fashion advertisement consists of four sub-elements of the objectivity of advertisement expressions, the non-harmfulness of advertisement expressions, the protection of personal information, and the non-infringement of web use. Secondly, the group that has a higher consumer innovativeness shows a significantly higher experience of online advertisements as well as more many internet use hours than those who have a lower consumer innovativeness. In addition, comparing with the group that shows lower consumer innovativeness, the group who has higher consumer innovativeness shows a significantly higher recognition of the protection of personal information, the non-infringement of web use and the objectiveness of advertisement expressions among the sub-elements of online fashion advertisement. Lastly, the objectiveness of advertisement expressions and the non-infringement of web use significantly affect the intentions of the group that has high consumer innovativeness to purchase advertised products, and the purchase intentions of those who have low consumer innovativeness are significantly affected by the objectiveness of advertisement expressions and the protection of personal information.

• Journal of Distribution Research
• /
• v.10 no.2
• /
• pp.73-97
• /
• 2005

The importance of emotional factors like as product aesthetics, branding strategies and service quality is increasing in today's marketplace. At the point of fashion product purchases, emotional factor is mainly related to personal selling. Rasearches related to job aptitudity of fashion salesperson are necessary as their role becoming more serious. This study was designed (1) to determine factors of job aptitudity of fashion salesperson; and (2) to examine relations between job aptitudity of fashion salesperson and other variables: demographics, job statistics, fashion involvement fashion innovativeness, ongoing information searching and job satisfaction. As a result, job aptitudty of fashion salesperson was determined into six dimensions by factor analysis: product knowledge, professionalism, involvement to the present profession, marketing cooperator, customer orientation and self management. Marketing cooperator and product knowledge was relatively !ow compared to other aptitudity factors. This finding suggests that the special education programs including textile/fashion product knowledge and value of field information for fashion salesperson is needed to enhance the integrated fashion marketing. The job aptitudity of salesperson was correlated with fashion involvement, fashion innovativeness, ongoing information searching, and job satisfaction. The job aptitudity-related scales which showed significant relation to job aptitudity in this study could be used as the index to examine the job aptitudity of potential employees of fashion retail company.

• Journal of Digital Convergence
• /
• v.20 no.4
• /
• pp.499-512
• /
• 2022

The purpose of this study was to first look at genderless concepts that are different from Unix, and by grasping the trend of genderless clothes in modern fashion and examining their characteristics, we looked at genderless trends and characteristics in modern fashion. To this end, this study conducted a theoretical review and collection case analysis through domestic and foreign literature and fashion websites. Based on this, the characteristics of genderless clothes expressed in the collection were derived by analyzing designs with strong genderless tendencies in modern collections. As a result of the study, genderless fashion in modern collections could be derived from three visible results: innovation, rebellion, and future-oriented. In addition, modern genderless fashion contains various needs for mental gender and physiological gender, not simply physiological gender, and this is seen by interacting with the current social phenomenon in which gender distinction becomes ambiguous. Understanding and studying the genderless phenomenon, which has become a cultural phenomenon and popularity, hopes that many follow-up studies related to genderless clothes will be conducted in the future.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.15 no.1
• /
• pp.1-19
• /
• 2013

본 논문은 모바일 패션 쇼핑의 소비자 행동을 설명하기 위해 모바일 패션소비자의 유행선도력(유행선도성향, 의견선도성향, 선도잠재성향)과 모바일 상거래 특성(모바일 편재성, 모바일 개인화, 모바일 위치성)을 패션 수용상황에 적합한 기술수용 관점에서 관련성을 제시하여 시사점을 도출하고자 한다. 본 조사는 모바일 인터넷 서비스 및 커머스를 1회 이상 이용해 본 경험이 있는 패션 소비자 406명을 자료 분석에 사용하였으며, 분석 결과는 다음과 같다. 첫째, 패션소비자의 유행선도력의 유행선도성향과 선도잠재성향은 지각된 가치에 유의한 영향을 미치는 것으로 나타났다. 둘째, 패션소비자의 모바일 상거래 특성의 편재성은 지각된 가치와 지각된 유용성에 유의한 영향을 미치는 것으로 나타났다. 셋째, 모바일 패션커머스에 대한 지각된 가치는 지각된 유용성과 수용태도에 유의한 영향을 미치는 것으로 나타났다. 넷째, 모바일 패션커머스에 대한 지각된 유용성은 수용태도에 유의한 영향을 미치는 것으로 나타났다. 다섯째, 모바일 패션커머스에 대한 지각된 신뢰는 지각된 유용성과 수용태도에 유의한 영향을 미치는 것으로 나타났다. 이 결과로 패션 소비자의 유행선도력과 모바일 상거래 특성이 패션 모바일 커머스를 확산하는 능력을 지녔음을 제시한다. 또한 기존 연구에서의 패션상품 구매의도 형성요인들과 통합할 경우, 보다 설명력 있는 확장된 혁신수용 모델이 개발될 것으로 예상된다.

• Fashion & Textile Research Journal
• /
• v.20 no.6
• /
• pp.669-678
• /
• 2018

With increasing concerns about environmental issues that can result from apparel and textile disposal, the recycling methods for discarded fashion products have gained significant attention. As the influential drivers of consumer purchasing and consuming behaviors, fashion innovativeness and fashion involvement can play important roles in forming consumer attitudes toward apparel recycling. The purpose of this study was to (1) investigate consumer attitudes toward three different methods of apparel recycling including resale, reform, and donation, (2) examine the effects of fashion innovativeness and fashion involvement on consumers' apparel recycling attitudes, and (3) identify gender difference in the relationships among fashion innovativeness, fashion involvement, and recycling attitudes. Using a web-based survey, data were collected from 281 Korean consumers who were in their 20s and 30s. Overall, both male and female consumers revealed the most favorable attitudes toward apparel recycling through donation, followed by reform, and resale. The findings suggest that consumer traits, such as fashion innovativeness and fashion involvement, are important factors predicting male consumers' apparel recycling behaviors. Those male consumers who perceive fashion as important were more interested in apparel recycling than those males who put low importance on fashion. Male fashion innovators were less likely to recycle their unused and old apparel items. Further studies identifying antecedents of female consumers' attitudes toward apparel recycling are warranted.

• Proceedings of the Korea Contents Association Conference
• /
• 2018.05a
• /
• pp.565-566
• /
• 2018

3D프린팅으로 인한 제품 및 공정의 혁신은 비즈니스모델에도 커다란 영향을 미친다. 3D프린팅은 제작시간절감, 정밀성향상, 소재개발 등의 단점을 극복하기 위해 다양한 기술을 통해 신산업을 이끌어갈 원동력으로 작용하고 있다. 본 연구는 3D프린팅 기술이 활용된 패션제품의 사례를 탐구하여 각 제품유형별 특징을 고찰하고, 창의적인 아이디어의 구현과 고객만족을 위한 생산기술의 효율성에 3D프린팅의 기술을 활용도를 통해 패션산업의 발전방향을 모색하고자 한다.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.21 no.2
• /
• pp.1-13
• /
• 2019

The objectives of this study are (1) to classify fashion consumers based on innovativeness and nostalgia and (2) to explore the differences in product purchase criteria, fashion information sources, and attitudes toward eco-friendly and fast fashion products among the identified groups of consumers. A total of 327 respondents were clustered into four distinct groups: (1) high innovativeness and low nostalgia, (2) high innovativeness and high nostalgia, (3) low innovativeness and high nostalgia, and (4) low innovativeness and low nostalgia. The four groups showed significant differences in the purchase criteria of quality, design, and brands and no difference in the criteria of functionality and washing methods. The four groups preferred different sources of fashion information: fashion magazines, people in the street, and salespeople, but did not differ in terms of social networking services (SNS) and in-store displays. While the four groups had significantly different attitudes toward eco-friendly fashion products, they did not show differences in attitudes toward fast fashion products, excluding usefulness. These meaningful results provide guidelines for developing more effective merchandising strategies for both eco-friendly and fast fashion products.

• Journal of Digital Convergence
• /
• v.18 no.7
• /
• pp.405-410
• /
• 2020

Fashion is a visual means of expressing identity, position, marital status, personal inclination, etc. along with beauty, and it is an important practical cultural heritage that can infer past lifestyle habits. In modern society, fashion such as women's suits, high heels, hats, gloves, handbags, necklaces, etc., as well as beauty such as hair, make-up and nail art. It is a model of innovative women's prize and presented a sample of femininity that responds to the radical development of science and technology in the 21st century. Therefore, it is a driving force for a genuine gender equality society. It serves as a stepping stone for futuristic future design. This study, which analyzed the factors of women's sexuality from the viewpoint of beauty college students in the fashion style of the newcomers, makes it possible to present a sample of women' s sexuality that establishes constructive self - help theory. It is thought that a solid foundation of femininity will be provided.