• Journal of Fashion Business
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• v.15 no.5
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• pp.129-143
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• 2011

The purpose of this study is to classify fashion brand app types through current fashion brand app releases. To this end, this study used Internet Web, articles, newspapers, and existing studies on brand applications as well as the data that were analyzed after downloading the relevant brand app. Firstly, this study aimed to analyze rapidly growing smartphone market and brand app market situations and look into brand app's own characteristics from the corporate marketing perspective. In addition, the study divided the types into a basic information type and an additional information type by analyzing functions of 30 fashion brand apps. As the result, the basic information type contains product info, store info, fashion info, and coordination info. The additional information type contains entertainment, hobbies, life info, mutual experiences, and sharing services. According to the divided fashion brand app types, the goals of companies also can be divided as three. Firstly, the aim is to expand sales, secondly to improve brand awareness, and lastly to build customer relationship. Consequently, companies will have to select brand app types suitable for their goals and provide to consumers.

• Journal of Korean Society for Quality Management
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• v.47 no.2
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• pp.237-254
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• 2019

Purpose: The purpose of this study is to analyze correlation of perceived cosmetics brand apps attributes and use intentions, mediating role of customer satisfaction, and relationship between customer satisfaction and continuous usage intention. Then provide basic data for development management strategy of beauty industry and enhancement of competitiveness corresponding to smart era. Methods: The questionnaires were surveyed by an online company(EMBRAIN). After data collection, frequency analysis was performed on the general attributes of questionnaire survey using SPSS 22.0, and data conclusions were derived by verifying reliability and validity of data and hypotheses. Results: First, perceived cosmetic brand app attributes have a positive effect on customer satisfaction, Second, perceived cosmetic brand app attributes have a positive effect on continuous usage intention. Third, customer satisfaction was found to have a mediating role in the effect of perceived cosmetic brand app attributes on continuous usage intention. Fourth, involvement proved to control the relationship between perceived cosmetic brand app attributes perceived interactivity and customer satisfaction. Finally, Involvement has proven to control the relationship between cosmetic brand app attributes perceived interactivity and continuous usage intention. Conclusion: Consumers buying products from cosmetics brand apps will be more likely to use cosmetics brand apps if they feel comfortable with calculation process, search, booking confirmation and payment methods.

• Journal of the Korean Society of Costume
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• v.64 no.1
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• pp.136-151
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• 2014

This study systematically analyzed types of fashion brand application focusing on accounts created in Korea. While referring to 'Chanel' which has developed a fashion brand app for the first time in August of 2008, not only for App store by Apple Inc. of the greatest market share but also for Android market, the one and only competitor of App store, the study examined cases of fashion brand app in Korea and foreign countries which have been in service till August of 2013 since the year of 2008. To achieve the research goal, the study conducted a literature research and a case review, categorizing the app by their distinctive functions which were Basic Information, SNS, AR, LBS, Entertainment, Mobile Shopping and Live Streaming. As for the first function, Basic Information, it was considered to provide information on a brand such as prices, sizes and colors of products which should be the most fundamental function of a fashion brand. The function would include look book, catalogues, photographs and others of products, helping users of the app with their understanding on images and concepts of the brand. Second, SNS function was considered useful for its mobility and communication and with the help of theirs, the users share fashion information with each other. Third, AR function as in a filed of virtual reality would edit virtual objects to look real in an actual environment. This would eventually offer the users a chance to try for clothes virtually. The fourth function, LBS, would work with GPS to find a store closest from a present location. This would be a help when the users try to find stores holding promotion events or trails while hiking in mountains. The fifth Entertainment function would include all sorts of games and chances for the users to listen to music and keep fashion diaries. The sixth function, Mobile Shopping, would help the users purchase items online via the app as they would not visit a store in person. The seventh function, Live Streaming, would give the users chances to actually see fashion collections in real time, held all over the world in every season. Because of this function, not only fashion experts but also regular people have become able to enjoy the fashion shows. The distinctive characteristics of the fashion brand application discussed in the study will be a useful reference when any relevant fields try to design other new fashion brand application.

• Journal of Fashion Business
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• v.17 no.4
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• pp.149-163
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• 2013

This study investigated the effects of smart phone usage motives and fashion brand app factors upon the intention to accept fashion brand applications. Data were collected from 250 female college students living in Seoul and Gyeonggi-do. 220 reliable data were analyzed by frequency, factor analysis, Cronbach's alpha, ANOVA,, Duncan test, paired t-test, chi-square analysis, regression. The results were as follows: Firstly, the 'information acquisition' and the'use of time' were considered to be the most important motive factors driving consumer's smart phone usage. Secondly, the motives underpinning smart phone user's intention to accept a fashion brand application were 'social relationships', 'entertainment', and 'information acquisition'. Thirdly, the frequently used factors during the usage of fashion brand application could be classified in order of frequency as follows: 'product information provision', 'store information provision', 'coordinated information provision', 'fashion information provision', 'entertainment provision', 'hobbies and life information provision', virtual wearing provision', 'SNS provision', and, 'events and coupons provision'. Fourthly, a factor analysis of these nine factors were classified into 'basic information type', and 'additional information type'. The influences of basic information type and the additional information type upon the intention to accept the fashion brand application showed the following significant result: The basic information type had a greater influence upon the intention to accept the fashion brand app.

• Journal of Digital Convergence
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• v.14 no.5
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• pp.157-163
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• 2016

With the rapid expansion of smart-phone based brand app and its marketing implementations, the marketers stake much resources in the success of brand apps so that they are able to reinforce the user satisfaction and intention for repeat use. The purpose of this paper is to understand the characteristics underlying the brand applications and to analyze the usage and attitudes of the users. Self-administered survey on the research variables for respondents of 20-49 age group was conducted and the results as follow. The results are as follows the consumers are more satisfied with its usefulness, entertainment, and design attributes of the brand app. They tend to keep using a brand app that contains useful contents and great entertainment elements. Marketers thus need to reflect those elements when developing and distributing a brand app in order to meet the needs of their customers. The study results would help marketing firms find new competitive edges by providing basic insight for new competition strategies for brand app development.

• The Journal of the Korea Contents Association
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• v.15 no.5
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• pp.455-463
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• 2015

As recently increased penetration of smart phones, branded applications(the brand app) via mobile are growing rapidly. Since these brand apps are being used as means of corporate marketing and sales, many consumers have been using them. However, there are few studies about brand apps. And it is also necessary to study about continuous use of brand apps because they are easy and free to download and remove. In this study, we analyzed how a variety of brand experience have impact on the brand apps' continuous use. As a result of this study, sensory, affective, behavioral, and intellectual experience as a brand experience affected brand commitment positively, and then the brand commitment had a positive impact on the degree of brand loyalty and continuous use intention. Eventually the more brand loyalty, the more continuous use intention of brand apps. That is, consumers' experience about a variety of brand apps makes customers' brand commitment and loyalty increase and keep customers using the brand apps consistently. Therefore, if companies let the customers have various experience through brand apps, they will have good marketing performance.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.20 no.5
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• pp.97-105
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• 2020

As smartphone app use and untact consumption activities become more common, a new consumption environment is starting. The purpose of this study is to measure preference and brand trust as an advertising effect through experience of UI functional factors of shopping brand app and to establish causal structural relationship to satisfaction.Based on theoretical research, the research model was set and the data of 223 people collected in the survey were analyzed using the SPSS 25.0 program.App UI functional factors partially affect advertising effects, and advertising effects have been found to affect satisfaction. This could provide basic research on marketing communications for brand shopping apps.

• Asia pacific journal of information systems
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• v.31 no.4
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• pp.582-605
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• 2021

The study aims to explore the nature, drivers of BAE. In particular, how and why consumers engage with branded mobile apps. Since consumer engagement is a multi-dimensional and complex phenomenon, the authors took an interpretivist paradigm and used a grounded theory approach by interviewing 24 participants. The findings reveal that branded app engagement (BAE) is triggered by mainly three aspects, i.e., media characteristics (Privacy and security, customization, and convenience), brand-related aspects (brand image and product/service quality), and benefits sought (inherent and derived). More importantly, we uncover the underlying mechanism for each factor. Furthermore, the study explains the BAE process in its entirety from an app-centric perspective rather the brand powering the app. Thus, the study offers a fresh perspective and novel insights into the BAE process.

• Fashion & Textile Research Journal
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• v.19 no.2
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• pp.180-193
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• 2017

The increase use of smartphones has paved the way for quick dissemination of online information. This has a huge influence on consumers' purchase decision making and the formation of a company's image. As such, this study focuses on product review from mobile beauty applications(apps); in particular, the perceived information authenticity. The purpose is as follows. First, to examine if there is any difference in perceived information authenticity based on the types of product review. Second, to analyze how perceived information authenticity influences brand attitude, purchase intention, and electronic word of mouth(e-WOM) intention. The study targets consumers in their 20s and 30s who have experience buying a product via a mobile beauty app. Three hundred responses are analyzed using SPSS 21.0 and AMOS 18.0. The results reveal that, first of all, consumers derive higher perceived information authenticity from a multi-facet review rather than a double-facet review. Second, among the traits of perceived information authenticity, only a brand's perceived reliability has a significant influence on brand attitude. Third, this brand attitude has a positive influence on purchase intention and e-WOM intention. In conclusion, these findings can serve as an important discussion point for companies developing a mobile beauty app, drawing attention to perceived information authenticity, based on the types of product review.

• Journal of Fashion Business
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• v.19 no.6
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• pp.82-100
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• 2015

Mobile fashion apps present much opportunity for marketers to engage consumers, however not all apps provide enough functions for their targeted audience. This study aims to determine how mobile fashion apps can be used to build brand community with consumer engagement. Qualitative data on fashion mobile apps were collected from the Apple app store and Android market during the spring and summer of 2015. A total of 110 fashion mobile apps were collected;, 50 apps were identified as apparel brands that either manufacture or sell apparel to consumers, which we categorized as "brand" fashion apps, and the remaining 60 were categorized as "non-brand" fashion apps. The result of the study can be summarized as below. The 60 non-brand fashion apps were grouped into 5 app types: shopping, searching, sharing, organizational, and informational. The main functions are for informational use and shopping needs, since at least half (31 apps) are used for either retrieving information or for shopping. However, in contrast, social networking and location were infrequent and not commonly utilized by these apps. The most common type of non-brand fashion apps available were shopping apps;, many shopping apps enable users to shop from several different websites and save their items into one universal shopping cart so that they only check out once. Most of these apps are informational and help consumers make more informed decisions on purchases;, in addition many offer location services to help consumers find these items in store. While these apps perform several functions, they do not link to social media. The 50 brand apps were grouped into 5 brand types: athletic, casual, fast fashion, luxury, and retailer. These apps were also checked for attributes to determine their functionality. The result shows that the main functions of brand fashion apps are for information (82% of the 50 apps) as well as location searching (72% of 50 apps). Conversely, these apps do not offer any photo sharing, and very few have organizational or community functions. Fashion mobile apps and m-marketing elements: To build brand community, mobile apps can be designed to motivate consumer's engagement with brands. The motivations of fashion mobile apps are useful in developing fashion mobile apps. Entertainment motives can be fulfilled with multimedia attributes, functionality motives are satisfied with organizational and location-based features, information motives with informational service, socialization with community and social network, learning and intellectual stimulation from informational attributes, and trend following through photo sharing. The 8 key attributes of mobile apps can correspond to the 4 m-marketing elements (i.e., Informative content, multimedia, interactions, and product promotions) that are further intertwined with m-branding elements. App Attributes and M-Marketing aim to Build Brand Community;, the eight key attributes can impact on 4 m-branding elements, which further contribute to building brand community by affecting consumers' perceptions of brands preference and advocacy, and their likelihood to be loyal.