• Journal of the Korea Fashion and Costume Design Association
• /
• v.22 no.1
• /
• pp.85-96
• /
• 2020

The purposes of this study were to segment male and female college students on the basis of sneakers' benefits and purchasing behaviors of each market segment. The research method was conducting a survey of 408 male and female college students in Seoul, Gyeonggi-do, Gwangju and Jeollanam-do province. The data were analyzed by Cronbach's α, factor analysis, cluster analysis, χ² test, ANOVA, and Duncan test. The results were as follows. First, they were segmented into 4 consumer types(positive benefits, economy/ personality, fashion/famous brand pursuit, and an unconcerned group) by the benefit of sneakers. Second, the evaluation criteria of the products were significantly different depending on each sub-group in terms of the type and quality of material, weight, colors, design, brand, elegance, fashion trend, and coordination. In the case of purchasing information, the sources of sneakers showed significant differences according to the sub-group in all factors except for the past shopping experience. All types of stores and styles were significantly different depending on the sub-group. Therefore, the results of this study supported that benefit segmentation in sneakers can be useful as an effective variable for evaluating market segmentation.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.39 no.1
• /
• pp.30-42
• /
• 2015

This study examined: 1) the effects of fashion luxury product price discounts in social commerce on perceived benefit and purchase intention, and 2) differences in such effects by social commerce trust, brand and design preferences for luxury products as well as social commerce and online luxury product purchase experiences. Three discount rates representing high, mid, and low for a luxury product sold in social commerce were manipulated and tested on female consumers and 486 online responses were analyzed. The results revealed that the price discount affected perceived benefit but did not affect purchase intention. Benefits were highly perceived at high and mid discount rates compared to the low rate. Social commerce trust, brand preference, and design preference affected perceived benefit and purchase intention, but the interaction effect with price discount was observed only in the design preference to perceived benefit. The purchase experience of online luxury products also affected purchase intention. Implications from the results were also discussed.

• The Journal of Industrial Distribution & Business
• /
• v.11 no.7
• /
• pp.51-60
• /
• 2020

Purpose: Recently, Korean cosmetics distribution market has been reorganized with the H&B store. In the domestic cosmetics distribution market, existing brand road shops are decreasing, and multi-shops are leading the H & B stores, which have greatly improved their experience and content. In these environmental changes, the offline distribution channels are turning into the multi-editing shops that have introduced products of various brands and greatly enhanced experiences and contents. Nevertheless, most studies of factors and measurement items for measuring customer experience in the H&B store use Schmitt (1999)'s Strategic Experience Modules (SEMs). Therefore, the purpose of this study is to propose a measure that is practicable through consideration of the in-store customer experience components of the H&B store. Research design, data and methodology: Based on Schmitt's Strategic Experience Modules (SEMs), which are widely used in customer experience marketing, the metric pool was constructed through customer and literature research on H & B store managers. Since then, 101 preliminary surveys and 211 main surveys have been conducted in order to propose a dimension of customer experience and refine the metrics. Results: As a result of the research, H&B store's customer experience was derived from a measurement model consisting of 19 measurement items in total of five dimensions: environmental experience, intellectual experience, behavioral experience, tech experience, and relationship experience. This study analyzed that compared to the existing Schmitt's Strategic Experience Modules (SEMs), (1) emotional experience expanded to environmental experience, (2) Cognitive and relationship experiences are maintained (3) behavioral experience was subdivided into physical and technical experiences. In particular, the environmental experience has been proposed as a major component is an important point because the H&B store recently opened a large flagship store and is competitive in constructing a differentiated space. Conclusions: Related experience was seen as an important component of customer experience in the offline store, but in the process of refining the scale, interaction items with employees of the H&B store were removed, and rather, participation in the APP or SNS channel of the company, event Participation, interaction with other customers, etc. appear to be important, while suggesting the practical implications.

• Journal of the Korea Fashion and Costume Design Association
• /
• v.14 no.3
• /
• pp.11-22
• /
• 2012

As the consuming pattern is changing with the expansion of Internet use and the development of communication technology, Internet shopping market is getting bigger and bigger. By product group, clothing and fashion related products occupy the biggest share. Accordingly, in this study it was tried to identify the effects of Internet utilization capability that enables consumers to search for the information that they need in this information flood, variety pursuit trend and product review accommodation status on shopping value, and to analyze the effects of the shopping value on the purchase behavior in online shopping malls. When factor analysis is nude on Internet use level, it was found that Factor 1 was 'Flow Experience,' Factor 2 'Internet Use Capability,' and Factor 3 'Internet Challenge Desire.' When factor analysis is made on Diversity Pursuit Propensity, it was found that Factor 1 was 'Site Diversity Pursuit Propensity,' Factor 2 'Brand Diversity Pursuit Propensity,' and Factor 3 'Brand Value Pursuit Propensity.' When factor analysis is nude on Product Review Accommodation Propensity, it was found that Factor 1 was 'Product Information Provision Propensity,' and Factor 2 'Product Information Receiving Propensity.' Except Internet Use Capability and Product Information Provision Propensity, all other factors showed high correlation. The factor influencing the entertainment value most was Internet challenge desire, while that influencing the practical value most was flow experience. When the effects of the entertainment value and the practical value on product purchase were analyzed, it was found that both of entertainment value and the practical value influenced product purchase and the practical value influenced the product purchase more than the entertainment value.

• Archives of design research
• /
• v.17 no.1
• /
• pp.153-162
• /
• 2004

This paper focused on the effect of Kansei design on the web in branding as well as its influence factors. As a key of this research, it classified web users' Kansei into five categories; 1) functional Kansei, 2) sensoryKansei, 3) psychological Kansei, 4) relational Kansei and 5) cultural Kansei, and organized relevant factors. Online surveys were conducted on seven websites of the fast food brands in Korea (Lotteria, Mcdonald, BurgerKing, Popeyes, KFC, Pizza Hut, Domino's) which are targeting 463 male and females in 20s. As a result, an average of 58% responded that they had a positive Kansei experience and could enhanceits brand preference. Of the sensory Kansei, visual design factors were the one that gave the greatest effect on brand preference enhancement. Regarding the functional Kansei satisfaction, such as user convenience and access speed were also one of the most crucial variables for the whole Kansei satisfaction. Moreover, the preference enhancement brought not only a positive effect on its reliability but also its brand image and consumers' purchasing desire. Based on the survey results, the additional FGI (Focus Group Interview) had been conducted and determined \circled1 what kind of major Kansei that users wanted to have satisfied, \circled2 what type of design can give strong Kansei appeal to its users, and \circled3what design factors gave an effect on sensory emotion. In the course of this research, Itried to renew the awareness of the web importance as a major channel in non-mass interactive marketing, and suggest the effect and its possibility of emotional branding through Kansei design in the web as well as design principles of strategic Kansei design.

• Journal of Distribution Science
• /
• v.11 no.2
• /
• pp.23-33
• /
• 2013

Purpose - Numerous studies have tried to assess the role of a warranty as an explanatory instrument for product quality. While one study argued that manufacturers signal their superior quality to consumers by extending the duration of a warranty, quality is not necessarily related to warranty and a warranty for a short duration is a sign of high product quality. However, there are limitations to measuring product quality in terms of a single variable such as a warranty. Some other studies have evaluated the influence of brand power or value and price on the supposed quality of a product while the influence of warranty was found to be insignificant. Research design, data, methodology - The study analyzes the influence of brand power and the country of origin effect on consumers' perception of product quality in line with warranty and establishes a priority strategy. Especially, consumer experience has a significant influence on state of the art technology products like applied home electronics as these goods are generally quite expensive and consumers expend significant energy in purchasing them, so the associated warranty and brand can have a critical role in the decision making process. The price of the product was excluded in this discussion as it continually varies with the market share of the product. Results - The results of the analysis are as follows: First, each of the factors such as the standard of the warranty, brand power, and country of origin effect influences the degree of satisfaction of an individual. Second, the factors brand power and quality of the warranty interact both complementarily and synergistically at a time, depending on the brand power. As brand power is more significant, the degree of satisfaction is greater in case of products with low quality warranty compared to those with high quality warranty. Third, the brand power and country of origin effect present a complementary interaction. Fourth, the country of origin effect and quality of a warranty interact synergistically. Conclusions - Thus, the higher the quality of warranty, greater is the increment in the degree of satisfaction. The comprehensive study on the effect of the country of origin on the purchase decision process and the degree of satisfaction compared to the other elements shows that in case of Japanese and Korean markets the brand power of a company is desirable in sustaining the quality of warranty to the industrial average. Also, there is no significant improvement in the perceived quality of the product when the quality of the warranty is lowered. Therefore, the warranty effect diminishes when the value of the brand is known, while it perishes when both the brand power and the country of origin effect are strong enough.

• 지역과문화
• /
• v.8 no.3
• /
• pp.27-48
• /
• 2021

In recent years, China's tourism performing art in a series of new completion of the project, increase the box office of tourism performing arts industry, higher economic income, at the same time led to the formation of brand of tourism performing arts and has a good reputation, with the regional culture, has a certain role in promoting economic development, including Large scenario experience drama is one of the key projects. Large scenario experience drama is a new form of drama that simulates the space design of real environment and enables the audience to have active experience in visual, auditory, smell, taste, touch and other senses with strong interactivity.Large scenario experience drama are adapted from traditional Chinese culture, regional culture and long-passed stories, and combine high technology such as lighting, sound effects, special effects and 3D effects to make the audience's experience more real.As the first Large scenario experience drama in China, 'You Jian Ping-yao' reflects the profound culture of Shanxi with new forms of expression and creative means, in the form of scene experience and make the audience more intuitive feel the 'Shanxi emotion', 'Shanxi sentiment' and 'Shanxi Morality', carry forward the traditional culture at the same time, also passed the Shanxi ancient and great values, strengthened the drama of China's movie village, impetus the development of the tourism industry in Shanxi, drive the Shanxi region of jingjing, gradually formed a complete industrial chain. However, there are also limitations such as improper plot connection and improper tourist management, which can improve the performance effect through more audience interaction and guidance. Therefore, it can be seen that large-scale situational experience dramas play a great role in promoting the dissemination of traditional culture and values, the development of tourism industry, the formation of regional brand characteristics and economic development. Through these, it can be seen that large-scale situational experience plays have enlightenments such as innovative thinking content, gradually forming an industrial chain closed-loop, and broadening publicity channels for the development of live-action performances.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.15 no.3 s.39
• /
• pp.251-262
• /
• 1991

The roles of fashion merchandisers (merchandise managers) in women's apparel industry and their perceptions of the job requirements as a fashion merchandiser were investigated to understand present fashion merchandising activities in the industry and suggest desirable roles of fashion merchandiser for further development of the industry. The research questionnaires were administered to fashion merchandisers working in the ten national brand women's apparel firms. The results of the study were as follows . 1. Annual sales volumes of most surveyed firms were more than five billions won and eight out of ten surveyed firms have fashion merchandisers in their firms. 2. Fashion merchandisers worked at a specific brand merchandising division sales and operations division or merchandise planning division. A fashion merchandiser generally supervised one brand. 3. Fashion merchandiser's work experience ranged from four to fifteen years showing a great deal of experience in the apparel industry. Their majors at university were mostly business and few majored in clothing and textiles, or textiles. 4. In general, the role of fashion merchandiser was a management specialist who was responsible for identifying target markets analyzing fashion trends, planning of the merchandise development budget planning, manufacturing planning, selling, advertising and sales promotion and distributing the merchandise. At some firms fashion merchandi-sers were not responsible for advertising, display, and receiving the orders. 5. Surveyed fashion merchandisers perceived the desirable fashion merchandiser's role as a management specialist conducting overall business activities in the areas of merchandise planning, manufacturing, selling and distribution. They also mentioned the following personal characteristics such as vision leadership, and persuasion as desirable characteri-stics for those who aspire to a career in fashion merchandising. 6. Surveyed fashion merchandisers emphasized relevant and realistic experiences in fashion merchandising education. Several ways were suggested to help the educator keep in touch with business and bring reality to students. They are . field work, bringing professionals into the classroom to speak to the students, emphasizing clothing and textiles education including merchandising area, and establishing a Department of Fashion Merchandising.

• The Research Journal of the Costume Culture
• /
• v.23 no.4
• /
• pp.628-643
• /
• 2015

This study is to assist in developing creative designs based on the humor available in the fashion world of Moschino. For the research method, this writing examined literature on humor and Moschino's fashion world and analyzed Moschino's fashion collection, show window, Maison Moschino, and collaborative products to conduct an empirical analysis of humor shown to the fashion media. The research results are as follows. The humor in Moschino's fashion appeared in the form of surrealistic humor with the depaysement technique, deconstructive wit in clothing, such as distortion, change, or exaggeration, and textual humor, including brand symbols, logos, and graffiti. Collection pieces indicated the brand's confirmative identity based on humor with the surrealistic depaysement technique and deconstructive wit through irregular phenomena, such as change, distortion, exaggeration, and illusion in clothing form. Additionally, such attributes added to Moschino's wit and humor in decorative costume components as graphic images, graffiti, and brand symbols, including smile, love, and reversal. The show window display delivered surprises and smiles through the production of surrealistic space borrowed from various objects. In particular, performance with surrealistic images helped to show the characteristics of parodic humor. Maison Moschino was a surrealistic space for the concept of the fairy tale and for practical experience, thus working as a communication channel for humor and emotion. Collaborative products also clearly reflected the identity of the designer's own humor, which showed scarcity value as well as differentiation.

• The Research Journal of the Costume Culture
• /
• v.22 no.6
• /
• pp.1011-1027
• /
• 2014

The purpose of this study is to analyze the factors that lead to continuous use intention of SNS marketing. The research model was designed to investigate the SNS factors that affect use intention based on TAM (Technology Acceptance Model) suggested by Davis (1986). The survey focused on age twenties to thirties male and female who had experience in receiving fashion brands message through Facebook. 329 questionnaires were used to analyze the results of study, and SPSS 12.0 was used to conduct factor analysis, reliability analysis, and multiple regression analysis. The results of this research are as follows. First, interaction/playfulness, information, reliability, and convenience of access were extracted as the characteristics of fashion brands SNS marketing. Second, all SNS factors had significant relation on perceived usefulness. But only interaction/playfulness and convenience of access showed significant relation on perceived ease of use. Third, perceived usefulness and perceived ease of use affected continuous use intention. Forth, continuous use intention had significant relation on brand attitude and showed direct and indirect significant relation to purchase intention.