• 한국의류학회지
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• 제30권11호
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• pp.1618-1625
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• 2006

The purposes of this study were 1) to identify dimensions of fashion lifestyles of men of digital generation and online shopping mall service attributes, and 2) to find factors affecting general satisfaction and intention to purchase at online shopping malls. Data were obtained from 632 men aged between 15 and 39 who were using the internet. Fashion lifestyles produced five factors, fashion leadership, shopping enjoyment, brand pursuit, personality pursuit, and practicality pursuit. Internet service attributes included three factors, check-out service, after delivery service, and product presentation service. Significant determinants of general satisfaction were after delivery service, check-out service, product presentation service, and purchase experience in order. For intention to buy, after delivery service, check-out service, product presentation service, purchase experience, practicality, and household income level in order were significant. Finally, general satisfaction of purchase was a useful determinant of intention to buy. Implications were given for improving internet shopping mall services from the perspective of online fashion mall marketers.

• 한국실내디자인학회논문집
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• 제22권6호
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• pp.220-232
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• 2013

Ever-evolving diverse communication tools bring numerous changes and improvements into the lives of humans. It is extremely important to provide visual information when communicating with consumers in the commercial arena because humans acquire over eighty percent of the information around them through sense of sight. One cannot compete with just sheer quality in today's world. Therefore, the applications of digital technology in the visual merchandising became crucial, for it can dramatically improve the market value. Among these applications is digital signage, a new media for esthetic experience. I strongly believe that this would be a new marketing tool for the brand's distinctive and unique publicity. This research has been conducted in order to find out how the fast-growing digital signage, defined by the contents, has become not just a mere digital video clip but an esthetic merchandising tool that can produce various effective marketing strategies; and to discover the characteristics that this application has brought out in the visual merchandising field of fashion stores' global SPA brands. Based on the market case study, analyses have been made for the digital signage types and strategies regarding the visual merchandising expressive elements and for the effects the digital signage application will have on publicity. According to the results, the digital signage has proven to be informative, diversely applicable and contributes greatly to the increase in sales and to the improvement of company and brand image. Thus, it is much more than just a media tool for advertisement.

• 한국의상디자인학회지
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• 제11권2호
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• pp.55-73
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• 2009

Teenagers are fast in growth and very sensitive. They are more interested in appearance and clothing and they use it as a method of expressing themselves. Thus they show different attitudes toward clothing. This study is to survey teenagers' attitudes toward clothing, especially school uniform and to understand their psychological characteristics about clothing. The purpose of this study is to provide useful data in designing teenagers' school uniform which can serve to fulfill their clothing desire and beautiful school life. The results of this study can be summarized as follows. As of paradigm in clothing, they value individuality, economical efficiency, practicality, fashion, and conformity of clothes in the order of importance. They considered individuality value the most important. Students' preference of school uniform is not positive over all. About 60% of students support wearing uniform, and 50% like wearing uniform on the way to school. The reasons for wearing school uniform are psychological stability and economical efficiency. They think school uniform is well fitted for the student position and don't have to care about clothing if they wear school uniform. 63% of them prefer wearing famous brand but they think the price is too high. Comparing with male student, female students place more value on latest fashion and are more likely to purchase brand object than male students do. Female students have more experience in modification of school uniform than male students do. Based on the result of this study, we need to understand the students' attitudes toward school uniform and to accept demand of teenagers' idea in production of school uniform.

• 한국의류산업학회지
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• 제7권6호
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• pp.624-632
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• 2005

The purpose of this study was to examine the consumers' purchasing behavior of budget-priced cosmetics according to the shopping orientation. Questionnaires used for this study were composed of 57 questions including 21 questions about cosmetic shopping orientation, 32 questions about budget-priced cosmetic purchasing behavior and four questions about demographic variables. Questionnaires were administrated to 20 to 49 aged 317 women who have shopping experience on budget-priced cosmetics. Data were analyzed by using factor analysis, cluster analysis, ANOVA, ${\chi}^2$-test, correlation, crosstabulation analysis, and scheffe test utilizing SPSS/WIN. The results were as follows. First, shopping orientation of cosmetics were classified into 5 factors: 'interest and impulsive purchasing tendency', 'price-oriented purchasing tendency', 'ration-oriented purchasing tendency', 'famous brand-oriented purchasing tendency' and 'brand royalty- oriented purchasing tendency'. According to the shopping orientation of cosmetics, the respondents were classified into 4 groups: 'passive shopping group', 'rational shopping group', 'active shopping group', 'neutral shopping group'. Second, when comparing each group's purchasing behavior of budget-priced cosmetics with shopping orientation of cosmetics, there was not significant difference in one time purchasing cost and the number of shop visits. In case of demographic variables concerning purchasing behavior of budget-priced cosmetics, there was significant differences in one time purchasing cost according to age, level of education and employment status. The number of shop visits had also difference according to age, level of education and monthly family income. Based on these results, marketing strategies for demographic characteristics of target market rather than the shopping orientation are needed.

• 한국의류산업학회지
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• 제17권6호
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• pp.932-941
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• 2015

An aging population and increasing consumer demand for high-quality and innovative new products are key drivers for growth in the cosmeceutical industry. Cosmeceuticals are defined as products with biologically active ingredients that have a measurable effect on the user. This study explored the effects of shopping orientation and store attributes on impulse buying behavior for cosmeceuticals. We obtained 437 usable questionnaires from university students who had purchased cosmeceutical products. Data analysis was conducted using confirmatory factor analysis and structural equation modeling analysis via AMOS 18.0. The findings were: 1) hedonic shopping orientation and convenience shopping orientation had positive effects on product efficacy and promotion of the cosmeceutical store 2) brand shopping orientation had a positive effects on store atmospheric, skin care service, and brand of the cosmeceuticals store and 3) product efficacy and promotion of store attributes had a direct effect on impulse buying behavior for cosmeceuticals. Consumers who tended to enjoy the shopping to refresh themselves and to experience convenient shopping were likely to purchase cosmeceuticals impulsively, which mediated by the store attributes (product efficacy and promotion). Therefore, we confirmed partly causal relationships among the shopping orientation, store attributes, and impulse buying behavior of cosmeceuticals. Both managerial and theoretical implication for practitioners and researchers were discussed for managing product information more efficiently along with promotion strategies to trigger cosmeceuticals consumers in the context of shopping.

• 패션비즈니스
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• 제24권4호
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• pp.144-160
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• 2020

Today, the development of innovative technologies is accompanied by changes in the industrial structure and the Big Blur phenomenon, where the boundaries in various fields are blurred. The purpose of this study was to view the Big Blur phenomenon as a big paradigm shift in the 21st century and derive environmental changes and characteristics of the Korean fashion market. The research method included an analysis of the fashion brands after 2015. Through this study, we intended to establish a framework for understanding the changes in the fashion market from the perspective of Big Blur and discuss the direction of brand marketing. The research results showed the hyperlinks, connectivity, openness, homeostasis, synchronicity, mobility, interactivity, and brand experience of online and offline spaces beyond the boundaries of virtual space and offline physical spaces such as online physical and spatial viewpoints. It also showed the characteristics. The characteristics from the socio-cultural point of view were characteristic of diversity, mixture, coexistence, composability, and pluralism beyond the traditional socio-cultural and regulatory scopes. Hip hop fashion, street fashion, unisex, genderless, androgynous fashion, and kid fashion are the backbone of the Big Blur and are becoming important factors in fashion. The characteristics of the market and economic viewpoint are prosumers that play roles both as producers and consumers. It shows the extensibility of consumers as producers, the cohesiveness of producers and consumers, the cooperation, and the interconnectivity.

• Architectural research
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• 제12권2호
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• pp.53-62
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• 2010

The purpose of this study is to examine design preferences for the sales spaces of duty-free shops (DFSs) by conducting image evaluations. The results will help improve quality by influencing designs for the construction, extension or remodeling of these shops. An image measurement method, the semantic differential method, was used to measure cognitive structure using photos of shops. Photos were collected of the DFS at Jeju Island, as well as photos of brand stores designed by architects. Two sets of 16 photos (32 different photos in all) were selected according to photo classification standards and design concepts, both decided by reviewing previous studies and related materials. The evaluation and survey were done by two sets of subjects: sales employees, who have experience and special knowledge of the evaluation of sales space; and students majoring in architecture. To strengthen the evaluation results, I conducted a preliminary survey and a main survey, verifying and complementing findings. 116 surveys were conducted, of which 14 were of poor quality and rejected, leaving and 102 to be analyzed. The collected surveys were statistically analyzed, using SPSS 12.0 for Windows. Reliability, image profile, factor and multi-dimensional scaling analyses were conducted. As a result, image evaluation structure and characteristics were obtained for sales spaces of DFSs, confirming the difference between them and other spaces.

• 복식문화연구
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• 제14권6호
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• pp.900-916
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• 2006

The purposes of this study were to define housewife's risk perception and risk reduction behavior when purchasing children's wear, and to identify the differences according to the clothing buying behavior and demographic characteristics. Data were gathered through survey with 429 housewives in Seoul and metropolitan area, and then statistically analyzed by descriptive statistics, factor analysis, Analysis of Variance (ANOVA), Duncan's test, and Pearson's correlation analysis. The results showed partially significant differences in risk perception, especially economic risk and social psychological risks, among housewife consumer groups according to the clothing buying behavior and the demographic characteristics. There were significant differences in risk reduction behaviors among the groups, especially brand preference/industry information, observation/experience, and media information. Also, correlations between risk perception and risk reduction behaviors were found. The social psychological risk perception was highly correlated to the risk reduction behaviors, while the time/convenience loss risk was not correlated to any risk reduction behavior. The results of this study provide insight into children's wear business through suggesting marketing implication.

• 한국프랜차이즈경영연구
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• 제9권4호
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• pp.7-19
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• 2018

Purpose - Recently, global management in Korea franchise industry is becoming an important keyword. As an important branch market, Chinese market plays a major role not only by making experience of the competitiveness among global brands which offers a foothold to become a top global brand, but also by actualizing an economies of scale in production, sales, etc. Therefore, it is necessary to identify key successful factor influencing customer evaluation and responses of Korean franchise restaurant targeting Chinese consumers in China context. The purpose of this study is to examine the effects for Korean franchise restaurant selection attributes on perceived value, customer satisfaction and customer loyalty in Chinese context with SmartPLS 3 and Artifical Neural Network(ANN). Research design, data, and methodology - For these purposes, the authors developed several hypotheses. A questionnaire survey was conducted on the panel of online survey companies for Chinese consumers who have visited Korean franchise restaurants. A total of 404 data were analyzed using structural equation modeling(SEM) and artifical neural network(ANN) with SPSS 22.0 and SmartPLS 3.0. Result - The findings of this study are as follows: First, the alternative model findings show that facilities & atmosphere, employee service, and menu influenced on utilitarian value, customer satisfaction, and customer loyalty directly. Second, employee service influenced on customer satisfaction. Third, menu influenced on hedonic value. Fourth, brand reputation influenced on utilitarian value. Fifth, hedonic value increase customer satisfaction and customer loyalty. Sixth, hedonic value increase customer loyalty. Seventh, customer increase customer loyalty. And, the ANN analysis shows that utilitarian value is the first most important factor influencing customer satisfaction, followed by hedonic value, facilities & atmosphere, menu and employee service. However, the ANN analysis shows that customer satisfaction is the first most important factor influencing customer loyalty, followed by utilitarian value, hedonic value, brand reputation, menu, and employee service. Conclusions - This study provides practical implications for enhancing customer satisfaction and customer loyalty by applying the ANN technique that complements the limitations of the linear structural relationship analysis using the proposed model and the alternative model. In other words, the SEM-ANN model provides guidelines on how Korean franchise restaurants should formulate facilities & atmosphere, employee service, and menu mix strategies in China. In addition, ANN 's analysis shows that restaurant brand reputation plays a pivotal role in increasing customer loyalty. The fact suggests that Korean franchise companies should establish their domestic brand reputation prior to their entry into overseas markets such as China.

• 한국융합학회논문지
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• 제13권4호
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• pp.213-226
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• 2022

게임화의 중요성은 기업들의 관심을 끌고 있다. 게임화는 비게임 영역에서 게임 역학과 사고를 사용하여 사용자 참여를 유도하는 것을 말한다. 문헌을 통해 게임화의 정의와 관련 연구를 검토함으로써 이론을 어떻게 실천하는지 그 주요 특징들을 정리하는 것이 목적이다. 다음으로, 모바일 페이먼트 게임화 마케팅의 현재 구현 방식을 이해하기 위해 인기 모바일 페이먼트 앱을 사례 연구로 선택하여 이에 대한 게임 메커니즘의 효과를 조사하여 브랜드 충성도와 고착성에 긍정적인 영향을 미치는지 여부를 분석한다. 그 결과는 게임화된 모바일 결제 시스템의 단점을 파악하는 데 사용된다. 마지막으로 모바일 결제를 위한 게임화 프레임워크 모델과 이전 사례에서 활용도가 낮은 게임 메카니즘을 위한 디자인을 제안한다. 향후 연구는 게임화된 모바일 페이먼트의 효과와 영향에 대한 심층 연구로 우리의 새로운 모델에 참고할 수 있다.