• Journal of the Korean Society of Clothing and Textiles
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• v.21 no.1
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• pp.104-118
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• 1997

Consumers experience various cognitive and emotional contents of clothing through postpurchase process. These experiences may affect consumer satisfaction as well as brand attitude toward clothing products. The purpose of this study was to examine the effects of consumption experiences on the brand attitude toward clothing products. The research questions for accomplishing the purpose of this study were to investigate 1) the dimension of consumption experiences, 2) relationships among consumption experience, satisfaction and brand attitude toward clothing. The sample of this study was consisted of 431 females. The survey method, and factor analysis and regression were utilized for this study. The results were as follows; First, it was found out the consumption was composed of two dimensions such as cognitive and emotional experiences. According to the result of factor analysis, the cognitive experiences through consumption process were composed of 6 factors, that is, the suitability, fitness, utility/economy, sewing, deformation, and management. And emotional experiences were composed of 5 factors, that is, unpleasure, activeycomfort, inter-oriented pleasure, extra- oriented pleasure, tension. Also emotional experiences could be composed of two dimensions, that is, positive and negative emotion. The positive emotions were included pleasure and active/comfort. The negative emotions were included unpleasure and tension. Second, the result of path analysis showed that consumption experiences were related to satisfaction and brand attitude. A satisfaction influenced on brand attitude more strongly than others. And sewing, activejcomfort, extra-oriented pleasure out of cognitive and emotional experience factors affected to brand attitude directly. Satisfaction was also influenced by cognitive and emotional factors, and was the important mediator in forming brand attitude toward clothing through consumption experience. Above results imply that consumer experience multidimensional cognitive and emotional aspects of clothing through consumption process. The cognitive and emotional aspects consisting of consumption experiences, satisfaction, and brand attitude are interrelated causally. Therefore, experience related variables could be the antecedents of satisfaction and brand attitude. The satisfaction and positive emotion could be also important factors in brand attitude toward clothing.

• Science of Emotion and Sensibility
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• v.9 no.1
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• pp.77-84
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• 2006

In this study, there was emphasis in presenting a basic direction for the development of a healthcare smart clothing that could monitor diseases. It was also important that the clothing be user-friendly, for everyday life. For achieving this purpose , we studied major health indicators and essential technologies for developing healthcare smart clothing, and carried out the consumer research regarding healthcare smart clothing so it would appeal to consumers. As a result, there was a high demand for clothing that could diagnose diseases such as hypertension, diabetes and metabolic diseases, for all age groups. Thus, its marketability was predicted to be high. The results of this study will become an important index in developing future healthcare smart clothing.

• Science of Emotion and Sensibility
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• v.10 no.2
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• pp.187-198
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• 2007

To improve VMD technology and suggest the comprehensive evaluation method for VMD, this study investigated and compared two methods of VMD evaluations; expert evaluation and questionnaire to consumers. We analyzed VMD factors of 4 stores with the same brand according to purchasing psychological steps of consumers at the purchasing point. The results are following: Customer Attraction and Purchase Stimulus by VMD showed higher scores in road shop than in department stores, while Put-on Imagination and Comparison Process by VMD showed higher scores in department stores than road shop. Visual Satisfaction and Shop Visit Satisfaction increased the purchasing desire of consumers. High-scored VMD shop evaluated by expert had high score in product purchasing intention of consumers. We found out that questionnaire method to consumers or their response is needed for evaluate VMD of shop in terms of analyze possibility of the related to their purchasing intention.

• Science of Emotion and Sensibility
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• v.7 no.1
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• pp.9-21
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• 2004

Among the factors of consumer preference, aesthetics has been importantly considered in competitive market environment. Generally, consumers' purchasing standard is influenced as their awareness increases relative to variations in their lifestyles and due to these changes in consumers' wishes, design techniques and methods are focused towards adapting to these changes. Thus, in order to satisfy consumers' needs, and markets characterized with the short durability cycle of products, a distinctive design should be developed with respect to the form of products. The proposed design should also support form as an important factor to attract consumers preference. This study attempts to understand typology based on a categorization theory, and the conceptual structure of aesthetics. Both are importantly considered simultaneously. In addition, the study proposes a new design process by extracting Rhythm affecting aesthetic. In conclusion, the result of this study aims at developing more consumer preferring design beyond the scope of the ordinary designer's idea and generation.

• Journal of Digital Convergence
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• v.9 no.2
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• pp.89-100
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• 2011

The purpose of this paper is to see whether a corporate's social activity has any influence on purchase intention and corporate image, and how it affects consumers' feelings with that correlation. This study empirically proves that the influence of purchase intention and corporate image can be different according to the corporate's social activities. The study suggested for a crucial marketing direction on a practical affairs level, along with a need of corporate social activities. Corporate social activities affects to build a positive corporate image, product image and purchase intention. When companies need to improve the corporate's image enhance, corporate social activities will be bring social and economic benefits and to be a very useful activity other than the corporate's communications activities. Therefore, corporate needs to pursue a more systematic and strategic social activities under a perception that a corporate social activities.

• Science of Emotion and Sensibility
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• v.26 no.1
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• pp.101-114
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• 2023

This research aimed to recognize the determinant characteristics affecting consumers' clothing fit evaluation by employing text mining and social network analysis. For this aim, we first extracted text data linked to clothing fit from 2,000 consumer reviews collected from social network services and conducted semantic network examination and CONCOR analysis. As a result, we reported that "pants" and "skirts" were the most commonly associated clothing items with consumers' clothing fit evaluation. And the length of clothing was most commonly investigated. Then, the "waist" and "hip" were the most critical body parts affecting consumers' perception of clothing fit. Further, the four keywords including "wide," "large," "short," and "long" were the most employed ones in consumer reviews when evaluating clothing fit. This study is meaningful in that it specifically recognized the structural relationship and semantic meanings of keywords relevant to consumers' evaluation of clothing fit, which could bring empirical reference information for advanced clothing fit.

• Asia Marketing Journal
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• v.10 no.1
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• pp.133-160
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• 2008

The purpose of this study was to identify the effects of the delay reasons in consumer decision making on experienced emotion and shopping mall satisfaction under the Internet shopping environment. A survey was conducted for this study and 500 answer sheets were analyzed using structural equation modeling. The results are as follows: First, performance risk, financial risk, and social risk significantly have a positive effect on negative emotions for Internet shopping. Second, performance risk has a significant negative effect on positive emotions for Internet shopping. Third, social risk and procedural uncertainty significantly have a positive effect on positive emotions and this shows these reasons are related to pleasure and fun. Forth, needs uncertainty has a negative effect on negative emotions for Internet shopping. Finally, positive and negative emotions that consumer experienced for Internet shopping affect Internet shopping mall satisfaction.

• Journal of the Korean Society of Clothing and Textiles
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• v.41 no.5
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• pp.783-795
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• 2017

This study measured consumer's recognition, reliability, emotion and images about current eco-marks as well proposed an eco-mark rating scale and mark designs to improve consumer's trust on the fashion product marks. We used a questionnaire survey to collect data from 150 persons about knowledge, interests, and practice on eco fashion products in relation to trustfulness and positive images for three domestic and three international eco-marks. We evaluated and gave eco scores to six fiber-type products (cotton, organic cotton, wool, polyester, biodegradable polyester and nylon) in terms of consumer's use, water & land consumption, waste amount, carbon footprint, and toxicity. We suggested a new 5-level rating scale for eco marks, which quantified the concept of environmental friendliness of fiber products. The design for eco-mark of rating scale showed the total grade with two sub scores of environmental sides and human sides developed with an improved visual understanding for consumers. The design is one through benchmarking the energy-consumption efficiency mark, which is familiar to consumers such as a half circle shape to save environment resources to alarm consumers to environment problems.

• Journal of Digital Convergence
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• v.18 no.3
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• pp.111-121
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• 2020

The purpose of this study is to examine the satisfaction of consumers using the mobile navigation service which is continuously growing. This study examined variables that affect the service use behaviors and satisfaction of 1200 consumers using service. According to the results of the study, consumers used the service 1-2 or 3-4 times per week, more frequently used in the lunch time(weekends) and in the morning(weekdays). The core functional dimension was shown to have the largest effect on satisfaction with the service. Among consumption emotions, positive emotions had effects in the positive direction while negative emotions had effects in the negative direction, and the effect of innovativeness was not significant. Through the foregoing, the use behavior and the formation of satisfaction could be analyzed and the results of this study can be used in establishing service strategies later and can be also used as basic data of the navigation industry.

• Journal of Distribution Science
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• v.10 no.1
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• pp.33-42
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• 2012

This study is focused on traditional market's competitiveness in Korea. Ever since the Korean retail industry had been opened to the big conglomerates, the traditional markets have faced very serious competition from various types of distribution channels. In particular, this study has been conducted to find another way to help the Korean traditional market from the perspective of college students who are consumers of the future. This study examines the relationships among store choice attributions, consumption emotion, consumer's value, and relationship quality from the perspective of college students. In order to verify the relationship, and moderating and mediating effects, data were collected from 126 college students in Whasung, Gyeonggi Province to test the theoretical model and its hypotheses. The results of this study are as follows: First, service (= .263, p < .01) and advertising (= .188, p < .05) are significantly positively related to relationship quality. However, store atmosphere (= .176, p = .052) is not statistically significantly related to relationship quality. The result that students have stereotypes about the atmosphere of traditional markets and are therefore excluded from their store choice attributions can be expected. Second, college students selected service division (= .230, p < .05) as the most important factor among the traditional market's store choice attributions. This result reflected that enhancing service strategy would strengthen the traditional market against discount stores. The process of product selection by customers in discount stores is based on the concept of self-service. However, traditional market traders can make various contacts with their customers. If traditional market traders can enhance various service factors just like in the process of product selection, it will effect strong competitive advantages. Third, it is also revealed that consumer's value exhibit complete mediation effect in the relationships between service and advertising. These results showed that traditional markets must be considered for consumer value. Because previous studies showed that values refer to "enduring belief that … specific mode of conduct or end-stat of existence … personally or socially preferable to an opposite of converse mode of conduct or end-state of existence" (Rokeach, 1973; George and Jones, 1996). Furthermore, Schwartz (1994) defined values as desirable trans-situational goals, varying in importance, that serve as guiding principles in the life of a person or other social entity. As conceptions of desirable end-states of existence or modes of conduct, values help people choose, evaluate, and give meaning to their experiences (Rokeach, 1973). Efforts (e.g. promote the consumers value) of the traditional market traders will improve the preferences for the traditional market of consumers and college students. Implications and future research directions are also discussed.