• Title/Summary/Keyword: Consumer' Emotion

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Negative e-WOM based consumer reviews of clothing on Internet open market site (인터넷 오픈마켓 의류상품의 사용후기를 통한 부정적 구전)

  • Kim, Sung-Hee
    • Journal of Fashion Business
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    • v.14 no.5
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    • pp.49-65
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    • 2010
  • The purpose of this paper is to derive the categories of negative e-WOM (electronic word of mouth) via consumer review. Disclosing the details of negative e-WOM based consumer reviews has never been done before. For this reason, a content analysis was adopted to provide knowledge and understanding of the phenomenon. This paper analyzes the content of 630 consumer reviews posted on the open market internet site, www.auction.co.kr. The analysis was conducted from October 20th, 2008 to March 10th, 2009. The results indicated that the negative e-WOM based consumer reviews can be divided into two categories: the cognitive evaluation and the expression of consumer's emotion. The category of cognitive evaluation is consisted of negative e-WOM of product, negative e-WOM of service, and warning about the risk of purchasing products. The category of expressing consumers' emotion are composed of venting customers' dissatisfaction and passive response of dissatisfaction. Investigating the details of negative e-WOM has a number of implications. Most importantly, the results revealed multidimensional structure of negative e-WOM. This understanding of negative e-WOM communication allows marketers to improve products and services that better meet customers' current and future needs.

The Effect of Design Factors from Casual T-shirt on Sensibility of Consumer (캐주얼 티셔츠의 디자인 요소가 소비자 감성에 미치는 영향)

  • 남혜진;이주현;조길수
    • Science of Emotion and Sensibility
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    • v.6 no.4
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    • pp.51-60
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    • 2003
  • The objectives of this study are to identify sensibility factors involved in evaluating casual T-shirts design, and to analyze its effect on consumer sensibility, The consumer sensibility in evaluating casual T-shirts design consisted of three sub-dimensions, those are, 'stylishness', 'commonness', and 'activeness'. This study revealed that design factors of casual t-shirts, such as collar style, detail, position of logotype, size of logotype and demographic trait, have significant impact on the consumer sensibility. A few of scientific design methods were derived from the result of this study. A series of effective casual T-shirt prototypes, which was designed using these scientific methods, was presented to demonstrate how to achieve desired consumer impression. The derived scientific methods are expected to be used for specific valuation basis in design planning.

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A Study on the Brand Extension of Digital Product : Focused on Consumer's Attachment to Product (디지털 제품의 브랜드 확장에 관한 연구 : 소비자의 제품 애착을 중심으로)

  • Lim, Yang Whan
    • Journal of Korea Society of Digital Industry and Information Management
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    • v.6 no.3
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    • pp.179-190
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    • 2010
  • With science and technology getting more and more advanced, the scope of digital product is expanding and the new products continuously are introduced on the market. On the basis of consumers' attachment to products, we investigated the consumers' behaviors towards the product when a digital product is extended. As a result of an empirical analysis, it turned out that a consumer tended to have higher trust and a positive emotion about relevant goods if he or she had a strong attachment to digital products. However, even though one had a strong attachment to digital products, the emotion about the corresponding brands did not necessarily appeared to be positive. In the event that a brand of digital products was extended to other new products, only the trust in the brand exerted significant influence on the consumers' behaviors towards the extended products. Finally, this study suggests some theoretical and managerial implications for effective strategies in response to customers' attachment to digital product.

Sensibilities according to The Design Factors of Woven Textiles (텍스타일 디자인 요소에 따른 감성 분석)

  • 나영주;한경미
    • Science of Emotion and Sensibility
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    • v.5 no.3
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    • pp.29-34
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    • 2002
  • This study aimed to investigate the effect of design factors of woven textiles on the consumer's sensibility and emotion. 60 textile design pictures and 18 adjectives were prepared to get responses from 512 adult subjects. Textiles designs were analyzed into 9 design factors, such as, motif source, motif-background ratio, motif interpretation, motif arrangement, motif variation, motif articulation, hue contrast, value contrast, and chroma contrast. The results are followings: 1) The design factors of textiles were connected to other design factors, for example, the type of motif interpretation determined the type of chroma contrast, motif source, the ratio, and chroma contrast significantly. 2) The correlational coefficients of the ratio, motif variation, chroma contrast, hue contrast, articulation, and value contrast were positively signed significantly. 3) Consumer's sensibility was changed in urban, natural, graceful, mannish, young, dynamic, new, modem and etc, as the textile designs were changed in motif source, arrangement, hue contrast and etc.

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The Effect of Consumer's Participation on Emotional Response, Service Quality Perception and Revisiting Intention in the Beauty Service Field (미용 서비스 현장에서 소비자 참여가 감정적 반응과 서비스 품질 지각 및 재방문 의도에 미치는 영향)

  • Choi, Woo-Lee;Park, Jong-Hee;Hwang, Yeon-Soon
    • Fashion & Textile Research Journal
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    • v.13 no.6
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    • pp.952-958
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    • 2011
  • The primary purposes of this study were to investigate on effect of consumer's participation on their emotional response, service quality perception and revisiting intention in the beauty service field. The data were collected from 385 customers of beauty salons in Busan area, Gimhae area in Kyongnam and Daegu area. It was analyzed by frequency analysis, factor analysis, reliability analysis, and path analysis. The results were as follows: First, consumer was experienced positive emotion toward their participation of service offering course. Second, there were significant influence their participation on their service quality perception. And in the case mediating emotional response, their were more influence. Finally, consumer was perceived positively service quality when they was experienced positively emotion in service field during service offering course. And they had revisiting intention when they was perceived service quality excellently.

Effects of Design Detail Types of Ladies Wear on Sensibility and Emotion (여성복 디테일 종류에 따른 감성과 상대적 영향력)

  • Jung, Kyung-Yong;Na, Young-Joo
    • Fashion & Textile Research Journal
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    • v.7 no.2
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    • pp.162-168
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    • 2005
  • The pictures of design details, such as collar type, sleeve type, skirt type, and skirt length, and color tone were evaluated by 377 persons in terms of sensibility and emotion. The data were analyzed by SPSS using ANOVA and Factor analysis to find out the most effective types of details on consumer's sensibility and emotion, and the methods were introduced. The most effective type is skirt length on sensibility and emotion of women's dress. The second type is different according to sensibility and emotion. Sensibility and emotion were composed of three concept: contemporary, mature and character. Sleeve type is second determinant to contemporary concept, and color tone is to mature concept, collar type is to character concept. 41 each details of design were positioned into 3D-concept space to connect each detail type and fashion concept of women's dress.

Global Market Segmentation for Global Design -Based on Movement of Global Consumer Culture Meaning- (글로벌 디자인을 위한 글로벌 시장세분화 -글로벌 소비자문화 의미 이동을 기반으로-)

  • 양종열
    • Science of Emotion and Sensibility
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    • v.7 no.1
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    • pp.83-95
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    • 2004
  • Market globalization rapidly has changed market environment. So, in this study, we suggest global design process for many global companies which try to get global competitive advantages over through design. We create a new frame of study for global design as examining the circulative causal sequence structure of global consumer culture, global design, and global segment consumers in the meaning structure of global consumer culture and movement. And, with the new frame of study, the purpose of this study is to propose global consumer culture-based global design process for preference design. For the purpose, we reviewed global segmentation market, global consumer, global consumer culture and global design. And to search the circulative causal sequence structure, we applied to the theory of cultural movement structure by McCraken to constitute the frame of this study. For the empirical research, we focused on global teens consumer culture as the second data. Finally, we suggested global consumer culture-based global design strategy and discussed our future study.

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