• 복식
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• 제50권5호
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• pp.103-115
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• 2000

There are various presentation methods of apparel products on the internet shopping mall. The objective of this study was (a) to identify the effect of information supply about the criteria to evaluate a garment according to presentation methods and (b) to investigate the relation between the consumer's evaluation of presentation methods and confidence in purchase decision. For this experiment. 4 presentation methods of jean were selected from internet shopping mall. They were rotating appearance on the body, enlarged product picture, apparel items coordination method and just picture of wearing appearance. Each presentation method was evaluated by panels using questionnaire. Consumer's evaluation of presentation methods were developed 5 point likert scale. The major findings drawn from this study were as follows : 1. There were significant differences in degree of information supply about product criteria according to presentation methods. Enlarged product picture introduction was good for confirmation of sewing state, fabric and detail. Apparel items coordination method was good for judgement of styling and current fashion suitability. 2. Dimension of information evaluation was composed of providing pleasure, utility of information, reliability & attractiveness, negative emotions. All of these factors affect confidence in purchase decision and intention of revisiting the site. The most important factor for confidence in purchase decision making was reliability & attractiveness. as compared to this, intention of revisiting the site was more influenced by providing pleasure.

• 한국의류학회지
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• 제23권7호
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• pp.953-964
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• 1999

The purpose of this study was to analyze the effectiveness of negative appeal ads taking social problems as their themes. Two social problem ad themes concerning abortion and drug addiction were selected as stimulus. Questionnaires consisted of questions about affective response cognitive evaluation consumer's characteristics(sex, clothing involvement social problem involvement) and the ad and brand attitudes They were distributed to 200 high school students in Seoul. Results were : 1 The affective response consisted of 4 dimensions(negative inactivating activating positive) and the cognitive evaluation had 3 dimensions(utility·persuasive power creativity awareness) 2. Creativity and awareness dimensions and the ad attitude had positive influence on the brand attitude for the abortion theme ad,. Creativity dimension and consumer's clothing involvement had positive influence on the brand attitude for the drug addiction theme ad . Especially the affective response had no significant influence on the brand attitude. This result suggests that in case of negative appeal ads the affective response does not necessarily degrade the brand attitude while positive cognitive evaluation on creativity and awareness of the could influence the brand attitude favorably through raising attention to the brand resulting in high effectiveness of the ad.

• 한국의류학회지
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• 제30권5호
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• pp.818-828
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• 2006

The purpose of this study was to clarify differences in the product attribute evaluation in relation to the objective knowledge, subjective knowledge and involvement of apparel. The measurement instruments were developed by researcher on the basis of previous studies in the same field. The subjects of this study were female adults who lived in Seoul, Kyunggi or Incheon areas and quota sampling using age and residential areas was employed. The data were obtained from 603 questionnaires. Data were statistically analyzed using SPSS 10 and LISREL 7.0. Major statistical methods were factor analysis, Cronbach's a coefficient, multiple regression analysis, and structural equation model analysis. The results were as follows: 1. Involvement was related to the consumer knowledge and the knowledge influenced evaluation of intrinsic attributes, social attributes, and economic attributes. 2. The dimensions of objective knowledge significantly influenced intrinsic attributes and economic attributes. The dimensions of subjective knowledge significantly influenced intrinsic attributes, social attributes and economic attributes. 3. Apparel involvement significantly influenced intrinsic attributes, social attributes and economic attributes. Consumers who have higher interest in apparel product but not in trends considered intrinsic attributes more importantly, whereas consumers who care trends considered social attribute more.

• 한국의상디자인학회지
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• 제4권2호
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• pp.103-126
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• 2002

The purpose of this study was to examine the consumer's quality evaluation on the apparel of adult males and females. A demonstrative study was conducted using a questionnaire on adults over 20 years old who were considered to afford to purchase clothes. A total of 380 questionnaires were used for the demonstrative analysis. The study used SPSSWIN V.8.0 for the analysis. Frequency analysis, ANOVA, t-test, multiple regression analysis, and duncan test are executed. The study result is as follows: First, 19 attributes of customer quality perception are grouped into 2 categories of satisfier, dissatisfier factor by the role of each attribute. Second, significant differences are found partly in quality indications- including fabric compositions, sizes, fabric care, manufactured-place, and the place of origin, the importance degree of indication and general satisfaction in quality indicating system.

• 한국의류학회지
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• 제43권1호
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• pp.1-16
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• 2019

This study explores the effect of hashtag type on consumer response via evaluations of SNS fashion influencer and information in the context of fashion product communication. The moderating effect of perceived fit between hashtag content and fashion product image on information evaluation was also investigated. An online survey was conducted, and responses from 152 Instagram users were collected. The results indicated that hashtag type (informative vs storytelling) affects the evaluations of influencer and information. First, the informative hashtag has a positive effect on influencer's expertise and usefulness of information. Meanwhile, storytelling type has a positive effect on the familiarity of the influencer. This study also verified the mediated paths from hashtag type to consumer response through the evaluations of SNS fashion influencer and information. The influencer's expertise and familiarity mediated the effect of hashtag type on consumer response. In the information evaluation, only the mediating effect of usefulness was significant. Finally, the high condition of the perceived fit between hashtag content and fashion product image was found to highly evaluate the trust of information. This study extends the scope of fashion communication research from various angles by examining the role of the hashtag as a new type of information source.

• 한국의류학회지
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• 제23권8호
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• pp.1075-1085
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• 1999

Brand equity is the added value endowed by the brand to the product. This concept born in the 1980's has aroused intense interest among market managers and business strategists from a wide variety of industries. Brand equity can be approached in different perspectives according to the motivations and the objectives of the studies. Consumer-based brand equity is examined internally by consumers' cognition and feeling and externally by consume behavior in the market By analyzing the relationship between them we can understand how brand value is made in the mind of consumers and how it is converted into the consumer behavior,. The brand is an especially important extrinsic cue in clothing products and the apparel industry has higher brand equity when it is actually compared with the brand equity of many other industries measured as a financial asset. Therefore the purpose of this study was to find out brand value of clothing products through clothing brand equity and to understand consumer behavior of the brand. And so we focused in consumer-based brand equity. For the empirical study three brands that are predicted to have different level of brand equity were selected based on prices and market shares of the brands. As the result the consumer-based brand equity is composed of emotional and cognitive dimensions and each dimension has several sub-dimensions. These diverse dimensions of brand equity bring about differences in consumers' purchase behavior market share and price premium of brands.

• 지능정보연구
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• 제27권2호
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• pp.55-78
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• 2021

최근 인간과 상호작용할 수 있는 '소셜로봇'을 활용하여 복잡하고 다양한 사회문제를 해소하고 개인의 삶의 질을 제고하려는 시도가 주목받고 있다. 과거 로봇은 인간을 대신해서 산업 현장에 투입되고 노동력을 제공해주는 존재로 인식되었다. 그러나 오늘날의 로봇은 각종 산업분야를 관통하는 핵심 키워드인 'Smart'의 등장을 기점으로 인간과 함께 공존하며 사회적 교감이 가능한 '소셜로봇(Social Robot)'으로 그 개념이 확장되고 있다. 구체적으로 고객을 응대하는 서비스 로봇, 에듀테인먼트(Edutainment) 성격의 로봇, 그리고 인간과의 교감, 상호작용에 주목한 감성로봇 등이 출시되고 있다. 그러나 4차 산업혁명을 계기로 ICT 서비스 환경이 급격한 발전을 이룬 현재까지 소셜로봇의 대중화는 체감되지 않고 있다. 소셜로봇의 핵심 기능이 사용자와의 사회적 교감임을 고려하면, 소셜로봇의 대중화를 촉진하기 위해서는 기기에 적용되는 기술 이외의 요소들도 중요하게 고려할 필요가 있다. 본 연구는 로봇의 디자인 요소가 소셜로봇에 대한 소비자들의 구매를 이끌어내는데 중요하게 작용할 것으로 판단한다. 로봇의 외형이 유발하는 감성은 사용자의 인지, 추론, 평가와 기대를 형성하는 과정에서 중요한 영향을 미치며 나아가 로봇에 대한 태도와 호감 그리고 성능 추론 등에도 영향을 줄 수 있다. 그러나 소셜로봇에 대한 기존 연구들은 로봇의 개발방법론을 제안하거나, 소셜로봇이 사용자에게 제공하는 효과를 단편적으로 검증하는 수준에 머무르고 있다. 따라서 본 연구는 소셜로봇의 외형으로부터 사용자가 느끼는 감성이 소셜로봇에 대한 사용자의 태도에 미치는 영향을 검증해보고자 한다. 이때 서로 다른 출처의 이종 데이터 간 결합을 통하여 소셜로봇 디자인평가 모형을 구성한다. 구체적으로 소셜로봇의 외형에 대하여 사전에 구축된 ABOT Database로부터 다수의 소셜로봇에 대한 세 가지 정량적 지표 데이터를 확보하였다. 소셜로봇의 디자인 감성은 (1) 기존의 디자인평가 문헌과 (2) 소셜로봇 제품 후기와 블로그 등의 온라인 구전, (3) 소셜로봇 디자인에 대한 정성적인 인터뷰를 통해 도출하였다. 이후 사용자 설문을 통하여 각각의 소셜로봇에 대해 사용자가 느끼는 감성과 태도에 대한 평가를 수집하였다. 세부적인 감성 평가항목 23개에 대하여, 차원 축소 방법론을 통해 6개의 감성 차원을 도출하였다. 이어서 도출된 감성 차원들이 사용자의 소셜로봇에 대한 태도에 미치는 영향을 검증하기 위해 회귀분석을 수행하여 감성과 태도 간의 관계를 파악해 보았다. 마지막으로 정량적으로 수집된 소셜로봇의 외형에 대한 지표가 감성과 태도 간의 관계에 영향을 줄 수 있음을 검증하기 위해 조절회귀분석을 수행하였다. 기술적인ABOT Database 속성 지표들과 감성 차원들 간의 순수조절효과를 확인하고, 도출된 조절효과에 대한 시각화를 수행하여 외형, 감성, 그리고 태도 간의 관계를 다각적인 관점에서 해석하였다. 본 연구는 이종간 데이터를 연결하여 소셜로봇의 기술적 속성과 소비자 감성, 태도까지 변수 간 관계를 총체적으로 실증 분석했다는 점에서 이론적 공헌을 가지며, 소셜로봇 디자인 개발 전략에 대한 의사결정을 지원하기 위한 기준으로 소비자 감성의 활용 가능성을 제안하였다는 실무적 의의를 가진다.

• 한국유통학회지:유통연구
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• 제1권2호
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• pp.29-52
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• 1996

The objective of this study is to test Parasurman, Zeithaml & Berry(1985)'s service quality gap analysis model, and to confirm reliability and to confirm reliability and validity of the model. The reliability of the model is adopted, but the validity must be retested in the further study. In the results of the gap analysis model, the correlation between consumer expectations and management perceptions of consumer expectations(gap1) was not accepted. The correlation between management perceptions of consumer expectations and service quality specifications(gap2), the correlation between service quality specifications and the service actually delivered(gap3), and the correlation between services delivered and services promised to consumers(gap4) were accepted. To improve domestic telecommunication service quality, practical guides such as standardization of job roles, cooperation among customer-contact persons, communication between managers and employees, evaluation programs for employee's improvement of service quality, appropriate supports for customer-contact persons were suggested. For generalizing the gap model, additional studies under the different contexts and industries will be needed.

• 한국소음진동공학회:학술대회논문집
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• 한국소음진동공학회 2003년도 춘계학술대회논문집
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• pp.622-627
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• 2003

Until now, product mostly has revealed physical quantities created by the standpoint of engineers. Consumers, however, perceive and evaluate products on the non-physical characteristics, such as feelings, emotions, and experiences in different social and cultural situations. Especially, for the household appliances fur instance air-conditioner or refrigerator, the sound is heavily related to the satisfaction of a customer who is a real user of the product and is very important factor to decide purchasing as well as visual design. Therefore, in this research, the general tendency of consumer's psychology was investigated for the appliances. And also, in order to obtain clear guidelines for sound manipulation, the characteristics of the sound of air-conditioning systems and refrigerators were compared with others. Since it is important to overcome the discrepancy between engineering and marketing, the relevance of sound manipulation must be documented from the consumer's perspective. That is the reason why we conducted a consumer and marketing oriented study.

• 대한가정학회지
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• 제41권12호
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• pp.117-132
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• 2003

This study aims to develop an educational program in using credit card for undergraduate students. In order to achieve this aim, a processor has been followed. first of all, a fundamental work to select the educational contents was Preceded with a survey of learners' needs, case studies of counselling at Consumer Protection Board, and preceding studies. After choice of educational contents, learners' demands on how to manage the educational program was executed in advance. Second, reflecting the above mentioned educational contents, a concrete educational program was built. Based on the constructed plans, both preliminary training and main training were proceeded. Third, to evaluate the effects of the educational program, the knowledge difference, behaviors and attitude changes were all diagnosed. The result suggested that the educational effect was significant in all evaluations section. At last, final program of using credit cards was completed.