• The Research Journal of the Costume Culture
• /
• v.28 no.1
• /
• pp.76-95
• /
• 2020

Consumers want to express their original unique personality, and even are willing to endure high expenses in order to do this. One noticeable strategy in the market, used by companies to suit for this consumer sentiment, is that of employing limited edition marketing and limited free gifts. This study investigated the effects of limited free gifts on consumer response. Specifically, the present study examined how the need for uniqueness moderated the effects of limited free gifts on brand commitment and attitudes. The online survey method was used to gather the data and a total of 224 data were used to analyze data. The results of the research were as follows. The findings revealed four dimensions of limited free gifts: scarcity/specialty, not for sale, complementarity, and risk. Complementarity positively affected brand commitment, while all four dimensions of limited free gifts positively influenced brand attitude. In addition, the need for uniqueness was proven to be the strongest variable which positively influenced brand commitment and attitudes. Also, when the need for uniqueness was applied as a moderating variable, depending on the levels of the need for uniqueness, the effects of riskiness on the consumer's response were shown to be different. The findings of this study infer various academic and practical applications.

• Journal of Fashion Business
• /
• v.14 no.4
• /
• pp.1-9
• /
• 2010

The study verified the regulatory fit effect of the message focus and propensity regulatory focus delivered in the sales promotion situation of beauty services and products on the basis of the self-regulatory focus theory being actively discussed in the consumer behavior area of marketing. As the result of ANOVA analysis on the experimental design 2 (chronic regulatory focus: promotion focus/prevention focus, between factor) ${\times}$ 2 (message regulatory focus: promotion focus/prevention focus, within factor), the promotion focus group showed more positive response to the promotion focus message(4.88) of beauty services than the prevention focus group(4.40) so that the effect of regulatory fit appeared(t=1.79, p<.1), but the regulatory fit effect didn't appear in the prevention focus message(t=.58, p>.1) so that the hypothesis was partially supported. However, as for the promotion focus message of beauty products, the promotion focus group(4.62) showed more positive response than the prevention focus group(4.16), and as for the prevention focus message, the prevention focus group(4.89) showed more positive results than the promotion focus group(4.33) so that the effect of regulatory fit appeared(t=2.07, p<.05). Therefore, the result of the study shows that as for the service consumers perceive high risk, the sales promotion activity of the prevention focus message can be effective for prevention focus consumers and for promotion focus consumers as well. Otherwise, it suggests the marketing approach that the consumer evaluation is more positive when the advertising message focus fit the consumer regulatory focus.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.44 no.4
• /
• pp.639-656
• /
• 2020

Consumers' shopping experience has recently expanded to mobile and social networks; in addition, online fashion retailers started to focus on real-time interaction services as an emerging marketing tool. This study explores the consumer' shopping experience based on social live streaming services (SLSS) to investigate consumer's response behavior and effects through perceived service quality. An online survey method was conducted and a total of 186 female consumer panels were collected. The results indicate that cognitive communion of co-experience had a significant effect on perceived SLSS service quality (responsiveness, contents informativeness, playfulness, system availability). Service quality of SLSS (responsiveness, contents informativeness, and playfulness) had significant effect on trust in SLSS seller while system availability had no significant effect. Also, trust in seller showed significant effect on purchase intention. Last, it was confirmed that the moderating effect of purchasing experience of SLSS was significant in the relationship between cognitive communion and responsiveness/playfulness. There was also an additional significant moderating effect of purchasing experience between system availability and trust in seller.

• Journal of Korean Institute of Industrial Engineers
• /
• v.40 no.6
• /
• pp.609-617
• /
• 2014

Lately there are many approaches for decreasing the retail prices for mobile telecommunication in response to higher demand of the consumer welfare. Related on this perspective, there have been many disputes how the MTR (mobile termination rate)s from the whole market has influences on the consumer prices at the retail market. Therefore, we need a timely review about the possibility of the reduction of retail prices with MTR policies. The purpose of this paper is to study the relationship between MTR and retail prices. For this purpose, we can identify three kinds of arguments by reviewing the previous literatures. We empirically analyze the relationship with latest European data and Korean annual data. Furthermore, we also examine whether the relationship would depend on the competition structure. The results imply that decreasing MTR would result in reduction of the retail prices but the effect would be enhanced by improvement of market concentration.

• Journal of Fashion Business
• /
• v.7 no.1
• /
• pp.14-26
• /
• 2003

This research aimed 1) to analyze the relationship between consumer's emotional needs and elements of textile design in the 1st survey 2) to investigate textile design process presently conducted in the industry in the 2nd survey, and 3) to suggest a desirable direction to improve the textile design process based on a comparison of the results obtained from the two surveys. A description system and an emotion model on textile design were redeveloped as research devices in this study. In the 1st survey, total 600 respondents were sampled and asked to report their emotional response on 50 representative types of textile design, on a emotion measurement scale. The data set obtained from the 1st survey were statistically analyzed. In the 2nd survey, a depth interview was applied to qualitatively analyze the textile design process presently conducted in the industry. The results from the two surveys were compared.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.43 no.4
• /
• pp.506-520
• /
• 2019

This study first investigates relationships among fashion consumer's positive emotion toward social value seeking activities (SVSA), enterprise image (EI), enterprise-perceived quality (EPQ), and purchase intention. Additionally, it demonstrates if the confirmed relationships are different in similar SVSA between social enterprise and cause-related marketing (CRM). An online experiment using a 2 (the implementation organization of social values: social enterprise vs CRM) ${\times}2$ (SVSA: support of vulnerable group vs environmental protection) factorial design was conducted to test the established hypotheses. Participants were randomly assigned to one of four conditions, and the collected data were analyzed using a partial least squares structure equation modeling (PLS-SEM) and partial least squares multi-group analysis (PLS-MGA). The results revealed that positive emotion toward SVSA directly influenced EI and purchase intention. EI and EPQ were identified as sequential mediators linking positive emotion toward SVSA and purchase intention. A finding for similarity in consumer response paths between social enterprises and CRM highlights that social enterprises need to develop a marketing strategy distinguished from CRM.

• Journal of Digital Convergence
• /
• v.12 no.10
• /
• pp.541-556
• /
• 2014

study on Storytelling advertisement, this study examined its own characteristics and distinctive qualities, compared to other advertisements. For this purpose, not only previous discussions about Storytelling genre and theoretical system about its narrative are examined; but also, from actual advertisements, its classification and the distinction of their characteristics are established. According to the Storytelling advertisements, it is also examined that each impact on the field of consumer's response of sympathy, perception, and emotion; and on the process of advertising effect. Below is the results of each research. Through the comparison of Storytelling advertisement's clarification, the following was suggested: there are distinctive advertising strategies, the relationship between advertising strategies and advertisement forms, and the consideration for causing the consumer's response, depending on the advertisement form. Also, the concept of explaining how consumers perceive, in the process of advertising effect, the main concept of the drama advertisement, that is the constituents of drama genre, such as characters, plot, conflict, transition, helps achieve the deeper understanding toward advertising.

• Journal of Digital Convergence
• /
• v.17 no.10
• /
• pp.169-176
• /
• 2019

Recently, the Korean economy is congested with Japan's economic retaliation, the US-China trade war, the Bank of Korea's 0.25% base rate cut and Korea's economic growth forecast revision. The purpose of this study is to analyze the KOSPI, CPI, Treasury bonds(3 years) Interest rate & sales performance of all industries, and examine the impact of each index on the KOSPI. The analysis period is from January 2003 to June 2019, and the effect of each index on the KOSPI is analyzed. In numerical analysis, we performed correlation coefficients and regression analysis. In the model analysis, the distribution, quadrant, scatter, box-plot and impulse response were examined. This study examined the volatility and dynamic characteristics of each index. As a result, the KOSPI showed a high correlation with sales and Treasury bonds, but showed a very low correlation with the CPI. The KOSPI will continue to be affected by sales and interest rates.

• Journal of Science of Art and Design
• /
• v.8
• /
• pp.185-210
• /
• 2005

Closely connecting Well-Being culture with our traditional eating culture. we can predict next generation Kimchi refrigerator trend with this research. In the highly developing industrial society, design has been playing the central role in the managerial strategy of a company and has been one of the central agendas in determining the economical competence of a country, and has also been regarded as a means to acquire sustainable superior competence. Thus, these trends suggest that the aesthetic value of product has become more important than its technological function. In this study we reviewed theoretically esthetic factors influencing the preference and the evaluation of a product and made a list of eight esthetic factors based on various referential studies which include simplicity, balance, unity, rhythm, style, novelty, typicality, and proportion. Also on the point of view of design, it is necessary to find out definitely the consumer preference frame the relationship among design preference design image design attribute. Will give you guidelines on which designers can select and design some more objective and reliable design factors, finding out the relation of cause and effect by which they can know what kind of product designs their consumers like and how the popular image which that product offer is composed of. We investigated the esthetic factors affecting consumers preferences and the basis for evaluating a product. Aimed at providing materials for developing product design by presenting an ,esthetic guideline product design by presenting an esthetic guideline and to put these materials to practical use. Investigated other considered elements classified by manufactures and importance of esthetic factors and its influence on consumer tastes . All of these result, It could not conclude all of the adjective design image and design factors of every consumer, but through consumer reaction framework consumer are response and prefer the products which design image have. and then understand prefered design image are influenced to design factor's and could be apply to new design development.

• Journal of Preventive Medicine and Public Health
• /
• v.33 no.4
• /
• pp.495-504
• /
• 2000

Objectives : To examine various dimensions of consumer ratings of health care service with factor analysis and to find which factors influence the overall quality of health care service. Methods : A cross-sectional study was conducted on outpatients of a general hospital located in Sungnam City. A self-administered questionnaire was used to assess the consumer's ratings of health care service received. The response rate was 92.8% with a total of 537 persons completing the questionnaire. Factor analysis was performed on 34 items evaluating the quality of health care service. Items were grouped into 5 dimensions as a result of factor analysis and the reliability and validity of influence on patient service assessment were evaluated for each dimension. Results : The 5 dimensions were as follows, 1) physician services, 2) non-physician services, 3) process 4) facilities, and 5) cleanliness A positive correlation with the quality of health care service was found for the dimensions of non-physician services and process, while no significant correlation was found for the dimensions of physician services, facilities, and cleanliness. Conclusions : The result of this study may provide basic information for the development of future self-administered questionnaires of consumer ratings and for the evaluation of quality improvement activities in hospital outpatient settings.