• Journal of Korea Multimedia Society
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• v.22 no.8
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• pp.897-912
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• 2019

The growth of domestic fashion industry market went sluggish affected by long-term slow growth and shrinking consumer sentiment since 2012, and the entire market has shown a slight growth since 2017. Yet only some conglomerates or global businesses experience this growth. Small and medium-sized fashion companies or rising fashion designers in South Korea, face real limitations and problems poor capital, lack of professional workforce, experience, information and educational opportunity as well as difficulty of acquiring distribution network, which lead to further polarization between conglomerates and small businesses. Thus, this study proposed mobile virtual viewer system-based collaborative application prototype capable of overcoming limitations and problems drawn by analyzing business environment of domestic brands launched by rising fashion designers. Especially, through applied template-based 3D virtual fashion design technology and performing the entire process in the virtual reality beyond spatial and temporal restraints, it is assumed that more effective and efficient outcomes can be obtained compared to the previous method.

• The Research Journal of the Costume Culture
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• v.28 no.1
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• pp.76-95
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• 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
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• v.21 no.5
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• pp.61-77
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• 2017

Fashion companies are increasingly becoming aware of the importance of Digilog as a response strategy to an emotional stimulus, in order to win the hearts of consumers, because the Digilog provides a new type of emotional value. The features of Digilog found in modern fashion are characterized as follows: first, the "Fashion Image of Hybrid Nature" expresses nature in a new light or reinterprets existing expressions of nature, by using cutting-edge technology based on the psychological desire to return to, adapt with, and harmonize with nature. Second, the "Fashion Image of Nostalgia," which exhibits past forms of regressive fashion, is a fashion code that can be understood as a social trend. It has a digital exterior, with retro materials and old perfumes that reflect psychological comfort, as its expressive medium. Third, the "Lifestyle through the Technique of Interaction" is the sharing of information through consumer participation and delivery, or its interaction. Fourth, the "Fashion Design through the Technique of Customizing" allows consumers to actively participate in the design process. It reflects the consumer's desire to personally design fashion products. Fifth, the "Emotion Sharing through the Technique of Storytelling," which focuses on intangible values, is based on the sentiment of communication between the consumer and the brand, thereby satisfying the inner values as well as the aesthetic demands of consumers. This study confirmed that digital fashion, which uses digital technology based on analog sentiments, has opened up a new environment for fashion culture and has also widened the boundaries of fashion.

• Journal of Distribution Research
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• v.10 no.4
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• pp.69-87
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• 2005

Recently, Japan's territorial claims over the Dokdo Islands and history distortion have provoked the national sentiment of the Koreans. These events make worse political and economic relations between two countries and carry out a demonstration urging a boycott of Japanese goods. This study examines the effects of Korean consumers' ethnocentrism and animosity toward Japan on the product satisfaction perceived after using the Japanese products and repurchase intention. The author hypothesize that animosity toward Japan will affect negatively repurchase intention and positively consumer ethnocentrism, and ethnocentrism will affect negatively product satisfaction as well as repurchase intention Covariance structural equation modeling supports the model and animosity has significant impacts on repurchase intention and consumer ethnocentrism respectively.

• Archives of design research
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• v.15 no.4
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• pp.201-214
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• 2002

The discussions on Korean advertisement have been continued since 1980's. Comparing with other fields, years of research had not bear as fruitful achievements as we expected. The present situation where korean own culture has been disappearing day by day, this thesis will have significant meaning by investigating Korean culture and advertisement reflecting its culture. This thesis put emphasis on consumers who have been neglected by discussions. So I intended to study the expression of Korean advertisement and their attitudes focused on celluar phone. To investigate their attitudes, I first settled the concept of Korean Advertisement, then posed questions for identifying a shift in their altitudes. As a result of posing questions, I can see that they take friendly attitudes toward Korean advertisement regardless of their ages. And the younger they are, the less they are friendly with advertisement. The element of appeal was differentiated between ages and appeal by korean own sentiment is more effective. I think this outcome verifies the necessity to have concerns on Korean advertisement and make distinct advertisement strategy keeping step with advertisement targets.

• The Korean Fashion and Textile Research Journal
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• v.6 no.5
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• pp.605-612
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• 2004

This is a study which evaluates the brand personality on casual brands according to the sensibilities of consumers. Focus is placed on classifying the sensibilities of consumers through G sensibilities developed by the Fuji Research Institute in Japan, and then on investigating brand personality of casual wear, Levi's in particular. The subjects are 187 male and female college students living in the Busan area. Data were, using SPSS 10. 0 for Window, statistically analyzed by frequency and factor analysis for VARIMAX, Cronbach's coefficient, and ANOVA. The results of data analysis are as follow; First, in the distribution of G sensibility type, the majority of the respondents have G3(whimsical) type, and then followed by G1(my pace) type, G4(active) type, G2 type(active) type and then G5(sensualist) type. Second, as a result of brand personality evaluation on the casual brands, it has been represented by the following 5 factors; passion, competence, honesty, sophistication, and sentiment. Third, the brand personalities according to G sensibilities showed significant differences among respondents; G5 type(sensualist) especially showed the highest brand personality in the passion and sentiment factors, which are distinctive in the brand personality of Levi's. Consumers of G1 type, G2 type, G3 type, and G4 type showed high brand personality in the competence and honesty factors. The evaluation of brand personality, case study for products development and application, and application of the results need to be continued for follow-up study.

• Journal of Fashion Business
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• v.25 no.1
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• pp.80-95
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• 2021

In the modern fashion industry, the application of different materials along with an emotional design is emerging as an important factor stimulating consumer sentiment. This has led to the diversity of materials and continued active research on materials. Traditional Korean paper is expressed in various ways in the field of visual arts based on Korean sentiment and unique formative characteristics. Hanji costumes have been produced in various ways over the past 20 years utilizing Hanji's physical characteristics, showing unique surface texture and various techniques that differentiate them from existing fabrics, making it symbolic in expanding the area of fashion materials. In this work, various techniques were developed by utilizing the nonwoven characteristics and excellent variability of Hanji while considering visual images, focusing on the delicate decorations and materialistic representations of wedding dresses. In addition, minimal wedding dresses with unique textures were produced to realize fantasy ideas and show surface aesthetics, confirming as a fashion material different from that of existing wedding dresses. The direction of high value-added creation for the industrialization and globalization of Hanji wedding dresses was presented, and the usefulness and scalability of Hanji materials for practical and industrialization were identified in materials that expressed visual art. To in the fashion industry, which is changing in both the wedding industry and the global market, the development of materials with high sensitivity images and original and solid identity should continue.

• Journal of Internet Computing and Services
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• v.23 no.3
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• pp.125-135
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• 2022

This study aims to explore variables using machine learning and provide analysis techniques suitable for predicting pharmacy sales whether government statistical indicators built to create an industrial ecosystem based on data, network, and artificial intelligence affect pharmacy sales. Therefore, this study explored predictive variables and performance through machine learning techniques such as Random Forest, XGBoost, LightGBM, and CatBoost using analysis data from January 2016 to December 2021 for 28 government statistical indicators and pharmacies in the retail sector. As a result of the analysis, economic sentiment index, economic accompanying index circulation change, and consumer sentiment index, which are economic indicators, were found to be important variables affecting pharmacy sales. As a result of examining the indicators MAE, MSE, and RMSE for regression performance, random forests showed the best performance than XGBoost, LightGBM, and CatBoost. Therefore, this study presented variables and optimal machine learning techniques that affect pharmacy sales based on machine learning results, and proposed several implications and follow-up studies.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.7
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• pp.481-491
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• 2016

This study analyzed the customer's revisit concepts and storytelling by restaurant customers to identify the elements that can attract the attention of customers. The restaurant concept or advertising, restaurant decor will also have to change to emphasize the comparative advantage of the features in the menu of a restaurant or other restaurants / service that tells a story. Membership cards or money, or the same convenience and use of the restaurant non-monetary 'transition cost' can compensate for the negative emotions and low satisfaction level of restaurant customers and help them choose to revisit the restaurant. Therefore, if such a transition takes full account of the effects of the cost to the customer, it can be used as an effective means. In class restaurants, such as the food and customer service, the increased levels of the restaurant atmosphere and empirical elements, such as store concept and physical environment, can improve the positive consumer sentiment, strengthen the customer satisfaction and have a positive effect on the customers' revisit intention. It is also important to improve the level of visual texture using light. In addition, positive consumer sentiment can be induced using the store concept, the physical environment, and experiential elements. In other words, membership cards, mileage points, and various financial and non-financial inducements as a marketing tool will have a positive impact on the customer's revisit intention.

• Knowledge Management Research
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• v.21 no.3
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• pp.215-228
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• 2020

This study introduces the case of a company that newly jumped into the competitive cosmetics market with a brand concept developed through big data analysis. Skin Reverse Lab, which possesses anti-aging material technology, launched a new brand in the skincare cosmetics market. Using a big data analysis program called Luminoso, SNS data was analyzed in four areas, which were consumer attitudes toward overall cosmetics, skincare products, competitors, and consumers' experiences of product use. The age groups and competitors were analyzed through the emotional analysis technique including context, which is the strength of Luminoso, and insights on consumers were derived through the related word analysis and word cloud techniques. Based on the analysis results, Logically Skin have won various awards in famous magazines and apps, and have been recognized as products that meet global trend standards. Besides, it has entered six countries including the United States and Hong Kong. The Logically Skin case is a case in which a new company entered the market with a new brand by deriving consumer insights only from external data, and it is significant as a case of applying AI-based sentiment analysis.