• Journal of Fashion Business
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• v.8 no.4
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• pp.94-103
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• 2004

The purpose of this study was to make activated electronic business transaction of clothes. The subject used for this study was 19 - 24 aged 149 college women who most likely buying products through internet. By compare the 149 women's body shape with 3D model, 149 women could be judged their body shape objectively. We showed the average 3D model by the measurement of 19 - 24aged women's body shape. 19 - 24aged women are big customer of internet shopping mall. By understanding of the difference between real somatotype and perceptual somatotype, we can reduce the disadvantage such as returning clothes. Also, imaginary fitting model can be used for internet shopping mall, animation work, fashion show, and advertisement work. Therefore, we can expect the worth of this study to do.

• Journal of the Korean Society of Costume
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• v.61 no.1
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• pp.34-46
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• 2011

The purposes of this study are to classify apparel service quality elements using the Kano's model, and to identify how much service quality can increase the degree of customer satisfaction when the service quality is fully fulfilled. Women over 20 years-old from metropolitan areas participated in the study. Data from 254 questionnaires were used for the statistical analysis. The results were as follows: First, 17 service quality elements were categorized into one-dimensional quality which could lead to both satisfaction and dissatisfaction, and 3 services quality elements were categorized into indifferent quality which neither result in satisfaction nor dissatisfaction. Second, potential customer satisfaction improvement(PCSI) Index was developed using Kano model and CS coeffient. Findings of this study provide both industry and academic researchers with a guide to increase customer satisfaction in fashion retail store.

• Journal of Multimedia Information System
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• v.3 no.3
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• pp.85-90
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• 2016

We firstly tried to understand consumers' purchasing tendencies and mainly focused on designing a platform model that offers integrated support. C2B (Customer to Business) orders integrate with a consumption platform of a B2C (Business to Customer) model, and integrated support aims at design, supply, processing, and distribution of a fashion business. All the information such as orders, sales, production, supply, and settlement of accounts is synchronized under the C2B, B2C, and O2O (Online to Offline) environment so that accurate information can be shared in real time. Our platform automatically handles with a net income of a product designer, manufacturer, and shipping company once shipping is confirmed.

• Asia Marketing Journal
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• v.23 no.1
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• pp.5-27
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• 2021

This paper seeks to suggest user satisfaction model of digital signage to see how new in-store technology can effectively lead to customers' shopping satisfaction in fashion retails. Authors in particular focus on technological complexity, which is expected to serve a subtle role in using digital signage. This study employed a scenario-based online survey. Interactive digital signage with virtual try-on and video-captures functions was used as stimuli. Data were collected from 320 respondents and 307 useable responses were analyzed to examine a proposed model. Research model compares dual paths of motivators: the extrinsic motivation route that leads from usefulness to shopping outcome satisfaction and intrinsic motivation route that leads from enjoyment to shopping process satisfaction. Technological complexity of digital signage indirectly and negatively influences shopping outcome and process satisfaction, mediated by usefulness and enjoyment, but directly and positively affects shopping process satisfaction. In omni-channel environments, the findings have implications for fashion retail managers in using digital signage to maximize customer satisfaction and to counterbalance the advantages and disadvantages of technological complexity.

• The Research Journal of the Costume Culture
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• v.20 no.5
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• pp.753-765
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• 2012

This study tested the validity of the six-factor model of fashion savvy which was modified from the consumer savvy scale developed by Macdonald and Uncles(2007) and explored the relationship between fashion savvy and consumer propensity to observe. Regarding the relationship, it was hypothesized that consumer propensity to observe antecedes fashion savvy. Data were gathered by surveying university students in Seoul metropolitan area, using convenience sampling, and 311 questionnaires were used in the statistical analysis. In analyzing data, factor analysis and regression were conducted. The findings show the validity of the six factors of fashion savvy, which are fashion sophistication, interpersonal network competency, online network competency, marketing literacy, consumer self-efficacy, and consumer expectations. Tests of the hypothesized relationship show that two factors of consumer propensity to observe influence fashion savvy. More specifically, the 'observing shoppers' factor positively influences all six factors of fashion savvy, whereas the 'following what others buy' factor negatively influences four factors of fashion savvy, fashion sophistication, interpersonal network competency, marketing literacy, and consumer self-efficacy. The implications of these findings and suggestions for future study are also discussed.

• The Research Journal of the Costume Culture
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• v.26 no.5
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• pp.777-792
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• 2018

As social media has become a part of daily life, new types of online opinion leaders are emerging, and in turn, changes in traditional fashion leaders and leadership are expected. Considering such changes, this study attempted to reexamine fashion leader types and influence characteristics from the perspective of college students as fashion followers. Students were asked to write an essay identifying their fashion leader and how and why they were influenced by him or her. Sixty essays entitled "My Fashion Leader" were collected and content-analyzed. A total of 78 fashion leaders were identified and categorized into four types including celebrities, social media influencers, friends/family/acquaintances, and people seen on the street in order of frequency. Influence characteristics of the identified fashion leaders included superiority, role model, similarity, and familiarity. Similarity was observed across all types of fashion leaders, while superiority and familiarity were identified for celebrities and friends/family/acquaintances, respectively. The results imply that celebrities, mostly those from the TV, movie, and music industries, are still important as fashion leaders in society regardless of their communication style, while friends/family/acquaintances as opinion leaders within a consumer group are important to provide information, advice, and help. However, social media influencers between the two groups are expanding the influence.

• Fashion & Textile Research Journal
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• v.18 no.6
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• pp.825-832
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• 2016

The purposes of this study was to investigate effects of fashion brand apps on smartphones flow and consumer satisfaction in mobile shopping. These findings provide new information to marketers for the marketing strategy for dealing with mobile shopping mall. A total of 233 usable questionnaires were obtained from men and women ages 20-30 who have mobile shopping purchasing experience. Data were analyzed by frequency analysis, factor analysis using SPSS for Window 22.0 and confirmatory factor analysis and structural equation model analysis by AMOS 22.0. The results were as follows. First, the analysis of fashion brand apps factors showed that it consist of 2 kinds of dimensions of basic information type and additional information type. Second, basic information type of fashion brand apps have had a direct impact on consumer satisfaction and did not affect the smartphones flow. Additional information type influence consumer satisfaction through a smartphones flow. Basic information type of fashion brand apps showed a greater impact on consumer satisfaction than a smartphone flow. A managerial implication was discussed for fashion brand marketers to develop strategies on fashion brand apps that could stimulate and increase the consumer flow and satisfaction.

• Journal of Fashion Business
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• v.27 no.1
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• pp.16-35
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• 2023

The advent of Omni Channel has changed the fashion business model and the role of fashion sales persons. In such situation, internal marketing can become an important organizational management strategy for fashion companies. Therefore, the purpose of this study is to identify the components of internal marketing of fashion companies for fashion shop masters in an omni channel environment. To achieve the purpose of this study, To achieve the purpose of this study, a qualitative study was conducted to investigate the internal marketing sub-factors of fashion companies. In-depth interviews were conducted for qualitative study. Seven respondents to the in-depth interview were fashion shop masters who had at least 10 years of field work experience. As a result of the qualitative study, internal marketing was derived from five factors, including empowerment, education and training, rewards, internal communication, and management supports. Empowerment factors consist of initiative, encourage creativity, and problem solving. Education and training factors consist of the degree of education and training opportunities, the value of education and training, and the scope of education and training. Rewards factors consist of diversity of rewards, fairness of rewards, and source of rewards. Internal communication factors consist of communication flexibility, diversity of communication and receptivity of communication. Management support factors consist of headquarters support and department store support.

• The Research Journal of the Costume Culture
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• v.21 no.6
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• pp.891-906
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• 2013

In this study, we identified the factors of perceived interactivity and verified the path model of effects of these factors on mobile fashion shopping purchase intention through perceived usefulness and perceived ease of use. To develop the conceptual model, we consulted the related precedent studies and searched various kinds of literatures. To verify the conceptual model, we conducted the survey targeting smartphone users in their 20s~30s and analyzed the structural equation model using AMOS 16.0. The results were as follows. Control, responsiveness and two-way communication, and contextual offer were identified as the factors of perceived interactivity. Perceived interactivity and perceived ease of use had positive effect on perceived usefulness. Perceived usefulness affected attitude toward purchase, and attitude toward purchase influenced positively on purchase intention. Perceived usefulness affected purchase intention directly as well as indirectly through attitude toward purchase. Based on the results, we proposed the marketing strategies for mobile fashion shopping businesses.

• Fashion & Textile Research Journal
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• v.8 no.1
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• pp.41-47
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• 2006

Motivations to engage in internet shopping as well as traditional off-line shopping include both utilitarian and hedonic dimensions. It is important that online fashion retailers offer the sense of the real shopping experience that offline fashion retailers do. This article is to assess empirically virtual model impact on consumer's online shopping experience. To test hypothesis, an experiment was executed a field study on foreign internet shopping(www.landsend.com). Prior to administering the experiment, a pilot test was conduct among 20 undergraduate students to pre-test for computer system trouble and delay problem. The experiment was conducted to 90 studetns. The participants were instructed to answer all the questons based on their experience when using that particular internet shopping mall. The LISREL 8.50 was used for statistical analysis. The results indicate that the virtual model characteristics such as vividness, customization, and interactivity are important factors in affecting consumer's shopping experience. Online shopping experience have a strong positive effect on shopping mall loyalty.