• 복식문화연구
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• 제22권6호
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• pp.1011-1027
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• 2014

The purpose of this study is to analyze the factors that lead to continuous use intention of SNS marketing. The research model was designed to investigate the SNS factors that affect use intention based on TAM (Technology Acceptance Model) suggested by Davis (1986). The survey focused on age twenties to thirties male and female who had experience in receiving fashion brands message through Facebook. 329 questionnaires were used to analyze the results of study, and SPSS 12.0 was used to conduct factor analysis, reliability analysis, and multiple regression analysis. The results of this research are as follows. First, interaction/playfulness, information, reliability, and convenience of access were extracted as the characteristics of fashion brands SNS marketing. Second, all SNS factors had significant relation on perceived usefulness. But only interaction/playfulness and convenience of access showed significant relation on perceived ease of use. Third, perceived usefulness and perceived ease of use affected continuous use intention. Forth, continuous use intention had significant relation on brand attitude and showed direct and indirect significant relation to purchase intention.

• 한국의류학회지
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• 제44권5호
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• pp.789-809
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• 2020

Growth in online channels has created fierce competition; consequently, retailers have to invest an increasing amount of effort into attracting consumers. In this study, eye-tracking technology examined consumers' visual behavior to gain an understanding of information searching behavior in exploring product information for fashion products. Product attribute information was classified into two image-based elements (model image information and detail image information) and two text-based elements (basic text information, detail text information), after which consumers' visual behavior for each information element was analyzed. Furthermore, whether involvement affects consumers' information search behavior was investigated. The results demonstrated that model image information attracted visual attention the quickest, while detail text information and model image information received the most visual attention. Additionally, high-involvement consumers tended to pay more attention to detailed information while low-involvement consumers tended to pay more attention to image-based and basic information. This study is expected to help broaden the understanding of consumer behavior and provide implications for establishing strategies on how to efficiently organize product information for online fashion stores.

• 한국의류산업학회지
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• 제22권5호
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• pp.570-583
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• 2020

The fashion industry is accountable for labor and environment-related issues. With such issues raised, consumers' social responsibility for environmental and labor issues has become an important factor that shapes the perception of companies. This study investigates the relationship between consumer values, concerns regarding social issues, and willingness to pay a premium for ethical fashion products. This study included two exogenous variables of altruistic value and egocentric value. In the conceptual model, consumers' social responsibility was conceptualized as two constructs of environmental consciousness and labor-issue consciousness. It was then analyzed as mediating variables. Willingness to pay a premium for ethical fashion products was the endogenous variable. Data was collected and analyzed with PLS-SEM from 600 consumers. The assessment of discriminant validity and construct validity using CFA were conducted before analyzing the model. Structural equation modeling results revealed that altruistic value directly influenced environmental consciousness and labor-issue consciousness. However, egocentric value was directly and significantly influenced only by labor-issue consciousness. Both environmental and labor issue consciousness directly influenced customers' willingness to pay a premium, but did not significantly change their willingness to pay a premium. Two-stage serial mediation analysis results indicated that the constructs did not have a significant mediation effect on the exogenous variables (altruistic value and egocentric value) and the endogenous variable (willingness to pay a premium) for ethical fashion products. This study found the influence of consumer's personal values on their willingness to pay a higher price for ethical fashion products.

• International Journal of Costume and Fashion
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• 제6권2호
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• pp.11-27
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• 2006

The purpose of this study is to develop highly valued fashion cultural items using Korean face and human images to enhance global competition. The methods of this study include: historical study on the face/human images which appear on the dress; design by stage according to Lamb & Kallal's apparel design process; development of products using digital textile printing technology; and case study by objective evaluation through Grant's alpha-beta model. The procedure and the results of this study are as follows: First, in the problem identification stage, the need to develop fashion cultural products of Korean face/human images which are symbolic, aesthetic, and functional was recognized in order to enhance global competition. Second, in the preliminary idea stage, the fashion cultural products and the components that meet the above 3 standards for design were determined and first design was drawn up. The source of the design was extrapolated from face/human images, which appeared on the murals of the ancient Korea, the portraits and custom paintings from the Chosun Dynasty. From these images, a total of 7 design series of T-shirts with an "ULGUL" logo, scarves, and artwalls were developed using "obangsaek" which are five Korean traditional colors including red, blue, black. white, and yellow on cottons and silks. Third, in the design refinement stage, based on the preference survey, more varying design methods were used to develop 25 new designs. Fourth, in prototype development stage, based on the preference survey conducted on fashion professionals and general public from the previous stage, which showed preference for T-shirts and scarves, 3 designs on T-shirts and 2 designs on scarves were printed and produced using the DTP (Digital Textile Printing). Fifth, in the evaluation stage, Grant's alpha-beta model was used to perform comparative evaluation on the symbolic, aesthetic, and functional criteria of the new designs over the existing ones. The new designs received excellent results in all three criteria and a special recognition was given to symbolism of the new designs.

• 한국의류학회지
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• 제41권2호
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• pp.378-391
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• 2017

The application of Big Data has been introduced to the Korean fashion industry; however, the literature has not yet investigated how well high technologies are being perceived and adopted by the practitioners of fashion companies. Recognizing the lack of research, the current research explores how big data analysis has been adopted by fashion practitioners based on the Technology Acceptance Model (TAM) that considers the effect of organizational characteristics (i.e., innovation, slack, and IS infra maturity). First, all TAM relationships were accepted as significant; however, the effect of perceived ease of use on the attitude toward big data was greater than perceived usefulness. Regarding organizational characteristics, while organization innovation had positive impacts on perceived usefulness as well as perceived ease of use, organization slack did not show significant and positive influence on perceived ease of use only. On the other hand, IS infra maturity had a negative effect on perceived usefulness while it did not have any significant impact on perceived ease of use. Finally, the level of perceived usefulness is decreasing as the IS infra of the fashion organization becomes more mature. With the results, the study suggested that fashion industry needs more education on the usage of big data analysis systems and development in related analysis tools.

• 패션비즈니스
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• 제27권1호
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• pp.50-60
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• 2023

The purpose of this study was to understand the factors with consumers' fashion experiential store experiences and investigate the effect on flow and brand attitude. The study also aimed to investigate whether gender moderated the relationship between consumers' fashion experiential store experiences and flow. An online survey of consumers in their 20s and 40s was conducted. The SPSS 27.0 program was used to perform frequency, factor, and reliability analysis. The structural equation model was analyzed using the SMART-PLS program. The structural model analysis confirmed that consumers' rational, physical, and relational experiences in fashion brand experiential stores strongly influenced flow and found that relational experience had the strongest influence on flow. The influence of rational, physical, and relational experiences and flow on brand attitude was confirmed, where flow had the strongest effect on brand attitude. The examination of the moderating effect of gender on the relationship between consumers' fashion experiential store experiences and flow found that the effect in men was significant for flow and brand attitude through rational experience and that the effect in women was significant for flow and brand attitude through relational experience. These results provide academic implications, and by strengthening consumer flow, we intend to propose the establishment of a marketing strategy and opportunity plan that can elicit a positive brand attitude.

• 한국의류산업학회지
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• 제18권1호
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• pp.103-112
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• 2016

This research was designed to figure out the perception and attitude of university students toward urban outdoor wear and to provide the guidelines for product quality improvement using Kano model. A total of 270 responses were analyzed by SPSS 20.0 through frequency and factor analysis. Respondents' levels for outdoor activity & outdoor products possession being still low, steady growth in urban outdoor wear market is expected. A total of eight quality factors were identified through factor analysis; suitability, production quality, functionality, ease of care, fabric performance, portability, fashionability, and symbolism. Based on Kano model, quality factors of urban outdoor wear were categorized into three groups: one-dimensional; indifferent; and must-be quality factor. It was found that consumers were satisfied with urban outdoor wear only when it meets the needs for suitability for body types and ease of care, meaning that manufactures should be cautious not to lose these features. Being must-be quality factor, production quality(form stability, quality of subsidiary materials), and fabric performance such as colorfastness should be basically satisfied. The relative importance of each quality feature on satisfaction/dissatisfaction was investigated using CSC(customer satisfaction coefficient). Based on the CSC, every item was classified again. Attractive quality features with large CSC were shown in suitability factor. Must-be quality features with small CSC were mainly shown in functionality and fabric performance factors. These findings imply that manufactures of urban outdoor wear should not only maintain the production quality but also focus on suitability features to differentiate their product with previous products.

• 한국산학기술학회논문지
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• 제7권1호
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• pp.33-38
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• 2006

본 논문은 웹 기반 3D 패션몰 구축 시 필요한 3D 모델의 패션쇼 애니메이션 설계 기법 및 구현방법에 대해 제안한다. 3D MAX를 이용하여 제작된 3D 모델을 XML(Extensible Markup Language) 형식으로 출력시킨 후, D3D(Direct 3D)를 사용하여 제작된 ActiveX 컨트롤을 이용하여 웹상에 구현하였다. 소비자가 웹기반 패션몰에서 선택한 다양한 의상을 입은 3D 모델의 패션쇼 애니메이션을 구현하기 위해, 기본형태의 3D 모델에 계층적 구조를 가진 근사 의상을 이용하여 표현하였다. 근사의상은 표준 의상 조각들을 설계하고 제작한 후, 이를 조합하는 방식으로 구현하였으며, 여기에 텍스처를 맵핑하여 소비자가 선택한 의상의 근사 모델이 표현 될 수 있도록 구현 하였다.

• 한국산학기술학회논문지
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• 제22권5호
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• pp.108-117
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• 2021

최근 사회적·교육적 패러다임의 변화 속에 capstone design을 활용한 교육적 접근이 점진적으로 확대되고 있는 추세이다. Capstone design이 접목된 모델학과의 교과목 개발은 패션쇼 현장에서 패션모델로서의 실무 역량을 증진시켜 줌과 동시에 패션쇼와 관련된 다양한 분야에 대한 시야를 확장시켜준다는 측면에서 긍정적인 효과를 창출할 수 있다. 본 연구는 패션모델학과의 모델작품발표 교과목에 캡스톤 디자인 교수법을 적용한 교육 과정을 개발 및 그 성과를 제시하고, 교수자 측면에서 고려해야할 함의점을 제언하는데 목적이 있다. 연구 목적을 달성하기 위한 연구 방법은 캡스톤 디자인 교수법과 모델작품발표 교과목에 관련된 이론적 연구 및 캡스톤 디자인이 반영된 모델작품발표 교과목의 과정을 안내하기 위한 모형개발연구를 병행하였다. 본 연구의 결과, capstone design을 접목한 모델작품발표 교과목에 대한 학습자들의 수업 수행 방식이나 과정 및 학습 성과에 대한 만족도는 매우 높은 것으로 나타났으며, 특히, 수업 수행 과정에 대해 매우 큰 만족감을 나타내는 것으로 파악되었다. Capstone design을 활용한 모델작품발표 교과목을 진행함에 있어 교수자의 측면에서 고려해야할 함의점으로, 패션과 관련된 심층적·융합적인 관점에서의 교육에 대한 필요, 공간에 대한 시간적·공간적 활용도의 개선, 다양한 분야의 전문가 및 산업체들간의 연계성에 대한 깊이 있는 고민과 산업체와 지속적인 교류와 협력을 통한 교육 범위의 확장이 필요하다고 판단된다.

• 한국의류산업학회지
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• 제19권3호
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• pp.280-288
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• 2017

This study tested how the mobile impulse buying(m-impulse buying) of fashion products was related to shopping motives and mobile applications(apps) browsing in the context of mobile shopping. A total of 316 self-administered questionnaires were obtained from college students who had experienced m-impulse buying of fashion products during the most recent six months. A structural equation model using a correlation matrix with maximum likelihood was estimated for examining the relationships among shopping motives(e.g., hedonic shopping motive and utilitarian shopping motive), apps browsing, and m-impulse buying of fashion products(e.g., fashion-oriented impulse buying and pure impulse buying) by AMOS 21.0. Findings showed that hedonic shopping motive and utilitarian shopping motive had significant effects on apps browsing in their mobile shopping. Apps browsing had a significant effect on fashion-oriented impulse buying, but did not significantly effect on pure impulse buying of fashion products. Additionally, the hedonic shopping motive had directly significant effects on both fashion-oriented impulse buying and pure impulse buying, whereas the utilitarian shopping motive significantly effected on only the pure impulse buying of fashion products in their shopping. This study suggests that the hedonic shopping motive played an important role to determine the m-impulse buying of fashion products and the utilitarian shopping motive played a role in activating apps browsing relevant to mobile shopping for fashion products. Managerial implications are discussed for retailers related to the fashion products in mobile shopping.