• 복식문화연구
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• 제29권4호
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• pp.554-571
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• 2021

The purpose of this study is to investigate the mediating effect of trust when a media broadcaster (such as a disc jockey [DJ]) acting as an information source and the content they provide during live commerce streaming affect acceptance intention. Live commerce is increasing rapidly, offering a new fashion distribution channel by supplementing possible shortcomings of existing online shopping. Data was collected for the empirical study from female consumers in their 20s who actively accepted fashion technology. Statistical analysis of the data was conducted using IBM SPSS Macro Process 3.5. First, the reliability and validity of the variables for information source characteristics, content informativeness, trust, and acceptance intention were verified, and each variable was confirmed as a single factor. Bootstrap analysis was performed using Macro Process Model 4 to reveal the effects of information source characteristics and content informativeness on acceptance intention. As a result of analyzing the mediating effect for each path model with trust as a parameter, it was found that both the direct and indirect effects of the mediating path were significant. This result means that the characteristics of information sources and content informativeness are partially mediated by trust. Therefore, to promote consumer behavior in a live commerce shopping environment, it is necessary to enhance trust. This can be achieved by a media broadcaster with fashion expertise to increase the perception of the attractiveness of the information source and to improve the usefulness of the fashion information being delivered.

• 한국의류학회지
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• 제41권5호
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• pp.809-824
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• 2017

Interest in and use of social media as a communication channel are consistently evolving; in addition therefore, corporate social responsibility (CSR) activities have been often conducted on online channels such as social media due to the advantages offered by the rapid spread of information. Consumers can be persuaded differently and their cognition can be influenced depending on who delivers what message. This study examines the influence of information source characteristics on eWOM acceptance of CSR messages and attitudes toward a company. This study compares cases: when a company sends their CSR message versus when an individual (i.e., consumer's acquaintance) sends the company's CSR message. A total of 320 respondents were presented with online stimuli and responded to the questionnaire to identify this phenomenon. Vegan fashion (which refers to products made from raw materials without animal cruelty) was used as stimuli in this study because it is a representative example of CSR activities. As a result, when consumers are exposed to CSR messages online, perceived expertise, trustworthiness and attractiveness of information source affect consumer's electronic word-of-mouth (eWOM) acceptance and attitude toward a company. However, only trustworthiness influences eWOM acceptance in cases of a corporation information source. This study confirms the differences in eWOM acceptance and in attitudes to the company depending on to whom the messages were sent and with what content.

• 복식문화연구
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• 제26권2호
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• pp.172-187
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• 2018

For the past decade, the convenience of sharing information online has improved drastically with the development of smart devices and social media. Such changes have contributed to regarding online word-of-mouth (WOM) as one of the most important consumer information sources. Therefore, the purpose of this study is to examine online WOM effects (acceptance/redelivery intention) with the two-way interaction effects of fashion involvement and the market maven. The empirical study consisted of an offline survey that collected data from 341 respondents and analyzed the data by factor analysis, independent t-test, and two-way ANOVA with SPSS 20.0, producing the following results. First, the market maven effect was found to differ significantly based on the level of fashion involvement, and is also higher when fashion involvement is high. Second, fashion involvement primarily affected online WOM acceptance, while the market maven significantly affected redelivery intention. Moreover, fashion involvement and market maven had relevant two-way interaction with both of the online WOM effects. Third, market maven had measurable effects on WOM redelivery types (objective/subjective) and directions (positive/negative/ neutral), whereas fashion involvement did not have any primary effects on them. However, fashion involvement and market maven had two-way interaction effects on the positive and negative direction of WOM redelivery. Based on these findings, the study suggests the importance of investigating and understanding the complicated online WOM behaviors of consumers, specifically from both managerial and theoretical perspectives.

• 패션비즈니스
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• 제13권4호
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• pp.85-98
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• 2009

Advance development of the internet has brought significant changes to the distribution structure of the fashion industry, resulting in decreased sales in Road shops and sudden growth of online fashion specialty shopping malls. As detailed analysis on internet fashion shopping malls is necessary in order to make a future projection on changes in the fashion industry, this thesis aims to study the color, fabric / pattern, silhouette, item / detail, image, etc of 2008 S/S apparel fashion style sold in the top ten shopping malls, selected in terms of sales volume and awareness. The results were further analyzed to characterize each individual shopping malls, upon which the design was compared with the five main trends for the season provided by three fashion research agencies in order to study the level of trend acceptance. Studies showed that 'Romantic Sake' trend was most widely accepted, followed by 'Eco Nature' which most reflected the characteristics of Spring. 'Modern Ethenic' trend was most aggressively accepted at more upscale shopping malls targeting older demographic, while " Play Urban' was highly accepted by shopping malls specializing in young casual. Due to the disadvantage of not being able to try on the items before purchase, styles following the 'City Luxe' trend featuring fitted suits showed the lowest trend acceptance. Amongst the design elements, color was most widely accepted.

• 한국생활과학회지
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• 제22권5호
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• pp.477-490
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• 2013

This study explores critical and success factor of benefits and risks for predicting the acceptance of QR code virtual fashion stores. As an exploratory approach, this study conducted focus group interviews(FGI) with 21 panels who had experience with selected QR virtual stores (e.g., Home plus, 11th Street, Pin & Fit). Content analysis was used to generate 184 excerpts and classify into benefits and risks related to QR code virtual stores. With respect to benefits, content analysis identified four factors: Affective appeal, perceived usefulness, ubiquity, and brand promotion. Also, contents regarding perceived risks were classified into four factors: Complexity, lack of information, lack of technology infrastructure, and perceived cost. A managerial implication was discussed for predicting consumer technology acceptance of a QR code virtual store in the fashion retailing market.

• 복식
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• 제64권6호
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• pp.131-147
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• 2014

Purpose of this study is to analyze the meaning of the hybrid digital culture and to find out the features of digital fashion shows appearing in the period of the hybrid digital culture as there have been almost no studies on the hybrid cultural values in the fashion shows and on the diachronic socio-cultural viewpoint of fashion show. The characteristics of hybrid digital culture were identified through the analysis of cases, and they were organized into three for this study; 'non-economic creativity', 'interactive communication' and 'transcendence'. Based on these characteristics, the features of hybrid digital cultures in the modern digital fashion shows were classified into the digitalization of presentation form and the acceptance by audience of digitalization using case studies. The features of digital fashion shows which appear through the presentation form in the digital fashion shows are as follows; 'Expansion of presentation media of runway' and 'Destruction of component factors of runway'. The features of digital fashion show in the perspective of audience's acceptance of digitalization are as follows; 'Audience's field experience through the live video', 'Participation by audience in interactive manner' and, 'Immersion in the virtual reality by the audiences'.

• 한국의류학회지
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• 제28권7호
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• pp.1007-1018
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• 2004

Luxury fashion brand business is one of the most successful global businesses in these days. The luxury fashion brands with strong brand power permeates through various regions of the world with high added value and buying power. This study was conducted to determine the dimensions of the luxury fashion brand equity so that the fashion marketers can develop strategies to increase their brand power. ID find out the dimensions of the luxury fashion brand equity, qualitative as well as quantitative research methods were employed. Qualitative research was conducted by interviewing 12 consumers who were loyal to the luxury fashion brands. A total of ten dimensions(uniqueness, sophistication, display, economical and utility value, overall pleasure, satisfaction, reputation, trust respect, social acceptance) were identified as a result of the literature review and the qualitative analysis, and a questionnaire was developed based on them. The questionnaire was administered to 250 subjects and the responses were analyzed by factor analysis to confirm the dimensions empirically. As a result of factor analysis, 7 dimensions of fashion luxury brand equity are ＇chic and pleasure＇, ＇trust＇, ＇distinction＇, ＇reputation＇, ＇economical and utility value＇, ＇social acceptance＇, and ＇status＇. First, ＇reputation＇, ＇economical and utility value＇ and ＇social acceptance＇ are similar to the result of the literature review and the qualitative analysis. Next, ＇Chic and pleasure＇ included ＇overall pleasure＇,＇display＇and＇sophistication＇that were identified previously. We knew that People would expect emotional responses such as display through luxury fashion brand. ＇Trust＇ included ＇trust＇ and ＇satisfaction＇ that were identifed previously. ＇Distinction＇ included ＇uniqueness＇ and ＇respect＇ that were identifed previously. Finally, ＇status＇ included ＇sophistication＇ and ＇reputation＇ It seemed that the concept of ＇sophistication＇ was near symbolic rather than descriptive.

• 복식문화연구
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• 제24권2호
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• pp.263-272
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• 2016

Using the extended technology acceptance model (TAM), the study aimed to understand consumers' adoption process for smart fashion products. The research model was designed to examine the impacts of perceived ease of use and usefulness on attitude and behavior intention toward smart fashion products based on the technology innovativeness, enjoyment, and subjective norm variables. An online survey was conducted on consumers by employing a marketing research company. A total of 230 useable responses were obtained. Confirmatory Factor Analysis (CFA) was performed to test the measurement model. The proposed hypotheses were tested by employing the Structural Equation Model (SEM). The results found a positive impact of perceived ease of use on usefulness and a positive influence of usefulness on attitude and behavior intention. Attitude had a positive effect on behavior intention. In addition, technology innovativeness was found to have a positive influence on perceived ease of use and enjoyment had a positive influence on usefulness and attitude. Subjective norm predicted behavior intention. The findings of the study contribute to smart fashion literature and have important implications for smart fashion product developers and marketers, as they offer insights into the important role of technology innovativeness, enjoyment, and subjective norms perceived by consumers in improving attitudes and behavior intentions toward the products. Limitations and future research directions are discussed.

• 패션비즈니스
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• 제6권1호
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• pp.1-19
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• 2002

The purpose of this study was to suggest the most appropriate design concepts for sportive fashion product based on the analysis of consumers' acceptance of the recent sportive fashion trends according to their lifestyle. The subjects consisted of 295 males and females, between 17 and 35 year-old. A self-report questionnaire with 4 stimuli was employed for data gathering, and the data were analyzed by the methods of frequency, factor analysis, cluster analysis, and Pearson's correlation coefficient. The results of this study were summarized as follows: For the First, the recent sportive fashion trends were categorized into four groups; 'street- sportive' trend, 'futuristic-sportive' trend, 'ethnic-sportive' trend and 'urban-utility sportive' trend. Secondly, based on the result of cluster analysis on consumers' lifestyle, total four consumer groups were identified; 'pursuing sense' group, 'pursuing culture' group, 'pursuing utility' group, and 'indifference' group. Thirdly, the consumers relatively preferred two sportive styles among the four groups, typically representing 'urban-utility' trend and 'street' trend. The typical 'urban-utility' style was particularly preferred by the consumers who desired to express themselves as urban, modern, and luxurious. The typical 'street' style was preferred by the consumers who tried to express themselves as active and fashionable. Finally, preferences of the sportive trends according to consumers' lifestyle were interpreted as follows: the 'pursuing sense' group relatively preferred 'urbanutility' style and 'street' style, the 'pursuing culture' group preferred 'street' style and the 'pursuing utility' group preferred 'urban-utility' style, meaningwhile the 'indifference' group preferred 'street' style and 'urban- utility' style.

• 한국의류산업학회지
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• 제24권6호
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• pp.719-730
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• 2022

This study explored the impact of beauty influencers' characteristics and product characteristics on new product acceptance intentions and studied the mediating effects of consumer trust in this process. A survey was conducted from February 22, 2021, to February 28, 2021, with Gen Y and Gen Z women in China, and 379 questionnaires were analyzed. The conclusions are as follows: First, the characteristics of beauty influencers are authenticity and expertise, similarity, attractiveness, interactivity, familiarity, and trustworthiness; product characteristics are cost, image, product quality, product perception, sales promotion, and sustainability. Second, partial beauty influencers' characteristics and partial product characteristics have a positive impact on consumer confidence and acceptance intention of the new product. Third, the mediating effect of consumer trust in the process by which beauty influencers' characteristics and product characteristics influence the intention of new product acceptance was determined. Therefore, when beauty companies use influencers in marketing, it is necessary to understand their characteristics, consider their professionality and authenticity, examine their reliability, and assess their ability to form connections with images and viewers that match their products. Additionally, to increase the acceptance intention of new products, companies should present the price of high-quality products, product sensibilities, and corporate images of products and establish measures that can positively affect consumers' acceptance intention of new products by combining them with the characteristics of beauty influencers.