• Korean Journal of Human Ecology
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• v.22 no.2
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• pp.301-313
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• 2013

Though customer delight is becoming one of the most important marketing key words, research in a retail setting is limited. With the dramatic growth of online retail shopping, this study explored customer delight experiences in online shopping malls by identifying the delight elements and analyzing the elements by online purchase steps. A total of 124 delight experiences collected from an unstructured questionnaire were content-analyzed. Delight elements in online shopping were categorized into service, product, price, delivery, package, and shopping mall operation in that order. Service related elements including free gifts and letters, recovery efforts for service failure, kind employees, and easy return were most frequently observed. Delights were experienced at the product receiving point, the prior-to-purchase point, the order-to-delivery point, and the post-purchase point in that order. The results revealed that customer delights in online shopping were experienced in various purchase steps by various marketing elements. Based on the results the study provided research propositions exploring the effects of expectation vs surprise, monetary vs non-monetary/emotional benefits/rewards, and core marketing elements vs augmented services on delight experiences.

• Journal of Fashion Business
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• v.15 no.6
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• pp.56-70
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• 2011

The purpose of the study was to analyze the purchasing status of luxury brand counterfeit goods of female college students, and to investigate the influence of students' social self-concept on their attitude towards luxury counterfeit products. The study was implemented by a descriptive survey method using a self-administerd questionnaire. The sample consisted of 224 female college students residing in Seoul and Busan. The data were analysed through frequency, factor analysis, and regression analysis. The results were as follows. First, it was observed that 42.40% of the respondents have had the experience of purchasing counterfeit items. The major reasons for purchasing counterfeit goods, it was discovered, were not only the low price but also their perceived good quality. Among the reasons for not purchasing counterfeit products, the emotional reason was more significant than the intellectual reason. Second, female college students' social self-concept was found to have an influence on their social negative attitudes towards luxury brand counterfeits. Third, it was found that the social self concept was closely related to the satisfaction with the counterfeit purchases. Fourth, it was discovered that the social self-concept of the students significantly affected the intention to repurchase.

• KSII Transactions on Internet and Information Systems (TIIS)
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• v.16 no.8
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• pp.2720-2735
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• 2022

This study proposes an internet design framework for users to improve their positive emotions when they are in a negative mood. First, the literature review focuses on the definition of emotion, positive emotional design in internet experiences, and emotion regulation. Second, in order to construct an internet design framework that improves positive emotion, this paper adopts a qualitative analysis method to analyze 70 collected studies in the area of regulating emotion and stimulating positive emotions. Additionally, bibliometrics and statistics are conducted to summarize the framework and strategies. Third, two cases of internet design are presented: (a) Internet design that improves users' positive emotions is examined under the background of extreme rainstorm as an example; an applet service design is provided by case study; (b) in the context of COVID-19, we developed an Internet of things interactive design that improves users' positive emotions. Fourth, the internet design framework and the results of the case studies are analyzed and discussed. Finally, an internet design framework is proposed to improve users' positive emotions when they are in a negative mood, which includes the Detachment-empathy framework, External-protection framework, Ability-strengthen framework, Perspective-transformation framework, and Macro-cognitive framework. The framework can help designers to generate design ideas accurately and quickly when users are in a negative mood, to improve subjective well-being, and contribute to the development of internet experience design.

• Human Ecology Research
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• v.54 no.1
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• pp.97-106
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• 2016

The purposes of this study were to examine the effect of consumers brand identification of a luxury fashion brand on brand attachment and to determine the moderating influences of self-monitoring and social self-esteem on this effect. For this study, a questionnaire was developed through a literature search. The developed survey was then conducted by means of on-line and off-line questionnaires. Data from 228 women with experience in buying luxury fashion brands was analyzed with descriptive statistics, Cronbach a, factor analysis, regression, two-way one-way analysis of variance (ANOVA) and t -test using SPSS for Windows 21.0. First, the brand identification of consumer was composed three factors; actual, ideal, social identification. The brand attachment was composed five factors; emotional, dependency, attraction, intellectual curiosity, and general interest. Second, it was shown that brand identification has a positive influence on brand attachment. Third, it was also shown that there is a moderating influence from self-monitoring on the effect of consumer's brand-identification of a luxury fashion brand on brand attachment. Interaction effect between consumer's brand-identification and self-monitoring was found out to be meaningful at brand affect. Fourth, there was an additional moderating effect from social self-esteem on this effect. Interaction effect between consumer's brand-identification and social self-esteem was found out to be meaningful at brand affect.

• International Journal of Contents
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• v.9 no.4
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• pp.92-101
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• 2013

Chinese auspicious element is a kind of art which is used to express yearning of a happy life. It is one of the great treasures of China, with not only emotional value of the people but also an aesthetic value. Chinese auspicious element derives from the aspiration of luck, enthusiasm of life and conciseness of eliminating malicious. It is of great cultural connotation and widely used in interior design, graphic design, fashion design and such. There are many research papers on application methodology of auspicious elements; however, there are very limited research papers on three-dimension product, let alone application in tableware. This paper focuses on illustration of Chinese representative auspicious element "auspicious fish" in tableware design. The research of its application of auspicious element's styling characteristics is of important significance in auspicious element spread and tableware design. This dissertation aims to provide referential design methodology and experience for later researches on related topic.

• Journal of the Korean Society of Costume
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• v.52 no.3
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• pp.161-169
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• 2002

The purposes of this study were to investigate effects of the clothing consumption value on the service quality and to examine the determinant factors on the attitude of interned apparel shopping. The data were collected from 227 female adults using questionnaire. Using SPSS 9.0 package. Cronbachs $\alpha$, factor analysis, and multiple regression analysis were performed. The results could be summarized as follows. 1. Clothing consumption value was composed of 5 factors : fashion value, social value, functional value, personality value, and emotional value. 2. Clothing consumption vague had direct effects on the service quality of internet apparel shopping mall. The service quality was perceived as reliability, advantage. responsibility, product assortment, tangibles, and rapidness. 3. Consumer characteristics such as age, household income. experience of internet shopping. and web search ability, clothing consumption value. and product assortment of the service quality had significant effects on the attitude of internet apparel shopping.

• Korean Institute of Interior Design Journal
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• v.21 no.2
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• pp.123-132
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• 2012

In the trend of concentrating on the consumer driven experience market as a new marketing concept according to the improvement of life standard and the change of consummation pattern, SPA brand has applied experience marketing strategies to the market successfully to be grown constantly with consumer secure and production of business benefit through brand image and positive consumer attraction. Therefore, this study aims to research the experiential representation element and attribute in the competitive Global SPA brand space due to the sustainable growth from the recent domestic fashion market based on the strategy type of the experiential marketing. Thus, the experiential marketing strategy type was drawn based on the experiential marketing and the theoretical reflections of Global SPA brand, and the SPA brand space was classified depending on the attribute of the commercial space for making the framework of case analysis, so it was progressed as the method of analysis through the experiential representation attribute in the SPA brand space. The marketing strategy and representation for advertising the image of company and product message by the SPA brand should be planned, so successful application of the experiential marketing to the shop is connected to the corporate interests, and forming the meaning more than space by impressing on the consumers the brand and arousing the emotional experience of the consumers and meeting the consumers' a variety of needs had effects on forming a lasting relationship between the brand and consumers. Therefore, this study is expected to be an opportunity to vitalize the domestic SPA brand behind the competition with the Global SPA brand.

• The Research Journal of the Costume Culture
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• v.22 no.2
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• pp.183-197
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• 2014

The purpose of this study is to compare the purchase intention on naturally dyed clothing between Korea and the US. As independent variables that affect the purchase intention, benefits that consumers seek when purchasing naturally dyed clothing, especially for fabric materials, and attitudes towards naturally dyed clothing were selected. A quantitative research method with a survey was employed. 160 data from Korea and 180 data from the US were used for the analysis. The convenience sampling method (i.e., college female students) was used. Descriptive statistics, factor analysis, t-test and regression analysis were employed to test the differences in purchase intention, fabric benefit sought, and the attitudes. The fabric benefit sought selected for this study includes eco-friendliness, uniqueness, aesthetic, comfort and quality. The attitude toward naturally dyed clothing was categorized as an emotional and a cognitive attitude. The results show the significant differences in the fabric benefit sought depending on nationality, major and experiences in natural dyeing. Significant differences were found in of the attitude toward naturally dyed clothing among the nationalities and the experience types in natural dyeing. In addition, there were significant differences in purchase intention toward naturally dyed clothing between Korean and the US participants, and countries show different fabric benefits and attitudes which influenced participants' purchase intention. The results of this study suggest an appropriate fabric planning for environment-friendly fashion products for both countries.

• The Research Journal of the Costume Culture
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• v.27 no.4
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• pp.368-383
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• 2019

Despite the declining birth rate and consequent lower children population in Korea in recent years, there has nevertheless been found to be a positive trend in relation to the purchase of toddler and children's wear. This has led toddler and children's wear to pursue sales and marketing strategies. There is especially a growing number of experiential marketing that provide an empirical element, which stimulate con- sumers' emotions, and also create a relationship with a brand. Therefore, this research aims to serve as practical data for the planning and implementation of experiential marketing strategies through the analysis of experiential marketing cases conducted by brands of toddler and children's wear. The study examines the status of the Korean toddler and children's fashion market between 2009 and 2018. The domestic brands of toddler and children's wear were analyzed with the application of Bernd H. Schmitt's five experiential modules. The analysis results first showed that of the five modules, 'feel' held the highest proportion, followed by 'think' and 'act', and lastly 'sense' and 'relate'. Second, the experiential marketing stimulated more than three of the five senses. Third, experiential marketing that provided educational experiences to children was conducted. Fourth, an experience was provided for parents and children to enjoy together. Finally, product promotion and purchase were naturally linked. The study's results have confirmed that toddler and children's wear brands implement experiential marketing strategies, which convey the emotional and cultural experiences shared by parents and children in various ways.

• Human Ecology Research
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• v.52 no.3
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• pp.243-253
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• 2014

This qualitative case study examined the experience of middle-aged homemakers with buying and wearing clothes. Clothing benefits and clothing purchase types were observed in the homemakers' daily clothing-related behavior. This study aims to understand clothing consumption values in light of clothing benefits and to determine purchasing methods, purchasing mental states, and personal characteristics according to the clothing purchase types of middle-aged homemakers. The participants of this study were four full-time homemakers and four homemakers with a job outside the home, all in middle age. This study was conducted through in-depth interviews based on an unstructured questionnaire, and the data were collected from January 2010 to October 2010. The results were as follows: first, the clothing benefits were identified as a social stereotype, aesthetic taste, economy, wearing situation, and age perception. The most important clothing consumption values to the middle-aged homemakers based on the observed clothing benefits were, in order: social value, emotional value, epistemic value, functional value, and conditional value. Second, the type of clothing purchase was observed to be planned buying, followed by impulse buying, and compensatory buying. Even when a homemaker planned to shop regularly, when they were exposed to an attractive retailer promotion, they seized on the opportunity on impulse or made a compensatory purchase to divert oneself. Even though homemakers prefer primarily impulse buying, when they went shopping for clothing with their mother-in-law or husband, they made planned purchase also.