• 복식문화연구
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• 제21권2호
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• pp.287-300
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• 2013

The aim of this study was to find typology of fashion-related mobile applications through exploratory investigation and to investigate differences in Korea and U.S. App stores. And then, through the qualitative evaluation about fashion mobile applications, this study proposes fashion mobile application's design and contents which can be preferred by users. By conducting keyword search in each store, 122 Korean applications and 150 US applications were analyzed. Empirical findings revealed that there were seven major types of fashion mobile applications: brand, magazine, information, SNS, game, shopping and coordination. Information type applications took up the largest portion, and SNS and game type applications showed higher ranking among customers. There were more game Apps in US and more shopping Apps in Korean stores. More free Apps were found in Korean App stores, whereas relatively more paid Apps were found in US App stores especially in game, magazine and information type applications. And as a result of usability evaluation of fashion mobile application, users prefer SNS and information category application to shopping and brand category. Also users want continuous improvement and new contents for fashion mobile application.

• 유통과학연구
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• 제22권10호
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• pp.43-54
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• 2024

Purpose: Market competition in the fashion industry is intensifying, pushing brands to strive for consumer preference and market leadership. Mobile fashion applications have emerged as key distribution channels, with live streaming being a common feature for product distribution and consumer loyalty. Therefore, this study will analyze the loyalty model in live streaming on mobile fashion applications by integrating the quality loyalty model, parasocial relationships, and uses and gratifications (U&G) theory. Research design, data and methodology: Data were collected from a survey of 427 respondents who are customers of a fashion product that had been purchased through live streaming on a mobile fashion application and processed using the PLS-SEM method Results: The results of the study show that the live streamer and product quality significantly influence satisfaction and loyalty. Conversely, AR content and live streaming content do not directly influence loyalty but have an indirect effect through satisfaction Conclusions: this study is the first to model loyalty in mobile fashion applications by integrating the quality loyalty model, parasocial relationship, and U&G theory. Practically, fashion companies are advised to conduct live streaming by considering aspects of content, live streamer, and product quality to enhance satisfaction and loyalty.

• 서비스연구
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• 제13권3호
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• pp.39-56
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• 2023

COVID-19로 인한 오프라인 활동에 대한 제약으로 비대면 상거래인 온라인 쇼핑 거래에 관한 관심과 함께 모바일 애플리케이션의 활용이 더욱 높아지면서 모바일 애플리케이션과 다양한 산업의 결합이 이루어지고 있으며 패션 산업에서도 모바일 애플리케이션을 활용하는 사례가 증가하고 있다. 이에 따라 본 연구에서는 패션 모바일 애플리케이션의 e-서비스 품질이 국내 사용자의 몰입 및 사용자 만족과 서비스 충성도에 미치는 영향에 관해 살펴보았다. 본 연구를 위해서 274명의 에이블리 패션 모바일 애플리케이션을 사용해본 경험이 있는 사람들을 대상으로 한 설문조사를 분석에 활용하여 제시한 가설을 검증하였다. 분석결과, 패션 모바일 애플리케이션의 e-서비스 품질 중 정보성, 반응성은 몰입에 정(+)의 영향을 미치는 것으로 나타났다. 그리고 정보성, 신뢰성, 반응성은 사용자 만족에 정(+)의 영향을 미치는 것인 확인 되었다. 또 몰입은 사용자 만족에 정(+)의 영향을 미치고, 사용자 만족은 서비스 충성도에 정(+)의 영향을 미치는 것으로 나타났다. 그러나 패션 모바일 애플리케이션의 e-서비스 품질 중 신뢰성은 몰입에 정(+)의 영향을 미치지 않았으며, 이용 용이성은 몰입과 사용자 만족에 모두 정(+)의 영향을 미치지 않는 것을 확인하였다. 마지막으로 몰입은 서비스 충성도에 직접적인 정(+)의 영향을 미치지는 않는 것을 확인하였다. 본 연구를 통해서 모바일 기술의 발전과 함께 점점 증가하고 있는 패션 모바일 애플리케이션 사용자들을 위한 관련 기업의 마케팅 전략 수립에 기여할 것을 기대하며 포스트 코로나 시대를 겨냥한 실무적 시사점을 제공하고자 한다.

• 복식문화연구
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• 제24권4호
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• pp.483-497
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• 2016

The importance of marketing on mobile platforms as well as mobile commerce is increasing dramatically in fashion industry. The purpose of this study was to categorize mobile fashion marketing strategies and to examine application usage motivations that influence brand attitude, purchase decisions, and post-purchase evaluation. Qualitative research methods, in particular focus-groups and in-depth interviews, were conducted to examine the typology of mobile marketing and fashion application usage motivations. Then, a modified survey was used to quantitatively examine what content consumers expect from fashion applications. Results of the qualitative study indicated that consumers perceive sensory (visual, tactile, auditory), relationship, information and practical marketing strategies through motives. Survey result from 229 consumers revealed four fashion application usage motives: sensory, relationship, information and practical. Based on these motives consumers were segmented into three groups: the experience/relationship-conscious, the product information-conscious, and the lifestyle information-conscious. The product information-conscious group showed higher level of monthly income and clothing expenses but lower level of mobile device usages. Lifestyle information-conscious group and experience/relationship-conscious group had higher level of attitude, and post-purchase evaluation. It was experience-relationship conscious consumers who spent more time in mobile use. This study shows a better understanding of mobile marketing environment of fashion applications.

• 한국의류산업학회지
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• 제14권6호
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• pp.941-951
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• 2012

As smartphones permeate the consumer lifestyle, branded application and mobile shopping have also received increased attention as an important marketing channel. This study identifies the general information about the use of smartphones, attitudes toward fashion applications, and mobile shopping intentions for smartphone users. Focus group interviews were conducted and 22 interviewees participated. The age of the participants ranged from 21 to 45 years old (55% were females). When examining the motivation to adopt a smartphone, respondents presented the comparable characteristics of early adopters and late adopters according to the time of adoption. Most respondents over the age of 30 showed some troubles to use a smartphone; however, participants in their 20s tended to enjoy exploring the new technology. More than half of respondents were aware of fashion applications, but were dissatisfied with fashion apps and used them infrequently. Respondents pointed out that fashion related apps were not too practical because they were not updated regularly, provided only limited information, and focused on brand promotions. In order to increase the intention to adopt mobile shopping, the price and payment security system needs to be considered. This was an exploratory study to identify the possibility of fashion branded apps as a major distribution channel. The findings of this study provide fundamental information to formulate marketing strategies for fashion businesses that have developed fashion apps.

• 패션비즈니스
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• 제14권6호
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• pp.134-145
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• 2010

The purpose of this study is 1) to investigate the contents of fashion brand applications and what differences and 2) to scrutinize the reviews of the applications uploaded on the app store in order to suggest strategies on how to apply them to fashion. For the study, twenty-nine free applications from different categories of the fashion brands and three hundred sixty-two reviews of these applications were investigated. The analysis of the study was conducted from June 20th to November 10th of 2010. The results showed that there are four important components for fashion brand applications: conventional information (product information and store information), the purchasing function, the fun element (social networking, blogging, music etc), and the augmented reality technique. These components are formulated based on the brand's marketing strategies. In order to know whether or not these components were successfully composed, user reviews were studied, which revealed that many users were satisfied, but the applications were insufficient to meet all of their needs.

• 패션비즈니스
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• 제16권2호
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• pp.27-43
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• 2012

Considering the rapid growth of mobile industry and the emerging application marketing, this study focused on fashion applications, which had not drawn much academic attention before, and analysed relevant content composition, information-seeking benefits based on users' lifestyles and resulting differences in satisfaction and loyalty. In short, fashion applications were divided into fashion and non-fashion brand apps. Brand apps were subdivided into luxury, women's wear, men's wear, casual wear, sportswear, accessories and the like. Non-brand apps included commerce, magazine, information, style tip, SNS and wardrobe manager types. As for users' lifestyle-based information search, the higher the tendency to search information on the internet and to favour reasonable consumption, the more basic information on products and brands they sought, whereas the higher the tendency to look for high-profile brands and to favour global culture, the more additional information like images or entertainments they sought. To sum up, given that studies on fashion-specific applications were rare, the present study reviewed and categorized current fashion applications, and suggested theoretical and practical groundwork for developing content based on target consumers' lifestyle and for planning fashion applications in practice.

• 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.

• 패션비즈니스
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• 제20권2호
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• pp.16-31
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• 2016

This study analyzed cases that applied hologram technology in the fashion industry in order to provide basic information for research on fashion marketing using hologram technology. The results of this study are as follows. A hologram was applied to fashion businesses in various ways including fashion shows, outdoor signboards, hologram windows or screens in stores, and launching shows or exhibitions. Most of these cases were foreign fashion brands, which utilized hologram technology actively for formulating a new brand image or for advertising products. Among Korean brands, however, there are not many cases of hologram application. Today, as-being the age of smart devices, the mobile advertisement market is growing rapidly among smart phone users. DKNY and Puma are providing information on styling through smart phone applications, and the Adidas stores in Germany also allow the customers to buy goods by entering a simple code through the smart phone. Recently, new devices are being introduced one by one, which display 2D digital contents in 3D holograms by combining mobile and hologram technologies. The marketing of fashion products is not just for supplying products but is required to satisfy the consumers' five senses. Therefore, the development of experiential contents based on the combination of mobile and hologram technologies will open new potential for profitable business models.

• 한국콘텐츠학회논문지
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• 제13권10호
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• pp.461-469
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• 2013

본 연구는 패션콘텐츠의 모바일 유통을 목적으로 콘텐츠 비즈니스 모델을 설계하고자 하였으며 스마트폰 기반의 모바일 어플리케이션을 구현하였다. 단순 패션콘텐츠만을 제공하는 것이 아닌 패션콘텐츠의 활용을 높이기 위한 정보공유 방법과 사용자의 자가 코디를 지원하는 콘텐츠 직접생산, 활용 및 거래 시스템을 구현하고 사용시장의 확대를 위한 접근전략을 제시하였다. 모바일 접근성에 차별화된 콘텐츠 비즈니스 모델과 수익구조를 설계하고자 하였으며 이를 위해서 기존의 연구와 모바일 앱의 현황을 벤치마킹하였다. 연구의 결과로써 Android, iOS 기반의 모바일 어플리케이션을 구현하였으나 낮은 인지도, 낮은 진입장벽, 업계의 빈약한 패션콘텐츠 등의 문제점이 있다. 본 시스템은 제휴기업의 콘텐츠를 제공받아 사용자에게 제공하는 형태이므로 향후 패션 블로그, 카페 등과 연계홍보, 잡지와 같은 패션매거진과의 제휴 등으로 외연을 확대할 필요가 있다.