• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.12 s.159
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• pp.1759-1767
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• 2006

The purpose of this study is to examine the relationship between gender, gift recipient, and group identity by product category of Korean consumers. 672 usable questionnaires from South Korea completed a self- administered survey with a five-point Likert scale. This questionnaire evaluated the perceived importance of group identity when buying apparel and electronics as a gift for kin, nonkin, and co-workers. The interaction between gender, gift recipient, and group identity were statistically significant. The results suggest that the importance of group identity may vary when gender and gift recipient differ by product category. Recommendations for future research are discussed.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.6
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• pp.799-811
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• 2015

This study examined factors that influenced susceptibility to dyadic influences between opposite-gender couples on making apparel purchase decisions. This study focused on main effects of couple identity, product knowledge, clothing involvement and gender, and the interaction effects of gender with other factors for normative and informational influences. A survey was conducted on 155 males and 166 females currently married or in a relationship between the ages of 20 and 50 living in South Korea. For normative influence, the main effects of joint couple identity and clothing involvement (fashion interest, symbolism, and pleasure), and the interaction between gender and clothing involvement (fashion interest) were significant. The interaction between gender and other variables were insignificant. For informational influence, the main effects of partner's product knowledge, pleasure, and gender as well as the interaction effects between fashion interest and gender, and between pleasure and gender were significant. Marketers may find implications from the study results on how couples influence each other in making apparel purchase decisions.

• Journal of Digital Convergence
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• v.12 no.6
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• pp.105-114
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• 2014

This study has recently been issued to businesses and consumers who examined the effects of cross-advertising model. Experimental design, the model type (2) ${\times}$ sexuality products (2) ${\times}$ advertising message appeal form (2) is a factorial design. The results are as follows. First, the advertising model, based on the type of cognitive response to advertising than the general model of cross-recall index was higher model. Second, the product of gender identity in response to what the advertising product for women than men was higher index of product recalls. Third, the ad attention model ANOVA results for each type of message, the main effect of appeal type was identified. In addition, the type and model of sexual identity, and message appeal type in the type of model interaction effects were found. Finally, the model-product analysis of goodness of fit, the model type and sexual identity and appeal type messages of main effect were identified. The result is more efficient advertising effect model strategies for promoting meaningful results, it is meant to be confirmed.

• Fashion & Textile Research Journal
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• v.25 no.4
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• pp.460-471
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• 2023

This study aimed to analyze the consumption value and clothing pursuit benefits of genderless fashion based on gender identity. The study questionnaire was distributed to and collected from men and women in their 20s and 30s living in Seoul City and the Gyeonggi province. The collected data were analyzed by using Cronbachs α, factor analysis, K-means group classification analysis, and ANOVA. The study results were as follows. First, gender identity was categorized into three groups: the genderless group, the traditional gender rejection group, and the traditional gender acceptance group. Therefore, it is necessary to subdivide gender identity rather than acceptance and rejection of traditional gender roles. Second, an analysis of consumption value based on gender identity showed significant differences in terms of fashion value and expressive value. Therefore, it is important to establish a differentiated strategy based on the relevant gender identity group when establishing genderless fashion design or marketing strategy. Finally, the study results showed that clothing pursuit benefits based on gender identity, there was a significant difference in terms of individuality pursuit, deviation from the norm, and fashion pursuit. In particular, since the genderless phenomenon agrees with the characteristics of the MZ generation, it will be necessary to share brand information or product information through digital media or to utilize a sharing culture-that is, 'meaning out' tendency and 'flex culture' (i.e., conspicuous consumption).

• Proceedings of the Korea Society of Design Studies Conference
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• 2002.05b
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• pp.214-215
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• 2002

• Design Convergence Study
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• v.14 no.1
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• pp.99-114
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• 2015

This study aims to find a way to realize gender identity in product design. After reviewing the present research, it was found out that it is necessary to extend notion of gender and to redefine the concept of gender design. Specific products were selected in order to analyze the characteristics of femininity. Refrigerators, which represent the femininity the best, were chosen and analyzed based on the graphic elements. As a result, the concept of gender have been used quite limitedly in a refrigerator. Since the stereotype of women has already been implicit, it was considered difficult to propose an alternative plan for realizing the extended concept of gender. Therefore, digital devices have been proposed for a potential alternative group. This product group, of course, has a limitation like the refrigerators. However, when functions, frequency of use, and use of space are considered in depth, It can be a possible group that holds the meaning of gender in design. This study is significant that it attempted to examine the possibility of convergence in identity and usability when the graphic elements of a product are constructed by gender design that considers the identity of a user through redefining the concept of gender.

• The Korean Journal of Community Living Science
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• v.21 no.2
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• pp.191-200
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• 2010

The purpose of this study was to research the differences between gender roles and creativity. This study was done based on 178 pre-service teachers who were from the Department of Early Childhood Education in Universities around the Busan area. The researchers have collected statistical data by questioning pre-service teachers about creative thinking tests, creative personality tests, and gender role identification awareness tests. The data was interpreted by the Paerson's Simple Product-moment Correlation Coefficient method, the one-way ANOVA method, and the $Sch\acute{e}ffe$ Post-hoc comparison method. According to this study, the group perceived of high androgyny type group showed the highest level in important factors of creative thinking, such as fluency, elaborateness, ness, and openness. This result meant that the more a pre-service teacher was aware of the identity of gender roles, the more she or he thought creatively. Additionally, the acceptance of authority, an element of the creative personality factor, showed the highest level in a high feminity type group. On the other hand, self confidence, inquisitiveness, and disciplined imagination showed the highest level in a group which perceived the identity of androgyny type roles.

• Management & Information Systems Review
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• v.17
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• pp.1-24
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• 2005

The purpose of this study is to figure out the effects of advertisements (functional value, sentimental value, self-expressing value) depending on the gender in regard of the attitude towards the advertisement, brand attitude, purchase intention, and the characteristic and quality of the product. From the study on the university students, there was a meaningful interaction among the independent variables in regard of attitude towards advertisement, brand attitude, purchase intention, and characteristic of the product in the four dependent measurements used for the index of advertisement effects. In terms of the attitude towards advertisements, brand attitude, purchase intention, and the characteristic of the product according to the gender and value suggestion, functional convenience was more influential for men compared to the sentimental convenience and self-expressing value. On the other hand, self-expressing value was more influential for women in terms of the advertisement effect and the characteristic of the product. The main effects depending on the gender were common in four dependent values such as attitude towards advertisement, brand attitude, purchase intention and characteristic of the product, and the average of all values was higher from women. Thereby, it can be said that women show more positive advertisement effects in terms of attitude and purchase than men. The main effects on the value suggestion were meaningfully indicated in advertisement attitude, brand attitude, and characteristic of the product except the purchase intention. Also, the functional and self-expressing value made better advertisement effect, while the sentimental value showed a comparatively lower advertisement effect. In terms of the sentimental value, a comparatively low advertisement effect was shown statistically compared to the functional and self-expressing value in all dependent values, but there was no big difference depending on the gender. That is, in terms of the sentimental value, a separate value suggesting advertisement can be more influential when it is combined with the functional value for men, and for women if it is combined with self-expressing value.

• Science of Emotion and Sensibility
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• v.13 no.3
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• pp.493-500
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• 2010

The development of new technology and diversity in user needs lead mobile phone manufacturers to establish new strategies different from the existing for user attraction. Product identity, and brand image are major strategies for differentiation and adding new values to a product. This research starts with stating emotional brand image as the brand image made by the actual usage and the emotion built from the experience while using the product. This research will compare emotional brand image of the three major mobile phone manufactures in Korea (Brand A, C, and S) using evaluation of six representative emotions from users while using the product. The result of evaluating actual mobile phone users and the emotion built while actually using the product showed the brand image, and especially the emotional side of Korean mobile phone manufacturers. The result of this research itself would not be sufficient to simply state the emotional brand image of Korean mobile phone manufactures, but with further research including age, profession, gender and other demographic factors the result of this research would surely be able to abstract a clearer view of emotional brand image of Korean mobile phone manufactures.

• The Journal of Korean-Japanese National Studies
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• no.32
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• pp.215-275
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• 2017

In the absence of the alternative public space of women in Japan, the experience of the "Bongseonhwa" was interpreted as the public domain of Japanese society as a public domain, a confession that focused on gender discrimination in the patriarchal system of Japan, Most of the enemy discourse is. These alienated discourses are the product of the efforts of women in Japan who do not want to forget about the traces and memories that can not be incorporated into the big narrative. It can not be denied that the women in the society of Japan have been excessively excluded and alienated by national ideology and patriarchal ideology. The meaning of presenting them through "Bongsinghwa" is the resistance of the minority, and it is the expression way of reconstructing and strengthening the identity of the women, and it is said to be a space of symbolic meaning. It is further clarified that it is based on a narrative that creates a new life area for coexistence with Japanese society, on the other hand, by constantly searching for the linkage with the motherland, held by women in Japan. As a result, between public social phenomena and private living space, confirmed that it conflicts with repetitive internal contradiction of controlling power and confirmed that complicated and detailed material of women living in Japan who undergo double discrimination What has been expressed over a period is considered to be a resistance expression and a will of expression of reconciliation to coexist with Japanese society. I have attempted to analyze the confessed alienated discourse of "Bongsinghwa" by classifying it as . As a result, it is confirmed that the public social phenomenon and the private life space are confronted with the repetitive internal contradictions of the power of domination, and the expression of the complex and detailed material of the discriminated women in Japan over a long period of time is a resistance to symbiosis with Japanese society And the will of the conversation.