• 한국의류학회지
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• 제45권4호
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• pp.685-702
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• 2021

This study aims to discover how the perceived attributes of luxury fashion platforms affect consumer trust and satisfaction as well as online word-of-mouth intention. Based on a literature review, this study derived four dimensions of perceived attributes: brand assortment size, exclusivity, convenience, and personalization. The paper presents findings from an online survey targeting 359 consumers in their 20s to 30s who had recent experience with luxury fashion platforms. Based on the collected data, a structural model equation analysis was performed using AMOS 22.0 and SPSS 26.0. The findings illustrated that brand assortment size, exclusivity, and personalization had positive effects on consumers' platform trust. In addition, brand assortment size and convenience had a positive impact on satisfaction. Overall, the findings of the study illustrate that perceived attributes of luxury fashion platforms have a significant impact on consumers' platform trust and satisfaction and online word-of-mouth intentions. This study reveals that consumers' trend orientation moderates the effects of consumer attitude and behavioral intention. The academic practice of this study has laid the foundation for understanding mechanisms of marketing strategies by providing the characteristics of platforms in the luxury fashion industry.

• 복식문화연구
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• 제27권3호
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• pp.285-297
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• 2019

Retail firms have begun to pursue the marketing strategies, which stimulate consumers' sensibility and lead people to purchase their products. The visible effects of visual merchandising (VM) arouse consumers' interest and play an effective role in having busy people efficiently choose products. Apparel retail stores such as SPA use the offline store to be the experiential environment of their branding. Consumers' sensitivity and response toward various visual merchandising strategies needs to be accessed. The purpose of this study is to identify VM consciousness and VM evaluation attribute factors. Relationship of such variables with other variables were accessed. As consequence variables, product satisfaction and unplanned purchase behavior were included in the study. An empirical survey data was collected from men and women of various ages. Results indicated that VM consciousness and VM evaluation attribute factors were not correlated with consumer demographic variables. VM evaluation attributes were factored into appropriateness, attractiveness and functionality dimensions. Clothing involvement and brand orientation significantly influenced product satisfaction and unplanned purchase. The direct and indirect effect (via VM consciousness) were significant. For unplanned purchase, brand orientation only had indirect effect. The influence of VM evaluation attribute factors were significant. Appropriateness had stronger effect on product satisfaction whereas attractiveness had stronger effect on unplanned behavior. Functionality dimension had only indirect effect on product satisfaction but did not show significant direct and indirect effects on unplanned purchase. This study identified the pivotal role of VM consciousness in various shopping and purchasing circumstances in offline retail store of apparel brands.

• 문화기술의 융합
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• 제8권1호
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• pp.597-603
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• 2022

팬데믹 환경의 지속과 더불어 패션 산업의 다양한 분야에서 디지털 전환이 적용되고 있다. 증강현실 기술은 현실 세계에 가상의 이미지를 오버랩해서 보여주는 형태로 비대면 환경하에서 온라인 쇼핑이 확대되면서 패션, 뷰티 분야에서 증강현실 기술의 활용이 소비자 만족도 및 매출 증대에 영향을 미치고 있다. 본 연구에서는 디지털 전환에 따른 패션산업에서 활용되고 있는 증강현실 콘텐츠의 특성을 의상, 액세서리, 패션스토어 및 AR패션쇼 분야까지 확장하여 증강현실의 사례 특성을 분석하였다. 패션 산업의 증강현실 기술은 마케팅 활동을 통해 SNS나 홈페이지를 통한 의상 및 액세서리 제품 홍보 특성이 중심을 이루고 있으며 가상 쇼룸 과 AR패션쇼를 통한 구매 과정에서의 편의성 확대 및 엔터테인먼트 콘텐츠 활용에 의한 매출 신장과 브랜드 인지도 향상등의 긍정적 가치를 높이고 있다. 미래디지털 패션 환경에서 증강현실이 활용되는 유형의 범위는 지속적으로 확대될 것이며 증강현실기술의 활용 특성을 도출함으로써 향후 패션산업의 미래 비전을 제시하는데 기여하고자 한다.

• 한국의류학회지
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• 제46권2호
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• pp.232-249
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• 2022

As the postsecondary school-age population continues to decline, the competition among universities to attract potential students has intensified. As an alternative, we propose to introduce a collaborative marketing strategy to universities to gain the attention of precollege students and parents. This study examines perceived fit, the prestige of university and fashion brands, consumption values, and the category of fashion brands in the context of collaboration between university identity and fashion brands. Utilizing an online survey, we collected 391 responses. The results indicate that perceived fit between universities and fashion brands has a significant impact on the purchase intention of collaborative university merchandise. In addition, the prestige of fashion brands plays a key role, while the prestige of universities has no direct effect on purchase intention. However, the indirect effect of university prestige on purchase intention mediated by perceived fit is significant. Also, this study confirms that social value and emotional value have significant impacts on purchase intention. These findings present a guideline for selecting a collaborative partner, which is the most important task in a collaboration strategy. Finally, merchandising strategies reflected consumption values based on precollege students and their parents' needs are proposed.

• 한국의류산업학회지
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• 제24권6호
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• pp.731-743
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• 2022

This study examined the effects of platforms' attributes(economy, convenience, ease of use, and security) on perceived usefulness, perceived enjoyment, trust, and the continuance intention to use. Data were collected through a survey conducted with 327 users of second-hand luxury goods trading platforms in their twenties and thirties; 300 were used for statistical analysis using SPSS26.0 for exploratory factor analysis and correlation analysis, and AMOS 26.0 for confirmatory factor analysis and structural equation modeling. For the attributes of second-hand luxury goods trading platforms, four factors were extracted: economy, convenience, ease of use and security. The results showed that only the security of second-hand luxury goods platforms had a positive effect on the perceived usefulness of the platform, but other attributes did not influence perceived usefulness. In contrast, all attributes of the platform showed positive effects on perceived enjoyment. Perceived enjoyment had a strong effect on trust; however, perceived usefulness did not affect trust. The continuance intention to use the platforms was most influenced by perceived usefulness, trust, and perceived enjoyment, in that order. The current findings can help marketers of second-hand luxury goods platforms optimize the platforms' attributes based on the marketing objectives and develop strategies to build perceived usefulness and enjoyment first, and in turn, trust and intention to use.

• 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.

• 패션비즈니스
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• 제27권4호
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• pp.38-49
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• 2023

Fashion vertical platforms offer various content and events to consumers and have established a strong customer base. Especially, they cater to the sensibilities of young customers. This study analyzed the characteristics of a sensuous fashion vertical platform, which enhances expertise and provides customized services. In addition, this study aimed to find out whether consumer innovation modulates the relationship between fashion vertical platform, platform satisfaction, and continuous shopping intention. An online survey was conducted targeting consumers in their 20s and 30s who had experience using fashion vertical platforms, and 222 samples were analyzed. Factor analysis and structural equation model were analyzed using the SPSS 29.0 and Smart-PLS. Smart-PLS analysis results showed that exclusivity, convenience and informativeness did not directly affect continuous shopping intention but showed a complete mediating effect through platform satisfaction. Both the high and low innovative groups demonstrated significant effects of exclusivity on platform satisfaction, and platform satisfaction showed significant effects on continuous shopping intention. A high level of innovation among the consumers showed significant mediating effects on exclusivity, personalization, and continuous shopping intention, as reflected by information on platform satisfaction, and low level of innovation among the consumers showed significant effect on convenience. This study's findings highlight the importance of enhancing exclusivity, convenience, informativeness, and esthetics in fashion vertical platforms, and improving platform satisfaction. These findings will be used to develop marketing strategies that can lead to continuous shopping intentions and provide opportunities for the industry.

• 패션비즈니스
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• 제27권2호
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• pp.70-87
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• 2023

Today, VR, AR, and MR technologies that travel between real world and virtual world are rapidly developing. These technologies are adopted in luxury fashion brands for virtual fashion shows and runways, virtual retail shops and virtual fitting services. Despite its growth potential and social importance, virtual fashion space has been studies insufficiently. Therefore, this study aimed to examine the consumer experience on the virtual fashion space types, components of virtual fashion space, perceived value, and continuous usage intention. Prada, one of the most active luxury fashion brands in the VR field, was selected as the stimulus for an in-depth interview. Participants experienced virtual fashion show space through VR device (Oculus Quest 2 from Meta) before responding to the questions about their experience. Results showed that material space was more like virtual whereas perceptual space felt like reality. Participants could imagine about more virtual image from material space and more real image from perceptual space elements. Moreover, perceptual space enhanced the immersion, presence, and interactivity compared to material space. Most participants perceived that the virtual fashion show was useful and playful, leading to the continuous usage intention. It implies that improvements for some technical limitation from VR device and virtual contents can provide quality consumer experience in the future. Based on results of this study, fashion companies can establish useful marketing strategies for consumers' immersive and playful experiences when introducing virtual fashion space.

• Human Ecology Research
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• 제61권1호
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• pp.155-168
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• 2023

This study focused on working women's perceptions of social attractiveness and their appearance management behavior. Social attractiveness is defined as individuals' achieved attractiveness which can be expressed through social expressive power or social skills rather than innate physical appearance. This study was empirically conducted through questionnaires distributed to 200 working women in South Korea. According to the results, the participants recognized four factors constituting social attractiveness: physical appearance management, business manners, social skills, and sexual attractiveness. When they were asked to assess themselves on the same measures, these characteristics were further classified into six factors: business manners, feminine attractiveness, fashion sense, sociability, communication skills, and active appearance management. Their self-perceived social attractiveness was found to be influenced by all these factors in the order of feminine attractiveness, business manners, sociability, communication skills. Based on the self-presentation tendencies, the participants were classified into various groups, including the passive management group, daily life-oriented management group, work-oriented management group, neutral group, and active management group. The relative importance of the social attractiveness components was found to differ by group, although working women in all groups rated weight management higher than appearance management behavior. This study has implications in that it facilitates an understanding of the concept of social attractiveness and also provides a foundation base in terms of beauty consulting and marketing for working women to improve their social attractiveness.

• 복식문화연구
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• 제31권3호
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• pp.361-378
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• 2023

This research not only determined the preference of fashion brand distribution channels of active Korean and Chinese seniors who became major consumers in the fashion industry, but also analyzed the effect on these preferences and choices of distribution channels depending on personal consumption characteristics and differences between the two groups. Data was collected by a professional survey firm. SPSS 24.0 and AMOS 24.0 were used for empirical analysis, and frequency analysis, multiple response analysis, EFA, reliability analysis, CFA, SEM, and multiple-group comparison analysis were performed. As a result of multiple response analysis, the offline channel was revealed as the preferred fashion distribution channel for active Korean and Chinese seniors; the second most popular was the online channel. The results of multiple-group comparison analysis reveal differences between two groups in seeking emotional consumption via the offline channel; the effect was only evident for active Korean seniors. A difference in seeking emotional consumption via preference for online channel also existed, but only for active Chinese seniors. For these reasons, marketers targeting active Korean seniors will be effective to not only offer brand information by fashion display to let seniors understand the fashion brand, but also to have brand events to form positive emotions toward the fashion brand. Moreover, targeting active Chinese seniors will be necessary to transmit brand sensibility by utilizing metaverse marketing comprising various factors, so that consumers can enjoy the fashion brand.