• The Journal of the Convergence on Culture Technology
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• v.8 no.6
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• pp.287-294
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• 2022

The purpose of this study is to find out consumers' perceptions of "metaverse," a newly spotlighted technology, through big data analysis as a non-face-to-face society continues after the outbreak of COVID-19. This study conducted a big data analysis using text mining to analyze consumers' perceptions of metaverse before and after COVID-19. The top 30 keywords were extracted through word purification, and visualization was performed through network analysis and concor analysis between each keyword based on this. As a result of the analysis, it was confirmed that the non-face-to-face society continued and metaverse emerged as a trend. Previously, metaverse was focused on textual data such as SNS as a part of life logging, but after that, it began to pay attention to virtual reality space, creating many platforms and expanding industries. The limitation of this study is that since data was collected through the search frequency of portal sites, anonymity was guaranteed, so demographic characteristics were not reflected when data was collected.

• Fashion & Textile Research Journal
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• v.26 no.1
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• pp.1-14
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• 2024

Virtual influencers, who are emerging as new players in digital marketing, impact consumers' purchase intentions. They promote positive perceptions and mimetic consumption of specific brands or products through interactions with followers. Therefore, this study aims to examine the effect of the characteristics of virtual influencers on the purchase intention for fashion products through the consumers' mimetic desire. As characteristics of virtual influencers, five factors were set: reality, attractiveness, professionalism, trustworthiness, and curiosity. Data for analysis were collected through an online questionnaire from the 8th to the 15th of August 2023, and 268 data points in total were analyzed using SPSS and Process Macro 4.3. The results of the study showed that the characteristics of virtual influencers all positively affected mimetic desire and purchase intention for fashion products. Moreover, it was found that mimetic desire has a mediating effect between the five characteristics of virtual influencers and the purchase intention for fashion products. Mimetic desire fully mediates the relationship between reality and the intention to purchase fashion products, and partially mediates the relationship between attractiveness, professionalism, trustworthiness, and curiosity and the purchase intention for fashion products. These findings further enhance the understanding of the relationship between virtual influencers and consumer behavior and identify the relationship between virtual influencers, mimetic desire, and fashion product purchase intentions. Consequently, leveraging virtual influencers strategically in digital marketing, the fashion industry can amplify positive brand perceptions, drive consumer engagement, and ultimately foster increased purchase intent.

• The Research Journal of the Costume Culture
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• v.32 no.2
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• pp.247-259
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• 2024

This study assessed the effectiveness of brand image communication on consumer perceptions of cruelty-free fashion brands. Brand messaging data were gathered from postings on the official Instagram accounts of three cruelty-free fashion brands and consumer perception data were gathered from Tweets containing keywords related to each brand. Web crawling and natural language processing were performed using Python and sentiment analysis was conducted using the BERT model. By analyzing Instagram content from Stella McCartney, Patagonia, and Freitag from their inception until 2021, this study found these brands all emphasize environmental aspects but with differing focuses: Stella McCartney on ecological conservation, Patagonia on an active outdoor image, and Freitag on upcycled products. Keyword analysis further indicated consumers perceive these brands in line with their brand messaging: Stella McCartney as high-end and eco-friendly, Patagonia as active and environmentally conscious, and Freitag as centered on recycling. Results based on the assessment of the alignment between brand-driven images and consumer-perceived images and the sentiment evaluation of the brand confirmed the outcomes of brand communication performance. The study revealed a correlation between brand image and positive consumer evaluations, indicating that higher alignment of ethical values leads to more positive consumer assessments. Given that consumers tend to prioritize search keywords over brand concepts, it's important for brands to focus on using visual imagery and promotions to effectively convey brand communication information. These findings highlight the importance of brand communication by emphasizing the connection between ethical brand images and consumer perceptions.

• Journal of Digital Convergence
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• v.11 no.3
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• pp.85-93
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• 2013

This study were investigated in Korean and Chinese consumers' awareness about the controversial ads expressions. Any ethical evaluation and consumers about the issue of the type of ad that is examined, and also the difference between Korea and China, the consumer perception of advertising ethics evaluation is confirmed. Korean and Chinese consumers consumerism to promote awareness and relevance is analyzed. Firstly, the negative role of advertising in terms of positive perceptions of Chinese consumers significantly higher. The other hand, recognize the positive role in the Korean consumer awareness was high. Second, the Korean consumer advertising that targets children positive response compared to Chinese consumers higher. Third, Sexual Appeal for Chinese consumers think that is very generous compared to Korean consumers were Fourth, Korea and China consumers about tobacco advertising for all tobacco advertising was negative ethical perception. Fifth, obnoxious ad, ads, such as racial discrimination and acts for all bilateral consumers very negative comments were, for the spread of AIDS, bilateral consumers allow condom ads for all the positive responses demonstrated. The results of this study advance into China and the Korean company's executives and advertising agency advertising practitioners to formulate a strategy to accommodate an effective message.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.12
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• pp.1878-1890
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• 2008

The main objective of this study was to examine how Chinese consumers' perceptions toward Korean apparel products have changed over the years. Specifically, motives for purchasing Korean apparel products, information sources, purchase criteria and evaluation on Korean apparel products were investigated. Data were collected in 2002, 2003, 2005, and 2007 from young female Chinese in Beijing, China during the months of June and July. A total of 603 questionnaires were collected and 578 were used in the final analysis. The results of two-way analysis of variance by year and purchase experience indicated that in overall, purchase motives and importance of various information sources changed greatly over the years, while evaluation on Korean apparel products have remained relatively stable. In comparison to the longitudinal changes in Chinese perception toward Korean apparel products, Chinese consumers' perception toward Korean apparel products did not differ significantly in most of variables according to purchase experience.

• Journal of Distribution Research
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• v.12 no.4
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• pp.109-125
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• 2007

Even though private brands have low cost advantages to national brands, consumers perceive the qualities of private brands lower than the qualities of national brands. To overcome such perceptions of consumers, alliances between private brands and national brands should be tried. This study investigates the effects of consumers' attitude for private brands and national brands on the evaluation of brand alliance between private and national brands, especially when national brands are used as ingredient brands of the private brand. We also study the moderating effects of consumers' price sensitivity and quality sensitivity on this brand alliance evaluation. Additionally, we try to provide some guidelines for successful brand alliances between private and national brands.

• Korean Journal of Human Ecology
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• v.19 no.6
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• pp.1063-1070
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• 2010

This study examined 12 types of towels with differing fabric material, function, quality, printing, pile length, twist, etc. from a towel company which manufactures and distributes products domestically. After 3 months of use by consumers, a consumer satisfaction survey was administered and results analyzed. Four types of towels were assigned to each group and the towels were used every day for 3 months. Participant feelings after using the towel for the first time and after using it for three months were investigated. The questionnaire consisted of 26 questions on a 5-point Licket-type scale. The first 13 questions measured perceptions of absorption, touch, fine fiber loss, contamination, deformation, drying speed, and design. Other questions compared differences between the two towel types in terms of their material, function, quality, printing, pile length, and degree of twisting. Results showed that, with regards to weight, consumers preferred towels between 130~150g and a thickness of around 1.7~1.8mm. The bamboo towel was considered superior to the cotton towel in terms of sense of touch and did not happen linter after washing. The antibacterial towel was considered better than the cotton towel in terms of absorption but in terms of contamination, participants felt the antibacterial towel became dirty more easily than the cotton towel. We thought that it might be influence of the color of towel. Low-quality towels became stiffer and misshapen more easily than higher-quality towels. But the study showed that the consumers did not perceive significant differences in the towels' quality. Printed towels became thinner and their color changed more with washing. The consumers preferred the design of jacquard towels to printed towels. Towels with short piles was happened more linter than the towel with long pile after washing. Non-twisted towel were better than the highly-twisted towel in terms of sense of touch and absorption but the non-twisted towel happened more linter after washing and became dirty more easily.

• Journal of the Korea Fashion and Costume Design Association
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• v.10 no.3
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• pp.127-136
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• 2008

The main focus of the study resides in antecedents of price acceptability. Levels of acceptable price may be related to the consumers' perception on reasonable or expected price. Price acceptability is known to have several psychological antecedents. One of the antecedents to price acceptability reported by prior researches is price-quality inference, a tendency to correlate high price to excellence in quality. In addition, price-conscious consumers are likely to show lower level of price acceptability level. Another well-known antecedent is sale proneness. Sales-prone consumers may relate price of apparel products to product quality information. Moreover, it was reported that involved consumers should be more concerned with the products to its price and thus should have higher levels of price acceptability. A conceptual model with price consciousness, sale proneness and product involvement as the exogenous variable, price-quality inference and price acceptability as the endogenous variable was developed for the empirical study. Measures of research variables were developed based on previous studies. Questionuaires from 298 respondents were analyzed for the study. The average age of respondents was 27. About 60% of the respondents were married and about 65% of them had college degrees. Empirical results supported all of the hypothesized relationships. Price consciousness had significant negative influence on price-quality inference and price acceptability. Sale proneness significantly influenced price-quality inference, while apparel involvement had significant impact on price-quality inference and price acceptability. Price-quality affected price acceptability significantly. This study generated a framework to help scholars understand antecedents of price acceptability of apparel products. Price has been shown to playa dual role in consumer's perceptions, either positively or negatively. Price consciousness played a negative role, and product involvement had a positive role in evoking higher level of price acceptability. This study also suggests additional source of positive, yet indirect role of price, sale proneness. This study also affirmed the importance of price-quality inference in arousing higher level of price acceptability.

• Journal of the East Asian Society of Dietary Life
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• v.17 no.5
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• pp.661-670
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• 2007

To investigate the market potential for developing Gochujang(a traditional Korean hot pepper soybean paste) products in the UK including the European market, a qualitative consumer study utilizing focus groups was conducted on the $23rd{\sim}25^{th}$ of May, 2005. The focus group approach utilizes small groups of consumers and is very effective in determining the ways in which a product can be used, by examining consumer perceptions on the overall sensory properties of a product as well as variations in taste, flavour, and texture. A series of six consumer group studies were carried out in three different locations around the UK. Each group involved approximately eight respondents(a total of 48 respondents) and ran for at least 90 minutes. The respondents were recruited by specific criteria to achieve a cross-section of ages and genders. All respondents purchased, prepared, and ate home-cooked Oriental/Far Eastern cuisine. Consumer reactions to Gochujang in its traditional form, and in manufactured products, were explored in terms of appearance, texture, flavour, and taste the consumers' perceived uses and applications for products were also examined. Many consumers were familiar with ethnic cuisines such as Chinese, Thai, Japanese, Indian, and Tex/Mex, already preparing these foods using various convenience products at home at least twice a week. However, Korean cuisine was not mentioned by any of the respondents. The Gochujang sauce presented during the interview had broad based appeal mainly as a dipping sauce, and to a lesser degree as a marinade. Traditional Gochujang has the potential to inspire consumers who are looking for novel and authentic world cuisine products. From the sensory evaluations of various prototypes developed according to consumer reactions during the focus group interviews, three prototypes(a sauce for chicken, dipping sauce type, and BBQ sauce type) were determined for further consumer preference studies.

• Journal of the Korean Society of Clothing and Textiles
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• v.44 no.2
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• pp.255-272
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• 2020

This exploratory study investigated Chinese consumers' perceived usefulness and risks of fashion apps and identified reasons for continuance and discontinuance intentions. This study conducted focus group interviews with a convenience sample of 13 Chinese students majoring in fashion in Korea. Based on interviewee responses, this study identified five attributes leading the perceived usefulness of mobile fashion apps (ubiquity and convenience, multi-media information, personalization, interactivity between consumers, and immediateness) and sub elements related to the five attributes. Five types of perceived risk (privacy risk, security risk, product risk, loss of future opportunity, and time risk) were identified in relation to Chinese consumers' use of fashion apps. The important role of live streaming services was uniquely identified by Chinese fashion app users. Usefulness of location-based information provided by mobile fashion apps were differently perceived according to respondents' use purpose, and augmented reality services provided by the apps were related to entertainment rather than usefulness. This study provides meaningful insights into Chinese consumers' perceptions of fashion apps and important app attributes that influence their continuance and discontinuance intentions. The findings from this study lend preliminary implications for future researchers and fashion businesses interested in the Chinese app market.