• Journal of Fashion Business
• /
• v.27 no.5
• /
• pp.78-92
• /
• 2023

Fashion trends are actively disseminated through social media, which influences both their propagation and consumption. This study explored how users perceive subversive basic fashion in social media videos, by examining the associated concepts and characteristics. In addition, the factors contributing to the style's social media dissemination were identified and its distinctive features were analyzed. Through text mining analysis, 80 keywords were selected for semantic network and CONCOR analysis. TF-IDF and N-gram results indicate that subversive basic fashion involves transformative design techniques such as cutting or layering garments, emphasizing the body with thin fabrics, and creating bold visual effects. Topic modeling suggests that this fashion forms a subculture that resists mainstream norms, seeking individuality by creatively transforming the existing garments. CONCOR analysis categorized the style into six groups: forward-thinking unconventional fashion, bold and unique style, creative reworking, item utilization and combination, pursuit of easy and convenient fashion, and contemporary sensibility. Consumer actions, linked to social media, were shown to involve easily transforming and pursuing personalized styles. Furthermore, creating new styles through the existing clothing is seen as an economic and creative activity that fosters network formation and interaction. This study is significant as it addresses language expression limitations and subjectivity issues in fashion image analysis, revealing factors contributing to content reproduction through user-perceived design concepts and social media-conveyed fashion characteristics.

• Science of Emotion and Sensibility
• /
• v.19 no.3
• /
• pp.59-70
• /
• 2016

Qualitative consumption is a trend in the children clothing market and watching TV of childcare-entertainment reality programs are becoming popular. This study examines the watching degree of childcare-entertainment reality TV programs of parent buyer (30s) and potential buyer (20s) and we investigate their shopping orientation of children wear. We did the survey research of 200 consumers with SPSS statistical analysis including the review of internet news, paper, and books on children wear shopping orientation. The results are following: first, the longer the watching time of childcare-entertainment reality TV programs, the higher shopping orientation, such as following the fashion of child stars, and the higher the watching preferences on childcare-entertainment reality programs, the greater shopping orientation in following childcare-entertainment reality programs star when they are purchasing children's clothing. Second, potential consumers as well as parent consumers were affected by watching the childcare-entertainment reality programs. Watching childcare-entertainment reality TV programs could give the impact when they were shopping children's clothing because they wanted to follow the fashion of childcare-entertainment reality programs TV star. Accordingly, the exposure of the childcare-entertainment reality programs for children clothing is found to be positive to the both current and future consumers.

• Science of Emotion and Sensibility
• /
• v.21 no.2
• /
• pp.137-144
• /
• 2018

The study figured out the operational conditions of a two-way movement actuator made of one-way shape memory alloy (OWSMA) for versatile ventilation intelligent garments. To develop a low-power actuator that consumes energy only when a garment changes its form such as opening and closing, multiple channels of OWSMA were used, and optimum diameter of the wires was examined. For the switch device, optimum voltage application unit time was determined. Optimum diameter of OWSMA wire was determined by applying 3.7V to the pre-determined candidate diameters, which demonstrated two-way operation in previous studies. In order to evaluate the optimum voltage application time, the internal diameter of the actuator was measured while increasing and decreasing by 50 ms from the unit time of voltage application. Delay time under two-way operation of the actuator was measured to minimize interference caused by heat between channels. Power of 3.7V was applied to OWSMA for assessment of optimal time, and the whole process from heating to cooling was video-recorded with a thermal image camera to determine the point of time at which the temperature of OWSMA wire dropped below the phase transformation temperature. The results showed that $0.4{\Phi}$ was the most suitable diameter, and the optimum unit time of voltage applied to open and close the actuator was 4100ms. It was also shown that the delay time should be more than 1.8 seconds between two-way operations of the actuator.

• Science of Emotion and Sensibility
• /
• v.19 no.1
• /
• pp.71-82
• /
• 2016

Consumers tend to perceive the shoes as just their footwear to protect and comfort foot and fashion products to decorate and express their self-images. Even though online market research analysis indicated shoes consumption is important in daily life of consumers, there is limited research that was conducted specifically on shoes e-market. The research investigates the process of shoes' e-impulse buying focusing on the effects of shopping orientation, marketing stimulus and consumers' perceived risk in shoes market at Internet. A total of 408 self-administered questionnaires were obtained from universities students, who had experienced the e-impulse buying of shoes at least once for the last six months. Results confirmed that consumers who had higher hedonic shopping orientation or brand shopping orientation were more likely to consider the marketing stimuli (e.g., promotion stimuli and product stimuli), whereas consumers who had higher economic shopping orientation were consider the lower marketing stimuli and the more perceived functional risk in the e-shopping context of shoes. For shoes, marketing stimulus had directly positive effects on e-impulse buying, while consumers' perceived risk had no significant effects on e-impulse buying. The findings suggest that the market stimulus, which is affected by consumers' shopping orientation, is an important factor in triggering e-impulse buying of shoes.

• Science of Emotion and Sensibility
• /
• v.19 no.1
• /
• pp.3-10
• /
• 2016

This research was to investigate the effect of fatigue reduction and heart rate recovery (HRR) according to whole body vibration (WBV). 20 healthy participants were recruited and divided into vibration group (VG) and none vibration group (NVG). VG was group with provided vibration and NVG was group without vibration. They exercised slope gait with 8.5 degree and 4km/h during 30min. They rested on the chair type vibrator during 30min. The vibration consists of 10hz as frequency and 5mm as amplitude. We measured the lactate in the blood and HRR before, immediately after exercise and after rest session. The results showed that lactate level in VG the more decreased at 95.2%. The result of HRR was similar including recovery at 50.67% in VG. The WBV with stimulated vessel in muscle assisted the recovery function by reducing the excess post-exercise oxygen consumption (EPOC) quickly and improving blood circulation. The rest with WBV could provide efficient cool-down exercise for elderly and women without other physical activities after exercise.

• Science of Emotion and Sensibility
• /
• v.10 no.4
• /
• pp.511-521
• /
• 2007

It is very important that design based on preference of consumers who continuously change. Therefore, the method that can decide on the design concept which a consumer can prefer in future points of time that a design is released is necessary. There may be various ways to decide a design concept, but trend analysis is one of the best ways to be able to satisfy consumer preference. The purpose of this study is to provide a process that can give a direction of MP3 player design oriented consumer emotion. For the purpose, we considered about trend analysis as the ways that can present the design direction that can grasp a change of continuous preference, and a consumer can prefer with early bases in future points of time of a consumer. In this empirical research, we decided on design elements and levels of the elements after collecting 228 MP3 players released from 2000 to 2007, and carried out trend analysis through homogeneity analysis by SPSS program. In the result, we knew that future consumers also will regard emotional experience consumption as important. So, MP3 player design will be developed into consumer emotion-oriented design. We predict 4 trends for a future MP3 player design. 1. Development of high-priced MP3 player with various multimedia functions. 2. Development of MP3 player with basic functions. 3. Development of new convergence products with MP3 function. 4. Development of new MP3 player based on flash memory. If designers can infer a future MP3 player design from this design trend results, the probability that can occupy competitive advantage in their competitions will be high. Therefore this study can be useful.

• Science of Emotion and Sensibility
• /
• v.17 no.3
• /
• pp.49-56
• /
• 2014

This study aims at providing basic data for product planning to design smart clothing and to develop applications, focusing on consumers by satisfying their emotions through analyzing emotional factors on smart clothing, comparing emotional differences between conventional clothing and it, reviewing changes of consumers' emotion by integrating the product and clothing and researching differences of preference and purchase intention between smart clothing and traditional one. As the results of the study, emotional factors for smart clothing were analyzed with total 6 including 'technical', 'comfort', 'aesthetic', 'modern', 'fun' and 'multiple' factors. Among them, except for 'comport', five emotional factors showed emotional factors between conventional sport-casual clothing and smart clothing. That is, emotional factors of 'technical', 'aesthetic', 'modern', 'fun' and 'multiple' were emphasized more in smart clothing than conventional ones, indicating that they should be considered in planning products of smart clothing. Though there was no significant difference of preference between smart clothing and conventional clothing, in case of comparison of averages, that of smart clothing was a little higher. For purchase intention, smart clothing was lower than the conventional clothing. So preference seems to be not directly related to consumers' immediate purchase. To make consumers' interests and preference to result in purchase, it is necessary to develop smart clothing with more various applications and to prepare commercializing strategies. As the results of the analysis on free-descriptive questionnaire survey, consumers were interested in development of smart clothing to help diet with functions including energy harvesting from body motion, calorification and perspiration, measurement of motion and calory consumption as well as health-care type smart clothing to measure heartbeat and ECG. Reflecting these requirements from the consumers, they should be utilized as guidance to develop smart clothing in the future.

• Science of Emotion and Sensibility
• /
• v.20 no.4
• /
• pp.31-40
• /
• 2017

This research aims to investigate 'Hallyu' contents consumption tendency of consumers from Korea, Japan, and the United States by analyzing their emotional responses. With the development of social media, research on emotion analysis by reviewing text materials has grown. Whereas environmental variables affect consumer demand towards 'Hallyu' contents, little comparative analyses have been conducted on the emotional responses of consumers from different countries. In this research, the emotional prototype model proposed by Russell(1980) used to extract and distinguish emotional words to clarify how people in the three countries differently perceive the Korean drama "Goblin". First of all, the SNS reviews were collected during a two-month period (February 12 to April 12). Second, significant factors were identified in the collected data according to Russell's emotion model. Third, random forest was applied to organize the selected variables in the order of variable importance. Fourth, the correlations among the emotional words were compared. Lastly, the accuracy of the trained model was measured using the test dataset. The results show that "Happy" was found to be the greatest factor in Korea and in the United States and "Pleased" in Japan. Emotional words correlations showed that when watching the drama "Goblin", "passive unpleasure" was the main factor associated with individual's interest in Korea whereas "passive pleasure" was associated with individual's interest in Japan and in the United States. Based on the results, this research suggests the possibility of developing evaluation guidelines for emotional responses of different countries towards 'Hallyu' contents.

• Science of Emotion and Sensibility
• /
• v.23 no.4
• /
• pp.33-40
• /
• 2020

As the number of automobile registrations increases and luxury expectations grow, consumers are increasingly interested in indoor environment of vehicles. Therefore, manufacturers have an increasing interest in improving the indoor comfort as well as automobile performance. Research on indoor automobile comfort can help manufacturers increase driver satisfaction and reduce driver stress and discomfort, thereby reducing the risk of traffic accidents. Using electroencephalogram (EEG) measurements, we investigated the change in comfort and comfortable temperature according to the ventilating seat temperature change for both men and women. Results showed that the sensation of comfort was statistically significantly higher at 25℃ than at 28℃. Secondly, there was no statistically significant difference in temperature-based comfort feeling between male and female subjects. In the future, if the correlation between the driver's comfort feeling and the change in ventilating seat temperature is analyzed, it is possible to reduce traffic accidents caused by human error and reduce the electric energy consumption of the automobile.

• Science of Emotion and Sensibility
• /
• v.22 no.2
• /
• pp.69-82
• /
• 2019

Do animals have a mind? Our understanding about whether animals have minds depends on our relationship with animals, as we cannot determine animals' actual minds. These two studies presented here thus examined the meat paradox, that is, an inconsistency between love for animals and the act of enjoying eating meat in the context of mind perception. Study 1 examined whether mind perceptions toward various animals are classified on the basis of experience-related capacities, such as feeling pain, and agency-related capacities, such as having self-control. In Study 2, mind perceptions toward cows and sexually objectified women were classified on the basis of food condition and non-food condition. In the food condition (experimental condition), cows were portrayed as products for meat consumption, whereas in the control condition, they were described as animals living on a farm, eating grass. The results of Study 2 demonstrated revealed that mind perception was positively associated with how morally incorrect it was to eat animals. Study 2 thus demonstrated that the scores of mind perception toward cows and sexually objectified women in the experimental condition were significantly lower than those in the control condition. These reduced mind attribution in the experimental condition implied that people may be motivated to reduce cognitive dissonance between their attitudes toward animals, such as loving them, and their behaviors, such as, eating meat. In addition, these results suggest that objectification toward animals may impact the objectification and mind perception toward human beings as well. These findings highlight the role of dissonance reduction in the meat paradox and objectification theory so as to understand basic psychological processes involved while making moral choices in everyday life.