• 한국의류산업학회지
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• 제17권5호
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• pp.770-780
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• 2015

This study intended to explore fundamental causes affecting consumers' response actions from psychological factors in the situation of sellout occurring during shopping in online fashion stores. In addition, this study devised a virtual online shop in order to measure consumers' cognitive and emotional psychological responses they experienced when goods were sold out. The subjects involved women in 20s~30s, major customers of online shopping, and the subjects were randomly allocated to one of eight questionnaire forms (2(stockout size: high vs low)${\times}2$(product assortment similarity: similar vs. dissimilar)${\times}2$(restocking cue: included vs excluded)). The number of final data used for the analysis was 336 and through SPSS 21.0 program, two-way ANOVA and bootstrap were utilized. The analysis result was that consumers' psychological responses (emotions, psychological reactance) of online shops differed by means of varying stockout situations. The stockout size had positive effect on psychological reactance and negative emotions. On the other hand, there was no difference in positive emotions (arousal) according to stockout size. In stockout situation of online fashion store, the moderating effect of product assortment similarity and restocking cues were verified. According to the analysis result, interaction effects between stockout size and restocking cues, product stockout size and product assortment for psychological reactance were significant. Lastly, the mediation effect of psychological reactance and emotion between stockout size and behavioral response was tested. As a result, the moderated mediation effects of psychological reactance for substitute were significant when product assortment was dissimilar and restocking cue was exclude.

• 패션비즈니스
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• 제27권1호
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• pp.140-155
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• 2023

This study was undertaken to observe the influence of the model image and self-image congruence of consumers in Korean cosmetic advertisements on the advertising attitude and analyze the relationship between self-image congruence and advertising demand type, participation, and advertising effect, and to help develop plans to more effectively communicate advertising images. The experimental design of this study was 2 (self-image congruence: consistency vs. inconsistency) × 2 (advertising appeal: rational appeal vs. emotional appeal) × 2 (involvement: high vs. low) three-way ANOVA. The results of the study showed that the interrelationship between self-image congruence and advertising appeal type and involvement played an important role in determining the advertising attitude. More specifically, firstly, the self-image congruence of consumers in Korean cosmetic advertising affected the advertising attitude. Secondly, in the advertisements of Korean cosmetics, consumers preferred a rational advertising appeal to an emotional advertising appeal. Finally, statistical results showed significant differences in the influence of the interaction effect of the self-image congruence status of consumers and the advertising appeal on the attitude of advertising. The Korean cosmetic involvement of consumers had a significant impact on whether the Korean cosmetic advertising model image and consumer self-image were consistent with the type of advertising appeal and on the interaction effect of advertising attitude.

• 한국의류산업학회지
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• 제20권5호
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• pp.509-519
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• 2018

This study is to examine the effects of salespeople' attributes (i.e., empathy, availability, professional appearance) on consumer cognition, emotion, and behavior. A conceptual model was developed based on stimulus-organism-response (S-O-R) theory and cognition-emotion theory. A total of 542 questionnaires were collected online and some incompletely written questionnaires were excluded. Because of the high possibility of memory distortion, only the questionnaires (n=220) written by those who visited fashion stores within one week were used for the final analysis. The results of PLS analyses demonstrated that 1) salespeople's empathy directly affected consumers' shopping emotion; 2) salespeople's availability and professional appearance indirectly affected consumer's shopping emotion through store image; 3) consumers' shopping emotion positively affected purchase intention. Theoretical and practical implications of the results are discussed in conclusion. As a result of this research, the main characteristics of the salespeople were identified in order to allow the consumers visiting the fashion store to buy the fashion products naturally and the basic directions of sales manuals for the salespeople in the fashion store were presented. It is also hoped that academic researchers will be able to use the characteristics of salespeople as the main data to understand how they affect consumers' cognitive and emotional responses and how they are connected to purchase behavior.

• 복식
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• 제65권1호
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• pp.89-103
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• 2015

The purpose of this study is to design fashion-cultural products by reviewing the symbolism in Changseung and Sotdae, which are folk belief sculptures. This study was performed by literature reviews of Changseung and Sotdae in order to look into the characteristics of folk belief and traditional culture, and the designs were developed from the symbolism extracted from Changseung and Sotdae with photoshop CS5 and illustrator CS5. The Symbolism of Changseung and Sotdae were as follows: First, Changseung and Sotdae express the 'symbiotic world view' that human beings need to devote one's life to nature. Second, original materials were saved in order to achieve the 'pursuit of essence'. Third, 'simple esthetic expression' was symbolized through the undivided condition between art, religion and life. And fourth, 'empathic humor' was seen through the basis of emotional sense of affinity. The first concept of design development was 'Pursuit of Essence', which was inspired by the characteristics of 'symbiotic world view' and 'pursuit of essence'. Changseungs were expressed as simple and abstract, and Sotdaes as simplified and modern by symmetrical and rotating copy. The second concept, 'Touch of Humor' was inspired by 'simple esthetic expression' and 'emphatic humor'. The face of Changseungs was exaggerated in a humorous ways and Sotdae was developed as sub-motives. The items for the fashion-cultural design were T-shirts, bags, and scarves. Total of 24 items were developed with 4 differently styled designs for each concept. This study was based on basic culture and attempted to diversify the traditional culture items. It hopes to raise the value of traditional culture, and furthermore help build up national competitiveness.

• 한국의류학회지
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• 제19권3호
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• pp.536-547
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• 1995

The modernization of the fashion design in our country, like our chaotic modern history, has not been easy for us to grasp its main stream because it lacked historical consciousness and sincere attitude of creating. In trying to find out designs very Korean, designers usually ignore the deeply rooted ideologies and modes of our own, and primarily depend on the scattered fragments of tradition, such as the curled line of the ancient roofs, folk jackets and skirts, and Talcum, our ethnic dance, sometimes making some patchwork like clothes they divan't really intend to make. In the world of modern design, especially of the fashion industrial design, designs more scientific, more rationale and more positively appealing to the consumers, not the unconscious and emotional ones, are being demanded. To win in the fierce competing world of design as well call this age an age of "Design War", it is desirable for us to create our peculiar designs by uniting the internationalism (universality) and nationalism (traditionalism) together under a single rigid purpose. Analyzing the designs mainly of Korean style fashion designers since the 1980s, 1 could see that Korean designs in the aspect of appearance have a strong tendency toward applying or reviving the traditional elements, thus are under a bias toward nationalism rather than in ternationalism. The idea of "very Korean" does not mean a mere harmony or negotiation of the traditional elements with modern ones. It is rather a concept from vivid historical experiences of the conflict between the purely Korean mental, cultural heritages and the demands in mod- eradiation. Therefore, based on this concept of "very Korean" we must create fashions completely Korean and modern at the same time.n and modern at the same time.

• 한국의상디자인학회지
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• 제10권2호
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• pp.1-10
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• 2008

Yellow, one of the five direction colors, is a prevailing color in artificial dyeing. The color has implied and symbolized wealth and power since ancient times. Yellow has been extracted mainly from flowers. Shapes, colors and scents of flowers not only have enriched emotional mentality, but have also been used for medicinal herbs, and dyestuff since the very old days. Coloring matter from flowers is very beautiful, and it has been used for dyeing textiles. Textile dyeing have formed a color culture and developed a dyeing culture since ancient times. Flowers include a variety of color matters, and can be easily obtained around us. Therefore, flowers have been a widespread natural dyestuff. It is well known that beautiful colors can be extracted from flowers, which are eco-friendly and non-polluting. In addition, flowers are easily provided. In this study, yellow wild flowers were selected as subjects. Seven flowers with color matters distiguishable through the naked eye were used: Korean forsythia, golden-wave, Mongolian dandelion, sunflower, conflower, chelidonium and chrysanthemum. Coloring matters were extracted from the seven flowers, which have been used to create a variety of colors through various dyestuffs; and the colors have been analyzed and presented. Dyeing and coloring matters were tested and analyzed, and several types of dyestuff had also been scientifically measured after treatment.

• 한국의류학회지
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• 제43권6호
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• pp.910-929
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• 2019

This study identifies the effects of the characteristics of an online shopping cart based on the theory of psychological ownership. This study created experimental stimuli similar to the actual fashion website in order to derive the exact emotional and behavioral responses of participants. To test the hypotheses, four experimental groups of 2 (personalization: high / low) × 2 (accessibility: high / low) were formed with between-subject design. We selected 201 women in 20-30s as participants and they responded to an online survey after experiencing website stimuli. The collected data were analyzed using SPSS 25.0 and SPSS PROCESS Macro program. The results show that the effects of personalization of an online shopping cart on the purchase intention of the fashion product in the cart is significant; in addition, the main effect of personalization of cart on consumer's psychological ownership was confirmed. It was also found that the path of personalization of the online shopping cart to purchase intention through psychological ownership was significant. The findings of this study contributes to the extension of online shopping cart research and provide suggestions to recognize the important role of psychological ownership in increasing the purchase conversion rate.

• 한국의류산업학회지
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• 제7권2호
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• pp.196-202
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• 2005

The purposes of this study were to investigate and analyze the relationship between the elements of textile design and consumer emotion and to suggest effective design methods. In addition, the forecasting system for textile design based on the results of this study was developed. The database system of textile design was organized by installing Mysql database server and tomcat servlet container on windows NT. The user interface was utilized using jsp on the web. This study findings can provide textile design samples which were suitable for each emotional factor, and an evaluation basis for each design element by the descriptive system of textile design. The forecasting system based on this study findings can also provide specific design methods for the effectiveness of consumer emotion and can be applied in a practical design process. This study based on the results of the quantitative analysis on consumer emotion has presented an objective and an efficient design method. This will be a useful expedient to improve the existing textile design process and for the consumer design.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제16권8호
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• pp.2720-2735
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• 2022

This study proposes an internet design framework for users to improve their positive emotions when they are in a negative mood. First, the literature review focuses on the definition of emotion, positive emotional design in internet experiences, and emotion regulation. Second, in order to construct an internet design framework that improves positive emotion, this paper adopts a qualitative analysis method to analyze 70 collected studies in the area of regulating emotion and stimulating positive emotions. Additionally, bibliometrics and statistics are conducted to summarize the framework and strategies. Third, two cases of internet design are presented: (a) Internet design that improves users' positive emotions is examined under the background of extreme rainstorm as an example; an applet service design is provided by case study; (b) in the context of COVID-19, we developed an Internet of things interactive design that improves users' positive emotions. Fourth, the internet design framework and the results of the case studies are analyzed and discussed. Finally, an internet design framework is proposed to improve users' positive emotions when they are in a negative mood, which includes the Detachment-empathy framework, External-protection framework, Ability-strengthen framework, Perspective-transformation framework, and Macro-cognitive framework. The framework can help designers to generate design ideas accurately and quickly when users are in a negative mood, to improve subjective well-being, and contribute to the development of internet experience design.

• 한국의류산업학회지
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• 제9권1호
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• pp.41-48
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• 2007

Marketing strategists believe that the best way to satisfy customers is through satisfied employees. In fashion retail businesses, salespersons play a pivotal role for the success of business, since fashion products have emotional properties and customers' emotion is largely affected by personal selling at the point of purchases. The present study aims to examine relationships among internal service quality, job satisfaction, and organizational performance in fashion retail businesses. Specifically, the study will test the validity of applying service quality concept to the internal service targeting the sales person of fashion retailers and identify dimensions of internal service quality. Data were collected from salespersons of women's wear and imported brand stores at four major department stores. 205 survey responses were used for the final analysis. The factor analysis extracted empathy/tangibility, assurance, responsiveness and reliability factors. The structural path analysis and effect analysis indicated that the importance of assurance and responsiveness of internal service quality had significant direct effects on job satisfaction and significant indirect effects on organizational performance. Reliability dimension of internal service quality had a significant direct effect on job satisfaction. The importance of empathy/tangibility dimension, however, was relatively weak in the model.