• 복식문화연구
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• 제17권5호
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• pp.878-885
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• 2009

Y세대는 시장연구에 있어서 많은 흥미를 갖는 세대이다. 이 세대는 1981년에서 1995년에 태어난 사람들로 미국의 역사상 가장 큰 소비자 집단을 이루고 있다. 본 연구의 목적은 미국에 있어서 Y세대들이 청바지를 구입할 때 고려하는 결정 요인들과 맞음새 문제에 대한 그들의 관심을 잘 이해하는 것이며, 연구 결과를 통해 미국 의류업체들이 소비자들의 요구를 잘 반영할 수 있도록 기초자료를 제공하려는 것이다. 본 연구 결과, 미국의 Y세대들은 인터넷이나 미디어에 영향을 받기 보다는 또래집단이나 자신들의 직감능력에 더 의존하는 것으로 나타났다. 쇼핑 방법에 있어서는 리테일 스토아를 백화점이나 디스카운트 스토아보다 더 선호하였다. 또한, 청바지 구매시 맞음새를 브랜드나 색상보다 더 중요한 결정 요소로 생각했으며 87%가 그런 생각을 갖고 있었다. 맞음새 문제에 있어서 대부분 젊은층인데도 불구하고 바지 길이, 엉덩이앞뒤길이, 허리둘레에 문제가 있다고 하였다. 이 맞음새 문제는 가격대와 사이즈와도 관련이 있는 것으로 나타났으므로 의류 생산 업체들이 다양한 신체 형태와 대상 소비자들의 이해에 관심을 갖을 필요가 있는 것으로 사료된다.

• 복식
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• 제63권8호
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• pp.156-170
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• 2013

The purpose of this research is to scrutinize the cyclist's consumer behavior by analyzing the eWOM information search behavior of cycle-wear according to benefits sought and involvement. The research was conducted through an online survey and the respondents were 291 men who wore cycle-wear and searched information via online. The results of this research are as following. First, the benefits sought from wearing cycle apparel are composed of five sub-factors such as, ideal body figure, brand ostentation, comfort ease, personality, and economic feasibility. In addition, the cycle-wear involvement consisted of two sub-factors: cycling involvement and fashion involvement. Second, the eWOM information search behavior of cyclists was different depending on the benefits sought by the cyclists. When the cyclists pursued ideal body figure they searched more information of design and color, while cyclists put more weight on the information of design, color, and brand when they sought brand ostentation. Moreover, the valence and the type of the information were dissimilar depending on the benefits sought. Third, the sub-factors of eWOM information search behavior affected the eWOM effect distinctively. The price information was the only factor that influenced the eWOM effect among the contents of the information. The valence of the information influenced the eWOM effect, and the effect of positive information was stronger than negative information. Additionally, the subjective information also affected the eWOM effect. Lastly, the effect of the benefits sought influencing the eWOM information search behavior varied by the difference of the cycle-wear involvement. For example, when they are both high in the involvement there were various benefits sought affecting the eWOM information search behavior. However, when only the cycling involvement was high, and they pursued personality, the price information was not important to them.

• 한국주거학회논문집
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• 제23권3호
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• pp.43-52
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• 2012

The purpose of this study is to determine the characteristics of interior coordination in accordance with lifestyles to provide better interior conditions for house dwellers who have many different preferences and needs. For this purpose, this research examined the lifestyles of house dwellers, and their experiences on interior coordination, needs and preferences of dweller groups according to their lifestyles. As the methods of the study, both literature research and empirical survey were conducted. The findings of the study can be summarized as follows; The factor analysis shows that there are five main factors significantly affecting the lifestyles of apartment residents, and the lifestyles of residents were largely classified into four groups. G1 group is characterized by 'demand for luxuriousness' and 'pursuit for beauty', and G2 group has tendency of 'information orientation' and 'pursuit for self-expression', G3 group shows strong tendency for 'pursuit for practicality' and G4 group is characterized by 'pursuit for self-expression' and 'pursuit for beauty'. The four groups showed distinct characteristics in their experiences, needs and preferences of interior coordination. G1 group can be names as 'the style of well-being and luxuriousness', and they are very positive in the interior climate change and prefer artistic items and luxurious atmosphere. G2 group, which can be named as 'the style of expression', tend to have their house interior-coordinated in order to follow fashion trends or express their personality. G3 group is named as 'the style of practicality' and they consider convenience, practicality, and functionality. The last group, G4 can be named as 'the style of personality', and they have much interest in expressing their personality or following trendy fashions.

• 한국의류학회지
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• 제36권10호
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• pp.1015-1027
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• 2012

This study compares and analyzes cosmetics purchasing behavior according to the advertising and publicity implemented in women's monthly magazines as well as determines effective marketing strategies for the cosmetics industry. First, cosmetics advertising and publicity in women's monthly magazines can be classified into conventional advertising, advertorials, beauty news based on press releases, and beauty articles written by editors. In addition, consumer purchasing behavior has been examined in terms of use of information, purchasing intention, and purchasing experience. A study was conducted on women in their 20's to 40's in Seoul and Gyeonggi-do with 289 questionnaires used in the final analysis. Data were analyzed by common factor analysis, randomized block design, Bonferroni adjusted t-test, and multiple linear regression using SPSS 12.0/Windows. The results of the study can be summarized as follows. First, there was a difference in purchasing behavior according to types of cosmetics advertising and publicity in women's monthly magazines. Second, cosmetics shopping orientations were classified into six factors (the pursuit of impulsive purchasing and trends, well-known brands, convenience, low prices, efficacy and brand loyalty). There were significant effects of shopping orientation on cosmetics purchasing behavior according to the type of advertisement and publicity in women's monthly magazines.

• 한국의류학회지
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• 제41권1호
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• pp.116-130
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• 2017

This study analyzed the effects of consumption value of outdoor female consumers on relationship quality and long-term relationship orientation as well as differences in consumption value, relationship quality and long-term relationship orientation by demographic characteristics. A survey was conducted from May 15-22, 2016; subsequently, 336 responses were used in the analysis. Statistical analysis methods consisted of frequency analysis, factor analysis, reliability analysis, t-test, ANOVA, and regression analysis. The results indicate that the consumption value of outdoor female consumers was composed of functional value, emotional value, epistemic value, situational value, and social value. Relationship quality was composed of satisfaction, commitment, and trust. Consumption value (functional value, emotional value, epistemic value, situational value, and social value) of outdoor female consumers positively affected satisfaction. Emotional value, epistemic value and situational value positively affected commitment; in addition, functional value and emotional value positively affected trust. Satisfaction, commitment, and trust about outdoor brand also positively affected the long-term relationship orientation; in addition, consumption value positively affected long-term relationship orientation. There were significant differences in the consumption value and relationship quality by age and marital status. The study results provide useful information for the marketing strategies of outdoor brands that consider female consumers.

• 한국의류학회지
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• 제20권2호
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• pp.241-256
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• 1996

The purposee of this study was to identify the effect of perceiver's clothing attitude on male impressions created by the clothing cues and contexts. In addition, the effect of perceiver's evaluations of clothing appropriateness on male impressions. The subjects consisted of 256 male undergraduate students and 256 middle aged men. The experimental materials developed for this study were a set of stimuli and response scales. The stimuli were 8 color Photographs of drawings of a male figure in clothing which were minipulated in two levels, each of three clothing cues including type, style and color. The experimental design was full factorial design of 2(contexts$\times$clothing types$\times$clothing style$\times$clothing color). Each of the 16 sub-samples includes 16 subjects from the two perceiver group. Questionnaires used to measure perceivers responses to the stimuli were 7-point semantic differential scales composed of 37 bipolar adjectives representing personal traits. Four aspects of clothing attitude(fashion interest, status symbols consiousness, clothing conformity, practicality & comfort)were used to classify subjects into groups of 20 five-point likers type questionnaires adapted from the previous research. Clothing appropriateness were developed 5 point likest scales for evaluation of a stimulus person in each context. The data was processed by factor analysis, ANOVA, multiple classification analysis, Duncan's multiple range test, cluster analysis, MANOVA and pearson's product moment correlations. The major findings drawn from this study were as follows: 1. Perceiver's clothing attitude influenced impression formed by the social contexts and clothing crises. In three groups classified by their clothing attitude, the status symbol-oriented group was most affected by the social contexts and clothing cues. 2. Perceiver's evaluation of clothing appropriateness was related with impressions by a stimulus person. In summary the effect of contexts and clothing cues on impression formation varied according to perceiver's clothing attitude and clothing approopiateness.

• 마케팅과학연구
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• 제20권1호
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• pp.59-69
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• 2010

绿色环保或者环境意识已经成为商业、政府机关, 以及消费者和世界关注的重要问题. 针对这一情况, 韩国政府宣布, 在本世纪初, "环保建设" 将被作为一种用以鼓励与环保相关的商业活动的方式. 不同层次的韩国服装业, 提出了不同的产品环保的绿色计划. 这些服装产品包括有机产品和回收的衣服. 要想使这些公司成功, 他们需要那些, 在做产品购买,使用, 处置时, 将绿色问题(如环境的可持续性发展)作为一个人判断的一个组成部分的顾客的信息. 这些消费者可以被看成是生态学的关注者. 过去的研究已经对消费者对于环保产品的购买意愿进行了检测. 此外, 还研究了影响生态保护者或绿色消费者的因素. 但是, 只是关注生态保护者在处置或者回收利用衣服上与采购绿色产品相比较是不够的. 服装处置行为有多种途径, 消费者可以用淘汰, 传承(例如: 把它送给一个年幼的弟弟), 赠与, 交换, 出售或者简单的把他扔掉等多种方式来暂时或者永久的摆脱闲置的衣服或贷款项目. 因此, 购买环保产品的行为应该结合服装处置的行为, 从而进一步了解消费者的消费行为与对环境的态度. 本项研究的目的在于提供韩国生态保护者从有利于生态学的角度出发来购买和处理衣服的生活方式的相关信息. 本研究的目标有: 1, 基于韩国对服装处置行为进行分类; 2, 调查人 们人口统计数据, 生活方式和服装消费价值观赏的差异; 3, 在环保的时尚物品的购买意愿和影响因素之间进行比较. 自填式的调查问卷是基于以往的研究设置出来的. 问卷包括10项处置衣服的条款, 22项可持续并且健康的生活方式的条款, 以及19项消费观念的条款. 根据利克特模板的五分量表设置. 此外, 购买两个时尚物品的意愿和每个物品属性的11项特征都是根据利克特模板的七分量表而来, 两种制成羊毛套衫的可以从PET识别代码的回收瓶子中创造出来的涤纶织物这两种套衫选自一个韩国和一个美国的户外运动服装的品牌. 我们对每一种产品的简介和颜色都进行了调查, 人口统计学(即性别, 年龄, 婚姻状况, 教育程度, 收入, 职业)也被包括在内. 在2009年5月份, 研究数据通过一个专业网站的调查机构进行采集, 最后有600份调查问卷可供分析, 这个调查的受访者年龄从20到49岁不等, 平均年龄为34岁. 百分之50的调查者为男性, 大约58%的受访者是已婚者, 其中62%的受访者有大学学位. 主要成分分析和因素最大方法差的方法用以识别衣服处理规模的潜在尺度. 共有三个因素生成(比如: 倒卖行为, 捐赠行为, 不回收利用行为). 基于他们处置衣服的方式对受访者进行了分类, 群类分析被使用, 最终得到了三个部分. 不同的消费者, 被分别贴上 "转售集团", "捐资团体" 以及 "不回收组织" 的标签加以分类, 其中98%是正确的分类. 从人口统计学角度来看, 这三个类别的人在性别, 婚姻状况, 职业和年龄上有显著的差异. 健康可持续的生活方式被缩减为以下5个因素: 自我满意度, 家庭定位, 健康问题, 环境问题和自愿的服务. 这是三个群体中健康可持续的生活方式的最显著的差异. 转售集团和捐赠组表现出在健康可持续的生活方式上的相同倾向, 同时, 不回收集团在生活方式方面呈现最低的平均值. 转售和捐赠团体自称享受和满意这种生活和消费方式, 并且能够利用空余的时间陪伴家人. 另外, 这两组的人关心健康和有机食品, 并试图保护能源和资源. 对服装消费的价值观产生主要影响的三个因素是: 个人价值, 社会价值和实用价值. 因素的方差测试表明转售集团和其他两组之间的因素差异最大. 转售集团相比其他价值更关注个人价值和社会价值. 相比之下, 非回收集团比捐赠集团更关注高层次的社会价值. 比较购买环保产品的意愿上, 转售集团表现出最高的购买A类产品的意愿. 另一方面, 捐赠集团则在小市场中表现出购买B类产品的最高意愿. 此外, 平均分数表明, 购买韩国的产品(B类产品)相比购买美国的产品(A类产品)更合韩国人的心意. 多元线性回归分析法确定了对环保产品的购买的意愿对制造业产品属性的影响. 产品的设计, 价格, 贡献, 对环境的保护, 价格, 兼容性是影响转售集团的显著因素, 另外, 以及对自身形象的影响是捐赠团体的重要因素. 对于非回收集团来说, 设计, 价格等因素是相同的, 自我的形象,对环保运动的贡献, 和环境保护也是很重要的. 而价格因素具有显著性的共通性. 对于B类产品来说, 设计, 合理的价格, 形象等因素是同等的重要, 但是不同的组对购买的特征和意愿有不同的倾向. 健康可持续的生活方式以及服装消费的意向对购买A类产品和B类产品的影响同样被我们所关注. 实际操作者的健康状况和个人价值都是影响购买意愿的重要因素; 然而, 在这三个群体中说服的力度都很低. 结果表明, 分类出来的每组处理服装的行为, 显示着不同服装产品的属性, 个人价值, 和实践者的特点, 这些都影响了他们的购买环保产品的意愿, 结果会使生态保护者提出并组织更合理的生态设计的战略决策.

• 한국유통학회지:유통연구
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• 제6권1호
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• pp.1-21
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• 2001

서비스의 중요성이 증대되고 서비스가 포함하는 범위가 점점 확장됨에 따라, 점포 속성의 하위차원으로 다루어지던 서비스에 대한 재정의와 범위 설정이 요구된다. 이에 본 연구에서는 기존의 점포속성을 상품 요인과 서비스 요인으로 구성된 의류점포 구성요인으로 제시하였으며, 이론적 고찰을 통해 상품요인은 가격, 품질, 유행성, 디자인, 다양성, 상표로, 서비스 요인은 물적 서비스, 판매원 서비스, 정책적 서비스로 구성하였다. 의류점포 구성요인의 차원과 이에 대한 소비자의 중요도 지각의 차이를 밝히고 의복관여와 인구통계적 특성이 중요도 지각에 영향을 미치는지 알아보고자 함이 본 연구의 목적이다. 20대 여성을 대상으로 설문지를 이용해 연구가 이루어 졌다. 연구 결과 서비스 요인은 크게 물적 서비스, 판매원 서비스, 교환/환불 태도 및 정책 서비스, 판촉정책 서비스, 편의정책 서비스로 밝혀졌다. 응답자들은 교환/환불 태도 및 정책 서비스를 가장 중요하게 지각하는 것으로 나타나 20대는 교환/ 환불에 대한 위험을 크게 지각함을 알 수 있었고, 판매원 서비스, 상품의 품질, 상품의 다양성 등이 그 다음으로 나타났다. 각 서비스 차원별 세부 내용의 중요도는 물적 서비스에서는 디스플레이, 판매원 서비스에서는 신속한 불만족 해결능력, 정책적 서비스에서는 교환/환불시 친절한 처리가 상대적으로 중요하게 나타났다. 의복관여와 인구통계적 특성도 중요도 지각에 부분적인 영향을 미치는 것으로 나타났다.

• 마케팅과학연구
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• 제19권4호
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• pp.57-63
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• 2009

随着电子商务指数式增长(电子商务), 营销人员正试图获得通过强调服务质量和服务方面的相互作用而导致客户满意度或行为后果的竞争优势. 特别是对于服装, 服务质量是鼓励客户电子忠诚的关键因素之一, 并增加电子商务中服装零售的成功. 因此, 本研究探讨电子服务质量(电子SERVQUAL)的因素和根据Parasuraman等人(2005)的研究框架对网上服装购物的电子忠诚度的独特影响. 这项研究的具体目标是确定的基本层面的E - SERVQUAL, 分析有关在网上服装购物中电子SERVQUAL对点在忠诚度的影响的结构模型. 对于服务质量, 在网上购物方面的理论框架, 我们比较分析了有关传统和电子服务质量的因素的文献并确定了核心的两个方面和恢复服务. 这项研究的假设是电子SERVQUAL对电子忠诚度的影响. 客户满意度对电子服装网上购物服务的忠诚度有积极影响和客户满意度在电子SERVQUAL对服装网上购物电子忠诚度影响中的中介作用. 根据文献我们制成了一份自填式的问卷. 我们在美国从居住在大城市的有在网上购买服装产品的在线消费者中获得了252份有用的问卷. 通过因子分析(例如, 探索, 验证)评估了有效性和可靠性, 结构方程模型, 包括测量和结构模型, 通过线性结构8.8程序评估了包括测量和结构模型的结构方程模型. 结果显示, 网上购物网站的电子SERVQUAL的五个因素: 赔偿, 执行, 效率, 系统可用性和反应能力. 这支持在网上服装购物方面Parasuraman(2005)的E-S-QUAL包括两个方面的核心服务(如满足, 效率, 系统可用性)和恢复相关的服务(例如, 补偿, 回应). 在结构方程模型中, 有5个电子SERVQUAL因素的外生潜变量, 两个内生潜变量(例如客户满意度, 电子忠诚度). 对于测量模型, 各代表概念的因子载荷有显著的统计学意义, 比 0.60大, 内部一致性信从 0.85 至 0.8 8 不等. 在估计电子SERVEQUAL因素的结构模型, 系统的可用性对电子忠诚的直接和积极的作用, 而效率对网上服装购物的电子忠诚度有负面影响. 然而, 满足不是解释网上服装购物的电子SERVQUAL结果的重要指标. 这一发现意味着, 可被理解为系统提供服务的质量可能会增加对服装网上购物的客户满意度. 然而, 电子忠诚取决于服务质量没有被支持, 因为在网上服装购买中, 通过价值或满意度的中介作用, 服务质量对电子忠诚度(例如再购买意图)有间接影响. 此外, 获得赔偿和回应被发现对客户满意度有显著影响, 会影响网上服装购买的电子忠诚度. 因此, 获得赔偿和回应对电子忠诚度有显著的间接影响. 这表明, 恢复特定的服务因素在客户满意度最大化方面的重要作用, 以及维护客户对网上服装购物网站的忠诚度方面的重要作用. 研究结果在管理和研究方面都有启示. 时装营销者可以在建立与客户的长期关系的基础上, 不断测量顾客感知与恢复服务有关的服务质量等问题, 例如对问题和返回的迅速反应, 客户购买之后的问题赔偿. 为了保持电子忠诚, 在消费者购买服装中恢复服务对消费者第一次选择网站起到重要作用. 由于网上购物的消费者可以在任何地方购物, 提高竞争优势的营销策略是为消费者提供更好的服务质量, 最大限度地满意, 并把创造客户网上服装购买的电子忠诚度. 从研究的角度来看, 解释这些结果时, 本研究的一些局限需要被考虑. 对于未来的研究, 调查结果为这一重要主题理论和实证方面的进一步的研究提供了依据. 根据研究结果, 更全面的模型预测电子SERVQUAL的结果可以被开发和测试. 对全球时装市场, 这项研究可以扩展使用多国样本的跨文化的方法来研究服装的电子服务质量.

• 만화애니메이션 연구
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• 통권47호
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• pp.381-412
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• 2017

캐릭터(Character)는 풍부한 스토리텔링과 다양한 디자인 요소를 지니고 있다. 국내캐릭터는 오프라인과 SNS를 통해 다양한 형태로 변화 발전하고 있으며 콘텐츠 산업적인 측면에서 발전하고 있다. 본 연구의 목적은 캐릭터 이용자들이 어떠한 스토리텔링 요인과 색채 요인으로 국내 캐릭터들을 이용하고 만족하는지에 대해서 요인을 발견하고 논의하는데 있다. 스토리텔링 측면에서는 모험, 판타지, 황당하고 익살스러운 스토리를 선호하는 것으로 나타났다. 색채 측면에서는 단순하고 심플한 주요색과 난색으로 구성되어 따뜻하고 귀여운 느낌의 색채 구성을 지닌 캐릭터를 선호하는 것으로 나타났다. 반면에 스토리텔링 측면에서는 단순한 소재의 유아 교육, 패션이나 완구가 주목적으로 되어 있는 단순한 스토리를 지닌 캐릭터는 비 선호하는 것으로 나타났다. 색채 측면에서는 주요색이 없이 4개 이상의 색들로 조합이 되어서 복잡한 느낌을 주는 캐릭터를 비 선호하는 것으로 나타났다. 스토리텔링 측면에서는 모험, 판타지 구조를 지닌 스토리 전개를 통해 OSMU의 콘텐츠로 변화 발전시킬 필요가 있다. 색채 측면에서는 이용자들이 선호하는 단순하고 심플한 난색으로 구성할 필요가 있으며 조립 로봇완구 캐릭터도 단순한 색상 구성을 통해 캐릭터의 이용 만족도를 높일 필요가 있다. 본 연구결과 스토리텔링과 색채 측면에서 이용자들이 만족하는 요인을 도출하였으며 이러한 결과들이 이론적 측면, 스토리텔링 측면, 캐릭터 디자인, 산업적인 측면의 발전에 도움이 될 것이다. 위와 같은 논문의 의의에도 불구하고 구체적인 캐릭터 대상의 스토리텔링의 분석틀과 색채분석틀을 통한 연구, 색채분석에 대한 정확한 데이터분석 제시, 캐릭터 하나에 대한 단순 비교 분석을 연구의 한계점으로 지니고 있다.