• 디지털융복합연구
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• 제18권10호
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• pp.459-467
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• 2020

국내 SNS를 통한 허위 및 과장·과대 광고가 지속적으로 증가하는 추세다. SNS를 가장 활발히 사용하고, 전자상거래 경험이 가장 많은 밀레니얼 세대들이 가장 많은 피해를 입고 있다. 따라서, 본 연구는 심층인터뷰 방식을 통해 피해를 입은 소비자들과 그렇지 않은 소비자들의 SNS 허위 및 과장·과대 광고에 대한 태도를 알아보고자 한다. 연구결과, 밀레니얼 소비자들은 피해의 유무에 상관없이 SNS 허위 및 과장·과대 광고에 대해 상당히 부정적인 태도를 가지고 있으며, 특히 피해 경험이 있는 밀레니얼 세대들은 SNS 기업들과 허위 및 과장·과대 광고를 집행한 기업들과 브랜드들에 대해서도 부정적인 태도를 유지하고 있는 것으로 나타났다. 밀레니얼 소비자들은 SNS 기업들이 소비자보호 차원에서 SNS상에서 벌어지는 허위 및 과장·과대 광고를 제어할 수 있는 자체적 가이드라인 제정이 필요하고, 더 나아가 정부의 적극적인 법적 규제가 필요하다고 밝혔다. SNS를 통한 허위 및 과장·과대 광고는 밀레니얼 소비자들의 브랜드 재구매 의도 및 충성도에도 부정적인 영향을 줄 수 있기 때문에 기업들은 SNS 채널을 통해 밀레니얼 소비자들을 타깃으로 광고를 집행할 때는 이러한 밀레니얼 소비자들의 태도를 이해 할 필요가 있다는 실무적 시사점은 본 연구는 제시하고 있다.

• 디지털융복합연구
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• 제18권7호
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• pp.375-381
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• 2020

본 연구는 모빌리티 패러다임 변화에 대응하는 미래의 모빌리티 서비스전략 방향성 도출을 위해 밀레니얼 세대가 인식하는 이동의 의미를 알아보기 위해 진행되었다. 이를 위해, 시대변화에 따른 모빌리티의 개념을 이해하고, 관련 사례를 분석하였다. 변화의 주체인 밀레니얼 세대의 특징을 이론적으로 정리하고, 한국 밀레니얼 세대 25명을 대상으로 인뎁쓰 인터뷰를 진행하여 이동에 대한 감성언어와 이미지를 분석하였다. 연구결과, 이들에게 모빌리티는 단순한 이동이 아닌 즐거운 경험이 있는 이동을 의미하며, 삶을 고급스럽게 만드는 모빌리티 라이프로서 감성을 만족시키는 경험재로 그 의미가 확장되고 있음을 알 수 있었다. 이들을 만족시키는 모빌리티 서비스전략 수립을 위해서는 첫째, 각기 다른 감성에 맞춘 모빌리티 라이프를 큐레이션하는 노력이 필요하며, 둘째, 감성을 담아낸 언어와 이미지를 서비스로 보여주는 전략이 필요하고, 셋째, 다양한 영역과의 연결을 통해 구현될 미래 모빌리티 라이프를 리딩하는 전문가의 역할이 필요하다. 본 연구가 미래 모빌리티 서비스전략 수립을 위한 기초자료로 활용되길 기대한다.

• 한국의류산업학회지
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• 제23권4호
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• pp.458-468
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• 2021

In the context of Sustainable development, China, the world's second-largest apparel market, is also concerned about the environmental impact of fiber waste. Currently, there is a great interest in sustainable fashion in both supply and demand in China. Based on the theory of planned behavior(TPB), the determinants of sustainable fashion consumption(SFC) of Chinese consumers were evaluated in this study: man-nature orientation(MNO) and environmental knowledge(EK) as motivation and perceived online-store accessibility(POA) and perceived money availability(PMA) as barriers. Wenjuanxing, a Chinese professional survey collection agency, conducted an online survey of millennials in Shanghai, China. The final sample size for the survey was 215. Partial least squares structural equation modeling was employed to test the proposed hypotheses. The results indicated that attitudes, subjective norms, and perceived behavioral control significantly affected the purchase intention towards sustainable fashion products. MNO and EK influenced the attitude, whereas EK, POA, and PMA influenced perceived behavioral control. This study contributes to the TPB literature through the examination of four antecedents: MNO, EK, POA, and PMA. The findings provide valuable insights for retailers and markets based on the identification of the motivations and barriers that enhance the purchasing intention of Chinese millennials toward SFC.

• 한국의상디자인학회지
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• 제23권2호
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• pp.1-15
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• 2021

The purposes of this study was to investigate the effects of materialism value on the clothing shopping orientation and impulse buying behaviors of Chinese female consumers. The subjects were 417 female millennials in Gillim-province, China. The research method was a survey, and the questionnaire consisted of questions to ascertain materialism value, clothing shopping orientation, impulse buying behaviors, and the subjects' demographic characteristics. For data analysis, descriptive statistics, Cronbach's α, factor analysis, and regression analysis were performed. The results of this study were as follows: First, materialism value was derived with 3 factors (happiness pursuit, possession-oriented, and success judgement). Second, the clothing shopping orientation was derived with 5 factors (trend pursuit, pleasure pursuit, brand pursuit, economic pursuit, and convenience pursuit). Third, the impulse buying behavior was derived with 4 factors (pure, planned, reminder, and implicit impulse buying). Forth, materialism value had significant effects on clothing shopping orientation. The higher the value of materialism, the more the brand pursuit, pleasure pursuit, and trend pursuit shopping orientation increased, while the economic pursuit and convenience pursuit shopping orientation decreased. Fifth, materialism value had significant effect on pure and planned impulse buying behaviors. As the value of materialism increased, pure and planned impulsive buying behaviors increased. This study suggested that materialism value is an effective variable to understand the clothing shopping orientation and clothing impulse buying behavior.

• 문화기술의 융합
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• 제7권1호
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• pp.99-104
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• 2021

본 연구는 밀레니얼 세대를 대상으로 불안정 성인애착과 자아존중감이 보상소비에 미치는 영향력을 살펴보고자 한다. 만19~34세에 해당하는 밀레니얼 세대 379명의 응답을 바탕으로 위계형 회귀분석을 실시한 결과, 자아존중감은 칭찬형 보상소비와는 긍정적인 관계를 보이나, 위로형 소비와는 복잡한 관계를 보였다. 자아존중감은 1단계 분석에서 위로형 소비와 부적인 상관관계를 보이지만 2단계에서 불안정 성인애착을 포함하자 관계의 유의성은 사라졌다. 불안정 성인애착 변수들은 두가지 유형의 보상소비에 모두 유의한 영향을 미칠 뿐 아니라 회귀모델의 설명력을 크게 증가시키고 있어, 불안정 성인애착과 보상소비와의 관계가 크다는 사실을 시사한다. 본 연구는 성인기 초기에 있는 밀레니얼 세대의 보상소비행동이 개인심리와 대인관계에 의해 영향을 받는다는 사실을 발견했다는 점에 의의가 있다.

• 한국의류산업학회지
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• 제22권5호
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• pp.584-594
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• 2020

Growth in the second-hand clothing (SHC) market has become noteworthy, especially for millennial consumers in Korea. This study identifies the moderating role of fashion leadership influencing the relationship between the perceived environmental benefits of SHC and continuance usage intention for millennial consumers. The hypotheses were statistically tested using online survey data, and the respondents were Korean female millennials aged between 25 and 39 years who had online shopping experiences of SHC within 3 months. Furthermore, 263 responses were analyzed by confirmatory factor, hierarchical regression, and conditional process analyses using SPSS, AMOS, and PROCESS v3.3. Results validated that the perceived environmental benefits of SHC and fashion leadership have positive effects on continuance usage intention of purchased second-hand items. Fashion leadership also moderates the relationship between the environmental benefits of SHC and continuance usage intention, showing that as the level of fashion leadership increases, the environmental benefits have more positive effects on continuance usage intention. Theoretical and practical implications were also discussed. This study will help bridge theoretical and practical gaps between purchasing and using SHC by focusing on the interaction effect of fashion leadership and its perceived environmental benefits.

• The Journal of Asian Finance, Economics and Business
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• 제7권1호
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• pp.131-140
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• 2020

The purpose of this study is to derive various clues for the establishment of marketing strategies for companies that produce and sell high-involvement products for Millennials who are not the subject of current consumption but who will lead future consumption. For this purpose, this study aimed to derive 17 factors of high-involvement product selection attributes through FGI, and its relationship on repurchase intention after make a variable through PCA. A total of 158 valid questionnaires were used, and IPA, independent sample t-test, regression analysis, and hierarchical controlled regression analysis were performed. The results showed that overall, external and internal selection factors had a positive influence on repurchase intentions, and in particular, appealing to internal and external selection factors in order to promote repurchase intention. Meanwhile, the Millennials were found to have no gender difference. Therefore, the company producing and selling high-involvement products suggests that it is necessary to make a priority effort to secure brand awareness, trust in product producers, store trust, and product self-reputation as components of internal selection factors. It was also concluded that more strategic efforts were needed to focus on and appeal to the characteristics of the Millennial itself rather than to consider gender differences.

• 산경연구논집
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• 제12권4호
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• pp.15-26
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• 2021

Purpose: The purpose of this study is to explore the major factors affecting the development of national identity of the Millennial Korean diasporas in the CIS countries that have rarely been explored in previous studies. In particular, this study examines how perceived identities have changed due to social, cultural, and other environmental changes and suggests policy considerations accordingly. Research design, data, and methodology: This study collected data via online survey. Factor and regression analyses were applied for data analysis. Results: The findings of this study suggest a set of factors that is different from the factors generally known to affect the diasporic identities of diasporas. The results of this study provide policy implications to help them construct identities that could more positively define their diasporic lives and relationship with homeland. Conclusions: The factors of direct experiences, such as relationship with host societies and homeland experience, exhibited strong relationship with national identity and life satisfaction of the Millennial Korean diasporas in the CIS countries. The unique characteristics of the Millennials and the long history of separation from homeland showed different results. The results of this study suggest policy considerations in regard to the Millennial diasporas in the CIS countries.

• 유통과학연구
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• 제20권5호
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• pp.13-22
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• 2022

Purpose: This study aimed to identify factors affecting attitudes and intentions toward online purchasing of millennials and gen z in Indonesia by considering distribution capabilities factors. Research design, data and methodology: This study used a non-probability sampling technique. The questionnaire was distributed through an online platform and obtained 225 respondents. The data acquired from the respondents used SPSS 23 and AMOSS 21 to process the Structural Equation Model (SEM). Results: The results of this study stated that attitudes and intentions toward online purchases were influenced by delivery speed and trust. The results also stated that the perception of web quality positively influenced trust. On the other hand, shipping tracking, people's importance to consumers, and online reviews had no significant effects on online purchasing attitudes. Conclusions: This research has made an essential contribution to increasing and expanding our understanding of factors that affect attitudes and intentions toward online shopping in a developing market, Indonesia. From a practical perspective, this research examined the integrated consumer model of millennials and Gen Z online shopping in Indonesia that considers distribution capability, trust, and perceived website quality factors. Therefore, e-commerce business actors can design e-marketing strategies and programs to achieve the company's long-term goals.

• 디지털융복합연구
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• 제18권5호
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• pp.399-404
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• 2020

본 연구는 편의점 브랜드가 새로운 PB 상품을 온라인에서 마케팅하였을 때, 소비자의 구매 행동과 그에 따른 요인이 무엇인지 파악하는 것을 목적으로 한다. 연구를 위해 2030 밀레니얼 세대를 대상으로 편의점 PB 상품의 구매 행태와 PB 상품을 접하게 되는 경로에 대해 설문조사를 하였다. 분석 결과, 편의점 PB 상품을 구매하는 소비자들은 SNS나 유튜브를 통해 상품을 접하게 되었으며 구매 후 SNS에 게시함으로써 트렌드에 합류하고자 하는 경향이었다. 하여 본 연구에서는 이런 소비 형태를 가지게 되는 밀레니얼 세대의 소비 트렌드와 그에게 영향을 주는 온라인 마케팅의 개념에 대해 알아보고자 하며, 일시적인 구매가 아닌 지속적인 구매를 유도하기 위해 기업은 소비자 리서치를 참고해 향후 방안을 개선하여 앞으로의 소비자의 구매 요인이 트렌드에 의존하는 것이 아닌 지속해서 가치 있는 소비로 이끌어 가길 바란다.