• 한국의류산업학회지
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• 제23권4호
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• pp.469-479
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• 2021

This case study investigates fashion brands that have entered the pet fashion market. A total of 25 cases were identified and analyzed from three perspectives: 1) product types, size systems, prices, 2) design aspects, fabrics, patterns, styles, and 3) marketing strategies. The study results are as follows. First, the product types of pet fashion are not diverse, and only the sizes of small dogs can be found. However, there is a significant price difference between brands. Second, knitted fabrics with good elasticity are mainly used for pet fashion products, and patterns incorporating their brands are extremely common. The style is casual and sporty. Third, marketing strategies should include a new line within a brand or launch a single specialized brand as a one-shot test for consumer reaction. Additionally, it has been expanded and presented as a family look to meet the needs of the petfam. Further, existing fashion brands and retail-based brands select diverse small-scale dog fashion product brands and expand their operation as a dog lifestyle total selectional shop. Therefore, brands entering the future should consider strategies such as size segmentation, product diversification, and premium price of high-quality materials that help market products such as the expansion or promotion of existing brands.

• 한국의류산업학회지
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• 제25권1호
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• pp.11-23
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• 2023

With the proliferation of the "Untact" culture (non-face-to-face society), advanced technologies have accelerated the cashierless systems in the retail context. Cashierless fashion stores are expected to grow rapidly in the same way automated convenience stores grew in popularity. Applying the extended technology acceptance theory, this study aims to investigate how the attributes of cashierless fashion store influence consumers' acceptance of it and to examine how consumer's technology readiness moderates the model. Two online surveys-preliminary and secondary-were conducted to collect data from consumers in their 20s and 30s who had experienced cashierless stores over the past year. To analyze a total of 423 responses, this study conducted a confirmatory factor analysis, a multi-group factor analysis, a multi-group structure equation modeling, and a descriptive analysis. The results demonstrate that convenience, trustworthiness, and price had a positive impact on perceived ease of use, while service quality had a negative one. Enjoyment, convenience, trustworthiness, and price positively influenced perceived usefulness. Both perceived ease of use and usefulness increased the intention to use. Furthermore, the multi-group comparison confirmed that the positive dimensions of consumer's technology readiness played a moderating role in the model. This study provides a research foundation for consumer acceptance of technologically advanced stores and offers practical implications to companies planning cashierless fashion stores.

• 유통과학연구
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• 제13권7호
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• pp.73-83
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• 2015

Purpose - Recently, many large retailers have been frequently purchasing commercial brands. Not only the quality of products purchased but also the brand images are of concern in this process. Based on this rising trend, commercial brands have become an important issue in the retail business world, along with increasing general interest as well. Thus, this study focuses on the factors affecting commercial brand images and clarifies the impact of the resulting factors as well. First, store images and familiarity, price sensitiveness, and knowledge are presented as the effect factors for commercial brands. Second, the study tries to clarify the effect of commercial brand image on the reliability and loyalty of customers. Research design, data, and methodology - To conduct the study methodology, 250 questionnaires were distributed to retailers who have used large discount stores located in Busan to purchase a commercial brand a total of 234 valid questionnaires were used in the final analysis. To verify the hypotheses, a structure equation formula using Amos 20.0 was calculated. First, prior to the verification of hypotheses, the reliability and feasibility of the questions were tested, and as a result, the value of Cronbach's alpha was higher than 0.7, thereby showing reliability. Additionally, for the verification of the feasibility of the questions, a confirmation factor analysis was implemented. Results - First, variances such as store images, familiarity, price sensitivity, and knowledge were presented as the factors of effect on commercial brands. As a result of the hypotheses verification, all the effect factors presented in this study were confirmed as important variables of commercial brand images. The hypotheses were drawn based on the studies relating to existing commercial brands, and thereby, a result similar to previous studies was produced. However, the effect factors of the commercial brand image presented in this study shaped a new study model based on the previous studies. Second, it was found that commercial brand images had positive effects on the reliability and loyalty of customers. This study presented reliability and loyalty as the resulting factors of commercial brand image because they are the most important factors in relation to customer behavior and variables that can suggest marketing points for distribution businesses. Conclusions - This study focused on clarifying the factors that are important effect factors for commercial brand images. As a result, all the hypotheses were confirmed in this study, indicating a meaningful result, and thereby suggesting many points that can be presented to distribution businesses. First, the proper strategies should be developed based on the hypothesis that a store image, the familiarity of customers with brands, and the price sensitiveness and knowledge level of customers have an important effect on the choice of commercial brands. Additionally, the formation of such favorable images will have positive effects not only in terms of customer trust in the commercial brands but also in terms of their loyalty.

• 유통과학연구
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• 제11권10호
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• pp.93-105
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• 2013

Purpose - This empirical analysis determines the structured causal relations between perceived value, customer satisfaction, and repurchase intention among users of traditional markets. The results of this analysis would help merchants and market operators indevisingan appropriate strategy to successfully manage traditional markets. Research design, data, methodology - The perceived value model of traditional markets includes functional value (price), functional value (quality), emotional value, and social value. In this study, the perceived value of traditional markets is considered as an independent variable, while customer satisfaction and repurchase intention are shown as the dependent variables, where customer satisfaction is also considered as the mediating variable. The study aims to ascertain the extent of influence of the perceived value of traditional markets on customer satisfaction and repurchase intention. We use regression analysis to verify the effects. The measurement items were already deemed as reliable and valid in the previous study, but for this purpose, we made some modifications. We distributed questionnaires to 300 consumers on a national scale, and finally used 241 consumer responses among these as a sample. We analyzed the data using the SPSS 21.0 statistical program. Results - We obtained the following results. First, the order of perceived value dimensions of traditional markets that positively impact customer satisfaction is functional value (price), social value, emotional value, and functional value (quality). Second, the perceived value sometimes directly affects repurchase intention; its effect is typically strong with customer satisfaction as a parameter. The order of perceived value dimensions that positively impact repurchase intention is social value, functional value (price), emotional value, and functional value (quality). Third, the perceived value significantly influences repurchase intention, with customer satisfaction as the mediating variable. Conclusions - We should recognize the importance of perceived value in retail distribution markets, such as traditional markets. Moreover, we need to develop strategies to improve the perceived value. The practical implications of the study are as follows. First, with regards to functional value (quality; price) dimensions, we should have an appropriate assortment of high quality products that are reasonably priced. In addition, customers are satisfied with the friendly service, discounts, and other benefits provided by the merchants. Second, in terms of emotional value dimension, we need to develop differentiated events that provide fun and emotional experience to the customers. Third, in the context of social values dimension, we should strive to positively influence society to enhance social image through activities such as social services and contribution to community development. On the basis of these results, we present the implications, limitations, and future directions for the research. One of the policy implications of the study is that merchants of traditional markets must actively select customers and develop customer value. However, this study is limited in the fact that the population used for data collection is not fully representative, as the survey only covered some specific areas. Moreover, future studies could also benefit with additional research using moderating variables.

• 한국의류학회지
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• 제39권5호
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• pp.703-713
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• 2015

Consumers' psychological demands for e-tail shopping have increased as websites have become one of the most dominant retail outlets for various fashion products. The lack of realistic social stimuli in virtual contexts (websites) has been a major limitation for many online shoppers. Prior research has focused on the viable role of technology to improve positive social factors in e-tailing; however, this study tests the role of tone in text in fashion e-tail sites on consumers' trust and choice confidence. We conducted a self-administered online survey with 309 individuals from the U.S.. The results indicated positive effects of casual tone in text-based content of a fashion e-tail site on trust and confidence. Trust also has a significant positive effect on confidence. Both trust and confidence improved purchase intention. Given the high price of employing an avatar or simulated salesperson online, using tone in text to increase positive social effect on shoppers can be a positive alternative when managers plan e-tail strategies contributing to consumers' positive shopping experience online. Discussions and study limitations are provided.

• 유통과학연구
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• 제16권5호
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• pp.61-70
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• 2018

Purpose - These days, an individual user, private entity, hears everyday news of hacking and personal information leakage in the era of a most-connected society. This study investigates cyber attack, cyber insurance and distribution channels for insurance goods in South Korea by analyzing various cases of cyber attacks in domestic and overseas case. Research design, data and methodology - This study adopted various study cases instead of the one large case for deep quality analysis, and focused on various cases of domestic and overseas cyber attacks with insurance. Result - As a result of analyzing the cases that were hacked, types of massive losses and damages arising out of internet blackout due to cyber risks are paralyzation of public and private website and portal, electronic administrative system, public infrastructure, and consequently a normal operation of nation is impossible. These losses and damages however can be coverable under cyber insurance. Conclusions - This paper suggests insurance carriers, as suppliers, should provide multiple channels to sell to the customer and should expand the strategy of advertisement and promotion in order for them to change their mind and compare the price and value of the information of individual users and private entity in view of cost savings.

• 한국콘텐츠학회논문지
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• 제1권1호
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• pp.41-50
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• 2001

전자상거래는 글로벌 생산과 분배 공급 체인을 통합하고 최대화하도록 기회를 제공한다. 고객 선호도와 요구 변화에 따라 신속한 대처 능력과 새로운 기술의 활용 능력은 가장 중요한 요소이다. 다양한 회사의 컴퓨터들은 상호 통신하면서 컴포넌트의 가격과 유용성을 결정하고, 주문과 확인을 수행하고, 배송 시간을 협상한다. 본 논문에서는 이동 에이전트인 자바 애글릿을 기반으로 상거래 시스템 구축을 기술한다. 구매자를 대신한 애글릿들과 판매자를 대신한 애글릿들은 상품 거래소 시장으로 보내진다. 시장에서 자율적으로 주문과 배송을 협상하고, 최종 매매 결과와 실행코드를 구매자 및 판매자에게 되돌려온다. 우리는 전통적인 소매 시장을 시뮬레이션 함으로써 전자상거래 시스템이 자바 애글릿 기술을 이용하여 적절히 구축될 수 있음을 보여준다.

• 유통과학연구
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• 제15권7호
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• pp.35-41
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• 2017

Purpose - A product bundling is a marketing approach where multiple products or components are packaged together into one bundle solution. This paper aims to introduce an optimal bundle search problem (hereinafter called "OBSP") which may be embedded with online recommendation system to provide an optimized service considering pairwise discount and delivery cost. Research design, data, and methodology - Online retailers have their own discount policy and it is time consuming for online shoppers to find an optimal bundle. Unlike an online system recommending one item for each search, the OBSP considers multiple items for each search. We propose a mathematical formulation with numerical example for the OBSP and analyzed the complexity of the problem. Results - We provide two results from the complexity analysis. In general case, the OBSP belongs to strongly NP-Hard which means the difficulty of the problem while the special case of OBSP can be solved within polynomial time by transforming the OBSP into the minimum weighted perfect matching problem. Conclusions - In this paper, we propose the OBSP to provide a customized service considering bundling price and delivery cost. The results of research will be embedded with an online recommendation system to help customers for easy and smart online shopping.

• 유통과학연구
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• 제16권10호
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• pp.55-64
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• 2018

Purpose - The most important goal of corporate management is the maximization of firm value in the market. Executives of companies are making effort to increase corporate value and initiate various management strategies, which is to develop the products or service with value. Through these efforts, consumer satisfaction grows and loyalty increases, which leads to the positive change of customer satisfaction index. The purpose of this research is to find out the abnormal return after the KCSI(Korean Customer Satisfaction Index) is announced. Research design, data, and methodology - This research data is collected from 11 years' stock price in KOSPI market and KCSI. The authors analyze the abnormal return triggered by the announcement of KCSI through the event study. Results - First, newly enlisted companies in the KCSI show statistically significant short-term abnormal rate of return. Second, the value of the customer satisfaction index is not the level of customer satisfaction but the direction of the change in the CSI. Conclusion - Customer satisfaction has the important intangible asset in the marketing area. However, firms' investment for CS is not an easy decision, because of the difficulty to measure the effect on corporate market value. This research investigates the change of the market value after the announcement of KCSI. Based on the results, firms have to keep trying to increase KCSI relative to the previous year. And the small company has to struggle for being newly listed in the KCSI.

• 복식문화연구
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• 제21권1호
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• pp.42-56
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• 2013

Nowadays the advantages of multichannel retailing strategy in fashion business have been widely discussed, but empirical research on fashion retail has been limited. The purpose of this research is to provide some ideas on multichannel retailing strategy to fashion retailers through the case of UNIQLO. The online survey was conducted on each 100 female customers in their 20s, 30s, 40s living in seoul among UNIQLO customers. The survey was consisted of measurement items for UNIQLO's online store image and offline store image, customer satisfaction, purchase intention, and demographic attributes. The online survey was found that 30.3% of UNIQLO's multichannel customers bought a product from offline store using online shopping mall as a search channel, on the other hand, 20.7% of UNIQLO's multichannel customers bought a product from online store using offline store as a search channel. Factors of the online shopping mall image were consisted of shopping convenience, product information, price policy, trust. And factors of the offline store image were consisted of trust and store, product information, service. Some factors of online store and offline store image had impact on multichannel customer satisfaction. And, customer satisfaction also had impact on purchase intention of UNIQLO product. Some suggestion for the future of multichannel research in fashion retailing was given.