Identification with avatar and self-reference effects: Impact on perceived attributes and purchase intentions
아바타와의 동일시가 가상 패션 아이템 속성 지각 및 구매의도에 미치는 영향
최우진 Woojin Choi , 이유리 Yuri Lee
28(2) 1-14, 2024
DOI:10.12940/jfb.2024.28.2.1
최우진 Woojin Choi , 이유리 Yuri Lee
DOI:10.12940/jfb.2024.28.2.1
Abstract
Within the metaverse platform, users engage in communication with others through ‘avatars' reflecting their own identities. Users experience various virtual fashion items through avatars, and the fashion industry anticipates avatars wearing virtual fashion items as an emerging business opportunity. Many fashion brands are currently releasing virtual fashion items specifically designed for avatars. In this study, we examined the impact of user identification with their avatar on their perception of the attributes of virtual fashion items (investment attractiveness, scarcity, playfulness, and aesthetics) and its influence on behavioral intentions. The research involved a survey of 250 females with prior knowledge of the metaverse. Structural equation modeling analysis was conducted to examine research hypotheses and validate the model. The results confirmed that as users within the metaverse perceive greater identification with their avatar, they also perceive the attributes of virtual fashion items more favorably. This finding affirms the self-reference effect, where users positively evaluate objects associated with themselves. Additionally, perceiving the attributes of virtual fashion items was found to be positively linked to purchase intentions for virtual products and actual interest in the brand. Lastly, a higher intention to purchase virtual fashion items was associated with forming a more favorable attitude toward the respective brand. Consequently, this study provides academic and practical implications for marketing strategies within the metaverse, emphasizing the active utilization of avatars and elements that facilitate user-avatar identification for effective engagement.
Key Words
self-reference effect, identification, self-avatar, virtual products, metaverse retail, virtual fashion item, 자기 참조 효과, 동일시, 셀프 아바타, 가상 제품, 메타버스 쇼핑, 가상 패션 제품
|
A Study on Foreigners’ Experience of Wearing K Fashion -Focusing on Nepalese, Vietnamese, and Mongolian Foreigners in 20s and 30s-
K 패션 착용경험에 관한 연구 -20~30대 네팔, 베트남, 몽골 외국인을 중심으로-
머허러전시르저나 Shreejana Maharjan , 차수정 Sujoung Cha
28(2) 15-32, 2024
DOI:10.12940/jfb.2024.28.2.15
머허러전시르저나 Shreejana Maharjan , 차수정 Sujoung Cha
DOI:10.12940/jfb.2024.28.2.15
Abstract
This study aimed to investigate the perceptions and preferences of foreigners residing in Korea towards K-fashion. It sought to provide suggestions for the future development of K-fashion targeting this growing demographic. The results revealed that the longer foreigners had lived in Korea, the more positively they rated Korean fashion, shopping, and culture. The majority of foreigners purchased K-fashion items online, with popular choices including T-shirts, jackets, shirts, and jeans. Both men and women identified shoulders as a common problematic area when wearing clothing, with some issues also reported in the lumbar region. In terms of preferences, younger males (teens and twenties) were more inclined towards fads and celebrity wear compared to older males (thirties and forties). Similarly, younger females (teens and twenties) showed a higher preference for functionality and celebrity wear compared to older females (thirties and forties). These findings suggest that men tend to prioritize aesthetic factors when choosing K-fashion, while women prioritize practical considerations. To better cater to foreign consumers, suggestions for the development of K-fashion include promoting it through K-pop stars, considering dimensions related to foreigners' shoulders when designing top items, diversifying colors, sizes, and patterns, and providing English versions of online shopping platforms.
Key Words
foreigner, K fashion, preference, wearing, 외국인, 한국 의류, 선호도, 착의
|
A study on the impact of Hallyu on the Korean national image and the image of cosmetics: Focusing on psychological distance theory
한류가 한국 국가 이미지 및 화장품제품 이미지에 미친 영향연구: 심리적 거리이론 중심으로
이정만 Jeongman Lee
28(2) 33-49, 2024
DOI:10.12940/jfb.2024.28.2.33
이정만 Jeongman Lee
DOI:10.12940/jfb.2024.28.2.33
Abstract
Despite COVID-19 and the global economic depression, cosmetics exports are continuously increasing due to the growth of Hallyu consumption overseas. Thus, systematic research is needed to determine what impact Hallyu has on cosmetics. Many studies have been conducted on psychological distance, Hallyu preference, and the overall Korean product image, but research related to the image of cosmetics has been insufficient. AMOS 26.0 was used to empirically analyze the impact of cultural distance, social distance, and Hallyu preference on the national image and the impact of the country's image on the image of cosmetics among females experienced with Hallyu in Indonesia and Malaysia. The empirical analysis showed that cultural distance, social distance, and Hallyu preference had a positive effect on the national image, and the national image also had a positive effect on the image of cosmetics. Since Hallyu has a positive indirect effect on the image of cosmetics, it strengthens the competitiveness of cosmetics companies in overseas markets. In Indonesia, only cultural distance and Hallyu preference were found to affect the national image. However, in Malaysia, all variables affected the national image. Thus, even the same Hallyu content could have different effects on the national and cosmetic images in each country. Therefore, strategies for utilizing different Hallyu contents that are suitable for each country are needed to revitalize Korean cosmetics in overseas markets.
Key Words
Indonesia & Malaysia, psychological distance, Hallyu preference, national image, cosmetics image, 인도네시아 & 말레이시아, 심리적 거리, 한류 선호도, 국가 이미지, 화장품제품 이미지
|
A study on modern wedding dresses reflecting traditional Chinese folk styles -Focusing on Guopei's wedding dresses collection-
중국 전통의 민속풍이 반영된 현대 웨딩드레스에 관한 연구 -Guopei의 웨딩 콜렉션을 중심으로-
사효영 Xie Xiaoying , 이영재 Youngjae Lee
28(2) 50-63, 2024
DOI:10.12940/jfb.2024.28.2.50
사효영 Xie Xiaoying , 이영재 Youngjae Lee
DOI:10.12940/jfb.2024.28.2.50
Abstract
Chinese traditional wedding dress is a unique cultural symbol. It had a deep historical background as it went through different productions in each dynasty. However, with the introduction of Western ideas, an increasing number of people are wearing Western-style wedding dresses when they are getting married. Recently, traditional Chinese culture has been increasingly valued. Demand for traditional Chinese wedding dresses among modern Chinese people is increasing. Following this trend, Chinese designer Guo Pei(1967~) is actively innovating elements of traditional Chinese wedding dresses. This study aimed to analyze changes in traditional wedding dress styles by dynasty in China from 1046 B.C. to 1911 A.D. based on museum data and previous research. Changes in traditional wedding dress styles by Chinese dynasty were analyzed and organized. The meaning of wedding dress patterns was analyzed by type using traditional Chinese patterns. This study focused on Guo Pei's 2012 "Chinese bride" series and "Legend of the dragon" series. Starting from the development and characteristics of traditional Chinese wedding dresses, this study analyzed fashion characteristics of Guo Pei's wedding dress series. Goals of this study were to preserve the essence of traditional Chinese wedding dresses; and to determine how to apply the fusion of traditional Chinese design elements into fashion and modern design to wedding dresses.
Key Words
traditional wedding dress, Guo Pei, personalise, feminism, modern elements, 전통 웨딩드레스, 쿼페이, 개인화, 페미니즘, 현대적 요소
|
A Case Study of Modern Fashion Design in East Asian Costume Culture -Using the Greimas Symbolic Square
동아시아 복식문화가 나타난 현대 패션 디자인 사례 연구 -그레마스 기호사각형을 활용하여
정인형 Inhyung Jung , 김진영 Jinyung Kim
28(2) 64-75, 2024
DOI:10.12940/jfb.2024.28.2.64
정인형 Inhyung Jung , 김진영 Jinyung Kim
DOI:10.12940/jfb.2024.28.2.64
Abstract
Clothing is a powerful medium that reflects the environment, situation, and trends of the times. It has been an important subject of semiotic analysis, particularly in East Asia. While Korea, China, Japan, and Mongolia are geographically close, they have each developed unique characteristics in their clothing. These characteristics continue to evolve over time. The purpose of this paper is to explore the modern fashion design characteristics of these four East Asian countries by using the Greimas symbol square. To achieve this, the paper follows a research method consisting of several steps. First, it considers previous studies on the topic. Second, it analyzes fashion collections from Paris, Milan, New York, and London, as well as the Seoul and Cruise collections, from 2013 to 2024. Third, it compares costumes and modern fashion designs of brands known for their East Asian influences. Finally, it applies the framework of the Greimas symbol square to analyze the main elements of dress culture in these four countries and their significance in modern fashion collections. The findings of this study reveal that East Asian costume culture can be summarized into four distinct characteristics in modern fashion. Korea is characterized by "moderation," China by "exaggeration," Japan by "distinctiveness," and Mongolia by "symbolism."
Key Words
East Asia, clothing culture, Greimas symbol square, modern fashion, 동아시아, 복식문화, 그레마스 기호사각형, 현대패션
|
Comparative Analysis of Color Attributes in Infant and Children’s Clothing Brand Logos by Brand Type and Pursued Image
유아동복 브랜드의 종류와 추구이미지에 따른 브랜드 로고의 색채 분석
이정은 Jungeun Lee , 문성우 Sungwoo Moon , 채영주 Youngjoo Chae
28(2) 76-91, 2024
DOI:10.12940/jfb.2024.28.2.76
이정은 Jungeun Lee , 문성우 Sungwoo Moon , 채영주 Youngjoo Chae
DOI:10.12940/jfb.2024.28.2.76
Abstract
This study analyzed the colors used in the logos of infants' and children's clothing brands, comparing them based on brand type and the pursued image. A total of 34 brands with the highest recent sales rates were selected. Among these, 17 were large-sized enterprise brands found in department stores, and the other 17 were in-house production enterprise brands. All colors used in the logos of the selected brands were extracted from the brand logo images. In addition, the study classified the pursued images of the selected brands using emotional adjectives in order to assess variations in different color attributes of the logos according to the brand type and pursued image. The study found that in-house production enterprise brands used lighter and more varied colors compared to department store brands. For both brand types, reddish-to-yellowish hues were most commonly used. Brands projecting a ‘cute' and ‘gorgeous' image exhibited a greater array of colors in their logos, while brands with a ‘neat', ‘modern', and ‘luxurious' image used less saturated colors. In terms of logo type, symbol logos used the most colors with a moderate level of lightness, while typographic logos used the fewest colors with a low level of lightness.
Key Words
brand logo, color, infants’ and children’s clothing, brand, brand type, pursuit image, 브랜드 로고, 색채, 유아동복 브랜드, 브랜드 종류, 추구이미지
|
Helenkaminski’s Positive Luxury Brand Product Planning for Sustainable Fashion
Helenkaminski의 지속가능 패션을 위한 포지티브 럭셔리 브랜드의 상품기획
이수진 Soojin Lee , 이금희 Keumhee Lee
28(2) 92-108, 2024
DOI:10.12940/jfb.2024.28.2.92
이수진 Soojin Lee , 이금희 Keumhee Lee
DOI:10.12940/jfb.2024.28.2.92
Abstract
This study examines the measures and implementation strategies needed to develop sustainable design from an international perspective, using examples of sutasinability practices and product planning from Helen Kaminski, a representative fashion brand of positive luxury. The research method includes a literature study on positive luxury, a case study on positive luxury brands, and an empirical study where the researcher participated in the development of Helen Kaminski's design. The study identifies the following measures needed to develop designs for sustainable products: First, the development of designs that increase circularity; Second, the use of certified materials and strict adherence to material usage; Third, the simplification of production methods or development of new technologies for this purpose; Fourth, ensuring that design development incorporate the traditions and unique handicraft techniques of the local community. The implementation strategies required for a sustainable product planning process are as follows. First, changes in the product planning stage and expansion of participating members are needed. Second, securing and conducting prior inspections of the supply chain for ethical sourcing is required. Third, prioritizing the use of eco-friendly materials and material development. Fourth, establishing a stage for selecting and evaluating objects that will become representative designs with sustainability. As a result, this study can serve as basic data to strengthen corporate competitiveness and establish itself as a fashion brand for sustainability through actionable strategies applicable to the domestic fashion industry in the future.
Key Words
sustainable, positive luxury, product planning process, fashion brand, Helenkaminski, 지속가능, 포지티브 럭셔리, 상품기획프로세스, 패션 브랜드, 헬렌카민스키
|
Design and Efficacy of Calf EMS Protective Gear for Pain Relief in PARA Taekwondo Athletes
PARA 태권도 선수의 통증 완화를 위한 종아리 EMS 보호대 설계 및 효과
한국현 Kookhyun Han , 박진희 Jinhee Park , 김주용 Jooyong Kim
28(2) 109-124, 2024
DOI:10.12940/jfb.2024.28.2.109
한국현 Kookhyun Han , 박진희 Jinhee Park , 김주용 Jooyong Kim
DOI:10.12940/jfb.2024.28.2.109
Abstract
The aim of this paper is to design and evaluate calf braces that are equipped with Electrical Muscle Stimulation (EMS) modules. These braces are intended to alleviate calf pain in PARA Taekwondo athletes. The paper also seeks to assess the effects of different textile electrode designs. PARA Taekwondo participants are at a heightened risk of injuries and pain due to the nature of this exercise, which is designed for individuals with disabilities. Additionally, there is a significant risk of strain on the lower limb muscles in PARA Taekwondo compared to regular Taekwondo. To address this issue, calf taping methods are commonly used. In this study, we develop calf EMS protective gear and aim to examine the effects of different textile electrode designs inspired by taping methods. We evaluate the differences in the effects of three different textile electrode designs through visual analog scale (VAS) and range of motion (ROM) measurements. The results show that EMS protective gear has the potential to reduce calf pain among PARA Taekwondo athletes, with electrode designs inspired by kinesiology taping providing the most effective pain relief. This research suggests that these findings may be applicable to other sports disciplines, body areas, and everyday pain relief scenarios.
Key Words
PARA Taekwondo, Pain relief, Electrical muscle stimulation, Calf brace, Textile electrode design, PARA 태권도, 통증 완화, 전기 근육 자극, 종아리 보호대, 텍스타일 전극 디자인
|
Development and Application of Upcycling Fashion Education Program in Conjunction with the Community
지역사회와 연계한 업사이클링 패션교육프로그램의 개발 및 적용
정경희 Kyunghee Jung , 배수정 Soojeong Bae
28(2) 125-138, 2024
DOI:10.12940/jfb.2024.28.2.125
정경희 Kyunghee Jung , 배수정 Soojeong Bae
DOI:10.12940/jfb.2024.28.2.125
Abstract
The purpose of this study is to develop and implement a step-by-step upcycling fashion education program that can be utilized within the local community. This program aims to provide basic data by analyzing the current state of community-based upcycling projects and upcycling center programs. To achieve this, the study first examined the meaning and value of upcycling in fashion through literature research and explored upcycling projects and programs in connection with local communities. Subsequently, an upcycling fashion education program platform was developed and applied using the design thinking process. The program involved students from nine high schools in Gwangju Metropolitan City. Depending on the school's circumstances, the time and difficulty level of the upcycling education program were adjusted accordingly. A unique eco-bag making kit, using jeans developed in this study, was employed. Following the completion of the program, a satisfaction survey was conducted among 167 participating students from the high school community class. The findings indicated that the majority of students experienced an increased appreciation, attraction, and interest in upcycling products. They also demonstrated an understanding of the environmental impact of upcycling products and the distinction between upcycling and recycling. It is believed that the educational program developed in this study can promote ethical fashion and foster a sense of value-based consumption. This program can be customized and flexibly adapted to different educational levels and institutional characteristics, making it accessible to a wide range of learners.
Key Words
up-cycling, up-cycling fashion education, program, design thinking, community linkage program, 업사이클링, 업사이클링 패션교육프로그램, 디자인씽킹, 지역사회연계 프로그램
|
A Decade of Shifting Consumer Laundry Needs Through Text Mining Analysis
텍스트마이닝을 통한 10년간 소비자 세탁행동 요구의 변화
김하빈 Habin Kim
28(2) 139-151, 2024
DOI:10.12940/jfb.2024.28.2.139
김하빈 Habin Kim
DOI:10.12940/jfb.2024.28.2.139
Abstract
In recent years, consumer clothing behaviors have undergone significant changes due to global phenomena such as climate change, pandemics, and advances in IT technology. Laundry behaviors closely connected to how consumers handle clothes and their clothing lifecycle have also experienced considerable transformations. However, research on laundry behavior has been limited despite its importance in understanding consumer clothing habits. This study employed text mining analysis of social data spanning the past decade to explore overall trends in consumer laundry behavior, aiming to understand key topics of interest and changes over time. Through LDA topic modeling analysis, nine topics were identified. They were grouped into subjects, targets, methods, and reasons related to laundry. Analyzing relative frequencies of keywords for each topic group revealed evolving consumer laundry behavior in response to societal changes. Over time, laundry behavior showed a dispersal of agents and locations, increased diversification of laundry targets, and a growing interest in various methods and reasons for doing laundry. This research sheds light on the broader context of laundry behavior, offering a more comprehensive understanding of consumer attitudes and perceptions than previous studies. It underscores the significance of laundry as a daily, socio-cultural aspect of our lives. Additionally, this study identifies changing customer values and suggests improvements and strategic branding for laundry services, providing practical implications.
Key Words
laundry behavior, societal changes, text mining Approach, consumer needs, a decade of consumer, 세탁행동, 사회변화, 텍스트마이닝기법, 소비자요구, 10년동안의소비자
|
