Impact of Generative AI-Based Virtual Fitting Service Characteristics on Consumer Behavior Intention: Mediating Effect Analysis of Self-Congruence
생성형 AI 기반 가상 피팅 서비스 특성이 소비자 행동 의도에 미치는 영향 -자아일치성의 매개효과 분석-
박은영 Eunyoung Park , 고은주 Eunju Ko
29(2) 1-18, 2025
DOI:10.12940/jfb.2025.29.2.1
박은영 Eunyoung Park , 고은주 Eunju Ko
DOI:10.12940/jfb.2025.29.2.1
Abstract
With rising influence of generative AI throughout society recently, the fashion industry is responding by rapidly changing its traditional structure and paradigm from design to production and from distribution to consumer experience. In fact, the fashion industry, where trend forecasting is one of the key factors determining business success, is actively utilizing AI technology to provide consumers with differentiated experiences. Especially, as the virtual fitting market continues to grow annually, virtual fitting services utilizing generative AI to provide unique and personalized customer experiences are attracting attention of many fashion companies. However, few studies have investigated consumer experiences with such services. Therefore, this study aimed to explore the acceptance of these newly launched generative AI-based virtual fitting services from the perspective of consumers using self-congruence as a mediator. Our analysis confirmed that integrating generative AI in virtual fitting services could effectively support user purchases. The role of self-congruity was empirically validated. This study highlights the role and exploratory value of generative AI in the fashion industry. Furthermore, it provides valuable insights for the fashion industry in developing customized marketing strategies to enhance consumer satisfaction and positive attitudes.
Key Words
AI, Generative AI, Virtual Fitting, Self-congruence, Behavior Intention, 인공지능, 생성형 인공지능, 가상 착용, 자아일치성, 행동 의도
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A Study on Nail Art Combining Fashion Textile Design and Digital Nail Devices
패션 텍스타일 디자인과 디지털 네일 디바이스를 융합한 네일아트 연구
김미선 Misun Kim , 신세영 Saeyoung Shin
29(2) 19-31, 2025
DOI:10.12940/jfb.2025.29.2.19
김미선 Misun Kim , 신세영 Saeyoung Shin
DOI:10.12940/jfb.2025.29.2.19
Abstract
This study proposed a new approach to nail art design by fusing fashion textile design elements with digital nail devices and expanding possibilities of nail art expression. Based on an analysis of expressive characteristics of motifs found in fashion collections, designs were created using Nail Pop, a digital nail device. Four works were produced for each characteristic using nail art techniques such as hand painting, flat nail art, and 3D art. Results of this study are as follows. First, four elements―symmetry, repetition, continuity, and complexity―were identified as motif representation characteristics of fashion textile designs that could be applied to nail art design, demonstrating their practical applicability. Second, it was confirmed that nail art design using digital nail devices could enable rapid and precise implementation of complex patterns in fashion textile design. Third, by reflecting the latest trends in nail art design by fusing fashion textile design and nail art, nail art could be used as a fashion component beyond a simple beauty element, expanding into a design element that could enhance the overall fashion style. This study is significant in that it presents a new direction for nail art design by integrating textile design with digital nail devices. Future research that combines advanced digital technologies in the nail industry with various fashion textile design characteristics could serve as a valuable foundation to develop a creative and innovative approach not only in the nail industry, but also in related fields.
Key Words
fashion textile design, digital nail device, nail art, digital convergence, 패션 텍스타일 디자인, 디지털 네일 디바이스, 네일 아트, 디지털 융합
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A Study on the Motivation of Citizen Participation and the Effect of Collaboration for Revitalization of Participatory Public Art: Focusing on Case Study of ‘Three Forget - Me - Not Blossoms’ Project
참여적 공공 미술의 활성화를 위한 시민 참여 동기와 협업의 효과 분석 -‘세 송이 물망초 프로젝트’ 사례연구를 중심으로
이광호 Kwangho Lee
29(2) 32-49, 2025
DOI:10.12940/jfb.2025.29.2.32
이광호 Kwangho Lee
DOI:10.12940/jfb.2025.29.2.32
Abstract
This study applied ideal conditions of participatory public art identified through prior research to a real community-based project and empirically examined their effectiveness through participant interviews and behavioral observations. Using the ‘Three Forget-me-not Blossoms’ project as a case study, this research explored how participants engaged in the creative process and what emotional or perceptual changes occurred. Findings showed that participants acted not as passive viewers, but as active contributors who helped realize the social value of participatory public art. Voluntary and collaborative participation, along with a sense of authorship and responsibility, increased emotional attachment and willingness to re-engage. When individuals saw themselves as co-creators, the project effectively fostered empathy, communication, and community solidarity. These results suggest that participatory public art can serve as a meaningful platform for civic engagement and social connection. The study provides practical insights for designing and sustaining future participatory public art initiatives based on both theory and practice.
Key Words
participatory Public Art, Three Forget-Me-Not Blossoms Project, Public Art, Collaborative participation, Civic Engagement, 참여적 공공미술, 세송이 물망초 프로젝트, 공공미술, 협업적 참여, 시민 참여
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A Case Analysis of Human-AI Collaboration in the Fashion Industry and Future Utilization Plan
패션 산업에서의 인간-AI 협업 사례 분석 및 향후 활용 방안
이해규 Hae Gyu Lee , 이민선 Minsun Lee
29(2) 50-65, 2025
DOI:10.12940/jfb.2025.29.2.50
이해규 Hae Gyu Lee , 이민선 Minsun Lee
DOI:10.12940/jfb.2025.29.2.50
Abstract
This study aimed to analyze cases of human-AI collaboration in the fashion industry and propose strategies for effective human-AI collaboration by analyzing strengths and limitations of human intelligence and AI. To achieve this, we reviewed domestic and international literature, articles, and specialized magazines, focusing on cases from 2018 to 2024. Human-AI collaboration cases were categorized into five stages along the fashion supply chain, with representative examples analyzed for each stage. Across the fashion supply chain, AI has been primarily utilized to enhance efficiency by optimizing supply chain management through rapid and accurate data collection, advanced analytics, and process automation. The growing integration of AI in the fashion industry reflected an increasing industry-wide awareness of environmental concerns, driving many companies and brands to focus on sustainability initiatives. Furthermore, AI is transforming the industry by improving operational efficiency, enhancing customer experiences, fostering innovation, and supporting sustainability efforts. As AI’s role continues to expand, businesses should focus on optimizing industry processes and innovating business models to fully harness human creativity by applying new technologies.
Key Words
human intelligence, artificial intelligence, fashion supply chain management, human-AI collaboration, case study 인간 지능, 인공 지능, 패션 공급망 관리, 인간-AI 협업, 사례 연구
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A Study on Design Trends through Analysis of Modern Women's Hanbok Design Elements: Focused on the Period from 2015 to 2024
현대 여성 한복 디자인 요소 분석을 통한 디자인 트렌드 연구 -2015-2024년 중심으로-
형여여 Xing Lili , 이영재 Youngjae Lee
29(2) 66-85, 2025
DOI:10.12940/jfb.2025.29.2.66
형여여 Xing Lili , 이영재 Youngjae Lee
DOI:10.12940/jfb.2025.29.2.66
Abstract
This paper exploredthe evolution and trends of modern women's hanbok from 2015 to 2024, focusing on three key elements of garment design: silhouette, color, and fabric. With an increasing emphasis on intangible cultural heritage across various countries, this research identified distinct characteristics of modern women’s hanbok design. Through a comprehensive analysis of data and case studies from five representative modern hanbok brands, this study investigates the changing features of modern women's hanbok. In terms of silhouette design, Straight style has gradually supplanted the traditional Hourglass shape to become mainstream, reflecting modern women's pursuit of comfort and practicality. Bulk silhouette is more commonly used for specific occasions, showcasing the diversity of designs. In color application, modern women's hanbok retains itsclassic traditional shades while incorporating high-saturation modern colors, creating a visual effect that is both culturally rich and fashion-forward. Lce of fabrics has evolved to combine traditional natural fibers with modern synthetic materials, enhancing the clothing's comfort and-functionality, and reflecting the impact of technological advancements on the fashion industry. Furthermore, differentiated strategies regarding fabric usage among various brands further highlight the diversity and innovation in hanbok design. This research exploredthe design development trends of modern women's hanbok, providing essential reference material for future designs in this area.
Key Words
modern female hanbok, trend of hanbok, design elements of hanbok, modern hanbok, 현대 여성 한복, 한복의 트렌드, 한복 디자인 요소, 현대 한복
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Effects of Information Quality and Credibility of De-Influencer on Usefulness and Attitudes Toward De-Influencer
디인플루언서의 정보품질 및 공신력에 대한 소비자의 인식이 유용성과 태도에 미치는 영향
임미지 Miji Lim , 최정민 Jungmin Choi , 이현화 Hyun-hwa Lee
29(2) 86-100, 2025
DOI:10.12940/jfb.2025.29.2.86
임미지 Miji Lim , 최정민 Jungmin Choi , 이현화 Hyun-hwa Lee
DOI:10.12940/jfb.2025.29.2.86
Abstract
De-influencers have emerged to highlight negative aspects of consumption and challenge consumers to reconsider their purchasing behaviors. Their contents are highly visible and engaging, significantly impacting the influencer market. This study investigated effects of information quality and credibility of de-influencers with negative opinions on perceived usefulness and attitudes towards de-influencers. An online survey was conducted with a convenience sample of individuals in their 20s and 30s who had experience of following influencers. A 5-point Likert scale adapted from previous studies was used to measure perceived information quality (timeliness, playfulness, vividness, accuracy, novelty), perceived usefulness, attitudes towards de-influencers, and the credibility of information providers (trust, expertise). A total of 195 responses were analyzed using descriptive statistics and factor analysis in SPSS 29.0. Additionally, Smart PLS 4.0 was used to test the research model. Information quality theory was applied to de-influencers to derive information quality dimensions (timeliness, playfulness, vividness, accuracy, novelty). Among these dimensions, playfulness and novelty were identified as important factors that could enhance the perceived usefulness of de-influencers. Significant direct effects of de-influencers’ credibility (trust, expertise) on their perceived usefulness were found. This study also identified mediating effects of usefulness in relationships between playfulness, novelty, credibility, expertise, and attitudes toward de-influencers. Findings of the study provide meaningful insights for influencer marketing, particularly in understanding the role of de-influencers in shaping consumer perceptions and behaviors.
Key Words
De-influence, Information Quality, Credibility, Perceived Usefulness, Attitudes, 디인플루언서, 정보품질, 공신력, 인지된 유용성, 태도
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A Study on Satisfaction and Fit of Laboratory Coats
실험복의 만족도와 맞음새 연구
차수정 Sujoung Cha
29(2) 101-121, 2025
DOI:10.12940/jfb.2025.29.2.101
차수정 Sujoung Cha
DOI:10.12940/jfb.2025.29.2.101
Abstract
This study examined the fit, satisfaction, and discomfort of laboratory clothing based on laboratory field, research experience, work hazard level, and gender to develop functional designs. Results indicated that satisfaction varied by field, with the chemistry sector reporting the most discomfort in underarm and arm areas, while the food sector showed high discomfort in the back area. Researchers with longer experience had higher expectations for functionality. Those working in high-risk environments reported lower satisfaction in functionality and safety. To address these issues, customized designs based on laboratory environments, enhanced protective features, improved durability, and ergonomic patterns considering body characteristics are necessary. High-risk environments required protective fabrics with chemical and heat resistance, while frequently worn areas such as elbows and knees needed reinforced durability. In addition, gender differences should be reflected in pattern designs, offering both unisex and gender-specific options. Adjustable sizing and ergonomic structures are also essential to accommodate diverse body types. This study provides meaningful insights by analyzing real laboratory workers’ experiences. However, it did not fully address field-specific laboratory clothing characteristics. Future research should focus on developing specialized designs tailored to different laboratory conditions to enhance functionality and comfort.
Key Words
Chemicals, Experiment, Functionality, Lab Coat, Satisfaction, 약품, 실험, 기능, 실험실, 만족도
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Expression Format and Aesthetic Characteristics in Paolo Roversi’s Fashion Photography by Image Type
파올로 로베르시(Paolo Roversi) 패션 사진의 이미지 유형에 따른 표현형식과 미적 특성
이정은 Jung Eun Lee , 김지영 Ji Young Kim
29(2) 122-142, 2025
DOI:10.12940/jfb.2025.29.2.122
이정은 Jung Eun Lee , 김지영 Ji Young Kim
DOI:10.12940/jfb.2025.29.2.122
Abstract
This study analyzed the expressive and aesthetic characteristics of Paolo Roversi’s fashion photography, one of the world’s top three fashion photographers. As a research method, 315 of Roversi’s photographs published in British, Italian, and Parisian Vogue magazines from 2010 to 2024 were examined. Expert focus group interviews were conducted to classify key images, and an analysis framework was developed based on prior research to systematically assess each image. The findings revealed that Roversi’s fashion photography is primarily characterized by three dominant image styles: fantasy, which evokes a sense of dreamlike mystery; gothic, which conveys darkness, madness, and themes of death; and grotesque, which blends surreal and eerie elements. Additionally, four key aesthetic qualities emerged: ambivalence, reflecting the coexistence of opposing emotions; sensuality, capturing the mesmerizing beauty of the human body; mystery, achieved through dreamy colors and faded moods using light painting techniques; and melancholy, expressed through dark tones, low-key lighting, and irregular illumination to evoke inner solitude. This study serves as a foundational reference for fashion photography and brand promotion strategies, offering insight into Roversi’s unique visual language and its impact on contemporary fashion imagery.
Key Words
Paolo Roversi, Fashion Photographer, Expression Format, Image Types, Aesthetic Characteristics, 파올로 로베르시, 패션사진, 표현형식, 이미지 유형, 미적특성
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Analysis of expressive forms and characteristics of eco-printing in fashion design
패션디자인에 나타난 에코 프린팅（Eco-printing) 표현 형식과 특성 분석
진문루 Chen Wenlei , 이영재 Lee Youngjae
29(2) 143-163, 2025
DOI:10.12940/jfb.2025.29.2.143
진문루 Chen Wenlei , 이영재 Lee Youngjae
DOI:10.12940/jfb.2025.29.2.143
Abstract
As awareness of the environmental impacts of traditional dyeing and printing practices increases, eco-printing has emerged as a design tool that integrates cultural, emotional, and sustainable values. This study aimed to uncover the role of eco-printing’s formal expressions and characteristics in fashion design, providing design directions for future eco-printed fashion and advancing the development of sustainable apparel. Through literature review and case studies of brands and collections, including Pengtai, Heenaagrima, CiganKa, Feng Zhen Wang’s 2024ss collection, and Dior’s 2020ss collection, the research prioritizes an analysis of eco-printing’s aesthetic expressions and design layouts, with secondary emphasis on material and color applications. The findings demonstrate that eco-printing in fashion design Cultural Expression, Emotional Expressivity, Uniqueness, Design Diversity, Environmental Sustainability, Temporality, Healing, and Natural Authenticity. The study further revealed the relationship between formal expressions and the characteristics of eco-printing, along with its core values of environmental conservation, psychological healing, and cultural-artistic representation. Eco-printing effectively balances aesthetic innovation with ecological accountability, offering pathways for sustainable fashion development and actionable design methodologies for practitioners. This research establishes a framework for integrating eco-printing into fashion design, emphasizing its potential to harmonize creativity, cultural preservation, and planetary stewardship.
Key Words
Eco-printing, Sustainable Fashion Design, Expressive Characteristics, Natural Dyeing, Fashion Analysis, 에코 프린팅, 지속 가능한 패션디자인, 표현 특성, 천연 염색, 패션 분석
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Effects of Storytelling Attributes in Beauty Content Short-Form on Perceived Efficacy Value and Consumption Behavior: Focusing on TikTok
뷰티콘텐츠 숏폼의 스토리텔링 속성이 지각된 효능 가치 및 소비행동에 미치는 영향: 틱톡(TikTok)을 중심으로
왕하 He Wang , 김혜균 Hye Kyun Kim
29(2) 164-179, 2025
DOI:10.12940/jfb.2025.29.2.164
왕하 He Wang , 김혜균 Hye Kyun Kim
DOI:10.12940/jfb.2025.29.2.164
Abstract
Platforms such as TikTok that produce short video contents are becoming powerful tools for marketing beauty products. This study, centered on TikTok, investigated the impact of informativeness, entertainment, and interactivity on perceived efficacy value and consumption behavior in beauty contents, surveying 500 Chinese individuals who had watched short-form TikTok contents. Structural models and hypotheses were then established. Study results are as follows. First, story attributes of beauty contents in short-form influenced consumption behavior. Second, informativeness and entertainment in story attributes affected perceived efficacy value, while interactivity was unaffected. Third, perceived efficacy value affected consumption behavior. Fourth, in terms of story attributes of beauty contents in short-form, informativeness and entertainment on consumption behavior showed some mediating effect on perceived efficacy value, However interactivity had no visible effect. Beauty content videos are not limited to makeup. They have evolved into trend contents that comprehensively meet consumers' desire to express their sense of identity. Considering this, strategically planning short and impactful storylines can guide the development of short-form contents’ marketing strategies for the beauty industry in the future. This study points the way for marketing beauty contents in short-form. It could be used for future research.
Key Words
short-form, storytelling, perceived efficacy value, consumption behavior, 숏폼, 스토리텔링, 지각된 효능 가치, 소비행동
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