The Effects of Perceived Value on Platform Advocacy in the Experience of Using an Online Shopping Platform
온라인 쇼핑 플랫폼 이용 경험에서의 지각된 가치가 플랫폼 지지에 미치는 영향
김지민 Jimin Kim
30(1) 1-14, 2026
DOI:10.12940/jfb.2026.30.1.1
김지민 Jimin Kim
DOI:10.12940/jfb.2026.30.1.1
Abstract
This study explores how self-expansion mediates the relationship between multidimensional perceived value and platform advocacy within the e-commerce sector. Utilizing self-expansion theory and customer value literature, we developed an integrative model that connects various value dimensions to advocacy through psychological growth processes. We collected survey data from 1,635 consumers aged 2060 who have experience with major Korean online shopping platforms (Coupang, Naver, and Kakao). To test our hypotheses, we employed confirmatory factor analysis and structural equation modeling. The results indicate differing effects across the value dimensions. First, functional, emotional, and social values had significant positive impacts on platform advocacy, while economic and ethical values did not. Second, in terms of self-expansion, emotional, social, and ethical values (expressive values) demonstrated significant positive effects, whereas functional and economic values (instrumental values) did not. Third, mediation analysis revealed that self-expansion partially mediates the effects of emotional and social values on platform advocacy and fully mediates the effect of ethical value. These findings highlight self-expansion as a crucial mechanism through which affective experiences, social recognition, and ethical alignment lead to advocacy behaviors. Theoretically, this study extends self-expansion theory into the e-commerce context by identifying online platforms as psychological resources for self-expansion. Practically, the results suggest that platform managers should focus on expressive values to enhance users' psychological growth, transforming routine transactions into sustained advocacy rather than relying solely on basic functional and economic benefits.
Key Words
Online shopping, shopping platform, perceived value, self-expansion, platform advocacy, 온라인 쇼핑, 쇼핑 플랫폼, 지각된 가치, 자기 확장, 플랫폼지지
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Costume Design Development for Metaverse Virtual Idol Performances
메타버스 가상 아이돌 공연을 위한 의상 디자인 개발 연구
Xiaoyi Zhou , 이정수 Jung Soo Lee
30(1) 16-35, 2026
DOI:10.12940/jfb.2026.30.1.15
Xiaoyi Zhou , 이정수 Jung Soo Lee
DOI:10.12940/jfb.2026.30.1.15
Abstract
The COVID-19 pandemic accelerated the transition to non-face-to-face environments and increased the reliance on digital platforms in everyday life. Consequently, the metaverse has rapidly expanded across various industries. In the fashion and entertainment sectors, advancements in artificial intelligence, 3D modeling, and real-time rendering technologies have facilitated the rise of virtual idols, particularly through online concerts and virtual performances. However, academic research on the costume design for virtual idol performances remains limited. This study aims to examine the fashion characteristics of virtual idol performance costumes and propose digital designs suitable for virtual idols in metaverse environments. The research method involves a literature review and case analysis. A total of 83 performance costumes from seven Korean female virtual idol groups―K/DA, Aespa, Isegye Idol, Iiterniti, Mave, Fe:verse, and Naevis―were analyzed. The analysis focused on fashion elements such as color, items, materials, details and trimming, accessories, and the overall fashion image. Based on the findings, six virtual performance costume designs were created using CLO 3D. The design concept, titled "The Guardian of Ice," is inspired by environmental issues related to global warming and polar ice imbalance, and it embodies the idea of coexistence between technology and nature. This study contributes foundational academic data and a practical design framework for future research in virtual fashion and virtual idol performance costume design.
Key Words
metaverse, virtual idol, CLO 3D, performance costume, 메타버스, 가상 아이돌, 클로 3D, 공연 의상
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Intellectual Property Analysis of Brassiere for Breast Cancer Patients
유방암 환자용 브래지어 관련 국내 지식재산권 분석
차수정 Sujoung Cha
30(1) 35-49, 2026
DOI:10.12940/jfb.2026.30.1.35
차수정 Sujoung Cha
DOI:10.12940/jfb.2026.30.1.35
Abstract
This study examines Korean intellectual property related to bras for breast cancer patients, analyzing patents and utility models to identify filing trends, technological structure, and major applicants. Annual and five-year filing patterns were reviewed, applicant types compared, and technologies classified using the International Patent Classification (IPC) and a functional-purpose framework. An IPC co-classification network analysis was conducted to evaluate technological convergence. Filings were limited in the early period but increased after 2000. Patent applications rose sharply after 2011, peaked during 20162020, and remained high through 20212025. In contrast, utility model filings were concentrated in 19962010 and declined thereafter, reflecting a shift toward patent protection as technologies advanced. Applicant profiles also changed: patents were company-led before 2000 but became increasingly dominated by individuals after 2011, with notable participation from universities and research institutes in 20162020. Utility models were largely filed by individuals. Technologically, utility models were concentrated in A41C (bras/underwear), focusing on structural features and wearability. Patents expanded from A41 (clothing) into A61 (medical), integrating treatment, rehabilitation, and monitoring functions. Network analysis confirmed stronger clothing medical convergence in patents, while utility models showed a compact A41C-centered structure. Based on these findings, we propose design guidelines prioritizing fit, pressure distribution, and skin safety, followed by gradual integration of medical and monitoring functions with validated safety and usability.
Key Words
brassiere, breast cancer, patent, technical field, 브래지어, 유방암, 특허, 기술분야
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A Study on the Formative Characteristics and Expressive Forms of Multifunctional Clothing
다기능 의류의 조형 특성과 표현 형태에 관한 연구
진효한 Xiaohan Chen , 이영재 Youngjae Lee
30(1) 50-72, 2026
DOI:10.12940/jfb.2026.30.1.50
진효한 Xiaohan Chen , 이영재 Youngjae Lee
DOI:10.12940/jfb.2026.30.1.50
Abstract
As sustainability has become a central concern in the fashion industry, clothing design has shifted from being purely aesthetic to an integrated approach that emphasizes functional adaptability, structural variability, and efficient use. Multifunctional clothing, which combines practicality and flexibility, aligns well with the goals of sustainable design. This study investigates design methodologies for multifunctional clothing and systematically analyzes its formal characteristics and modes of design expression, providing theoretical foundations and design guidance for sustainable fashion practices. Using collections presented at international fashion weeks from 2014 S/S to 2024 F/W as research samples, the study systematically analyzes silhouettes, color schemes, materials, patterns, and design details. By integrating cross-frequency statistics of expressive characteristics and representational forms, it elucidates the structural features and evolutionary trends of multifunctional clothing. The results reveal that multifunctional clothing is predominantly characterized by H-line silhouettes. In terms of color, achromatic and neutral palettes are most commonly used. Functional and composite fabrics are the primary materials employed. Designers frequently incorporate adjustable, open-close, and detachable structures to facilitate dynamic transformations in garment form and function. Multifunctional clothing achieves flexible transitions in use and wearing configurations through structural strategies such as layering, open/close mechanisms, detachability, reversibility, positional transformation, and modular combination. Ultimately, this study highlights the innovative potential of multifunctional clothing design in extending garment lifecycles and enabling adaptability across various wearing scenarios.
Key Words
multifunctional clothing, modular system, detachable design, structural transformation, multifunctional design trends, 다기능 의류, 모듈러 시스템, 분리형 디자인, 구조적 변형, 다기능 디자인 트렌드
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The Effects of Textual and Visual Tactile Information on Consumers’ Need-for-Touch, Information Perceptions, and Purchase Intentions in Online Apparel Shopping
온라인 쇼핑몰에서 의류 제품의 언어적·시각적 촉각 정보가 소비자 접촉 욕구, 정보에 대한 인식, 구매 의도에 미치는 영향
김소희 Sohee Kim , 김태연 Tae-youn Kim , 이윤정 Yoon-jung Lee
30(1) 73-93, 2026
DOI:10.12940/jfb.2026.30.1.73
김소희 Sohee Kim , 김태연 Tae-youn Kim , 이윤정 Yoon-jung Lee
DOI:10.12940/jfb.2026.30.1.73
Abstract
This study explores how consumers perceive tactile information about clothing materials when presented both linguistically and visually in online shopping environments. It investigates two main aspects: (1) the impact of consumers' need-for-touch (NFT) on their perceptions of tactile information―specifically perceived usefulness, perceived enjoyment, and information comprehension―as well as on their purchase intentions; and (2) whether different formats for presenting tactile information result in significant differences in consumer perceptions and behavioral intentions. To conduct the research, two dresses (identical design in black and camel colors) were selected, with tactile information about the fabric presented in two textual formats (basic vs. descriptive) and three visual formats (main product image vs. diagram vs. close-up image). Female consumers aged 20-39 were randomly assigned to one of twelve mock-up online shopping websites, where they browsed the site and completed an online questionnaire. A total of 381 responses were analyzed. The findings indicated that autotelic NFT significantly enhanced the perceived enjoyment of information, while instrumental NFT notably increased the perceived usefulness of information. Both perceived usefulness and enjoyment positively affected information comprehension, which in turn influenced purchase intentions. Furthermore, only the level of image detail in the presentation of tactile information impacted perceived usefulness, enjoyment, and purchase intentions. This study suggests that online fashion retailers can boost consumers' purchase intentions by providing not only close-up photos but also informative tactile content, such as 3D representations or videos, that effectively convey the texture of materials.
Key Words
need-for-touch, tactile information, perceived usefulness of information, perceived enjoyment of information, online apparel shopping, 접촉 욕구, 촉각 정보, 지각된 정보 유용성, 지각된 정보 유희성, 온라인 의류 쇼핑
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Psychological Ownership Formation in Secondhand Fashion Consumption
타인의 것에서 나의 것으로: 중고 패션 소비경험에서 심리적 소유감 형성 과정 탐색
허희진 Hee Jin Hur , 김민선 Min Sun Kim
30(1) 94-109, 2026
DOI:10.12940/jfb.2026.30.1.94
허희진 Hee Jin Hur , 김민선 Min Sun Kim
DOI:10.12940/jfb.2026.30.1.94
Abstract
This study investigates how psychological ownership develops in secondhand fashion consumption, utilizing the Critical Incident Technique (CIT). Although the secondhand fashion market has seen rapid growth, research has largely concentrated on purchase motivations and attitudes, with little focus on how consumers cultivate psychological ownership of previously owned items. In contrast to new products, secondhand items bear traces of prior ownership, which can hinder the formation of psychological ownership. Through a qualitative analysis of 100 consumers' experiences with secondhand fashion purchases, this study identifies four critical incidents that foster psychological ownership: (1) Direct interventions, including purifying acts (cleaning, repairing) and creative modifications (DIY, customization); (2) Social validation, which involves receiving positive feedback from others; (3) Experiential adaptation, characterized by physical adjustments to the user's body and familiarization through repeated use; and (4) Emotional connections, stemming from empathy with the product's story or its previous owner. The findings indicate that the formation of psychological ownership results in notable cognitive, emotional, and behavioral changes. Cognitively, participants transitioned from perceiving items as 'other people's belongings' to viewing them as 'mine.' Emotionally, initial feelings of awkwardness and anxiety evolved into attachment and pride. Behaviorally, participants exhibited greater care for the products, increased usage frequency, and diminished intentions to resell. These insights expand psychological ownership theory into the context of secondhand consumption and offer practical guidance for secondhand fashion platforms. The research enhances our understanding of how consumers forge meaningful relationships with pre-owned products, providing implications for sustainable consumption.
Key Words
secondhand fashion, psychological ownership, critical incident technique, qualitative research, sustainable consumption, 중고 패션, 심리적 소유감, 결정적 사건 기법, 질적 연구, 지속가능한 소비
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A Study on Eco-Design Typologies in Women’s Outdoorwear: Focusing on the EU Ecodesign for Sustainable Products Regulation (ESPR)
에코디자인 유형별 여성 아웃도어웨어 디자인 연구: EU의 ESPR을 중심으로
이재경 Jaekyong Lee
30(1) 110-122, 2026
DOI:10.12940/jfb.2026.30.1.110
이재경 Jaekyong Lee
DOI:10.12940/jfb.2026.30.1.110
Abstract
Eco-design, which emphasizes environmental sustainability throughout the entire product lifecycle―encompassing development, production, and supply chain processes―has gained importance, particularly with the European Union's introduction of the Ecodesign for Sustainable Products Regulation (ESPR). As sustainability transitions from an optional practice to a regulatory mandate, this study explores how eco-design is being redefined within the ESPR framework. The research categorizes eco-design into four distinct typologies: Eco-materiality, Zero Waste, Durability, and Remanufacture. Each typology is examined through case studies drawn from recent industry examples, sustainable fashion brands, and academic resources. Based on these insights, the study developed designs for women's outdoor wear that adhere to the core principles of each eco-design type. The findings reveal that each typology necessitates specific design strategies, including environmentally conscious material selection, optimized pattern-making to minimize waste, durable construction methods, and systems that facilitate reuse and circularity post-consumer use. his research presents practical and scalable design solutions for fashion brands aiming to comply with ESPR and expand into the EU market. By linking regulatory requirements to real-world applications, the study offers valuable guidance for designers, manufacturers, and policymakers in adopting sustainable practices. Additionally, the findings contribute to the ongoing discussion about sustainable fashion innovation, especially in the women's outdoorwear sector, by connecting policy frameworks with design implementation. Ultimately, this study promotes the creation of a more sustainable, circular fashion system through targeted and actionable eco-design strategies.
Key Words
Eco-design, ecodesign for sustainable products regulation, women’s outdoorwear, eco-design typology, 에코디자인, ESPR, 여성 아웃도어웨어, 에코디자인 유형화
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A Study on the Formation of Generational Hanbok Schemata and the Structuring of Literacy according to the Transition of Hanbok Images in Middle School Textbooks
중등 교과서 내 한복 이미지 변화에 따른 세대별 한복 스키마 형성 및 리터러시 구조화 연구
심준영 Joonyoung Shim
30(1) 123-137, 2026
DOI:10.12940/jfb.2026.30.1.123
심준영 Joonyoung Shim
DOI:10.12940/jfb.2026.30.1.123
Abstract
This study explores how generational “Hanbok Schemata,” influenced by changes in the National Curriculum, create structural differences in modern Hanbok literacy. By analyzing middle school textbooks from the 3rd edition to the 2022 Revised Curriculum, the research identifies four birth cohorts and tracks the evolution of Hanbok image attributes. The findings indicate a progression in Hanbok representations, shifting from technical drawings to contextual photographs, and ultimately resulting in an informational void. These changes are reflected in cognitive structures: the 1st and 2nd generations formed “Technical and Regulative Schemata,” viewing Hanbok as a strict prototype; the 3rd generation developed a “Symbolic Schema” focused on identity; and the 4th generation established an “Informal Schema,” prioritizing personal style over official standards. The results, organized into a framework titled “Transition of Hanbok Schemata and Generational Literacy Response,” reveal that contemporary perception gaps―like those seen in conflicts at royal palaces―are a form of “Literacy Inconsistency,” arising from the clash of internalized schemata with similar visual stimuli. This study demonstrates that curriculum design is a crucial factor in shaping perceptions of traditional culture, providing an empirical foundation for multi-layered education and policies aimed at bridging generational divides.
Key Words
hanbok education, hanbok literacy, hanbok schemata, national curriculum, visual image, 한복 교육, 한복 리터러시, 한복 스키마, 국가 수준 교육과정, 시각 이미지
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The Effect of ESG Management Awareness and Authenticity in Marketing Activities of Positive Luxury Fashion Brands on Brand Attitude and Purchase Intention: Focusing on the Moderated Mediating Effect of Brand Trust
포지티브 럭셔리 패션 브랜드의 마케팅활동에 대한 ESG 경영인식과 진정성이 브랜드 태도 및 구매의도에 미치는 영향 : 브랜드 신뢰의 조절된 매개효과를 중심으로
이수진 Soojin Lee
30(1) 138-156, 2026
DOI:10.12940/jfb.2026.30.1.138
이수진 Soojin Lee
DOI:10.12940/jfb.2026.30.1.138
Abstract
As the global luxury industry, led by Positive Luxury, faces increasing sustainability challenges, it is redefining business models and rebuilding trust to align with evolving social and environmental expectations. This study explores how awareness and authenticity of ESG management affect brand attitude and purchase intention among positive luxury brands. Additionally, it investigates whether brand trust mediates the relationship between ESG management awareness, authenticity, and brand outcomes. The research also examines if the strength of this mediating effect is moderated by brand attachment, potentially enhancing or diminishing its impact. The findings reveal that both ESG management awareness and authenticity significantly positively influence brand attitude and purchase intention, with brand trust acting as a mediator in these relationships. Furthermore, as brand attachment increases, the mediating effect of brand trust intensifies, confirming a moderated mediation effect. This study offers valuable theoretical insights and practical implications for the positive luxury sector while recognizing its limitations and proposing directions for future research.
Key Words
sustainability, positive luxury, ESG management awareness, authenticity, brand trust, brand attachment, 지속가능성, 포지티브 럭셔리, ESG 경영인식, 진정성, 브랜드신뢰, 브랜드 애착
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A Study on the Current Status of AI-Based Programs Utilized in the Fashion Field: Focusing on Apparel Production Processing Education
패션분야에 활용되는 AI 기반 프로그램 현황 연구: 의류 생산 프로세싱 교육을 중심으로
박상희 Sanghee Park , 박진희 Jinhee Park
30(1) 157-168, 2026
DOI:10.12940/jfb.2026.30.1.157
박상희 Sanghee Park , 박진희 Jinhee Park
DOI:10.12940/jfb.2026.30.1.157
Abstract
The fashion industry is undergoing a rapid transformation driven by digital innovation and artificial intelligence (AI) technologies. AI has evolved from being merely a technical support tool to a creative partner that influences design, production, marketing, and distribution. Consequently, fashion education is being restructured to align with these technological advancements. As AI applications expand within the fashion sector, incorporating AI into fashion curricula has become increasingly vital.This study examines current and potential AI programs relevant to the fashion industry and suggests appropriate AI tools for different fashion sub-sectors. The objective is to enhance design thinking and bolster industry-oriented practical skills. In fashion education, generative AI programs are progressively integrated based on educational objectives, demonstrating significant potential to boost creativity and technical abilities. For example, in idea generation and mood board development, image generation AI tools like Midjourney and DALL·E 3 enhance visual imagination and concept formation. In digital garment simulation, programs such as CLO 3D and Browzwear equip students with pattern-making and virtual fitting skills. Additionally, Runway ML facilitates the production of fashion videos and promotional content. Image optimization tools like Designify and Let's Enhance aid in creating high-quality e-commerce product images. Overall, the integration of AI is anticipated to strengthen both creative and practical competencies in fashion education.
Key Words
fashion AI program, image analysis and trend prediction AI, fashion production and management AI, 패션 AI 프로그램, 이미지 분석 및 트렌드 예측 AI, 패션 생산 및 관리 AI
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