Consumer Ethics and Fashion Corporate Social Responsibility-Attributions of Fashion CSR Motives and Perceptions-Soo-kyoung Ahn 20(6) 1-18, 2016
TitleConsumer Ethics and Fashion Corporate Social Responsibility-Attributions of Fashion CSR Motives and Perceptions-
Soo-kyoung Ahn DOI: AbstractThis study examines the impact of consumer ethics on the CSR motive attributions and, the subsequent consumer perception of the firm`s ethicality. Data of 512 adults were collected nationwide using a self-administered questionnaire online. Exploratory and confirmative factor analysis were employed to identify six underlying dimensions of consumer ethics, as follows: actively benefiting from illegal actions, passively benefiting from illegal actions, no harm/no foul, economic benefiting from illegal actions, intellectual property infringement, and pro-environmental behavior. In order to examine the relationships between consumer ethics, CSR motive attribution, and consumer perceived ethicality, a structural equation modeling test was conducted. The results demonstrated that actively benefiting from illegal actions, economic benefiting from illegal action, and pro-environmental behavior had impacts on CSR motive attributions such as strategy-driven attribution, value-driven attribution, and stakeholder-driven attribution. Consequently, strategy-driven attribution and value-driven attribution influenced the consumer perception of the firm`s ethicality, whereas stakeholder-driven attribution did not. This study provides an understanding of the CSR attribution mechanism from the view of consumer ethics that are multi-dimensional. The ethical judgements on different types of consumer behavior lead to attributions of CSR motives and subsequently their perception of a firm`s ethicality. Key Wordsconsumer ethics, fashion corporate social responsibility, CSR motive attributions, consumer perceived ethicality |
Influence of Emotional Experience at the Beauty Salon on Store PreferenceSunyoung Heo , Sungnam Kim 20(6) 19-31, 2016
TitleInfluence of Emotional Experience at the Beauty Salon on Store Preference
Sunyoung Heo , Sungnam Kim DOI: AbstractIdentifying the factors of emotional experience that arouse emotional responses will contribute to determining the relationship between the visual attributes of a salon and the emotional responses of humans, as well as the relationship between service factors and the emotional response of humans. The aim of this study is to examine the effect of the various e motional responses of customers on store preference and to thereby propose marketing strategies for offering an insightful service. The emotionally expressed vocabulary used by customers during their visit is also explored. 300 customers with previous experience of beaut y shop services were surveyed and their responses were analyzed using SPSS 20.0 to define the problems. All the emotional experiences at the beauty salon influence the service satisfaction and re-visitation intention. The results showed that, as the customer`s level of satisfaction with a service experience increases, the re-visitation intention increases. Of these results, only the service experience influences the recommendation intention. As the effective delivery of positive emotional services influences customers` revisiting intentions, beauty industry workers should be aware of each phase of the customers` emotions and try to provide customer-oriented services to appease these emotions. In addition, workers should strive to create service systems that induce customers` positive emotional responses rather than to offer merely stereotyped services. Key Wordsbeauty salon, emotional experience, store preference |
Impacts of Information Source and E-service Quality on Mobile Shopping Behavior in KakaoTalkKyong-hwa Yi , Sua Jeon , Haejung Maria Kim , Judith Forney 20(6) 32-51, 2016
TitleImpacts of Information Source and E-service Quality on Mobile Shopping Behavior in KakaoTalk
Kyong-hwa Yi , Sua Jeon , Haejung Maria Kim , Judith Forney DOI: AbstractKakaoTalk has become a reputed mobile social network and an inseparable part of people`s lives by leading the mobile industry in South Korea. However, there is a lack of studies in academia regarding perception of the consumers and assessment toward the mobile marketing and services by KakaoTalk. Based on the theoretical orientation of Elaboration Likelihood Model (ELM: Petty & Cacioppo, 1986) and electronic service quality (E-S-QUAL: Parasuraman, Zeithaml, & Malhotra, 2005), this study investigates the effects of information sources (Charles & Richard, 1988), and examines the consumer perception toward the service quality of KakaoTalk. A total of 209 responses were collected, using a self-administered survey in Seoul and Gyeonggi province, South Korea from March 2015 to June 2015. A seven-point Likert scale survey was developed to measure the information sources (i.e., argument quality, post popularity, and post attractiveness), electronic service quality (i.e., efficiency, fulfillment, privacy, and system availability), attitude (i.e., usefulness, preference, and overall attitude), and behavioral intention (i.e., like intention, share intention, and purchase intention). This study reveals a consensus that an online environment is different from the traditional retail context in terms of information source and service quality. Specifically, the results indicate that argument quality greatly impacts the attitudes of the individuals and their behavioral intention toward mobile shopping via social media channel. The most powerful factor among E-S-QUAL is “efficiency.” This dimension of service quality influences the customer perception of usefulness and preference as well as share and like intention toward mobile shopping on KakaoTalk. Key WordsELM, E-S-QUAL, KakaoTalk, Mobile, Social Media |
Usage and satisfaction of bed cloth fabrics: a reality studyHeeran Lee 20(6) 52-65, 2016
TitleUsage and satisfaction of bed cloth fabrics: a reality study
Heeran Lee DOI: AbstractPresently, sleep disorders are rapidly increasing due to sudden social development and lifestyle diversification. Among the various factors contributing to comfortable sleep, bedclothes are a major factor that readily influence the sleeping conditions, as they directly come in contact with the human body. This study therefore researches use and purchasing status of bedclothes by consumers, as well as the subjective satisfaction. This would accordingly help us to understand the consumers` performance needs, and collect basic data to develop bedclothes that assist comfortable sleep. This study used multiple choice questions and a 5-point Likert scale in a survey-style research. The results of the study indicate that consumers prudently considered practicality and durability, as bedclothes are seldom purchased. The most preferred material was cotton, but the use of microfiber, a new material, has also increased. Further, consumers` preferred lightweight bedclothes that displayed excellent water absorption, thermal insulation, durability, detergency, and flexibility. Hence, bedclothes developed according to the results of this study are expected to aid comfortable sleep. Key Wordsbedclothes, fabrics satisfaction, reality of usage, blanket fabrics, Korean-style, mattress fabrics |
Model-Based Simulation Analysis of Wicking Behavior in Hygroscopic Cotton FabricCheol-jae Hong , Byung-jick Kim 20(6) 66-78, 2016
TitleModel-Based Simulation Analysis of Wicking Behavior in Hygroscopic Cotton Fabric
Cheol-jae Hong , Byung-jick Kim DOI: AbstractHygroscopic knitted cotton fabric was found to spontaneously absorb water showing a significantly wide concentration gradient in the absorption direction. A semi-empirical diffusion model was introduced to describe how the wicking behavior compared to the classical capillary model (Washburn`s equation), which has been widely used in the textiles industry. The capillary sorption curve and the permeability coefficient, which are key variables for the model equations, were measured using an electronic balance. The concentration profile as a function of the wicking distance and the elapsed time was derived, based on the diffusion model. From the concentration profile, the wicking distance detectable by the human eye or a digital camera with the aid of an image-analysis system, could be described realistically as a function of the time. The classical capillary model could be modified by introducing the tortuous correction factor to match the diffusion model. Wicking models and data-processing techniques in the work could provide useful tools for objectively evaluating the textile`s wicking performances. Key Wordsabsorption, capillary, cotton, diffusion, wicking |
Design Development for Fashion Cultural Product Using Traditional Patterns by TessellationYoushin Park 20(6) 79-93, 2016
TitleDesign Development for Fashion Cultural Product Using Traditional Patterns by Tessellation
Youshin Park DOI: AbstractSince the development of patterns using tessellation is applied to a wide range of fields such as clothing, architecture, environment, and products, etc. and its expression principle is also found in various fields such as mathematics and science, etc. However, this pattern is mostly used as a math material with little studies on fashion and culture. In addition, it is thought that Korean traditional culture products need more various and modern design development methods and pattern through preliminary investigation which is simple copy of traditional items, simple copy of Korean Alphabet, Chinese character, and folk paintings. Therefore, it will present the method to make more design cases using Tessellation. Tessellation that combines mathematics and art will be the infinite form of designing of designers as well as creative training way to understand the composition principles of old culture and to raise sense of modern design. Tessellation of regular triangle, regular square, and regular hexagon was performed on the patterns which have meaning of wealth and prosperity of Korean traditional patterns. As the concrete method, first, each side of the regular triangle is developed symmetrically with patterns of fish, turtle, and cicadas. Second, rotational movement after symmetry movement about middle point of one side × 1 symmetry movement about middle point × 1 using crane and cloud, of the regular triangle was performed. Third, the regular square was tessellated parallel movement × 2 with "Da(multi)" and dragon pattern as the source image. Fourth, the sitting tiger was tessellated with symmetry movement about middle point × 2 and parallel movement × 1. Fifth, three bat patterns are tessellated by again rotational movement of two sides after rotational movement of one side and rotational movement of the other side. In addition, It developed traditional culture product design of the scarf, umbrella, aprons, neckties. Key Wordstessellation, traditional patterns, cultural product |
Comparison of absorption based on the location of seam of cloth diaperHeeran Lee , Hyojeong Lee , Yejin Lee 20(6) 94-110, 2016
TitleComparison of absorption based on the location of seam of cloth diaper
Heeran Lee , Hyojeong Lee , Yejin Lee DOI: AbstractA necessity for infants, diapers are not only used over long durations, but are also in direct contact to the infants` skin, making the choice of diaper to be of utmost importance. Current interest in cloth diapers is rapidly increasing because of issues concerning the baby`s health, green environment, and economy. However, previous researches on cloth diapers are limited to simply investigating the form and material of commercial cloth diapers. There are few in-depth researches for the optimal cloth diaper development. This is therefore a fundamental research for the development of optimized cloth diapers, and analyzes the difference in absorption depending on the placement of seam line (liner, darts, and I pattern), the locations of liquid spraying (1 cm and 8 cm ahead of the center), and the amount of liquid capacity (10 and 20 ml). Currently, the development of diaper patterns considers the crotch shape of the infants and the skin length deformation. As a result, in the case of the I-pattern, the horizontal seam line prevents water from spreading to the front and back, thus reducing the absorbed area. This result was more clearly visible when water was sprayed at the center. The effect of the seam line became more obvious when there was more water (20 ml); also, when water was sprayed at the center, more leakage was observed. Using the results of this research, implementation of horizontal seam is expected to prevent the upward spread of urine. Key Wordscloth diaper, absorption of water, location of seam, locations of liquid spraying |
A Study on the Design Changes and the Acceptance of Identity on Luxury Brand Bags-Focusing on the Fashion Collections of Louis Vuitton, Gucci, and Chanel-Jinhee Choi , Misuk Lee 20(6) 111-134, 2016
TitleA Study on the Design Changes and the Acceptance of Identity on Luxury Brand Bags-Focusing on the Fashion Collections of Louis Vuitton, Gucci, and Chanel-
Jinhee Choi , Misuk Lee DOI: AbstractA luxury brand bag is a medium to symbolize brand identity and plays a role in enhancing brand value. A typical example is a designer signature bag such as Hermes Kelly Bag, Birkin Bag, and Lady Dior Bag. The purpose of this study is to analyze the design changes and acceptance of identity of luxury brand bags and examine the design characteristics that succeed to the value of a luxury brand bag. The subjects of the study focused on Louis Vuitton, Gucci, and Chanel bags. Photos were collected from www.vogue.co. uk. based on the fashion collections from S/S 2007 to S/S 2016. The study methodology was to analyze the kinds, shapes, colors, materials, and the ornament of subject bags based on previous studies. The results of the study were summarized as follows. For the identity and design changes of each brand, Chanel has tried to combine functionality pursued in the past with constantly changing femininity by making bags in fantastic moods using various materials and free shapes. Gucci has constantly used Ornament elements holding the brand identity of classic bags and trend colors to keep tradition. Louis Vuitton holds fast to its functional shape to protect brand identity through design philosophy that started with a travel luggage and attempts to express modern emotion through Ornament changes. This study confirmed that luxury brands have accepted their unique design characteristics holding brand identity to improve their brand value and attempted to change constructive elements in many different ways for modern reinterpretation. Key Wordsbrand identity, Chanel, Gucci, luxury brand bag, Louis Vuitton |
The Effect of Online Supporter`s Review Directions on Consumers` Brand Attitude and Purchase Intention: The Role of Brand AwarenessSumin Lee , Chunghee Lee , Miyoung Lee 20(6) 135-147, 2016
TitleThe Effect of Online Supporter`s Review Directions on Consumers` Brand Attitude and Purchase Intention: The Role of Brand Awareness
Sumin Lee , Chunghee Lee , Miyoung Lee DOI: AbstractOnline supporters are the group of people selected by companies for the online promotion of their products or services and focus on generating messages that are conducive to stimulating hands-on experiences with companies` products and services to create advertising effects. This study examined how reviews offered by blogs operated by fashion brands` online supporters influence consumer`s brand attitudes and purchase intentions. Specifically, this study examined how brand awareness and directions of review messages influences consumers` brand attitudes and purchase intentions. This study employed a 2 (brand awareness: high awareness vs. low awareness) X 3 (review direction: one-sided positive, two-sided positive & negative, one-sided negative) between-subject factorial design. In total, 180 respondents participated, thus garnering 30 responses for each of the six conditions. The results of two-way ANOVA revealed the significant main effect supporters` review message direction on consumers` brand attitudes and purchase intentions. Two-sided messages were rated high for brand attitude and purchase intention compared to one-sided positive or negative or positive directions. The interactions between brand reputation and message direction were significant for brand attitude, but not for purchase intention. Key Wordsonline supporter, online review, review direction, brand awareness, brand attitude |
