The Effects of Congruence between Self-Image and the Advertising Image of Chinese Consumers on Advertising and Brand Attitudes-The Moderating Role of a Fashion Advertising Model’s Nationality-Yu Hua Cui 21(6) 1-15, 2017
TitleThe Effects of Congruence between Self-Image and the Advertising Image of Chinese Consumers on Advertising and Brand Attitudes-The Moderating Role of a Fashion Advertising Model’s Nationality-
Yu Hua Cui DOI: AbstractThis study examines the various responses of Chinese consumers, depending on the nationality of the fashion advertising model featured in an advertisement; it explores the effects of a congruence between self-image and advertising image (CSIAI) on consumer attitudes. This study was conducted by collecting data online; 200 samples selecting a Korean model and 200 samples selecting a Chinese model with a fashion brand were analyzed. A structural equation model confirms the conceptual framework for the influence of CSIAI on consumer attitudes and purchase intentions. The results show that the perceived CSIAI of consumers positively influences their attitude toward the advertising and the brand, and further, that advertising and brand attitudes significantly affect the purchase intention of consumers. This positive relationship is moderated by the nationality of the model. These findings suggest that the nationality of the model can serve as an important retail mix for global marketers. Other results and management implications are also discussed. Key Wordscongruence between self-image and advertising image(CSIAI), advertising attitude, brand attitude, purchase intention, nationality of model |
A Study on the E-textiles Dip-Coated with Electrically Conductive Hybrid Nano-StructuresEuna Lee , Jongjun Kim 21(6) 16-30, 2017
TitleA Study on the E-textiles Dip-Coated with Electrically Conductive Hybrid Nano-Structures
Euna Lee , Jongjun Kim DOI: AbstractCurrently, e-textile market is rapidly expanding and the emerging area of e-textiles requires electrically conductive threads for diverse applications, including wearable innovative e-textiles that can transmit/receive and display data with a variety of functions. This study introduces hybrid nano-structures which may help increase the conductivity of the textile threads for use in wearable and flexible smart apparels. For this aim, Ag was selected as a conductive material, and yarn treatment was implemented where silver nanowire (AgNW) and graphene flake (GF) hybrid structures overcome the limitations of the AgNW alone. The yarn treatment includes several treatment conditions, e.g., annealing temperature, annealing time, binder material such as polyurethane (PU), coating time, in order to search for the optimum method to form stable conductive nano-scale composite materials as thin film on the surface of textile yarns. Treatedyarns showed improved electrical resistance readings. The functionality of the spandex yarn as a stretchable conductive thread was also demonstrated. When the yarn specimens were treated with colloid of AgNW/GF, relatively good electrical conductivity value was obtained. During the extension and recovery cycles of the treated yarns, the initial resistance values did not deteriorate significantly, since the network of nanowire structure with the support of GF and polyurethane stayed flexible and stable. Through this research, it was found that when one-dimensional structure of AgNW and two-dimensional structure of GF were mixed as colloids and treated on the surface of textile yarns, flexible and stretchable electrical conductor could be formed. Key Wordssilver nanowire, graphene flake, resistance, extension, nylon, spandex |
Exploring Interpersonal Trust OnlineSoo-kyoung Ahn 21(6) 31-46, 2017
TitleExploring Interpersonal Trust Online
Soo-kyoung Ahn DOI: AbstractThis study views the people’s propensity to rely on others’ evaluations as the interpersonal trust online despite a lack of personal interactions. Therefore, this study explores the underlying dimensions of interpersonal trust and examines how interpersonal trust influences trust in the e-tailer and behavioral intent. Data of 395 adults who had purchased apparel goods online were collected nationwide using an online questionnaire. Exploratory and confirmative factor analysis identified five underlying constructs of interpersonal trust online such as peer identification, ability, integrity, shared lifegoals, and benevolence. A structural equation modeling test was conducted to examine the relationships between interpersonal trust, trust in the e-tailer, and behavioral intent. Interpersonal trust influenced on trust in the e-tailer, specifically on trust in the e-tailer’s competence which subsequently increased a customer’s behavioral intent such as attitude toward the e-tailer and shopping intention. Although no direct effect of interpersonal trust on the behavioral intent was found, interestingly, the effects of the interpersonal trust on the e-tailer trust which derived the behavioral intent to purchase. This result suggests that marketers devise a more effective system and environment that can encourage the interpersonal trust between customers to build a strong trust in e-tailers. It also provides a theoretical framework of online trust in the way of classifying interpersonal trust and trust in e-tailers. Key Wordsonline trust, interpersonal trust, trust in e-tailers, identification |
The Comparative Analysis of 3D Software Virtual and Actual Wedding DressXin-yi Yuan , Soo-jeong Bae 21(6) 47-65, 2017
TitleThe Comparative Analysis of 3D Software Virtual and Actual Wedding Dress
Xin-yi Yuan , Soo-jeong Bae DOI: AbstractThis study is intended to compare an actual wedding dress being made completely through 3D software, and compare it with an actual dress of a real model by using collective tools for comparative analysis. The method of the study was conducted via a literature review along with the production of the dresses. In the production, two wedding dresses for the small wedding ceremony were designed. Each of the design was made into both 3D and an actual garment. The results are as follows. First, the 3D whole body scanner reflects the measure of the exact human body size, however there were some difficulties in matching what the customer wanted, because the difference of the skin color and the hair style. Second, the pattern of the dress is much more easily altered than it was in the real production. Third, the silhouette of the virtual and the actual person with the dress was nearly the same. Fourth, textile tool was much more convenient because of the use of real-time rendering on the virtual dresses. Lastly, the lace and biz decoration were flat, and the luster was duller than in reality. Prospectively, the consumer will decide their own design of variety through the use of the avatar without wearing the actual dresses, and they would demand what the another one desired, different from the presented ones by making the corrections by themselves. Through this process, the consumer would be actively participating in the design, a step which would finally lead to the two way designing rather than the one way design of present times. Key Wordsdigital clothing, small wedding, wedding dress, design development |
The Modified Hanbok Jeogori Pattern Development Using Virtual Dressing System - Based on Female Bodice Pattern -Seong Yeon Jeon , Hye Jung Wee 21(6) 66-76, 2017
TitleThe Modified Hanbok Jeogori Pattern Development Using Virtual Dressing System - Based on Female Bodice Pattern -
Seong Yeon Jeon , Hye Jung Wee DOI: AbstractThis study used a virtual wearing system equipped with body shape data with a 3D scanner, based on a female basic bodice, to develop a modified Hanbok Jeogori with high fitness capabilities to provide basic data for the development of the modified Hanbok Jeogori pattern for the academic and industrial fields. In this study, the representative modified Hanbok design which most frequently appeared in broadcasting ads and on line was selected. The wearing test was conducted by six professionals, and three times wearing tests were implemented based on 17 evaluation items. The data for this study was processed statistically using SAS 9.0. We conducted , the F-test for significance verification, the Duncan-test for a post test, and a correlation analysis of Cronbach's alpha coefficient for a reliability test of dressing test results were implemented for each of the three tests. The pattern of the developed modified Hanbok Jeogori overcame the defects of the short length of the conventional modified hanbok, and could fix the length issue. The developed Hanbok pattern solved the overlapping problem of the shoulder, back neck point-sleeve length(Whajang), and armhole, displayed in a straight line from the Godae point of the previous modified Hanbok; it suggested the position of the Seop and neck line in the basic bodice. Based on this, the Seop width, Git form, Goreum and the width, length, and position of the string whose dimensions can differ in accordance with the trend can be applied in various forms. Key Wordsmodified, hanbok, jeogori, git, virtual dressing system |
A Study on the Design of Accessories through the Concept of ReincarnationYou Shin Park 21(6) 77-86, 2017
TitleA Study on the Design of Accessories through the Concept of Reincarnation
You Shin Park DOI: AbstractThis study aims to explore the unethical issues in leather processing and to develop designs of leather products based on the concept of reincarnation by ecosystem circulation. The method used in this research include the review of previous literature and the design process for development fashion accessories using waste leather. The design process comprises collecting waste leather, classifying waste leather by type, color, and size, and developing leather products according to line carnation method. For this research, the material was limited to waste cowhide leather collected from leather workshops and leather product factories. The leather pieces were divided into typical and atypical types and developed leather accessories based on the leather piece’s color and size. A twill brooch, four-string bracelet, a brooch using the four-stringed leather strap and mini handbag designs were developed using regular type waste leather. An armband of abstract patterns and a cellphone case with graffiti pattern using irregular type over-splitting waste leather. The environmental issues in design are observed as part of understanding the significance of this study. Development of waste leather accessory can expand the usability of the waste leather as well as increase the product value by creating limited-line editions. By understanding the role and benefits of sustainable upcycling, this research suggests an efficient way to use waste materials in fashion to coexist with the natural environment. Key Wordsreincarnation, waste leather, upcycle, sustainable, C2C |
A Study on the Analysis and Comparison of DC Suite and CLO3DHeekyung Jang , Jianhui Chen 21(6) 87-105, 2017
TitleA Study on the Analysis and Comparison of DC Suite and CLO3D
Heekyung Jang , Jianhui Chen DOI: AbstractIn the fashion industry, 2D apparel CAD technology has already matured and various 3D apparel CADs have been introduced and are available for users. In the fourth industrial revolution era, the 3D apparel technology will be highlighted, and the research of 3D apparel CAD will be much more emphasized upon. Currently, various 3D apparel CAD have been developed and commercialized due to the rapid development of technology. However, in reality, the analysis and discussions about its problems and the improvements for clothing from a user's perspective have not been carried out yet. The purpose of this study was to provide the reference information about 3D apparel CAD for users by studying and comparing the characteristics of 3D apparel CAD. The 3D apparel CAD, DC Suite and CLO3D were selected for technical comparative study. The 3D apparel CAD mainly includes 3D body system, garment pattern system and garment simulation system and so on. It was compared and analyzed; the problem was presented, and the directions of improvement were put forth. Key Words2D apparel CAD, 3D apparel CAD, CAD technology, DC Suite, CLO3D |
A Study on Service Encounter Quality: Interpersonal Service vs. Self-Service Technology in the Fashion Retail StoresEun Young Kim 21(6) 106-121, 2017
TitleA Study on Service Encounter Quality: Interpersonal Service vs. Self-Service Technology in the Fashion Retail Stores
Eun Young Kim DOI: AbstractThis study was to identify underlying dimensions of service encounter quality, to test difference in service encounter quality between interpersonal service(IPS) and self-service technology(SST) and to predict service effectiveness and behavioral intentions in the fashion retail context. A field experimental study was designed for collecting data. Repeat sampling frames were involved in two types of service encounters: interpersonal service and self-service technology within the store environment. Thirty participants served as subjects. Sample represents more females than males, and age was ranged from 20 to 33 years old (Mean=24.2). The result suggested that service encounter quality consisted of competence, dedication, and listening. There was a significant mean difference on listening factor of service encounter quality between IPS and SST. For the interpersonal service, dedication and listening had significant effects on service effectiveness. For the self-service technology, competence and listening had significant effects on service effectiveness. In the IPS condition, the service effectiveness significantly affected the revisit intention, whereas it was not significantly related to the revisit intention in the SST condition. This study discussed managerial implications for fashion retailers seeking to effectively manage service quality by specifying interpersonal service versus self-service technology in the retail environments. Key Wordsservice encounter, self-service technology, service effectiveness, behavioral intentions |
An Exploratory Study on the Shopper Experience of Shopping Malls Using Photo Elicitation InterviewsJongbae Lee , Soyoung Kim , Miyoung Lee 21(6) 122-138, 2017
TitleAn Exploratory Study on the Shopper Experience of Shopping Malls Using Photo Elicitation Interviews
Jongbae Lee , Soyoung Kim , Miyoung Lee DOI: AbstractShopping malls in Korea have grown in size and number, and their one-stop convenience has expanded to include various retail stores, service outlets, and entertainment providers. This study closely examines the shoppers’ experience in a shopping mall. Using the photo elicitation interview (PEI) method, this study aims to provide deeper understanding of the subjective perceptions and context of shopping mall users. Ten shopping mall users participated in this study. They visited a shopping mall and took photos from their points of view about the shopping experience, and later participated in a personal interview. Convenience, excitement, relaxation, and socialization are the major themes of a pleasant shopping mall experience. Crowdedness and ineffective store design are the major themes of an unpleasant shopping mall experience. Core contents of each pleasant and unpleasant theme are presented. Given the current retail environment where shopping malls are continuously expanding, understanding the behavior and perception of consumers related to shopping malls is important in designing and providing a compelling experience in shopping malls. Key Wordsshopping mall, shopper experience, photo elicitation interview |
