Antecedents of Intent to Purchase a Brand Extension-A University-Licensed Merchandise Case-Jaeha Lee , Kwangsoo Park 22(3) 1-15, 2018
TitleAntecedents of Intent to Purchase a Brand Extension-A University-Licensed Merchandise Case-
Jaeha Lee , Kwangsoo Park DOI: AbstractThe purpose of this study is to address marketing strategies for the brand extension of university-licensed merchandise by investigating influences on intent to purchase a new university-licensed merchandise line, tartan. A survey questionnaire was developed and administered online to the major target market for university-licensed merchandise. Four hundred and fifty students and alumni from a US Midwestern university completed the survey. Respondents were asked to answer questions on university identification, perceived university prestige, perceived value of the university-licensed merchandise, intent to purchase a brand extension in university-licensed merchandise, and demographics. It was hypothesized that university identification (H1) and perceived university prestige (H2) are positively related to the perceived value of the university-licensed merchandise and that perceived value of the university-licensed merchandise is positively related to intent to purchase a brand extension in university-licensed merchandise (H3). The difference between students and alumni was also tested. Consumers with high university identification and high perceived university prestige highly valued the university-licensed merchandise. Consumers who perceived a high value of the current university-licensed merchandise displayed a strong intent to purchase a brand extension in university-licensed merchandise. There was no structural difference between the two groups. The study builds on existing research on the influences of attitudes toward the university and university-licensed merchandise on purchasing university-licensed merchandise, specifically investigating intent to purchase a brand extension in university-licensed merchandise. This study also extends previous brand-extension research into university-licensed merchandise. Key Wordsbrand extension, new product, licensed merchandise, university branding, intent to purchase |
How Background Music Affects Consumer Perception of Waiting Time?-A Mediating Role of Emotions-Jee-sun Park , Leslie D. Stoel 22(3) 16-29, 2018
TitleHow Background Music Affects Consumer Perception of Waiting Time?-A Mediating Role of Emotions-
Jee-sun Park , Leslie D. Stoel DOI: AbstractThe present study examines whether consumers’ perception of waiting time and their behavioral intentions are influenced by the presence of background music in an online shopping environment. In particular, this study aims to explain the underlying mechanism for the effects of background music on consumers’ perceived wait and behavioral intentions toward the online retailer by proposing the mediating role of emotions drawing on the Stimulus-Organism-Response (S-O-R) framework. A lab experiment was employed to test the hypotheses. A total of 102 college students were used for data analyses. Results show that the presence of music has a significant impact on participants’ emotions, perceived waiting time, and approach behavior. Moreover, the findings show that pleasure and the perceived waiting time serve as mediators in the relationship between the presence of music and approach behavior. Implications of the model for theory, practice, and further research are discussed. Key Wordsmusic, emotions, perceived waiting time, S-O-R |
Stability Determination of the Various Cosmetic Formulations containing Glycolic AcidHye-yeon Yeo , Jeong-hee Kim 22(3) 30-38, 2018
TitleStability Determination of the Various Cosmetic Formulations containing Glycolic Acid
Hye-yeon Yeo , Jeong-hee Kim DOI: AbstractGlycolic acid(GA) is well known the most effective cosmetic ingredient on the epidermal remodeling, accelerated desquamation and inhibitory effect on melanin synthesis. The various cosmetic formulations containing GA have not been reported in terms of stability. This study was to investigate the stability of three formulations(gel, cream, and ointment). The stability of obtained formulations was tested chemical and physical characteristics including the composition stability, hot-cool cycling, the variation of pH and viscosity, and the observation of color and odor. The experimental results showed that the gel and cream containing 5% GA, both formulations have proper stability in the centrifugal test, hot-cool cycling test, viscosity, pH stability and the observation of color and odor. On the other hand, the 5% GA ointment did not have stability. We concluded that the formulations of gel and cream are more suitable than ointment to use GA ingredient for developing cosmetic in terms of stability. Key Wordsglycolic acid, cosmetic, formulation, stability, viscosity |
Fashion Consumer Segmentation based on Interpersonal Trust OnlineSoo-kyoung Ahn 22(3) 39-56, 2018
TitleFashion Consumer Segmentation based on Interpersonal Trust Online
Soo-kyoung Ahn DOI: AbstractSince trusting in other consumers may refer to having similar needs and preferences on fashion goods with them, interpersonal trust can be a reliable and practical criterion for market segmentation online. Therefore, this study aims to identify fashion online consumers based on interpersonal trust. This study segments fashion consumers based on interpersonal trust and experience and describes characteristics of each segment by examining demo-psychographic and behavioral variables as well as clothing consumption values. An online survey was conducted to collect data from 426 adult consumers who had bought fashion goods from their patronized e-tailer in the past one month. They completed a self-administered questionnaire inquiring about interpersonal trust, trust in e-tailers, purchase intentions, clothing consumption values, and their purchasing behavior online. Two-step cluster analysis generated four segments: distrustful doers, trusting doers, inactive trusters, and distrusters. They exhibited different characteristics in gender, online experiences, interpersonal trust, clothing consumption values, trust in the e-tailers, and attitude toward the e-tailers. Providing a new effective segmentation base, this study suggests that fashion marketers identify customers with a high level of trust in other customers and develop an encouraging environment that customers can interact with others in order to increase the effectiveness of trust. Because customers with a higher level of interpersonal trust are likely to have stronger trust in e-tailers with, more favorable attitude and purchase intention, and highly perceive the value of clothing consumption than those who have a lower level of interpersonal trust. Key Wordsonline segmentation, interpersonal trust, trust in e-tailers, clothing consumption values, review reading |
Analysis of Korean and Foreign Special Effects Make-up in Representative Films by PeriodJeewon Jung , Eun-sil Kim 22(3) 57-66, 2018
TitleAnalysis of Korean and Foreign Special Effects Make-up in Representative Films by Period
Jeewon Jung , Eun-sil Kim DOI: AbstractThe purpose of this study is to gather basic data in the special effects make-up field and to provide a source of inspiration for creative make-up design by examining how special effects make-up is developed according to representative films. Two approaches are used in this study: a literature review and an empirical case analysis. In Korea, color TV was introduced in the 1980s, with the demand for a realistic image. Since the 2000s, 3D printing technology has been introduced to special effects make-up. Special effects make-up was first introduced in Hollywood films in the 1890s, and by the 1900s, artificial teeth and eyebrows were added and presented using general make-up techniques. Since then, 3D and 4D technologies and animation performance capture methods have been introduced and distributed due to the rapid development of computer technology. Key Wordsspecial effects make-up, character make-up, prosthetics, animatronics, digital make-up |
A Study on the Nail Size Measurement of Korean Adult Women-Focused on women in their 20s, 30s and 40s-Eunsil Lee , Eun-sil Kim 22(3) 67-74, 2018
TitleA Study on the Nail Size Measurement of Korean Adult Women-Focused on women in their 20s, 30s and 40s-
Eunsil Lee , Eun-sil Kim DOI: AbstractKorean nail-beauty is mainly concentrated on women in their 20s and 40s. The purpose of this study is to investigate the structure and characteristics of nails based on the literature and to measure the nail size of adult women in their 20s to 40s as an empirical study. The purpose of this study is to utilize the measurement results as basic data for the standardization of nail size through comparative study with previous studies. For the study method, 150 (50 for each age group) adult female in 20 ~ 40 years with cuticle removed for 30 days from September 17 to October 16, 2017 were measured. As the result, As a result of measurements, the width of the nail was almost similar to that of the researcher. However, the thumb was 1.01 mm longer than the results of the previous researchers. The index nail was 1.12 mm longer, the middle nail was 0.82 mm longer, and the ring nail was 1.3 mm longer than the previous study. Key Wordsnail size, measurement, curvature, length, width |
The effect of Servicescape on the Customer Orientation of Beauty ProfessionalsEui-hyun Park , In Hee Lee 22(3) 75-88, 2018
TitleThe effect of Servicescape on the Customer Orientation of Beauty Professionals
Eui-hyun Park , In Hee Lee DOI: AbstractThe purpose of this research study is to analyze the effect of servicescape on customer orientation of skin beauty professionals. To attain the purpose, this study conducted self-administered survey of skin beauty professionals who have been working in Seoul cities and Gyeonggi provinces. by handing out total 438 copies of questionnaire. But 400 copies except for 38 ones of those respondents deemed to be unfaithful responses were analyzed and researched. A total of 400 questionnaire responses were used for data analyses. According to the results of factor analysis, Factor analysis revealed five factors of servicescape-surrounding factors, functionality, aesthetics, safety, and convenience- and three factors of customer orientation of beauty professional-understanding customer needs, beauty professional needs to offer services and meeting customer needs of beauty professionals. The result of regression analysis revealed that as for understanding customer needs of skin beauty professionals, convenience and functionality, safety and aesthetics has significant effects. All five factors of servicescape, safety, aesthetics, functionality, surrounding factors and conveniences, have significant effects on meeting customer needs. Regarding beauty professional needs to offer services, safety, functionality and convenience factor were significant factors. The study is to provide preliminary data on information useful in developing the method for managing and improving servicescape. Key Wordsservicescape, skin beauty professionals, customer orientation |
Exploring the Phenomenon of Consumers’ Experiences of Reading Online Consumer ReviewsJee-sun Park 22(3) 89-108, 2018
TitleExploring the Phenomenon of Consumers’ Experiences of Reading Online Consumer Reviews
Jee-sun Park DOI: AbstractThis paper aims to explore the analysis of the meanings and processes of reading online consumer reviews and to construct a substantive theory that explains the process involved with the phenomenon of reading consumer reviews. In order to explore the phenomenon, this study employs a qualitative methodology. Following the grounded theory perspective, the researcher conducted interviews with 17 participants, who have subsequently shopped online and utilized online consumer reviews for shopping, and decidedly employed in-depth interviews with those participants. Through coding and making constant comparison, several themes emerged: improving confidence, trusting reviews, getting a sense of who reviewers are, seeking balance, processing and handling negative reviews, experiencing vicariously, increasing searchability, getting a sense of who they are in terms of similarity, and seeking benefits and the usage situations from consumer based reviews. Among the emerging themes, improving confidence can be considered a core category, which is influenced by the analysis of trusting reviews and the consumer vicarious experiences with a product. Moreover, this study discusses the relationships among the themes. This study concludes with a discussion of the results, implications, and limitations. Key Wordsonline consumer reviews, confidence, negative reviews, vicarious experience, searchability |
Study on the Recent Status of Rental Hanbok Jeogori for WomenSanghee Park 22(3) 109-121, 2018
TitleStudy on the Recent Status of Rental Hanbok Jeogori for Women
Sanghee Park DOI: AbstractRecently, it is one of the popular fashion and cultural events that people of the younger generation put on a hanbok and take a picture together with communicating by SNS. For this reason, the rent-hanbok market takes a big part of the Korean traditional costume market. Therefor, the recognition of hanbok is changed from the style of uncomfortable and ceremonial clothes, to becoming popular as everyday dress in the younger generation. The various designs of the rental hanbok show two different opinions. One is the increasing popular and general public interest and demand for wearing and showing off traditional hanbok fashions in a positive outlook. Another is the case of the wrong stereotype and knowledge for traditional costume which results in a negative outlook for this type of fashion statement. This study is to look into renting hanbok jeogori for women in Seoul and in Junju. There are 39 styles available in joegori. That being noted, the traditional jeogori has seop and git with dongjung. But it is seen that rental jeogoris do not have the seop, or have the dongjung position as similar to the Po as seen on the men’s coat. The showy and colorful materials feel bad and are poorly ventilated. And excessive price competition causes a decreased quality of renting hanbok. Now the rental hanbok business needs to change; to have to make renting hanbok with the correct historical understanding, and it is necessary to have to stop the indiscriminate acceptance of foreign culture. Key Wordsrental jeogori, design, size, pattern |
A Study on the Body Shape Analysis for an Avatar Generation of the Virtual Fitting System-Focusing on Korean Women in their 20's-Heekyung Jang , Jianhui Chen 22(3) 122-142, 2018
TitleA Study on the Body Shape Analysis for an Avatar Generation of the Virtual Fitting System-Focusing on Korean Women in their 20's-
Heekyung Jang , Jianhui Chen DOI: AbstractIn the virtual fitting system, the use of a 3D avatar is not a simple garment model, but it should be able to reproduce the size and shape of the customer using a fitting system. Although various virtual fitting systems have their own 3D avatar sizing systems and provide 3D avatars that match the size of the customer, there are limitations in realizing the actual body shape in actual use by the consumer. The purpose of this study is to realize a 3D avatar with excellent size and conformity for customer use. Therefore, this study aims to provide basic data for the formation of a 3D standard avatar of Korean women aged in their 20's, by comparing and analyzing the degree of the consumer user friendly system change of a body type, and the consumer’s ability in selecting a consumer representative body type. Based on the survey data of 'Size Korea' conducted from 2004 to 2015 at three times, we examined the change of body shape over 10 years. Then, based on the results of 6th and 7th data, 4 factors of the concurrent body shape change of women of the consumer demographic studied were selected through the use of a factor analysis. Following this analysis, the 4 extracted factors were clustered again and finally released 7 representative body types, which were obtained based on height and weight. The size of each representative figure is derived by the use of a regression analysis, and it is used as a basic data for 3D avatar formation of the virtual fitting system. Key Words3D avatar, body type classification, representative body type, 3D avatar generation |
