Purchasing Behavior of K-pop Idol Goods Consumers in KoreaYu Jin Kim , Jieun Lee , Miyoung Lee 22(6) 1-13, 2018
TitlePurchasing Behavior of K-pop Idol Goods Consumers in Korea
Yu Jin Kim , Jieun Lee , Miyoung Lee DOI: AbstractIdol goods refer to products such as cups and towels, or mementos or souvenirs that are manufactured to gratify the desires of fandom and may include the facial images of a star. The objective of this research was to explore the purchase behaviors of K-pop idol goods. Two hundred and sixty female idol goods purchasers in their twenties participated in an online survey. Cheering tools were the most often purchased idol goods, followed by idol slogans and dolls. To investigate the difference in idol goods’ attributes they considered when shopping, respondents were divided into three purchase groups based on their annual total expense for purchasing idol goods. There were significant differences among light, medium and heavy purchasers in terms of goods’ price, practical features, and scarcity. The light shopper group was majorly guided by price and practical features as compared to the other two groups, and heavy shopper group was majorly guided by scarcity attribute than in the other two shopper groups. The more they identified their favorite idols, the more they worked hard, the higher their income, the higher the expenses of investing in idol products, the more likely they were to repurchase idol goods. In term of post-purchase behavior of idol goods, most idol goods purchase by fans were stored rather than used, and few indicated that they purchase two identical idol goods for use and storage. Key WordsK-pop idol, Idol goods, fandom, Idol identification, purchase intention |
Fashion Corporate Social Responsibility, Corporate Image, Product Preference, and Purchase Intention: Chinese Consumers’ PerspectivesJian Zhang , Yu Hua Cui 22(6) 14-24, 2018
TitleFashion Corporate Social Responsibility, Corporate Image, Product Preference, and Purchase Intention: Chinese Consumers’ Perspectives
Jian Zhang , Yu Hua Cui DOI: AbstractIn this age of information, companies are losing grip of their image. Perhaps this explains the reason why corporate social responsibility (CSR) has become somewhat of a buzzword among established fashion industry leaders companies seem determined to show stakeholders that they ― have values, are responsible, and they are driven by more by values than the prospects of financial gain. This study assessed the effect of CSR have in the fashion industry on the corporate image, product preference, and purchase intention in China. Three hundred native residents in China participated in an online survey from 1-12th Jan 2017. The results were as follows: (1) CSR consists of five components; economic responsibility, ethical responsibility, environmental protection, consumer protection, and philanthropic responsibility. (2) Both economic and ethical responsibilities have significant positive effects on corporate image, while perceived CSR does not have significant effect on product preference or purchase intention. (3) Consumers’ product preference and perceptions regarding corporate image influence their intention on making a purchase. These findings might operationally assist Korean fashion corporations to identify and address the critical aspects of CSR management which will improve their image as good corporate citizens and foster favorable attitudes toward fashion products from China. Further results and direction of future research were discussed. Key Wordscorporate social responsibility, CSR, corporate image, product preference, purchase intention |
The Influence of Environmental Concern and Green Fashion Advertisements on Consumer Behavior: Chinese vs. KoreanHang Shi , Yu Hua Cui 22(6) 25-38, 2018
TitleThe Influence of Environmental Concern and Green Fashion Advertisements on Consumer Behavior: Chinese vs. Korean
Hang Shi , Yu Hua Cui DOI: AbstractRecently, issues on the environment, which have become key bottlenecks relative to sustainable economic development, have generated common concern. However, relatively scant research has been devoted to consideration of relations between consumers’ environmental concern, green fashion advertisement value, and green consumption. In this study, using structural equation modeling (SEM), effects of environmental concern, perceived green fashion advertisement value, and attitude towards green fashion advertisements, on ecological purchases and their interrelationships are investigated. A model is constructed to link aforementioned constructs. Data, was collected through a questionnaire-based online survey (www.sojump.com) of 260 Korean consumers and 260 Chinese consumers. Findings suggest that environmental concern can improve their perception of green advertisement value. One of the findings showed strong positive relationship among green advertisement value, positive attitude, and purchase intention towards green fashion advertisement, while environmental concern negatively influenced their attitude towards green fashion advertisements. It suggests that if companies adopt green advertising strategies, environmentally-conscious consumers are willing to pay more, to purchase green fashion goods in to satisfy their needs. We should put more effort in educating consumers about environmental issues, to raise the level of environmental awareness and satisfy their concerns relative to green fashion goods. Conversely, there is significant positive relationship with the moderating effect of consumers’ nationality in all paths, so results above would make significant contributions to green literature, and would also contribute to advertisement strategy implications as well. Especially fashion marketers, an use accurate and fair environmental claims in their advertisements to increase sale and profits. Key Wordsenvironmental concern, green fashion, green advertisement, positive attitude, negative attitude |
Pre-Orientalism in Costume and TextilesKeum Hee Lee 22(6) 39-52, 2018
TitlePre-Orientalism in Costume and Textiles
Keum Hee Lee DOI: AbstractThe objective of this study was to enhance understanding and appreciation of Pre-Orientalism in costumes and textiles by revealing examples of Oriental influences in Europe from the 16th century to the mid-18th century through in-depth study. The research method used were the presentation and analysis of previous literature research and visual data. The result were as follows; Pre-Orientalism had been influenced by Morocco, Thailand, and Persia as well as Turkey, India, and China. In this study, Pre-Orientalism refers to oriental influence and oriental taste in Western Europe through cultural exchanges from the 16th century to the mid-18th century. The oriental costume was the most popular subspecies of fancy, luxury dress and was a way to show off wealth and intelligence. Textiles were used for decoration and luxury. The Embassy and the court in Versailles and Vienna led to a frenzy of oriental fashion. It appeared that European in the royal family and aristocracy of Europe had been accommodated without an accurate understanding of the Orient. Although in this study, the characteristics, factors, and impacts of Pre-Orientalism have not been clarified, further study can be done. Recognizing a broad perspective on oriental influence in Europe before Orientalism, we can have a balanced view of future Orientalism and global fashion. Key WordsPre-Orientalism, Orientalism, oriental fashion, cultural-exchange |
The Effects of Digital Signage on Flow and Brand Attitudes: The Mediating Role of PleasureKyoungha Ji , Hanna Kim 22(6) 53-69, 2018
TitleThe Effects of Digital Signage on Flow and Brand Attitudes: The Mediating Role of Pleasure
Kyoungha Ji , Hanna Kim DOI: AbstractIn recent years, digital media providing entertainment and information have become an important channel of customer experience. The aim of this study is to evaluate the effects of digital signage’s characteristics on flow and brand attitudes and to verify the mediating role of pleasure in digital signage and flow. The stimuli were developed for a sports brand stores using 3D and video editing software. The survey was conducted on 544 subjects from both gender aged 20 to 49 years old, i.e. the population that constitutes the major target group for sports brands. The data collected was analyzed using IBM SPSS 24.0. Specifically, frequency analysis, factor analysis, reliability analysis, t-test, and regression analysis were performed on the data. Based on the results, we can draw the following conclusions; First, the dimension of digital signage was classified into aesthetic and functional attributes. Additionally, we found out that women highly value aesthetic attributes of digital signage while the customers in their 40s pay more attention to functional attributes than their counterparts aged 20-30 years. Second, our results suggest that pleasure has a mediating effect in the relationship between digital signage attributes and flow; specifically, both sub-dimensions of digital signage features (aesthetic attributes and functional attributes) affect flow by means of pleasure. Third, our results demonstrated that the flow of digital signage had a significant impact on brand attitudes. Key Wordsdigital signage, flow, pleasure, brand attitude |
The Effect of Cosmetics Curation Service Quality Attributes on Consumer’s Intention to UseSungmin Heo , Woosuk Choi 22(6) 70-82, 2018
TitleThe Effect of Cosmetics Curation Service Quality Attributes on Consumer’s Intention to Use
Sungmin Heo , Woosuk Choi DOI: AbstractIn modern society, the means of sharing information has expanded from existing personal computers and mobile devices to a variety of smart devices rapidly increasing information production. Recently, curations have extended to online businesses. There has been wide use of curation services in the cosmetics curation market. In this study, focuses on factors which cosmetics curators have in mind. In relation to the impact of cosmetics curation quality properties on usability, the effects of the medium of satisfaction and confidence are to be verified. For this study, a survey of 378 women in their 20s and 40s who had experience with curations was done and the collected data were analyzed using SPSS 23.0 and AMOS 23.0 statistics programs. The results showed that information quality and personalization quality of cosmetics curation service were important factors affecting customer satisfaction. Personalization quality also had a positive effect on trust. System quality has a positive impact on trust and further influence on intention to use. This indicates that the trust on the curation service depends on the stability of system. However, design quality was found to have no significant effect on satisfaction and trust. In future, the research related to application and utilization of big data-based cosmetic curation will be further expanded. Key Wordscosmetics curation service, service quality attribute, intention to use, customer satisfaction, customer trust |
The Effect of Big Data-based Fashion Shopping Applications on App Users' Continuous Usage IntentionHyekyung Hong , Yeonseo Shin , Miyoung Lee 22(6) 83-93, 2018
TitleThe Effect of Big Data-based Fashion Shopping Applications on App Users' Continuous Usage Intention
Hyekyung Hong , Yeonseo Shin , Miyoung Lee DOI: AbstractThe purpose of this research is to investigate the characteristics of big data-based fashion shopping (BDFS) application, perceived usefulness, and expectation confirmation that influence the continuous usage intention of BDFS application users based on the expectation-confirmation model. A survey was conducted with female consumers in their 20s, who are living in Seoul and Incheon area and have used BDFS applications, A total of 182 responses were used for the data analysis. Five hypotheses were proposed, and regression analyses were conducted to test those hypotheses. The results indicated that the users’ perceived usefulness increased with the increase of accuracy and personalization characteristics of the app and the expectation confirmation. The result suggested that it is essential to provide accurate information for users to feel useful and to develop the personalized offerings and services which can be the biggest strength of the big-data based mobile fashion store. It was also found that continuous usage intention increases with increased perceived usefulness and expectation confirmation. This result suggests that expectations can play a critical role in perceiving the usefulness of BDFS applications and the user’s expectation confirmation also significantly affected the users’ continuous usage intention. Key Wordsbig data, fashion application, expectation-confirmation model, continuous usage intention |
A Study on the Development of Sensor-Based Smart Wappen System -Focus on UV Sensor and Gas Sensor-Jinhee Park , Jooyong Kim 22(6) 94-104, 2018
TitleA Study on the Development of Sensor-Based Smart Wappen System -Focus on UV Sensor and Gas Sensor-
Jinhee Park , Jooyong Kim DOI: AbstractThe objective of this study was to develop a wearable systems that protect users, based on sensors that are easy to use, from accidents caused by harmful gases in the operator's poor working environment or the risk of ultraviolet rays during outdoor activities. By developing smart wappen with Light Emitting Diode (LED) light alarm function including UV sensor and gas sensor and central processing unit, systems that are applied to daily wear and work clothes to explore the possibility of user-centered, harmful environment monitoring products in real time were proposed. Each sensor was applied to sportswear and work clothes and the wappen system consisted of lightweight and thin form as a whole. Wappen to cover the device had one sheet cover on the front and another cover from the inside to form a sandwich like formation. Wappen was made in the same form as regular clothes that doesn't damage the exterior then a removable wappen system was developed using Velcro and snap methods to enable the separation of device or the exchange of batteries. De-adhesion method can occur in two ways, from the outside and from the inside, so the design is selected depending on the application. This study shows the significance of the development of sensor-based smart clothing, in that it presented a universal model for users. Key Wordsgas sensor, UV sensor, smart wear, wappen, user |
Constructive Characteristics of Outdoor Jacket Depending on the Performance LevelJinhee Choi , Moonsoo Kyung 22(6) 105-114, 2018
TitleConstructive Characteristics of Outdoor Jacket Depending on the Performance Level
Jinhee Choi , Moonsoo Kyung DOI: AbstractThe purpose of this study is to investigate the diverse constructive characteristics which significantly affects performance besides materials information provided to consumers on functional clothes. Outdoor jackets can classified them according to their performance level. In order to provide consumers with necessary information to choose functional outdoor jackets, 12 brands selling domestic outdoor jackets were investigated and the conclusion of this study was as follows; It was found that fit degree, backpack weight, arm-raise, and number of pockets vary differently depending on performance level of outdoor jacket. Considerable constructive difference was found between high performance jacket mainly worn by professional climbers in extreme environment and jacket that can be worn in daily life. It is found that different characteristic is related not only to each diverse & complex constructive aspect, but also to ability to stretch, resistance to water, venting system of materials depending on performance level of outdoor jacket. Key Wordsoutdoor, jacket, performance, construction |
New Zealand National Brand expressed in Fashion DesignHae Jung Yum 22(6) 115-130, 2018
TitleNew Zealand National Brand expressed in Fashion Design
Hae Jung Yum DOI: AbstractThis study looked at how New Zealand’s national brand is expressed in fashion design. In other words, the objective of this study was to offer a research methodology about the process that the conceptual national brand materializes through design. The method used in this research was the review of previous literature and research reports for New Zealand national branding. A direct market survey on the characteristics of fashion brands in each travel destination was conducted from February 2017 to February 2018. New Zealand announced its slogan for the national brand ‘100% pure New Zealand’ in 1999, and in 2003 it announced the slogan ‘new thinking New Zealand’ with the value of ‘newness’ and ‘innovation’. It also has ‘Maori branding’. The study found that the three slogans had a consistent link from keywords to associated visual images. The above results were compared to the reminiscent visual images extracted from the website contents of the fashion brand. Then, using a t-shirt as an item, the t-shirt corresponding to each group was classified, and the design element analyzed. As a result, the four groups showed images of ‘New Zealand ecology image’, ‘ethnic & Kiwiana image’, ‘nostalgic travel image’ and ‘pop image’. Key WordsNew Zealand national brand, New Zealand fashion, 100% pure New Zealand, Maori branding, t-shirts design |
