Journal of the Korea Fashion and Costume Design Association (한국의상디자인학회지)

Korea Fashion and Costume Design Association (한국의상디자인학회)
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Research on the commercialization of design course works

  • Jin, Zhen Yi (Dept. of Visual Design, Yanbian University) ;
  • Cui, Yu Hua (Dept. of Fashion Design, Yanbian University)
  • Received : 2020.12.23
  • Accepted : 2021.05.26
  • Published : 2021.06.30
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Abstract

This study aims to analyze how students' design work functions affect consumer attitudes and purchase intentions toward clothes designed by students, while exploring the moderating effect of price sensitivity in such a relationship. Data was acquired from 351 responses of an online questionnaire (www.sojump.com). A two-step approach was employed to analyze our hypotheses using structural equation modeling (SEM) in SPSS 22.0 and AMOS 22.0 statistical packages. First, significant empirical evidence was secured regarding the effects of design functions (assurance, fashion, camouflage, individuality, and comfort) on consumer attitudes toward clothes, which can lead to purchasing intention. Fashion, individuality, and comfort functions can enhance consumer attitude significantly, but assurance and camouflage have no significant influence. Among the functions, comfort has the greatest effect on consumer attitudes, indicating that when students market works as commodities, comfort should be highlighted in their designs. In this way, such products can draw the interest of many consumers. Second, empirical evidence showed that price sensitivity negatively moderates the association between attitude and purchase intention. Thus, design courses should be careful when setting student works' prices given consumer sensitivity. The optimization of the student works' cost structure can help minimize price sensitivity. Overall, the findings and their implications can serve as a basis for the commercial application of design curriculum works and provide feasible support for developing student design curriculum in the future.

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References

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