Browse > Article
http://dx.doi.org/10.5850/JKSCT.2015.39.4.545

Consumer's Perception of Types of Fashion Film  

Ahn, Sang Ah (Dept. of Fashion Design & Textiles, Inha University)
Shin, Mi Hye (Dept. of Fashion Design & Textiles, Inha University)
Lee, Hyun-Hwa (Dept. of Fashion Design & Textiles, Inha University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.39, no.4, 2015 , pp. 545-559 More about this Journal
Abstract
This research investigates consumer responses to different types of fashion film used in national women's wear brands. The content analysis was conducted as a preliminary study for women's wear fashion brand based on the 2012/2013 fashion brand yearbook. Three types of fashion film (Wearing Apparel Products, Brand Advertising and Storytelling were used as stimuli for the present study. We analyzed 224 data gathered using SPSS 22.0. The results showed significant differences among types of fashion film in regards to film attitude, product evaluation, creativity, information literacy, re-watching intention and word of mouth intention variables. This study revealed that the Brand Advertising type received the most positive evaluation in many aspects. Especially, the Storytelling type received the most positive evaluation in creativity. Wearing Apparel Products type gained high points in information literacy. The present study helps brand managers determine a fashion film that best suits each brand characteristics.
Keywords
Fashion film; Perception difference; Digital communication; Domestic women's wear brand; Type;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
연도 인용수 순위
1 Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extension. Journal of Marketing, 54(1), 27-41.   DOI   ScienceOn
2 Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research, 4(3), 291-295.   DOI   ScienceOn
3 Backer, B. (1993). The care and feeding of ideas. New York, NY: Crown Publishing Group.
4 Bae, J. (2009). The influence of online news replies on Netizens' CSR perception, attitude, purchase intention, and word of mouth intention: Focusing on corporate social responsibility activity. The Korean Journal of Advertising, 20(5), 7-37.
5 Blackwell, R. D., & Engel, J. F. (1982). Consumer behavior (4th ed.). New York, NY: The Dryden press.
6 BLOUIN ARTINFO. (2013, August 9). 장르를 넘나드는 패션과 필름의 만남 [Genre cross of fashion and film]. BLOUIN ARTINFO. Retrieved January 16, 2015, from http://kr.blouinartinfo.com/news/story/944008/jangreureul-neomnadeuneun-paesyeongwa-pilreumyi-mannam
7 Bone, P. F. (1992). Determinants of word-of-mouth communications during product consumption. Advances in Consumer Research, 19(1), 579-583.
8 Choi, H. S. (2007). Cultural industries. Seoul: Dahalmedia.
9 Choi, J. S. (2008). The effect consumer attitudes on self-congruence for functional cosmetic depending on advertising appeal types. Journal of the Korean Society of Beauty and Art, 9(1), 79-100.
10 Choi, J. S. (2014, April 9). 뉴 미디어 시대, 고객 흥미를 끄는 가장 효과적인 방법 [New media age, the most exciting way to attract customers]. Standard Media. Retrieved January 16, 2015, from http://www.standardmedia.co.kr/?m=bbs&bid=ejournal&uid=50
11 Choi, J. Y. (2009). A study of Yoji Yamamoto's aesthetic consciousness-Focusing on the film "Dolls". Journal of Korean Society of Design Culture, 15(3), 455-465.
12 Choi, S. Y. (2009, December 1). Fashion theater. design.co.kr. Retrieved January 16, 2015, from http://www.design.co.kr/section/news_detail.html?info_id=50218&category=000000020000
13 Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. London: Addison-Wesley publishing company.
14 DelVecchio, D., & Smith, D. C. (2005). Brand-extension price premiums: The effects of perceived fit and extension product category risk. Journal of the Academy of Marketing Science, 33(2), 184-196.   DOI   ScienceOn
15 Dobrow, J. R. (1990). Patterns of viewing and VCR use: Implications for cultivation analysis. In N. Signorielli & M. Morgan (Eds.), Cultivation analysis: New direction in media effects research (pp. 71-84). Newbury Park, CA: Sage.
16 Engel, J. F., Kegerris, R. J., & Blackwell, R. D. (1969). Word of mouth communication by the innovator. Journal of Marketing, 33(3), 15-19.   DOI   ScienceOn
17 Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of wordof-mouth product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research, 17(4), 454-462.   DOI   ScienceOn
18 Hong, S. G. (2009). Fashion styles of modern women in Korean films in the late 1950s-Focused on costumes and make-up of Han Hyung-Mo's madame (Freedom 1956) and Shin Sangok's (The flower in hell 1958)-. Journal of the Korean Society of Esthetics and Cosmeceutics, 4(3), 21-32.
19 Hong, Y. J., & Kim, Y. I. (2013). Study on the digital storytelling types and characteristics of fashion designer brands. Journal of the Korean Society of Costume, 63(8), 43-57.   DOI   ScienceOn
20 Hwang, Y. J. (2015, January 13). 스낵컬쳐 시대...'웹 콘텐츠' 잔치가 시작됐다 [Snack culture time...'Web contents' party starts]. Herald Economy. Retrieved January 16, 2015, from http://biz.heraldcorp.com/view.php?ud=20150113000799
21 Jang, I., Lee, Y. E., & Hong, S. K. (2008). Image and communication. Seoul: Episteme.
22 Jung, J. W. (2010). Research on the characteristic of designer fashion industry and government support policy. Journal of the Korean Society of Fashion Design, 10(1), 93-106.
23 Jang, M. G. (1998). A study on the attitude of the audience for the internet advertising brand. Unpublished master's thesis, Sogang University, Seoul.
24 Jang, R. Y., & Yang, S. H. (2010). 21 century video image fashion communication-Focusing on Prada fashion animation-. The Research Journal of the Costume Culture, 18(6), 1318-1330.
25 Jung, J. H., & Shin, Y. S. (2003). A study on the relationship of Korean film costumes and popular fashion-Focused on the retro phenomenon since the 1998-. Journal of Fashion Business, 7(2), 122-142.
26 Kang, J. G. (2013, July 1). 이미지/동영상 기반 콘텐츠의 생산 및 이용량 증가 [Image/Video-based content production and utilization increases]. KOCCA. Retrieved January 16, 2015, from http://www.kocca.kr/knowledge/abroad/deep_icsFiles/afieldfile/2013/06/28/OWARpR61iQKH.pdf
27 Keller, K. L., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science, 25(6), 740-759.   DOI   ScienceOn
28 Kim, B. H., Kim, T. Y., Park, H. S., & Shin, G. K. (2013). Introduction to advertising (2nd ed.). Seoul: Hangyungsa.
29 Kim, H. J. (2011). A study on the costume styles of femme fatale in film Noir-Focused on -. Journal of Fashion Business, 15(4), 1-15.
30 Kim, H. J., Ji, S. H., Kim, G. O., Yeo, I. J., & Yang, I. J. (2013). Analysis on the 1920s fashion and hair-style in the movie 'The Great Gatsby'-Comparing the 1974 and 2013's film-. Journal of the Korean Beauty Art Society, 7(3), 199-210.
31 Kim, J. Y. (2013). Interactive case study on fashion media: Focused on Showstudio's fashion projects. Journal of Fashion Business, 17(5), 101-119.   DOI   ScienceOn
32 Kim, H. S. (2014). Effect of subjective beliefs about the perceived value of the message from the advertising message on the follow-up evaluation. Advertising Research, 100, 56-86.
33 Kim, H. S., & Han, S. P. (2012). The study of the brand's prior knowledge influence on the evaluation of advertising message. Journal of Practical Research in Advertising and Public Relations, 5(2), 88-111.
34 Kim, J. H. (2011). A study on world of mouth communication in the changing digital environment. Unpublished master's thesis, Konkuk University, Seoul.
35 Kim, S. I. (2009). The study on the film of through 1920-1930s fashion. Journal of the Korean Society of Esthetics and Cosmeceutics, 4(4), 37-52.
36 Kim, S. M., & Kim, Y. K. (2013). Innovations in brand communication based on the spread of digital fashion films -Focusing on fashion shows and digital media-. Journal of the Korean Society of Fashion Design, 13(1), 129-140.
37 Kim, S. Y. (2002). Fashion communication media and ideal body beauty. Unpublished doctoral dissertation, Sookmyung Women's University, Seoul.
38 Kim, S. Y. (2013a). Aesthetic characteristics reflected in Gareth Pugh's fashion films. Journal of the Korean Society of Costume, 63(1), 1-15.   DOI
39 Kim, S. Y. (2013b). Aesthetic values of image fashion as fashion communication tool in the 21st century. The Research Journal of the Costume Culture, 21(6), 793-809.   DOI   ScienceOn
40 Kim, T. W. (1997). Aesthetics of mass media and paradox of Europa reason. Korean Journal of Journalism and Communication Studies, 42(2), 111-139.
41 Lee, I. G. (2014, October 12). 패션브랜드, 영화와 사랑에 빠지다! 박찬욱이 명품 브랜드와 손잡은 이유는? [Fashion, movie fall in love! Why Park Chan-wook did collaboration with luxury brands?]. enews24. Retrieved January 16, 2015, from http://enews24.interest.me/news/article.asp?nsID=525827
42 Kong, S. B. (2009). Effects of folk Ssireum re-broadcasting on users' satisfaction and re-viewing intention. Unpublished doctoral dissertation, Yong In University, Yongin.
43 Lee, G. J. (2014, November 28). [SNS 세상은 지금] 허니버터칩 품귀현상 만든 SNS [[SNS world now] Honey butter chip shortage created by SNS]. MK news. Retrieved January 16, 2015, from http://news.mk.co.kr/newsRead.php?year=2014&no=1474270
44 Lee, H. S., Ahn, G. H., & Ha, Y. W. (2005). Consumer behavior (3rd ed.). Paju: Bupmunsa.
45 Lee, J. H., Kim, J. H., & Noh, J. H. (2007). Influence of public trust of sports communicator by broadcasting station on the satisfaction of watching TV by teenagers and their intention of re-watching-Focusing on relay broadcasting of the 2006 FIFA WorldCup Germany-. Korean Journal of Sport Science, 18 (2), 40-48.
46 Lee, J. H., & Lee, E. H. (2011). Augmented reality as an emotional communication media on fashion communication. Journal of Korea Design Forum, 32, 7-20.
47 Lee, J. M., Yoo, J. Y., Jang, S, J., Lee, J. H., & Yoo, J. M. (2014, January 15). 2013년 인터넷이용실태조사 최종보고서 [2013 Survey on the Internet usage]. KISA ISIS. Retrieved January 16, 2015, from http://isis.kisa.or.kr/board/index.jsp?pageId=040100&bbsId=7&itemId=800&pageIndex=1
48 Lee, J. S. (2008). A study on attitudes towards the ads in inflight in-seat video system. Unpublished master's thesis, Hongik University, Seoul.
49 Lee, M. G., & Rha, S. I. (2008). A study on the internet marketing communication strategy of young casual fashion brand through the website analysis. Journal of Fashion Business, 12(4), 46-55.
50 Lee, J. Y. (2012, May 16). 카르티에와 아르마니, 이들이 사랑한 것은? [Cartier and Armani, What did they love?]. The hankyoreh news. Retrieved January 16, 2015, from http://www.hani.co.kr/arti/specialsection/esc_section/533138.html
51 Lee, S. R., & Kim, H. Y. (2011). The modern fashion show in the digital image age. Journal of Korean Society of Design Science, 24(1), 129-140.
52 Lee, Y. H. (2012). Beauty service satisfaction and revisit purpose following customer's personality types-In center of DiSC behavior type-. Unpublished master's thesis, Seo Kyeong University, Seoul.
53 Lei, S. Q. (2014). The effect of advertisement types of fashion brand on consumer attitude : Focused on Korean and Chinese consumer. Unpublished master's thesis, Konkuk University, Seoul.
54 Mun, D. J., Jun, S. R., & Kim, T. W. (2004). A hierarchical advertising effectiveness model through creative factors. Advertising Research, 64, 109-137.
55 Nelson, P. (1974). Advertising as information. Journal of Political Economy, 82(4), 729-754.   DOI   ScienceOn
56 Oh, D. B. (2006). The critical literature review on the studies about the comparative effectiveness of “rational” and “emotional” advertising appeals. Korean Journal of Social Science, 28(1), 1-22.
57 Park, H. H., Koo, Y. S., & Koo, D. M. (2006). The influence of consumer's shopping value on fashion product attribute evaluation and repurchase intention-Focused on casual wear purchase of university students-. Journal of Marketing Studies, 14(3), 81-106.
58 Shin, H. S. (2014, October 31). 새로운 홍보 수단으로 자리잡은 SNS 마케팅 [Nestled in a new promotional means SNS Marketing]. OhmyNews. Retrieved January 16, 2015, from http://www.ohmynews.com/NWS_Web/View/at_pg.aspx?CNTN_CD=A0002048920
59 Rhee, H. Y. (2009). The study on development of information literacy scales for undergraduates. Unpublished doctoral dissertation, Chung-Ang University, Seoul.
60 Shin, H. J., & Kim, K. C. (2014). A study on spatial characteristics and a brand communication channels: Focus on the cases of fashion luxury brands. Bulletin of Korean Society of Basic Design & Art, 15(6), 295-309.
61 Shin, J. H. (2014, August 6). 동영상 콘텐츠 소비와 디바이스 [Video content consumption and device]. KISDI. Retrieved January 16, 2015, from http://www.kisdi.re.kr/kisdi/fp/kr/board/selectSingleBoard.do?cmd=selectSingleBoard&boardId=GPK_PRESS&seq=29675&reStep=1316099&ctx=_
62 Song, C. W., Kim, W. D., Park, M. Y., Kim, E. H., & Choi, H. M. (2012, December 31). 창조산업의 기술 및 수요기반 미래전망: 엔터테인먼트 산업(방송.드라마, 영화, 음악)을 중심으로 [Future outlook of creative industry: With technological opportunity and demand characteristic as the center (Media . Drama, Movie, Music)]. STEPI. Retrieved January 16, 2015, from http://stepi.re.kr:8080/app/report/view.jsp?cmsCd=CM0014&categCd=A0203&ntNo=140
63 Sternberg, R. J., & Lubart, T. I. (1996). Investing in creativity. American Psychologist, 51(7), 677-688.   DOI   ScienceOn
64 The Association of College and Research Libraries. (2000). Information literacy competency standards for higher education. ALA. Retrieved January 16, 2015, from http://www.ala.org/acrl/sites/ala.org.acrl/files/content/standards/standards.pdf
65 Yoo, S. A. (2014, June 1). 패션, 영화감독을 스카우트하다 [Fashion, scouts film directors]. design.co.kr. Retrieved January 16, 2015, from http://www.design.co.kr/section/news_detail.html?info_id=66737&category=000000020001
66 Wang, S. (2011). A study on the determinants of Chinese internet fashion consumer's purchase satisfaction: Focusing on the internet shopping mall attitudes and the impulse buying tendency. Unpublished master's thesis, Chung-Ang University, Seoul.
67 Yang, J. A. (2010). A study on effects of information characteristics of online fashion communities on relationship quality and word of mouth effects. Unpublished doctoral dissertation, Sungkyunkwan University, Seoul.
68 Yang, S. H., & Han, S. Y. (2008). Fashion and image. Seoul: Sookmyung Women's University Press.
69 2012/2013 Korea fashion brand annual. (2012). Seoul: Apparel News Incorporated.