• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.3
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• pp.464-480
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• 2022

With the steady development of Artificial Intelligence (AI), online stores are adopting chatbot services as virtual shopping assistants. This study proposes the concept of para-social presence to explore the undiscovered role of fashion chatbots' emotional and relational characteristics on service acceptance. Based on the Technology Acceptance Model (TAM), this study investigates the effect of a chatbot's para-social presence on service acceptance intention through consumers' beliefs. The web-based experiment was conducted on adult consumers who experienced chatbot services in an online shopping situation. A total of 247 responses were analyzed using confirmatory factor analysis, structural equation modeling, and multi-group SEM by AMOS 21.0 and SPSS 23.0. The findings illustrate that the chatbot's intimacy positively influenced consumers' perceived enjoyment, while the chatbot's understanding had a significant effect on perceived usefulness and ease of use. The chatbot's involvement had a positive effect on all consumer beliefs. Moreover, perceived ease of use had a positive influence on usefulness. A greater level of perceived usefulness and enjoyment positively heightened consumers' service acceptance intention. This study also verifies the moderating role of a need for human interaction. Consumers with a high need for human interaction have a relatively low tendency to perceive chatbot services as useful.

• The Research Journal of the Costume Culture
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• v.31 no.6
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• pp.705-719
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• 2023

The study aimed to investigate the factors influencing genderless fashion preferences. The questionnaires were collected from men and women participants aged 20 to 49 living in Seoul City and Gyeonggi Province. Data analysis involved factor analysis, t-test, ANOVA, and regression analysis. The findings revealed that genderless fashion preference comprised four factors, namely individuality pursuit, deviation from norms, fashion pursuit, and social recognition pursuit. Self-esteem encompassed two factors positive self-esteem, and negative self-esteem. while sociocultural attitude toward appearance consisted internalization, and awareness. Second, positive self-esteem significantly influenced individuality pursuit and deviation from norms in genderless preference factors. Third, sociocultural attitude toward appearance had a significant effect on genderless fashion preference, with awareness particularly exerting a significant effect on individuality pursuit, fashion pursuit, and social recognition pursuit. Fourth, genderless fashion preferences exhibited differences based on gender role identity in factors such as individual pursuit, norm avoidance, and trend pursuit. Lastly, demographic characteristics such as age, education, occupation, and monthly income revealed significant differences in genderless fashion preferences. From the results of the study, it was found that consumers perceived individuality pursuit, fashion pursuit, and social recognition pursuit as important influencing factors of genderless fashion preferences. In addition, it is necessary to create an independent brand identity by developing various items to express consumers' individuality, differentiated brand concepts from other brands, and store displays.

• Fashion & Textile Research Journal
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• v.19 no.2
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• pp.194-206
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• 2017

This study analyzed the effect of individualism-collectivism propensity and social capital on participation activity as well as the effect of participation activity on fashion brands relationship orientation of social network service users. Also, this study investigated the difference in participation activity and fashion brands relationship orientation by participation level of social network service. A survey was conducted from October 1 to November 31, 2015, and 476 responses were used in the analysis. As results, the individualism-collectivism propensity was composed of vertical-horizontal individualism and vertical-horizontal collectivism. The social capital was composed of trust, norm, and network. Also, the participation activity was composed of personal interaction, consumer rights, information pursuit, interest pursuit, and economic pursuit. Vertical individualism positively affected information pursuit and economic pursuit, and horizontal individualism positively affected personal interaction, consumer rights, and information pursuit; in addition, vertical collectivism positively affected personal interaction, consumer rights, and interest pursuit. Horizontal collectivism positively affected information pursuit, but it negatively affected consumer rights. Consumer rights, information pursuit, interest pursuit, and economic pursuit of participation activity positively affected fashion brands relationship orientation. Also, there were significant differences in the participation activity and fashion brands relationship orientation by participation level. The study results provide useful information to the marketing strategies using social network service of fashion brands.

• Journal of Fashion Business
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• v.12 no.4
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• pp.99-113
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• 2008

The purpose of this study is to compare the social image and the external image of a Korean woman in 1970s and find out that the make-up can provide an important clue to examine the image of a woman in a given period. The research scope covered 10 top news of the daily newspapers and articles of women's magazines. A focus was made to an analysis on words and photos from them. The relationship of each image scale was examined by comparing the linguistic image scale and the visual image scale. The results were as follows : First, a frugal and tidy image. It was the look of our tidy, simple, traditional and classic woman. Second, an image of a cute and pure lady of refined manners. In 1970s, women were supposed to be 'a loving wife', a cultured female image with a faithful role of a 'wise mother' and a lady of refined manners as the best value. Third, a frivolous and decadent image. Double-faced image of a woman which included the women, who had to live as the lady of refined manners during the daytime and seductive woman during the night. Fourth, an image of a contemporary working woman. It was the image as a chic, confident and dignified working woman requested by the society of the times. Namely, it can be understood that women had a make-up of a soft and gorgeous tone as an expression of a will to keep a confident and female aspect in the course of working in the society by the women experiencing 1970s, the turbulent period. Consequently, it is possible to understand that the make-up was utilized as a means to express an ideal beauty of the time pursuant to the historical background or feature.

• Proceedings of the Costume Culture Conference
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• 2004.04a
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• pp.34-36
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• 2004

인간은 원시 시대부터 현대에 이르기까지 자신의 신체를 장식함으로서 많은 것을 표현하여 왔다. 신체장식은 미를 추구하고자 하는 인간의 본능적인 욕구에서 비롯되며 개인의 자의식을 표현하고 미적 경험과 심리적인 욕구를 충족시켜줄 뿐만 아니라 한 시대의 사회와 문화의 반영으로서 각 시대에 따른 다양한 상징적 의미와 내적 가치를 내포하고 있다. 과학의 비약적인 발달로 소외되고 혼돈에 처한 현대인들은 그 탈출구를 ‘원시로의 회귀’에서 찾고자 한다. (중략)

• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.6
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• pp.962-976
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• 2018

This study examined: 1) the influence of 3 social presence types including shopping companions, other consumers, and sales associates on the consumer's purchase decision at a retail store; 2) the difference in the influence by shopping situation involving shopping together or shopping alone; and 3) the differences by consumer susceptibility to social influence and self-confidence. The study conducted three experiments with the retail shopping scenario manipulating consumer's positive self-evaluation, but lack of confidence after trying on a clothing product. Experiment 1 and Experiment 2 examined the positive influence of social presence while Experiment 3 examined the negative influence. The results showed that the positive comment of a shopping companion had the highest influence on the purchase decision. Such impact was more observable under the low susceptibility to normative influence. The negative comments of sales associate and shopping companion lowered the purchase decision. There was no difference by shopping situation. The results imply that influences of social presence on the consumer's purchase decision are different by positive or negative comments and such influences are not different by shopping situation.

• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.4
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• pp.506-520
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• 2019

This study first investigates relationships among fashion consumer's positive emotion toward social value seeking activities (SVSA), enterprise image (EI), enterprise-perceived quality (EPQ), and purchase intention. Additionally, it demonstrates if the confirmed relationships are different in similar SVSA between social enterprise and cause-related marketing (CRM). An online experiment using a 2 (the implementation organization of social values: social enterprise vs CRM) ${\times}2$ (SVSA: support of vulnerable group vs environmental protection) factorial design was conducted to test the established hypotheses. Participants were randomly assigned to one of four conditions, and the collected data were analyzed using a partial least squares structure equation modeling (PLS-SEM) and partial least squares multi-group analysis (PLS-MGA). The results revealed that positive emotion toward SVSA directly influenced EI and purchase intention. EI and EPQ were identified as sequential mediators linking positive emotion toward SVSA and purchase intention. A finding for similarity in consumer response paths between social enterprises and CRM highlights that social enterprises need to develop a marketing strategy distinguished from CRM.

• The Journal of the Convergence on Culture Technology
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• v.7 no.4
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• pp.397-404
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• 2021

The web-based crowdfunding platform provides small-cap companies the opportunity to reduce financial risks and to reliably produce new products through pre-orders. Meanwhile, crowdfunding projects are also helping companies as a channel to test new products before mass production. Despite these advantages, from the point of view of businesses and consumers, it is true that web-based crowdfunding platforms have limitations in the retail environment. For example, the limited social elements of a web-based platform are somewhat in conflict with the basic characteristics of crowdfunding projects - which inevitably demand high social influences for the success. As such, understanding the mechanisms of social factors of crowdfunding platforms from the consumers' perspective is important. Therefore, in this study, we empirically tested the effect of social factors of crowdfunding platform on consumer participation and evaluation. Based on the Social Influence Theory and Social Presence Theory, we developed a conceptual framework where the social group size and social presence of other backers were the independent variables and the purchaser's intention to participate as the dependent variable. In the results, the size of the social group size and the perceived social presence have a significant positive effect on purchaser's participation intent. In addition, the social presence had a greater influence on the purchaser's intention to participate than the size of the sponsor's social group. We believe that our findings contribute to the extant literature by empirically demonstrating the valid effect of social factors of crowdfunding platforms on consumer evaluations.

• Proceedings of the Korean Society of Community Living Science Conference
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• 2003.11a
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• pp.151-151
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• 2003

인간은 복식을 통해 외형적인 아름다움뿐만 아니라 인간내면의 욕구를 표출하고 있다. 그 중에서도 복식의 한 아이템으로서의 속옷은 인간의 피부위에 직접 착용됨으로써 인간을 이해하는데 가장 원초적인 매체라 할 수 있다. 그러나 겉옷의 가시적인 특징 때문에 그동안 주로 겉옷에 대한 연구들이 이루어져 왔다. 겉옷과 속옷이 언제 구분되어졌는지는 정확하지 않지만 여성의 속옷이 팬티와 브래지어로 대변된지도 실상은 얼마되지 않았고, 70년대 빨간 속옷의 시대를 거쳐 80년대에는 예쁜 레이스가 달린 란제리를 선호하는 여성이 급증하였고 90년대 들어 패션시장은 겉옷과 속옷의 구분이 희미해져갈 정도로 속옷 시장이 확대되어 가고 있다. 그에 따라 품질과 디자인, 소재, 기능도 아웃웨어만큼 다양하게 전개되고 있으며 위생적이고 깨끗하면 된다는 예전의 속옷의 개념이 좀 더 아름답고, 고급스럽고, 기능적이어야 한다는 것으로 바뀌어져 가고 있다.

• Proceedings of the Korea Contents Association Conference
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• 2012.05a
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• pp.241-242
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• 2012

한국의 스트릿 문화 중심에는 한류가 있었고 지금까지 많은 발전을 해왔다. 이를 뒷받침 하는 것이 한류 열풍이고 k-pop이라는 새로운 문화 트렌드가 자리가 잡았다. 아이돌 가수들의 노래, 패션, 말투, 춤 등 이 모든 것들이 청소년의 여가 활도에 상당한 영향력을 가지고 있다. 본 연구는 청소년의 스트릿 댄스에 대한 관심과 인식 조사를 통하여 청소년들이 참여할 수 있는 동기유발과 스트릿 댄스 교육의 중요성 및 방향을 제시함으로써 스트릿 댄스의 발전에 기여하고 올바른 청소년의 여가활동의 방향을 잡고자 하였다. 따라서 연구 문제는 다음과 같이 설정하였다. 첫째, 스트릿 댄스는 청소년 문화와 정서에 큰 영향을 미친다. 둘째, 스트릿 댄스는 신체적 심리적 사회적 변화와 개인의 여가활동 변화에 긍정적인 작용으로 나타날 것이다. 스트릿 댄스 교육의 활성화를 위해 청소년기 학생들로부터 관심을 높일 수 있는 다각화된 연구가 지속적으로 필요할 것이다.