• Science of Emotion and Sensibility
• /
• v.9 no.4
• /
• pp.331-339
• /
• 2006

PPL(Product Placement) of visual media can change the purchasing behavior of College students. This study aimed to investigate the differences in consumer's conception about PPL among college students and to analyze the relationship between the PPL conception ant fashion innovation/fashion sensitivity of students, resulting into their real purchasing behavior. We surveyed to about 189 college students living near Seoul, with questionnaire about PPL conception, purchase of PPL clothing, satisfaction on PPL clothing, fashion innovation, opinion about PPL, PPL apparel brand to recall, etc. According to dichotomy of college students by fashion innovation, as higher fashion innovative they were, they paid more attention on PPL clothing while watching TV or movie, and they also could recall more PPL apparel brands, and they purchased more PPL clothing. While the students with low fashion innovation had references from the opinion of friends or around people when purchasing their clothing, the students with high fashion innovation did from fashion magazine or PPL clothing. The students who thought that PPL was important and effective on clothing purchasing behavior, answered that their preference to PPL bran4, to the company, and to the product had increased positively, but not to the actor/actress.

• Journal of Fashion Business
• /
• v.7 no.4
• /
• pp.43-56
• /
• 2003

The main purpose of this study was to investigate the difference of perceptional degree of imported make-up cosmetics brand and importance of brand image attributes, and the evaluation of brand image attributes of imported make-up cosmetics according to fashion involvement and to provide positioning the imported make-up cosmetics brands according to brand image attributes. Survey was conducted to 301 people from age 20 to 30 year female woman who is leaving in Seoul and Kyunggee Inchon using convenience editing. Material analyzing was done using t-test, factor analysis, cluster analysis, multidimensional scaling. The results were as follows. 1. The perceptional degree of brand and the importance brand image attributes showed significant difference according to fashion involvement. 2. The evaluation of brand image attributes of imported make-up cosmetics were different between high involvement group and low involvement group. 3. As a result of multidimensional scaling, the imported make-up cosmetics brands were positioned different according to brand image attributes between high involvement group and low involvement group.

• The Journal of the Convergence on Culture Technology
• /
• v.8 no.6
• /
• pp.881-889
• /
• 2022

This study is to empirically investigate the impact of product placement on purchase intention. Product placement is growing due to its advantages that it is cheaper than general advertising and free from restrictions from exposure time. Considering that, this study includes variables reflecting high importance and characteristic changes in product placement. The study selects fashion involvement, celebrity involvement, bald exposure, and exposure strength as variables reflecting the unique characteristics of product placement, observance of ethics and consumer deception as ones reflecting ethical aspects, and program popularity and media familiarity as variables reflecting means of using product placement. As a result, celebrity involvement and program popularity have a positive influence on purchase intention, and consumer deception has a negative impact. However, fashion involvement, bald exposure, exposure strength, observance of ethics, and media familiarity do not have a statistically significant impact. This study explains the results through comparison with previous studies and suggests implications based on the association between product placement and purchase intention.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.32 no.11
• /
• pp.1739-1749
• /
• 2008

This study aimed to investigate the effects of innate innovativeness of young female adults on involvement and fashion innovativeness. To explain conceptual structure of adult women's fashion innovativeness, 4 dimensions of innate innovativeness were adopted as explanatory variables, and fashion involvement and clothing involvement were included as mediating variables. Date collecting using written survey instrument yielded 801 complete responses from female consumers aged between 20 and 39. Factor analysis on innate innovativeness resulted in 4 dimensional structures of innate innovativeness for the sample: uniqueness seeking, risk taking, newness seeking and dramatic stimulus seeking. All of these significantly and directly affected fashion innovativeness, however, uniqueness seeking, newness seeking and dramatic stimulus seeking except risk taking significantly and indirectly affected fashion innovativeness through fashion involvement and clothing involvement.

• The Journal of the Korea Contents Association
• /
• v.10 no.5
• /
• pp.173-184
• /
• 2010

The living standards of Chinese people are gradually rising, which has led more Chinese students to come to Korea for their academic career. In this respect, it seems significant to find out how clothing involvement affects brand attachment and brand loyalty of Chinese college students in Busan. In this study, we attempt to identify factors of clothing involvement that influence Chinese students' turn of mind towards brand attachment and brand loyalty. The results of our analysis are as follows: 1. Five factors of clothing involvement have been derived: fashion trend, favorable impression, planning, indifference and choice. For brand attachment, three factors of brand show-off, brand gravity and brand pride have been derived. 2. Factors of clothing involvement have positive effects on factors of brand attachment, and brand attachment also have significant effects on brand loyalty. 3. Clothing involvement significantly affects brand loyalty indirectly via brand attachment.

• Journal of Fashion Business
• /
• v.27 no.1
• /
• pp.126-139
• /
• 2023

The purpose of this study was to investigate and verify interaction effects of collaboration and brand origin as well as fashion involvement on consumer attitudes towards global sports apparel brands and Chinese local sports apparel brands targeting Chinese consumers. A survey was conducted on 425 Chinese women aged 19 to 34 years. Data were subjected to frequency analysis, reliability analysis, t-tests, 3-way ANOVA, and simple effect analysis. Results of the study are as follows. First, fashion involvement, collaboration, and brand country of origin all had a significant effect on consumer preference of Chinese consumers when purchasing sportswear. Second, fashion involvement and collaboration in purchasing sportswear had a significant interaction effect on consumer preference. Finally, collaboration, brand origin, and fashion involvement showed significant three-way interaction effects on Chinese consumers' preferences. Results of this study can help establish an efficient marketing strategy for Chinese local sportswear brands, which are fiercely competing with global sportswear brands in the Chinese market because they can examine Chinese consumers' attitudes toward sportswear brands. To accurately compare global and local sportswear brands, it must be assumed that there are no differences in brand preferences among consumers. However, as this study selected each brand as the research brand ranked as the top preference, this aspect was not taken into consideration. Therefore, in future research, it is necessary to consider differences in brand preferences and conduct the study accordingly.

• Fashion & Textile Research Journal
• /
• v.10 no.3
• /
• pp.281-288
• /
• 2008

The purpose of this study was to investigate how clothing interest, fashion involvement, and self-consciousness affect brand recall, brand attitude and buying intension of the product placed on TV drama. The data were collected using a self-administered and structured questionnaire on subject of 270 middle school students and 260 high school students in Pusan. Frequency analysis, $X^2$-test, t-test, and multiple regression were used to conduct the data analysis on 524 out of 530 questionnaires. Clothing interest and the level of self-consciousness had significant influence on brand recall and emotional brand attitude of the product placed on TV drama. Self-consciousness affected cognitional brand attitude. Moreover, TV drama clothing interest and fashion involvement had a significant influence on buying intension. Therefore, TV drama clothing interest was the main factor which affected brand recall, brand attitude and buying intension of the product placed on TV drama.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.22 no.7
• /
• pp.901-910
• /
• 1998

The purposes of this study were 1) to verify the theoretical model of the influential factors of brand variety seeking tendency in clothing products by identifying the relationships among optimum stimulation level, fashion leadership, fashion innovativeness, brand variety seeking attitudes and brand variety seeking behavior and 2) to identify the relationships among research variables according to clothing items(suits, jeans, casual jackets, T-shirts, panties, stocking) and the level of clothing involvement. The data was collected from 457 female college students living in Seoul and suburban areas, and was analyzed by frequency, one-way ANOVA, SNK test, multiple regression and path analyses. The results of this study were as follows: 1) There were significant effects of optimum stimulation level and fashion leadership on fashion innovativeness, significant effects of optimum stimulation level, fashion leadership and fashion innovativeness on brand variety seeking attitudes, and significant effects of brand variety seeking attitudes on brand variety seeking behavior 2) There were significant relationships among the research variables in case of suits and jeans. The relationships between variables were differed according to clothing items and the level of clothing involvement.

• Journal of Life Science
• /
• v.31 no.11
• /
• pp.1037-1045
• /
• 2021

The prevalence of obesity is increasing worldwide, and since obesity is associated with dietary factors and sedentary lifestyles, it is a disease that is readily developing in the modern population. Because obesity is accompanied by serious complications such as diabetes and cardiovascular disease, prevention and treatment are important. Currently, drugs such as liraglutide and phentermine are used to treat obesity by suppressing appetite and inducing gastrointestinal motility delay. However, various side effects may occur, including thyroid cancer, cardiovascular problems, and central nervous system disorders. Therefore, to explore an obesity treatment method with relatively few side effects, a method known as "fat browning" was introduced to change white adipose tissue into brown adipose tissue to increase energy consumption. Ongoing studies are attempting to find effective natural substances to safely induce browning. Many natural substances have been identified. The induction of browning by treatment with natural substances generally involves three mechanisms: positive control of browning-inducing factors, inhibition of differentiation into white adipose tissue, and the activation of mechanisms related to browning. In this study, we describe plant extracts with known browning-inducing effects, such as strawberry, black raspberry, cinnamomum cassia, and Ecklonia stolonifera extracts. We also summarize the underlying mechanisms of action identified thus far, including the signaling pathway mediated by these extracts to induce browning. Furthermore, the effects of brown adipose tissue generated through browning on heart disease as an endocrine organ disruptor are discussed.

• (The)Study of the Eastern Classic
• /
• no.71
• /
• pp.181-203
• /
• 2018

This study examined the structure that can explain the 'gewuzhizhi' as a medical research methodology and how to acquire knowledge from this structure. First, we derive a structure that implies the meaning of 'gewuzhizhi' shown in "Liji" and "daixue" in relation to "xueji" and "shaoyi". It is Xue- gewuzhizhi -'You(游)'. Then, we examined the purpose of the travelling Mt. Hua of Wang Lu, who was a landscape painter and medical researcher and physician and the implication of 'You' in Song Dynasty's painting theory of "Tuhua Jianwenzhi", "Linquan Gaozhi". In the course of the review, I explained the following. First, 'You' in the travelling Mt. Hua of Wang Lu and 'You' in the painting theories of Song Dynasty belongs to the structure of Xue- gewuzhizhi-'You'. Secondly, the meaning of 'gewuzhizhi' in the structure of Xue-gewuzhizhi-'You' was deepened in Song Dynasty. Third, The way in which the 'You' of the Song Dynasty's painting theory is to learn the reason of things is to observe things. Fourthly, the structure of the Xue-gewuzhizhi-'You' was practiced in the painting area in the Song Dynasty, and the field of practice was extended to the study of medicine by the landscape researcher who followed the painting theory of Song Dynasty. Fifth, through the assertion of Wang Lu's 'I take Mt. Hua as my teacher[師]', Wang Lu finds that the source of the recognition lies in nature(Mt. Hua). Through the above, 'gewuzhizhi' shown in "Liji" and "dai xue" is involved in the theory of cultivation and epistemology, and the structure of xue-gewuzhizhi- 'You' involved in epistemology and the method of recognition is found in observation. Through these investigations, I understood logically 'gewuzhizhi' as a method of medical research.