• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.3
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• pp.438-451
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• 2018

This study analyzed differences in awareness, attitude, and purchase intention for multi-brand stores among fashion lifestyle groups. A questionnaire survey was conducted between September 12th and September 30th 2016 with women in their 20s to 40s living in the Seoul metropolitan area, Busan, Gyeongnam area, Daegu, and Gyeongbuk area. Data were collected from 417 women and analyzed using factor analysis, cluster analysis, analysis of variance and a Duncan test. The results of this study are summarized as follows. First, the result of factor analysis showed that fashion lifestyle was divided into five factors such as individuality orientation, practicality orientation, conspicuous orientation, fashion orientation, and economic orientation. The respondents were classified into economic pursuit group, individuality seeking group, active fashion seeking group and practicality seeking group according to fashion lifestyle factors. Second, there were significant differences in awareness, attitude, and purchase intention of multi-brand stores among fashion lifestyle groups. Fashion seeking group was more aware of, had a positive attitude toward, and purchased more fashion products in multi-brand stores than other groups.

• The Research Journal of the Costume Culture
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• v.31 no.4
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• pp.452-466
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• 2023

This study focused on how retail tech promotes differentiated customer experiences in offline fashion stores. The purpose of this study is to determine the effects of the characteristics of fashion retail tech stores on consumers' flow and satisfaction. We surveyed Koreans aged 10 to 50 who had experienced offline fashion retail tech stores. The survey was conducted from April 28, 2023, to May 21, 2023. The total number of survey respondents was 200. The quantitative data collected through questionnaires was analyzed using SPSS 25.0. To reveal the effects of fashion retail tech store characteristics on consumer's flow and satisfaction, frequency analysis, we conducted frequency analysis, factor analysis, reliability analysis, correlation analysis, and regression analysis. The results of this study, figured out that fashion retail tech store's characteristics, including playfulness, efficiency, interaction, and information provision, have a significant impact on behavior flow, emotional flow, and satisfaction. As a result of analyzing the influence of consumers' flow led to satisfaction, it was confirmed that emotional flow positively influenced satisfaction, but behavioral flow had no meaningful effect on satisfaction. The results of our study can be used to make a successful marketing strategy and can serve as foundational data for consumer research on retail-tech-applied offline fashion stores.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.2
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• pp.294-306
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• 2015

This study investigated how the travel motivation of Korean overseas tourists influenced shopping behavior. We first identified factors of the travel motivation and then categorized types and attributes of shopping products and shopping stores. We then examined the relationship between the travel motivation and shopping products and shopping channels. A questionnaire method was applied for this survey, while factor analysis and regression analysis were used to analyze data. The results are listed below. First, nature & leisure, rest, family, pleasure, hobby & fitness, and discovery were identified as 6 factors of travel motivation. Second, shopping products of overseas tourists were categorized into three types: fashion & luxury, daily goods, and memento. There were four attributes of products, namely, design, utility, economy, and prestige. Major types of shopping stores were souvenir shops, fashion channels and local markets; the shopping store attributes identified were location & salesperson, assortment & atmosphere, and display. Third, overseas tourists' motivation was shown to influence the selection of product types and attributes. Those who traveled for rest, family, pleasure, hobby & fitness orientation were inclined to purchase fashion & luxury goods, and daily goods; however, those who traveled for rest and hobby & fitness orientation also tended to buy memento. The effect of the travel motivation was shown to be different according to product attributes. Fourth, tourists' motivation was shown to affect store type selection and attributes. Those whose traveled for rest, family, pleasure, hobby & fitness preferred souvenir shops while those seeking nature & leisure and pleasure tended to visit fashion channels and local markets more often. Travelers seeking nature & leisure and discovery cared for all three store attributes while family oriented and pleasure seeking tourists considered shopping store location, salesperson and display attributes as important.

• Information Systems Review
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• v.19 no.2
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• pp.71-94
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• 2017

Recommender systems reduce information overload and enhance choice quality. This technology is used in many services and industry. Previous studies did not consider recommendation quantity and the repetitive recommendations of an item. This study is the first to examine recommender systems by considering recommendation quantity and repetitive recommendations. Only a limited number of items are displayed in offline stores because of their physical limitations. Determining the type and number of items that will be displayed is an important consideration. In this study, I suggest the use of a user-based recommender system that can recommend the most appropriate items for each store. This model is evaluated by MAE, Precision, Recall, and F1 measure, and shows higher performance than the baseline model. I also suggest a new performance evaluation measure that includes Quantity Precision, Quantity Recall, and Quantity F1 measure. This measure considers the penalty for short or excess recommendation quantity. Novelty is defined as the proportion of items in a recommendation list that consumers may not experience. I evaluate the new revenue creation effect of the suggested model using this novelty measure. Previous research focused on recommendations for customer online, but I expand the recommender system to cover stores offline.

• Science of Emotion and Sensibility
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• v.7 no.2
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• pp.149-155
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• 2004

This research focus on analyzing the quality of clothing product in view of consumer's sensibility trend with a emphasis on measuring objective quality of pruduct. The fuzzy logic-based multi attribute model has been developed in order to evaluate the quality of clothing product. The overall quality of a clothing products can be divided into two distinct terms, product quality and brand value. Those two values are further analyzed with a relation to human sensibility.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.3
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• pp.89-101
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• 2020

The purpose of this study is to examine how the variables of managerial competencies, namely transformational leadership, internal marketing, and structural influences, affect managerial performance through job satisfaction and customer orientation, by focusing on managers of clothing stores. Furthermore, the study aims to draw implications in connection with academic or practical start-ups that can improve management performance. Through examples of transformational leadership, internal marketing, and management performance of the previous study, the significance of the study is further stressed. Also, based on the previous study, this study empirically analyzes what results can be expected, focusing on managers of retail clothing stores, department stores, franchise stores, etc. In this study, we conduct an empirical analysis of 305 managers of retail clothing stores, department stores, franchise stores, etc. Because the results of the empirical analysis are from experiments at clothing stores first, it is found that managers' transformational leadership must go through a mediating effect process, which is job satisfaction for management performance. Second, it is found that transformational leadership must also go through a mediating effect process, which is customer orientation for management performance. Third, it is found that internal marketing must also go through a mediating effect process, which is job satisfaction for management performance. Therefore, as the researcher sought to verify, there is a complete mediating effect in retail clothing stores, department stores, franchise stores, etc., and it is confirmed that its role is significant. A study on whether or not entrepreneurship, as a control variable, affects business performance is conducted to find the statistical values that can be determine management performance when managers of retail clothing stores, department stores, and franchise stores answer entrepreneurial surveys with education- and knowledge-intensive backgrounds. As a result, with the statistical figures, it is confirmed that the managers are striving to improve their management performance based on their education- and knowledge-intensive backgrounds. Based on the research results, this study tried to test the parameters that can improve the management performance through empirical analysis centering on managers, Furthermore, the study attempted to draw implications for academic, practical, and start-ups that can improve management performance.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.6
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• pp.885-898
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• 2015

This study develops scales to measure clothing consumption values for Korean male consumers. This study conducted qualitative and quantitative research to explore a new clothing consumption value among males as well as investigate empirically the measurement of clothing consumption values. In-depth interviews and focus group interviews were collected for qualitative research on 20 Korean men in their 20s-40s who had experience with 2 types of stores in Korean men's fashion. An analysis of qualitative data based on grounded theory approaches identified 6 factors and 15 items. For the empirical research, the questionnaire which consist of 9 factors and 46 items were developed by the results of grounded theory approaches and prior studies. Final measurement scales were based on 651 data used in exploratory factor analysis (EFA) and a confirmatory factor analysis (CFA). All subjects were in their 20s-40s. The result from CFA suggested 4 factors and 18 items with showing acceptable construct validity and discriminant validity. Therefore, this study confirmed that clothing consumption value for Korean male consumer consist of ostentatious and brand value, epistemic and possession value, conditional value, and reasonable value. These constructs will provide critical insight in understanding and segmenting Korean male consumers.

• The Research Journal of the Costume Culture
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• v.26 no.6
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• pp.1015-1027
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• 2018

In the retail environment where online-shopping malls are growing, offline store are find it difficult to survive simply by selling their products. As a result, offline retailers are trying to find unique services that are appealing to their customers. In such a market environment, marketing strategies that stimulate the five senses other than the sight can be an alternative. Therefore, this research is aimed at observing the effect of the senses on emotion and purchase intention in a fashion retail context. A two by two experimental design (existence vs non-existence of scent x existence vs. nonexistence of eating chocolate) between subjects was used. A total of 120 participants were randomly assigned to the four situations, and they were asked to complete the questionnaires about emotion and purchase intention. The survey data were statistically analyzed using SPSS 23.0, and results are as follows. After a two-way ANOVA, we observed a statistically significant effect of the scent service on pleasure and purchase intention the sweet offering service on purchase intention. Moreover, when scents service and sweet offering service were provided at the same time, the highest purchase intention was obtained among other services. In addition, we studied the effects of emotions on purchase intentions, and the pleasant emotions resulting from the services have a positive effect of on purchase intentions.

• Fashion & Textile Research Journal
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• v.24 no.4
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• pp.431-442
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• 2022

Despite the rapid reorganization of the center of consumption online, the fashion industry is still strengthening brand marketing using offline stores. This study investigates the psychological mechanisms of shopping flow by three mediators that influence the e-word of mouth(e-WOM) as a marketing performance variable in recent marketing. Data collection was conducted online for 241 women in their 20s and 30s. The significance of multi-mediated pathways was verified using Process 3.5 Model 6. The results for multiple mediation paths are as follows. First, the direct effect of shopping flow on brand advocacy was not significant. Second, analysis of the significance of the indirect effect via simple mediation found that the path mediated by shopping value in the path from the shopping flow to brand advocacy was significant. Third, analysis of the indirect effect by double mediation revealed all three double mediating effects of shopping flow on brand advocacy were significant(emotional response and shopping value, emotional response and store attachment, shopping value and store attachment). Fourth, analysis of the significance of the indirect effect by sequential multiple mediation established the indirect effect leading to emotional response, shopping value, and store attachment was significant. These results indicate that the operation of an experiential fashion store is not just a means for sales, but a communication tool that improves and promotes the brand advocacy by providing brand experience in a store.

• Journal of Fashion Business
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• v.27 no.1
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• pp.50-60
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• 2023

The purpose of this study was to understand the factors with consumers' fashion experiential store experiences and investigate the effect on flow and brand attitude. The study also aimed to investigate whether gender moderated the relationship between consumers' fashion experiential store experiences and flow. An online survey of consumers in their 20s and 40s was conducted. The SPSS 27.0 program was used to perform frequency, factor, and reliability analysis. The structural equation model was analyzed using the SMART-PLS program. The structural model analysis confirmed that consumers' rational, physical, and relational experiences in fashion brand experiential stores strongly influenced flow and found that relational experience had the strongest influence on flow. The influence of rational, physical, and relational experiences and flow on brand attitude was confirmed, where flow had the strongest effect on brand attitude. The examination of the moderating effect of gender on the relationship between consumers' fashion experiential store experiences and flow found that the effect in men was significant for flow and brand attitude through rational experience and that the effect in women was significant for flow and brand attitude through relational experience. These results provide academic implications, and by strengthening consumer flow, we intend to propose the establishment of a marketing strategy and opportunity plan that can elicit a positive brand attitude.