• 한국엔터테인먼트산업학회논문지
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• 제13권8호
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• pp.93-106
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• 2019

이 연구는 호텔 브랜드자산이 마케팅 성과 변수로서의 기업신뢰와 고객시민행동에 미치는 영향을 분석하였다. 이를 위해 호텔 브랜드자산이 기업신뢰에 미치는 영향을, 호텔 브랜드자산이 고객시민행동에 미치는 영향을, 기업신뢰가 고객시민행동에 미치는 영향을 다중회귀 분석하였다. 호텔 브랜드자산은 지각된 품질, 브랜드 이미지와 브랜드 인지도를, 기업신뢰는 신용도와 전문성을, 고객시민행동은 고객애호도와 고객협조를 하위요소로 구성하였다. 분석 결과, 호텔 브랜드자산 중 지각된 품질은 기업신뢰와 고객시민행동에 긍정적인 영향을 미치며, 브랜드 자산 관리에 있어 고객의 호텔 서비스 품질 지각 수준이 기업신뢰와 고객시민행동이라는 마케팅 성과에 매우 중요한 요소임을 입증하였다. 브랜드 이미지는 기업 신뢰 중 전문성에만 긍정적 영향을 미쳐 기업신뢰에 부분적 영향을 미치는 것으로 나타난 반면, 고객시민 행동의 고객애호도와 고객협조에는 모두 긍정적 영향을 미치고 있다. 브랜드 인지도는 기업신뢰의 신용도와 전문성 모두에 긍정적 영향을 미치는 데 비하여, 고객시민행동의 고객애호도와 고객협조 모두에 영향을 미치지 않았다. 기업신뢰 중 기업신용도는 고객애호도와 고객협조 모두에 긍정적 영향이 있음을, 기업전문성은 고객협조에만 유의한 영향을 보였다.

• 복식문화연구
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• 제21권6호
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• pp.907-920
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• 2013

The purpose of this study was to examine interactive effect of wedding makeup, head dress, and perceiver's culture on bride's image perception. Image analysis was carried out by 10 photos which was designed for brides in their twenties with different makeup and head dress. Subjects were female university students in Seoul, Korea and 100 black female university students in Delaware, U.S. The result of study was as follows. Image perception by bride's makeup and head dress was classified as five dimensions: 'distinctive', 'tidy', 'elegant', 'soft', and 'beautiful'. There was a significant difference in image perception from culture and head dress. The result of interactive effect due to culture and makeup showed that Korean students perceived pink makeup as close to more elegant image, and American students felt orange makeup. We can know through above contents that there was significant difference in image perception by makeup and head dress between Korean and American students. Also, American students in general evaluated the photos (stimulus) presented positively compared to Korean students. This can be interpreted as a meaning that the degree to perceive each photos of American students was lower than Korean students.

• 대한가정학회지
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• 제46권7호
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• pp.59-69
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• 2008

The purpose of this research was to investigate the effect of appearance perception on sportswear benefits sought, evaluative criteria, and sportswear image preferences. The subjects were 530 female sportswear consumers who were residents in Seoul. The data were analyzed by factor analysis, multiple regression, ANOVA, and Duncan test. The results showed that there were two appearance perception factors: appearance interest and weight interest. Sportswear benefits sought had five factors of ideal figure/sex appeal, status ostentation, individuality/fashion, comfort, and youth-orientation. Sportswear evaluative criteria consisted of function, brand/fashion, and design factors. Sportswear image preferences had four factors: innovative, luxurious, simple, and active. Statistical analyses showed that there were significant effects of appearance perception on sportswear benefits sought, evaluative criteria, and sportswear image preferences. For example, the consumers who were interested in their appearances sought the benefits of ideal figure/sex appeal, status ostentation, individual/fashion in sportswear. Also, they considered brand/fashion and design as important criteria and preferred innovative and luxurious sportswear images.

• 복식
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• 제64권4호
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• pp.150-161
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• 2014

The purpose of this study was to examine the differences in image perception, and to investigate the differences in age and income inferences according to the wearing of accessories with black dress. A quasi-experimental method was used for this study. The experimental design was a $2{\times}3{\times}3$(necklace${\times}$earrings${\times}$corsage) factorial design. The subjects were 610 female college students residing in Seoul. The model in the stimulus photographs was a woman with straight long hair. She wore a black one-piece dress with round neckline and short sleeves. The findings indicated that the wearing of a necklace enhanced individuality, attractiveness, and cuteness in women. Professionalism and individuality were heightened when she wore an earring. The red corsage enhanced individuality, but it had a negative effect in professionalism. As for the effect on interaction, attractiveness was more highly perceived when both necklace and large earrings were worn without a corsage. The absence of both necklace and earrings led to a low perception of professionalism, attractiveness, and individuality. The wearing of a necklace was more strongly linked to older age and high income than not wearing it, and it was perceived as more youthful if earrings were not worn. As for interactions, the wearing of small earrings and a red corsage was linked to the oldest age.

• 한국의상디자인학회지
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• 제7권2호
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• pp.39-50
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• 2005

The purpose of this research was to investigate the impression dimension and to elucidate the image perception depending on the tone of the Korean jacket and Korean skirt using the tone-on-tone coloration. As stimulators, the became same color by making the skirt and jacket red, yellow, and green at the same time. After the skirt and jacket became four kinds of tones, vivid, light, dull, and dark by altering value and fuing chroma in the assembled color, these tone-on-tone coloration stimulators $48(3\times4\times4)$ were used for the investigation of this study. Impression factor of the stimulus consisted of the 5 different dimensions(youthfulness and activity, attractiveness, gracefulness, concentration of attention, tenderness). Among these factors, youthfulness and activity, attractiveness were proved to be more important. In the tone-on-tone coloration of a Korean skirt and a Korean jacket, each dimensional image was affected by the character of color, also the evaluation of countenance showed the meaningful difference depending on tone. Thus, we can comprehend that the influence of tone as well as color affects the evaluation of an image.

• 대한가정학회지
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• 제47권2호
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• pp.97-110
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• 2009

The purpose of this study was to exam the effects of sociocultural attitude toward appearance on perceptual attitudinal body images and clothing behaviors. The research method was survey and the subjects were 447 male and female adolescents in Daejeon. The questionnaire consisted of 4 measuring instruments; sociocultural attitude toward appearance, perceptual and attitudinal body images, clothing behaviors, and subject’s demographic attributions. The data were analyzed by Cronbach's $\alpah$, x$^2$ test, t-test, factor analysis, cluster analysis, using SPSS program. The results were as follows. Adolescents had relatively high level recognition and internalization of sociocultural value toward appearance, and they perceived very thin body type as ideal body and had high interest of their appearance and weight. Sociocultural attitude toward appearance had important effects on adolescents' perceptual and attitudinal body images and clothing behaviors. The adolescents who are receptive to sociocultural value toward appearance had the tendency to distort their body as fat, showed high interest of their appearance and weight, and also showed high clothing interest & psychological dependency, clothing ostentation, and clothing conformity, but low clothing comfort than those who are not receptive to sociocultural value toward appearance.

• 복식
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• 제60권6호
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• pp.37-47
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• 2010

The purpose of this study was to investigate the effect of perceiver's gender, interval and color of checked pattern on clothing image. The experimental materials developed for this study were a set of stimulus and response scales. The stimuli were 16 color pictures, in which the perceiver's gender, interval(0.5cm, 1.5cm, 3.5cm, 5.5cm), and color(red, yellow, blue, purple) were manipulated. The 7-point scale was used for evaluation of clothing image. Data were obtained from 192 male college students and 192 female college students living in Seoul, Gwangju, Jinju, and Masan on December 2009. For data analysis, ANOVA and Duncan-test were used by using SPSS program. Results of this study were as follows.; Clothing image according to interval and color of checked pattern consisted of five dimensions of attractiveness, appeal, warmness, modesty, and freshness. Perceiver's gender showed an independent effect on appeal, modesty, and freshness. Interval showed an independent effect on appeal, warmness, modesty, and freshness. Also, interaction effects of Perceiver's gender and interval on appeal and freshness were found. Interaction effects of Perceiver's gender and color on appeal were found.

• 한국의류학회지
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• 제22권8호
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• pp.1052-1059
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• 1998

The purposes of the study were to analyse the colors and, color combinations effect on the image perception using gestalt theory. The research method was a quasi-experimental with a between subjects design. The experimental materials developed for the study were a set of stimuli and a response scale. The stimuli was consisted of 17 drawings of females wearing Korean traditional dress, by using CAD simulation. A response scale consisted of semantic differential scales. The subjects were 1138 undergraduate students of Taejon city, Chungnam province and Chungbuk province. Their responses to the semantic differential scales were analyzed using factor analysis, ANOVA, Duncans multiple range test. Results were as follows; 1) The colors effect of blouse was significantly greater than the effect of skirt, and no interaction effect was found between blouse colors and skirt colors. 2) In bi-color combination dress set, the combined image of the two colors were compared to the image of the two mono color sets: No single principle was found, however, salient color (such as yellow) and unattractive color (such as green) seemed to act as central trait colors on the image perception. On conclusion the visual image of Korean traditional dress wearer was affected by central trait colors in bi-color combination, and this results support the gestalt theory with central traits.

• 복식문화연구
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• 제13권1호
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• pp.75-86
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• 2005

The objectives of this study were to investigate differences between image perceptions according to gender, place of residence, and fashion trend; and to examine how the image of preferred clothing was evaluated in each given area of fashion trend. Subjects were 386 schoolchildren (boys:196, girls:190) in Seoul, Daejeon, and Jinju, Korea. Based on a quasi-experiment study, a survey was conducted with a questionnaire providing different clothing images of fashion trend. Stimuli were 5 colored photo pictures of a girl wearing clothing according to fashion trend. The clothing used in the study met requirements of 2004 S/S trend of children's clothing. The high valued clothing sold in three target places were used. There was a significant difference in image perceptions between two sexes. Girls showed more positive attitude in image perceptions toward fashionable clothing in most areas than boys. Children from smaller towns evaluated the model clothing more fashionable. Schoolchildren preferred sporty clothing to the other fashionable clothing. In view of trend, romantic clothing normally viewed less dynamic were evaluated preferable clothing when children viewed the clothing active. Sports-wears were considered fashionable when they viewed the clothing neat and vigorous.

• 복식문화연구
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• 제16권6호
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• pp.979-991
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• 2008

The purpose of this study is to identify the determinants of store loyalty for the Internet fashion shopping malls. As determinants, this study included self-image, perceived risk, and conformity. This study hypothesized that positive self-image influences the Internet fashion shopping mall loyalty through perceived risk and conformity. Regarding the relationship between perceived risk and conformity, this study hypothesized that perceived risk positively influences conformity. Using convenience sampling method, data were gathered by surveying university students living in Seoul. Two hundred forty four questionnaires were used in the statistical analysis, and factor analysis and path analysis were conducted using structural equation modeling in analyzing data. The results showed that positive self-image significantly influenced the internet fashion shopping mall loyalty indirectly by influencing perceived risk. The results also showed that perceived risk positively influenced conformity which positively influenced the internet fashion shopping mall loyalty.