• The Research Journal of the Costume Culture
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• v.15 no.4
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• pp.551-568
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• 2007

The purposes of this study were to identify factors of dissatisfaction and complaining behavior in internet fashion shopping mall, and to investigate constructs of service recovery for solution to this problems. Data were obtained from 201(male: 87, female: 114) internet fashion shopping mall consumer who have experiences of dissatisfaction and complaining behavior after buying products, and were analyzed using by descriptive analysis, factor analysis, Cronbach' $\alpha$, t-test. The results were as follows. First, the most response(80.4% of reponses) was experience to dissatisfaction through internet fashion shopping mall, and the most dissatisfied items were blouse, sweater, T-shirt in upper garment. Also, in men's case, the most satisfied price zone was not exceeding $30,000{\sim}50,000\;won$ and in women's case, it was not exceeding $20,000{\sim}30,000\;won$. Second, 7 factors of dissatisfaction(called quality, payment, delivery, price, interaction, returning/changing/refunding, contract) were identified after purchasing fashion products from internet shopping mall. 3 factors of complaining behavior(called private action, legal action, remedial seeking action) were investigated. Third, constructs of perceived service recovery were extracted from literature review: perceived interaction and justice. Perceived interaction were categorized into two factors: the interaction on the part of the consumer, the interaction in the part of the shopping mall. And perceived justice were categorized into three factors: interactional justice, distributive justice, procedural justice. Usually, university students were likely to take a serious view of service recovery through interaction and justice with internet fashion shopping mall.

• Journal of the Korea Fashion and Costume Design Association
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• v.8 no.1
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• pp.137-144
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• 2006

Though old generation criticizes on costume play that it is accepted by young generation without any criticism, it is gaining popularity and is settled with unique Korean characteristics. The study is to understand the characteristics of costume play and investigate on the attitude of costume players enjoying it. For this study, a survey was conducted on costume players who order tailor-made costumes or rent them by using references, existing papers and internet sites. The results are as follows. 1.37% of costume players live in Seoul and Gyeonggi area, 37% in Gyeongsang-do and Busan with 21% in other areas. Two areas shows higher rate than any other regions, as Seoul Comic and Busan Comic are held regularly and there are faster exchange with Japanese culture in these areas with enough money 2. Among costume players, female accounts for 73.7% with 26.3% male. It shows that female likes costume play more than male. It is because woman responds actively to what she likes than man does. The number of male is steadily increasing. By age, high school student is 40%, middle school student is 36%, older than 20 is 16% with 3% of elementary school student. 3.61% of them like the reproduction of character costumes, 14.7% like Pancos and another 14.7% likethe reproduction of character costumes and creation. 69.5% participates in costume play both in groups and individuals, 26.3% in groups and 4.2% in individuals. 45.3% participates in comic more than 8 times in a yew, 43.2%, 1-2 times and 11.6%, 3-4 times. Mostly they want $50,000{\sim}80,000$ won costume. 4. on the criticism of old generation that costume play is nothing but the imitation of Japanese culture, 87.4% of the respondents answered 'absolutely not' They think costume play is one of their favorite cultures. 5. on the parents response to costumeplay, 87% of the respondents answered 'Ethey understand', 13% said 'they cannot understand and dissent'. The respondents said costume play didn't affect their school records with 25% respondents who said they got better grades.

• Archives of design research
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• v.19 no.2 s.64
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• pp.53-62
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• 2006

E-mail has indeed developed from 'a means of instant communication' to an indispensable part of online marketing. Therefore, companies need to implement consistent customer management. Communication with customers and marketing through e-mail is a powerful way of communication and adapting one-to-one marketing strategies to customer trends, habits and taste preferences. Since setting accurate targets is especially important in the fashion industry, e-mail marketing is the most effective way to communicate with customers and one-to-one marketing constitutes a very important strategy. In this study, I will analyze this powerful one-on-one marketing tool, particularly actual e-mail messages sent by an Internet Shopping Mall from June 12 to July 30, 2005, examine the effect of these messages on sales growth and analyze actual feedback received. Regarding e-mail read rates broken down by age and gender, 1 found that females in their late twenties recorded the highest rate at 21.66% and their contribution to sales growth was recorded at 3.5% From actual sales records, found that 28.10% of total sales were attributable to people in their late twenties, showing that the age group that reads e-mails the most also buys the most. Regarding feedback by e-mail title, e-mails from the 'Casual' category seemed to be the most effective, in that most of these e-mails were read. Also, messages sent on Tuesdays were read the most, according to the feedback analysis by weekday. Section e-mails were read more often than regular e-mails. Regarding the view rate according to the time e-mails were sent, messages sent to females in their late twenties at two o'clock in the afternoon were read by 20.93% of recipients, recording the highest read rate. By offering informative content and practical tips, visitors will be attracted to the site and generate site traffic. Therefore, we can conclude that sending e-mail messages can greatly contribute to sales growth and e-mail marketing is very effective. Also, in order to make e-mail campaigns more effective and improve marketing results, we need to analyze actual results and apply our findings in future e-mail campaigns. With this, we get successful marketing results.

• Journal of Fashion Business
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• v.5 no.3
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• pp.19-34
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• 2001

The purpose of this study was to investigate the differences of the general characteristics of subjects, the utilizing realities and the degree of satisfaction in the shopping mall and purchasing intention between group I that specializes in fashion design and group II that doesn't specialize in it. The results are summarized as the following six aspects. First, as a result of the general characteristics of subjects and the utilizing realities, the most different variables were the visiting frequency and the goods purchasing frequency. The result indicated that group II took more interests than group I. Second, as a result of the degree of satisfaction according to the factors of the general characteristics of subjects and the utilizing realities in the shopping mall, both group I and group II showed high degree of satisfaction in factor 1 (variety of event) whereas both groups showed relatively low degree of satisfaction in factor 3 (variety of goods). Third, as a result of the degree of satisfaction according to the general characteristics of subjects and the utilizing realities, group I showed significant differences in the degree of satisfaction according to a monthly allowance of pocket money and goods purchasing frequency and group II showed significant differences in the degree of satisfaction according to grade, the utilizing reason, goods purchasing frequency. Fourth, as a result of purchasing intention of fashion goods according to the general characteristics of subjects and the utilizing realities, group I showed the higher purchasing intention of fashion goods in group that the terms of payment was on-line payment than group that they was credit card. On the other hand, group II showed a significant difference in grade, which showed that group that was above third grade had the higher purchasing intention of fashion goods than group that was under third grade. Fifth, as a result of purchasing intention of fashion goods according to the degree of satisfaction, group I showed significant differences in factor 1 and factor 3 among the degree of satisfaction. In other words, group that had high degree of satisfaction in factor 1 showed the higher purchasing intention of fashion goods than other groups and group that had medium degree of satisfaction in factor 3 showed the higher purchasing intention of fashion goods than other groups. In group II, on the other hands, group that had high total degree of satisfaction showed the higher purchasing intention of fashion goods than other groups. Sixth, as a result of relative influencing power of independent variable with respect to purchasing intention of fashion goods in group I, the higher degree of satisfaction in factor 1 and the lower degree of satisfaction in factor 3 showed, the higher purchasing intention of fashion goods showed. As a result of relative influencing power of independent variable in group II, however, the higher grade and the higher degree of satisfaction in factor 1 showed, the higher purchasing intention of fashion goods showed.