• Journal of Fashion Business
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• v.6 no.5
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• pp.27-40
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• 2002

The purpose of this thesis is presenting desirable design of uniform which could reflect high school girls' demands with the researches on their consciousness of fashion and actual state of uniforms. Methods to accomplish this research include first, examinationson characteristics of high school girls and their consciousness of fashion with relevant articles, second, interviews with designers from major domestic uniform brands - ELITE, IVY, SMART - and third, analysis on related internet sites. Practical researches are followed by design analysis and proposal of improvement on high school girls' uniform, accompanied by collection of photographs from field studies, major uniform brands' shops and uniform related internet sites. Korean high school girls in the digital era are able to express themselves in each different fashion with own individuality, preference or intention, as they are particularly interested in clothes or their appearances. Their consciousness of fashion became visible in a shape of negative attitude and dissatisfaction with uniforms due to its out-of-date design, lack of features and inconvenience in action. Besides more than half of high school girls already experienced reforming it for better looks. As a result of current analysis on references of uniform designs, various levels of refinement were noticed even in uniform of similar details, design, fabric textile and color due to differences on size & length of jacket collar, dart, cutting line, size of details, decorative line, easiness in fit, length of clothes, and etc. To provide students of more refined and desired designs which reflect their demands, current uniforms are to begin acquiring delicate changes with present vogue and feature such as size of details, silhouette, cutting line, decorative line and etc. In addition newly designed uniforms are to present desirable design with image of refinement and neat as they actively comprehend students' needs within its symbolic, functional, economic and aesthetic characteristics by nature.

• Journal of Korea Multimedia Society
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• v.24 no.10
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• pp.1449-1460
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• 2021

The visual design elements of packaging play an vital role in attracting consumers' attention, forming their sense of pleasure and sensory expectations, as well as having an important impact on the actual product experience. This study aims to explore whether the colors and textures in the packaging design elements of canned beer will affect consumers' senses, judgments and taste perception of canned beer. Participants in Survey I (N=193) evaluated their expectations for beer freshness, softness, bitterness and alcohol content by observing the packaging of canned beer, then recorded whether they could get the expected experience when tasting beer, and evaluated their preference and purchase intention. In the Survey II, 4 kind of colors and 2 types of texture shapes were applied, and all participants were provided with the same beer for multivariate cross contract analysis to evaluate the specific impact of color and texture of packaging design elements on consumers' taste and the interaction between sensory judgment and taste perception.The results showed that both colors and textures had a significant affect on the sensory expectation (pre-tasting score) of canned beer, but their effects on the sensory score after tasting (actual perception)were inobvious. The analysis of the influence of the interaction between color, texture and shape on taste perception shows that when the expected packaging appearance perception is similar to the actual drinking perception (i.e., straight line and B/G or arc line and Y/R), it is more likely to obtain consumers' favor and higher purchase intention evaluation than the inconsistent canned beer packaging (i.e., straight line and Y/R and arc line and B/G). This paper discusses the influence of these results on the packaging design of canned beer and the possibility of improving the brand efficiency by meeting the visual elements of packaging design expected by consumers.

• Journal of Fashion Business
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• v.23 no.2
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• pp.110-123
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• 2019

This study aims to investigate the color characteristics of female fitnesswear by analyzing the status of color usage and color arrangement method of each item of female fitnesswear of sports brands. This study targeted eight global total sportswear brands. A total of 2956 colors of female sportswear were collected and analyzed from the homepage of each brand. As a result of analyzing the color of fitnesswear, first, the overall color of the fitnesswear showed high distribution centered on PB, Bk and R of low color tone, such as p and dkg. Moreover, bright tone colors were added for vitality and functional image of sports. Second, as a result of analyzing the color of each item, commonly, the PB, Bk and R had large proportions. Third, as a result of analyzing 2-color arrangements of fitnesswear, color arrangements including achromatic color had overwhelmingly higher frequency than color arrangements that had only chromatic colors. This shows that the color arrangement using achromatic color is important and has a higher preference. Fourth, as a result of extracting the representative color arrangement as color chip and comparing, the 2-color arrangement of female fitnesswear had the characteristics of the color arrangement of large area main color and small amounts of emphasized color centered on achromatic colors of Bk and W. This study is meaningful that it can be utilized as basic data for color planning of fitnesswear brands by subdividing female fitnesswear into 4 items and analyzing the color-tone and arrangement.

• Design Convergence Study
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• v.18 no.1
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• pp.49-60
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• 2019

While one person household and nuclear family have been increasing, supermarkets began to launch home meal replacement(HMR) promotion. Each brand competes over various types of HMR such as box lunch. In particular, the sales of HMR have been increasing due to one-person households. Experts predicted HMR market will be increased in the future as well. This study presents design evaluation with regards to HMR package design for elders. The methods of this study are: First, research literature review on senior society and analyse the design for both domestic and foreign HMR products. Second, survey on product design for evaluation was conducted. Third, user's evaluation survey was conducted on elders. As a result, containers mostly came in cup or box shaped package designs. The package provided both still and illustration image of food. The HMR design for elders are recommended as follows: first, HMR should be service designed for users. Second, the design should be for elders as well. Third, the design should be empathetic and abundant. For user-interface, the packaging material shall not be slippery and the shape of grip should be considered thoroughly for the elder's design.

• The Journal of the Korea Contents Association
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• v.22 no.9
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• pp.1-18
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• 2022

This study critically analyzed the user experience (UX) of mobile applications, focusing on the advertising platforms of mobile applications for culture and arts content. This study aims to examine the direction for growth of the related mobile applications and propose alternative approaches to improve usability. In this study, a mobile app named 'Moviepre' was selected, and a heuristic evaluation was performed for in-depth exploration. For the selected case, the UX Honeycomb model was reconstructed to analyze useful, usable, desirable, findable, accessible, and credible elements of the case. First, since the users' preference for the price factor did not show a significant correlation with the usefulness of the content and the interface, it is necessary to make sure that the mobile application has unique values to gain a competitive advantage in the market. Second, by adopting customer path stages for analysis, the result indicated that users continuously interact with the service from the first moment they are aware of the mobile application. Third, if the user feels uncomfortable, it is likely that these factors hinder the establishment of a long-term relationship between the users and the mobile application. Finally, brand identity should be clearly established, and brand image strategy needs to be developed to satisfy users' expectations that high-quality culture and arts content will be available through the mobile application.

• Asia Marketing Journal
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• v.14 no.2
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• pp.157-176
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• 2012

Brand switching data frequently used in market structure analysis is adequate to analyze non- durable goods, because it can capture competition between specific two brands. But brand switching data sometimes can not be used to analyze goods like automobiles having long term duration because one of main assumptions that consumer preference toward brand attributes is not changed against time can be violated. Therefore a new type of data which can precisely capture competition among durable goods is needed. Another problem of using brand switching data collected from actual purchase behavior is short of explanation why consumers consider different set of brands. Considering above problems, main purpose of this study is to analyze market structure for durable goods with consideration set. The author uses exploratory approach and latent class clustering to identify market structure based on heterogeneous consideration set among consumers. Then the relationship between some factors and consideration set formation is analyzed. Some benefits and two demographic variables - age and income - are selected as factors based on consumer behavior theory. The author analyzed USA automotive market with top 11 brands using exploratory approach and latent class clustering. 2,500 respondents are randomly selected from the total sample and used for analysis. Six models concerning market structure are established to test. Model 1 means non-structured market and model 6 means market structure composed of six sub-markets. It is exploratory approach because any hypothetical market structure is not defined. The result showed that model 1 is insufficient to fit data. It implies that USA automotive market is a structured market. Model 3 with three market structures is significant and identified as the optimal market structure in USA automotive market. Three sub markets are named as USA brands, Asian Brands, and European Brands. And it implies that country of origin effect may exist in USA automotive market. Comparison between modal classification by derived market structures and probabilistic classification by research model was conducted to test how model 3 can correctly classify respondents. The model classify 97% of respondents exactly. The result of this study is different from those of previous research. Previous research used confirmatory approach. Car type and price were chosen as criteria for market structuring and car type-price structure was revealed as the optimal structure for USA automotive market. But this research used exploratory approach without hypothetical market structures. It is not concluded yet which approach is superior. For confirmatory approach, hypothetical market structures should be established exhaustively, because the optimal market structure is selected among hypothetical structures. On the other hand, exploratory approach has a potential problem that validity for derived optimal market structure is somewhat difficult to verify. There also exist market boundary difference between this research and previous research. While previous research analyzed seven car brands, this research analyzed eleven car brands. Both researches seemed to represent entire car market, because cumulative market shares for analyzed brands exceeds 50%. But market boundary difference might affect the different results. Though both researches showed different results, it is obvious that country of origin effect among brands should be considered as important criteria to analyze USA automotive market structure. This research tried to explain heterogeneity of consideration sets among consumers using benefits and two demographic factors, sex and income. Benefit works as a key variable for consumer decision process, and also works as an important criterion in market segmentation. Three factors - trust/safety, image/fun to drive, and economy - are identified among nine benefit related measure. Then the relationship between market structures and independent variables is analyzed using multinomial regression. Independent variables are three benefit factors and two demographic factors. The result showed that all independent variables can be used to explain why there exist different market structures in USA automotive market. For example, a male consumer who perceives all benefits important and has lower income tends to consider domestic brands more than European brands. And the result also showed benefits, sex, and income have an effect to consideration set formation. Though it is generally perceived that a consumer who has higher income is likely to purchase a high priced car, it is notable that American consumers perceived benefits of domestic brands much positive regardless of income. Male consumers especially showed higher loyalty for domestic brands. Managerial implications of this research are as follow. Though implication may be confined to the USA automotive market, the effect of sex on automotive buying behavior should be analyzed. The automotive market is traditionally conceived as male consumers oriented market. But the proportion of female consumers has grown over the years in the automotive market. It is natural outcome that Volvo and Hyundai motors recently developed new cars which are targeted for women market. Secondly, the model used in this research can be applied easier than that of previous researches. Exploratory approach has many advantages except difficulty to apply for practice, because it tends to accompany with complicated model and to require various types of data. The data needed for the model in this research are a few items such as purchased brands, consideration set, some benefits, and some demographic factors and easy to collect from consumers.