• Journal of Korea Multimedia Society
• /
• v.24 no.7
• /
• pp.966-978
• /
• 2021

This thesis provided basic data of the domestic leggings industry. For the purpose of comparative analysis, the sales status and consumer preference status of domestic leggings brands were selected, and the three companies, X*xymix, A*dar, and M*laware, which occupy the top positions by domestic leggings brand rankings Therefore, from 2018 to 2020, the market size of leggings items is identified with reference to the sales status and consumer preference status data, and the status of consumer preference is analyzed. As a result of the survey analysis, X*xymix, A*dar, and M*laware, which rank high in consumer preference, operate a separate men's leggings line from leggings targeting young women who mainly focus on yoga, pilates, and fitness exercises. As the age increased, the demand for leggings expanded to the middle-aged. Therefore, it is believed that the segmentation of leggings is made according to the diversifying types of exercise, and as the age group in demand for leggings is expanded, continuous research on market segmentation for aqua leggings necessary for aqua exercise that can exercise without straining the body.

• The Research Journal of the Costume Culture
• /
• v.27 no.2
• /
• pp.154-168
• /
• 2019

The present study investigated fashion Instagram marketing, applying the concept of gamification. It set out to examine the following specific issues: 1) perceptions of flow, pleasures, dimensions of game dynamics (challenge, competition, achievement, reward, relationships among participants, and relationships between brands and consumers), and consumer responses based on frequency and involvement in exercise; 2) the effects of game dynamics dimensions on flow and pleasure; and 3) the effects of flow and pleasure on consumer responses. An online survey was used to gather data and the study analyzed a total of 200 responses. The results of the study were as follows. Perception differences were found only in relation to exercise involvement. Competition, relationships among participants, and relationships between brands and customers positively predicted flow. Among the dimensions of game dynamics, challenge, competition, reward, relationships among participants, and relationships between brands and consumers positively influenced pleasure. In addition, the study also found that pleasure and flow had positive effects on intention to participate and brand loyalty. Meanwhile, only pleasure predicted word-of-mouth. These findings suggest that fashion brands implementing Instagram as a marketing channel should seek to stimulate pleasure and fun to provoke positive consumer responses. Furthermore, the findings of the study provide practical and useful insights for fashion brands implementing Instagram marketing.

• International Journal of Advanced Culture Technology
• /
• v.11 no.3
• /
• pp.163-171
• /
• 2023

A blind box is a kind of sales method in that you can only get the product information by opening the package. In 2019, blind box products began to grow rapidly in the Chinese market, and gradually formed a special "blind box economy". The particularity of blind box products is that driven by consumers' curiosity, consumers' purchasing behavior can be directly induced by the visual and tactile perception of commodity packaging. Therefore, it is necessary to explore the psychological needs of consumers and master the blind box packaging design elements under the influence of consumer psychology. This paper takes figurine blind box packaging elements as the research scope and Chinese blind box consumers as the research object. Through market research and literature study, We are designed to conduct a questionnaire survey and SPSS empirical study to find out the differences in the preferences of different consumer temperament types for blind box packaging, taking the characteristics of blind box products and consumer psychology as the relevant theoretical background. The research results show that among the blind box consumers, choleric type consumers predominate, the color of the blind box packaging presents red, orange, and yellow preference, and the material presents metal, and plastic preference. The shape of the blind box shows a preference for special shape.

• The Research Journal of the Costume Culture
• /
• v.31 no.3
• /
• pp.310-329
• /
• 2023

To compete with the growth of fashion shopping platforms in the online fashion market, general shopping platforms have begun to expand their product categories to include fashion items. This research examines the characteristics that influence consumers' trust in each of these platforms and their intention to reuse them. Applying the concept of platforms, this study also distinguishes between general shopping platforms and fashion shopping platforms and compares their characteristics. This study surveyed 788 consumers in their 20s and 30s with experience in using general shopping platforms or fashion shopping platforms (389 and 399 respondents, respectively). SPSS was used to conduct frequency analysis, factor analysis, and cross-tabulations, and AMOS was used to conduct confirmatory factor analyses and structural equation analyses. The results were as follows: platform reputation, shopping convenience, and interactivity all influenced consumer trust. For fashion shopping platforms, the product quality factor significantly improved consumer trust. However, for general shopping platforms, the product quality factor only influenced reuse intentions to reuse and did not contribute to improving trust. Platform reputation and information offering have influenced reuse intentions for both shopping platforms. Regardless of the type of shopping platform, platform reputation has influenced reuse intentions and consumer trust, and platform esthetics didn't have affect consumer trust and consumers' reuse intentions. Consumer trust influenced the intention to reuse on both platforms.

• The Journal of the Convergence on Culture Technology
• /
• v.10 no.1
• /
• pp.245-252
• /
• 2024

This study sought to identify the interactive relationship between the individual cognitive characteristics of perceived consumer effectiveness and the impact of the message framing type of a fashion brand's sustainable marketing on consumers' brand trust. As a result of the study, it was confirmed that the fashion brand's message framing type increased consumers' perceived consumer effectiveness, and that the recipient's perceived consumer effectiveness each influenced the formation of consumers' trust in the brand. It was confirmed that the fashion brand's message frame directly had a positive effect in forming consumers' brand trust.

• The Research Journal of the Costume Culture
• /
• v.32 no.4
• /
• pp.453-467
• /
• 2024

The Metaverse's virtual world is used in various industries and is expected to continue to grow in the future. In addition, the Metaverse is a new type of society that integrates various new technologies, and NFT products play an essential role. Therefore, NFT product characteristics and industry trends should be assessed to revitalize the NFT market. To this end, this study confirms the influence relationship between social presence and NFT product characteristics in the Metaverse environment and examines the impact of each characteristic on consumer satisfaction and continued engagement intention to NFT product. Statistical analysis such as exploratory factor analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and structural equation modeling (SEM) using IBM SPSS Amos was conducted on data collected through a survey targeting male and female Korean consumers in their age group 10 to 50. Study results indicate that social presence significantly impacted all characteristics of NFT products (authenticity, scarcity, rarity, collectability, and interactivity). Scarcity and authenticity significantly impacted consumer satisfaction, and both authenticity and consumer satisfaction significantly impacted continued engagement intention. Thus, effective product development and marketing strategies can be established only by presenting different emphasized characteristics depending on the type of NFT product and the Metaverse's social presence.

• The International Journal of Costume Culture
• /
• v.7 no.2
• /
• pp.123-134
• /
• 2004

This study tried to suggest the effective future marketing strategies by analysing marketing strategies of five brands which were selected by sales amount and the growth rate among young casual brands in the L-Department store from 2001 to 2002. According to analysis, brand marketing could summarize to five marketing strategies such as culture marketing, emotion marketing, co-marketing, on-line marketing, and propose marketing. Culture marketing includes 'BB family marketing, star marketing, core marketing, experience marketing. One of the emotion marketing is 'Kidult marketing' which affects cute concept. Co-marketing includes 'Charisma marketing' that cooperates with distribute industry, 'Movata marketing' which cooperates with mobile communication industry, and 'Game marketing' which cooperates with game industry. There are some other marketing strategies such as consumer calling marketing, A.S.A. marketing which is for buyers, QR marketing for quick response, Web site's differentiate marketing and Logo marketing. The suggested marketing strategies for on-coming brands are 'distinguished strategy of the online contents', 'consumer calling strategy' and 'loyalty maximizing strategy'.

• The International Journal of Costume Culture
• /
• v.7 no.1
• /
• pp.17-27
• /
• 2004

Using semiotic analysis, visual images in selected postmodern fashion advertisements were analyzed. Semiotics is the study of the structure of the meanings of signs. Semiotic analysis involves deconstruction, and thus draws on the researcher’s value-mediated introspection and subjective interpretation of texts i.e., ads). Through deconstruction, culturally assigned meanings, which represent consumers and culture, were revealed. Postmodern characteristics including open interpretation, use of the human body as an object, multi page format, new mood, black and white scenes, use of real people, and new ideology were identified in the ads. The importance of analyzing visual images in fashion ads was stressed in the findings of the study, as was the importance of educating consumers on how to read the visual images.

• Korean Journal of Human Ecology
• /
• v.13 no.4
• /
• pp.569-579
• /
• 2004

This study categorizes consumers by the style of consumers' purchase behavior, and examines the differences in consumers' attitudes toward environment and pro-environmental behavior in the stage of purchase, usage, and disposal. The results of this study are summarized below: First, The style of consumers' purchase behavior can be categorized on a basis of four factors: fashioned-demonstrative consumer group focusing on fashion and demonstration effects when purchasing; rational consumer group more likely to concern price, quality, and product function; indifferent consumer group having no interest in purchasing; and fashioned-functional consumer group who values not only fashion but function. Second, the result of investigating the differences of consumers' attitudes toward environment reveals that the level of concern and awareness for environment is highest in rational consumer group, but lowest in indifferent consumer group. Also, it is higher in fashioned-functional consumer group than in fashioned-demonstrative consumer group. Lastly, the level of pro-environmental behavior in the stage of purchase, usage, and disposal is highest in rational consumer group, but lowest in indifferent consumer group. The level of pro-environmental behavior in usage stage is inactive in fashioned-demonstrative consumer group, whereas that in disposal stage is active in fashioned-functional consumer group for fashioned-demonstrative consumer group. It was so, especially in the area of not-being-a-litterbug.

• Culinary science and hospitality research
• /
• v.22 no.5
• /
• pp.13-24
• /
• 2016

This research was conducted over four weeks from February 1, 2016 until Februay 29. Results were as follows. First, the effects of dietary lifestyle on the purchase intention of consumers was significant and postive, while food flavors (B=0.019 (p<.001)) and convenience (B=0.055 (p<.001)) had a significant and negative effect. To determine the coefficient to measure the adequacy of the model was explained 64.9% of variation in 0.649 premise, the model with F=187.244 (p<.001) to verify the significance level. Second, the moderating effects of consumer culture on the proposed realtionship was examined in 3 stages. The Stage 1 model found a significant effect (0.649, F=18.244 (p<0.01)). The Stage 2 model increased predictive power with the addition of "consumer culture" and was also significant(65.1% and F=142.119 (p<0.01)). The Stage 3 model increased the explanatory power due to the addition of 'lifestyle and found a significant moderating effect of 'Eating consumer culture' (65.9%, so for F=84.469 (p<0.01)).