• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.3
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• pp.361-372
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• 2000

The purposes of this study were to investigate consumer's antecedent mood, cognitive factors, and experienced affection, to find out the relationships among antecedent mood, cognitive factors, experienced affection, and consumer's characteristics, and to examine the discriminant variables of apparel buying behaviors. We developed an questionaire based on the previous studies and pretests. We collected data from 443 housewives living in Pusan and analyzed by Factor analysis, t-test, and Discriminant analysis. The results showed as following: 1. Antecedent mood consists of four factors and cognitive factors in store were composed of four factors. Experienced affection in store includes Pleasure, Dominant and Stimulating feeling. 2. We discovered that consumer characteristics related to the antecedent mood, the experienced affection and cognitive factors in store. 3. Purchasers didn't relate to the consumer characteristics, and related to the antecedent mood, the cognitive factors, the experienced affection in store. Experienced affection and antecedent moods appeared to be important factors in determining apparel buying behavior of consumers. Especially, Pleasure and Dominance of the experienced affection and Depression, Excitation/expectation. Worry and Self-encouraging of the antecedent moods were more important variables in determining apparel buying behavior than any other variables.

• The KIPS Transactions:PartD
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• v.15D no.3
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• pp.421-428
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• 2008

Collaborative filtering is a popular technique used for the recommendation system, but its performance, especially the accuracy of recommendation, depends on how to define the reference group. This paper proposes a new contents recommendation scheme based on collaborative filtering technique whose reference groups are created by consumer's affection and consumption type in order to improve the accuracy of recommendation. In this paper, joy, sadness, anger, happiness, and relax are considered as the consumer's affection. And, low-utility / low-pleasure, low-utility / high-pleasure, high-utility / low-pleasure, and high-utility / high-pleasure are considered as the consumer's shopping types. Experimental results show that the proposed scheme improves the accuracy of recommendation compared to the recommendation scheme considering neither consumer's affection nor consumption type.

• Journal of the Ergonomics Society of Korea
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• v.29 no.4
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• pp.527-532
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• 2010

Product developers nowadays must consider not only the technological satisfaction of consumers but their affective needs as well. These affective needs are greatly affected by the appearance and performance functions of the product, which are simply called in this study appearance-based affection and performance-based affection. This study examined these two affective factors that must be considered while designing mobile phones. Extracted relationship between the two factors was processed in five steps. The first step includes gathering potential affective expressions that are needed to evaluate the levels of consumer's affection for mobile phone design in the pool of adjectives. In the second step, a simple frequency analysis was done from a consumer survey to extract frequently used affective expression. The third step was to extract primary tasks for mobile phones and to perform an experiment or a survey for the evaluation of mobile phones using those tasks. Representative affective factors were then extracted in the fourth step based on factor analysis. Finally, using ANOVA, the extracted representative affective factors were prioritized to draw a relationship between appearance-based affection and performance-based affection. The result of this study suggests each of appearance-based affections and performance-based affections that should be considered in designing mobile phones.

• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.3
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• pp.19-31
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• 2013

The purpose of this study was to investigate the influence of consumer-internet brand relationship on consumer's satisfaction and loyalty. In order to establish structural equation model, previous studies about consumer-brand relationship, consumer's satisfaction and loyalty were investigated. The survey was limited to the respondents over 20 years old living in Seoul and other metropolitan areas who had purchased fashion products in internet shopping mall. Questionnaires were collected from February 1, 2012 to February 12, 2012 and 562 useful data were analyzed by descriptive statistics, exploratory factor analysis, confirmatory factor analysis, reliability analysis, and Pearson's correlation analysis, using Amos 19. The results of verifying the hypotheses were as follows: First, consumer-internet brand relationship was classified into two dimensions including 'emotional affection' and 'cognitive trust'. Second, both 'emotional affection' and 'cognitive trust' had a positive effect on consumer's satisfaction. Third, 'emotional affection' had a positive effect on consumer's loyalty, but 'cognitive trust' did not affect consumer's loyalty directly. Finally consumer's satisfaction had a significant effect on consumer's loyalty. It was suggested that consumer-internet brand relationship could be an important factor to form brand equity. Therefore, internet shopping mall marketer should establish a strategy that can help customers make a strong relationship with their internet shopping mall.

• Journal of the Ergonomics Society of Korea
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• v.29 no.1
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• pp.25-31
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• 2010

It is known from consumer surveys that the interior design of cars greatly influences on consumers' affection. Most notably, the instrument panel which occupies the driver's attention while driving would be one of the main components that affect consumer's affection, but the designer does not often put due importance to this design component. The purpose of this study is to define consumers' affection on the instrument cluster panel in terms of its design factors: color of panel lighting and layout of meters as independent factors. Semantic differentials or affective adjectives that are related to the instrument panel were first derived from surveys, existing studies and the available literature. Then, representative affective factors were drawn using factor analysis and multi-dimensional scaling (MDS). Evaluation of the instrument panel was performed and analyzed by Taguchi's robust design to provide more robust results under various noise factors which are color and material of car interior. Experiment revealed that consumers had five affective factors on the instrument panel and luxurious, charming, and visible affections are grouped into a factor and unique and dynamic affections in another factor. Evaluation of the instrument panel by Taguchi's robust design found that the white color of panel lighting and the panel with four meters was the most preferred design in terms of both the affection of luxury and uniqueness.

• Journal of the Korean Home Economics Association
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• v.47 no.8
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• pp.101-107
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• 2009

The purpose of this study was to investigate the effects of consumer-brand relationship on brand charisma and brand loyalty. Four hundred and ten consumers living in Seoul and its suburb participated in this study. For data analysis, descriptive statistics, reliability, and structure equation modeling were used. The results were as follows. First, three factors of an 'affection', 'commitment', and 'trust' of advertisement were produced for consumer-brand relationship. Second, all three factors of consumer-brand relationship affected positively on brand charisma. Second, except 'affection' factor, two factors affected significantly on brand loyalty. Third, brand charisma affected positively on brand loyalty. Based on these results, this study would provide fashion marketers more efficient brand marketing strategies.

• The Korean Journal of Franchise Management
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• v.15 no.2
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• pp.1-15
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• 2024

Purpose: Service quality plays an important role in the credibility of consumer behavior as it enhances brand loyality in hospitality business. The objective of this study is to determine the effects of service quality, positive emotion, brand affection, and brand loyalty in restaurant sector by applying the S-O-R model. The study also introduces a new integrated structural model that combines service quality's dimensions of physical quality, interaction quality, and outcome quality. Research design, data, and methodology: This study was analyzed in a quantitative way using the survey results of 395 customers who had experience of visiting restaurants. All constructs were measured with multiple items developed and validated in prior studies. In this study, SmartPLS 4.0 was used to evaluate the research model. The reliability, convergent validity, and discriminant validity of the measurement tool were verified. Result: Result was found that service quality(physical quality, interaction quality, outcome quality) had a positive effect on positive emotion and brand affection. Also both of positive emotion and brand affection had a positive effect on brand loyalty. This study contributes to the service quality literature and has practical managerial implications.

• Fashion & Textile Research Journal
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• v.9 no.5
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• pp.500-506
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• 2007

This study aims to examine what consumers perceive about affection and control in association with personified brands, and to explore what effects such perception has on consumer behavior. The research methodology employed a questionnaire surveying female university students in the Seoul. The data were analyzed by SPSS Hangul 10.0 Statistic Package. 16 apparel brands that had been selected by a preliminary study were surveyed. The data analysis method employed a factor analysis, analysis of variance, and multiple regression analysis. The study found that consumers' perception of personified brands is divided into Friendliness and control like in interpersonal communication, and consumers' preference and purchase intention becomes different depending on affection and control perception. In particular, it was analyzed that more important factor that decides preference and purchase intention is the perception in the aspect of control, not in the aspect of Friendliness.

• Journal of the Ergonomics Society of Korea
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• v.36 no.2
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• pp.123-144
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• 2017

Objective: The objective of this study is to evaluate affection on how users perceive colors viewed from an automotive visual display according to cultural and radical differences including North America, Europe, and Southeast Asia. This study especially aims to identify effects of the variation of tone and chroma of representative color groups by analyzing affection differences depending on cultural and racial differences targeting the colors constituted through variation of tone and chroma, centered on representative colors. Background: The colors of the menu, information display or background viewed through an automotive visual display are an important factor stimulating consumer's affection, and therefore an effort to express the vehicle's brand and product image through colors is made. The studies on colors focus only on the research on unique characteristics of colors, but an affective approach lacks according to cultural and racial differences on colors considering tone and chroma variation within a color from the currently used automotive visual displays. Method: To grasp the visual affection felt by users, this study extracted affective adjectives related with colors through existing literature and a dictionary for adjectives, and presented human affection dimensions on colors through evaluation of various colors. Prior to carrying out affection evaluation, the basic light sources, red (R), green (G), and blue (B) constituting the colors used for automotive visual displays were defined as a representative color group, respectively. When colors in a color group are constituted, the evaluation target of each color group consisted of the colors considering the variation of tone and chroma by changing color sense through RGB values of the remaining two light sources. And then, this study carried out affection evaluation on the constituted colors targeting the subjects with cultural and racial differences. Results: As a result of evaluating the constituted colors with representative affections, there were statistically significant differences between the groups having cultural and racial differences. As a result of S-N-K post-hoc analysis on the colors showing significant differences, North America and Europe were classified as heterogeneous groups. In some cases, Korea was classified as the homogeneous group with North America, but Korea was mainly classified as the homogenous group with Europe. Conclusion: The representative affections on colors from an automotive visual display was drawn as three affective dimensions: passionate, neat, and masculine. Based on these, the affection of Korea and Europe on the constituted colors showed significant differences from that of North America, as a result of affection evaluation on the constituted colors viewed through the visual display by reflecting cultural and racial factors. Regarding representative color groups, bigger cultural and racial differences were revealed in terms of affection on red and green colors than on blue color, and variation of affection was the biggest in the red color. Application: This study analyzed correlations of affection considering the colors constituted through variation of tone and chroma, and the culture and race in the representative color groups constituting a visual display. The results of this study are predicted to be utilized in coordination and selection of colors viewed from an automotive visual display taking into account culture and race.

• The Research Journal of the Costume Culture
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• v.28 no.2
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• pp.147-165
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• 2020

To identify the antecedents of repurchasing intention toward fast fashion brands, this study was conducted to examine brand authenticity and brand identification as both direct and indirect antecedents of repurchasing intention through fast fashion brand love. Through convenience sampling, 266 university students in Seoul metropolitan area completed a questionnaire survey. Data were analyzed using SPSS for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. Factor analysis revealed the following: for brand authenticity, four dimensions('originality,' 'reliability,' 'continuity,' and 'naturalness') were revealed; for both consumer brand identification and repurchase intention one dimension was revealed; and for brand love two dimensions were revealed('passion' and 'affection'). Path analysis confirmed that 'reliability' and 'naturalness'in relation to brand authenticity indirectly influenced repurchase intention through 'passion'(as a factor of brand love) and directly influenced repurchase intention. Further, 'continuity' in relation to brand authenticity indirectly influenced repurchase intention through 'affection'(as a factor of brand love) and directly influenced repurchase intention. Consumer brand identification influenced repurchase intention indirectly through two factors of brand love. These results suggest that fast fashion brand marketers should implement effective strategies that consider consumers'perceptions of brand authenticity, consumer brand identification, and brand love.