• Science of Emotion and Sensibility
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• v.11 no.4
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• pp.489-500
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• 2008

The purpose of this study was to determine the preference and purchasing intention on necktie pattern designs according to male consumers' fashion lift style. Written questionnaires were handed out to 300 male consumers of the 20-40 years old in Seoul and surroundings, who were accessed by a convenience sampling method. The questionnaires were to classify male consumer groups according to the fashion life style, to examine characteristics, needs and wants of each group. The stimuli of 8 kinds of necktie patterns in black & white, and the semantic differential scale were applied to evaluate the preference and purchasing intention on necktie pattern design. A total of 265 samples were analyzed by factor analysis, cluster analysis, ANOVA, crosstabs and $X^2$-test through SPSS package program. Six factors in their fashion life style were extracted as follows: those were 'fashion-oriented', 'traditional conservative', 'brand-flaunting', 'personality-oriented', 'practicality-oriented' and 'unconcerned' life style. With these life style sub-dimensions, male consumers were segmented into five groups: these groups were 'strong personal seekers', 'practical brand seekers', 'traditional personal seekers', 'active fashion seekers', 'unconcerned group'. Each of these groups of male consumers showed significant differences in the preference and purchasing Intension of necktie pattern designs according to their fashion life style.

• Science of Emotion and Sensibility
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• v.11 no.2
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• pp.153-172
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• 2008

Products can maintain a high level of market share for many years by succeeding early in the development of a market. To overcome the benefit of pioneering a market, late entrants to the market can use differentiation strategies: developing novel attributes or enhancing preexisted attributes. In general, preexisted attributes are more memorable, but novel attributes can be weighted as heavily as preexisted attributes by contextual constraints. Based on the research of appraisal-congruent judgement, certainty appraisal dimension may affect the degree to which people engage in systematic or heuristic processing. This study examines the effects of alignability (the ease with which the attributes of one object can be aligned or mapped onto another object) of product attributes and certainty on consumer preferences for late entrants. Participants were induced to experience certainty and then completed a questionnaire. As predicted, participants induced certainty were likely to engage in heuristic processing, while participants induced uncertainty were likely to engage in systematic processing. This study provides an implication that companies should additionally consider consumers' feeling of certainty when launching a new brand.

• Science of Emotion and Sensibility
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• v.7 no.3
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• pp.37-50
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• 2004

This study attempted to explore how online game is endowed new meaning and function and changed into totally different product in result by recognition and consuming behavior(game activity) of game users. The subjects of this study are famous Internet based online games called 'Lineage' and 'EverQuest'. These two online games are physically similar games. Both are MMORPG and community-based games. While Lineage became a cyber world as a part of the real world, EverQuest was a game product. This study explored the recognition of garners about game world and different consuming behavior pattern(game activity pattern) in game world made by different recognition of online game. The result from exploring the differences in the recognition of game world showed Lineage garners regarded Lineage world as another living space or a part of real world they can explore and express psychological need and self-identity or self-image and live through diverse activities. But EverQuest garners regarded EverQuest as a product for experience of fantasy world. The result from comparing the game consuming behaviors showed that different recognition of game world made the differences in the game consuming behavior. The results of the present study supported that the recognition of consumers about digital images or content poducts like online game can be different by the value and experience of consumer, and the different recognition make the different consuming behavior of similar or same products. The results supported that the meaning and value of digital images or digital content are endowed by consumers.

• Science of Emotion and Sensibility
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• v.17 no.3
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• pp.49-56
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• 2014

This study aims at providing basic data for product planning to design smart clothing and to develop applications, focusing on consumers by satisfying their emotions through analyzing emotional factors on smart clothing, comparing emotional differences between conventional clothing and it, reviewing changes of consumers' emotion by integrating the product and clothing and researching differences of preference and purchase intention between smart clothing and traditional one. As the results of the study, emotional factors for smart clothing were analyzed with total 6 including 'technical', 'comfort', 'aesthetic', 'modern', 'fun' and 'multiple' factors. Among them, except for 'comport', five emotional factors showed emotional factors between conventional sport-casual clothing and smart clothing. That is, emotional factors of 'technical', 'aesthetic', 'modern', 'fun' and 'multiple' were emphasized more in smart clothing than conventional ones, indicating that they should be considered in planning products of smart clothing. Though there was no significant difference of preference between smart clothing and conventional clothing, in case of comparison of averages, that of smart clothing was a little higher. For purchase intention, smart clothing was lower than the conventional clothing. So preference seems to be not directly related to consumers' immediate purchase. To make consumers' interests and preference to result in purchase, it is necessary to develop smart clothing with more various applications and to prepare commercializing strategies. As the results of the analysis on free-descriptive questionnaire survey, consumers were interested in development of smart clothing to help diet with functions including energy harvesting from body motion, calorification and perspiration, measurement of motion and calory consumption as well as health-care type smart clothing to measure heartbeat and ECG. Reflecting these requirements from the consumers, they should be utilized as guidance to develop smart clothing in the future.

• Archives of design research
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• v.18 no.1 s.59
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• pp.59-68
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• 2005

In 20th century, that is the times of mass production with mass consumption, a company supplies standard product by the system of mass production line. Therefore, the company, itself, had to introduce its product quality to the customers. It was the buying criterion of consumer against product. In that period, a company utilized its identity in order to give customers product information such as product value, price and quality, etc. However, as digital technology with the wide-spread of informationalization & technical revolution is developed, products have diversification and customers have better incomes. So, buying method tends to thi purchase of self-satisfaction generally. In the buying criterion of consumerbased on personality & sensibility, a company must offer the buying criterion of product which can appeal the special quality & image of product itself to customers, and it must stop appealing the Cl of company under the condition of mass production by product quality and function. This study tried to focus on the method which can create effective brand and its image that are the buying criterion of new product. Also, this study tried to find the effective relation between economical & social paradigm which is the result of social informationalization with intensive knowledge, and buying determination of customer, And, this study tried to present guideline of effective brand image and brand special Quality that is affected to buying determination of customers together. The model of Positive analysis had two types. The first model studied the mutual relation between economical/social change factors and special quality of brand. And, the second model studied the mutual relation between the cause of special quality of brand and formation of brand image through regression analysis. Therefore, the construction of sensitive brand image for forming brand must be requested. The sensitive brand image is highly related to preference of sensibility, and it must be based on mind identity & visual identity. And, mind identity must have creation of value, satisfaction, combination of community, personal preference, etc. Visual identity must have esthetic order, and originality of molding, etc. Namely, brand image must form the accommodation of era change, personality & sensibility satisfaction, the effectiveness of service, etc., in order to create effective brand image.

• The Journal of the Convergence on Culture Technology
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• v.6 no.1
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• pp.31-36
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• 2020

Corporate Culture Marketing is a marketing tool that enhances a company's cultural image or conveys its image through culture. Culture Consumer value analysis is important predictive data in identifying the value and pursuit of life in individual consumption behavior, explaining the choice behavior of culture consumers, and serves as the basis for decision making. The research method was linked to the text mining and opinion mining techniques of big data, and extracted positive, negative and neutral words. The analysis targets culture consumers participating in concerts at Hyundai Card's 'Super Concert', which is subject to domestic consumers, and CJ ENM's 'KCON', which is subject to foreign consumers. The culture consumer value elements of corporate culture marketing are the basic conditions, and they were derived as 'Consensus Communication (Expression of Sensibility)', 'Participation Sharing(VIP Belonging)', 'Social Change Issue', 'Differentiating Services', 'Price Discount Benefit' and 'Location Quality'. In the future, we will need to foster 'Culture Technology Marketers' and apply them in areas such as arts management planning, cultural investment, cultural distribution, cultural space, Corporate Culture, CSR and K-pop marketing to enhance corporate interests and brand value and enhance brand value.

• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.2
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• pp.284-295
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• 1999

The purpose of this study was to investigate characteristics on Department stores consumers and to compare consumer characteristics among shopper types and department store types. For this purpose an ethnographic approach which is a kind of qualitative analysis was performed first. And then The data were collected from 600 female consumers over twenties and residing in Pusan Finally 499 data were used for the statistical analysis. 1. The results of clothing shopping orientations study were as follows : As a result of qualitative analysis those who patronize department stores were recreational/convenience shoppers. From quantitative analysis clothing shopping orientations were factor analyzed. which resulted in eight factors ; Recreational Shopping Convenience Shopping. Sensibility Seeking Well-Known Brand Preference Fashion Seeking Economic Shopping Sel-confidence in clothing shopping Convenient store shopping. 2. The results of store choice criteria study were as follows: As a result of concentrative observation eight store choice criteria dimensions were categorized : Service Store Atmosphere Promotion/Facilities Product Convenience Advertisement VMD Traffic/Location Convenience. From quantitative analysis eight store choice criteria factors emerged; Service Store Atmosphere Promotion/Facilities Assortment Shopping Convenience Advertisement VMD Traffic/Location Convenience. 3. According to the factor scores of recreational shopping and Convenience shopping consumers were segmented into four shopper types ; High Shopping-involved Shopper Recreational Shopper Convenience Shopper and Low Shopping-involved Shopper. Department types were divided into a large enterprise department stores and local department stores. Consumer characteristics such as clothing shopping orientations store choice criteria purchase behavior variables and demographic variables were significantly different in shopper types and department store types were significantly different in clothing shopping orientations and tore choice criteria.

• The Research Journal of the Costume Culture
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• v.31 no.3
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• pp.361-378
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• 2023

This research not only determined the preference of fashion brand distribution channels of active Korean and Chinese seniors who became major consumers in the fashion industry, but also analyzed the effect on these preferences and choices of distribution channels depending on personal consumption characteristics and differences between the two groups. Data was collected by a professional survey firm. SPSS 24.0 and AMOS 24.0 were used for empirical analysis, and frequency analysis, multiple response analysis, EFA, reliability analysis, CFA, SEM, and multiple-group comparison analysis were performed. As a result of multiple response analysis, the offline channel was revealed as the preferred fashion distribution channel for active Korean and Chinese seniors; the second most popular was the online channel. The results of multiple-group comparison analysis reveal differences between two groups in seeking emotional consumption via the offline channel; the effect was only evident for active Korean seniors. A difference in seeking emotional consumption via preference for online channel also existed, but only for active Chinese seniors. For these reasons, marketers targeting active Korean seniors will be effective to not only offer brand information by fashion display to let seniors understand the fashion brand, but also to have brand events to form positive emotions toward the fashion brand. Moreover, targeting active Chinese seniors will be necessary to transmit brand sensibility by utilizing metaverse marketing comprising various factors, so that consumers can enjoy the fashion brand.

• Science of Emotion and Sensibility
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• v.11 no.3
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• pp.301-312
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• 2008

Satisfaction of consumer preferences is a key factor for the success of the products. Therefore, design mangers try to develop the profitable products through the intensive survey on the consumer preferences. Although the studies on the preferable product design and the design factors have long been carried out, most of these studies dealt only with the design factors preferable for individual product category ignoring the relationship of the product categories which are related to each other. For designers and design managers, in this study, we propose the guidelines of successful product development by finding preferred common and distinct design factors through analysis of the relations between the consumer preferences and design factors in various portable electric devices. To this end, we analyzed the preferred common and distinct design factors from portable electric devices including the electronic dictionaries, notebook computers, cellular phones, and MP3 players. We used hierarchical regression analysis for the effects of the design factors on the preferences among the product categories and regression analysis for the effects among each product category. The analysis on the preferred common design factors among the four product categories revealed that consumers did not care about the whole body type but preferred white color, metallic and glassy texture in the body. Also, the preferred design factors in the each product category are as follows; oval body shape and black color in electronic dictionaries, white color, metallic and glassy texture in notebook computers, plastic texture in cellular phones, rectangular body shape and plastic texture in MP3 players. In the case of notebook computers, the preferred common and distinct design factors were the same. We expect these results will be helpful for designers and design managers to identify the preferred design factors to consider when developing the various portable electric devices.

• Journal of the Korea Fashion and Costume Design Association
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• v.13 no.2
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• pp.73-87
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• 2011

The Homme Fatale image, which has recently been brought to the fore by mass media in Korea, leads the public fashion with a strong influence on the preference of females who actively participate in men's fashion, and on the "mansumers"(man+consumer) who would use fashion styles as a medium for self-expression. In this study, the concept and fashion style of the homme fatale image expressed in the Korean mass media are exhaustively explored, and then its expressive characteristics are analyzed to determine the trends of men's fashion in Korea. According to the result of this analysis, the homme fatale image represented in the Korean mass media, shows us with its complex nature that it includes the following characteristics: strong and vigorous masculinity, sensuality which emphasizes physical attractiveness, duplicity of gentle sensibility and coldheartedness, and the mysteriousness of maturity and innocence. In conclusion, the homme fatale image can be thought to present fashion styles which emphasize masculinity and physical attractiveness in a variety of ways.