• The Research Journal of the Costume Culture
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• v.22 no.6
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• pp.979-996
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• 2014

The purpose of this study is to identify the antecedents of fashion consciousness. As antecedents, psychological variables and consumption-related variables were considered. Materialism and change seeking were included as psychological variables, and face conscious consumption, status consumption, and shopping enjoyment were included as consumption-related variables. It was hypothesized that materialism and change seeking not only influence fashion consciousness directly but also indirectly through face conscious consumption, status consumption, and shopping enjoyment. Data were gathered by surveying university students in Seoul, using convenience sampling. Three hundred five questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The results showed that all the fit statistics for the variable measures were quite acceptable. In addition, the overall fits of the model suggest that the model fits the data well. The hypothesized relationship test proved that materialism directly influence fashion consciousness and that materialism and change seeking influence fashion consciousness indirectly through face conscious consumption and shopping enjoyment. Regarding their relative importance on fashion consciousness, shopping enjoyment was the most influential factor followed by materialism and face conscious consumption, in that order. In developing and implementing marketing strategies for fashion conscious consumers, marketers should focus on satisfying shopping enjoyment, materialism and face conscious consumption.

• The Research Journal of the Costume Culture
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• v.25 no.6
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• pp.928-942
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• 2017

Social media has become an integral part of consumers' daily lives. Individuals connect with one another on social networking sites to like, share, and post information and experiences. As social media become popular among millennials, a growing number of fashion retailers use social media networks in the context of online commerce transactions. Accordingly, an increased number of fashion retailers has been using social media as an advertising tool and a retail channel. Despite the popularity of social media among millennials, empirical findings are limited to reveal factors associated with young consumers' intentions to use social commerce in fashion shopping. This study sought to examine factors affecting millennials' intentions to use social commerce in fashion shopping by adopting the technology acceptance model. A total of 524 college students completed an online survey in the U.S. The results of structural equation model confirmed that perceived ease of use, usefulness, and enjoyment had a positive impact on millennials' attitudes and intentions toward fashion shopping in social commerce. While both perceived ease of use and usefulness positively influenced enjoyment, usefulness had a stronger impact than ease of use. Compared to usefulness, enjoyment had much stronger impact on attitudes. Further structural model analysis revealed a direct, positive influence of perceived usefulness of social commerce on perceived enjoyment of social commerce, which has not been explored in prior studies. These findings provide theoretical and managerial implications.

• The International Journal of Costume Culture
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• v.5 no.2
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• pp.15-23
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• 2002

The purpose of the study was to examine how shoppers perceive and are influenced by crowding in apparel retail environment. Because shopping occurs in a spatially defined environment within a relatively short time, both crowding and the consequences of experiencing it are very important to retailers and researchers. The study explores the consequences of retail crowding in terms of shoppers' perception of store image, shopping enjoyment, and repurchase intention across two retail types, department stores and wholesale markets. The result showed that if shoppers perceived lower level of crowding, they perceived more positive store image, and spent more time in department stores. However, interestingly, retail crowding didn't influence store image of wholesale markets. Rather, if shoppers perceived higher level of crowding in wholesale markets, they had higher level of shopping enjoyment and repurchase intention. This can be interpreted as shoppers consider the crowding of retail environment as a token of attractive shopping places in terms of better deals and good quality in case of wholesale markets.

• International Journal of Advanced Culture Technology
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• v.11 no.3
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• pp.182-189
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• 2023

This study investigates the psychological effects of positive/negative valence order in repeated exposure to a suspenseful text. Specifically, the study seeks to understand how the order in which positive and negative elements are presented in a narrative impacts the experience of suspense, arousal, and enjoyment in readers or listeners. Using a suspenseful short story, participants were exposed to narratives with varying valence orders in a repeated-measures design. The study employed self-report questionnaires and psychophysiological measurements to capture participants' psychological responses. The results supported the hypothesis that repeated exposure impacts suspense, with negative valence enhancing suspense and arousal. Moreover, the order of valence influenced participants' psychological responses, indicating that positive valence can mitigate the impact of repeated exposure. However, the influence on enjoyment was not significant. Psychophysiological measures, specifically skin conductance level (SCL), revealed trends of habituation over repeated exposure. The findings underscore the significance of negative valence in heightening suspense and suggest directions for future research in exploring diverse factors that contribute to suspense in both fictional and real-life contexts.

• Journal of Information Technology Applications and Management
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• v.25 no.4
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• pp.123-143
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• 2018

The domestic multiplex industry provides consumers with a choice of movies and a variety of contents and entertainment facilities and services. In addition, the number of movie theaters with the significant market potential is also steadily increasing in the competitive multiplex market environment. For the analysis, we conducted research on 300 adolescents who have experienced using domestic multiplex mobile service within the recent year. This study examined the structural relationship among the multi-dimensional mobile service quality of multiple, enjoyment of use, and online word of mouth intention. Also, it explored the mediating effect of enjoyment of use and the moderating effect of gender in the structural model. As a result, the mobile service quality of multiplex has a significant effect on the online word of mouth intention through the enjoyment of use. However, there was no moderating effect of gender of participating adolescents in the relationships. Based on the analysis of empirical results, this study discussed a series of theocratical and practical implications for the marketing strategies of multiplex in the highly competitive market.

• Review of Culture and Economy
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• v.20 no.3
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• pp.115-144
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• 2017

This paper analyzes the actual 'content' and 'role' of the intrinsic motivation of creative laborers during the creative production process. Based on semi-structured intensive interviews with 16 light-entertainment television PDs in South Korea, this paper articulated that intrinsic motivation towards creative work could be understood as a desire to maintain their level of enjoyment from creative work. The desire was classified into two different types of 'enjoyment', one was the enjoyment based on the expectation regarding the creative job, and the 'enjoyment' experienced primarily related to the creative production process that allows creative workers to actualize individual creative ambitions. In addition, such intrinsic motivation tended to provide a strong driving force for creative workers as they endured unfavorable working conditions that resulted from market principles(viewership ratings), economic stability, and work-life balance. This paper proposes that the tendency of creative workers to endure various undesirable working conditions is based on a strong intrinsic motivation to maintain their level of enjoyment from their creative career.

• Sijohaknonchong
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• v.44
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• pp.165-195
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• 2016

This paper is compare to the enjoyment of way on Si-jo and Ga-sa in Lyric poetry. Si-jo and Ga-sa were created in Joseon Dynasty. Si-jo and Ga-sa is the Lyric poetry in traditional genre, representing Korea. These forms include the lyric genre but have a difference between the fixed verse and the long-poem in Joseon Dynasty. However, the two genres are the two genres had opened the possibility of communication from the very beginning in terms of gentry layer is the main writers. Joseon Dynasty those who enjoy the fixed verse and the long-poem, the literature of singing songs and reciting literature, in terms of the principle of metaphor and metonymy rhetoric will reflect the era of awareness and enjoyment of contemporary perception of reality characters. It can be said that performing Si-jo and Ga-sa of enjoyment fashion and work to compare with realistic about the versification principles but check ahead a lot of data, and add to the task of finding a logic that can explain clearly remain. This paper will have to complement the many points made in an attempt to unravel the complex issues in an integrated and comprehensive on-pronged approach and enjoyment of the fixed verse and long-poem Si-jo and Ga-sa and similar expressions are writing and testing the various parties of the enjoyment of culture in today's era of change in the 21st century can be the compass to navigate a new world culture.

• The Research Journal of the Costume Culture
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• v.24 no.2
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• pp.263-272
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• 2016

Using the extended technology acceptance model (TAM), the study aimed to understand consumers' adoption process for smart fashion products. The research model was designed to examine the impacts of perceived ease of use and usefulness on attitude and behavior intention toward smart fashion products based on the technology innovativeness, enjoyment, and subjective norm variables. An online survey was conducted on consumers by employing a marketing research company. A total of 230 useable responses were obtained. Confirmatory Factor Analysis (CFA) was performed to test the measurement model. The proposed hypotheses were tested by employing the Structural Equation Model (SEM). The results found a positive impact of perceived ease of use on usefulness and a positive influence of usefulness on attitude and behavior intention. Attitude had a positive effect on behavior intention. In addition, technology innovativeness was found to have a positive influence on perceived ease of use and enjoyment had a positive influence on usefulness and attitude. Subjective norm predicted behavior intention. The findings of the study contribute to smart fashion literature and have important implications for smart fashion product developers and marketers, as they offer insights into the important role of technology innovativeness, enjoyment, and subjective norms perceived by consumers in improving attitudes and behavior intentions toward the products. Limitations and future research directions are discussed.

• The Research Journal of the Costume Culture
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• v.28 no.1
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• pp.15-29
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• 2020

Purpose of the study is to explore the effect of the types of mobile coupons(text- vs. image-focused coupons; free-gift vs. discount coupons) on characteristic perception of mobile coupons, and the causal relationships among characteristic perception, attitude, and use intention of mobile coupons. A total of 140 university students participated in experiments with questionnaires including one of the four stimuli. Important findings are as follows. First, image-focused mobile coupons generated more enjoyment than did text-focused coupons. However, the text/image-focused coupons were not different in perception of informativeness and credibility of mobile coupons. Second, enjoyment perception was significantly increased when image-focused contents were combined with discount coupons whereas enjoyment perception was decreased when text-focused contents were combined with free-gift coupons. This interaction effect reflects that the level of enjoyment of consumers can be changed in terms of the combination of the value-provision types of coupons and the text-image focused contents. Third, it was found that consumer perception of coupon characteristics formed attitudes toward mobile coupons, and use intention of mobile coupons was determined by attitudes toward mobile coupons. Study findings may fill the void of research investigating the effect of text-image contents and the types of coupons on consumer reponses toward mobile coupons. Mobile coupons have limited quantity of information within a small size of mobile phone screen, therefore, the results were not consistent with prior research tested with mobile advertisements indicating the effect of text-image contents on perception of informativeness and credibility.

• The Research Journal of the Costume Culture
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• v.26 no.6
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• pp.836-851
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• 2018

Digital signage in a smart store would engage and invoke responses from consumers because good in-store experiences are more important than ever. Thus, the present study investigates consumer perceptions of interactive digital signage integrating technology acceptance model. Specifically, the current study examined 1) the effects of personal and fashion innovativeness on interactivity; 2) the effect of interactivity on perceived usefulness, ease of use, and enjoyment; and 3) the effects of perceived usefulness, ease of use, and enjoyment on intentions to use the products and the store, visit the store, and engage in word-of-mouth. As a pre-study, two researchers visited the smart stores of six brands in Seoul, all of which integrate various technologies in the fashion field. A video clip was developed as a stimulus to the study. A total of 214 responses were gathered and analyzed. The results were as follows. Personal innovativeness has a significantly positive effect on interactivity, whereas fashion innovativeness has no significant effect. Interactivity had positive effects on the perceived usefulness, ease of use, and enjoyment. Consumer responses (i.e., intentions to use, visit, and engage in word-of-mouth) were predicted by usefulness and enjoyment, but not by ease of use. The findings of this study could provide the fashion industry and retailers practical and valuable insights into enhancing consumers' in-store experiences through the use of interactive digital signage.