• Fashion, Industry and Education
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• 제16권2호
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• pp.40-51
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• 2018

Sustainability is an important topic within a variety of design areas, including fashion. The 'fast fashion' behavior of consumers is one of the big challenges that sustainable living faces. For the fashion industry, sustainability can be seen as a regulating ethos for higher quality and longer-lasting products, which I argue as embodying an intersection between sustainability and luxury. This study establishes a conceptual model for 'sustainable luxury' that can be implemented as a guide in the fashion design industry and education field. This paper will focus particularly on craft-based fashion within the industry. Through conceptual analysis and case studies, I analyze sustainable luxury through the scope of Soper's (2007) 'alternative hedonism', linking hedonic and selfidentity values as a foundation for the acceptance of and continued drive toward more sustainable luxury products. Unlike other studies which only emphasize the ecological and environmental aspects of sustainability, viz. green/eco design, this study explores sustainability as balanced with its four dimensions: environmental, economic, social, and cultural. Case studies will exemplify this redefined notion of sustainable luxury.

• 복식문화연구
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• 제24권5호
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• pp.697-708
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• 2016

The term used to describe consumer's valuation of a brand is brand equity. One concept that can be managed and may impact valuation of a prestige brand is "luxuriousness." As the concept of "luxuriousness" appears to be a key factor contributing to the equity of a prestige brand, the purpose of this study was to examine how luxuriousness is related to the brand equity utilizing a model developed by Yoo, Donthu, and Lee (2000). Yoo et al. (2000) identified three dimensions [brand association with awareness (BA), perceived quality (PQ), brand loyalty (BL)] accounted for the equity (OBE) of a brand. We speculated that the five dimensions of luxuriousness (i.e., quality, extended self, hedonism, accessibility, and tradition) would selectively influence the two dimensions of brand equity (BA, PQ) and that loyalty would mediate the relationship between the two dimensions of brand equity (BA, PQ) and overall brand equity. A total of 502 participants aged from 18 to 74 were surveyed in USA. Using AMOS 18, the path analysis was conducted with the maximum-likelihood estimation procedure. The model exhibited a good fit with the data and all hypotheses were supported except one. Quality, accessibility, and hedonism dimensions of luxuriousness affected perceived quality of the equity of a brand. Hedonism and extended self dimensions affected brand association with awareness. However, tradition dimension did not significantly influence brand association with awareness. Overall, this research expands understanding of brand equity as it documents the contributions of luxuriousness, a component that can be controlled by brand managers.

• 유통과학연구
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• 제22권2호
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• pp.83-93
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• 2024

Purpose: Although many studies have addressed destination marketing concepts, the relationship between beach tourists' memorable tourism experience (MTE), revisit intention and electronic word of mouth (eWOM) remains unknown. To address this issue, the authors established a model to investigate the effects of MTE's dimensions on revisit intention and eWOM. Research design, data and methodology: Drawing on 581 questionnaires from domestic beach tourists in Vietnam, a quantitative study approach was administered to empirically analyze a partial least squares path model in PLS-SEM. Results: The findings revealed that four dimensions of MTE including hedonism, local culture, meaningfulness and involvement have positive influence on beach tourists' revisit intention. Besides, meaningfulness and knowledge directly affect eWOM. It is worth noting that beach tourists' revisit intention significantly and directly influence their eWOM. The findings also confirm the indirect effects of hedonism, local culture, meaningfulness and involvement on eWOM through the mediating role of revisit intention. Conclusions: This study will be important to determine beach tourists' behavior through each dimension of MTE. This study also emphasizes on the direct effect of beach tourists' revisit intention on eWOM, as well as confirms its mediating role in the relation between MTE and eWOM. The findings will assist policymakers and destination marketers with strategies and effective future actions.

• 마케팅과학연구
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• 제20권2호
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• pp.123-134
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• 2010

考虑到消费者和供应商的利益, 公司利用网络为媒介来沟通并向消费者销售产品. 这一趋势使得很多研究者和实践者都关注网上购物环境这一领域. 本文测试了网上消费者行为和具有不同快乐主义水平的网址的模型. 与以往的研究不同, 我们包括了所有三种情绪(激励, 快乐和支配)并将此运用到模型中. 本研究中, 我们假设网址的外观, 例如背景颜色, 音乐和字体在消费者最初接触到网址时均影响三种情绪(Mazaheri, Richard, and Laroche, 2011). 反之, 这些情绪会影响消费者对网址氛围的感知–网址信息量, 效率和娱乐性的感知. 这些假设与Zajonc (1980)的研究一致. 他认为情感的作用是独立于感性的和认知操作并且可以影响回应. 我们因此提出网址氛围和流量的感知影响消费者对网址和产品的态度, 网址卷入和购买意图. 另外, 我们研究网址的快乐主义水平对模型中所有关系的调节作用. 因此, 我们比较享乐网址路径系数 "高" 和 "低". 我们用39个真实的网站涵盖了12种产品类别(8种服务和4种实物产品)来测试模型. 这其中, 回复者认为20个是高享乐, 19个为低享乐. EQS6.1的结果支持整体模型: x2=1787 (df=504), CFI=.994; RMSEA=.031. 所有假设都是显著的. 另外, 多群组分析表明在高享乐和低享乐网址群组之间的几个非不变量结构路径. 这些结果支持三种情绪影响消费者对网址氛围, 流量和其他消费者行为变量的认知. 我们发现快乐极大的影响这网址态度和网址娱乐性的认知. 激励积极的影响其他两种情绪, 网址信息量的认知和网址卷入. 而且, 激励对流量的影响非常显著. 这些结果说明在支配和消费者对网址效率的认知之间有很强的相关. 支配同时和网址态度和流量相关. 另外, 结果还表明网址卷入和对产品的态度是购买意图最重要的两个因素. 网址信息量和流量也积极的影响购买意图. 多群组分析的结果支持网址快乐主义的调节作用. 与低(高)享乐网址相比, 实用(享乐)属性对其他变量的影响比高(低)享乐网址更强. 在这三种情绪中, 支配(控制感)影响在高享乐网址中更强. 快乐影响在低享乐网址中更强. 而且, 网址信息量的影响对高享乐网址更强. 另一方面, 信息效率对网址信息量认知的影响和网址卷入对产品态度的影响在低享乐网址中更强.

• 복식문화연구
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• 제20권4호
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• pp.560-572
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• 2012

This study examines the influence of fashion accessories on how men of different ages are perceived, as well as how the social values of the perceiver affect the image evaluation process. For the purpose of this study, men's accessories were limited to glasses, ties, and hats. A quasi-experiment was conducted in which 358 female university students in Seoul examined two men, one in his 30s and the other in his 60s. The social value included materialism and hedonism with higher and lower group. Factor analysis revealed three main factors with regard to men's image based on age and accessories: professionalism, morality, and preference. The findings indicated that wearing accessories can affect how men are perceived, and the perceivers' social values are at play throughout the process. Glasses enhanced a professional image in men, while ties amplified professionalism and morality. Morality and preference for the older man were heightened when he wore a fedora and a hunting cap. Taking social values into account, perceivers with a higher level of materialism associated a man with a navy blue tie more strongly with professionalism. Perceivers who possessed more hedonistic traits preferred a man wearing a cap. The subjects considered the man in his 60s as having a higher level of professionalism when he wore casual hats such as a cap or a cloche. The results of this study suggest that social values such as materialism and hedonism play a part in how people perceive men wearing accessories.

• 예술인문사회 융합 멀티미디어 논문지
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• 제8권2호
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• pp.911-922
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• 2018

본 연구에서는 한국 대학생들이 추구하는 가치 유형들과 주관적 안녕감의 정서적 측면인 긍정 정서와 인지적 측면인 삶의 만족 사이의 관련성은 어떠한 양상으로 관찰되는지, 긍정 정서와 삶의 만족을 각 가치가 얼마나 잘 예측할 수 있는지, 그리고 각 가치 유형과 삶의 만족 사이의 관계를 긍정 정서가 어떻게 매개하는지 살펴보았다. 대학생 275명을 대상으로 설문조사를 실시하였고, 상관분석 및 경로분석 방법을 통해 자료를 분석하였다. 본 연구의 주요 결과를 요약하면 다음과 같다. 첫째, 부정 정서와 모든 가치 사이의 상관이 유의하지 않았던 반면 둘째, 동조, 박애, 자기주도·자극추구, 쾌락주의, 성취 및 안전 가치는 긍정 정서와 정적인 상관을 보였고, 동조, 박애, 보편주의 및 안전 가치는 삶의 만족과 정적인 상관을 보였다. 셋째, 동조, 박애, 그리고 쾌락주의 가치 유형과 삶의 만족 사이의 관계를 긍정 정서가 정적으로 매개하여 동조, 박애 및 쾌락주의 가치 유형들을 중요하게 생각할수록 긍정 정서 수준이 높았고, 높은 긍정 정서 수준은 다시 삶의 만족 수준을 높였다. 이러한 결과들은 각 가치 유형과 삶의 만족 사이의 관련성을 이해하는데 긍정 정서와 같은 정서적 차원이 중요한 기여를 한다는 것을 시사한다.

• 한국의류학회지
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• 제37권3호
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• pp.424-438
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• 2013

This study examines the value, knowledge and sustainable consumption behavior of fashion consumers. The study shows that universalism/harmony, security/benevolence, power, and tradition/faith have positive effects on buying/usage behavior; however, hedonism/wealth has a negative effect. Stimulation/self-direction and universalism/harmony positively influence boycott behavior; however, power has a negative influence. Universalism/harmony and politeness have positive impacts on care/disposing behavior. Consumer knowledge about fashion related environmental problems, labor practices, ethical issues and sustainable environment knowledge influence sustainable buying/usage behavior; in addition, knowledge about ethical issues and sustainable environmental problems positively influence boycott and care/disposing behavior. Moreover, there were significant differences in values, knowledge, and consumption behavior by age.

• 복식문화연구
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• 제14권3호
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• pp.366-380
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• 2006

The purpose of this study was to examine the effect of shopping orientations on clothing purchasing behavior according to residence. The data was obtained from questionnaires filled out by 530 females living in Seoul and Jecheon. For data analysis, factor analysis, ANOVA, t-test, Cronbach's $\alpha$, Duncan's multiple range test and cluster analysis were used. For shopping orientation, five factors of orientation were found and labeled as hedonism, brand and store loyalty, conformity, economy and rationality factor. Based on five shopping orientation factors, women were classified into five clusters(self-centered and rational, recreational, economy and shopping low involvement, economical and conformative cluster). Each cluster showed significantly different clothing purchasing behaviors (problem recognition, information search and evaluative criteria) and had different demographic variables(age, income, marital status and school career). Finally, residence and shopping orientations have influenced various clothing purchasing behavior. In conclusion, residence was the important factor which influenced on shopping orientation and clothing purchasing behavior.

• Asia Marketing Journal
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• 제19권2호
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• pp.1-24
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• 2017

This article empirically examines the relationship between values, consumer innovativeness, online opinion leadership, and new product adoption behavior utilizing wearable technology as the overall unit of analysis. The authors analyze data collected from SNS users who possess one or more wearable devices using a structural equation modeling approach to examine the direct effects. Moreover, a bootstrapping approach is adopted to explore the indirect effects between the constructs. The results indicate that consumers who value stimulation and hedonism are more inclined to possess stronger consumer innovativeness. Consumer innovativeness also positively influences online opinion leadership, ultimately leading to the faster adoption of new products. The mediating effect of consumer innovativeness between the value stimulation and online opinion leadership is also confirmed. In addition, although consumer innovativeness has no direct effect on new product adoption behavior, it does have an indirect, mediating effect through online opinion leadership.

• 한국엔터테인먼트산업학회논문지
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• 제13권5호
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• pp.91-97
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• 2019

영화 <로리타>는 1962년에 영국의 유명한 감독 스탠리 큐브릭(Stanley Kubrick)이 창작한 작품입니다. 영화 주제 때문에 그 당시에 큰 사회적 논쟁을 불러일으켰다. <로리타>는 스탠리 큐브릭 감독이 처음 독립적으로 제작된 영화 작품이었다. 유럽에서 온 험버트 교수와 자신의 의붓딸 로리타와의 불륜적 사랑에 대한 이야기를 담고 있다. 영화 전체를 통틀어도 난륜을 소재로 한 영화는 고귀함과 아름다움을 느껴 줌으로써 사람들에게 충격을 주었다. 또한 미국의 사회 현실을 블랙 유머 아이러니 방식으로 완벽하게 보여주었다. 그 사이에 이 영화의 무성한 비극적 특징도 관객들을 강하게 감염시킨다. 현재 영화 <로리타>에 대한 연구는 대체로 감독 큐브릭 영화의 블랙 유머 기법 연구, 영화의 패러디 기법 탐구, 그리고 소설 『로리타』와 영화 <로리타>의 차이 등에 집중되어 있다. 본 연구는 소비주의 이론을 토대로 영화 <로리타>에 반영된 사회 현실을 분석하고, 소비주의 사회의 전형적인 특징, 즉 향락주의와 몰락한 가정 관계를 밝혔으며, 또한 소비주의 사회가 어떻게 로리타의 비극적 인생을 초래했는지 살펴보았다.