• 한국콘텐츠학회논문지
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• 제17권3호
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• pp.643-653
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• 2017

본 연구는 트랜스미디어의 관점에서 브랜드 경험이 브랜드 이미지, 브랜드 선호도, 구매의도에 미치는 영향을 분석하는 것을 목적으로 한다. 트랜스미디어 경험이란 여러 매체를 넘나들며 자신이 필요한 콘텐츠를 향유하는 행동을 말하는데 현재 디지털 컨버전스 환경에 따라 다양한 브랜드 경험 커뮤니케이션 활동이 펼쳐지고 있다. 이에 본 연구는 대표적인 트랜스미디어 사례인 박카스 셀프 스캐너 체험자 119명을 대상으로 Smart PLS를 이용하여 구조방정식 모형으로 분석하였다. 분석결과, 첫째 브랜드 경험은 브랜드 선호도와 브랜드 이미지, 구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 브랜드 이미지는 브랜드 선호도와 구매의도에 정(+)의 영향을 미치는 것으로 나타났으며, 셋째, 브랜드 선호도는 구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 본 연구 결과는 브랜드 경험이 브랜드 이미지, 브랜드 선호도의 매개적 효과뿐만 아니라 직접 효과로서 구매의도에 영향을 미친다는 점과 브랜드 이미지가 브랜드 선호도와 구매의도에 영향을 미칠 수 있음을 실증적으로 증명했다는 점에서, 향후 브랜드 경험과 브랜드 이미지에 관한 전략적 시사점을 제공해줄 수 있을 것이다.

• 한국생활과학회지
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• 제20권5호
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• pp.1025-1034
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• 2011

The purpose of this study was to examine the evaluation of fabric characteristics on the drapability, texture image and preference of blouse fabrics, and to analyze the effects of the texture image, objective and subjective drapability on the preference. As specimen, silk and polyester fabrics were collected. 52 female subjects evaluated 16 specimens with semantic differential scale of 18 fabric image and 20 sensibility. Data were analyzed through factor analysis, pearson correlational coefficient using spss win 12.0. For the evaluation, structural characteristics such as fiber contents, weave type, weight and thickness were analyzed. The results were as follows: The evaluation results of objective and subjective drapability showed differences. Sensory image factors of blouse fabrics were 'surface smoothness', 'elasticity', 'weight' and 'flexibility'. Sensibility image factors were 'elegance', 'classic', 'characteristic' and 'mannish'. 'Elegance', 'classic' and 'characteristic' of sensibility images showed high correlation with 'surface smoothness' and 'elasticity' of sensory image, also 'mannish' of sensibility image showed significant correlation with 'weight' of sensory image. The significant fabric characteristics affecting objective drapability were density, weight, thickness. The significant texture image factors affecting objective drapability were 'weight', 'flexibility' of sensory image and 'elegance' of sensibility image. On the other hand, the significant factors affecting subjective drapability were thickness of fabric characteristics and 'elegance', 'characteristic', 'mannish' of sensibility images. 'Elegance', 'characteristic' and 'classic' of sensibility image, 'elasticity' of sensory image and subjective drapability affected on the purchase preference.

• 패션비즈니스
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• 제22권6호
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• pp.14-24
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• 2018

In this age of information, companies are losing grip of their image. Perhaps this explains the reason why corporate social responsibility (CSR) has become somewhat of a buzzword among established fashion industry leaders-companies seem determined to show stakeholders that they have values, are responsible, and they are driven by more by values than the prospects of financial gain. This study assessed the effect of CSR have in the fashion industry on the corporate image, product preference, and purchase intention in China. Three hundred native residents in China participated in an online survey from 1-12th Jan 2017. The results were as follows: (1) CSR consists of five components; economic responsibility, ethical responsibility, environmental protection, consumer protection, and philanthropic responsibility. (2) Both economic and ethical responsibilities have significant positive effects on corporate image, while perceived CSR does not have significant effect on product preference or purchase intention. (3) Consumers' product preference and perceptions regarding corporate image influence their intention on making a purchase. These findings might operationally assist Korean fashion corporations to identify and address the critical aspects of CSR management which will improve their image as good corporate citizens and foster favorable attitudes toward fashion products from China. Further results and direction of future research were discussed.

• 한국의상디자인학회지
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• 제13권4호
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• pp.1-14
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• 2011

This study is to analyze the image similarity and the preference for clothing stores in the 6 giant discount chains in Daejeon. The survey for this study was based on the questionnaires accomplished by 257 people through the multidimensional scaling. The results are as follows First, 6 clothing stores had 4 image groups located in 4 coordinates. CW(Costco Wholesale), NH(Nonghyup Hanaro-Mart), and SZ(Save Zone) had a similar distinct image, while HP(Home Plus) and EM(E-Mart), and LM(Lotte-Malt) also had similar differentiated images. Second, according to the preference analysis in terms of demographic characteristic, NH had the lowest preference from the people of all the different ages, while SZ had the highest. HP, EM, CW, and LM had their own preference in the following order: in the thirties, forties, and over fifties. Meanwhile, relatively, SZ is preferred by the people in their twenties and people over age fifty liked CW more. Third, according to the analysis of the preference for clothing stores in the giant discount chains in terms of educational background, clothing consumers who had high school degrees preferred NH and LM, people with 2 year college degrees liked HP and EM more, while 4-year college graduates and people with higher education had preference for SZ. Finally, according to the preference analysis in terms of income level, higher income groups preferred SZ and CW and lower income groups liked LH and LM more, while HP and EM had high preference from all kinds of income groups.

• 한국의류학회지
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• 제32권10호
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• pp.1522-1534
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• 2008

The subjects of ttis study were middle-aged women in their 40s$\sim$50s and older women aged 60 and over who were living in Seoul and Kyonggi-do, Korea. Through studying the participants' responses to the questions regarding the attributes of image preference in terms of the levels of satisfaction and importance, the target consumers' demand has been studied. And, they are applied to a QFD Matrix, to find out the relationship between the attributes of product quality and the guidelines of clothing design. For this study, clothing image preference is categorized as three types: fashionable and urbane image, elegant and formal image, comfortable and active image. It has also been found that middle-aged and older women think the clothing that projects fashionable and urbane image needs more improvement that those for other images. To review demands for the clothing image preference attribute of formal suits for middle-aged and older women, the priority of these attributes through QFD Matrix that shows the relationship between the attributes and dress elements emphasized by designers has been examined. In reflecting clothing image preference by consumers for their formal two-piece suits, the most important design elements related to material in order of importance were material type, style, thickness and texture, and those related to color were the number of colors used and coloring type.

• 복식문화연구
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• 제16권3호
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• pp.518-532
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• 2008

The purposes of this study were to investigate the relationships between women's self-image and the preference and the wearing frequency of knit-wears, and to examine the characteristics of the design elements that influence the preferred knit-wear images. The subjects were 277 female college students and working women living in metropolitan area of Seoul. The data were analyzed by using descriptive analysis, factor analysis, Cronbach's $\alpha$-reliability coefficient, Pearson's correlation coefficient, and multiple regression analysis. Four dimensions of women's self-images were derived by factor analysis; elegance, conservativeness, individuality, and maturity. Women with conservative self-image preferred simple knit-wears and women with high rate for individuality preferred splendid and sporty knit-wears. Women with elegant self-image disliked sporty knit-wears. Women with conservative self-image preferred white, and those who rated their self-image to be individuality preferred various colors including yellow, blue, green, purple, pink, and sky-blue. Women with mature self-image preferred black and beige. Women with individuality as their self-image preferred jacquard pattern and abstract pattern. There was a higher wearing frequency for all four seasons for women with conservative self-image, and there was higher wearing frequency in the winter for those with elegant self-images. Women who preferred simple knit-wears showed preference for single color with no prints and low chroma color, and those who preferred sporty knit-wears showed preference for elastic materials. Women who preferred neat and elegant knit-wears showed preference for argyle check pattern.

• 한국의류학회지
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• 제23권8호
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• pp.1119-1130
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• 1999

The purpose of this was to investigate the differences in recognition of brand and advertisement image according to the life style segments of adolescents. The subjects selected for the final analysis were 613 female high school students whoe were residents in Seoul Pusan and Taejeon. The statistics used for data analysis were factor analysis one-way ANOVA Duncan's multiple range test paired t-test frequency distribution and percentage by the SPSS program The results of this study were as follows : 1. The life style of adolescents wee classified into five groups : Sports Uninterest group Friend Preference/Fashion Uninterest group Sports Preference/Home Oriented group Fashion Interest group and Confidence group. 2, The brand image and advertisement image recognition didn's correspond in general 3. The brand image and advertisement image recognition were significantly different among five groups of life style. The Confidence group and Friend Preference/ Fashion Uninterest group recognized brand image and advertisement image lower than the other groups.

• 한국도로학회논문집
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• 제13권1호
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• pp.1-11
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• 2011

본 연구는 교량 중에 장대교량을 대표하는 현수교에 대한 설계 시 고려요소인 중앙경간과 새그비의 변화에 따른 경관선호도를 파악하고 경관선호도와 이미지요인과의 관계, 설계요소와 이미지요인과의 관계를 SD법을 적용하여 교량의 이미지 특성을 파악함으로써 경관적 환경을 조성할 수 있는 방안을 제시하는데 연구의 목적이 있다. 교량경관에 대한 경관적 선호도를 분석한 결과 교량의 중앙경간의 길이가 길어질수록 선호하는 새그비의 범위는 줄어드는 것으로 보아 중앙경간이 길어질수록 낮은 새그비를 선호하며, 중앙경간이 길어질수록 경관선호도가 높아짐을 알 수 있었다. 경관선호도와 이미지요인에서는 경관선호도가 높은 새그비의 속성에는 "안정성" "조형성" "심미성"과 모두(+)상관관계에 있지만 "조형성"의 영향이 미비하였다. 설계요소와 이미지 요인과의 관계에서는 중앙경간과 새그비의 요인에는 "안정성"이라는 요인과 더 관계되어 있었으며, 새그비가 낮아질수록 중앙경간이 길어질수록 "안정성"이 높게 평가되었다. 이 결과, 경관적으로 선호하는 이미지의 특성 중 "조형성"의 이미지 특성이 미비한 것으로 나타나 "조형성"의 이미지특성의 부각을 위해 중앙경간과 새그비의 비례요소가 아닌 균형과 대칭의 요소의 변화를 주어 보완실험을 하였다. 그 결과 3주탑현수교와 새그의 좌우대칭이 다른 현수교가 "조형성"의 이미지 특성이 더 부각되는 결과를 볼 수 있었고, 추후에 현수교의 경관설계를 할 때 비례요소뿐만 아니라 균형과 대칭의 요소도 고려하여 설계 시 반영하여야 할 것이다.

• Journal of Nutrition and Health
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• 제38권5호
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• pp.395-403
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• 2005

The purposes of this study were 1) to analyze the relationship between brand equity factors ie brand awareness, brand image, brand preference and brand loyalty and 2) to suggest the strategy for brand management of contract food service management company. The developed questionnaires were distributed to the college and university students in Incheon area from September 20 to September 24 in 2004. Total 198 questionnaires were used for the final data analysis with response rate of $82.5\%$. For the statistical analysis, the descriptive analysis, factor analysis, pearson correlation analysis, and regression analysis were conducted by using SPSS Win (10.0). The results of this study showed that the following 5 hypotheses were supported. Hypothesis 1: The brand awareness of the contract foodservice company affects positively the brand image of that. Hypothesis 2: The brand image of the contract foodservice company affects positively the brand preference of that. Hypothesis 3: The brand awareness of the contract foodservice company affects positively the brand preference of that. Hypothesis 4: The brand preference of the contract foodservice company affects positively the brand royalty of that. Hypothesis 5: The brand image of the contract foodservice company affects positively the brand loyalty of that. As a conclusion, the brand awareness has a positive effect on the brand image and brand preference significantly, so it is recommended that the contract foodservice company should focus on improving the brand awareness as a brand strategy. And the brand preference and brand image have the significant effect on the brand loyalty. Therefore the company should strive to strengthen the brand loyalty though building brand preference and brand image, because the brand loyalty brings about the customer's more visiting the foodservices, which is directly related to the profitabilities of the contract foodservice management company.

• 한국의상디자인학회지
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• 제18권3호
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• pp.85-98
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• 2016

The purpose of this study was to investigate the adolescents' images and preference on cultural products based on Baekje traditional culture focused on adolescents. The subjects were 421 adolescents in Daejeon and Chungnam province. The measuring instruments was stimuli of cultural products and a questionnaire with semantic differential scales of image of cultural products, preference, product evaluation criteria, and subjects' demographics characteristics. The data were analyzed by Cronbach's ${\alpha}$, factor analysis, t-test, ANOVA, Duncan's multiple range test, and regression analysis using SPSS program. The results were as follows. First, 3 factors(attractiveness, interest, gentleness) were emerged on images of cultural products based on Baekje tradition culture, however, the current products could not convey affectively the attractive and gentle image of baekje traditional culture. Second, the preference of the Baekje cultural products was evaluated low, and especially design and price was rated low in the evaluation criteria. Third, preference was related with the 3 image factors, and attractiveness factor was showed highly positive effects on preference of cultural products. The implication of this study was to provide the useful cultural product development plan for adolescents, and the research results suggested that modern and individual design, unique traditional pattern, resonable price, and practicality have to be considered to develop successful cultural products for adolescents.