• 패션비즈니스
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• 제22권5호
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• pp.1-14
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• 2018

The purpose of this study was to define the purchase behavior of online luxury fashion brand consumers that soon became new luxury consumption trends. To investigate online luxury fashion brand consumer's purchase behavior, three variables were suggested based on advanced researches. These variables include economic value, item variety and pleasure. Purchasing luxury online was not common but as cross-border online shopping market became popular, consumers began to purchase luxury items through online shopping platforms. Preliminary surveys was conducted on 20~40-year-old consumers who have experience in online shopping for luxurious items. Total 238 questionnaires were used for analysis. By using SPSS, frequency analysis, factor analysis, reliability analysis, correlation analysis, regression analysis, t-test and ANOVA were conducted. The results of the study were as follow; first, consumer's purchase behavior appeared to be influenced by the order of pleasure of shopping, economic value and item variety. Repurchase intention appeared to be affected by the order of economic value, item variety, and pleasure of shopping. Second, online luxury fashion consumers perceived that risk does not affect purchase intention and repurchase intention. Third, as purchase intention increases, repurchase intention also increases. Fourth, shopping value, age and channel risk also indicated meaningful differences. As an early study of luxury fashion brand products purchased directly online, the academic significance can facilitate an overall understanding of consumer behavior such as usage motive, risk perception, behavioral intention.

• 한국지역사회생활과학회지
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• 제24권4호
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• pp.517-536
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• 2013

The purpose of this research was to examine the trend of women consumption value and attitude on luxury goods and to analyse the relations between the behavior of purchasing luxury goods and satisfaction of consumers who buy luxury items. A total of 548 questionnaires were obtained in July and August 2011 from female respondents in their 20s to 40s who have bought at least one luxury item in the last 3 years. Collected data was analysed with factor analysis, t-test, ANOVA, Duncan's test, and multiple regression in SPSS. The research results are summarized as follows: First, household income and personal expenditure were main factors in determining substantial differences in attitudes towards luxury goods and counterfeits. Second, the difference in frequency of buying luxury items was decided by household income, and expenditure and purchase cost, which varied based on age, education, occupation, household income, and expenditure. Third, both the younger consumers with more household income and expenditure and consumers with positive attitude towards luxury items but negative attitude towards the counterfeits purchased the luxury goods more frequently than those who are older with less incomes and expenditures. Fourth, consumers with more incomes and expenditures along with negative attitude towards the counterfeits spent more money on the luxury items. Consumers with less personal ostentation but with great pleasure consumption value for luxury goods spent more money on luxury goods. Fifth, the satisfactions of purchasing luxury goods were influenced by following variables such as positive attitudes toward luxury goods, ostentation, enjoyment and quality in consumption value.

• 감성과학
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• 제20권1호
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• pp.83-94
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• 2017

본 연구에서는 상품과 배경음악이 사람들의 충동적인 의사결정에 미치는 영향을 지연 할인의 쌍곡선 함수를 이용하여 알아보았다. 구체적으로 상품과 배경음악에 따라 유의미한 이원 상호 작용이 존재했다. 명품 조건에서는 모차르트의 피아노 콘체르토 5번 장조 음악을 들었을 때, 20번 단조 음악을 들었을 때보다 충동성이 유의미하게 높았다. 하지만 실용 상품에 노출된 참가자들에게선 음악의 종류에 따라 충동성의 차이는 유의미하지 않았다. 추가 연구를 통해 음악을 더 세분화하여 빠르기를 조절하여 그 영향을 알아보았으며 동시에 정서가 위와 같은 결과를 매개 했는지 알아보았다. 결과적으로 정서의 매개효과와 빠르기의 주효과 모두 유의미하지 않았지만, 빠르기와 장단조 조건 간의 유의미한 이원 상호작용이 나타났다. 구체적으로 알레그로(allegro) 빠르기에서는 장조음악일 때가 단조 조건일 때보다 충동성이 높은 경향성이 나타났으며 안단테(andante) 빠르기에서는 장조 음악을 들었을 때가 단조 음악을 들었을 때보다 유의미하게 충동성이 낮게 나타났다. 우울한 정서를 예측 변수로 하고 미래 시간 길이 지각을 매개 변인으로 하여 추가 연구를 진행한 결과, 시간 길이 지각은 우울한 정서가 충동성에 미치는 영향을 부분 매개함을 알 수 있었다.

• 동아시아식생활학회지
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• 제11권5호
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• pp.345-355
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• 2001

This study was conducted to evaluate the consumers' preferences and perceptions on the salad and its dressings, via a total of 401 subjects in the Taegu area on the basis of 5-point Likert scale. Anthropometric data included the total subjects consisted of 66 females and 335 males: categorized by age, 20's (103), 30's (135). 40's (83), over 50's (80), The average size of family was 4.2 persons. According to BMI, 64.8% of the subjects belonged to the normal group. The age group that liked salad most was the 20's group, which was also the group that ate salad most frequently. The salad was perceived as food item which is convenient to eat(3.83), healthy(3.63), easy to prepare(3.73) and delicious(3.61) but rarely as a expensive item(2.44). The ingredients, used for salad preparation included fruits and vegetables(3.19) such as tomato and cucumber. Among the salad dressings, the fruit dressing was preferred the most(4.59), while the mayonnaise the least(3.59). The mayonnaise was perceived as an item with highest calories(4.1), and hardly perceived as a luxury item(2.78). The preference for the fruits dressing was highly correlated with the degree of education(p<0.05), age(p<0.001) and BMI(p<0.001). The higher the degree of education, the lower the level of age group, and the lower the BMI, the higher preference for the fruit salad dressing was demonstrated.

• 한국복식학회:학술대회논문집
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• 한국복식학회 2003년도 International Costume Conference
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• pp.83-83
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• 2003

There is no other accessaries that is loved unchangeably in our clothes's life. It is always used except very hot season and it is loved as a necessity item of fashion coordination item used by catholic age group. There are many smart dressers who match more than ten scarfs to clothes otherwise having one or two before. The more having scarf is better for giving new images with usual clothes. The scarf fashion is boomed in streets from last season. Especially, luxury scarf is that popularity accessories in twenties women with a tendency of emphasizing wealth. The popularity of scarf can easily be recognized on the streets and on the displays in department. And the character brand of new basic feminie style is suggested the scarf as an accessary for coordination. It is appeared that animal prints, ethnic flower pattern prints and geometrical patterns for scarf. As the trend of fashion trade is diversified with classic and vintage, the design and style of scarf is satisfied. So there is a purpose of studying fashion scarf presentation to use scarf more efficiently.

• 복식
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• 제52권6호
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• pp.165-179
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• 2002

This paper begins with the thesis that the so-called 'Be Slow' Movement has not only affected the contemporary life style but also the current fashion trend in the West as well as in Korea. The influence of the 'Be Slow' Movement on the everyday life of Western and Korean society can be documented by recent books, news reports, and many articles from various kinds of mass media and fashion magazines since the year 2000. The results of this study can be summarized as follows. First. the 'Be Slow' Movement is a new cultural phenomenon and very different from that of the past century. It has emerged very recently and it could affect the life style o( its followers for a long period of time. Second, the influence of 'Be Slow' Movement on everyday life can be witnessed in many behavioral choices. such as the preference of organic food and natural cooking for food and the preference of rural life and a green patch of land for housing. Some aspects of the way of rearing the children and long-term planning of one's life are also under the influence of 'Be Slow' Movement. In a way. the life style Proposed by the 'Be Slow' Movement is somewhat similar to that of 'Bobos'. Third, the influence of 'Be Slow' Movement on the current fashion trend can be observed in the appreciation of time-consuming labour and increased usage of D.I.Y. clothing. The higher value of fashion goods with handcrafted part or scarce luxury item are good examples of the influence by the 'Be Slow' Movement. One can say that the 'Be Slow' Movement is not retrogression, but a re-creation of time and space to be grateful for one's life. Thus, it is not anti-technology but a commercialism with technology in order to enhance the quality of life and to place people in the center of production and consumption. Consequently, one may say that the 'Be Slow' Movement is a appropriate and affluent way of living.

• 한국의상디자인학회지
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• 제24권3호
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• pp.1-15
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• 2022

The purpose of this study is to compare and analyze the perception of men's fashion before and after the COVID-19 pandemic. TEXTOM allowed the collection of Big Data based on the term 'men's fashion'. As for the data collection periods, Jan. 1, 2018 to Dec. 31, 2019 was set as the pre-COVID-19 era, while Jan. 1, 2020 to Dec. 31, 2021 was set as the post-COVID-19 era. The top 50 words in terms of appearance frequency were extracted from the data. The extracted words were processed using network centrality analysis and CONCOR analysis using Ucinet 6. Research findings were as follows. 1) In the pre-COVID-19 era, the appearance frequency of 'men' was the highest, followed by 'fashion', 'men's fashion', 'brand', 'daily look', 'suit', and 'department store'. These words came up with a high TF-IDF values. Network centrality analysis discovered that 'men', 'fashion', 'men's fashion', 'brand', and 'suit' had a high level of connectivity with other words. CONCOR analysis showed four significant groups: 'fashion item and styles', 'fashion show', 'purchase', and 'collection'. 2) In the post-COVID-19 era, the appearance frequency of 'men' was the highest, followed by 'fashion', 'brand', 'men's fashion', 'discount', 'women', and 'luxury'. These words also displayed high TF-IDF values. Network centrality analysis found that 'fashion', 'men', 'brand', 'men's fashion', and 'discount' had a high level of connectivity with other words. CONCOR analysis showed four significant groups: 'fashion item and style', 'fashion show', 'purchase', and 'situation'. 3) Before the outbreak of the pandemic, men were interested in suits to wear to the office, daily look, and fashion shows in Milan and Paris. They often purchased menswear in multi-brand and open stores. However, they were more interested in sneakers, casual styles, and online fashion shows as social distancing and working from home became common. Most purchased menswear through online platforms.

• Human Ecology Research
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• 제55권6호
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• pp.609-623
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• 2017

Fur apparel is a representative luxury item that displays wealth and social status; however, it is also recognized as an unethical product criticized for its animal maltreatment in the production process. Understanding consumer responses to an ambivalent object, such as fur apparel, is an important research topic both academically and practically. This study investigates the hierarchical effects of perceived benefits and risks of fur apparel on consumers' emotions and purchase intention by applying the ABC model of attitudes to identify the mediating effects of consumer emotions. An online survey was conducted on 390 female consumers that verified hypotheses through structural equation modeling and bootstrapping analysis using phantom variables. The initial results of the survey showed that the relationship between perceived conspicuous benefits and purchase intention towards fur apparel was partially mediated by positive emotion. Second, the relationship between perceived epistemic benefits and purchase intention was completely mediated by positive emotion. Third, the relationship between perceived ethical risk and purchase intention was completely mediated by positive and negative emotions. Fourth, perceived social risk did not affect the purchase intention of fur apparel significantly. The results support that cognitive beliefs about the subject have a significant positive effect on behavioral intentions through emotions as suggested in the ABC model of the attitude. This study provides an in-depth understanding of consumer responses to ambivalent objects by revealing the individual mediating effects of consumers' positive and negative emotions.

• 한국의상디자인학회지
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• 제21권2호
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• pp.43-56
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• 2019

The purpose of this study is to analyze the phenomenon of 'play' in contemporary fashion creation from an interactive point of view and to analyze cases in the contemporary fashion design creation process. The research method was a combined literature review and a case study. As a result of the research, we have derived the creations of interactive fashion design from the viewpoint can be categorized as 'play as creativity', 'mimesis', and 'deviance'. First, creativity can be seen in DIY products, customized products, and clothing that reflects the consumer's way of wearing. By actively intervening in the products and expressing their creativity in the product, it can be considered as a DIY creation. Second, mimesis in the creation of a fashion design that occurs when consumers imitate the designs of the famous fashion designers. Often similarity and difference are generated, while sometimes objects are newly constructed. Third, deviance means that an item is reborn with a completely different intention from the original shape and function by the intervention of the 'hacker' consumer. For example, the logo and the design of a luxury brand are transformed to satirize its legitimacy. In this paper, we analyzed the cases of fashion design creation as an interactive play and investigated their characteristics and tendencies.

• 만화애니메이션 연구
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• 통권17호
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• pp.147-161
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• 2009

색채는 디자인 요소에 있어서 감각적이며 감성적인 동시에 시각적으로 우선시 되는 비언어적 상징이기도 하다. 제품의 선택에 있어서 소비자에게 우선되어지는 중요한 요소이고, 브랜드에 있어서 차별화된 전략 및 일관된 통합성을 주는 상징이 되기도 한다. 광고에서 색채는 장기적인 브랜드 아이덴티티(identity) 측면뿐만 아니라 제품의 이미지와 광고의 컨셉을 표현하는 중요한 도구이다. 본 논문의 주제는 광고 크리에이티브의 발전을 위해 승용차 영상광고의 주도적 색채를 분석하였다. 분석결과 2000cc급이하 경 소형승용차 광고의 색채적용은 명도와 채도가 높고 밝은 분위기로 권위보다는 개인의 개성을 중시, 파스텔조의 색을 선호하는 것으로 나타났다. 반면, 2000cc급 이상의 중 대형승용차 광고는 전반적으로 명도와 채도가 낮고 어두운 색채가 대세를 이루고 있는 경향을 볼 수 있다. 경 소형승용차 광고는 실용적 가치를 중시하는 제품외형에 초점을 맞추었고, 중 대형승용차 광고는 상징적 이미지에 초점을 맞추어 광고표현을 하는 차이를 느낄 수 있다. 광고에 사용되는 색채는 곧 소비자의 감성을 대변하는 것이다. 영상광고에서 소구 대상이 누구냐에 따라서, 또한 어떤 상품이냐에 따라서 색채의 컨셉이 설정이 되어야 하며, 또 그에 따른 색채에 의한 감성을 파악하여 광고 전략에 맞게 활용될 때 브랜드와 제품의 가치를 높일 수 있다.