• 한국의류학회지
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• 제31권8호
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• pp.1168-1179
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• 2007

The objective of this research is to validate the BRQ(Brand Relationship Quality) Construct perceived by fashion product consumers. In order to establish and verify the BRQ scale, qualitative survey and quantitative survey were conducted together. 1592 copies of questionnaire were distributed to women in their 20s to 40s living in Seoul and other metropolitan areas from Dec. 26, 2005 to Jan. 8, 2006, and 723 copies of them were used for statistical data. Samplel(n=482)was used for empirical analysis, and sample2(n=241) was used for cross validity test. The data was analyzed using Exploratory Factor Analysis, Confirmatory Factor Analysis, and Pearson's Correlation Analysis. BRQ emerged from exploratory factor analysis as the hierarchical construct composed of six facets including 'self-connective attachment', 'symbol/mystery', 'trust', 'nostalgia', 'intimacy', and 'knowledge'. As the fit of this structural model was not good as a result of Confirmatory Factor Analysis, it was revised to have better fitting. Finally, empirical survey results indicate the hierarchical construct consisting of eight distinct BRQ facets including 'love/commitment', 'self-connection', 'symbol', 'mystery', 'trust', 'nostalgia', 'intimacy', and 'knowledge' as best representing the final 39item BRQ Scale. Reliability, construct validity, and cross validity of the construct were verified.

• 한국의류학회지
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• 제16권2호
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• pp.155-168
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• 1992

The purposes of this study were: (1) to identify the image dimensions of apparel stores according to how the consumers rate the importance of store attributes; (2) to classify the apparel stores in Seoul, Korea according to consumers' perception of the image attributes of their preferred store; (3) to develop a positioning map of the apparel stores according to their salient image dimensions; and (4) to classify the female adults in Seoul according to the criteria of their preferred store and to describe the characteristics of target customers according to storetype. 'A questionnaire was developed to measure store patronage, perceived importance of the store image attributes, perception of the store image attributes for the respondent's most frequently patronized store, and demographic information. Data from 520 female adults living in Seoul were analyzed. The results were as follows; 1. The image dimensions of fashion stores were product quality, shopping convenience, location, promotion, atmosphere, product information, design characteristics and price. 2. The apparel stores in Seoul were classified into five groups by the perception of store image, which were labeled as national chain store, designer store, specialty store, wholesale store and independent store, according to their discriminant characteristics. 3. According to the positioning map, product quality and location convenience were identified as the most important apparel store type patronage criteria. 4. The female adult group divided by store preference indicated significant differences in the perceived importance of store attributes. Each group showed multi-store patronage.

• 복식문화연구
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• 제7권1호
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• pp.141-153
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• 1999

To be successful, Korean exporters must understand how importers identify and select suppliers. This empirically based study investigate Korean exporter\`s perceptions of the supply selection criteria and information sources in US importers use. The specific purposes of this study were to identify the importance of the supply selection criteria and information sources and to examine the effects of the amount of export on the supply selection criteria and information sources in US importer use. For this study, data were obtained from Korean exporters by means of self-administered questionnaires. The questionnaires consisted of a series of statements covering a broad of specific selection criteria and information sources and exports\` characteristics including average annual amount of export. Using a base of 312 exporters, data were analysed by using mean, one-way ANOVA, and Ducan test. Major findings if this study summarized as follows; 1) Korean exporters perceived that US importers would place importances on product price, deliverly reliability, product wordsmanship-quality, and length of deliverly lead-time, in orders. Also, the more amount of export was, the higher product wordsmanship-quality, availability of piece goods and trims, and communication channel were importantly rate. 2) Korean exporters considered the third party sources, such as recommendation from trade association and buying office and import agency, as the most important information source in US importer use. Also, There was tendency that the more amount of export was, the more information sources on suppliers was importantly evaluated. From this study, several recommendation were suggested forward to encourage export in international apparel market.

• 벤처창업연구
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• 제15권5호
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• pp.235-243
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• 2020

소비자들이 브랜드를 진정성이 있는 것으로 느낄수록 브랜드 이미지는 좋아지고 구매의도도 높아지므로, 기업들은 적극적으로 브랜드 진정성을 구축하고자 한다. 한편, 성능이나 내구성, 소재 등의 다양한 요소들을 고려하여 소비자가 종합적으로 지각하는 제품의 품질은 브랜드 진정성에 영향을 미칠 수 있다. 본 연구의 목적은 마케팅 관점에서 품질과 브랜드 진정성에 대한 연구모형을 구축하고 실증분석함으로써 유용한 시사점을 제시하는 것이다. 이를 위하여 품질과 브랜드 진정성을 이론적으로 정의하고, 이들 간의 관계를 규명한 후, 궁극적으로 이들 개념이 브랜드 이미지에 미치는 영향을 살펴보았다. 구체적으로는 총 286명의 소비자를 대상으로 설문조사를 실시하여 제품의 품질과 브랜드의 진정성 및 브랜드 이미지를 알아보았고, 조사대상 제품은 S전자의 최신 휴대폰인 S20으로 하였다. 실증분석 결과, 품질이 브랜드 진정성에 통계적으로 유의한 정의 영향을 미치기는 하지만, 그 정도는 예상보다 크지 않았다. 또한 품질은 브랜드 이미지에도 통계적으로 유의한 정의 영향을 미치고 있었으며 그 정도도 컸지만, 브랜드 진정성을 함께 고려한 경우에는 품질에 비해서 브랜드 진정성의 회귀계수가 더 컸다. 이는 브랜드 진정성의 부분매개효과를 의미한다. 따라서 기업이 브랜드 이미지 및 구매의도를 제고하기 위해서는 품질에만 초점을 두는 것보다는 본 연구에서 제시하고 있는 구성요소들을 감안하여 브랜드 진정성을 함께 구축하는 전략이 효과적일 것이다. 본 연구는 마케팅 관점에서 소비자가 품질을 통하여 지각하는 브랜드 진정성과 브랜드 이미지 간의 관계를 실증적으로 살펴봄으로써 유용한 이론적, 실무적 시사점들을 제안하고 있다.

• 디지털콘텐츠학회 논문지
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• 제19권4호
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• pp.649-659
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• 2018

본 논문은 정교화 가능성 모델을 채택하여 타오바오 라이브 스트리밍 쇼핑에서 제품 구매 의도에 영향을 미치는 요소에 대해 연구하였다. 설문 조사 방법을 사용하여 데이터를 수집하고 가설을 조사하였다. 연구 결과 출처 매력은 실용적인 제품보다 쾌락제품에서 제품에 대한 태도에 더 큰 영향을 미쳤고, 논증 품질은 실용적인 제품에서 쾌락 제품보다 제품에 대한 태도에 더 큰 영향을 미쳤다. 추가 분석에서, 쾌락 제품에 대하여, 출처 매력과 논증 품질은 모두 제품에 대한 태도에 긍정적인 영향을 미치고, 논증 품질은 제품에 대한 태도에 긍정적인 영향을 미치지만, 출처 매력은 실용적 제품에 대한 태도에 유의한 영향을 미치지 않았다. 마지막으로, 제품에 대한 태도는 제품 구매 의도에 긍정적인 영향을 미치는 것으로 나타났다.

• 한국의류학회지
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• 제33권5호
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• pp.752-763
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• 2009

The purpose of this study was to develop an effective marketing strategy for socks made of paper mulberry fiber, a new natural fiber, by understanding consumers' concerns and perception about the product and its quality in several dimensions. The first survey determined their perception of the products' image before using it. The second survey gauged consumer satisfaction with product quality after a two-week home-use test. Factor analysis using Cronbach's a and ANOVA analysis were performed for statistical analysis. In conclusion, consumer image perceptions of socks of mulberry fiber were classified into four categories -'practicality', 'wellbeing', 'high-quality' and 'traditionality'. The survey revealed differences between men's and women's perception of the 'practicality' and 'high-quality' factors. The women recognized a mulberry fiber sock as being more practical but of lower quality than did the men. And the quality satisfaction of the product was classified into four factor 'durability', 'suitability, 'wearability' and 'care-easiness'. In the case of 'suitability', men were more satisfied with the product than the women and in 'suitability' and 'wearability', a group of over 40' year-old consumers was more satisfied. The analysis of a relationship between image perception and satisfaction showed that a consumer group that perceived this product to have more 'practicality', 'high-quality' and 'well-being' was also more satisfied with the product. However, the 'traditionality' factor was unrelated to consumer satisfaction.

• 한국의류학회지
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• 제44권4호
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• pp.639-656
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• 2020

Consumers' shopping experience has recently expanded to mobile and social networks; in addition, online fashion retailers started to focus on real-time interaction services as an emerging marketing tool. This study explores the consumer' shopping experience based on social live streaming services (SLSS) to investigate consumer's response behavior and effects through perceived service quality. An online survey method was conducted and a total of 186 female consumer panels were collected. The results indicate that cognitive communion of co-experience had a significant effect on perceived SLSS service quality (responsiveness, contents informativeness, playfulness, system availability). Service quality of SLSS (responsiveness, contents informativeness, and playfulness) had significant effect on trust in SLSS seller while system availability had no significant effect. Also, trust in seller showed significant effect on purchase intention. Last, it was confirmed that the moderating effect of purchasing experience of SLSS was significant in the relationship between cognitive communion and responsiveness/playfulness. There was also an additional significant moderating effect of purchasing experience between system availability and trust in seller.

• 대한가정학회지
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• 제43권10호
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• pp.115-124
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• 2005

The purposes of this study were, 1) to examine the conceptual structure of shopping value and service quality as perceived by women in their 50's and 60's, and 2) to investigate the effects of shopping value and service quality on consumer satisfaction of these women. The results mal provide insights related to the silver market in South Korea. Data were obtained for 286 women in their 50's and 60's living in metropolitan areas in South Korea, and analyzed using factor analysis, Cronbach's alpha, and regression. The results showed that service quality was composed of Facilities Service, Product Service, Salespersons' Service and Policy Service. Shopping values perceived by elderly consumers consisted of two factors: Hedonic Shopping Value, and Utility Shopping Value. Elderly consumers perceived Hedonic Value by Salespersons' Service and Utility Value by Policy Service. Salespersons' Service of a store was the most important variable for elderly consumers' satisfaction. The finding suggest that a store's Salespersons' Service is important in predicting elderlv corlsumers' purchase behavior, and they give insight into the development of strategies to be utilized in promotion planning. Implications and drawn for the information useful to consumer behavior researchers and retailers of the silver market.

• 한국컴퓨터정보학회논문지
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• 제21권8호
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• pp.105-116
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• 2016

Corporate social media has been recently used in customer relationship management in many ways to improve product sales and company images. Not much research exists on corporate social media, Therefore, in this paper, we propose a research model to identify how corporate social media enhances corporate's CRM quality, resulting in forming customer's purchase intention. In detail, this paper is to examine how customer's perceived value of corporate social media influences CRM quality(CRM trust and CRM commitment), and then how CRM quality affects purchase intention. To this end, a total of 300 questionnaires were used from online panel respondents to test research hypothesis. The findings showed that service performance value and monetary value were major determinants of CRM trust, however, there was no association between brand integration value and CRM trust. In addition, the effects of service performance value and brand integration value on CRM commitment were found whereas monetary value had no effect on CRM commitment. The results also showed that CRM trust and CRM commitment played a critical role in forming of purchase intention. Theoretical and practical Implications are discussed.

• 복식
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• 제52권3호
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• pp.161-169
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• 2002

The purposes of this study were to investigate effects of the clothing consumption value on the service quality and to examine the determinant factors on the attitude of interned apparel shopping. The data were collected from 227 female adults using questionnaire. Using SPSS 9.0 package. Cronbachs $\alpha$, factor analysis, and multiple regression analysis were performed. The results could be summarized as follows. 1. Clothing consumption value was composed of 5 factors : fashion value, social value, functional value, personality value, and emotional value. 2. Clothing consumption vague had direct effects on the service quality of internet apparel shopping mall. The service quality was perceived as reliability, advantage. responsibility, product assortment, tangibles, and rapidness. 3. Consumer characteristics such as age, household income. experience of internet shopping. and web search ability, clothing consumption value. and product assortment of the service quality had significant effects on the attitude of internet apparel shopping.