• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.2
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• pp.216-226
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• 2002

This study attempts to understand how the perception of service quality as well as shopping motives influence on the emotional responses in store shopping, and to examine how these relevant variables influence on the store satisfaction. The 463 questionnaires were collected from the purchasers in department stores, fashion specialty stores, and national brand franchise stores. The results of this study are as fellows: 1. In regard to shopping motives, two dimensions of product motive and experiential motive were identified, explaining 47.39% of shopping motives. 2. In regard to emotional response, two dimensions of pleasure emotion and displeasure emotion were identified, explaining 65.95% of emotional responses. 3. Shopping motives led to the store satisfaction after the perception of service quality and then the experience of pleasure emotion. These related variables explained 60% of the store satisfaction. 4. The consumers of fashion specialty store showed the highest product motive, whereas the consumers of department stores showed the highest displeasure emotion in the store. As the results showed, customers' shopping motives influence their perception of service quality and pleasure emotion. Therefore, in order to stimulate shopping motives, the store environment that can give customers pleasure and opportunity to pursue various experiences should be provided. As the service quality is a very important variable that leads pleasure emotion in the store, sales persons should be trained to satisfy customers.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.3
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• pp.492-510
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• 2023

The metaverse, an expansion of the real world, refers to a three-dimensional virtual world where daily life and economic activities can be conducted through avatars. This study examines the effect of avatar identification on metaverse immersion, vicarious pleasure, and fashion brand item sharing intention by subdividing avatar identification into similarity identification, wishful identification, and embodied presence. In addition, it investigates the difference in the influence relationship between avatar identification, immersion, and vicarious pleasure according to the degree of fashion involvement. The total of 319 participants were analyzed using SPSS 26.0 and AMOS 24.0. The results showed that similarity identification, wishful identification, and embodied presence had significant impacts on immersion and vicarious pleasure, influencing sharing intention. There was also a difference in the effect of avatar identification on consumer responses depending on fashion involvement. This study provides theoretical implications for experiential marketing and presents practical suggestions for developing metaverse marketing strategies.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 1997.11a
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• pp.220-223
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• 1997

The International Affective Picture System (IAPS) developed by Lang and colleagues[1] is widely used in studies relating a variety of physiological indices to subjective emotions. In this study we investigated whether the IAPS can be used for Koreans without significant cultural biases in their subjective emotional reactions. Thirty IAPS picture slides were presented to a group of 52 college students and different 30 slides with similar 3 dimensional emotion ratings to another group of 42 students. Fof each slieds with exposal time of 8sec, subjects were asked to rate on the Semantic Differential Scale (SDS) and Self-Assessment Manikin (SAM) in the 3 dimensions of pleasure valence, arousal, and domensions of pleasure valence, arousal, and dominance. Fnctor analysis was done for SDS ratings, and correlations of SDS and SAM were calculated. Eighteen bipolar adjective were grouped into 3 dimensions of pleasure, arousal, dominance showing good agreement with previous study. SAM were calculated. Eighteen bipolar adjectives were grouped into 3 dimensions of pleasure, arousal, dominance showing good agreement with the previous study. SAM ratings were highly corrlated with two of the 6 SDS adjective pairs associated with the pleasure and dominance dimensions, but not with those associated with arousal dimension suggerting some cultural differences.

• Journal of Distribution Science
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• v.12 no.5
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• pp.49-59
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• 2014

Purpose - This research aims to explore factors that could facilitate and/or impede consumers' long-term goal-relevant food consumption, in the pursuit of a long-term goal. Research Design, Data, and Methodology - The main experiment's sample comprised 289 female students at C University. The structural equation model of the Amos 18.0 program was used to verify the hypotheses. Results - Hypotheses concerning positive effects of long-term goal commitment and expectancy of long-term goal attainment, and negative effects of pleasure-seeking needs on long-term goal-relevant food consumption behaviors were accepted. Furthermore, self-efficacy's positive effects on long-term goal commitment and expectancy of long-term goal attainment, and negative effects on the strength of pleasure-seeking were explored. Appearance self-esteem negatively affected long-term goal commitment. Conclusions - Individuals' self-efficacy positively affects long-term goal commitment and expectancy of long-term goal attainment, and significantly weakens the need to seek pleasure in food consumption behaviors. Appearance self-esteem negatively affects long-term goal commitment. Both long-term goal commitment and expectancy of long-term goal attainment significantly positively influence long-term goal-relevant food consumption behaviors. However, those heavily needing pleasure-seeking are less likely to engage in such behaviors.

• Journal of the Korean Institute of Landscape Architecture
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• v.42 no.5
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• pp.134-147
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• 2014

Pleasure grounds, which were introduced during the Japanese colonial era, were places for organizing new amusement activities, and developed into a large-scale private spaces and a new type of public space at the same time. This study explores the scenery and accommodations of pleasure grounds and the changes of the amusement culture through the Wolmido Pleasure Grounds, which was a typical pleasure grounds of the time. At that time, Wolmido became a comprehensive amusement/entertainment place with many elements of both Western and Japanese pleasure grounds such as exotic buildings harmonized with trees, a beach, a seaside school, public playing field, and zoo constructed on the Island. Wolmido Pleasure Ground, which was connected with Kyungsung by Kyungin railroad during the Japanese colonial era, is a good example showing the process of the popularization and commercialization of the amusement culture. The process of popularization of amusement shows the spreading of the enjoyment of leisure time with amusement activities through appreciating the beautiful scenery of the pleasure grounds among various social classes. The caste system was broken and anyone could use the pleasure grounds by paying the fee, of which there were many kinds, so the distinction between genders and the different classes, such as the Chosun people and Japanese, regarding amusement in pleasure grounds disappeared gradually. Also, pleasure grounds were a place for Western hobby-sports activities and were the means to generalize collective and dynamic activities through summer school and various sport games. At the same time, there were places for deviation from the existing social norms when it was combined with entertainment facilities. The commercialization of amusement took place in the form of an artificial entertainment culture within an artificial environment. First, the scenery was artificially constructed and this scenery created the image of paradise such as 'captivating summer vacation spot' and 'water kingdom'. This was the result of the combined intentions of the colonial authority, the railroad company and the amusement corporation to produce economic profits and encourage development in the area. Second, an artificial spectacle was constructed using nature as the backdrop. Buildings of various styles created a modernized and exotic image when they were combined with each other. Artifacts such as breakwaters and arcades created new attractions for people that enabled them to view both nature and the crowds from a whole different perspective. Third, pleasure grounds contributed to the advent of passive users who would just follow the given use and instructions. In this way, one can find the prototype of popular entertainment places of today such as sightseeing complexes, amusement parks, and theme parks through the construction of amusement grounds as a place for providing dynamic activities.

• Journal of the Korean Society of Clothing and Textiles
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• v.44 no.4
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• pp.749-763
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• 2020

This study examined how viewers perceived luxury haul videos, what factors made them experience vicarious pleasure and gain relative deprivation when watching them. This study conducted an interview with 20 viewers of luxury haul videos. The content obtained from the interview was analyzed by classifying it into academic terms. Cases of vicarious pleasure arose when viewers had sufficient empathy when watching videos, which was intensified by YouTubers' behavior and visual stimulation in videos. A person's relative deprivation due to her financial capabilities or appearance occurred when she compared herself with YouTubers. The more viewers perceived luxury haul as a source of information, the more they felt relative deprivation; in addition, the more they perceived it as entertainment, the more they felt vicarious pleasure. Viewers who had a high level of involvement in luxury goods tended to feel vicarious pleasure; however, viewers with a high level of involvement in YouTubers tended to feel relative deprivation. This study helps luxury brands and YouTubers understand viewers' perception of their products and programs as well as helps in the development of fashion haul videos that are beneficial to viewers.

• Journal of Distribution Science
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• v.20 no.3
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• pp.95-106
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• 2022

Purpose: This study aims to verify the effects of omnichannel characteristics on pleasure, resistance and repurchase intention in the omnichannel situation in order to provide the innovative commercial business. Research design, data and methodology: The study examined relations between research concepts centered on previous studies, set hypotheses, developed a research model, and verified the model through a questionnaire survey. A total of 297 questionnaires were used for the final analysis, excluding the questionnaires showing insincere or outliers. Results: First, Omnichannel showed multi-dimensional characteristics consisting of consistency, innovation, economy, and integration. Second, innovation and economic feasibility had a positive effect on pleasure. Third, only economic feasibility had a negative effect on user resistance. Fourth, consumers' shopping pleasure had a negative effect on user resistance. Fifth, repurchase intention of consumers was positively affected by innovation. Conclusions: This research contributed to extend academic framework of distribution research by examining causal relationship through adoption of economic and innovation factors as new characteristics from the integrated perspective beyond the research frame of the existing omnichannel distribution environment. Companies should provide meaningful experiences by resolving concerns about side effects caused by human-computer interaction and providing smart information that matches the products most suitable for consumer needs.

• Fashion & Textile Research Journal
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• v.15 no.1
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• pp.65-72
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• 2013

This study utilizes a S-O-R model to investigate the effects of apparel product presentations using a 3D avatar model in Internet fashion malls for pleasure(emotional state) and approach behavior. We chose a 3D avatar model to present a fashion product in this study. The model walked for about one minute on stage; subsequently, respondents completed a questionnaire after they viewed it. The questionnaire consists of telepresence, pleasure and approach behavior. Respondents are limited to females 20s and 30s years old who have purchased fashion products in an Internet mall and are highly interested in fashion products. A total of 226 samples were used for the final analysis. Cronbach's alpha, correlation analysis, confirmatory factor analysis, and structural equation modeling were utilized in this study. The results are as follows. First, telepresence has a significant influence on pleasure; subsequently, pleasure influenced consumer approach behavior. Second, telepresence positively influenced the approach behavior (directly and indirectly). This verified the effectiveness of a 3D avatar model using S-O-R. A 3D avatar model can be a strategic alternative in the fiercely competitive Internet shopping sector.

• Korean Journal of Human Ecology
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• v.17 no.3
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• pp.493-500
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• 2008

The purposes of this study were to investigate the factors of affect induced by fashion advertising and to analyze the effects of affect on advertising effects: advertising preference, brand preference, and purchase intention. A total of 400 college students were surveyed in September, 2006, using 4 TV fashion advertisements(Bean pole, Bang bang, Nike, and Adidas). The data were analyzed with factor analysis, multiple regression analysis, ANOVA, Scheffe Test, Cronbach's $\alpha$, and path analysis, using the SPSS 12.0. The results were as follows; 1) Two factors of affect were identified: 'pleasure' and 'domination and arousal'; 2) There were differences of induced affect factors, advertising preference, brand preference, and purchase intention among 4 TV fashion advertisements; 3) Advertising preference was more affected by 'pleasure' than by 'domination and arousal'; 4) Brand preference was affected by advertising preference, 'domination and arousal' and 'pleasure' in order of significance; and 5) Purchase intention was affected by brand preference, 'domination and arousal', advertising preference, and 'pleasure' in order of significance.

• English Language & Literature Teaching
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• v.13 no.1
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• pp.181-210
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• 2007

This study is to suggest systematic and effective reading comprehension techniques or strategies to be used in EFL reading classes. According to the definition of reading and reading process, six essential elements of reading comprehension are categorized: 1) reading speed; 2) skimming and scanning; 3) logical organization; 4) pleasure reading; 5) vocabulary; 6) cultural background and world knowledge. To present a more effective teaching and learning approach to EFL reading comprehension than ever, an experiment was performed. The hypothesis of the experimental study was that there would be a difference in students' reading speed as well as reading comprehension and vocabulary between an experimental group and a control group depending upon the teaching approaches (experimental vs. traditional). The result of the study indicates that the experimental teaching approach which intensifies speed reading and pleasure reading techniques as well as 4 other essential techniques of reading comprehension is more effective than the traditional one in teaching and learning reading comprehension.