• The Research Journal of the Costume Culture
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• v.30 no.1
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• pp.121-144
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• 2022

This study analyzed the effects of fashion creators' innovativeness and attractiveness on consumer response and orientation toward a sustainable relationship in personal media. A survey was conducted with consumers aged in their 20s and 30s who had experience in sharing video content or writing comments and participating in fashion creators' real-time broadcasting of personal media. The results show that the innovativeness of fashion creators was classified into originality, opinion leadership, variety, and adventurous spirit, while attractiveness was classified into physical, social, and professional attractiveness. Consumer responses were classified into either emotional or cognitive responses, and sustainable relationship orientation was classified into communication, sharing, and relationship sustainability. The originality and variety of the fashion creators positively affected the emotional and cognitive responses of consumers. Adventurous spirit positively affected emotional response, whereas opinion leadership positively affected cognitive response. In addition, the social and professional attractiveness of fashion creators positively affected consumers' emotional and cognitive responses. Emotional and cognitive responses positively affected consumers' sustainable relationship orientation. The originality and opinion leadership of the fashion creators positively affected the three factors of sustainable relationship orientation, while variety positively affected communication and relationship sustainability. Fashion creators' social and professional attractiveness positively affected the three factors of sustainable relationship orientation, and physical attractiveness positively affected relationship sustainability. The results of this study are expected to provide useful data on the direction of fashion startups using personal media and marketing as well as distribution strategies in the fashion industry.

• Korean Journal of Human Ecology
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• v.23 no.2
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• pp.343-355
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• 2014

This study explores the characteristics of fashion flagship stores from the consumer's viewpoint, examines the differences by brand type in the flagship store characteristics, store experience, in-store emotion, and the post-visit brand response, and compares those of the flagship store with other stores of the brand. Flagship stores of the four brand types including luxury, SPA, retail, and national brands were selected for the online survey. Data from 537 respondents who visited and selected one of those stores were analyzed. Five factors including facility/service, scale/product lines, brand identity, location, and publicity were extracted from the characteristics of flagship store. There were differences in the perceived flagship store characteristics by brand type; The luxury and retail brands were more highly perceived in facility/service comparing to the SPA brand. Store experience and brand response were also different by brand type; Perceptions of the luxury brand were also higher than of the SPA brand. Overall, consumer responses to the luxury brand were higher than to the SPA brand. Consumer responses to the flagship store were higher than to other stores of the same brand. The study discusses further implications.

• The Journal of the Korea Contents Association
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• v.6 no.10
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• pp.163-173
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• 2006

It is frequent to develop the fashion product through predict purchasing needs of consumers in Textile and Fashion Industry. If failed in its prediction, that is, if consumers would not purchase the product, there comes some problems that big sale is inevitable or stock increase tremendously. Otherwise, Quick Response System allows that the company observe the consumer's needs consistently and design products and establish manufacture schedule rapidly so that they could prohibit the products unnecessarily stocked. Consumer's preference is collected and analyzed through the data generated by POS system, and this is provided to the related manufacturer through network in realtime, so that the manufactures could merchandise, produce and provide the products according to the consumer's need. Thus, this study developed POS system-education program, that is, the merchandising of apparel product, product by prediction, retailer, purchase behavior, reduction in stock inventory and product lead time, cooperative system between apparel company and retailer, and conformation to the consumer's needs are included in this program, through binding the new technology in textile and fashion industry for the purpose of Quick Response system.

• Journal of Fashion Business
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• v.6 no.3
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• pp.52-59
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• 2002

Companies desire to increase total profits. Consumer's buying behavior depends on the nature of the product just like look, touch, and feel of fabric in apparel shopping on-line with Quick Response based mass-customization. The purpose of this study is to investigate the consumer's texture sensibility from textile image under on-line environment in order to give the direction for marketing strategy in apparel ebusiness. Total 8 kinds of textile swatches representing each of 8 texture-sensibility-axes were selected for this research on the basis of finding in previous studies. The analyses of 60 questionnaires were conducted by frequency, mean, and standard deviation using SPSS 10.0. The results of this research were as follows: Under on-line environment, consumers recognized Homespun as natural, strong, and warm texture sensibility, but not as glossy, and transparent. Oxford was recognized by consumers as refreshing, and plain texture. Consumers recognized Muslin as flat and refreshing, Melton not as transparent but as warm, strong, dense, and natural, Habutae as thin, transparent, refreshing, flat, glossy, and soft, Linen as sandy, Suede not as transparent but as strong, and warm, and Terry as warm, and dense.

• Proceedings of the Korean Society for Emotion and Sensibility Conference
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• 2009.05a
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• pp.177-180
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• 2009

This study investigates the perception of different fabrics by consumers when provided with a video clip with rustling sounds of the fabric. We utilized sportswear products that are currently on the market and evaluated the emotional response of internet shoppers by measuring the physiological and psychological responses. Three kinds of vapor-permeable water-repellent fabric were selected to generate video clips each containing the fabric rustling sound and images of exercise activities wearing the sportswear made of the respective fabric. The new experimental website contained the video clips and was compared with the original website which served as a control. 30 subjects, who had experience to buy clothing online, took part in the physiological and psychological response to the video clip. Electroen-cephalography (EEG) was used to measure the physiological response while the psychological response consisted of evaluating accurate perception of the fabric, satisfaction, and consumer interest. When we offered video clips with fabric's rustling sound on the website, subjects answered they could get more accurate and rapid information to decide to purchase the products than otherwise they do the shopping without such information. However, such rustling sounds somewhat annoy customers, as proved psychological and physiological response. Our study is a critical step in evaluating the consumer's emotional response to sportswear fabric which will promote selling frequency, reduce the return rate and aid development of new sportswear fabric further evolution of the industry.

• Korean Management Science Review
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• v.32 no.3
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• pp.55-70
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• 2015

The main objective of this study is to investigate the moderating roles of the competitor's pricing strategy and the degree of consumer's risk-aversion on perceived risk and perceived benefit in responding to price increases and package downsizing. Based on Prospect Theory, several prior researches find that consumers perceive increased price as more loss than package downsizing and perceive package downsizing as more benefit than increased price. We extend these behavioral economics approach using the reference effect of competitor's pricing strategy. We focus on consumer heterogeneity on risk-aversion, measure the degree of consumer's risk-aversion, and divide the consumers into two groups of high levels of risk-aversion vs. low levels of risk-aversion. We find that the firm's pricing strategies of both price increases and package downsizing do not significantly influence the perceived benefit for relatively low risk-aversion consumers. We find that when the firm reduce the package size, relatively high risk-aversion consumers perceived more benefit and had higher purchase intention compared to price increases. We also find that the competitor's pricing strategies do not significantly influence the consumer's response for relatively low risk-aversion consumers. For relatively high risk-aversion consumers, they perceived more loss when the firm has different pricing strategy from the competitor's.

• Journal of the Korean Society of Costume
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• v.23
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• pp.169-181
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• 1994

The Purpose of this study is to help the neck-tie business enterprise establish the reasonable marketing strategy meeting consumer' needs by grasping their characteristic of purchasing neck-ties and their attitudes toward trademarks. The findings of this study are as follows : 1. It was shown that the neck-tie enterprise tended to appeal to megazines, catalogues , etc as promotional politics, while the tips obtained by consumers would come from the showcase at the purchasing place. and the consumer showed a positive response to the salesperson's advice. For this result, it is required to place further emphasis on the marketing policy such as the display of products at the store or the education of sales persons. 2. It was shown that the consumer tended to use the department store as the purchasing place remarkably, and so it could be found that the use of the department store is becoming generalized to the consumer. But is was shown that the consumer sensitive to prices tended to make use of the marketplace as the purchasing place, so the practical marketing strategy should be established in relation to this trend. 3. The important elements excreting an influence on the consumer's purchasing the neck-tie were shown to be in orders of design > color> harmony > with suit > price > quality, and the product differentiation policy used by the business enterprise to appeal to the consumer was shown to be in orders of design >color > quality > material > price. Accordingly , it was consistent with the consumer's criterion for choice to an extent. 4. It was shown that the selling price for the neck-tie brand actually was higher for imported or technically cooperated brands than for the home-made brand. Thus, the consumer's perception of the price for the neck-tie was consistent with in this regard, consumers did not feel some difference in quality between the home -made neck-tie brand and the imported or technically cooperated neck-tie brand . Therefore, it is important to produce the product capable of satisfying the consumer's need by manufacturing the own brand on basis of impored technology.

• Journal of Families and Better Life
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• v.34 no.4
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• pp.139-156
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• 2016

This study uses S-O-R framework to examine the relationships among consumers' perception of economic benefits, usefulness, privacy risks, switching cost, and emotions and continued intention usage. Results from an online survey of 324 qualified respondents were analyzed using the structural equation model. The results of the survey showed that first, perceived economic benefits and perceived usefulness has a positively effect on consumers' positive emotions. Second, perceived privacy risks have a negative effect on consumers' positive emotions. Third, perceived usefulness has a negative effect on consumers' negative emotions. Fourth, perceived switching cost has a positive effect on consumers' negative emotions. Fifth, consumers' positive and negative emotions have an effect on continuous usage intention. Sixth, consumers' positive and negative emotions have a mediating effect. The S-O-R model can explain consumer's continued intention to use mobile payment services. The study analyzed the emotional elements of mobile payment services. Emotional elements through mobile payment services can be applied to other financial services. Therefore, this study can guide emotional related practices with various future consumer electronic services.

• Journal of the Korean Society for Precision Engineering
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• v.33 no.5
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• pp.349-356
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• 2016

This study investigates the effects of convergence firefighter helmet attributes on consumer attitude toward the product and willingness-to-pay. The results of empirical analysis are as follows. First, consumer attitude toward the convergence product is more favorable when conciseness, economical efficiency, and the utility value of the convergence product's attributes are high, while consumer attitude toward the convergence product is less favorable when the perceived risk of the convergence product's attributes is high. Second, consumer willingness-to-pay for the convergence product is higher when conciseness, economical efficiency, and the utility value of the convergence product's attributes are high, while consumer willingness-to-pay for the convergence product is lower when the perceived risk of the convergence product's attributes is high. Based on our results, the implications are discussed for the further development of convergence products.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2001.10a
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• pp.184-187
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• 2001

The purpose of this study is to find the perceived risk which influences consumers' purchase attitudes so that consumers' participation in electronic commerce could be enhanced. Consumer behavior involves risk in the sense that any action of a consumer will produce consequences which one cannot anticipate, and some of which are at least likely to be unpleasant. The types of perceived risks are financial risk, performance risk, social risk, psychological risk, time loss, opportunity loss, privacy risk, fashion loss, delivery risk, seller's response risk and seller's fraud risk The findings are as follows: $\circled1$ The financial risk, performance risk, time loss, delivery risk, seller's response risk and seller's fraud risk have negative effects on the consumers' purchase attitudes. $\circled2$ There is no difference in the level of perceived risk according to the demographic factors such as age, education and income level.