• International journal of advanced smart convergence
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• 제9권3호
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• pp.272-283
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• 2020

Hashtags (#) have received a great deal of attention from academia and industry as an effective digital tool for engaging social media users and facilitating electronic word-of-mouth for brands. We delved into motivations concerning people's brand-related hashtag-posting behavior on social media. The findings revealed three motivations for posting brand-related hashtags on social media: social acceptance, brand altruism, and incentive seeking. Additionally, we examined the relationships between motivations and brand relationship variables. The results showed that social acceptance and brand-related altruism predicted all of the five relationship variables (i.e., brand attitude, brand trust, brand affective and calculative commitment and brand loyalty), while incentive-seeking predicted brand calculative commitment and brand loyalty. The findings of the study provide some meaningful insights into the development of brand communication strategies and help marketers capitalize on social media platforms to achieve higher user involvement.

• 유통과학연구
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• 제20권11호
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• pp.33-45
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• 2022

Purpose: The development of online shopping trends in Indonesia is increasing, and Tokopedia is becoming one of the most popular e-commerce websites. The purpose of this study is to obtain empirical evidence whether mobile shopping, customer review, perceived credibility, and Korean celebrity endorsement affect online purchase decision, whether online purchase decision affects customer satisfaction, and whether customer satisfaction affects brand loyalty of customers in Tokopedia e-commerce. Research Design, data and methodology: Quantitative survey with data was collected using an online questionnaire with sample characteristics were Tokopedia customers who lived in Jakarta by 385 samples using the purposive sampling method, and data analysis was conducted using the Smartpls application program version 3.0. Results: Mobile shopping, customer review, and perceived credibility had positive effects on online purchase decision at Tokopedia in Jakarta. However, Korean celebrity endorsement did not have a positive effect on online purchase decision at Tokopedia in Jakarta. Furthermore, online purchase decision had a positive effect on customer satisfaction at Tokopedia in Jakarta, and customer satisfaction had a positive effect on brand loyalty at Tokopedia in Jakarta. Conclusions: This study proposes significant implications for maintaining customer relationships to achieve purchasing decision, customer satisfaction, and brand loyalty in the e-commerce industry.

• 패션비즈니스
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• 제8권1호
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• pp.133-140
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• 2004

In order to compare the pattern sizes of toddlers' brands, the apparel size #95 and #100, #110 were surveyed, while upper body lengths, bust circumferences and waists, hip circumferences, shoulder length, sleeve length, neck circumferences of toddlers' underwears were examined. As a result, it was found that upper body lengths, chest circumferences and lower body lengths of toddlers' underwears differed more or by $2.0cm{\sim}3.0cm$ among brands than other sizes. In case of underwear size #95, the average upper body length was 32.8cm; the upper body size of "c" brand was longest or 33.5cm, while that of "e" brand was shortest or 32.0cm. In case of size #80, the average upper body length was 36.0cm; the upper body size of "a" brand was longest or 37.0cm, while that of "e" brand was shortest of 35.0cm. Such findings may be attributable to the fact that the main customers of "a" and "b" brands whose pattern sizes are larger are middle or lower class people who tend to buy larger toddlers' apparels than their children's actual body sizes. In contrast, "e" brand seems to target the upper class who prefers the apparels almost fitting their children's actual body sizes.

• 패션비즈니스
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• 제7권5호
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• pp.101-107
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• 2003

In order to compare the sizes of infants;brands, the apparel size #70 and #80, #90 were surveyed, while upper body lengths, bust circumferences and waists, hip circumferences, shoulder length, sleeve length, neck circumferences of infants' underwears were examined. As a result, it was found that upper body lengths, chest circumferences and lower body lengths of infants' underwears differed more or by $2.0{\sim}3.0cm$ among brands than other sizes. In case of underwear size #70, the average upper body length was 32.8cm; the upper body size of "c" brand was longest or 33.5cm, while that of "e" brand was shortest or 32.0cm. In case of size #80, the average upper body length was 36.0cm; the upper body size of "a" brand was longest or 37.0cm, while that of "e" brand was shortest of 35.0cm. Such findings may be attributable to the fact that the main customers of "a" and "b" brands whose pattern sizes are larger are middle or lower class people who tend to buy larger infants' apparels than their children's actual body sizes. In contrast, "e" brand seems to target the upper class who prefers the apparels almost fitting their children's actual body sizes.

• 대한안전경영과학회지
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• 제12권2호
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• pp.139-146
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• 2010

The advent of Internet has greatly increased the ability of companies to conduct their business faster, more accurately, over a wider range of time and space, at reduced cost and with the ability to customize and personalize customer offerings. However it may be difficult for companies to sustain a long-run survival in competition environment of e-business. The purpose in this study is to analyze the relationship among site loyalty characteristics, customer's repurchasing intention and switching intention of internet shopping mall. The results showed that reputation variables of internet shopping mall only affected significantly e-loyalty. And the relationship among e-brand loyalty, customer's repurchasing intention and switching intention was significantly supported.

• 한국의류산업학회지
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• 제22권3호
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• pp.357-367
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• 2020

This study collected the basic data required to develop a slim-fit jeans pattern for upper grade elementary school girls. First, a fit evaluation was made by selecting five slim-fit jeans of ready-to-wear brands. Subjects were four girls aged 11-12 with an average body size that evaluated the appearance and motion functionality of five brands of jeans. Five experts also evaluated their appearance. Second, pattern sizes were analyzed and compared with the average size of upper grade elementary school girls by measuring the pattern sizes of five brands jeans. As a result, Brand A received a high score in appearance and motion functionality. Brand E scored high with Brand A in appearance, while Brand E had the lowest score in motion functionality. For most of the five brand jeans, (+) ease was added to include a wide range of body sizes for upper grade elementary school girls, but the hip circumference, thigh circumference, and knee circumference of Brand E jeans were smaller than the average size of girls. The (-) ease was applied to make the figure look slim, which resulted in a high appearance score. However, since Brand E received a low score in the motion functionality, it could be seen that the (-) ease was not suitable for subjects although the material was stretchable. The result of this study will be used to develop a slim-fit jeans pattern suitable for upper grade elementary school girls.

• 한국컴퓨터정보학회논문지
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• 제16권1호
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• pp.211-218
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• 2011

고객관계 관리는 일련의 과정 및 특정고객과 장기적인 관계를 정립하여 이윤을 추구하는 영업전략 지원 시스템으로 구성되었다. 성공적인CRM 전략은 예외 없이 고객자료 및 정보통신 기술에 기반 하여 형성된다. 최근들어 인터넷이 생활화되고, IT기술이 급속히 발달하면서 고객관계관리가 인터넷상에서 이루어지는 e-CRM이 등장하게 되었다. 이 연구를 통해 e-쇼핑몰에서의 e-CRM의 가 구성요소들이 소비자의 고객만족과 충성도에 어떠한 영향관계를 미치는지 조사한다. 그리고 e-CRM구성요소들을 통한 고객의 만족이 인터넷을 통한 구전효과나 구매선택에 어떠한 영향을 미치는지 알아보았다.

• 감성과학
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• 제18권4호
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• pp.87-98
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• 2015

최근 국내 의류 시장에서 SPA 브랜드의 급격한 성장을 기반으로 관련 업체들이 기존 의류 이외에 다른 종류의 다양한 제품(SPA 브랜드 확장)을 출시하는 추세이다. 이와 같은 추세 이면의 심리적 기제를 알아보기 위해서 본 연구는 SPA 브랜드 확장에 대한 소비자 정보 처리 과정을 개념적으로 (1) SPA 브랜드 확장과 원 SPA 브랜드 간의 유사성 지각과 (2) 평가(태도와 구입의향)로 구분하였다. 이후 가상의 3종류 SPA 브랜드 확장(저, 중, 고 유사성 조건)에 대한 소비자의 유사성 지각 과정과 평가를 각각 아이트래커와 자기 보고식 설문지를 이용해 측정하였다. 통계 분석 결과, SPA 브랜드 확장의 유사성 지각 과정에서 외적 정보 탐색량과 정보 처리 수준은 '중>저>고 유사성 조건' 순으로 차이를 보였다. 또한 SPA 브랜드 확장에 대한 태도와 구입의향은 '고=중>저 유사성 조건' 순으로 높은 것으로 나타났다. 이와 같은 결과는 SPA 브랜드 확장에 대한 평가가 유사성 지각 정도와 유사성 지각 과정에서 투입된 인지적 노력량에 영향을 받는다는 점을 제안한다.

• 한국실내디자인학회논문집
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• 제24권3호
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• pp.104-112
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• 2015

This study purposes drawing changing tendency of apartment kitchen areas and character of that by figuring out type, form and per period cause of change of brand apartment kitchen areas. I adopted subject of study as the six leading construction companies considering the apartment rankings of brand and subcontract from 2001 to 2015 when brand apartment was activated(Samsung C&T corporation Raemian, Daelim Industrial Co., Ltd E-pyeonhansesang, Daewoo E&C Prugio, GS E&C XI, Posco E&C The sharp, Hyundai E&C Hillstate) and analyzed kitchen plane of $84m^2{\sim}102m^2$ housing units which were in great demand from apartment housing market. Also, I drew changing trends of kitchen areas by conducting a model house field survey. Through this study result, I will expect the utility of baseline data which is necessary for space development by figuring out kitchen culture, flows and cause of change.

• 복식
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• 제66권2호
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• pp.45-60
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• 2016

As a method to satisfy needs and emotions of consumers who pursue diversity, the use of Kitsch in the fashion industry has been increased. Previous studies on Kitsch fashion have focused on qualitative research on the characteristics of Kitsch product, and little empirical researches have been conducted on consumer attitude such as consumer response to Kitsch products and brand equity. Therefore, the purpose of this study are 1) to investigate comparisons of experiential values (i.e., Aesthetic, Amusing, Cultural) with Kitsch product moderated by consumers' characteristics (i.e., consumer uniqueness, fashion involvement), and 2) to explore the relationship between experiential values and brand equity. Factor analysis, reliability analysis, ANOVA, and structural equation model using SPSS 18.0 and AMOS 18.0 were used for the data analysis. 210 questionnaires were analyzed for this study. The results of this study were as follows. First, significant difference in aesthetic values of Kitsch products were shown. Kitsch Product with nostalgic characteristics has higher aesthetic values than others. Specifically differences in experiential values with Kitsch product were partially moderated by consumers' characteristics (i.e., consumer uniqueness, fashion involvement), Second, cultural value had a positive influence on brand awareness, while amusing and cultural values had a positive influence on brand image. Also aesthetic and amusing values had a positive influence on brand loyalty. Academic and business implications were discussed from this study.