• The Research Journal of the Costume Culture
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• v.24 no.3
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• pp.385-398
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• 2016

In a world where opportunities and chances are common, the phenomenon referred to as "generation maybe" describes people in their 20s and early 30s who are usually being indecisive. With the increase in breadth of information and choices, the number of people who are hesitant in deciding whether to purchase increases at a fast pace, as does the number of products and services targeting this group. In order to enhance our understanding of the phenomenon of consumer hesitation, this study explores contextual factors and consumer characteristics that affect consumer hesitation in the purchase decision-making process. Specifically, this study examines whether seven contextual factors, self-determination tendencies, and five decision-making styles influence consumer hesitation in the product decision making process. An online survey was administered to test our research questions. A total of 309 Korean consumers (female=48.9%) aged from 20 to 35 were surveyed. A regression analysis revealed that four contextual factors (product involvement, need for information on alternatives, relative price, and uncertain need), two sub-dimensions of self-determination (perceived competence and relatedness), and two decision-making styles (price seeking and advice seeking) have noticeable influences on consumer hesitation. We also found that the degree of consumer hesitation positively influences consumer post-purchase satisfaction. The study concludes with discussions and practical implications.

• The Research Journal of the Costume Culture
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• v.24 no.2
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• pp.248-262
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• 2016

Most Korean companies in the fashion industry are SMEs, and the role of the CEO and management ownership is important for enhancing the firm's competence and developing strategies. The study aims to examine the effect of management ownership on company financial growth. In particular, the study focuses on the moderating effect of company age and size on Korean fashion SMEs' financial outcomes. Financial data based on company financial statements from 2012 to 2014 was collected by the Data Analysis, Retrieval and Transfer System of Korea's Financial Supervisory Service. A total of 295 companies' (domestic fashion businesses) data was analyzed by the bootstrap method. The median sales value in the financial year 2014 was 47,492,403,958 KRW, and the company size was divided by it. The companies were in business for an average of 20 years. According to the results, the management ownership had a negative effect on Compound Annual Growth Rate (CAGR) for the three-years, and the relationship between the two variables was moderated by company age. Additionally, the interaction effect of management ownership and company age on 3-CAGR was also moderated by company size. When the companies had spent only a few years in business, a negative effect of management ownership for small firms and a positive effect of management ownership on financial growth for medium firms were found. These results suggest that small companies starting business need to manage their company governance structure to make flexible decisions, and after retaining financial growth, the companies can expand their businesses based on strong ownership.

• Journal of Fashion Business
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• v.17 no.1
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• pp.98-113
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• 2013

This study is an attempt to analyze the daily life of the Western-yearning Seoul citizens and the inflow of the Western culture into certain social classes. The customs of the characters in the film are studied to illustrate the process of deconstruction of Korean traditional clothes due to the Western influence. The combined application of the Western and Korean styles is also observed. All this study leads to the sense of homogeneity of the times and the conformity to the culture the Korean women shared, which boils down to the social identity of the Korean women who sought an escape from the men-centered social structure by displaying their competence in the field of global modern fashion. As Seonyeong Oh, the main character of the film, , was wearing in the movie the Korean traditional dress, socks, rubber shoes, and then a western-style coat, it well shows that in 1950's, the traditional dress and ornaments were mixed with Western styles. In time, men's wear were completely changed from the traditional Korean clothes to suits, while women's could not break off from the traditional clothes and become westernized, which indicates that the men-centered conservative ideas to keep women within the feudal regime of the society remained. The military look of Seonyeong Oh while she was acting in the society was a symbol of anti-bias against women and anti-convention as well as the will of freedom as an independent woman. Besides, the modern girls would wear clothes of military fashion, Dior's trapeze line, and knit styles flattering the figures. All these well show their desires to embrace Western cultures, especially their dress fashions as well as manners as so-called enlightened ladies. All these elements show that the director was trying to represent the progress of the drama, characters, and psychological states by means of the dress and ornaments.

• Journal of Fashion Business
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• v.15 no.5
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• pp.87-102
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• 2011

The research intends to exploit a strategy method of personal branding improving a personal value for construction of a personal image. As an assessment, the model of construction strategy of personal branding is developed in four steps of a model, construction of personal branding, by using elements of personal image and researching about personal branding strategy of scholars. In order to substantiate a validity of presented model, the case analyses of Martha Stewart. The strategy of four steps for construction of effective personal image is explained below. First step is an analysis of personal brand equity, deciding a direction of the concept of a personal branding through analyzing into a core value and core competence of one. Second step is a personal brand identity, constructing personal specification and identity with elements of personal image by using effective strategy, being able to be perceived to population. Third step is a personal brand positioning, constructing competitive brand image by using analysis of SWOT and strategy STP. Fourth step is a promotion of personal brand, advertising and extending a brand image of one by using a public activity and communication methods such as publication, mass media, and social network. By using the four kinds of processes, constructed strategy of a personal brand will be significant for construction of an effective personal image by having increment of a value and power of the brand.

• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.5
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• pp.623-634
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• 1999

The purpose of this study is to explore the culture of clothing of subgroups among adolescents by residence. In this research informants were selected by selective sampling and ethnographic methods such as field work depth interviews and open-ended descriptions were employed to interpret their culture of clothing. The results were followed. First our adolescents enjoyed the popular song as leisure and these popular culture was their inspiration source of style. Second adolescents were grouping the Kang-Bouk and the adolescents group preferred the style of popular singers and the Kang-Nam adolescents group preferred the musical competence of singers and specific type particularly Hip-Hop style. And in acception pattern of fashion style the Kang-Bouk groups accepted the recent fashion style continuously and wanted to be striking while the Kang-Nam groups accepted the various Hip-Hop styles and sought to comfort and suitability of that style. Third to consider the connotations of marketing the Kan-Bouk groups shopped on the street perceived as fashionable among peer groups and sought to the lower price but the Kang-Nam groups used the shops selling their original ip-Hop style without regard to the price and sites. Although there existed a two years' difference between the first and the second research(1996-1998) subgroups among adolescents according to the residence have had their own culture of clothing constantly. And a segmentation tendency by clothing behavior within the same adolescent generation is revealed more visibly.

• Journal of Fashion Business
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• v.21 no.6
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• pp.31-46
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• 2017

This study views the people's propensity to rely on others' evaluations as the interpersonal trust online despite a lack of personal interactions. Therefore, this study explores the underlying dimensions of interpersonal trust and examines how interpersonal trust influences trust in the e-tailer and behavioral intent. Data of 395 adults who had purchased apparel goods online were collected nationwide using an online questionnaire. Exploratory and confirmative factor analysis identified five underlying constructs of interpersonal trust online such as peer identification, ability, integrity, shared lifegoals, and benevolence. A structural equation modeling test was conducted to examine the relationships between interpersonal trust, trust in the e-tailer, and behavioral intent. Interpersonal trust influenced on trust in the e-tailer, specifically on trust in the e-tailer's competence which subsequently increased a customer's behavioral intent such as attitude toward the e-tailer and shopping intention. Although no direct effect of interpersonal trust on the behavioral intent was found, interestingly, the effects of the interpersonal trust on the e-tailer trust which derived the behavioral intent to purchase. This result suggests that marketers devise a more effective system and environment that can encourage the interpersonal trust between customers to build a strong trust in e-tailers. It also provides a theoretical framework of online trust in the way of classifying interpersonal trust and trust in e-tailers.

• Asia Marketing Journal
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• v.7 no.3
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• pp.161-176
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• 2005

Ever since Parkland corporation went into domestic men's fashion market with his own brand 'Parkland' in 1988, the company accomplished enormous sales increase compared to competitors and attained steadfast positioning as a leading brand with competence. This case study deals with the parkland's systematic efforts mainly focused on integrated business innovation such as production, distribution, and management innovation, and shows Parkland's differentiated marketing strategy which leads to outstanding business performance. And, strategic implications to succeed in the long run are followed.

• Archives of design research
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• v.12 no.4
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• pp.33-44
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• 1999

Fashion is subjected to newness and change by itself. Fashion trend and tendency which could predict next season akeady indicated that digital and cybel11ation environment lliould be factors in fashion. Changes in future life styles and values caused by digital environment must be variables as fashion objects by themselves. Therefore digital environment of a fashion itself and that all encountered in fashion will not only be an existing situation but also an objective and a factor which must be pursued with fashionable sense in future fashion. Advanced technology and social change in relation to digital environment requires that educational method as well as its content will be changed on the scene of education for future. Thus we should seek an educational direction in fashion design for future society in which digital environment requires new paradigm. Subject to these backgrounds this study has an intension to study the change in fashion extensively influenced by expanded digital environment on a limited situational level of fashion design education and to suggest an educational direction for professional in future fashion design who will serve as a core of fashion area in the future. It is essential that education of professional in fashion for future should be achieved by digital-minded level that eagerly understands and accepts future society in which digital environment will be a main axis. It is necessary for this to make them expetience computers, digital media including CAD program. We have to note that education of digital media is more effective and applicable when accomplished in CAI level which can be related and expetienced with fashion education rather than mere functional training in media themselves. Intellectual creativity will be a vety source of producing values and national competence in 21st centtury. Education of design professional in fashion area must positively accept these environmental charactetistics in future society, as well as deeply reflect the education for the future.

• Journal of Global Scholars of Marketing Science
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• v.20 no.2
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• pp.188-198
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• 2010

This study attempts to examine the influence that negative WOM (NWOM) has in an online context. It specifically focuses on the impact of the service failure description and the perceived intention of the communication provider on consumer evaluations of firm competence, attitude toward the firm, positive word of mouth and behavioral intentions. Studies of communication persuasiveness focus on "who says what; to whom; in which channel; with what effect (Chiu 2007)." In this research study, we examine electronic web posting, particularly focusing on two aspects of "what": the level of service failure communicated and perceived intention of the individual posting. It stands to reason electronic NWOM that appears to be trying to damage a product’s or firm's reputation will be viewed as more biased and will thus be considered as less credible. According to attribution theory, people search for the causes of events especially those that are negative and unexpected (Weiner 2006). Hennig-Thurau and Walsh (2003) state "since the reader has only limited knowledge and trust of the author of an online articulation the quality of the contribution could be expected to serve as a potent moderator of the articulation-behavior relationship. We therefore posit the following hypotheses: H1. Subjects exposed to electronic NWOM describing a high level of service failure will provide lower scores on measures of (a) firm competence, (b) attitude toward the firm, (c) positive word of mouth, and (d) behavioral intention than will subjects exposed to electronic NWOM describing a low level of service failure. H2. Subjects exposed to electronic NWOM with a warning intent will provide lower scores on measures of (a) firm competence, (b) attitude toward the firm, (c) positive word of mouth, and (d) behavioral intention than will subjects exposed to electronic NWOM with a vengeful intent. H3. Level of service failure in electronic NWOM will interact with the perceived intention of the electronic NWOM, such that there will be a decrease in mean response on measures of (a) firm competence, (b) attitude toward the firm, (c) positive word of mouth, and (d) behavioral intention from electronic NWOM with a warning intent to a vengeful intent. The main study involved a2 (service failure severity) x2 (NWOM with warning versus vengeful intent) factorial experiment. Stimuli were presented to subjects online using a mock online web posting. The scenario described a service failure associated with non-acceptance of a gift card in a brick-and-mortar retail establishment. A national sample was recruited through an online research firm. A total of 113 subjects participated in the study. A total of 104 surveys were analyzed. The scenario was perceived to be realistic with 92.3% giving the scenario a greater than average response. Manipulations were satisfactory. Measures were pre-tested and validated. Items were analyzed and found reliable and valid. MANOVA results found the multivariate interaction was not significant, allowing our interpretation to proceed to the main effects. Significant main effects were found for post intent and service failure severity. The post intent main effect was attributable to attitude toward the firm, positive word of mouth and behavioral intention. The service failure severity main effect was attributable to all four dependent variables: firm competence, attitude toward the firm, positive word of mouth and behavioral intention. Specifically, firm competence for electronic NWOM describing high severity of service failure was lower than electronic NWOM describing low severity of service failure. Attitude toward the firm for electronic NWOM describing high severity of service failure was lower than electronic NWOM describing low severity of service failure. Positive word of mouth for electronic NWOM describing high severity of service failure was lower than electronic NWOM describing low severity of service failure. Behavioral intention for electronic NWOM describing high severity of service failure was lower for electronic NWOM describing low severity of service failure. Therefore, H1a, H1b, H1c and H1d were all supported. In addition, attitude toward the firm for electronic NWOM with a warning intent was lower than electronic NWOM with a vengeful intent. Positive word of mouth for electronic NWOM with a warning intent was lower than electronic NWOM with a vengeful intent. Behavioral intention for electronic NWOM with a warning intent was lower than electronic NWOM with a vengeful intent. Thus, H2b, H2c and H2d were supported. However, H2a was not supported though results were in the hypothesized direction. Otherwise, there was no significant multivariate service failure severity by post intent interaction, nor was there a significant univariate service failure severity by post intent interaction for any of the three hypothesized variables. Thus, H3 was not supported for any of the four hypothesized variables. This study has research and managerial implications. The findings of this study support prior research that service failure severity impacts consumer perceptions, attitude, positive word of mouth and behavioral intentions (Weun et al. 2004). Of further relevance, this response is evidenced in the online context, suggesting the need for firms to engage in serious focused service recovery efforts. With respect to perceived intention of electronic NWOM, the findings support prior research suggesting reader's attributions of the intentions of a source influence the strength of its impact on perceptions, attitude, positive word of mouth and behavioral intentions. The implication for managers suggests while consumers do find online communications to be credible and influential, not all communications are weighted the same. A benefit of electronic WOM, even when it may be potentially damaging, is it can be monitored for potential problems and additionally offers the possibility of redress.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.9
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• pp.979-990
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• 2012

This study explores the correlation between personality traits, customer orientation, job satisfaction, and job performance. This study examines the impacts of personality traits and customer orientation on job satisfaction and job performance. Data were collected using a questionnaire survey. A convenience sample was drawn from salespeople working for department stores in Daegu and Pohang between September $1^{st}$ to $7^{th}$ 2011. A total of 337 responses were complete and usable questionnaires. Data were tested through factor analysis, correlation analysis, and regression analysis, using SPSS 12.0. Three main points are shown through this study. First, the correlation of all five factors extracted from salespeople personality traits with customer orientation was statistically significant. Personality traits and customer orientation were partially correlated with job satisfaction or job performance. Second, the regression analysis was conducted to examine the influence of personality traits and customer orientation on job satisfaction; subsequently, only two factors extracted from customer orientation (consideration for customers and customer-centered thinking) were significant predictors of job satisfaction. Third, the result of the regression analysis between personality traits and job performance showed that the most influential predictor of job performance was conscientiousness, followed by likeability, openness and introversion. The most influential factor between customer orientation and job performance was competence in providing product information, followed by consideration for customers, customer-centered thinking, and a reliability-focused response.