• Fashion & Textile Research Journal
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• v.16 no.4
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• pp.564-579
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• 2014

Packaging of shopping bag is a 'silent salesman' which plays an important role in marketing communication due to the increase of self-service outlets and changing lifestyles of customers. Retail shopping bags, which are defined as bags provided by retailers to customer as a means of transporting merchandise, are a type of secondary packaging. This study explored the effect of a fashion product's shopping bag types in sense of shopping value, customers' response, attitude toward advertising, and purchase intention. Data was analyzed by factor analysis, frequency analysis, correlation, structural equation modeling using SPSS 18.0 and AMOS 18.0. The results of this study were as follows. Consumers' responses about shopping bags show that there are some differences between consumers who have either hedonic or utilitarian shopping value. Hedonic shopping value influences on consumers' response as unique, interesting, and attention; however utilitarian value affects prestige in addition to those four significant factors. Therefore, this study shows that consumer response is different in accordance with shopping value. Thus, using the various types of shopping bags can be influenced on effective advertising. It will also great effect on marketing activity with lower cost. The significant result from this study has proven that the shopping bag is correlates to the definition of pop art today because it can offer an opportunity to look at, play with and buy sophisticated visual stimulus. Therefore, retail and brands have to concern about shopping bag considering their decisive role in the apparel market.

• The Journal of Industrial Distribution & Business
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• v.9 no.2
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• pp.57-63
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• 2018

Purpose - This research examined the effect of hedonic and utilitarian eating-out motivations on the evaluation of restaurant selection attributes in a fashion premium outlet. Additionally, the influence of experimental and functional attributes on customers' preference for hedonic eating-out motives and utilitarian eating-out motives, and variation of moderating effects through the gender was examined. Research design, data, and methodology - A survey was conducted to verify the established research hypothesis. The questionnaire items for the research were modified to fit the situation of the present study. In order to elaborate the questionnaire, the literature of the previous researchers was reviewed and supplemented. The survey conducted 207 online questionnaires for consumers who have visited domestic fashion premium outlets from July 4, 2017 to July 27, 2017. A total of 207 questionnaires were collected, and a total of 206 questionnaires were used for the empirical analysis after excluding one inappropriate response. In order to verify the reliability and validity of the measured variables, exploratory factor analysis and reliability analysis were performed using SPSS 20.0. Next, the structural equation model (SEM) statistical method was used to test the hypotheses of the study. Results - Hedonic motivation had more influence on experimental attribute importance than the functional attribute importance of the restaurant. However, this result was different depending on the gender. The effects of hedonic motives on empirical attributes were more influenced by female groups, and when influencing functional attributes, male groups were more influenced. However, it was statistically significant (p <0.05) in the female group only when the hedonic eating out motives influenced empirical attributes. Conclusions - This study analyzed the effect of eating-out motivation on the restaurant preference attributes and suggested practical implications. First, customers with hedonic eating-out motivations were evaluating experiential attributes to be more important than functional attributes. Second, for customers who are motivated to use practical eating-out habits, companies should provide services that meet practical and economic needs. In particular, female customers visiting restaurants need differentiated marketing strategies that make them feel new experiences rather than practical ones. In addition, it is necessary to study more complex and integrated studies which will influence restaurant selection attributes of premium outlets customers by adding various eating out motives and selection attributes.

• Journal of Distribution Science
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• v.17 no.1
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• pp.95-103
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• 2019

Purpose - Recently, many theoretical researches suggested that arts-based marketing strategies provide many benefits for marketers to differentiate their brand or product from others. However, there has been little research focusing on consumers' response types from artwork (artifact-emotion appraisal; A-emotion vs. represented world-emotion appraisal; R-emotion). In order to deepen our understanding of arts-based marketing strategies, we addressed a research question related to how artwork-provoked consumers' emotional response can impact the perceived evaluation of art infused products. Research design, data, and methodology - To answer the research question, we conducted a pretest and one experimental study. The experimental study was 2(art-provoked response type: A-emotion vs. R-emotion) by 2(emotional valence: positive vs. negative) by 2(produce type: hedonic vs. utilitarian) mixed design. The art-provoked response type and emotional valence were between-subject design and product type was within subject design. For the experimental study, 108 undergraduate students and graduate students were randomly assigned to one of 4 conditions (A-emotion-positive, A-emotion-negative, R-emotion-positive, R-emotion-negative). Participants reported their evaluation of art-infused product and other items for a manipulation check. Results - The major results from the experimental study are as follow. First, participant's art-provoked response type influenced evaluation of art infused products differently. More specifically, the effect of emotional valence of artwork on product evaluation was not significant in A-emotion. However, in R-emotion, relative to the product with artwork provoked negative emotional valence, the product with artwork provoked positive emotional valence elicited significantly higher product evaluation. Second, product type also affected the art infusion effect significantly. Particularly, the differential effect of participant's art-provoked response type on product evaluation revealed when it is for a utilitarian product, but not for a hedonic product. Conclusions - Theoretically, the findings of this study expand academic research on art infusion. And the findings also can be extrapolated to generate lots of implication for marketers. In sum, when they plan art marketing strategies to build the favorable relationship with their customers, they need to consider customers' response type of an infused art and product type.

• Journal of Intelligence and Information Systems
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• v.24 no.2
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• pp.37-57
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• 2018

With the spread of smart phones, interest in mobile media is on the increase as useful media recently. Mobile media is assessed as having differentiated advantages from existing media in that not only can they provide consumers with desired information anytime and anywhere but also real-time interaction is possible in them. So far, studies on mobile advertising were mostly researches analyzing satisfaction with, and acceptance of, mobile advertising based on survey, researches focusing on the factors affecting acceptance of mobile advertising messages and researches verifying the effect of mobile advertising on brand recall, advertising attitude and brand attitude through experiments. Most of the domestic mobile advertising studies related to advertisement effect and advertisement attitude have been conducted through experiments and surveys. The advertising effectiveness measure of the mobile ad used the attitude of the advertisement, purchase intention, etc. To date, there have been few studies on the effects of mobile advertising on actual advertising data to prove the characteristics of the advertising platform and to prove the relationship between the factors influencing the advertising effect and the factors. In order to explore advertising effect of mobile advertising platform currently commercialized, this study defined advertising characteristics and media characteristics from the perspective of advertiser, advertising platform and publisher and analyzed the influence of each characteristic on advertising effect. As the advertisement characteristics, we classified advertisement format classified by bar type and floating type, and advertisement material classified by image and text. We defined advertisement characteristics of advertisement platform as Hedonic and Utilitarian media characteristics. As a dependent variable, we use CTR, which is the ratio of response (click) to ad exposure. The theoretical background and the analysis of the mobile advertising business, the hypothesis that the advertisement effect is different according to the advertisement specification, the advertisement material, In the ad standard, bar ads are classified as static framing, Floating ads can be categorized as dynamic framing, and the hypothetical definition of floating advertisements, which are high-profile dynamic framing ads, is highly responsive. In advertising, images with high salience are defined to have higher ad response than text. In the media characteristics classified as practical / hedonic type, it is defined that the hedonic type media has a more relaxed tendency than the practical media, and there is a high possibility of receiving various information because there is no clear target. In addition, image material and hedonic media are defined to be highly effective in the interaction between advertisement specification and advertisement material, advertisement specifications and media characteristics, and advertisement material and media characteristics. As the result of regression analysis on each characteristic, material standard, which is a characteristic of mobile advertisement, and media characteristics separated into 'Hedonic' and 'Utilitarian' had significant influence on advertisement effect and mutual interaction effect was also confirmed. In the mobile advertising standard, the advertising effect of the floating advertisement is higher than that of the bar advertisement, Floating ads were more effective than text ads for image ads. In addition, it was confirmed that the advertising effect is higher in the practical media than the hedonic media. The research was carried out with the big data collected from the mobile advertising platform, and it was possible to grasp the advertising effect of the measure index standard which is used in the practical work which could not be grasped in the previous research. In other words, the study was conducted using the CTR, which is a measure of the effectiveness of the advertisement used in the online advertisement and the mobile advertisement, which are not dependent on the attitude of the ad, the attitude of the brand, and the purchase intention. This study suggests that CTR is used as a dependent variable of advertising effect based on actual data of mobile ad platform accumulated over a long period of time. The results of this study is expected to contribute to establishment of optimum advertisement strategy such as creation of advertising materials and planning of media which suit advertised products at the time of mobile advertisement.

• The Korean Journal of Food And Nutrition
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• v.23 no.1
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• pp.76-83
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• 2010

This study was conducted to analyze sensory characteristics and consumer acceptance with cookies made using various levels(0, 2, 4, 6 and 8% w/w) of Chrysanthemum indicum L. powder. Ten panels assessed sensory characteristics using a 15-point hedonic scale and forty-five consumers evaluated their acceptance based on a 7-point hedonic scale and best-worst scaling. The descriptive analyses reveled that cookie flavor did not differ significantly between the 2% added sample and the control. Cookie color and after taste increased significantly, while hardness, roasted taste, and sweetness taste decreased significantly according to increasing Chrysanthemum indicum L. powder concentration. In addition, the results of consumer acceptance showed that the overall acceptability, appearance, color, flavor, and taste decreased significantly in response to increasing Chrysanthemum indicum L. powder concentration. However, color, flavor, taste and overall acceptance with cookies did not differ significantly differ between the 2% and 4% sample. Additionally, among the cookies made with Chrysanthemum indicum L. powder, the 2% sample received the highest scores. In conclusion, the sensory optimal ratio of Chrysanthemum indicum L. powder was 2% based on the descriptive analysis of sensory characteristics and the consumer-acceptance testing.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.8 s.145
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• pp.1196-1206
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• 2005

The purpose of this study was to identify the difference on the consumer's cognitive response, emotional and behavioral response in regard of the in-store shopping environment according to their apparel shopping orientation. The subjects of this study were consumers who finished shopping in the stores, and 300 questionnaires were completed. Data collected in this survey were analyzed by using Factor analysis, Cluster analysis, one-way ANOVA and Duncan test as a post identification. The results were as follows; 1. A significant difference was found on cognitive responses in regard of the in-store environment, such as a store atmosphere, salespeople, the assortment of products, and the fashion of products, according to types of apparel shopping orientation. The hedonic shopping type tended to have the higher evaluation toward a store atmosphere and salespeople than did other types. 2. Results showed statistically significant differences on emotional responses such as the outward/inward pleasure and outward/inward displeasure of the in-store shopping environment according to apparel shopping orientation types. The outward pleasure was found most highly in the high involvement shopping type. 3. There were significant differences on behavioral responses of the in-store shopping environment, such as the shopping satisfaction, the store revisit intention, recommending to others, and the unexpected consumption, according to apparel shopping orientation types.

• KOREAN JOURNAL OF PACKAGING SCIENCE & TECHNOLOGY
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• v.14 no.2
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• pp.65-72
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• 2008

Vinegar and/or sake are often added for preservation hurdle in Korean seasoned beef product, affecting sensory quality. Sous vide packaging formerly developed requires optimization of formulation recipe in these ingredients. Therefore this study looked into the effect of vinegar and sake on the sensory quality attributes by response surface methodology. The addition of vinegar lowered the product pH significantly but sake addition did increase it slightly. Water activity did not change with the addition of these. Ten day storage at $8^{\circ}C$ did not make any significant changes in salt content and water activity. The added vinegar and/or sake in the formulation degraded the hedonic sensory scores of the product. The storage of the product made the degradation effect less pronounced. For the stored product the effect of sake on taste, texture and flavor was greater than that of vinegar. The respective addition of vinegar and sake less 4.0 and 4.5% could maintain the required sensory quality and thus was suggested in this study as their affordable use level for preservation hurdle.

• Fashion & Textile Research Journal
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• v.6 no.3
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• pp.321-328
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• 2004

The purpose of this study were to investigate the differences of shopping value, promotional affects and product characteristics between buyers and non-buyers, and to examine the most influenced variable on purchasing behaviors of fashion products in CATV home-shopping. We collected data from 595 consumers related to CATV home-shopping in Busan. Data were analyzed by factor analysis, t-test, ${\chi}^2$-test and discriminant analysis. Results showed that there are significant differences between buyers and non-buyers of shopping value demographic characteristics, promotional affects and product characteristics. Especially, shopping value perceived by consumers(e.g., practical value and hedonic value) and product characteristics(e.g., response of others) discriminated whether consumers purchased the fashion products of CATV home-shopping or not. We discussed the implications of results to encourage the purchasing behavior of fashion products in CATV home-shopping.

• The Research Journal of the Costume Culture
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• v.9 no.6
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• pp.842-854
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• 2001

The purposes of this study are to find out the factors of consumers attitude toward Fashion luxury products; to identify the effects of demographics to influence on consumer's attitude toward fashion luxury products; to identify the effects of the attitude toward fashion luxury to influence on the concern for fashion luxury. The subjects were Korean 445 women from 20's to 50's living in Seoul. The mean, ANOVA, factor analysis, regression analysis, Duncan test were used for statistics analysis. The results are as follows; Seven factors of the attitude toward fashion luxury products were identified: the involvement for fashion luxury, the duality of fashion luxury, the negative response toward the consumption of fashion luxury, the luxurious aspect of fashion goods, the traditional value of fashion luxury, the rarity of fashion luxury. Among demographics, age and income influenced on fashion luxury products involvement, the quality of luxury products. The perception of good quality and hedonic consumption of luxury good influence highly on the involvement for the luxury products.

• Korean Journal of Human Ecology
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• v.17 no.1
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• pp.81-93
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• 2008

Female college consumers are orientated toward vanity and fashion luxury products in consumer society. The purpose of this paper was to investigate the relationship of vanity type and attitude toward fashion luxury products. The data were collected from 517 female college students in Ulsan, Pusan, and Kimhai. For data analysis, descriptive statistics, factor analysis, cluster analysis, and MCA were used. Results of cluster analysis identified the vanity type of the female college students into non-vanity group, positive viewer, and vanity group. Above two third of the total sample were the vanity group and the positive viewer. The non-vanity group, was comprised the smallest proportion of female college students. Attitude toward fashion luxury products was classified into four factors; involvement for fashion luxury, superiority of the fashion luxury, hedonic and conspicious consumption, and negative response. The attitude toward fashion luxury products was significantly different across the 3 vanity type. The results of this study provide insights into female college consumers' increasing demands toward fashion luxury brands. Consumer education should be implemented for the vanity group, and personal financial management education program is needed in liberal arts curriculum.