• 복식
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• 제56권4호
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• pp.33-47
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• 2006

In 21 century, the ubiquitous environment is advanced fast through the so-called digital convergence. This research experts what is the next generation of traditional fashion product purchase behaviors. The purpose of this study is to analyze the fashion product purchase decision making in the development stages of ubiquitous environment. The quantitative Investigation was executed for 487 collegians and the data were analyzed with Frequency, percentage, ANOVA, Duncan test and multiple regression by using SPSS win version 10 package. The results of this research were as followed: First, in the 1st stages of ubiquitous developmental environment, using internet pc or mobile phone was analyze the difference between fashion shopping orientation group and purchase restricted factor Second, as a result of the factor analysis of the ubiquitous 2nd stages, four lower dimensions were made: giving information; wearable effect, buying facility; interest from purchase. as a result of ANOVA, there were any differences between fashion shopping orientation group and ubiquitous 2nd stages. Third, in the 3rd stages of ubiquitous developmental environment, there are differences between fashion shopping orientation group and ubiquitous 3rd stages. And the result from regression analysis of the ubiquitous 2nd stages and 3rd stages showed that buying facility factor in increasing need recognition, wearable effect factor in fashion information acquisition, giving information factor in have a intention to buy in ubiquitous #3 rendition are most influential.

• 한국의류학회지
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• 제46권5호
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• pp.805-826
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• 2022

This study explored the process by which consumers purchase products from small fashion business owners via online and mobile channels. In addition, group types were classified given that the purchasing process depends on the consumers' life cycle. The consumer focus group interview (FGI) was conducted on 18 participants that were divided into six groups by age, work, and children. Results revealed that first, consumer journey comprised four stages. Factors influencing need recognition were "attention to information of social media influencer," "attention to information of affiliated groups," and "repeated advertising of SME products/brands." For information searching, "exploring purchase reviews," "environment for mobile shopping information exploration," and "continuous product tracking" were important factors. Purchasing and shopping stages were affected by "price-free, improvised purchase decision" and "convenient mobile payment system and point benefits." After the purchase, "active sharing and repeated purchase when satisfied" and "blocking relationships when dissatisfied" occurred. Second, six consumer groups based on the fashion life cycle are the "Platform lover," "Influencer follower," "Trust builder," "Novelty seeker," "Convenience seeker," and "New designer supporter." Ultimately, small business owners can develop the process of planning and selling fashion products more efficiently.

• 한국의류산업학회지
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• 제23권5호
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• pp.611-623
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• 2021

In the era of COVID-19 and advanced ICT technology, retail technologies such as those that use virtual reality(VR) have been drawing significant attention in the fashion industry. This study investigated the impact of shopping motivation and telepresence on consumer attitude, trust, and behavioral intentions in VR fitting room application environments. An online survey was conducted on female consumers in their 20s and 30s after exploring a VR fitting room application. Overall, 225 responses were used for the analysis. The study demonstrated that usefulness had a significant effect on attitude toward product (ATP) and trust toward app (TTA), while enjoyment had a significant effect on ATP, but did not significantly affect TTA. Telepresence did not significantly affect TTA, but had a significant influence on ATP and behavioral intention. TTA had a significant influence on ATP, and both ATP and TTA had significant effects on behavioral intention. Moreover, the effects of usefulness, enjoyment, and telepresence on ATP, TTA, and behavioral intention were significant, as the self-congruity between consumers and avatars increased. The application of the motivation theory and technology acceptance model offers theoretical perspectives for understanding VR fitting room application users' attitudinal and behavioral responses in mobile shopping environments. In addition, this study provides practical implications to mobile retailers that utilize advanced technologies.

• 한국멀티미디어학회논문지
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• 제16권6호
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• pp.708-719
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• 2013

최근 모바일 패션 쇼핑몰에서의 의류구매가 본격화되고 있다. 하지만 개인이 직접 코디해 볼 수 없다는 것이 가장 큰 단점으로 나타났다. 개인들도 코디를 원하는 심리가 확산되고 있으므로 이를 대체할 패션코디 시스템의 개발이 요구되고 있다. 패션 분야에서는 컴퓨터 그래픽을 이용하여 의상을 재현하는 디지털 클로딩((Digital Clothing)기술이 활성화되고 있다. 이러한 변화에 따라 패션 쇼핑몰에 대한 소비자의 생활패턴과 관심에 많은 변화가 일어나고 있다. 일부 소비자들은 오프라인 세계보다 오히려 인터넷과 더불어 스마트폰을 이용하여 패션몰에 대한 쇼핑에 관심이 증가되고 있다. 본 논문에서는 아이폰 기반의 한국인 체형에 맞는 증강현실 패션 피팅 콘텐츠 제작에 관하여 연구하였다. 본 시스템은 스마트 폰을 이용하여 사용자가 패션 제품에 대한 어울림을 확인 할 수 있도록 증강현실 피팅 시스템 UI(User Interface)설계 및 구현하였다. 구현한 시스템을 이용하여 사용자 편의성을 만족시키는 새로운 의류 쇼핑방법을 제안하였다.

• 패션비즈니스
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• 제20권6호
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• pp.32-51
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• 2016

KakaoTalk has become a reputed mobile social network and an inseparable part of people's lives by leading the mobile industry in South Korea. However, there is a lack of studies in academia regarding perception of the consumers and assessment toward the mobile marketing and services by KakaoTalk. Based on the theoretical orientation of Elaboration Likelihood Model (ELM: Petty & Cacioppo, 1986) and electronic service quality (E-S-QUAL: Parasuraman, Zeithaml, & Malhotra, 2005), this study investigates the effects of information sources (Charles & Richard, 1988), and examines the consumer perception toward the service quality of KakaoTalk. A total of 209 responses were collected, using a self-administered survey in Seoul and Gyeonggi province, South Korea from March 2015 to June 2015. A seven-point Likert scale survey was developed to measure the information sources (i.e., argument quality, post popularity, and post attractiveness), electronic service quality (i.e., efficiency, fulfillment, privacy, and system availability), attitude (i.e., usefulness, preference, and overall attitude), and behavioral intention (i.e., like intention, share intention, and purchase intention). This study reveals a consensus that an online environment is different from the traditional retail context in terms of information source and service quality. Specifically, the results indicate that argument quality greatly impacts the attitudes of the individuals and their behavioral intention toward mobile shopping via social media channel. The most powerful factor among E-S-QUAL is "efficiency." This dimension of service quality influences the customer perception of usefulness and preference as well as share and like intention toward mobile shopping on KakaoTalk.

• 패션비즈니스
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• 제22권6호
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• pp.83-93
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• 2018

The purpose of this research is to investigate the characteristics of big data-based fashion shopping (BDFS) application, perceived usefulness, and expectation confirmation that influence the continuous usage intention of BDFS application users based on the expectation-confirmation model. A survey was conducted with female consumers in their 20s, who are living in Seoul and Incheon area and have used BDFS applications, A total of 182 responses were used for the data analysis. Five hypotheses were proposed, and regression analyses were conducted to test those hypotheses. The results indicated that the users' perceived usefulness increased with the increase of accuracy and personalization characteristics of the app and the expectation confirmation. The result suggested that it is essential to provide accurate information for users to feel useful and to develop the personalized offerings and services which can be the biggest strength of the big-data based mobile fashion store. It was also found that continuous usage intention increases with increased perceived usefulness and expectation confirmation. This result suggests that expectations can play a critical role in perceiving the usefulness of BDFS applications and the user's expectation confirmation also significantly affected the users' continuous usage intention.

• 디지털융복합연구
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• 제13권12호
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• pp.75-87
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• 2015

본 연구는 간편결제 서비스에 대한 지각된 유용성 및 신뢰가 결제 서비스 이용에 대한 충성도 및 해당 쇼핑몰에 대한 충성도에 미치는 영향을 분석하였다. 또한 간편결제 서비스에 대한 사용자들의 지각된 유용성 및 신뢰에 사용자 개인 특성 및 결제 서비스 브랜드에 대한 인지도가 미치는 영향을 함께 검증하였다. 20대-40대 사용자를 중심으로 온라인 설문을 실시한 결과, 소비자들이 간편결제 서비스를 사용하면서 서비스 시스템에 대한 유용성을 많이 느끼고 서비스 제공자에 대한 신뢰가 높을수록 간편결제 서비스에 대한 충성도 뿐 아니라 결제 서비스를 제공한 해당 쇼핑몰에 대한 충성도 또한 높아지는 것으로 나타났다. 또한 결제 서비스에 대한 지각된 유용성 및 신뢰는 소비자 개인의 기술혁신성, 스마트폰 활용 정도 및 서비스 브랜드 인지도에 영향을 받는 것으로 나타났다. 본 연구는 온라인 또는 모바일 쇼핑환경을 제공하는 기업들이 결제 시스템을 쇼핑 사이트에 부가된 요소로서 판단하는 것이 아니라 사이트 자체의 한 구성요소로 인식하여 사이트 디자인에서부터 설계하고 구현해야 한다는 것을 보여준다.

• 한국의류산업학회지
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• 제17권3호
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• pp.392-404
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• 2015

This study investigated how the image exaggeration influence consumer attitude toward product in mobile shopping. Image exaggeration was manipulated by adding light effects on image and adjusting the width for slender mirror effect. Subjects were randomly allocated to four mock-mobile website stimuli. The overall results showed that the image exaggeration had negative effect on product attitude mediated by diagnositicity. First, the mediation effect of diagnositicity between exaggeration and product attitude was tested by bootstap method. The diagnositicity fully mediated between two variables and exaggeration had negative total effect on diagnositicity. The image exaggeration had no direct effect on product attitude. Second, to test the moderating effect of image congruence between the image exaggeration and diagnositicity, conditional indirect effect of diagnositicity was analyzed. As a result, the moderating effect of image congruence was significant. When consumers perceived high self-image congruence with picture image on mobile website, the exaggeration had no negative effect on product attitude. This indicates self-image congruence counteracts the negative effect of the exaggeration on diagositicity. And the moderating effect of image aesthetics between the image exaggeration and product attitude was examinated by the conditional direct effect model. The analysis found that image aesthetics had significant moderating effects particularly on high or low levels of aesthetics. When image aesthetics was perceived as high, image exaggeration had negative effect on product attitude, whereas image aesthetics was low, image exaggeration had positive effect on product attitude. This result indicated that the positive exaggeration effects existed when images were aesthetically appealing.

• 한국의류학회지
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• 제43권1호
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• pp.65-80
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• 2019

Mobile shopping has spread rapidly in the consumer's daily life, and numerous fashion companies have now launched a mobile shopping application. By focusing on mobile social commerce apps, this study was to: (a) segment consumers based on loyalty and switching intentions, (b) to test differences in perceived service quality and switching barrier factors among segments, and (c) examine the effects of perceived service quality and switching barriers on loyalty intention. A total of 550 responses were obtained from mobile users in their 20s to 40s who purchased fashion products through a social commerce app in the last six months. Consumers were classified into four clusters: split-loyals, latent loyals, habitual loyals, and switchers. The split-loyal group showed the highest level of mean scores on perceived service quality and switching barrier factors; however, the switcher group showed the lowest mean scores. Of service qualities, app design had a significant effect on loyalty intentions in both split-loyal and latent loyal groups; the factors of ease of use and privacy had significant effects on loyalty intentions in switchers. Of switching barrier factors, virtual relationship had the most strongly effect on loyalty intention for the four segments.

• 한국의류산업학회지
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• 제16권5호
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• pp.730-744
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• 2014

With advances in QR code, mobile is becoming one of important channels in the fashion retail industries. This study attempts to understand the importance of QR code utilization in creating multi-channel business model. Study objectives are to classify types of multi-channel retailing by QR code utilization and to explore the role of QR code technology in strategic marketing elements for types of multichannel retailer. As an exploratory approach, a total of 78 news articles regarding QR code issues were reviewed and analyzed by focusing on 48retailers seleted in this study. The results found seven dimensions of QR code marketing strategies: abundant product information, additional information contents, transaction accessibility, connectedness to channels, location based service, loyalty program and multimedia advertising. Based a combination of channels and level of mobile apps' activation, multichannel retailers utilizing QR code technology were classified into four types; bricks-click-active mobile model, bricks-click-inactive mobile model, bricks-click model, and click-active mobile model. There were differences of using QR code marketing strategies among multichannel models. According to results, for bricks-and-mortar retailers, QR code was critical to integrate shopping experience with merchandise or sales promotions across channels. In addition, for non-store retailers, the QR code utilization was successful in expanding mobile channels, which can promote retail sales by a two-way interaction with customers via the mobile apps.