• Fashion & Textile Research Journal
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• v.16 no.5
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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.

• International Journal of Advanced Culture Technology
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• v.8 no.3
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• pp.148-158
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• 2020

With the limited product information available in the m-shopping context, product-naming strategies affect consumer choices by expressing the key product features or the brand's images. Given the increasing dominance of the mobile commerce in consumption across various product categories, few studies have examined the role of product naming in consumer choices in the m-shopping. In filling the research gap, this study empirically analyzes the influence of the perceived diagnosticity of product names in m-shopping on consumer attitude towards the product. Moreover, the study tests the moderating influences of the individual characteristics of consumers (i.e., age, gender, and m-shopping experience) in the dynamics of the perceived diagnosticity impacting the product evaluations. The results of the study using an online survey reveal that the perceived diagnosticity of the product names significantly increases consumer attitude towards the product. Additionally, the moderating effects of gender, age, and m-shopping experience are all found significant: (1) The positive influence of the perceived diagnosticity of the product names is greater for males than for females. (2) The older the respondent, the more statistically significant the positive influence on diagnosticity. (3) The more respondents having m-shopping experience, the more positive the impact of the diagnosticity. Implications and limitations of the study are discussed.

• Journal of the Korea Society of Computer and Information
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• v.12 no.6
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• pp.207-212
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• 2007

Recently, requriements that people want to receive various information related with fashion are increasing. A lot of internet shopping malls and corporations provide information about fashion. However, those systems do not give enough information about fashion. To solve these problems, the paper provides the recommend technique for providing complex fashion information on mobile devices. The providing system implements fasion ontology by using XML. The XML ontology has dewey number as an attribute. The recommend technique uses this number and find LCA(Lowest Common Ancestor) on the fashion ontology. Then those child nodes under the LCA are recommended as related information. The results are displayed on the mobile browser. The system provides function for taking a picture or movie of fashion contents. Those movies and pictures are UCC(User Created Content)s. The system is a novel system that can recommend complex fasion information on mobile devices.

• Journal of the Korean Society of Clothing and Textiles
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• v.44 no.4
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• pp.639-656
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• 2020

Consumers' shopping experience has recently expanded to mobile and social networks; in addition, online fashion retailers started to focus on real-time interaction services as an emerging marketing tool. This study explores the consumer' shopping experience based on social live streaming services (SLSS) to investigate consumer's response behavior and effects through perceived service quality. An online survey method was conducted and a total of 186 female consumer panels were collected. The results indicate that cognitive communion of co-experience had a significant effect on perceived SLSS service quality (responsiveness, contents informativeness, playfulness, system availability). Service quality of SLSS (responsiveness, contents informativeness, and playfulness) had significant effect on trust in SLSS seller while system availability had no significant effect. Also, trust in seller showed significant effect on purchase intention. Last, it was confirmed that the moderating effect of purchasing experience of SLSS was significant in the relationship between cognitive communion and responsiveness/playfulness. There was also an additional significant moderating effect of purchasing experience between system availability and trust in seller.

• Journal of Service Research and Studies
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• v.13 no.3
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• pp.39-56
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• 2023

Due to restrictions on offline activities caused by COVID-19, the use of mobile applications is increasing along with interest in online shopping, which are non-face-to-face commerce. Accordingly, mobile applications and various industries are combined, and the number of cases of using mobile applications in the fashion industry is increasing. In this study, the effect of e-service quality of fashion mobile applications on user's flow, user satisfaction, and service loyalty was examined. To conduct this study, a survey of 274 people who experienced the 'ABLY' fashion mobile application was used for analysis to verify the hypothesis. As a result of the analysis, it was found that informativity and responsiveness among the e-service quality of fashion mobile applications had a positive (+) effect on flow. And it has been confirmed that informativity, reliability, and responsiveness affect user satisfaction. In addition, flow has a positive (+) (+) effect on user satisfaction, and user satisfaction has a positive (+) effect on service loyalty. However, among the e-service quality of fashion mobile applications, reliability did not have a positive (+) effect on flow. And ease of use did not have a positive (+) effect on both flow and user satisfaction. Finally, it was confirmed that flow did not directly affect service loyalty. Through this study, we intend to contribute to the establishment of marketing strategies for fashion mobile application users, who are increasing with the development of mobile technology, and provide practical implications for the post-COVID-19 era.

• Human Ecology Research
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• v.56 no.2
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• pp.109-122
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• 2018

Cross-border online shopping is an example of non-mobile transnational consumption behavior that has become more popular over the last decade due to the development of technology and transportation. Based on the Theory of Reasoned Action(TRA), this study proposed and tested the hypothesized model that would explain the relationships among consumption beliefs, attitudes toward cross-border online shopping, subjective norms, and purchase intention. Consumption beliefs were measured by global consumption orientation, consumer orientation, and global brand beliefs. In addition, subjective norms included two types: online and offline norms. Descriptive statistics and path analysis were employed for the analysis of the dataset of 174 participants. As a result, the hypothesized model was generally supported. Consistent with the hypothesis, global consumption orientation and global brand beliefs were positively related to positive attitudes toward cross-border online shopping but negatively associated with consumer ethnocentrism. Offline subjective norms positively predicted both the attitudes and purchase intention whereas online subjective norms only predicted purchase intention. The results reflected that TRA was applicable to the intention of cross-border online shopping in a current on-line shopping context. We also discussed the practical applications and limitations of the study.

• Journal of Fashion Business
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• v.23 no.5
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• pp.111-123
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• 2019

The objective of this study is to provide basic marketing data that is useful for domestic cosmetics companies by investigating purchase decision factors in cosmetics shopping. To this end, a mobile survey was conducted with a total of 300 men and women, aged 20-30, residing in Seoul and the surrounding Gyeonggi province. The collected data was analyzed by using SPSSWIN 21.0. Next, frequency analysis, factor analysis, reliability analysis, descriptive statistical analysis, correlation analysis and multiple regression analysis were performed. The results outlined consumer's purchase decision factors and suggest retailers should focus on services, such as additional events and samples, convenience of the shop itself, training salespeople to be kind and informative, promotion and services by carefully choosing models and celebrities to advertise and encourage impulse purchases, increasing product quality, improving their reputation in SNS, improve the perceived reliability of the shop by stocking famous brands prominently, advertisement, promotion and being reliably trendy and being reliably trendy. However, product loyalty was not an important factor consumers aged 20-30, these people are using SNS a lot so buy a wide variety of products. In this way, the cosmetics companies should establish marketing strategies in line with consumer habits.

• Journal of the Korean Society of Costume
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• v.64 no.1
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• pp.136-151
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• 2014

This study systematically analyzed types of fashion brand application focusing on accounts created in Korea. While referring to 'Chanel' which has developed a fashion brand app for the first time in August of 2008, not only for App store by Apple Inc. of the greatest market share but also for Android market, the one and only competitor of App store, the study examined cases of fashion brand app in Korea and foreign countries which have been in service till August of 2013 since the year of 2008. To achieve the research goal, the study conducted a literature research and a case review, categorizing the app by their distinctive functions which were Basic Information, SNS, AR, LBS, Entertainment, Mobile Shopping and Live Streaming. As for the first function, Basic Information, it was considered to provide information on a brand such as prices, sizes and colors of products which should be the most fundamental function of a fashion brand. The function would include look book, catalogues, photographs and others of products, helping users of the app with their understanding on images and concepts of the brand. Second, SNS function was considered useful for its mobility and communication and with the help of theirs, the users share fashion information with each other. Third, AR function as in a filed of virtual reality would edit virtual objects to look real in an actual environment. This would eventually offer the users a chance to try for clothes virtually. The fourth function, LBS, would work with GPS to find a store closest from a present location. This would be a help when the users try to find stores holding promotion events or trails while hiking in mountains. The fifth Entertainment function would include all sorts of games and chances for the users to listen to music and keep fashion diaries. The sixth function, Mobile Shopping, would help the users purchase items online via the app as they would not visit a store in person. The seventh function, Live Streaming, would give the users chances to actually see fashion collections in real time, held all over the world in every season. Because of this function, not only fashion experts but also regular people have become able to enjoy the fashion shows. The distinctive characteristics of the fashion brand application discussed in the study will be a useful reference when any relevant fields try to design other new fashion brand application.

• The Research Journal of the Costume Culture
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• v.18 no.5
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• pp.991-1002
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• 2010

Nowadays, personal media is a new tool for communication as digital cameras and mobile phones are developing rapidly. We are concerned over Cyworld users who could have different personal characteristics which will influence on buying patterns in on line shopping behaviors. The purpose of this research was to observe fashion attitudes and purchase behavior of Cyworld mini homepage users, for establishing marketing strategies by understanding consumers. For this study, one line survey was used for 500 male and female subjects who are 20 to 40 years old. Only reliable 441 questionnaires were used for analysis. The SPSS program was used for frequency, K-means cluster, t test, and chi-square test. A total of 441 respondents were clustered on the basis of 8 item self-disclosure scale, using the K-means procedures. The results indicated that respondents were clustered into two segments; 267 respondents(active attitude towards self-disclosure) and 164 ones(not active). We examined fashion attitudes in mini home page and buying behavior by self-disclosed variable. Those who are involved actively in self expression and self-disclosure considered more fashion style and trend. The major motivates of web surfing was finding a good design, and good price. High self-disclosure group tends to search many shopping mall for right design and low self disclosure group tends to search them for the right price. High self-disclosure group tend to shop the fashion products more, while low self disclosure group tend to purchase books more through the internet. We realized that active group in self-disclosure purchased their clothing accidently when they visit Cyworld.

• Proceedings of the Korea Information Processing Society Conference
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• 2022.11a
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• pp.465-467
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• 2022

Mobile phones have become an essential item nowadays since it provides access to online platform and service fast and easy. Coming to these platforms such as Social Network Service (SNS) for shopping have been a go-to option for many people. However, searching for a specific fashion item in the picture is challenging, where users need to try multiple searches by combining appropriate search keywords. To tackle this problem, we propose a system that could provide immediate access to websites related to fashion items. In the framework, we also propose a deep learning model for an automatic analysis of image contexts using instance segmentation. We use transfer learning by utilizing Deep fashion 2 to maximize our model accuracy. After segmenting all the fashion item objects in the image, the related search information is retrieved when the object is clicked. Furthermore, we successfully deploy our system so that it could be assessable using any web browser. We prove that deep learning could be a promising tool not only for scientific purpose but also applicable to commercial shopping.