• The Research Journal of the Costume Culture
• /
• v.28 no.4
• /
• pp.480-491
• /
• 2020

The purpose of this study was to explore how consumer traits(technology anxiety and need for interaction) explain attitude toward self-service technologies in fashion retail stores. We examined if technology anxiety influences perceived productivity and attitude toward self-service technologies, and if so, how the need for interaction with employees moderates the impact of technology anxiety on perceived productivity and attitude. For the purpose of the study, a web-based survey with Korean consumers was conducted. The final sample size was 214. Structural Equation Modeling Analysis and PROCESS in SPSS were employed to test the proposed hypotheses. The findings indicated that technology anxiety negatively affected perceived productivity and attitude toward self-service technologies in which perceived productivity affected attitude positively. Need for interaction with employees was found to moderate the relationship between technology anxiety and perceived productivity. It also moderated the relationship between technology anxiety and attitude. This study contributes to the self-service technology literature by identifying two antecedents of consumer attitude toward self-service technologies: technology anxiety and the need for interaction. The findings further provide valuable insights to retailers and marketers as to how technology anxiety, perceived productivity, and the need for interaction work in enhancing consumer attitude toward self-service technologies in the context of fashion retail.

• Fashion & Textile Research Journal
• /
• v.13 no.1
• /
• pp.66-72
• /
• 2011

The purpose of this study was to identify the analysis of children's wearing need towards hues and tones of T-shirts based on gender. The experimental materials developed for this study were a set of stimulus and response scales. The 15 color pictures and 5-point scales were used for evaluation of wearing need. Data were obtained from 150 boys and 150 girls living in Seoul, Busan, Jinju, and Changwon on May and June 2010. For data analysis, ANOVA and Duncan-test were used by using SPSS program. Results of this study were as follows.; Hues and tones showed an independent effect on children's wearing need. Interaction effects of children's gender and tones on children's wearing need were found. Interaction effects of hues and tones on children's wearing need were found. Also, interaction effects of gender, hues, and tones on children's wearing need were found. These results suggested that children's wearing need can be affected by their gender, hues, and tones.

• Proceedings of the Korean Institute of Interior Design Conference
• /
• 2005.10a
• /
• pp.76-80
• /
• 2005

Digital technology makes changes of people's behavior style and characteristic of space in which people live. Therefore, we need to adjust conceptual meaning related to digital technology properly. For deriving emotional interactive space design, we need to understand following meanings: the meaning of interaction and interaction design, the meaning of emotion and emotional design, the meaning of space, emotional design, and interaction design in digital society. Consequently emotional interactive space design makes people satisfied with their five senses, communication with people increase and enable people to experience something new that they haven't experienced before transcending time and space.

• Journal of Fashion Business
• /
• v.26 no.2
• /
• pp.1-14
• /
• 2022

Recently, as the importance of mobile marketing is emphasized, the in-app advertising market, which inserts ads into applications, is growing. The purpose of this study is to verify the interaction effects of need for cognition, contextual consistency, and product involvement on advertising attitude. The experimental design of this study is a three-way mixed design of 2 (consumer need for cognition: high vs low) × 2 (contextual consistency: context match vs context mismatch) × 2 (product involvement: high vs low). The subjects of the survey were 337 men and women in their 20s and 30s Living in Seoul and Gyeonggi-do. SPSS 25.0 statistical program was used to analyze frequency analysis, reliability analysis, t-test, three-way ANOVA, and simple main effect analysis. The analysis results are as follows. First, contextual consistency of mobile fashion ads showed significant effect on advertising attitude. Second, consumer need for cognition and contextual consistency of mobile fashion ads showed significant interaction effect on advertising attitude. Third, contextual consistency of mobile fashion ads and product involvement showed significant interaction effect on advertising attitude. Finally, product involvement and consumer need for cognition showed a significant interaction effect on advertising attitude. Based on the research results, it will help fashion companies to establish effective mobile in-app advertising strategies.

• Science of Emotion and Sensibility
• /
• v.20 no.4
• /
• pp.65-78
• /
• 2017

The current study examined the influence of individual trait such as Need-For-Touch level (NFT; high vs. low) and swiping orientation (vertical vs. horizontal) on product evaluation and preference when using touch-screen interface like a smart phone and a tablet. Swiping is one of the most common interaction techniques for changing pages or searching some aligned pictures on touch-screen interface and it can be used in vertical and horizontal orientations. The experiment revealed a significant interaction between swiping orientation and NFT on preference, however the interaction on change-in-price of given products was only marginally significant. To be specific, high NFT participants reported higher preference for horizontal-swipe than vertical-swipe products, but such difference did not occur with low NFT participants. The current study illustrates the influence of swiping orientation and NFT on product preference and it provides a new perspective of design principles especially for online shopping websites.

• The Journal of the Korea Contents Association
• /
• v.10 no.5
• /
• pp.152-164
• /
• 2010

Interactive space became one of the major design paradigms. For elevating the interactive effect, we need user-centered design methodology which uses the influential factors on the interactivity. This research is the first one of three linked- studies and categorizes the three main factors on the interactivity-Interface /Intersubject/Interaction. 'Interface' is the field for the interactivity. It will be the main subject for the second study. 'Intersubject' is the performer for the interactivity. Its specific attributes are analyzed in terms of user's needs for interactivity and six subdivisions are analyzed-functional & artistic need /external & subconscious need/info-communication & sympathy need. 'Interaction' is the performance for the interactivity. Its specific attributes are discussed in terms of behavioral interactive process and again sixsub-steps are analyzed-junction/immersion/ mental model/action/transformation/neo-experience.

• Korea Trade Review
• /
• v.45 no.2
• /
• pp.211-228
• /
• 2020

The purpose of this study aims to analyze the comparative effects of luxury consumption behavior for Chinese consumers. Many research have been conducted in luxury consumption behavior based on perspective of culture, brand, and purchase motives. However, previous studies seem somewhat limited in fully explaining luxury consumption behavior due to less understanding of consumers' psychological trait. In order to fill this gap, this study adopts narcissism (overt narcissism and covert narcissism) to explain consumers' psychological trait. Based on specific psychological trait, consumers would lead to different luxury purchasing behavior depending on purchase motives. Especially, overt narcissism would show high tendency of self-esteem, arrogance, which means that it is closely related to need for uniqueness. Conversely, covert narcissism would show high sensitivity to others, which indicate that it is involved with need for approval. Also, each narcissism would result in different behavior for luxury purchasing based on generation difference (20-30s, vs. 40-50s). The result of this study shows that overt narcissism, covert narcissism, need for uniqueness, need for approval have significant influence on luxury consumption behavior. Especially, overt narcissism has interaction effect with need for uniqueness and young generation (in the 20s, 30s) for luxury purchasing behavior. On the other hand, it was found that covert narcissism has no interaction effect with other variables.

• Journal of Information Technology Applications and Management
• /
• v.27 no.5
• /
• pp.23-33
• /
• 2020

As the 4G and 5G Internet technologies become more common and developed, an environment for uploading and watching videos is created and spread, in addition to simply uploading posts. Watching and sharing daily life among media contents called Vlog, are very common more than ever. This means that individual users could access Vlog easily and the situation could be new trend. Additionally, academic research about Volg is increasing. We analyzed three independent variables affecting a perceived enjoyment we set up the dependent variable. Information search, self-expression, and social need are set as independent variables and social interaction is set as the control variable. Information search and self-expression are significant effect to perceived enjoyment except social need. In particular, social interaction as a control variable has effect to all relationships.

• Journal of Information Technology Services
• /
• v.12 no.4
• /
• pp.235-253
• /
• 2013

This research investigates the interaction effects of factors, namely, advertiser awareness, advertisement appeal, and customer involvement and need for cognition, selected from the parties involved in public service advertisement. Manipulating the participant's involvement, attitude toward the advertisement and the advertiser and intention to donate according to 2 (awareness) X 2 (cognitive/affective appeal) factors were surveyed. In result, participants with high involvement were relatively less affected by advertiser awareness. Also, high need for cognition indicated less effect of advertiser awareness on intention to donate. Moreover, when cognitive appeal is used, advertiser awareness affected less on consumers' attitude toward the advertisement and the advertiser and intention to donate. Further issues on changing customers' attitudes and behaviors are discussed.

• Fashion & Textile Research Journal
• /
• v.24 no.2
• /
• pp.229-240
• /
• 2022

This study explores the effect of anthropomorphism on fashion chatbot reliability, mediated by perceived intelligence and cognitive evaluation. The moderating effects of individuals' need for human interaction between chatbot anthropomorphism and perceived intelligence, cognitive evaluation, and chatbot reliability are also explored. Participants, who were recruited through the online research firm, responded to questions after watching a video clip showing a conversation with a fashion chatbot on a mobile screen. The data were collected through Mturk, a crowdsourcing platform with an online research panel. All responses (N = 212) were analyzed using SPSS 26.0 for the descriptive statistics, frequency analysis, reliability analysis, exploratory factor analysis, and PROCESS procedure. The results demonstrate that chatbot anthropomorphism increases chatbot reliability, and this is mediated by chatbot intelligence. Although chatbot anthropomorphism increases cognitive evaluation, the effect of cognitive evaluation on chatbot reliability is not significant; thereby, the effect of chatbot anthropomorphism on chatbot reliability is not mediated by the cognitive evaluation. The direct effect of anthropomorphism on chatbot reliability is also moderated by individuals' need for human interaction. For participants with a high need for human interaction, chatbot anthropomorphism increases chatbot reliability; however, anthropomorphism does not significantly affect chatbot reliability for participants with a low need for human interaction. The study's findings contribute to expanding the literature on consumers' new technology acceptance by testing the antecedents affecting service reliability.