• 한국의류학회지
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• 제37권4호
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• pp.540-553
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• 2013

This study examined the awareness of Chinese in their 20s in regards to Korean fashion brands and brand personality; in addition, it analyzed the effect of brand personality on brand preference and purchase intention. This study investigated the differences of the brand personality effect on brand preference and purchase intention according to brand, sex, and age. The results were as follows: 1) The three highly recognized fashion brands were Teenie Weenie, E-land, and The Basic House. 2) Brand personality was comprised of factors for competence, vitality, innovation, and emotion. 3) Brand preference was affected by vitality, competence, and innovation. Purchase intention was directly affected by brand preference and brand personality factors such as vitality, competence, and innovation. 4) The effect of brand personality on brand preference and purchase intention were different according to brand, sex, and age. These results can be used as basic data or information to help fashion companies develop marketing strategies for young Chinese people.

• 한국감성과학회:학술대회논문집
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• 한국감성과학회 2008년도 추계학술대회
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• pp.74-77
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• 2008

Online shoppers are not able to try clothing on. Therefore, the pictures of clothing on the website play a significant role when shoppers make decision on their purchase. There are generally three different ways to show clothing at online shops. The first one is showing only clothing images, and the second one is showing the pictures that have actual fitting models wearing clothing on (In this case, Model's face is mostly not shown in the picture.), and the third is showing the pictures of professional fitting models who wear goods. The shopping malls adopt each of the different ways but little is known about affect on purchasing from these three ways. The aim of this study is to figure out how the online shopper's emotional status is affected by these three ways of presenting pictures of clothing. At first, we developed a set of adjective words of human emotion to set up the evaluation criteria for user's emotional status. Those adjectives are originally from the precedent research on human emotion. To cut 99 adjectives down to a proper number for the criteria, we conducted a preliminary survey, and finally, 5 adjectives are selected as appropriate criteria for evaluating users' emotional status while they are shopping. Those five adjectives are 'possess','sensual', 'unique', 'tasteful', and 'stylish'. Then, we conducted the main survey showing 10 kinds of cloth (each cloth was consist of 3 ways). And in the page of model images, we measured the model's preference for understanding the relation with customer's emotion criteria of the product. As a result of the test there was statistically significant difference between product only images and anonymous images, but there was no significant difference between anonymous images and model images. And the preference of the model and value of the emotion criteria have large correlation except 'unique' criteria. It is expected that the result in this study will help to build new marketing strategy which satisfy customers' emotion.

• 한국콘텐츠학회논문지
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• 제12권5호
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• pp.357-369
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• 2012

본 연구는 인터넷쇼핑몰을 대상으로 그래픽, 컬러, 메뉴 및 링크 등 웹사이트의 디자인 환경이 소비자의 감정과 만족에 어떠한 영향을 미치고, 또한 감정과 만족 및 재구매의도 간의 관계를 확인하고 설명하였다. 본 연구의 설문은 인터넷쇼핑몰을 방문하여 검색하였거나 구매한 경험을 가진 소비자를 대상으로 표본을 수집하였으며, 수집된 자료는 AMOS 18.0 통계패키지를 이용하여 제기된 연구가설을 검증하였다. 분석결과, 웹사이트의 디자인 환경요인 중 메뉴와 링크는 소비자의 감정에 긍정적인 영향을 주었지만, 그래픽 및 컬러는 감정 및 만족에 어떠한 영향도 미치지 못하였다. 또한 감정은 만족과 재구매의도에 긍정적 영향을 미치었고, 만족 역시 재구매의도에 긍정적인 영향을 미치는 것으로 확인되었다.

• 한국의류학회지
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• 제14권3호
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• pp.222-228
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• 1990

The purposes of the study are to investigate the emotional dimensions toward clothing and to examine the role of these emotional reactions in mediating the effects of clothing cues on an attitude toward the purchase of clothing. The results are as follows: 1. The emotional dimensions to clothing are pleasure and arousal. 2. The model demonstrates an important role of emotion (pleasure) as mediators in forming an attitude toward the purchase of clothing.

• 복식문화연구
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• 제19권3호
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• pp.565-578
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• 2011

The purpose of this study was to examine the emotional experience dimension on the brand of the low price cosmetics and to empirically investigate the effect of emotional experience on the relationship between customers and brand. Data were collected for 10 days starting on March $2^{nd}$ 2009. Questionnaires were distributed to 517 female college students who experienced to purchase the products of the low price cosmetic brand and answers were collected. The results of analysis on collected data showed that the emotional experience was classified into sense, spatial environmental emotion, sales promotion emotion, salesperson emotion and visual/verbal identity, and emotional experience on low price cosmetic brand had a positive effect on the relationship between customer and brand. Specifically, it was showed that emotional experience on low price cosmetic brand significantly affected the customer satisfaction, brand trust and brand attachment. In terms of effect of emotional experience on customer satisfaction, the orders in the degree of influence were following: the sense, spatial environmental emotion, sale promotion emotion and salesperson emotions. In terms of effect of emotional experience on brand trust, the orders in the degree of influence were following: the sense, salesperson emotions, sale promotion emotion and spatial environmental emotion. In terms of effect of emotional experience on brand attachment, the orders in the degree of influence were following: the sense, spatial environmental emotion, salesperson emotions, visual/verbal identity and sale promotion emotion.

• 통상정보연구
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• 제12권3호
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• pp.267-288
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• 2010

The collapse of housing market bubble in United States had a considerable impact on the world economy. The collapse of housing market bubble in United States generates the global financial crisis at the worldwide level. The housing market bubble question the efficacy of fundamental proposition of orthodox economics based on the rationality of human choice. According to neuroeconomics and neuroscience, emotion and affect play the important role in purchasing the commodity in retails market. On the basis of the neuroeconomics, this study focuses on the role of affect and emotion in the purchase of subprime loan in United States. Robert Schiller suggests that one of the causes of housing market bubble is the contagion effect of human belief in the society. The structure of this paper is as follows. First, this study investigates the mechanism of human brain and role of various neurons to influence the human behavior in the purchase of house in United States, such as Dophamine neuron and mirroring neuron. Second, this study shows the possibility that the mirror neuron might explain the contagion of human belief in housing transaction market. It can be a seed of housing market bubble. Furthermore, this study show the implications of neuroeconomics is suggestive to the negotiation process in commercial policy in United States.

• 경영과정보연구
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• 제38권1호
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• pp.169-180
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• 2019

기업의 사회적 책임활동에 대한 현재까지 진행된 연구결과들은 연구자별로 다른 결과들을 제시하고 있다. 이는 변인들 간의 관계에 따른 조절변수의 영향력이라 판단된다. 본 연구는 사회적 책임활동과 결과변수간의 관계를 조절하는 변수로 반기업 정서를 제안하고 그 영향력을 규명하고자 하였다. 연구결과와 시사점은 다음과 같다. 윤리적 책임활동과 자선적 책임활동은 기업태도 그리고 기업태도는 소비자의 구매의도에 영향을 미치는 것으로 나타났다. 이는 많은 선행연구와 일치하는 결과로 소비자의 행동을 유발하기 위해서는 기업이나 제품에 대해 긍정적인 심리를 형성하는 것이 필요함을 의미한다. 또한 반기업 정서가 높은 집단에서는 기업이 자선적 활동을 많이 하더라도 그 효과가 유의하지 않지만 윤리적 책임을 다한 경우에는 반기업 정서가 높더라도 기업에 대한 부정적인 태도가 완화될 수 있음을 의미한다. 이는 현재 많은 기업들이 기업의 위기 시 이를 감소시킬 수 있는 대안으로 하는 사회적 공헌활동을 하지만 그 효과가 미비한 이유를 설명해준다. 따라서 사회적 책임활동을 수행하고자 하는 기업들은 그 이전에 기업의 윤리적 경영 또는 윤리적 책임활동에 먼저 관심을 가져야 될 것이다.

• 감성과학
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• 제24권3호
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• pp.41-60
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• 2021

본 연구는 제품과 물리적 접촉이 불가능한 온라인 환경에서 다중 감각 단서가 소비자의 촉각적 심상과 제품에 대한 태도 및 구매 의사에 미치는 영향을 알아보고자 하였다. 실험 1에서는 참가자들을 음향 없이 사진만 제시한 조건, 음향 없이 영상만 제시한 조건, 일치하는 음향과 영상을 제시한 조건, 불일치하는 음향과 영상을 제시한 조건으로 나누어 제품을 탐색하게 하였고 그 후 촉각적 심상선명도, 제품 사용의 상상용이성, 제품에 대한 태도-구매 의사를 측정하였다. 그 결과, 모든 변수에서 불일치하는 음향과 영상이 주어진 조건이 가장 낮은 평균 점수를 보였다. 실험 2는 참가자 내 디자인으로 설계되어, 참가자들에게 동일한 제품을 실험 1과 같은 네 개의 조건에서 탐색하게 하였다. 탐색 후, 촉각적 심상선명도, 제품 사용의 상상용이성, 제품에 대한 태도-구매 의사, 접촉 욕구 등을 측정하였다. 접촉 욕구를 공변인으로 하는 반복측정 공분산분석 결과, 일치하는 음향과 영상을 제시한 조건은 다른 조건과 비교했을 때 유의미하게 심상선명도, 제품에 대한 태도, 제품 구매 의사가 높았다. 이중 매개 분석 결과, 다중 감각 단서 조건은 심상선명도와 제품 사용의 상상용이성을 순차적으로 매개하여 제품에 대한 태도-구매 의사를 유의미하게 예측했다. 결론적으로, 음향 및 영상 단서로 유발된 선명한 촉각적 심상은 소비자가 제품을 사용하는 상황의 상상을 쉽게 만들어 태도-구매 의사와 같은 의사 결정에 긍정적 영향을 미칠 수 있다.

• 한국의류학회지
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• 제20권3호
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• pp.414-428
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• 1996

This study intends to ascertain the importance of store atmosphere when construcing store marketing strategies for store differentiation. And it is studied by classifying consumer groups according to clothing shopping motivations, comparing store atmosphere assessment and emotion response of preferred stores, and analyzing the influence store atmosphere has on store preference or impulsive purchase. The subject of this study are women in their twenties living in Seoul, 255 career women and 233 college students totaling 458, and model sampling is done by convenient sampling taking into account the type of their occupation and major. Modified survey based on references and former studies is used, and using SAS packages, methods. The results of data analysis are as follows. 1. Consumer groups are classified into the following four subdivisions: shopping involvement, leisure pursuit, financial, and shopping unconcern group. The stores women in twenties use most frequently for shopping are department stores, speciality stores, common market, discount stores, and wholesale markets, and significant difference are shown between consumer groups. 2. Consumer responses for store atmosphere preferences are shown significantly among groups when concerned with store preferences. 3. Images of store atmosphere as factor analyzed into environment factor, kindness factor, and decoration factor, Environment factor is most highly estimated in speciality stores, kindness factor in department stores, and decoration factor in common markets. 4. Leisure pursuit group is assessed to be most influenced by store atmosphere in store seleciton, impulsive purchase, and after-purchase shopping behavior, and impulsive purchase is shown highly in department stores and speciality stores.

• The Journal of Asian Finance, Economics and Business
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• 제6권1호
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• pp.195-203
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• 2019

The study aims to identify Service Quality factors that affect purchase decision on Click and Collect service through the mediating variable of customer emotions at Mobile World stores in Ho Chi Minh City. This study employs a mixed methods research design. Data were collected through online self-completion questionnaire distributed to 316 customers who used to experience Click and Collect service at the Mobile World stores in Ho Chi Minh City, Vietnam. The theoretical model was tested through two-stage regression analysis (PATH model). The findings show that factors of service quality such as Reliability, Responsiveness, Assurance, Empathy, Tangibility, and Emotions affect the decision to purchase online and receive products directly at Mobile World stores in Ho Chi Minh City. Responsiveness and Assurance have a significant positive impact on the customer's emotions. Consequently, these factors should be considered and addressed when conducting multi-channel services. Obviously, employees must first be trained to be able to deliver the promise of the retailer to their customers. Based on the results of the study, the authors provide managerial implications for retailers in Vietnam in the multi-channel retail environment to develop Click and Collect at retail stores across the country and the world.