• 한국의류산업학회지
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• 제23권2호
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• pp.200-211
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• 2021

This study examines the effects of fashion influencers' body types (realistic versus ideal body types) on self-expression, self-representation, and recommendation intentions, as mediated by familiarity toward influencers. Although fashion influencers lead to a positive consumer response compared to traditional advertisements, previous research on the effects of fashion influencers on consumers is limited. Thus, this study tests the role of consumers' socio-psychological aspects in understanding how and why fashion influencers affect consumers' behavioral intentions associated with self-expression, self-representation, and influencer recommendation. A total of 180 women in their 20s and 30s participated in the survey. The responses were collected after showing them stimuli featuring fashion influencers with either ideal or realistic body shapes. The data were analyzed using SPSS18.0 for descriptive statistics, and AMOS 18.0 for confirmatory factor analysis and structural equation modeling. The results showed that participants who were shown realistic body types perceived familiarity, which generated positive effects on self-expression, self-representation, and recommendation intentions. Hence, the effects of influencers' body types on recommendation intention are mediated by familiarity. Self-expression and self-representation intentions also increase influencer recommendation intention. Comparatively, participants who were shown ideal body types only induced higher self-representation intention, which increased their recommendation intention. The current findings can help fashion marketers select the appropriate influencers who fit their target customers as promotional models, as well as to induce changes in consumers' behavioral intention.

• 농촌지도와개발
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• 제16권1호
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• pp.153-180
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• 2009

The previous researches about knowledge sharing were proceeded in terms of KMS (Knowledge Management System) in center. However, knowledge sharing is recently applied to Internet space, which is open to every users, as well as KMS, which is qualified for restricted people. For example, some portal sites, such as Naver, the most popular portal in Korea, have virtual spaces to share users' knowledges and it is common that many users use the spaces. Knowledge sharing online, compared with KMS, will be more advanced to promote intention for knowledge sharing because of the character of Internet space that is open to all users. Nevertheless, there are few researches about knowledge sharing in the Internet. Considering this situation, this study is attempted to figure out the factors to promote Internet knowledge sharing, based on social capital theory and self-expression concept. A survey of experienced Internet user and PLS (Partial Least Square) were utilized for analysis. The test of this study reveals that social capital and self-expression are significant factors to influence knowledge sharing intention, and that also personal innovation and self-efficacy are significantly related to the self-expression. However, personal innovation does not have significant impact on social capital. According to the result, self-expression, as well as trust and system itself, has significantly effect on knowledge sharing intention in order to promote knowledge sharing in the Internet.

• 아동학회지
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• 제28권3호
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• pp.19-44
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• 2007

This study used the hypothetical path model to investigate individual traits(attachment, reciprocal relationship, and self-esteem), situational evaluation(justification, and intention) and jealousy level in adolescents. Subjects were 853 7th, 9th, 11th grade students in the city of Daegu. Results showed that scores of girls were higher than boys on self-reported and peer-reported jealousy level, attachment, reciprocal relationship, adaptive expression and non-adaptive expression. Scores of boys were higher than girls for self-esteem, justification. Self-reported jealousy level was affected by situation evaluation(justification and intention) and attachment. Peer-reported jealousy level was affected by reciprocal relationship. Jealousy expression modes were affected by self-reported jealousy level and attachment.

• 패션비즈니스
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• 제25권6호
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• pp.119-130
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• 2021

This study investigated the effects of the chatbot's level of anthropomorphism - closeness to the human form - and its self-disclosure - delivery of emotional exchange with the chatbot through its facial expressions and chatting message on the user's intention to accept the service. A 2 (anthropomorphism: High vs. Low) × 2 (self-disclosure through facial expressions: High vs. Low) × 2 (self-disclosure through conversation: High vs. Low) between-subject factorial design was employed for this study. An online survey was conducted and a total of 234 questionnaires were used in the analysis. The results showed that consumers used chatbot service more when emotions were disclosed through facial expressions, than when it disclosed fewer facial expressions. There was statistically significant interaction effect, indicating the relationship between chatbot's self-disclosure through facial expression and the consumers' intention to use chatbot service differs depending on the extent of anthropomorphism. In the case of "robot chatbots" with low anthropomorphism levels, there was no difference in intention to use chatbot service depending on the level of self-disclosure through facial expression. When the "human-like chatbot" with high anthropomorphism levels discloses itself more through facial expressions, consumer's intention to use the chatbot service increased much more than when the human-like chatbot disclosed fewer facial expressions. The findings suggest that chatbots' self-disclosure plays an important role in the formation of consumer perception.

• Asia pacific journal of information systems
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• 제29권3호
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• pp.359-381
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• 2019

Social networking services (SNSs) have become important and popular tools for not only presenting self-image but also sharing travel information. This study adopted self-image expressions to understand tourists' intentions to share travel information and behavioral changes in SNSs. To enhance understanding tourists' intention and behavior, the current study suggests a research model based on motivations for self-image expression (i.e., creativity, altruism and social relationship). This current study empirically resulted in the importance of users' creativity, altruism and social relationship in SNS, which leads to the intention and behavioral changes to share travel information. In addition, altruism moderated the negative effect of creativity on self-image expression as well as the positive effect of the social relationship on self-image expression. Based on the result of this study, the current study bears some implications in a theoretical and practical context.

• 디지털융복합연구
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• 제13권12호
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• pp.105-115
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• 2015

본 연구에서는 관광 SNS를 이용하여 관광활동을 하는 관광객의 사회적 지원과 자기표현이 관광경험 그리고 관광 SNS 이용의도에 미치는 영향을 분석함과 동시에 관광객의 사회적 지원 및 자기표현과 관광경험간의 영향관계에서 관광 SNS에 대한 관광객의 이용목적 수준의 조절효과를 파악하였다. 연구결과로서 사회적 지원과 자기표현은 관광경험에 긍정적인 영향을 주며, 관광경험은 관광 SNS 이용의도에 각각 긍정적 영향을 주는 것으로 나타났다. 관광 SNS 이용목적은 자기표현과 관광경험간의 관계에서 조절효과가 있는 반면, 사회적 지원과 관광경험간의 관계에서는 조절효과가 유의미하지 않은 것으로 나타났다. 시사점으로서 관광객의 SNS 이용의도를 증진시키기 위해서는 이 분야에 대한 보다 적극적인 연구 및 마케팅이 요구됨을 시사하고 있다.

• 한국의류학회지
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• 제39권2호
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• pp.257-270
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• 2015

This study investigates the effect of perceived value on attitude and purchase intention of upcycling fashion goods. The study also examines the effect of perceived value on attitudes according to fashion innovativeness. The qualitative data analysis results from NVivo 10.0 showed that consumers paid attention to the creative design value, environmental value, scarcity value of upcycling fashion goods. Next, 201 effective questionnaires were analyzed using SPSS 22.0 and AMOS 20.0. The results are as follows. First, there were 5 factor solutions for the perceived value of up-cycling fashion goods: environmental value, creative design value, functional value, emotional value, and self-expression value. Second, environmental value, functional value, and self-expression value positively affected attitude; however, creative design value and emotional value did not affect attitude. Third, attitude positively influenced purchase intention of upcycling fashion goods. Fourth, there was a significant difference in the magnitude of the effect of self-expression value on attitude according to fashion innovativeness. The results of this study provide useful information for marketers or managers interested in upcycling fashion goods.

• 한국정보시스템학회지:정보시스템연구
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• 제28권4호
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• pp.27-47
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• 2019

Purpose The study examined the key factors influencing the formation mechanism of SNS addiction. Based on the use and gratification theory, we considered relationship maintenance, perceived enjoyment, and self-expression as main desires to induce SNS addiction. The characteristics of SNS users were also considered as major factors affecting SNS addiction. In particular, self-control and subjective well-beings were considered to be prevention factors that could reduce SNS addiction, while SNS relational intimacy was considered to be a facilitator that would increase SNS addiction. Design/Methodology/Approach A structural equation modeling (SEM) method was used to test the theoretical framework based on a sample of 224 Facebook users who have used it more than 6 months. Confirmation factor analysis was conducted to check the reliability, convergent validity, and discriminant validity. Findings Relationship maintenance had a significant effect on self-disclosure intention and SNS addiction, respectively. Perceived enjoyment was significantly related to self-disclosure intention, while it was insignificantly associated with SNS addiction. However, self-expression was not significantly related to both self-disclosure intention and SNS addiction. Consistent with our expectations, both self-control and subjective well-beings had negative effects on SNS addiction. The analysis results found that SNS relational intimacy was positively related to SNS addiction.

• 복식문화연구
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• 제26권6호
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• pp.899-918
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• 2018

Upcycling is the process of repurposing abandoned resources or useless products into products of better quality or higher environmental value. Upcycling products are evaluated to be sustainable because they demonstrate environmental values. However, domestic upcycling companies are operating on a small scale with a slow growth rate. This study aims to examine the value and risk factors of upcycling products from previous literature and clarify the effect of these ambivalent characteristics on purchase intention. This provides direction regarding factors upcycling companies should focus on. The data were collected via an online experiment with women in their 20s and 30s residing in South Korea, nationwide. The data were statistically analyzed using SPSS 21.0 and AMOS 18.0. Analysis of this data suggests that environmental, design, and self-expression value positively affect purchase intention. This extends previous upcycling literature by identifying design and self-expression value as important antecedents of purchase intention. However, in contrast to previous literature, no significant effect of performance or diversity risk was found. These results indicate that ethical attitude has a moderating effect on the relationship between environmental value and purchase intention. This study confirms that consumers intend to purchase upcycling products when they possess not only environmental value but also design and self-expression value.

• 광고학연구
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• 제28권8호
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• pp.111-132
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• 2017

본 연구는 브랜드 웹툰 수용자의 독특성 욕구(need for uniqueness)와 자아표현 욕구(need for self-expression) 충족의 정도가 콘텐츠 태도와 구전 의도에 미치는 영향을 검증하고, 이 구조적 관계에서 지각된 설득의도의 조절 효과는 어떠한가를 실증적으로 분석하였다. 분석결과, 소비자의 독특성 욕구를 구성하는 하위 요인 중 비대중적 선택은 자아표현 욕구 충족에 긍정적인 영향을 미쳤다. 또한 자아표현 욕구 충족은 콘텐츠 태도에 유의한 영향력을 주는 것으로나타났으며, 콘텐츠 태도는 구전 의도에 유의미한 영향을 미치는 것으로 나타났다. 특히 브랜드웹툰 수용자의 설득의도 지각은 긍정적 콘텐츠 태도의 형성을 조절하는 것으로 나타났는데, 설득 메시지의 지각이 높은 수용자일수록 자아표현 욕구의 충족이 콘텐츠 태도에 미치는 긍정적영향력이 감소하였다. 본 연구는 브랜드 웹툰 수용자들의 콘텐츠 수용과정을 이해하기 위한 이론적 근거 및 브랜드 웹툰의 효과적 운용 방안을 위한 전략적 시사점을 제공한다는 의의가 있다.