• 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.

• 수산해양교육연구
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• 제28권2호
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• pp.550-563
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• 2016

This study examined well-being as a mediator between self-discrepancy and dropout intention of junior college Student. 270 students in Busan answered the questionnaire about self-discrepancy, well-being, dropout intention. Structural equation modeling indicated that there were the complete mediating effect of well-being in the relationship between self-discrepancy and dropout intention. It indicated discrepancy between individuals' representation of their actual self(their actual self-state) and their representation of individual's hopes and aspirations(their ideal self-guide) affects junior college students' dropout intention, and well-being mediate process of self-discrepancy leading to dropout intention. This conclusion provide the significant implications that help preparing psychosocial intervention strategy for junior college students to decrease dropout intention and intervention strategy to enhance their well-being.

• Asia pacific journal of information systems
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• 제18권1호
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• pp.117-144
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• 2008

Lots of virtual communities and online businesses presently derive their primary sources of revenues through advertising, but nevertheless are plagued with marginal profitability though they might possess a significant user base. In the light of the need for an efficacious business model, there have been recent insights of an online community in particular reaping profits through an innovative and lucrative revenue generation method that earns by selling digital items. There have been some obvious evidences (e.g., Cyworld, SecondLife, Habo Hotel, etc.) that online communities can be profitable through their unique business model of selling digital items. However, there is lack of understanding about the motivation of purchasing digital items. This study tries to identify the main motivators of digital item purchases based on social/individual identity theory and self-presentation theory. "Digital items", otherwise known as "virtual assets", may include online avatars, accessories for the avatars, decorative ornaments like furniture, digital wallpapers, skins, background music and virtual weapons used for Internet games. These digital items are employed by users for representation and articulation in the online space, especially to create and enhance their online profiles in web pages and games. Prices for digital items typically range from a few cents to a few dollars each. Based on the theoretical framework like social identity theory and self-presentation theory, we developed the research model and proposed seven hypotheses. An analysis of 225 members of Cyworld found that digital item purchase intention in virtual world is affected by both members' need for self-presentation and need for affiliation. We also found that the need for self-presentation is significantly increased by innovativeness of members, community group norm, and community involvement. We concluded that the need for self-presentation could be a key variable for profitable business model in online community service industry. However, neither individual self-efficacy nor the need for affiliation significantly influenced the need for self-presentation which triggers purchase intention of digital items. In term of the theoretical and practical contribution, this study can be a pioneering empirical research that investigates the purchase intention of digital items based on social identity theory and self-presentation theory in the online context. Also, the findings of our study are valuable and practical for practitioners in the market who wish to adopt or improve the business model of selling digital items in an online community. From the findings, it can be seen that innovativeness of users, community group norm, and community involvement are three significant factors that influence need for self-presentation of users which ultimately leads to their intentions to buy digital items. These findings put forth that virtual community providers and online businesses selling digital items should prioritize their efforts and focus on these three factors if they want to increase the sales of these digital items and generate greater revenues. This study provides important implications for academic researchers and practitioners to understand why the community members pay money for their digital items in virtual world and how the practitioners can increase the sales of digital items in an online community. A couple of limitations of the study and future research directions are also discussed.

• 패션비즈니스
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• 제7권1호
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• pp.84-100
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• 2003

The purpose of this study is to analyze the meanings of signs represented in contemporary fashion based on the Peirce's trisection theory in order to present various types of sign representation that satisfies aesthetic value and characteristics of the age of information and image. Types of signs represented in contemporary fashion can be summarized into letters, numbers, codes, pictures, logos, characters and emblems. The meanings of signs were analyzed based on the Peirce's trisection theory, resulting in representation of play, brandsymbol, eroticism and suggestion. The play was categorized into infantile and parodic. The former inspires unexpected interest and laughter from contemporary people in the age of disorder through humorous characters, cartoons and illustrations. The latter inspires laughter by parodying things and it's intention is to release the isolation of people and their relative poverty through pictures for which techniques of parody and surrealism were used. Most of the brandsymbols represented by logos, used for textile and clothing design as well as accessories are optimal signs that construct brand images. Eroticism means emotion, impulses, senses of value and sexual attraction. A desire to represent sexual attraction is an expression of eroticism and self-expression to adjust in a changing society. Suggestion tends to pursue the image of harmony with nature in a world which is pressed by material civilization. Humans represent illuminating messages through direct slogans by characters, natural objects and motives of social phenomenon in pursuit of the benefits of abundant material civilization in the structure of a highly advanced scientific civilization and industrial society.

• 대한지리학회지
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• 제50권2호
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• pp.217-237
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• 2015

석촌호수 일대는 러버덕으로 인해 '평화', '기쁨', '희망', '치유'의 장소로 포장되었지만, 그 이면에는 대기업의 숨은 의도가 내포되어 있다. 그럼에도 불구하고 관광객들은 언론매체를 통해 접했던 러버덕을 직접 보고, 확인하기 위해 석촌호수를 방문하고, 사진 촬영을 통해 낭만적 이미지의 노란 고무오리를 재생산한다. 따라서 그들의 사진 작업은 해석학적 순환의 마침표로 자리 잡는다. 그러나 러버덕을 무대삼아 이루어진 다양한 사진 수행으로 인해 석촌호수 일대는 다양한 정체성의 장소로 나타날 수 있다. 가족을 사진기에 담으면 '사랑하는 가족성'을 생산하는 장소가 될 수 있고, 피사체가 연인일 경우는 '애정의 장소'가 되며, 혼자만의 촬영이 이루어지면 '자기애'의 장소로 변모될 수 있다. 이때 '나'와 '우리'라는 주인공을 위해 고무 오리, 호수, 도시는 사진의 배경이 되어준다. 따라서 석촌호수 일대에서의 사진 수행은 석촌호수의 '지리'를 소비하고 반영하는 것에 머물러 있지 않는다. 그것은 새로운 '지리'를 생산한다.

• 한국콘텐츠학회논문지
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• 제15권12호
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• pp.121-128
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• 2015

본 연구는 <고령가 소년 살인사건>의 공간성에 관해 분석하는 연구이다. 그런데 공간성의 의미를 영화내부로 한정하는 것이 아니라 영화외부까지 확대하여 논의한다. 영화내부에는 샤오쓰의 살인사건이 발생하도록 이끈 폭력공간으로서의 사회, 집, 학교가 있다. 그리고 영화의 외부공간에는 내용과 형식을 통해 사회의 지배시스템에 저항하는 감독의 태도와 의지가 있고, 그것을 해석하는 관객의 공간이 있다. 관객은 감독의 의도가 있는 영화의 외부공간에서 합류하여 이 영화를 적극적으로 해석하고 스스로를 성찰하면서 사회참여의 기회를 가진다.

• 지능정보연구
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• 제29권2호
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• pp.189-217
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• 2023

메타버스는 아바타를 이용하여 사회적, 경제적, 문화적 활동을 하게 되는 가상의 세계이며, 아바타는 가상 세계에서 나를 대신하는 '또 다른 자신'이다. 최근 메타버스는 전 세계적으로 관심을 받고 있으나, 메타버스 내에서 아바타를 통해 구현되는 정체성을 탐구하는 연구는 부족한 실정이다. 본 연구는 메타버스에서 아바타 사용 관련 네 가지 IT 아티팩트 특성(아바타 표현, 아바타 공현존감, 아바타 프로파일링, 아바타-공간 상호작용)이 지각된 아바타 정체성 확인을 매개하여 메타버스 사용에 대한 만족도와 지속 사용 의도에 미치는 영향에 대해 조사하였다. 이를 위해 제페토 플랫폼 유경험자 196명을 대상으로 설문을 실시하였으며 구조방정식 분석을 통해 가설을 검증하였다. 분석 결과에 따르면, 아바타 표현, 아바타 프로파일링, 아바타-공간 상호작용을 가능하게 하는 IT 아티팩트의 사용이 지각된 아바타 정체성 확인에 긍정적인 영향을 주는 것으로 확인되었다. 이렇게 충족된 자기 확인은 지속 사용 의도에 만족도를 거쳐 간접적으로 영향을 주는 것이 확인되었다. 본 연구는 처음으로 메타버스 내 아바타에 투영한 정체성에 영향을 미치는 메타버스 기술 요소들을 검증하였다는 점에서 학문적으로 기여를 한다. 또한 메타버스 플랫폼 기업에게 메타버스를 디자인하고 구현하는 데 있어서 효과적인 가이드를 제공할 것으로 기대된다.

• 복식
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• 제37권
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• pp.211-230
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• 1998

Advertisements provide consumers with in-formation and knowledge about products and help a society to sustain homogeneity by actively reflecting important characteristics of mass culture. Yet this reflection is a selective and purposeful representation by the party of the fashion manufactures and carries the intention of stimulating and augmenting desire for commodities aiming to perpetuate capitalism. This study understood this selective reflection of mass culture by advertisements as a feature of hegemonic struggle between/fashion business and consumers and defined the values selected by advertisements as ideologies supporting the consumption ideology of capitalism. The purpose of this study was to examine the contents of the ideologies expressed in the clothing advertisements in women's magazines to persuade consumers into consumption. The method of study was mainly qualitative with subsidiary citations from the results of content analysis. The objects of analysis were clothing advertisements in 1996 issues of CeCi and Woman Sense, which were identified as the two most popular women's monthly magazines. The ideologies identified were ideologies concerning (1) Self Identity, (2) Sensibility, (3) Sex Role, (4) Globalism, (5) Youth, (6) Leas-ure and Pleasure. Repeated and insisted as natural and true, there values were proposed to be believed as common senses and studies re-port that values of advertisements are ac-cepted as more readily as they are more unreasonable, and the acts and behaviors expres-sed within advertisements are often imitated in real life situations. Therefore, it is highly probable that these values emphasized within advertisements are enacted in thoughts and behaviors of consumers' real life. Accordingly the author suggests that critical interpretation of advertisements is seriously required to fully understand the commodity ridden post industrial society of today and to lead a subjective life within it.

• 마케팅과학연구
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• 제17권4호
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• pp.141-173
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• 2007

본 연구는 점포를 방문하는 동안 노출되는 매장의 물리적 환경 특성이 서비스 브랜드 개성과 재구매의도에 미치는 영향력을 규명하기 위해 시도되었다. 이를 위해 연구모형을 개발하여, 특정 서비스 브랜드의 이용객을 대상으로 설문조사를 실시하고 구조방정식을 이용하여 분석하였다. 연구 결과는 우선, 서비스의 물리적 환경은 주변요인, 디자인요인, 사회요인으로, 그리고 서비스브랜드 개성은 유능함, 성실함, 흥분됨, 세련됨, 강인함 차원으로 분류되었다. 둘째, 물리적 환경의 모든 차원들이 모든 서비스 브랜드 개성차원에 정(+)의 영향을 주었으며, 물리적 환경의 서비스 브랜드 개성에 대한 영향력은 각 차원별로 상이하였다. 셋째, 서비스 브랜드 개성은 모두 재구매의도에 정(+)의 영향을 주었으며, 특히 세련됨 차원에 미치는 영향이 가장 켰다. 넷째, 서비스의 물리적 환경은 재구매의도에 정(+)의 영향을 주었으며, 특히 물리적 환경 중 사회요인이 재구매의도에 가장 큰 영향을 주는 것으로 나타났다. 이와 같은 결과들은 물리적 환경 연출은 브랜드 개성 형성의 결정요인으로 서비스 브랜드 차별화의 핵심요인으로 작용하므로, 호의적인 브랜드 개성 창출을 위해서는 우선적으로 물리적 환경에 대한 효율적 관리 방안이 강구되어야 함을 보여준다.