백화점 의류판매원의 감정노동과 조직적 지원이 직무스트레스에 미치는 영향

여은아(Eunah Yoh) 한국유통학회 2009 流通硏究 Vol.14 No.3

본 연구에서는 유통업의 고객만족과 이윤창출에 핵심적 역할을 맡고 있는 백화점 의류 판매원들을 대상으로 그들의 감정노동과 조직적 지원이 직무스트레스에 미치는 영향을 알아보고, 아울러 자아통제력이 감정노동에 직접적인 영향을 미치는지를 확인하였다. 대구지역 3대 백화점에 근무하는 270명의 의류 판매원들을 대상으로 설문조사를 실시하였고, 그 결과는 회귀분석, 상관관계분석법으로 분석되었다. 연구결과에서 의류 판매원들의 자아통제력은 감정노동에 정적 영향을 미쳤으며, 감정노동은 직무스트레스에 정적 영향을, 조직적 지원 요소 중 환경적 지원은 직무스트레스에 부적 영향을 미치는 요인이었다. 즉, 의류 판매원들의 자아통제력이 높을수록 감정노동 수준이 높고, 감정노동 수준이 높을수록 직무스트레스 수준이 높았다. 또한 좋은 물리적 환경에서 근무할수록 직무로부터 받는 스트레스가 적은 것으로 확인되었다. 본 연구결과를 바탕으로 백화점 매출을 책임지는 의류 판매원의 직무스트레스를 예측할 수 있는 요인들이 확인되었고, 이런 요인들의 부정적 영향을 해소시키는 방안과 관련된 전략들이 제안되었다.

패션 브랜드 슬로건의 언어적 특성별 소비자 반응 연구

여은아 ( Eunah Yoh ) 복식문화학회 2013 服飾文化硏究 Vol.21 No.2

In this study, it is explored how fashion brand slogans are categorized by linguistic characteristics and which linguistic characteristic is effective to improve consumer responses. Only 28%out of 1.346 fashion brands that are investigated are using slogans. Sportswear and men`s wear are two product categories more often adopting slogans. A total of 11,113 consumers participated in the experimental study to evaluate slogan characteristics (familiarity, understandability, newness, pleasure), slogan attitude, and brand recall of 30 slogan-brand sets that were categorized by Park`s 10linguistic characteristics. In findings, slogans generating positive attitudes toward slogans and a good rate of brand recall tend to have no brand name in slogan, be written in the second-person view, include a futuristic message, and have information weighted on specialties. Slogan typology suggested based on results may be used for the future research as a basic guideline for the research on fashion brand slogans.

중학생 집단 따돌림에 영향을 미치는 피해자의 성격 및 외모 요인과 후행변인 관계모형

여은아 ( Eunah Yoh ) 복식문화학회 2017 服飾文化硏究 Vol.25 No.2

In this study, causes and consequences of bullying were explored, focusing on victim personality and appearance factors. The research model included the relationships among bullying, important causes of bullying (aggression, cleanliness, and obesity of victims) and consequences of bullying (self-esteem and depression) and was tested through survey data from 594 (194 male and 404 female) middle school students. Data were analyzed using descriptive statistics, confirmatory factor analysis, and path analysis with SPSS and AMOS. In the results of the model tests, victims who are more aggressive, less clean, and more overweight are more likely to be bullied. In addition, adolescents bullied by others tend to have lower self-esteem and more depression. Furthermore, the model comparison was assessed by gender and a difference between the two gender models was found. In the check of critical ratio for difference, it was concluded that the cleanliness of the victim is a more important cause of bullying for male adolescents than for female adolescents. It is meaningful to confirm the effects of the victim`s appearance factors on bullying in the literature focusing on personality issues of victims. Educators and counselors may refer to the findings in developing counseling guidelines and manuals to prevent bullying in school.

비건 패션제품 구매의도 결정요인 - 수정된 계획행동모델의 적용 -

여은아 ( Eunah Yoh ) 복식문화학회 2018 服飾文化硏究 Vol.26 No.2

This study explores determinants of purchase intentions for vegan fashion products based on the modified planned behavior model. Survey data from 434 university students were subjected to an analysis using descriptive statistics, factor analysis, and structural equation modeling. The results showed that almost half of the consumers surveyed recognized vegan fashion products and a little more than a half of consumers surveyed had purchase experience for vegan fashion products. Clothing, bags, and shoes are the most frequently purchased vegan fashion product categories. From the results of the model test, purchase intentions on vegan fashion products were determined by attitude, subjective norms, ethical responsibility, and ethical identity of the consumers. When consumers have a more positive attitude, have higher subjective norms, stronger ethical responsibility, and stronger ethical identity regarding the purchase of vegan fashion products, they are likely to have a greater intention to purchase vegan fashion products. The findings contribute to the literature by adding test results for vegan fashion products among the ethical product categories, highlighting the importance of the consideration of product category, which can give somewhat different results when exploring ethical consumption. Based on these findings, marketers need to use special tags or signage highlighting the ethical values and meanings of vegan fashion products to better communicate with target consumers with a high level of ethical responsibility and to help increase consumers’ control over purchase behaviors through reducing barriers generated by insufficient product information.

패션기업을 위한 비즈니스 윤리교육 프로그램 개발과 적용

김수경 ( Soo-kyung Kim ),여은아 ( Eunah Yoh ) 한국의류학회 2020 한국의류학회지 Vol.44 No.5

This study develops a business ethics education program and verifies its effects through the implementation of a program for fashion companies. Questionnaires obtained from 161 fashion companies were submitted for an analysis of the education needs of business ethics components using the Borich's Needs Assessments Model and the Locus for Focus model. The business ethics component in the highest rank of the education need was ‘promoting social contribution (PSC)’. An education program of PSC was developed based on the problem- based learning method and was implemented for 180 minutes on the CEOs or managerial board members of eleven fashion companies. Education participants showed an improvement in the perceptions of the business ethics component after the education seminar. The self-efficacy and the education effect perceived by participants were maintained 70 days after education. This study is meaningful to gain an empirical evidence of the positive effect of business ethics education implemented on the practitioners of fashion companies. The results will provide a knowledge base and a guideline for business ethics education in the fashion industry.

모바일 쿠폰 특성 지각에 따른 소비자 반응과 변인간 인과관계 연구

김재희 ( Jae-hee Kim ),여은아 ( Eunah Yoh ) 복식문화학회 2020 服飾文化硏究 Vol.28 No.1

Purpose of the study is to explore the effect of the types of mobile coupons(textvs. image-focused coupons; free-gift vs. discount coupons) on characteristic perception of mobile coupons, and the causal relationships among characteristic perception, attitude, and use intention of mobile coupons. A total of 140 university students participated in experiments with questionnaires including one of the four stimuli. Important findings are as follows. First, image-focused mobile coupons generated more enjoyment than did text-focused coupons. However, the text/image-focused coupons were not different in perception of informativeness and credibility of mobile coupons. Second, enjoyment perception was significantly increased when image-focused contents were combined with discount coupons whereas enjoyment perception was decreased when text-focused contents were combined with free-gift coupons. This interaction effect reflects that the level of enjoyment of consumers can be changed in terms of the combination of the value-provision types of coupons and the text-image focused contents. Third, it was found that consumer perception of coupon characteristics formed attitudes toward mobile coupons, and use intention of mobile coupons was determined by attitudes toward mobile coupons. Study findings may fill the void of research investigating the effect of text-image contents and the types of coupons on consumer reponses toward mobile coupons. Mobile coupons have limited quantity of information within a small size of mobile phone screen, therefore, the results were not consistent with prior research tested with mobile advertisements indicating the effect of text-image contents on perception of informativeness and credibility.

브랜드 전략개발을 위한 비건(Vegan) 패션 · 뷰티 상품 분석

최미화(Choi, Mi-Hwa),여은아(Yoh, Eunah) 계명대학교 생활과학연구소 2013 科學論集 Vol.39 No.-

Vegan fashion and beauty products have been gradually important in the market since an increasing number of consumers become more interested in the issue of vegetarianism, ethnic consumption, environmental concerns, resource recycling, etc. Vegan fashion and beauty products are introduced in the market through diverse brands. In this study, brand and product information of 6 vegan fashion brands and 14 vegan beauty brands is explored. Vegan fashion products are mainly made of no animal-based materials such as artificial suede and fake fur with an authorization mark of PETA(People for the Ethical Treatment of Animals). In addition, fashion products made of cotton canvas and organic cotton also are considered as vegan products. Vegan beauty products are made of pure natural sources without any harmful additives such as synthetic preservative, artificial flavor, artificial pigment, mineral oil, etc. Skin care products and body/hair products by most of vegan beauty brands. Ecocert, USDA organic, Cosmebio and diverse vegan marks authorized by several associations are being presented in the product packages. In the future, clearer standards for vegan fashion and beauty products should be developed with a consistent use of a few authorized associations.

온라인 쇼핑몰 소비자의 기분-태도 관계에 영향을 미치는 배경음악 특성의 조절효과

최수진 ( Soojin Choi ),여은아 ( Eunah Yoh ) 복식문화학회 2015 服飾文化硏究 Vol.23 No.5

This study is to explore the effect of music characteristics (i.e., likeliness and familiarity of music) on the relationship between mood and attitude toward the product in the online shopping mall selling hand-made shoes. A total of 319 consumers participated in experiments with online shopping mall stimuli with a variety of background music. In results, consumer mood positively affected attitude toward the hand-made shoe products in the online shopping mall under background music. A moderating effect of music likeliness was found in the relationship between mood and product attitude, indicating that mood more strongly affected product attitude under more liked music than under less liked music. When consumers are listening to more liked music and are in good mood, they may build their attitudes toward products independently from their mood, whereas they may build positive attitude under good mood versus negative attitudes under bad mood if they are listening to less liked music. A moderating effect of music familiarity was not found in the relationship between mood and product attitude. Based on results, it was confirmed that the S-O-R model could be applied to explain the effect of background music on consumer responses in online shopping malls. Marketers may be able to select and adjust the likeliness and familiarity of background music to better serve consumers in diverse shopping conditions, referring to the study findings.

관광기념품에 사용되는 한국 전통문양에 대한 소비자 반응

김재희(Kim, Jae-Hee),여은아(Yoh, Eunah) 계명대학교 생활과학연구소 2018 科學論集 Vol.44 No.-

As regional tourism is much being developed and an inflow of foreign tourists is being stronger than ever in recent days, Korean tourism market is being quickly expanded. The investigation of purchase behaviors of souvenir products as well as consumer responses of souvenirs with Korean traditional patterns will provide a basic information for the design development of related products. Data were collected using a questionnaire developed based on the literature and the pre-test. A total of 116 data were submitted to analysis using descriptive analysis method with SPSS. After purchasing souvenirs, the level of consumer satisfaction was not high enough. Consumers most importantly considered design and attractiveness when buying souvenirs. Almost same number of respondents purchased souvenirs for themselves or for a gift. Major information source of souvenirs was a visit to stores. As purchase reasons, respondent significantly indicated ‘it reflects Korean features’ or ‘patterns are liked’. Flower patterns among traditional patterns, reflected an ‘upscaled’ image and were better to be applied to products for females. Crane pattern symbolizes clean scholars so it is considered to better applied to the stationary. Simple image of taegeuk pattern was considered to be better applied to the small space of an object. Haheo mask pattern and taegeuk pattern implied positive as well as negative images so modification of patterns or adding the newness in color will be needed. Root patterns implied the uniqueness so it will be valuable to actively diversify designs of the root patterns. The results will provide knowledge for the development of souvenirs with Korean traditional patterns. For the development of better designs to fulfil the need of consumers, images felt by consumers as well as appropriate product-pattern matches should be further explored and considered in addition to traditional symbols of traditional patterns.

시니어 의류 브랜드의 광고모델 유형에 따른 여성 소비자 반응 연구

이응석 ( Eungsuk Lee ),여은아 ( Eunah Yoh ) 복식문화학회 2016 服飾文化硏究 Vol.24 No.1

Study objectives are: 1) to investigate the difference in consumer perceptions of the model`s image and physical attractiveness according to advertising model types; 2) to explore the effect of the difference between the model`s image and the consumer`s self image, the difference between the model`s image and the brand`s image, and the physical attractiveness of the model on attitude toward the advertising model; and 3) to explore the effect of attitude toward the advertising model on attitude toward the advertisement. A total of 306 female consumers over the age of 45 participated in experiments with advertisement stimuli for a senior apparel brand. Results showed a significant difference in the model`s images and physical attractiveness according to each model type. The consumer`s attitude toward the advertising model was determined by physical attractiveness of the model, not by the difference between model`s image and the consumers` self-image, nor by the difference between the model`s image and brand image. Attitude toward advertisements was determined by attitude toward the advertising model. The findings imply that advertising models of a senior apparel brand can be selected based on the physical attractiveness of the model. Consumers do not consider whether the model`s image fits well with their self-images or the brand`s image when building an attitude toward the advertising model, and this precedes the consumer`s attitude toward the advertisement. These results can be used as guidelines to select appropriate models for advertisements of senior apparel brands.