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권기용 복식문화학회 2023 服飾文化硏究 Vol.31 No.5
This study analyzes consumer fashion purchase patterns from a big data perspective. Transaction data from 1 million transactions at two Korean fashion brands were collected. To analyze the data, R, Python, the SPADE algorithm, and network analysis were used. Various consumer purchase patterns, including overall purchase patterns, seasonal purchase patterns, and age-specific purchase patterns, were analyzed. Overall pattern analysis found that a continuous purchase pattern was formed around the brands’ popular items such as t-shirts and blouses. Network analysis also showed that t-shirts and blouses were highly centralized items. This suggests that there are items that make consumers loyal to a brand rather than the cachet of the brand name itself. These results help us better understand the process of brand equity construction. Additionally, buying patterns varied by season, and more items were purchased in a single shopping trip during the spring season compared to other seasons. Consumer age also affected purchase patterns; findings showed an increase in purchasing the same item repeatedly as age increased. This likely reflects the difference in purchasing power according to age, and it suggests that the decision-making process for purchasing products simplifies as age increases. These findings offer insight for fashion companies’ establishment of item-specific marketing strategies.
패션산업과 거시 변수들간의 관계-패션 상장기업 중심으로-
권기용,추호정 한국의류산업학회 2020 한국의류산업학회지 Vol.22 No.1
This study examines the time causal relationship between the operation profit of the listed fashion companies and the macro variables. Operating profit data of 36 listed fashion companies from 2000 to 2017 has been used. Macro variables include household income, household expenditure, number of Korean overseas travelers, number of foreigner travelers and sentiment index. The study results are as follows. First, the number of outbound travelers from Korea has a negative effect on the operating profit of listed fashion companies; however the number of foreigner visiting Korea has a positive effect at 0 time lag. Second, the consumer sentiment index had a positive effect on the sales and the operating profits of the listed fashion companies with a time difference between the 3rd and the 4th quarter. Third, a disposable income has a positive effect on the operating profit of listed fashion companies. Last, educational expenses have a negative effect on operating profit with a time lag between the first and the second quarter. The findings can be used as useful information to analyze the fashion industry and help fashion companies improve their financial performances.
라이브 커머스 특성이 실재감을 매개로 소비행동에 미치는 영향-상호작용성과 스트리머 속성을 중심으로-
권기용,김우빈 한국의류학회 2022 한국의류학회지 Vol.46 No.5
This study examines the effect of live commerce characteristics on consumption behavior mediated by presence. As contactless shopping has become the new normal, live commerce is emerging as an innovative communication service between consumers and sellers. We examine the role of interaction and streamers' attributes on sharing and purchase intention by mediating social presence and telepresence. A web-based experiment was conducted to test our hypotheses. The data of 267 participants were analyzed using SPSS 23.0 and AMOS 21.0. The results showed that the Streamer-Consumer interaction had a positive effect on social presence and telepresence. By contrast, the Consumer-Consumer interaction had no significant effect on social presence and telepresence. We further found that streamer trustworthiness had a positive effect on both social presence and telepresence, while streamer attractiveness had a positive effect only on telepresence. Thus, social presence and telepresence positively influenced sharing and purchase intention. Overall, these findings illustrate that the Streamer-Consumer interaction and streamer trustworthiness are vital characteristics that lead to higher levels of presence using live commerce. Several academic and managerial implications are suggested based on these results.
패션점포 판매원 메시지의 측면성이 소비자 행동에 미치는 영향 -판매원 신뢰와 인지노력의 매개효과를 중심으로-
권기용,추호정,이미아 한국의류학회 2018 한국의류학회지 Vol.42 No.1
Message sidedness of fashion salespersons on consumer behavior with the consideration of the mediating roles of trust and cognitive efforts, and the moderation of a regulatory focus of consumers. Two scenarios were devised, a single message in which a salesperson explains only the advantages of a product to customers, and the second with a double message that explains both the advantages and drawbacks of the product. The results showed that participants trusted a fashion salesperson more and perceived stronger cognitive effort for two-sided messages. The two-sided messages mediated the consumer's trust in the salesperson and cognitive effort, and influenced consumers' buying behavior. This study also found that salesperson trust was stronger in the two-sided messages scenario than in the one-sided message scenario, regardless of consumers' focused preference, and that it was more effective for promotion focus customers. The analysis of the results on consumers' cognitive effort indicated that prevention focused customers did not exhibit any difference in cognitive effort concerning two-sided messages. However, promotion focused customers exhibited an increased cognitive effort in the two-sided message scenario than in the one-sided message scenario. Marketing implications were discussed based on the findings.
다중 무인체계의 분산형 제어를 위한 통신환경 시뮬레이션 방안 연구
권기용(Ki-Yong Kwon),이경호(Kyung-Ho Lee),최성(Sung Choi) (사)한국CDE학회 2021 한국CDE학회 논문집 Vol.26 No.4
Recently, research on decentralized control of multiple unmanned systems has been actively conducted. Communication, a means of sharing data, is paramount in distributed control, but communication failures frequently occur in real-world environments where unmanned systems move at a rapid pace and communicate wirelessly. For this reason, it is important to simulate communication failure situations in the development of decentralized control systems and to robustly design mission planning modules in the controller. However, existing studies to consider communication effects are aimed at improving the accuracy of high-resolution simulation effectiveness and are not suitable for use in the development of intelligence in individual unmanned systems. Therefore, in this paper, we propose a communication environment simulation method for the development of decentralized control of multiple unmanned systems. Using the DDS middleware API, message filters are implemented on DDS listener and publisher within individual agents, which design and implement a communication environment simulation method that controls transmission/receipt messages. In addition, we conduct experiments based on the maritime unknown object trail scenario and validate the utility of the communication environment simulation method developed by this study.