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Everybody loves beauty? The moderated effect of body attractiveness among young Koreans
백은수,추호정 한국의류학회 2018 Fashion and Textiles Vol.5 No.1
Physical attractiveness affects people’s lives in numerous ways. This study examined the effect of a woman’s body attractiveness on favorability perception based on the ‘beauty-is-good’ stereotype in the context of South Korea. Body attractiveness was operationalized using tallness in Study 1 and slimness in Study 2. The two studies tested the effect of a woman’s body attractiveness with the consideration of participants’ gender and the dependence of participants’ self-worth on their appearance. A general linear model with a 2 (target woman’s bodily attractiveness: high vs. low) × 2 (participants’ gender: female vs. male) design and participants’ appearance-contingent self-worth as a continuous predictor was performed. Results of these studies indicated that participants’ gender and appearance-contingent self-worth moderated the positive effect of body attractiveness on favorability perception; specifically, this effect was supported by men with high appearance-contingent self-worth and women with low appearance-contingent self-worth. Interestingly, women with high appearancecontingent self-worth showed opposite effect of body attractiveness on favorability perception in Study 2. These findings extend the effect of the beauty-is-good stereotype to bodily aspects and address the interaction between participants’ gender and appearance-contingent self-worth. Discussions on tallness and slimness are provided.
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An exploratory study on visual merchandising of an apparel store utilizing 3D technology
백은수,추호정,윤소연,정혜인,Gahoi Kim,신혜선,김현철,김현숙 한국마케팅과학회 2015 Journal of Global Fashion Marketing Vol.6 No.1
To provide a competitive edge against the rapid growth of online stores, offline stores’physical environments have become more important in attracting consumers. Visualdesign and display of items and de´cor for better communication with consumers isknown as visual merchandising (VM), which enhances shoppers’ in-store explorationand experience. This study investigates the effect of an apparel store’s VM onconsumers’ response with the S-O-R model. Theme-centric and product-centric VMstrategies are suggested as the two representative types, and were thus designed andactualized via 3D technology using SketchUp 8. A short video clip was used to enhancethe reality of store environment in examining consumers’ evaluation toward VMelements (S), emotional response (O) and approach behaviors (R). This study suggestsfundamental classification of VM types for retailers to support the development of VMstrategies in design of differentiated store environments.
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자기제시와 자기표현 태도가 SNS 셀피 행동에 미치는 영향
김동섭,백은수,추호정 한국의류산업학회 2017 한국의류산업학회지 Vol.19 No.6
This research aimed to understand selfie behavior in social networking sites (SNSs). The research was conducted on the basis of the functional theories of attitude, verified self-presentation attitude, and self-expression attitude that affect selfie behaviors (i.e., taking selfies, posting selfies, and taking selfies for fashion product exposure). The moderating effect of satisfaction toward one’s appearance was identified. The participants of the study were SNS users aged 20–30 years who had posted selfies in the past month. A survey was performed using an online panel of an international survey firm. The data were analyzed using hierarchical regression analysis on SPSS 22.0. Results corroborated that selfexpression attitude affected the number of selfies taken but not the number of selfies posted and those uploaded for fashion product exposure. Self-presentation attitude exerted a significant effect on the number of selfies posted and those uploaded for fashion product exposure. When satisfaction toward one’s appearance was high, self-presentation attitude increased the influence of the behaviors of posting selfies and uploading selfies for fashion product exposure. Self-expression attitude also significantly influenced the number of selfies taken due to the moderating effect of satisfaction toward one’s appearance. This research was made meaningful by its quantitative analysis of selfie behavior in SNSs. The results confirmed the different functions of attitudes affecting selfie behavior. With the improved understanding of selfie behavior obtained from this research, Social Media marketing may be carried out in various industrial fields in the future.
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Jeju Air: Branding of a K-Pop Airline
주우진,백은수,고경표 한국마케팅학회 2013 ASIA MARKETING JOURNAL Vol.14 No.4
South Korea’s LCC (Low Cost Carrier) industry, which started from the 2000s, brought upon a new lifestyle within the country. In Korea, unlike European or U.S. markets, air travel was limited and previous domestic airlines mostly focused on the business sector. The LCC industry had a shaky start with high initial investment and low load factors, but soon started to take root as they started to take over the domestic market and competed for overseas routes, making air travel a reality for the masses. Today, profitability of low-cost airlines have been improving as their routes expanded and load factors went up, especially in routes connecting China, Korea and Japan. Also, greater aircraft usage by utilizing “red-eye” flights to Southeast Asian destinations greatly improved the efficiency of aircraft operations. Further, the decrease of the public’s initial rejection of low-cost airlines also served as a contributing factor. A significant portion of the market for domestic flights is now owned by low-cost airlines. The market share of domestic flights for low-cost airlines, which was only 2.17% in2006, increased to 9.72% in 2008, to 27.35% in 2009, and to 34.1% in 2010. In the first half of 2011, the market share for domestic flights went over 40%. An industry specialist pointed out, “because domestic flights have short travel distances, price is more of a significant factor than service. Comparatively, this provides a structure in which low-cost airlines can easily advance.” Even in short-distance international flights such as flights to Japan, the advancement of low-cost airlines is continuing as of today. Jeju Air, which has shown the fastest growth rate among all domestic low-cost airlines, has exceeded 2 billion won in sales in 2011. Since its inaugural flight in 2006, its average yearly growth rate was 91%, and it has been earning surplus profits since the second half of 2010. In 2011, Jeju Air’s sales from international flights began to exceed those of domestic flights. In the fast growing market for low-cost airlines, there are many airlines from other Asian countries competing in the same market. In terms of price, Korean LCCs are positioned somewhere between a full service carrier (FSC) and a traditional LCC which charges as low as 50% of the FSCs fare. The ticket cost of domestic low-cost airlines is about 70%~80% that of major airlines such as Korean Air, or Asiana. In the following case study, we will examine and analyze the results of brand building strategies of Jeju Air, which has secured a new competitive advantage in the intensifying competitive landscape and is pursuing a significant leap as an Asian LCC. Specifically, we will analyze and contrast the brand building strategies, various customer satisfaction activities, and service management programs of successful global LCC firms such as Air Asia, Jetstar, and JetBlue. Jeju Air has benchmarked their success factors, and such principles have been reflected in Jeju Air’s brand building strategies, which began in April of 2012. Through the analysis of customer feedback collected in September of the same year, we aim to show the effectiveness and limitations of Jeju Air’s brand building strategies as well as present future challenges.
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