모바일 소셜커머스 앱의 충성의도와 전환의도에 따른 시장세분화 -지각된 서비스 품질과 전환장벽의 차이-

성희원 ( Heewon Sung ),김은영 ( Eun Young Kim ) 한국의류학회 2019 한국의류학회지 Vol.43 No.1

Mobile shopping has spread rapidly in the consumer's daily life, and numerous fashion companies have now launched a mobile shopping application. By focusing on mobile social commerce apps, this study was to: (a) segment consumers based on loyalty and switching intentions, (b) to test differences in perceived service quality and switching barrier factors among segments, and (c) examine the effects of perceived service quality and switching barriers on loyalty intention. A total of 550 responses were obtained from mobile users in their 20s to 40s who purchased fashion products through a social commerce app in the last six months. Consumers were classified into four clusters: split-loyals, latent loyals, habitual loyals, and switchers. The split-loyal group showed the highest level of mean scores on perceived service quality and switching barrier factors; however, the switcher group showed the lowest mean scores. Of service qualities, app design had a significant effect on loyalty intentions in both split-loyal and latent loyal groups; the factors of ease of use and privacy had significant effects on loyalty intentions in switchers. Of switching barrier factors, virtual relationship had the most strongly effect on loyalty intention for the four segments.

패션산업의 ESG 활동 및 순환형 패션 비즈니스 현황 분석 - 2019-2021년도를 중심으로 -

성희원(Sung, Heewon),김혜린(Kim, Hye Rin) 한국디자인문화학회 2022 한국디자인문화학회지 Vol.28 No.2

소셜커머스 시장에서 지각된 관계혜택이 재구매의도와 구전의도에 미치는 영향: 만족의 매개효과 및 시장 전문성의 차이

성희원 ( Heewon Sung ),김은영 ( Eun Young Kim ) 한국패션비즈니스학회 2017 패션 비즈니스 Vol.21 No.2

The purposes of this study were to (a) identify dimensions of relational benefits in the social commerce market, (b) predict the effects of relational benefits on satisfaction, repurchase intention, and word of mouth (WOM) intention, (c) examine the mediating effects of satisfaction, and (d) compare the differences in the effects of relational benefits on satisfaction, repurchase intention, and WOM intention between the two groups of market mavenism. For collecting data, a self-administered questionnaire was undertaken by an online research agency. A total of 490 usable responses were obtained from consumers who have used social commerce sites. The sample included a slightly higher number of females (50.8%) than males and age was ranged from 20 years to 40 years. An exploratory factor analysis generated four factors of relational benefits such as confidence, convenience, special treatment, and information. Multiple regression models showed that confidence, convenience, and special treatment benefits were significant predictors of satisfaction and repurchase intention; the confidence and convenience benefits were significant for WOM intention. Satisfaction significantly mediated the relationship between relational benefits and repurchase intention, and the relationship between relational benefits and WOM intention. The group with high level of market mavenism more highly perceived the relational benefits than the other groups. Confidence benefit had a significant effect on repurchase intention regardless of the level of market mavenism, while convenience benefit had a significant effect on repurchase intention in the non-market maven group. This study discussed the managerial implications for customer relationship management in the social commerce marketplace.

시장 전문성과 유행 선도력의 심리적 영향 요인 비교 연구

성희원 ( Heewon Sung ),김은영 ( Eun Young Kim ) 한국패션비즈니스학회 2015 패션 비즈니스 Vol.19 No.5

The purpose of this study is to examine and compare effects of psychological factors on market mavenism and fashion leadership in order to determine the differences of two influential groups in the marketplace. The data were collected from 20’s-50’s consumers through an online survey institute and a total of 857 questionnaires were analyzed. Demographic variables (gender, age, and income level) were entered into the regression model 1 as independent variables, and 6 factors of consumer self-confidence, clothing involvement, status consumption, and price consciousness were entered into the regression model 2. In the regression model 1, gender (female) alone was significant in explaining market mavenism, while the income level had a positive relationship with fashion leadership. In the regression model 2, information acquisition, social outcome, persuasion knowledge among consumer self-confidence, and status consumption were significant predictors of market mavenism. On the other hand, personal outcome, social outcome, persuasion knowledge, clothing involvement, and status consumption had an effect on the fashion leadership. When comparing magnitudes of effects in predicting market mavenism and fashion leadership, social outcome and status consumption showed to have stronger impacts on fashion leadership than on market mavenism. Psychological factors showed to be more powerful in predicting market mavenism or fashion leadership, as compared to demographic variables.

연구논문 : 모바일 쇼핑 활성화를 위한 스마트폰 패션 어플리케이션에 대한 탐색적 연구

성희원 ( Heewon Sung ) 한국의류산업학회 2013 한국의류산업학회지 Vol.14 No.6

As smartphones permeate the consumer lifestyle, branded application and mobile shopping have also received increased attention as an important marketing channel. This study identifies the general information about the use of smartphones, attitudes toward fashion applications, and mobile shopping intentions for smartphone users. Focus group interviews were conducted and 22 interviewees participated. The age of the participants ranged from 21 to 45 years old (55% were females). When examining the motivation to adopt a smartphone, respondents presented the comparable characteristics of early adopters and late adopters according to the time of adoption. Most respondents over the age of 30 showed some troubles to use a smartphone; however, participants in their 20s tended to enjoy exploring the new technology. More than half of respondents were aware of fashion applications, but were dissatisfied with fashion apps and used them infrequently. Respondents pointed out that fashion related apps were not too practical because they were not updated regularly, provided only limited information, and focused on brand promotions. In order to increase the intention to adopt mobile shopping, the price and payment security system needs to be considered. This was an exploratory study to identify the possibility of fashion branded apps as a major distribution channel. The findings of this study provide fundamental information to formulate marketing strategies for fashion businesses that have developed fashion apps.

3D를 이용한 디자인 제작 시스템의 수용가능성 조사

성정환(Sung Junghwan),성희원(Sung Heewon) 한국디자인학회 2007 디자인학연구 Vol.20 No.4

기호학 관점으로 분석한 인터랙티브 아트와 관객의 관계

성정환(Sung, Junghwan),성희원(Sung, Heewon) 한국디지털디자인협의회 2014 디지털디자인학연구 Vol.14 No.4

디지털 기술의 발달과 함께 관객과의 능동적 상호작용에 기반한 다양한 인터랙티브 아트가 등장하고 있다. 기존 예술작품과 비교하였을 때, 관객과의 적극적인 관계맺음이 필요한 인터랙티브 아트는 인간의 몸틀이 갖는 이중적 속성을 담지하고 있다. 즉 인터랙티브 아트는 세계에 대한 지각의 대상이자 주체이며, 세계에 자신을 드러내는 표상이자 세계를 비추는 거울이고, 세계의 변화에 즉시적으로 대응할 수 있는 습관적 층위와 새로운 변화에 자신을 재 생성시키는 현실적 층위로 인해 구체적인 행동과 추상적인 행동을 할 수 있다. 이러한 인터랙티브 아트의 몸틀이 갖는 이중적 속성은 관객과의 다양한 관계맺음을 형성하는데 본 논문에서는 이를 1차적, 2차적, 그리고 3차적 관계로 구분하여 설명한다. 1차적 관계는 인터랙티브 아트와 관객과의 원활한 소통을 위해 명백하고 일의적인 관계를 의미하고, 2차적 관계는 작품의 표상을 관객의 주관적, 문화적 관점에 따라 다양하게 지각하는 관계를 의미한다. 그러나 인터랙티브 아트와 관객의 진정한 관계는 3차적 관계에 있으며, 이는 작품에서 드러내는 표상이 어떤 의미와도 단절된 상태로 관객에게 낯설게 다가올 때 발생되는 관계다. 인터랙티브 아트는 세계의 다양한 변화를 자신의 몸틀로 받아들이고 1차적, 2차적, 3차적 관계의 복합된 속성의 표상을 관객에게 지속적으로 전달함으로써 관객과의 능동적인 관계맺음을 유지할 수 있게 된다. Development of Digital technology has raised various interactive art with active relation with audience these days. Compared to other art forms, interactive art that requires interaction with audience has duality of body schema, which usually belongs to human being. Interactive art"s body schema is both subject and object of perception, both signifier to expose itself and mirror to reflect world, and reacts to worlds by instinct with its habitual process or responds to world changing to reorganize its body schema with new habitual process. These dual properties of interactive art causes various relations with audience, which we call these are 1st, 2nd, and 3rd relationship. 1st relationship between interactive art and audience is obvious and manifest relation for smooth communication. 2nd relationship is ambiguous and polysemous relation that audience could perceive art work based on his/her subjective and cultural viewpoint. When it comes to third relationship, all the previous meaning occurred in between art works and audience becomes eliminated to end up having meaninglessness, and audience could meet a strange beings when all the existent habits and meanings become dissipated in art work. Therefore, Interactive art could sustain and expand this interactive relationship with audience by perceiving endless change of world with its body schema, and by delivering representation that has 1st, 2nd, and 3rd relation to audience.

가상현실(웹3D)을 이용한 인터넷 의류제품 쇼핑몰이 소비자 구매의사결정단계에 미치는 영향에 관한 연구

성정환(Sung Junghwan),성희원(Sung Heewon) 한국디자인학회 2004 디자인학연구 Vol.17 No.4

가격인지차원과 제품 속성이 브랜드 충성도와 재구매의도에 미치는 영향

배은정(Bae, EunJung),성희원(Sung, Heewon) 한국생활과학회 2014 한국생활과학회지 Vol.23 No.2

This study analyzed the effects of price perception and product attributes on brand loyalty and repurchase intention, and compared the differences in high- and low-priced cosmetic brands. Data were collected from female consumers in their 20s to 40s and a total of 411 responses were used for the final analysis. Findings were as follows. First, when comparing high- and low-priced brands, personal attribute and experiential attribute among cosmetic attributes, brand loyalty, and repurchase intention of high-priced showed the higher mean scores than those of low-priced. Second, all of three cosmetic attributes and P-Q/prestige were significant for high-priced brand loyalty, while experiential attribute, personal attribute, P-Q/prestige, and price consciousness were significant for low priced brand loyalty. Third, with respect to repurchase intention, all of three cosmetic attributes, P-Q/prestige, and sales proneness were significant for high-priced, while experiential attribute, personal attribute, and P-Q/prestige were significant for low-priced. Personal attribute contributed the most to high-priced brand loyalty and repurchase intention, whereas experiential attribute to low-priced. The findings of this study would be helpful to understand the purchase of high and low priced cosmetic brands. The managerial implications for cosmetic brand marketers were provided.

점포내 디지털 사이니지 환경에서 소비자 감정체험과 접근/회피행동-지각된 놀라움의 조절효과-

김은영 ( Eun Young Kim ),성희원 ( Heewon Sung ) 한국의류학회 2017 한국의류학회지 Vol.41 No.2

This study predicted consumer approach/avoidance behavior through consumer emotional experiences and examined the moderating effect of perceived surprises in the context of digital signage in store environments. A self-administered questionnaire consisted of consumer emotional experience (e.g., pleasure, arousal, and dominance), approach-avoidance behavior and perceived surprise by digital signage. A total of 278 usable responses were obtained from consumers who experienced digital signage at fashion retail stores. The findings support the Mehrabian-Russell model in the context of digital signage. Approach behavior was predicted by pleasure and arousal emotional experience, while avoidance behavior was predicted by dominance. The moderating effect of perceived surprise was also indicated in the effect of emotional experience on approach or avoidance behavior. In the high level of perceived surprise, pleasure and arousal had significant effects on approach behavior, whereas dominance had significant effect on avoidance behavior. This study discussed theoretical and managerial implications for creating emotional experiences and developing strategic store management by utilizing new digital technology within the fashion retail environments.