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.

교복(校服)의 사회심리학적(社會心理學的) 의미(意味)와 향후(向後) 연구과제(硏究課題)

여은아 ( Eun Ah Yoh ) 한국패션비즈니스학회 2001 패션 비즈니스 Vol.5 No.3

본 논문에서는 교복의 다양한 요소를 사회심리학적 이론에 적용하여 설명함으로써 교복에 대한 사회심리학적 의미를 연구하였다. 본 연구는: 1) 교복의 기능, 장점, 단점, 의미에 관한 기존 문헌자료를 조사하고, 2) 대표적인 다섯 가지 사회심리학 이론을 통하여 교복의 사회심리학적 의미를 조명하며, 3) 교복의 사회심리학적 측면에 관한 향후 연구방향과 과제를 도출하는 목적을 가진다. 교복의 사회심리학적 의미 연구에 사용된 이론은 conformity and uniformity, Post-modernism, role theory, symbolic interaction, 그리고 semiotics and informational processing 이었다. 상기한 다섯가지 이론을 바탕으로 도출한 향후 연구과제로는: 1) 교복 디자인 선택에 있어 학교의 가치기준과 목표 반영 정도, 2) 시대적, 조직적 변화에 대응하는 학생들의 교복변형 행동, 3) 교복도입 전후에 학생들의 역할 수행 변화와 학년에 따른 학생들의 교복행동 변화, 4) 교복 도입이 경제적으로 어려운 학생들의 의복박탈감과 자아존중감에 미치는 영향, 5) 관찰자에 따른 교복 의미 부여의 다양성 등이 제시되었다.

보문 : 패션관련 분야의 인턴십 프로그램에 관한 탐색적 연구 : 기업 실무자, 인턴십 참가자, 인턴십 희망자의 의식을 중심으로

여은아 ( Eun Ah Yoh ),이호정 ( Ho Jeong Lee ) 韓國衣類學會 2008 한국의류학회지 Vol.32 No.6

방향성 섬유제품의 소비현황 및 소비자 특성에 따른 차이 연구

여은아 ( Eun Ah Yoh ) 대한가정학회 2005 Human Ecology Research(HER) Vol.43 No.11

패션상품의 가격수용성에 영향을 미치는 변인연구 -가방, 구두, 자켓을 중심으로-

여은아 ( Yoh Eun Ah ) 한국의류학회 2014 한국의류학회지 Vol.38 No.2

Price acceptability has become an important issue in the current fashion market. This study explored diverse factors that affect price acceptability (level of acceptable price and range of acceptable price). Stimuli photos of fashion products (i.e., bag, shoes, and jacket) were developed and used for online experiments with 3,000 female consumers. Important results included factors that affected the price acceptability of fashion products were price-quality relation, price concern, and product attribute perception. The results showed that female consumers depended more on price-quality relations, more positively perceived product attributes, and were less sensitive to price; in addition, they tended to have a higher level of acceptable price as well as a wider range of acceptable price for fashion products. These results were consistent across all experiments with different fashion items (i.e., bag, shoes, and jacket). Based on the results, factors that influence the price acceptability were revealed. Marketing practitioners need to more actively consider implying advertising strategies that emphasize the advancement of product attributes such as quality for highpriced products.

향수제품 소비 및 구매행동에 관한 탐색적 연구

여은아 ( Eun Ah Yoh ) 대한가정학회 2004 Human Ecology Research(HER) Vol.42 No.9

연구논문 : 혁신적인 기업의 의미: 질적 연구를 통한 고찰

여은아 ( Eun Ah Yoh ) 한국의류산업학회 2012 한국의류산업학회지 Vol.14 No.1

The purpose of this study was to explore an intrinsic concept of ``company innovativeness`` based on qualitative data obtained from 54 practitioners with at least 5 year-experience in the industry. Data were analyzed based on the grounded theory and Nvivo 2.0 program. Based on results, seven theme were generated. Seven intrinsic theme include 5 intrinsic concepts such as learning orientation, excellence of human resource, treatment for employees, market orientation and work efficiency, and 2 performance concepts such as business performance and innovation performance. These diverse concepts were considered as an important guideline in judging whether a company is innovative or not. In addition, diverse programs were provided by companies for a purpose of enhancing company innovativeness. Based on results, a research model was suggested to be elaborated in future studies. Implications and suggestions were generated based on results.

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.

여성 환자의 부정적 정서 감소를 위한 패션테라피 적용

여은아 ( Eun Ah Yoh ) 복식문화학회 2015 服飾文化硏究 Vol.23 No.1

In this study, it is explored the effect of fashion therapy on depression, positive emotion, negative emotion, appearance interest, body satisfaction, self-esteem, and self-efficacy of female patients. Eight cancer patients and 12 general patients participated in the 4-week fashion therapy program. When comparing results before and after the fashion therapy, depression and negative emotions were significantly decreased while positive emotions and self-efficacy were significantly increased. There was no significant influence on appearance interest, body satisfaction, self-esteem, and self-efficacy. In group comparison, significant changes were observed in depression, positive emotion and negative emotion regardless of groups. However, cancer patients indicated a significant improvement in self-efficacy compared to general patients who did not whereas patients with a high level of depression showed a significant enhancement on body satisfaction compared to patients with a low level of depression. Also, patients with a low level of pain indicated a significant improvement on self-esteem and self-efficacy compared to patients with a high level of pain. Perceived effect and satisfaction of the fashion therapy were relatively high. Study results may positively contribute to building a knowledge and experimental base of fashion therapy that is widely applicable to diverse parties for the future.