어머니의 양육태도가 자녀의복 추구혜택에 미치는 영향과 의복관여의 조절효과

윤초롱 ( Cho Rong Youn ),정경화 ( Kyung Hwa Chung ),이유리 ( Yu Ri Lee ) 대한가정학회 2009 Human Ecology Research(HER) Vol.47 No.3

SPA 브랜드의 친환경 활동 커뮤니케이션이 친환경 제품에 대한 지불의사에 미치는 영향

윤초롱(Youn, Cho Rong) 한국디자인문화학회 2016 한국디자인문화학회지 Vol.22 No.1

본 연구는 소비자의 친환경 태도가 친환경 제품 구매행동으로 이어지는 것을 막는 주요 장애물이 높은 가격이라는 점에 주목하고, 커뮤니케이션을 통해 가격장벽을 극복할 수 있을지 살펴보고자 하였다. 이를 위해, SPA 브랜드의 친환경 패션 제품에 대한 지불의사를 대상으로, 친환경 커뮤니케이션이 제공되지 않은 집단과 패션 브랜드의 대표적인 친환경 활동 네 가지를 다룬 커뮤니케이션을 접한 집단을 비교하였다. 20대, 30대 남녀 소비자 320명을 대상으로 온라인 설문조사를 실시하였다. 응답자는 SPA 브랜드의 친환경제품 개발, 제품 리사이클, 환경보호기금 기부 캠페인, 친환경 매장 운영 중 하나를 다룬 가상의 기사를 제시하는 설문지 혹은 아무런 기사도 제공하지 않는 설문지에 무작위 할당되었다. 분석 결과, SPA 브랜드의 친환경 활동에 대한 커뮤니케이션을 접한 소비자는 커뮤니케이션을 접하지 않은 소비자에 비해 친환경제품에 높은 지불의사를 나타내었다. 구체적으로 각 활동에 대한 커뮤니케이션의 효과를 비교한 결과, 친환경 제품 개발의 지불의사가 가장 높았으며, 그 뒤로 환경보호기금 기부 캠페인, 친환경 매장 운영, 제품리사이클의 순으로 지불의사가 높게 확인되었다. 커뮤니케이션을 접하지 않은 소비자에 비해 통계적으로 높은 지불의사를 보인 경우는 친환경 제품 개발에 대한 커뮤니케이션에 노출된 통제집단뿐이었으나, 통제집단의 평균 지불의사와 비교하면 최소 4.3%에서 최대 24.0%까지 높은 지불의사를 보여, 친환경 활동에 대한 커뮤니케이션이 가격 장벽을 허무는 데에 효과가 있음을 알 수 있었다. This study is based on the high price that works as a major barrier to purchase of eco-friendly products. The study investigates whether SPA brands" eco-communication can elevate the willingness to pay (WTP) for eco-friendly products and examines the differences of the communication effects by four eco-friendly activity types: 1) eco-friendly products, 2) products recycle, 3) fund-raising for environmental protection, and 4) eco-friendly stores. Four types of survey (for experiment) with different fictitious news stories about the four types of eco-friendly activities and a survey (for control) without news story are developed, then one of them is randomly assigned to a participant. The 320 survey participants are asked to answer the willingness to pay for a eco-friendly product with a type of stimuli (experimental group) or without a stimulus (control group). The result of the research indicates that fashion companies" communications on eco-friendly activities have positive effects on overcoming the price barrier of eco-friendly purchase. Communications of eco-friendly products is the most effective, and fund-raising for environmental protection, communications of eco-friendly stores and products recycle are effective in order. The WTP of respondents encountering communications of eco-friendly product is only higher significantly than that of control group. However, that the higher WTP of experimental group (from 4.3% to 24.0%) than that of control group indicates the positive effect of SPA brands" eco-communication.

전문분야에 따른 의복 선택에 관한 연구

윤초롱(Cho Rong Youn),이윤경(Yoon Kyung Lee) 한국디자인문화학회 2013 한국디자인문화학회지 Vol.19 No.1

상황에 따라 어떤 옷을 착장하는가는 그 사람의 첫 인상을 결정하는데 주요한 역할을 한다고 할 수 있다. 본 연구에서는 다수가 생각하는 TED 강연과 같은 동일한 상황에 적합하다고 판단되는 착장방식을 살펴봄으로써 특정 상황에 따른 이상적인 착장방식이 있는지 살펴보고 착장방식의 차이에 영향력을 미치는 요인을 살펴보고자 한다. 본 연구는 (1) 의복 행동이 강사의 전문분야와의 관계성을 분석하고 (2) 채택된 스타일이 분야와 성별에 따라 어떤 관계가 있는지 분석하는 것을 목적으로 한다.연구의 대상은 최근 전 세계적으로 관심을 모으고 있는 TED(TED.com)의 강연자들이 선택한 착장방법에 따른 아이템을 분석하고, 이러한 스타일이 특정 분야 또는 성별, 나이에 따라 어떠한 차이가 있는지 분석하였다. 본 연구는 2012년 1년 동안 개시된 총 274편의 비디오 파일을 대상으로 하였다. 분야는 TED의 카데고리 기준에 따라 테크놀러지(Technology), 엔터테인먼트(Entertainment), 디자인(Design), 비즈니스(Business), 사이언스(Science), 글로벌 이슈(Global Issues) 6가지로 나누었으며 발표자의 착장 아이템에 따라 크게 포멀 웨어와 캐주얼 웨어로 분류하여 분석하였다. 분석결과를 살펴보면 남성은 여성에 비해 더 다양한 스타일을 채택하고 있었으며, 채택된 아이템은 셔츠/ 자켓과 진 팬츠, 티셔츠와 진 팬츠 또는 수트로 나누어졌다. 여성은 분야에 상관없이 압도적으로 포멀웨어의 선택이 높았으며 그 대상은 포멀 원피스 또는 자켓과 팬츠, 캐주얼 원피스를 선택하고 있었다. 가장특성이 두드러지게 나타난 세 가지 분야를 중심으로 스타일을 살펴보면 1) 테크놀로지: 포멀한 상의와 캐주얼 하의, 2) 과학: 포멀한 상의와 하의, 캐주얼한 상의와 하의, 3) 글로벌 이슈: 포멀한 상의와 하의 착장의 빈도수가 높게 나타났다. One of the first things that people look at when judging others is clothing, which can sometimes send a clear signal about the wearer. In this study, there are what they are wearing depending on significant situation and which element is differently effective to select style at the presentation via large number of judgment in the same situation such as TED presentation. The purpose of this study was to analyze: (1) the clothing-behavior depending on which field and area of interest the speaker is presenting about (2) the interacting effect of gender on clothing style. This study analyzed the TED speakers` style. All video files posted on TED.com from January to December in 2012 were used for the study. The total number of video files analyzed was 274. Speakers were classified according to wearing styles and formal/casual items. The area is separated by 6 different categories such as technology, entertainment, design, business, science and global issues following categories of TED and speakers` style was categorized by formal wear and casual wear. As result of content analysis, we found the differences depending on gender and depending on the subject of presentation. Male presenters selected a wider selection of styles compared to female presenters, opting for combinations such as shirts / jacket + jean pants, t-shirts + jean pants, or a suit. However, the research has shown that female presenters pretty much preferred unified styles such as jackets + pants, formal dress, or casual dress regardless of the subject of presentation. Depending on the subject of presentation, speakers chose different types of clothing; 1) Technology: formal top & casual bottoms, 2) science: formal top & bottoms, casual top & bottom, and 3) global issue: formal top & bottoms.

연구논문 : SPA 브랜드의 녹색 마케팅에 따른 브랜드 태도와 녹색 소비행동의도의 차이

윤초롱 ( Cho Rong Youn ) 한국의류학회 2014 한국의류학회지 Vol.38 No.3

Green marketing is efforts to achieve the environmental responsibility in all marketing activities, This study investigates the contribution of SPA fashion brands` green marketing activities to consumers` green behavior and the brands` growth as well as the natural environment. Green marketing activities are classified by pro-duct relevance and consumer participation. An online survey is conducted using scenarios developed accor-ding to the two (hihh/low product relevance) by two (high/low consumer participation) research design. Green consuming intention and brand attitude are compared by product relevance and consumer participattion. The positive effects of consumer participation and the interaction effect of product relevance and consumer participation on brand attitude. Based on the results, this study suggests effective green marketing activities for fashion brands

국가별 TED 강연자의 의복선택을 통해 본수트에서 캐주얼 웨어까지 착용 변화

이윤경 ( Yoon Kyung Lee ),윤초롱 ( Cho Rong Youn ) 한국의류학회 2014 한국의류학회지 Vol.38 No.1

This study investigated the difference of clothing-behavior for the same occasions in terms of a cross cultural context. It analyzed clothing items worn by TED speakers via video at TED.com in the US, UK, France, Japan, and South Korea from October to December 2012. An analysis on the 233 videos showed considerable differences among countries. American speakers wore casual items on the top and formal wear on the bottom. Most British speakers wore the same styles on the top and the bottom outfits such as ``formal-top & formal-bottom`` or ``casual-top & casual-bottom``. French speakers chose mix and match styles. Japanese and Koreans selected the same styles on the top and the bottom outfits such as ``formal-top & formal-bottom`` or ``casual-top & casual-bottom``. In particular, Japanese speakers selected various casual items more than other countries` speakers. Korean senior speakers had a preference to wear more formal clothing and young people liked more casual attachments. This study found that clothing attachments differed by cultural context and generation.

보문 : 청소년들의 전통문화인식에 따른 한국적 패션문화상품에 대한 이미지 연상

문희강 ( Hee Kang Moon ),윤초롱 ( Cho Rong Youn ) 한국의류학회 2011 한국의류학회지 Vol.35 No.1

This study provides guidelines for the development of Korean fashion cultural products. This study identified adolescents` perception of Korean traditional culture and examined their attitudes towards the fashion cultural products of the Korean image with a focus on their image association of those products. For this study, questionnaire data from 447 adolescents was used for statistical analysis. Adolescents were classified into three groups (apathy group, modernization group, and balanced succession group) according to their perception of Korean traditional culture. There were notable differences among the three groups in the image association with the fashion cultural products of Korean image and their value seeking. A large number of adolescents showed positive attitudes towards products with splendid and decorative images as well as simple and refined images. It is important to maintain a balanced strategy in developing cultural products between modernization and the succession of traditional images in order to magnify the market opportunities for fashion cultural products of the Korean image that focus on adolescents.

패션소매유통기업의 사회적 무책임 위기에 대한 능동형 CSR 활동의 방어 효과와 수동형 CSR 활동의 극복 효과

최윤영 ( Yun Young Choi ),윤초롱 ( Cho Rong Youn ),이유리 ( Yuri Lee ) 한국의류학회 2014 한국의류학회지 Vol.38 No.4

This study examines the effectiveness of CSR through the expectancy disconfirmation theory. The change of CSR belief after a corporate social irresponsibility (CSIR) crisis was investigated in terms of activity timing (proactive activities before CSIR crisis / reactive activities after CSIR crisis). Study 1 explores the influence of CSR belief perceptions formed through usual CSR activities on CSR belief decline after a CSIR crisis and the moderating effect of CSR activity types. Higher CSR belief perceptions are formed through usual CSR activities that result in a large CSR belief decline. The moderating effect of CSR activity types on CSR belief decline is found. Volunteer activity has the strongest depending effect on CSIR crisis. Study2 explores the influence of CSR belief perceptions formed through CSIR crisis on a CSR belief incline after CSR activities and the moderating effect of CSR activity types. The lower CSR belief perception after CSIR crisis results in a high CSR belief incline after CSR activities. The moderating effect of CSR activity types on CSR belief incline is found. Cause-related marketing has the strongest overcoming effect on a CSIR crisis.

의류 브랜드의 체험마케팅 활동에 대한 지각이 소비자 브랜드 태도에 미치는 영향

문희강 ( Hee Kang Moon ),윤초롱 ( Cho Rong Youn ),박지은 ( Ji Eun Park ),이유리 ( Yu Ri Lee ) 한국의류산업학회 2008 한국의류산업학회지 Vol.10 No.2