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그린 마케팅 전략을 위한 친환경 패션제품에 대한 소비자의 태도와 구매행동에 관한 연구
주성래 ( Seong Rae Ju ),정명선 ( Myung Sun Chung ) 복식문화학회 2014 服飾文化硏究 Vol.22 No.4
This study set out to investigate consumers` attitudes toward pro-environment, and their actual purchasing behavior. It aimed to empirically examine the effects of the consumers` attitudes toward pro-environmental products, the importance of the product attributes and the perceived value of the companies` environmental activities, on their purchasing behavior of eco-friendly fashion products, including their satisfaction, trust, and repurchase intention. The questionnaires were administered on 304 married women with previous experience of buying eco-friendly fashion products. The results were as follows. First, the consumers` behavioral patterns in terms of environmental concerns and the purchasing of eco-friendly household items were significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Second, the importance of eco-friendly attributes was significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Third, the perceived value of corporate environmental activity was not related to the purchasing behaviors of eco-friendly fashion products. Finally, the purchasing behavior of eco-friendly fashion products was significantly positive in relation to the satisfaction with eco-friendly fashion products as well as the trust and repurchase intention, and satisfaction and trust positively affected the repurchase intention. The implication of the research and direction for future study were discussed.
패션기업의 지속가능경영을 위한 CSR 활동의 평가 - 지각된 적합성과 동기의 조절효과를 중심으로 -
주성래 ( Seong Rae Ju ),정명선 ( Myung Sun Chung ) 복식문화학회 2015 服飾文化硏究 Vol.23 No.4
The social responsibility of fashion companies has become a crucial factor considering company image and awareness. Businesses have thus increased their CSR activities. However, few studies have shown clear and consistent results regarding the effectiveness of CSR activities. Therefore, this study focuses on the evaluation of the direct effect of CSR on trust and corporate reputation including its moderation by consumer``s perceived fit and motivation. A total of 284 completed questionnaires were obtained from adult consumers in the fashion market with promotional leaflets for CSR activities as stimuli. The results were as follows. First, the dimensions for CSR activities were categorized as follows: Social welfare responsibility, environment protection, economic responsibility, social regulation compliance, customer protection, and culture and arts support. Further social regulation compliance, and economic and social welfare responsibilities positively affected corporate trust and reputation. Second, the main effect of perceived CSR activities and fit on corporate trust and reputation was significant, and the interaction effects of the social welfare, environment protection, and culture and arts support of CSR activities and fit were significant. Finally, the interaction effect of perceived CSR activities and motivation on corporate trust and reputation was not significant, but the main effect was significant. Implications of how to manage and enhance the effectiveness of CSR activities are offered.
패션업체 로열티 프로그램에 대한 대학생의 지각된 가치와 만족이 충성도에 미치는 영향
주성래 ( Seong Rae Ju ),정명선 ( Myung Sun Chung ) 복식문화학회 2012 服飾文化硏究 Vol.20 No.3
Loyalty programs are used by many fashion firms as marketing tools for reducing customer switching and increasing customer loyalty in keen market competition conditions. The purpose of this study is to explore and propose an effective implementation of a loyalty program for a targeted fashion firm`s customers by grasping their perceived value of and satisfaction with the loyalty program. Questionnaires were administered to 329 college students in Gwangju. For data analysis, factor analysis, Chronbach`s α, correlation analysis, and a Structural Equation Model using the LISREL 8.30 program were applied. The results were as follows. First, the degree of perceived value of the loyalty program was classified according to cash value, convenience of use, aspirational value, and suitability of use. The aspirational value and cash value significantly affected the students` satisfaction with the loyalty program, but the convenience of use and suitability of use were not significant. Second, higher satisfaction with the loyalty program was related to higher overall customer satisfaction but did not affect customer trust and loyalty. Finally, higher overall satisfaction was related to customer trust but did not affect customer loyalty, and higher trust affected customer loyalty.
보문 : 동대문 패션시장의 구매자-공급자 간의 거래특성이 관계결속에 미치는 영향 -지역 패션 소매업체의 관점에서-
정명선 ( Myung Sun Chung ),주성래 ( Seong Rae Ju ) 한국의류학회 2011 한국의류학회지 Vol.35 No.8
This study identified the present state of store and selection criteria of supplier from the regional fashion buyer point of view and examined the effects of the factors of relative impact between buyer and supplier on the relational bond. The interviews and questionnaires were administered to the owners or the sellers of 85 fashion retail stores in Gwangju. For analysis of data, frequency, means, factor analysis, Cronbach`s α and regression analysis were applied. The results were as follows. First, in the results of examining the actual conditions of store managers for fashion buyers, fashion buyers complained about lengthy travelling and time consumption inconvenience. They also reported decrease in margin and monthly mean sales over last year. Second, the most important selection the criteria for the supplier were product power, followed by a convenient store layout. Finally, higher quality communication, more compromises, and higher dependence were affected with higher satisfaction, trust, and commitment in suppliers; conversely, the trust and commitment of the buyers decreased relative to the increased power of the suppliers.
남자 대학생의 나르시시즘과 외모관심도가 화장태도 및 화장행동에 미치는 영향
김수민(Su Min Kim),주성래(Seong-Rae Ju) 한국인체미용예술학회 2018 한국인체미용예술학회지 Vol.19 No.3
With the change in makeup culture, more men have shown interest in makeup. It is now an era in which men are expressing themselves through makeup. Under these circumstances, many adult men from young to middle aged have been interested in cosmetics, from foundation to color cosmetics. At the same time, their purchase of cosmetics has increased. As appearance management is important to stay competitive and more appealing, a narcissistic instinct has made college men more interested in makeup attitudes and behaviors. According to previous studies, men’s beauty has evolved from eyebrow care to even color makeup, correcting more segmented skin tones, and a self-loving healthy and positive mental state among psychological mechanisms having an influence on make psychology, attitude, appearance perception and appearance management has been confirmed. First, in terms of college men’s narcissism, superiority and privileged entitlement, leadership and self-confidence and success and compliment were derived. In terms of makeup behavior, two factors were obtained: basic skincare behavior and makeup management behavior. Second, overall, narcissism had a significant influence on makeup attitude and makeup behavior. Lastly, college men’s makeup attitude had a significant effect on makeup behavior. Based on such makeup attitude and behavior, conventional makeup brands have recently focused on home lines from eyebrows to tints and are expected to keep growing.