국내산 닥 줌치한지의 물리적 성질 -줌치치기 시간, 초지기법, 합지 수에 따른 강도 차이-

홍희숙,조현진,김성주,Hong, Heesook,Jo, Hyun Jin,Kim, Seong Ju 한국의류학회 2017 한국의류학회지 Vol.41 No.4

This study examined the effects of the number of Dakji layer (a layer, two layers), the time of Jumchichigi (20, 40 and 60 minutes) and the type of Choji method making Dakji (Oebal-teugi, Ssangbal-teugi) on five strength properties of Jumchi-Hanji. As a result, the number of Dakji layer and the time of Jumchichigi influenced the five strength properties (tensile, wet tensile, tearing, bursting, and folding strengths). Jumchi-Hanjis made with two layers of Dakijis had higher properties than Jumchi-Hanjis with a layer of Dakji in the strength properties. The more the time for Jumchichigi is spent, the more the five strength properties of Jumchi-Hanji increased. The type of Choji was related to only three strength properties. The tearing strength of Jumchi-Hanjis with one and two layers, and the wet tensile and the folding strengths of Jumchi-Hanjis with two layers depended on the type of Choji. The differences of Jumchi-Hanji and Dakji were also identified in the strength properties. All Jumchi-Hanjis had low tensile and wet tensile strengths when compared to Dakjis. However, Jumchi-Hanjis, made by sixty minute Jumchchigi, had generally higher tearing, bursting, and folding strengths than the Dakjis. In conclusion, the strength properties of Jumchi-Hanji could be improved by controlling the number of Dakji layers and the time of Jumchichigi.

온라인 점포의 의류상품 구매후기 정보 중요도

홍희숙(Hong, Heesook) 한국소비문화학회 2012 소비문화연구 Vol.15 No.2

This study investigated 1) motives for reading after-purchase consumer reviews posted on apparel products which online stores sell, 2) identified the effects of the motives on the importance of review information, and 3) examined relationship between the importance of review information and the amount of reading reviews hosted by online store sites. Data were collected from 318 Korean females of 20’s and 30’s by online survey. Variables were measured by 5-point scales and variables’ convergence and discriminant validities were confirmed by confirmatory factor analysis. Measurement and path models were tested using AMOS 18.0. The four type of motives were classified by factor analysis: Right product choice, risk reduction, saving time/money, and fun/killing time. A motive of right product choice was positively related to the importance of product-related information(contents related to intrinsic attributes, body fitness/redeeming of body defect, and return/refund of products). A motive of risk reduction was positively related to the importance of product-related information, negative emotion information, and stores’ reputation/credibility information. A motive of saving time/money was positively related to the importance of e-WOM information about price comparison/financial benefits and a motive of fun and killing time was negatively related to price comparison/financial benefits. The importance of product-related information and price comparison/financial benefit information were positively related to the amount of reading reviews hosted by online store sites. Managerial implications were presented focusing on what information is needed to be conveyed by after-purchase reviews which online stores host. 본 연구는 온라인 점포 의류상품평 구전채널 구매후기를 읽는 동기 유형에 따라 중요시되는 구매후기 정보내용이 무엇인지를 규명하는 한편 중요시 하는 구매후기 정보 내용과 구매후기를 읽는 정도의 관계를 규명하였다. 자료는 온라인 설문지를 이용하여 국내 여성 318명을 대상으로 수집되었다. 연구변인들은 5점 리커트 척도와 평정 척도로 측정되었으며, 확인적 요인분석을 통해 연구변인들의 수렴타당도와 판별타당도가 검증되었다. 구조방정식 경로모형을 통해 인과관계를 검증한 결과, 올바른 상품 선택 동기가 높을수록 상품관련 정보(상품의 내재적 속성 정보, 체형적합성 정보, 반품/환불 정보)를 중요시 하였다. 지각된 위험감소 동기로 구매후기를 읽는 경우, 상품관련 정보, 부정적 감정 정보, 점포 평판/신용 정보를 중요시 하였으며, 금전/시간 절약 동기로 구매후기를 읽는 경우 가격비교/경제적 혜택 정보를 중요시 하였다. 오락적 동기로 구매후기를 읽는 경우 가격비교/경제적 혜택 정보에 대한 중요도가 낮았다. 상품관련 정보에 대한 중요도가 높을수록, 가격비교/경제적 혜택 정보에 대한 중요도가 낮을수록, 온라인 점포 구전채널 구매후기를 읽는 정도가 높았다. 의류상품 구매후기를 읽는 동기 유형, 구매후기 정보 중요도, 구매후기를 읽는 정도와 관련하여 온라인 점포에 확보되어야 하는 구매후기 정보 내용들이 무엇인지에 대한 시사점이 제시되었다.

제주 갈옷과 감물염색

홍희숙(Heesook Hong) 한국색채학회 2003 한국색채학회 학술대회 Vol.2003 No.-

모바일 패션 앱의 지각된 유용성과 위험 및 행동의도 -중국인 유학생 초점집단 면접 조사-

홍희숙 ( Heesook Hong ),순위 ( Yu Sun ),이승은 ( Seung-eun Lee ) 한국의류학회 2020 한국의류학회지 Vol.44 No.2

This exploratory study investigated Chinese consumers’ perceived usefulness and risks of fashion apps and identified reasons for continuance and discontinuance intentions. This study conducted focus group interviews with a convenience sample of 13 Chinese students majoring in fashion in Korea. Based on interviewee responses, this study identified five attributes leading the perceived usefulness of mobile fashion apps (ubiquity and convenience, multi-media information, personalization, interactivity between consumers, and immediate-ness) and sub elements related to the five attributes. Five types of perceived risk (privacy risk, security risk, product risk, loss of future opportunity, and time risk) were identified in relation to Chinese consumers’ use of fashion apps. The important role of live streaming services was uniquely identified by Chinese fashion app users. Usefulness of location-based information provided by mobile fashion apps were differently perceived according to respondents’ use purpose, and augmented reality services provided by the apps were related to entertainment rather than usefulness. This study provides meaningful insights into Chinese consumers’ perceptions of fashion apps and important app attributes that influence their continuance and discontinuance intentions. The findings from this study lend preliminary implications for future researchers and fashion businesses interested in the Chinese app market.

온라인 점포의 상품구매후기에 대한 소비자 지각이 온라인 쇼핑에 대한 지각과 온라인 구매의도에 미치는 영향

홍희숙 ( Heesook Hong ),석유경 ( Yoo Kyoung Seock ),김소영 ( Soyoung Kim ) 한국소비자학회 2015 소비자학연구 Vol.26 No.4

본 연구의 목적은 온라인 점포 상품구매후기에 대한 지각이 온라인 쇼핑에 대한 지각과 온라인 구매의도에 어떠한 영향을 미치는지를 규명하는 것이다. 설문조사를 통해 미국 대학생들의 자료가 수집되었다. 연구변인들 간 영향 관계를 나타낸 구조방정식 모형을 분석한 결과, 측정모형과 연구모형의 적합도는 기준치에 부합하였다. 가설 검증 결과, 온라인 점포의 상품구매후기가 유용하게 지각될수록 온라인 쇼핑 또한 유용하게 지각되었다. 반면, 온라인 점포의 상품구매후기에 대해 회의적인 소비자일수록 온라인 쇼핑에 대한 위험지각이 높았다. 그리고 온라인 쇼핑에 대한 위험지각이 높을수록 온라인 쇼핑 유용성에 대한 지각이 낮고 온라인 구매의도가 낮았다. 그러나 온라인 점포 상품구매후기에 대한 지각과 온라인 구매의도의 직접적 관계는 비유의적 이었다. 즉 온라인 점포 상품구매후기에 대한 소비자 지각은 온라인 쇼핑에 대한 태도(위험지각, 유용성 지각)를 매개변인으로 하여 온라인 구매의도에 간접적으로 영향을 미침이 확인되었다. 이것은 소비자가 온라인점포의 상품구매후기를 어떻게 지각하느냐에 따라 온라인 쇼핑에 대한 태도 및 온라인을 통한 상품 구매의도 가 달라짐을 의미한다. 온라인 점포의 상품구매후기에 대한 회의적 지각을 낮추고, 상품구매후기에 대한 유용 성 지각을 높이기 위한 방안이 논의되었다. As an increasing number of US online shoppers rely on online reviews to make their purchase decisions, scholars have conducted considerable research to identify characteristics of useful and credible online reviews. However little research exists that uses attitudinal data to examine how shoppers’ perceptions of online reviews influence their online purchase decisions. A research model was developed based on previous studies that proposed the causal relationships among consumer perceptions of online product reviews, perceptions of online shopping, and the shoppers’ intention to purchase online. A total of 293 college students enrolled at a southeastern university in the United States participated in the study and the research hypotheses were examined using a structural equation model analysis. Results indicated that consumers`` perceived usefulness of online reviews enhanced their perceptions of online shopping usefulness, which in turn, increased intention to purchase products online. Further, the results showed that consumers’ skepticism toward online reviews significantly increased consumers’ perception of online shopping risk, which subsequently lowered consumers’ perceived usefulness of online shopping. In this study, consumers`` skepticism towards online reviews negatively and indirectly influenced their intention to purchase online through the mediating variables of perceived risk and usefulness of online shopping. The results of this study suggest that consumers’ perceptions of online product reviews (including both skepticism toward and perceived usefulness of online product reviews) are critical cues that affect their trust in online shopping as well as their purchase intent from the online store. Online retailers need to establish mechanisms or programs to increase consumers’ perception of review usefulness through the improved quality and credibility of review information and thus, in turn, reduce skepticism toward the reviews and enhance perceived usefulness of consumer reviews.

의료 브랜드 커뮤니티의 이용욕구 충족과 커뮤니티 몰입의 관계 - 의류 브랜드 이미지의 조절효과

Hong Heesook(홍희숙),Sungmin Ryu(류성민),Chulwoll Moon(문철우) 한국마케팅과학회 2007 마케팅과학연구 Vol.17 No.4

  본 연구는 의류 브랜드 온라인 커뮤니티의 이용욕구충족과 커뮤니티 몰입간의 관계 및 이들 관계에 대한 브랜드 이미지의 조절효과를 검증하는 것이다. 9개 캐주얼 의류 브랜드 커뮤니티 회원 317명을 대상으로 온라인 서베이를 실시하여 자료를 수집하였다. 다중회귀분석 결과, 의류 브랜드 커뮤니티에서의 이용욕구 충족은 커뮤니티에 대한 몰입과 유의한 관계가 있었다. 그리고 조절회귀분석 결과, 의류 브랜드 커뮤니티에서의 관계욕구 충족이 커뮤니티 몰입(감정적 몰입, 지속적 몰입, 규범적 몰입)에 영향을 미칠때 의류 브랜드 이미지 수준에 따른 조절효과가 작용함이 발견되었다. 또한 의류 브랜드 이미지의 조절효과는 의류 브랜드 커뮤니티에서의 거래욕구 충족과 커뮤니티에 대한 감정적 몰입의 관계에서도 나타났다. 특히 의류 브랜드 커뮤니티인 경우, 커뮤니티에서의 관계욕구 충족수준에 따른 커뮤니티 몰입의 정도는 브랜드 이미지가 낮을 때 보다 높을 때 더 크게 나타났다. 이것은 의류 브랜드 커뮤니티에서의 이용욕구 충족을 통해 회원들의 커뮤니티 몰입을 증대시키는 전략은 의류 브랜드 이미지 수준이 다른 의류 브랜드 유형에 따라 그 효과에 차이가 있음을 의미한다. 따라서 의류기업의 마케터들은 자사 브랜드의 이미지 수준을 평가하고, 이에 맞춰 커뮤니티 몰입을 증대시키는 전략을 모색할 필요가 있다. 브랜드 커뮤니티에 대한 몰입은 브랜드에 대한 구전이나 재구매 행동과 연결되므로, 명품 의류 브랜드들인 경우 온라인 브랜드 커뮤니티를 구축하고 회원들의 커뮤니티에 대한 몰입을 증대시킴으로써 브랜드 자산을 극대화시킬 수 있을 것이다.   INTRODUCTION<BR>  Due to the high broadband internet penetration rate and its group-oriented culture, various types of online communities operate in Korea. This study use "Uses and Gratification Approach, and argue that members" usage-needs satisfaction with brand community is an important factor for promoting community commitment. Based on previous studies identifying the effect of brand image on consumers" responses to various marketing stimuli, this study hypothesizes that brand image can be a moderate variable affecting the relationship between usage-needs satisfaction with brand community and members" commitment to brand community. This study analyzes the influence of usage-needs satisfaction on brand community commitment and how apparel brand image affects the relationships between usage-needs satisfactions and community commitments. The hypotheses of this study are proposed as follows.<BR>  H1-3: The usage-needs satisfaction of apparel brand community (interest, transaction, relationship needs) influences emotional (H1), continuous (H2), and normative (H3) commitments to apparel brand communities.<BR>  H4-6: Apparel brand image has a moderating effect on the relationship between usage-needs satisfaction and emotional (H4), continuous (H5), and normative (H6) commitments to apparel brand communities.<BR>  METHODS<BR>  Brand communities founded by non-company affiliates were excluded and emphasis was placed instead on communities created by apparel brand companies. Among casual apparel brands registered in 6 Korean portal sites in August 2003, a total of 9 casual apparel brand online communities were chosen, depending on the level of community activity and apparel brand image. Data from 317 community members were analyzed by exploratory factor analysis, moderated regression analysis, ANOVA, and scheffe test. Among 317 respondents answered an online html-type questionnaire, 80.5% were between 16 to 25 years old. There were a total of 150 respondents from apparel brand communities(n=3) recording higher-than-average brand image scores (Mean>3.75) and a total of 162 respondents from apparel brand communities(n=6) recording lower-than-average brand image scores(Mean < 3.75). In this study, brand community commitment was measured by a 5-point Likert scale: emotional, continuous and normative commitment. The degree of usage-needs satisfaction (interest, transaction, relationship needs) was measured on a 5-point Likert scale. The level of brand image was measured by a 5-point Likert scale: strength, favorability, and uniqueness of brand associations.<BR>  RESULTS<BR>  In the results of exploratory factor analysis, the three usage-needs satisfactions with brand community were classified as interest, transaction, and relationship needs. Brand community commitment was also divided into the multi-dimensional factors: emotional, continuous, and normative commitments. The regression analysis (using a stepwise method) was used to test the influence of 3 independent variables (interest-needs satisfaction, transaction-needs, and relationship-needs satisfactions) on the 3 dependent variables (emotional, continuous and normative commitments). The three types of usage-needs satisfactions are positively associated with the three types of commitments to apparel brand communities. Therefore, hypothesis 1, 2, and 3 were significantly supported.<BR>  Moderating effects of apparel brand image on the relationship between usage-needs satisfaction and brand community commitments were tested by moderated regression analysis. The statistics result showed that the influence of transaction-needs on emotional commitment was significantly moderated by apparel brand image. In addition, apparel brand image had moderating effects on the relationship between relationship-needs satisfaction and emotional, continuous and normative commitmen

인터넷 점포에서의 구매후기 작성 동기 및 점포 고객 유형화

홍희숙(Hong, Heesook),류성민(Ryu, Sungmin) 한국유통학회 2012 流通硏究 Vol.17 No.3

본 연구에서는 인터넷 점포에서 의류상품 구매후기를 작성하는 동기의 유형을 규명하는 한편 작성 동기 유형에 따라 인터넷 점포 고객들을 범주화하고, 각 집단의 작성행동, 인터넷 구매 행동, 인구사회적 특성의 차이를 규명하였다. 초점집단 면접과 온라인 서베이를 통해 연구되었으며, 정량적 연구에서는 의류상품 구매후기를 읽은 경험과 작성한 경험이 많은 국내 인터넷 점포 여성 고객 252명을 대상으로 자료가 수집되었다. 연구결과, 인터넷 점포에서 구매후기를 작성하는 동기 유형은 이타적 정보 공유, 불만해소 및 보복, 경제적 보상 추구, 상품 개발 지원, 감동 표현으로 나타났다. 특히, 작성행동에 대한 영향력이 큰 동기는 이타적 정보 공유 동기와 경제적 보상 추구 동기였다. 인터넷 점포 고객은 작성 동기 유형에 따라 소비자 옹호 집단, 이익 추구 집단, 중도적 집단으로 범주화되었으며, 세 집단은 구매후기 작성행동, 인터넷 구매빈도, 인구사회적 요인들에서 차별적 특성을 보였다. 소비자 옹호 집단과 이익 추구 집단을 대상으로 인터넷 점포 구전 채널 관리 방안이 제시되었다. This study identified motives for writing apparel product reviews in online stores, and determined what motives increase the behavior of writing reviews. It also classified store customers based on the type of writing motives, and clarified the characteristics of internet purchase behavior and of a demographic profile. Data were collected from 252 females aged 20s" and 30s" who have experience of reading and writing reviews on online shopping. The five types of writing motives were altruistic information sharing, remedying of a grievance and vengeance, economic incentives, helping new product development, and the expression of satisfaction feelings. Among five motives, altruistic information sharing, economic incentives, and helping new product development stimulate writing reviews. Store customers who write reviews were classified into three groups based on their writing motive types: Other consumer advocates(29.8%), self-interested shoppers(40.5%) and shoppers with moderate motives(29.8%). There were significant differences among three groups in writing behavior (the frequency of writing reviews, writing intent of reviews, duration of writing reviews, and frequency of online shopping) and age. Based on results, managerial implications were suggested.

웰빙 라이프스타일 측정도구 개발을 위한 국내 웰빙 소비자의 라이프스타일 특성에 관한 탐색적 연구

홍희숙(Hong Heesook),고애란(Aeran Koh),이수경(Soo Kyoung Lee),김정희(Jung Hee Kim) 한국마케팅과학회 2006 한국마케팅과학회 학술대회 발표 논문집 Vol.- No.-

This study analyzed qualitative data gathered from well-being oriented Korean consumers through focus group interview in order to examine their lifestyle and provide implication for measurement development of well-being oriented Korean consumers" lifestyle. For the purpose, researchers interviewed 9 wellbeing-oriented consumers who meet conditions or qualification mentioned to collect information about their lifestyle and researchers conducted content analysis to the answers. The results were as follows: 1. Health management and environment preservation are the most important lifestyle factors to differentiate well-being oriented consumers from the other consumers. Their mind and behavior related environment preservation aresought from a personal point of view(for their own family"s long-term health) un like American consumers with lifestyle of health and sustainability(LOHAS) who seek environment preservation from a social point of view. 2. There are similarity between well-being oriented Korean consumers" lifestyle and American consumers" lifestyle of health and sustainability in 10 indices of LOHAS and there are differences between them in 2 indices(thinking of environmental effect from a global point of view and active use of recycling product). However, most of these indices seems not to be suitable for measurement of wellbeing-oriented Korean consumers"s lifestyle in expression. 3. Well-being oriented Korean consumers show the characteristics of 10 indices presented in Jeilgihoik company"s report directly and indirectly but also show another characteristics related various life areas. This imply that Jeilgihoik company"s 10 indices seems not to be good to measure wellbeing-oriented Korean consumers"s lifestyle 4. Based on the result of content analysis, the need for new instrument to measure wellbeing-oriented Korean consumers" lifestyle is suggested in this study and this study provide lifestyle dimension(ex. health, environment and a personal or social point of view) and life areas(food life, shopping life, leasure life etc.) included in measurement related to AIO(action, interest and opinion).

국내산과 태국산 닥섬유 및 목재펄프가 혼합된 줌치한지의 감물염색에 따른 강도 특성

홍희숙 ( Heesook Hong ),김기억 ( Gi-eok Kim ),고정녀 ( Jungnye Koh ) 한국의류학회 2021 한국의류학회지 Vol.45 No.6

This study compares the strength properties of Jumchi-Hanjis dyed with 70% and 100% persimmon juice concentrations and undyed Jumchi-Hanjis. The Juumchi-Hanjis were made from Dakjis (mulberry papers), which were mixed with different ratios of fibers from paper mulberries originating in Korea and Thailand, including wood pulp from Canada. Research results showed that tensile, wet tensile, and bursting strengths of Jumchi-Hanjis dyed with 70% concentration were higher than those of undyed Jumchi-Hanjis. However, the tearing strengths of the dyed Jumchi-Hanjis were lower than those of undyed Jumchi-Hanjis. The wet tensile strengths of Jumchi-Hanjis dyed with 100% concentration were higher than those of dyed with 70% concentration. The increase and decrease of tensile, tearing, and bursting strengths depending on persimmon juice dyeing differed as per the mixing ratio of the raw materials of Jumchi-Hanjis. Dyeing with 100% persimmon juice concentration tends to be more useful than 70% to increase the tensile (MD) and wet tensile strengths of Jumchi-Hanjis containing only Korean mulberry fibers (90%) and wood pulp (10%) as raw materials. Dyeing with 100% concentration tends to be less useful than 70% to increase the tensile, tearing and bursting strengths of Jumchi-Hanjis with high proportions (90% or 60%) of mulberry fibers from Thailand.

소비자 태도와 소비행동에 따른 천연염색 제품시장 세분화 및 구매행동의 차이

김기억(Kim, Gi-Eok),홍희숙(Hong, Heesook) 한국소비문화학회 2010 소비문화연구 Vol.13 No.4

본 연구는 천연염색 제품에 대한 소비자 태도와 소비행동에 따라 천연염색 제품시장 세분화를 실시하고, 세분시장들 간 의복추구혜택, 천연염색 제품에 대한 위험지각, 염색종류별/제품유형별 천연염색 제품구매행동(구매경험, 구매량, 구매의사/구매의도), 인구사회적 특성의 차이를 규명하였다. 천연염색 제품에 대한 지식이 있다고 응답한 20대부터 50대까지의 한국여성 소비자 213명들의 자료가 통계분석에 이용되었다. 천연염색 제품시장은 3개의 시장(잠재소비 시장, 충성소비 시장, 비호의적/비소비 시장)으로 유형화되었으며, 각 세분시장의 차별적 특성이 규명되었다. 세분시장들에 대한 프로파일과 실무적 시사점이 제공되었다. The purposes of the study are 1) to segment naturally-dyed product market based on consumers' attitudes toward naturally-dyed products and their consumption behavior of the products and 2) identify differences among the segments in apparel benefit sought, perceived risk of naturally-dyed products, past and future purchase of the products related to different dying types and item types, and demographics. The data were collected by convenient sample selection from 213 Korean female volunteers in 2007. The results were as follows. First, three groups were identified: Potential consumption group(G1: 44.9%), non-consumption group(G3: 24.2%), and actual consumption group(G3: 30.9%). There were significant differences among the three groups in several factors of the research variables. Two groups(G1 and G2) are proposed as attractive target markets for companies based on the profiles of the three segments..