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Application of Graphics Originality in Advertising Design
Yin Xiao-long (사)한국디지털디자인협의회 2007 (사)한국디지털디자인협의회 conference Vol.2007 No.1
Graphics originality is the basic way of design thinking. It also provides some effective techniques for design practice. Today, advertising design can make full use of various graphics originalities, thus ad can have great visual effect and achieve their goals. This essay will discuss the importance of graphics originality by analyzing specific ad design cases in the base of graphics originality means. And this essay may help to widen the thoughts of advertising originality and design.
Application of Graphics Originality in Advertising Design
Yin Xiao-long 한국디자인지식학회 2007 한국디자인지식학회 Conference Vol.2007 No.8
Graphics originality is the basic way of design thinking. It also provides some effective techniques for design practice. Today, advertising design can make full use of various graphics originalities, thus ad can have great visual effect and achieve their goals. This essay will discuss the importance of graphics originality by analyzing specific ad design cases in the base of graphics originality means. And this essay may help to widen the thoughts of advertising originality and design.
Consumption Motivations for Counterfeit Luxury Brands: Moderating Role of Genuine Brand Experience
Xiao-Long Yin,Yan-Li Yang,Hyung-Jun Kim 한국무역연구원 2021 무역연구 Vol.17 No.5
Purpose - In the Chinese market, increasing numbers of luxury brands are overwhelmed by counterfeits, and the continued success of counterfeits has become a considerable problem. Therefore, this research is to understand the purchase motivations for the counterfeits in the Chinese millennial generation, who are the main force of Chinese luxury brand market and counterfeits market. Design/Methodology/Approach - The data comes from a questionnaire survey from Chinese millennials (N= 391). This study uses the regression analysis and moderation effect model to verify causal relations or compare the difference in particular circumstances. Findings - Among the 8 variables, only 5 motivation factors influence purchase intention of counterfeits. The moderating effect of perceived risk was significant only when Mianzi influences the purchase intention of counterfeits. Millennials without experience in genuine brand more tend to buy counterfeits when they are motivated by conspicuous, Mianzi, and materialism reasons. Conversely, consumers with experience are more likely to buy counterfeits mainly when materialism, bandwagon, and Mianzi motivations become important. Notably, men also purchased counterfeits because of Mianzi or self-gift giving than women, the motivations for buying the counterfeits were more diverse relatively in case of middle-incomers. Research Implications - This study introduced the motivations of core consumer psychology factors into the analysis of counterfeits. The results will provide the theoretical basis for global luxury brand managers facing the Chinese market when formulating sustainable development strategies.
중국 신세대 소비자의 명품과 복제품 브랜드 구매의도에 대한 사회적 동기 및 개인적 동기의 영향
인샤오롱(Xiao-Long Yin),김형준(Hyung-Jun Kim) 한국무역연구원 2018 무역연구 Vol.14 No.4
The research demonstrates how the social motivations (specifically, conspicuous, materialism, Mianzi) and personal motivations (specifically, self-gift, need for uniqueness, quality seeking) of Chinese new generation consumers influence their purchase intention of luxury brands and counterfeit brands. An online survey focusing on the Chinese new generation consumers was implemented, which was aggregated to 332 with a validity rate of 92.2%. Using SAS 9.4 and Amos 24, hypotheses were tested using multiple regression and stepwise regression model and path analysis model. The results showed that social-adjustive attitude and value-expressive attitude played an important mediating role between social motivations and personal motivations and the purchase intention toward luxury brands, respectively. On the contrary, relative to luxury goods, social-adjustive attitudes were positively related to the buying intention of counterfeit goods, but value-expressive function has no effect on the purchase intention of counterfeit goods. This study contributes to the literature in terms of a new psychological framework for the purchase of luxury brands by Chinese new consumers; compared to counterfeit goods; to help predict Chinese future luxury market trends.