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마윤진,감해진,Jennifer Banning 한국의류학회 2017 Fashion and Textiles Vol.4 No.1
This study explores consumers’ perceptions of sustainability labels on apparel products and examines sustainability labels as an effective means of determining consumers’ purchase intentions, using the technology acceptance model (TAM) as the foundation. Data were collected via self-administered web-based surveys from 903 randomly selected shoppers throughout the United States (U.S.). Findings validated that perceived ease of use, perceived usefulness, attitudes, and purchase intention were associated with consumers’ use of sustainability labels. Within those four variables, sustainability label users exhibited significantly higher scores than non-label users, though the path relationships among those variables were not different between the two groups. This study is one of the first to use TAM to understand how consumers perceive and use sustainability labels for apparel products. Through this application, label reading behaviour is viewed similarly to how consumers use new informational sources for their decision making process. The findings provide practical implications for business marketers and managers of sustainability apparel products. As this study focused on sustainability labels and apparel product shopping among U.S. consumers, it may be limited to apply findings to other product categories and may be limited to consumers outside the U.S.
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소비자의 성격유형에 따른 판매원 서비스 평가와 구매행동 특성
고애란,마윤진 한국의류학회 2001 한국의류학회지 Vol.25 No.6
The purposes of this research were 1) to identify shopping orientation according to customer's personality type, 2) to examine perceived importance of service and satisfaction of service related to customer's personality type, 3) to find the relationships of evaluation of salespersons service and repurchase intention in each of customer's personality types. The data were collected via self-administered questionnaires from 434 female formal wear shoppers, and were analyzed by frequency, factor analysis, ANOVA, Chi-square test, and multiple regression analysis. The results of this study were as follows; Shopping orientations varied according to customer's personality type. E type had stronger Hedonic/self-confidence than I type, F type had higher Depending decision making than T type and P type had higher Quick decision making than j type. And service items satisfied the customers with a certain personality type. E type was satisfied with timely and proper A/S, not forcing to purchase and trustful behavior of salesperson more than I Type was. And also with expertise, individualized care, polite attitude, and merchandising promotion. N type was satisfied with individualized care more than S type was. A service evaluation criterion affected the re-purchase intention for a customer with a certain personality type. Customers convenience in E, I, S, N, T, F, J types had a significant effect on repurchase intention. And Expertise/ care in E, N, T, J types had a positive effect on re-purchase intention, also Politeness in E, I, S, N, T, J, P types did. But in only E type, Merchandising promotion affected re-purchase intention.
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Consumer responses to company disclosure of socially responsible efforts
이현화,이민선,마윤진 한국의류학회 2018 Fashion and Textiles Vol.5 No.1
Since the California Transparency in Supply Chains Act (CTSCA) was enacted, many large apparel retailers are required to post a corporate social responsibility statement on their website regarding their practices. The present study applies the CTSCA to the shopping context for evaluating consumer responses. A factorial experimental study using a scenario method was designed to explore the aims of this study. Participants were randomly assigned to one of two scenarios regarding either an apparel company’s website being compliant with the CTSCA, or an apparel company not have a disclosure on its website and therefore in violation of the CTSCA. A total of 716 responses were used in data analysis. The results show that there were significant effects of the presence of CTSCA on retailers’ website on consumer responses, after controlling consumer characteristics of socially responsible consumption behavior. That is, respondents in the study perceived that presenting the public statement in compliance with the CTSCA on a company’s website was more persuasive in decision making, promoted trust and enhanced usage and purchase intentions. The findings of the study suggest academic and marketing implications.
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국내 섬유패션산업의 사회적 책임 경영에 관한 연구 -웹사이트상의 정보공시 현황을 중심으로-
이민정 ( Minjung Lee ),마윤진 ( Yoonjin Ma ),이민선 ( Minsun Lee ) 한국패션비즈니스학회 2017 패션 비즈니스 Vol.21 No.1
This study explored the current implementation status of corporate social responsibility (CSR) among textiles and apparel manufacturers and retailers in Korea, based on the Triple Bottom Line (TBL). We also investigated the provision of information related to CSR practices on the websites of companies. A quantitative content analysis was conducted to analyze the website disclosures of 61 listed companies categorized in the textiles, apparel, shoes, and luxury industry. Analysis was focused on the presence, accessibility, and the level of CSR website disclosure. Seven themes emerged by applying the constant comparison analysis. Using Scott`s formula for pi, a high level of inter-coder reliability was achieved, ranging from 0.91 to 0.97. Regarding the three dimensions of CSR suggested in TBL, economic dimension was relatively more emphasized in the website disclosures of most companies, compared to social and environment dimensions. Website disclosures were further investigated, based on the product categories of each company. Limitations of this study and suggestions for future studies are discussed.
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