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The objective of this study is to identify the relationship quality and relationship benefit, which has greater explanatory power in predicting fashion consumers` future loyalty. This study is particularly interested in the different explanatory power of each relationship quality with various relationship partners of fashion consumers. The participants were 507 female consumers over 20 years old and they responed questionnaire. The result showed that relationship quality types and relationship benefits having greater explanatory power in predicting consumers` loyal relationship intention varied with multi-loyal relations. Consumers` intention to be loyal to an apparel brand and apparel company was more explained by self attachment than by any other relationship quality types, whereas the intention to be loyal to specific department store was predicted by low involved relationship quality types such as habitual alternative and compensational bind. Trusted intimacy was the only relationship quality type that was significant in predicting consumers` intention to be loyal to salesperson in the future. Among relationship benefits, the influence of convenience benefit was significant in predicting consumers` future loyalty in most relations.
본 연구는 패션디자인 교육에서 예상된 평가와 과제 난이도가 창의적 성과에 미치는 영향을 살펴봄으로써 대학에서의 패션디자인 교육에서 창의성을 신장하기 위한 효과적인 교육에 대한 기초적인 자료를 제공하고자 하였다. 패션산업에서 창의적 인력에 대한 수요가 점차 높아짐에 따라 대학의 패션디자인 교육에서 창의적 인재를 양성하기 위한 구체적인 교육방법과 창의성에 영향을 미치는 여러 요인들에 대한 논의가 필요하다. 서울에 소재한 한 대학의 의류학과 학생을 대상으로 독립된 2차의 실험연구를 수행하였다. 실험 1은 예상된 평가와 개인의 동기성향이 창의적 성과에 미치는 영향을 살펴보기 위해 의류학과 2학년 37명을 대상으로, 실험 2는 과제 난이도와 개인의 동기성향이 과업 수행과정의 플로우 경험과 창의적 성과에 미치는 영향을 살펴보기 위해 의류학과 3학년 38명을 대상으로 이루어졌다. 연구결과, 패션 디자인 수업에서 발생하는 외적 동기화 상황으로서의 예상된 평가는 개인의 외적 동기성향에 따라 창의적 성과에 상이한 영향력을 미칠 수 있는 것으로 나타났다. 또한, 패션디자인 수업에서 제시되는 과제의 난이도는 개인의 내적 동기성향에 따라 플로우 경험에 미치는 영향이 다른 것으로 나타났다. 이와 같은 연구결과에 근거하여, 패션 디자인 교육에서 명확한 과업 수행의 목표와 그에 필요한 정보를 제공하여 예상된 평가가 외적 통제가 아닌 외적 동인의 역할을 할 수 있도록 구체적인 평가기준을 제시하는 것이 필요함을 제안하였다. 또한, 창의성 교육프로그램 개발 시 교육 대상자의 특성에 적절한 난이도의 과제를 단계적으로 제공함으로써 보다 효과적인 교육이 이루어질 수 있도록 해야 할 것이다. This study aimed to provide a fundamental reference for an effective education to nourish creativity in the education of fashion design in universities, by examining how the expectation of evaluation and the task challenges in fashion design education affect the creativity. As the demand for creative manpower in fashion industry increases, it is necessary to have concrete educational methodology and debates on various elements that could influence the creativity. Therefore, two separate experimental studies were conducted for students of Department of Clothing and Textiles in a university located in Seoul. The first experiment was conducted for thirty-seven students in their second year in order to examine the influence of expectation of evaluation and personal motivational orientation on creative achievement. And the second experiment was conducted for thirty-eight students in their third year in order to examine the influence of task challenge and personal motivational orientation on creative achievement. As a result, it turned out that the expectation of evaluation as an external influencing factor arisen from the classes of fashion design could have a different impact on creative achievement according to a person`s extrinsic motivational orientation. And, the task challenges given by the classes of fashion design have different effects on the flow experience according to a person`s intrinsic motivational orientation. Based on the results of this research, it is suggested that a concrete evaluation standard is needed so that the expectation of evaluation could have the effect, not as an external constraint, but as an external motivator, by providing the students a clear purpose of task and necessary information to achieve it. In addition, it would be important to provide a proper level of task challenge suited to the individual characteristics of each student when developing educational program for creativity in order to achieve a more effective education.
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.
This study investigates the effect of service ubiquity perceptions on consumers`` responses to virtual stores such as benefit and risk perceptions, shopping value perceptions, and service usage intention. Data were collected via a self-administered online survey from nationwide consumer panels of an online marketing research firm. Questionnaire items were adopted from previous literature and developed by authors via pretesting to measure variables. The results revealed that virtual store service ubiquity affects consumer benefit perceptions as well as risk perceptions. All benefit perceptions (including time effectiveness, user control, and compatibility) had significant mediating effects between service ubiquity and hedonic/utilitarian shopping service value perceptions. The mediating effect of financial risk was significant only in the relationship between service ubiquity and utilitarian value perception. The findings offer retailers and marketers information in regards to consumers`` perception of a virtual store usage, which can enhance service and product strategy.