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패션브랜드 확장시 모브랜드와의 자아이미지 일치성과 충성도, 브랜드 관여도가 확장제품의 태도에 미치는 영향
이영주 ( Young Ju Rhee ) 대한가정학회 2012 Human Ecology Research(HER) Vol.50 No.6
Today, many fashion companies use brand extension and it is especially important to conduct brand extension that coincides with consumer self-image, and maintains brand loyalty in order to succeed. The purpose of this study is to investigate the effect of congruency of parent brand image with self-image, brand loyalty, and brand involvement on the attitude towards extended product in fashion brand extension. A survey questionnaire was used to collect information from 170 female college students, and collected data were subjected to descriptive analysis, factor analysis, and regression analysis. Results showed that the congruency of parent brand image with self-image had a positive effect on the attitude towards extended product in fashion brand extension, with a positive mediating effect of brand loyalty, and a negative mediating effect of brand involvement. Also, the congruency of parent brand image with self-image and brand loyalty of the parent brand had a positive effect on the attitude towards the extended product, whereas brand involvement had a negative mediating effect on the attitude towards the extended product in fashion brand extension. The results of this study provide some useful suggestions to marketers in fashion industry: marketers should consider some psychological aspects of consumers such as congruency of parent brand image with self-image, brand loyalty, and brand involvement when conducting brand extension.
보문 : 취학 전 자녀에 대한 부모의 유아복 소비가치에 관한 질적 연구
이영주 ( Young Ju Rhee ),이주연 ( Joo Yun Lee ) 한국의류학회 2012 한국의류학회지 Vol.36 No.10
Due to the growth of the preschooler clothing industry, significant research has been conducted on the pursued benefits, purchase behavior, and purchase intension related to preschooler clothing; however, reports on the consumption value of preschooler clothing remain limited. This study provides a consumption value for preschooler clothing through qualitative research. A total of 15 mothers of preschoolers aged 1-6 years old were interviewed on the consumption value of preschooler clothing. The subsequent consumption value of preschooler clothing consisted of 9 major factors (vicarious satisfaction value, social display/image value, safety value, convenient value, economic value, distinguishable value, expressive-aesthetic value, fashionable value and conditional value). In addition, the vicarious satisfaction value, social display/image value, safety value, and convenient value were new-expressed values that differed from previous reports on the consumption value of adult clothing.
스포츠웨어에 대한 소비자의 관여도, 기능성 만족도 및 재구매의도에 관한 연구 -스포츠 참여동기를 중심으로-
이영주 ( Young Ju Rhee ) 복식문화학회 2014 服飾文化硏究 Vol.22 No.3
This study aimed to identify the effects of sports participation motives, the involvement in choosing sportswear, and the satisfaction with/perceived importance of sportswear functionality, on customers` repurchase intentions. A total of 185 survey questionnaires were analyzed after surveying 200 female undergraduates in their 20s. The research results are as follows. First, the participation motives for sports were categorized as follows. A factor analysis conducted on 13 questions yielded 4 factors. Factor 1 included consideration about socializing and pleasure, factor 2 privileged ostentation, factor 3 was concerned with enhancing health, and factor 4 was about maintaining appearance. Second, the various effects of different sports participation motives, of the satisfaction with functionality, and of the involvement in buying sportswear on customers` repurchase intentions were analyzed. The intention to repurchase sportswear was considered as a dependent variable, while the motives for participating in sports, the satisfaction with functionality, and the level of involvement were treated as independent variables. A multiple regression analysis using these variables showed that the satisfaction with functionality and involvement in choosing sportswear had a significant impact on the intention to repurchase sportswear. Third, looking at how different participation motives for sports affected the importance of sportswear functionality, the motives related to socializing and pleasure and ostentation, the sub-factors in sports participation motives, significantly increased the importance of comfort. Motives related to enhancing health and maintaining appearance, on the other hand, were found to affect the importance of sports performance. Fourth, a MANOVA was performed to examine the difference in the importance of functionality between those consumers highly involved in sportswear-buying and those less involved. Those with a high level of involvement were found to prioritize sports performance over comfort. Those with a low level of involvement were shown to place a greater emphasis on comfort.
패션브랜드 확장시 모 브랜드와의 자아이미지 일치성과 지각된 위험, 제품지식이 확장제품의 태도에 미치는 영향 -조정적 역할을 중심으로-
이영주 ( Young Ju Rhee ) 복식문화학회 2015 服飾文化硏究 Vol.23 No.1
The purpose of this study was to investigate the effect of congruency of parent brand image with self-image, perceived risk, and product knowledge on the attitude towards extended product in fashion brand extension. A survey questionnaire was used to collect data from 170 female college students and collected data were subjected to descriptive analysis and regression analysis using SPSS Window program. The results of this study showed that the congruency of parent brand image with self-image and perceived risk had a positive effect on attitude towards extended product, whereas product knowledge had a negative effect on attitude towards extended product in fashion brand extension. Also, the congruency of parent brand image with self-image had a positive effect on the attitude towards extended product in fashion brand extension with positive moderating effect of perceived risk and negative mediating effect of product knowledge.
Rhee Young-Ju(이영주) 한국소비문화학회 2007 소비문화연구 Vol.10 No.1
본 연구의 목적은 의류판매 온라인 쇼핑몰 상에서의 충동구매행동과 의류판매 사이트의 디자인/나비게이션과 제품 프레젠테이션간의 관계를 알아보기 위한 것이다. 인터넷 설문지를 통한 데이터 수집을 통해 318부가 본 연구에 사용되었다. 연구결과 충동구매를 한 집단의 의류판매 사이트의 디자인/나비게이션과 제품 프레젠테이션의 평가가 그렇지 않은 집단보다 높게 나타났고 온라인 충동구매행동과 의류판매 사이트의 디자인/나비게이션과 제품 프레젠테이션의 평가는 정적인 상관관계를 가지는 것으로 나타났다. The purpose of this study was to examine the relationship between online apparel impulse buying behavior and apparel website characteristics. The data were collected using an online survey with a structured questionnaire. To recruit participants, online surveys were collected and a total of 318 college students were used in the study. The results of factor analysis showed that website characteristics consisted of two factors (i.e., website design/navigation, product presentation). The results of MANOVA and multiple regression showed that the impulse purchase group evaluated the website where they bought the last apparel item significantly better in website design/navigation and product presentation than the non-impulse purchase group. Based on the results, H1, H2, and H3 were supported. The evaluations of the characteristics of websites where impulse purchases and non-impulse purchases of apparel products were made were significantly different.