한국과 프랑스의 국가 이미지, 국민 이미지, 브랜드 아이덴티티의 관계 비교 - 중국 소비자를 중심으로 -

하지수 ( Ha Jane ),황진숙 ( Hwang Jin-sook ),우승현 ( Woo Seung-hyun ) 한국디자인트렌드학회 2015 한국디자인포럼 Vol.46 No.-

중국 시장 규모의 증가로 해외 브랜드가 중국 시장 동향을 좌우하고 있다. 또한 기업 간 경쟁이 심화되고 있어 국내 기업의 성공을 위해서는 중국 소비자를 파악하여 전략을 수립해야 한다. 본 연구는 중국 소비자를 대상으로 한국과 프랑스 두 국가의 이미지가 브랜드 아이덴티티, 태도 및 구매 의도에 미치는 영향을 비교하였다. 20대 중국 여성 대상으로 454부 설문지를 사용하였고, SPSS 19.0으로 요인 분석, 신뢰도 분석, 빈도 분석을 실시하였다. 구조방정식과 다중집단 분석을 위해서는 Amos 18.0을 사용하였다. 국가 이미지는 `경제`, `문화`, 국민 이미지는 `패션성`과 `신뢰성`요인, 브랜드 아이덴티티, 브랜드 태도, 구매의도가 각각 도출되었다. 구조방정식 결과, 한국 국가 이미지의 경제 요인은 국민의 패션성에, 문화 요인은 국민의 패션성과 신뢰성 모두에 유의한 영향을 미쳤다. 프랑스는 경제 요인과 문화 요인 모두 국민의 패션성에만 유의한 영향을 미쳤다. 한국 국민 이미지의 패션성과 신뢰성은 브랜드 아이덴티티에 유의한 영향을 미쳤고, 프랑스는 국민의 패션성만 브랜드 아이덴티티에 유의한 영향을 미쳤다. 조절 효과 검증을 위해 다중집단 분석 실시 결과, 프랑스는 경제 요인이 국민의 패션성에 미치는 영향에서, 한국은 문화 요인이 국민의 신뢰성에 미치는 영향에서 각각 더 높은 수준으로 조절 효과가 있었다. 본 연구는 국가 이미지, 국민 이미지, 브랜드 아이덴티티의 관계에서, 패션 강국인 프랑스와의 비교를 통해 한국 패션 브랜드가 중국 시장에서 경쟁력을 갖추기 위한 방향성을 제공하는데 의의를 둔다. As the volume of China market is increased, foreign brands dominate the market trends in China. Therefore, competitions among companies are intensified, Korean companies should develop more competitive strategies by understanding Chinese consumers in order to succeed in the China market. This study compares effects of country images of Korea and France on brand identity, brand attitude and purchasing intention of Chinese consumers. 454 samples of questionnaire were distributed to Chinese women in 20s, and then factor, reliability and frequency analyses were conducted by using SPSS 19.0. The Amos 18.0 was used for structural equation modeling and multiple group analysis. Country image was identified `economy` and `culture`, people image was identified `fashionable` and `trusty`, then brand identity, brand attitude and purchasing intention were identified. The results of structural equation model show that economy factor of Korean country image exerted significant effect on fashionable factor of people image and culture factor of Korean country image exerted significant effect on both of fashionable and trusty factors of people image. In case of France, both of economy and culture factors exerted significant effects on only fashionable factor. Both of fashionable and trusty factors of Korean people exerted significant effect on brand identity, but only fashionable factor of French people exerted significant effects on their brand identity. As a result of multiple group analysis to test moderating effects, it is founded that each economy and culture factors have stronger moderating effects on fashionable of French people and trusty of Korean people, respectively. Through the relationships among country image, people image and brand identity, this study has an implication in suggesting perspective for preparing competitiveness of Korean fashion brands in China market by comparing them with those of France, a fashion-advanced country.

한국 패션제품에 대한 국가이미지, 패션제품 평가속성, 브랜드 태도의 관계-체면과 자민족중심주의의 조절효과를 중심으로-

하지수 ( Ha Jane ),황진숙 ( Hwang Jin-sook ) 한국디자인트렌드학회 2014 한국디자인포럼 Vol.44 No.-

중국은 점점 글로벌 패션 시장의 주요 국가가 되고 있으며, 이미 각국의 패션 브랜드 간 경쟁이 매우 치열한 상황이다. 본 연구는 중국 소비자들을 대상으로 한국의 패션제품에 대한 국가이미지, 패션제품의 평가속성, 브랜드 태도의 관계를 알아보며, 체면과 자민족중심주의의 조절효과를 알아보고자 하였다. 본 연구는 중국에 거주하고 있는 20대 여성을 대상으로 최종 232부의 설문지를 자료 분석에 사용하였고, SPSS 19.0을 사용하여 요인 분석, 신뢰도 분석, 다중회귀 분석을 실시하여 자료를 분석하였다. 요인 분석 결과, 패션제품 국가이미지는 `패션성`, `세계성`, `기술성`으로, 패션제품 평가속성은 `브랜드/품질 속성`과 `미적 속성`으로 도출되었다. 다중회귀 분석 결과, 패션제품 국가이미지의 패션성, 세계성은 브랜드/품질 속성에 유의한 영향을 미치는 것으로 나타났으며, 패션제품 국가이미지의 패션성은 미적 속성에 유의한 영향을 미치는 것으로 나타났다. 체면과 자민족 중심주의는 패션제품 속성과 브랜드 태도 사이에서 유의한 조절효과를 보였다. 브랜드/품질 속성과 체면의 상호작용은 브랜드 태도에 유의한 영향을 미쳤으며, 브랜드 미적 속성과 체면과의 상호작용 또한 브랜드 태도에 유의한 영향을 미쳤다. 자민족중심주의는 미적 속성과 유의한 상호작용 효과가 있었다. 본 연구는 브랜드 태도와 구매의도에 영향을 미치는 패션제품에 대한 국가이미지, 패션제품 평가속성에 대한 폭넓은 이해를 제공하여 패션 브랜드의 마케팅 전략 수립과 실행에 도움이 되고자 한다. China is increasingly becoming a primary country for global fashion market. There are already too much competition among global fashion brands. This study investigated the relationships among country image of fashion-product, product evaluation attributes, and brand attitude of Chinese consumers. Also, the moderating effects of face and ethnocentrism were investigated. The final sample of 232 questionnaires were used for statistical analyses. Exploratory factor analysis, reliability and multiple linear regression analyses were conducted using SPSS 19.0. Results showed that fashion-product country image included `fashion`, `globalization`, and `technology`. The fashion-product evaluation had two factors of `brand/quality` and `aesthetic` attributes. The result of multiple regression showed that fashion and globalization factors influenced the brand/quality attribute positively. Also, fashion had a positive influence on the aesthetic attribute. In addition, there were significant moderating effects of face and ethnocentrism on the relationships between product evaluation attributes and brand attitude. The paper provides the better understanding of fashion-product country image and product evaluation attributes impact on brand attitude, and offers fashion marketers insights into how to develop fashion-product country image marketing strategies for Chinese consumers.

한국 국가 이미지가 브랜드 아이덴티티 및 브랜드 태도와 구매의도에 미치는 영향 -중국 소비자를 중심으로-

하지수 ( Jane Ha ),황진숙 ( Jin Sook Hwang ) 한국의류학회 2014 한국의류학회지 Vol.38 No.2

China is the biggest market for the Korean fashion industry. However, China is still difficult in regards to market entry and market success in China despite the geographical proximity. This study investigated the image of Korea and its impact on brand identity, brand attitude and intention to purchase with a focus on Chinese consumers in order to identify the variables of a country`s image that affect a consumer`s intention to purchase. The results of this survey targeted 214 Chinese consumers who were used for the final analysis. The survey subjects were female consumers in their 20s and 30s, living in metropolitan cities in China. Ex-ploratory factor, reliability and frequency analyses were conducted using SPSS 19.0; in addition, confirmatory factor and path analyses were administered with AMOS 18.0. We identified two general images of Korea (economy and culture), two images of Korean (stylish and friendly) and three Korean fashion-product related images (quality, design and prestige). The results of the structural equation model were as follows. 1) Economy factor exerted significant effect on quality and prestige. 2) Stylish factor exerted a significant effect on all of the Korean fashion product images (quality, design and prestige). Friendly factor exerted positive impact on prestige. 3) All of the Korean fashion product images significantly influenced brand identity. 4) Brand identity exerted a significant effect on brand attitude. Lastly, brand attitude significantly affected intention to purchase.

SNS에서의 사회비교에 따른 자기인식, 방어기제 그리고 커뮤니케이션 효과

하지수(Jane Ha),황진숙(Jin-Sook Hwang) 한국무역연구원 2021 무역연구 Vol.17 No.3

Purpose This paper analyzes the impact of social comparisons occurring within SNS on user’ self-awareness, defense mechanism, and communication effects based on the social comparison theory. Design/Methodology/Approach We used the data of 400 respondents who has more than one SNS account living in the capital area of Korea. SPSS 24.0 and AMOS 18.0 were used for analysis. Findings As a result of the study, there were two factors of comparisons occurring within SNS: upward comparison and lateral comparison. Both have significant influences on user’ self-consistency. However, these two comparisons differed in the influence on self-satisfaction and self-esteem. Only the lateral comparison affected both self-satisfaction and self-esteem. In the results of hypothesis testing with self-awareness and defense mechanisms, it was partially supported. In particular, self-satisfaction had a negative effect on defense mechanisms. Finally, the result of verifying the effect of defense mechanisms on communication effects, all defense mechanisms affected brand awareness. However, looking at the relationship between defense mechanisms on brand attitude and purchase intention, idealization has been shown to affect both, and identification has affected purchase intention only. Research Implications Unlike prior studies on social comparisons which mainly focused on face-to-face situations, this study was conducted based on non-face-to-face situations. It could help to look at consumers that have changed since COVID-19. In addition, the impact on communication effectiveness has been recognized, so it will be practically applicable to marketing in an online environment.

Unexpected Decrease of Heterotrophically Respired Carbon Loss in Silicate Fertilizer Applied Soils

Ji Su Ha(하지수),Snowie Jane C. Galgo(스노위 제인 갈고),Pil Joo Kim(김필주) 한국토양비료학회 2022 한국토양비료학회 학술발표회 초록집 Vol.2022 No.10

한국적 이미지 추구혜택에 따른 한국적 이미지 연상과 의복 선호

황진숙(Hwang Jin-Sook),하지수(Ha Jane) 한복문화학회 2010 韓服文化 Vol.13 No.3

The purpose of this research is to investigate the effect of Korean image benefits sought on Korean image associations and Korean image preferences. The subjects are 668 male and female consumers who are residents in Seoul. The data are analyzed by factor analysis, cluster analysis, ANOVA, Scheffe test, and chi-square test. The results are as follows. There are five kinds of Korean image benefit sought: impression improvement/fashion orientation, individuality, Korean image expression, brand, and comfort. Korean image association consist of five factors of traditional culture, current societal image, traditional spirit, sports, and Korean wave. Korean image clothing evaluative criteria consist of function, size/color, design, and advertisement/brand. Korean style preference has three factors of daring/showy, active/simple, and elegant images. The store evaluative criteria has service, brand/entertainment, and convenience factors. The subjects are categorized into three groups by Korean image benefit sought. The three groups are different in regard to Korean image association, Korean image clothing evaluative criteria, Korean style preference, store evaluative criteria, and purchase intention. The consumers who seek benefit of impression improvement and individuality prefer daring/showy image, and consider design as an important evaluative criterion, and have an intention to purchase the clothing with Korean image.