Customization systems have incarnated the notion of co-creation and provided a wide variety of customized products which fit individual customers’ needs. However, most customized fashion items are no more than modified products based upon existing products and, therefore, satisfy only expressed needs. In contrast, mass-production systems can offer more innovative fashion items satisfying latent needs, though they may not fit individual needs in detail. To investigate the relationship between the type of market orientation (responsive vs. proactive market orientation) and the type of production system (mass-production vs. customization systems), we conduct a consumer survey regarding four types of fashion items (sneakers, business shirts, belts, and underwear). The results of ANOVA showed that fashion categories in which customers have the needs for responsive market orientation have much potential for developing customized products, whereas fashion categories in which customers have the needs for responsive market orientation have less potential for providing customized products. The results also showed that fashion categories in which customers have the needs for proactive market orientation have much potential for providing new, innovative (mass-produced) products, whereas fashion categories in which consumers have proactive market orientation have less potential for providing new, innovative (mass-produced) products. Firms should emphasize on the responsive market orientation if their customers perceive much potential for developing a customization system in the category; firms should emphasize on the proactive market orientation if customers perceive much potential for offering new, innovative products under the previous mass-production system. If there are potentials for developing both innovative mass-produced products and customized products, firms need ambidextrous market orientation.

This study set out to investigate consumers' attitudes toward pro-environment, and their actual purchasing behavior. It aimed to empirically examine the effects of the consumers' attitudes toward pro-environmental products, the importance of the product attributes and the perceived value of the companies' environmental activities, on their purchasing behavior of eco-friendly fashion products, including their satisfaction, trust, and repurchase intention. The questionnaires were administered on 304 married women with previous experience of buying eco-friendly fashion products. The results were as follows. First, the consumers' behavioral patterns in terms of environmental concerns and the purchasing of eco-friendly household items were significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Second, the importance of eco-friendly attributes was significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Third, the perceived value of corporate environmental activity was not related to the purchasing behaviors of eco-friendly fashion products. Finally, the purchasing behavior of eco-friendly fashion products was significantly positive in relation to the satisfaction with eco-friendly fashion products as well as the trust and repurchase intention, and satisfaction and trust positively affected the repurchase intention. The implication of the research and direction for future study were discussed.

Introduction E-retailers take advantage of apparel products which are viewed as a constantly changing experiential product rich that lead to various kinds of hedonic consumption, like impulse buying (Park and Kim, 2008). Apparel purchases are often affected by irrational and emotional attraction making them one of the most frequent impulsively purchased items online (Rhee, 2007). The e-shoppers are more spontaneous due to marketing stimuli which makes it easier to purchase impulsively and reduces risk aversion (Madhavaram and Laverie, 2004). In fact, shoppers are more likely to overspend when e-shopping because it does not feel like spending money (Dittmar, Long, and Meek, 2004). Apparel retailers need to pay special attention to converting web browsers to impulse purchasers—a capability that plays an important role in the growth of e-business. Despite the vast amount of data available online, few efforts have been made to identify the relationship among services attributes, browsing, urges to buy, and e-impulse buying of apparel products. This study explores a model of e-impulse buying for strategic e-business management in apparel products by understanding critical factors of e-store service attributes over the shopping websites and its impact on browsing and urges to buy for apparel in Korea. Specifically, the objectives of this study were to (a) identify underlying factors of online service attributes related to apparel products; (b) estimate structural equation model for causative relationship among service attributes, browsing, urges to buy, and e-impulse buying; and (c) examine mediating effect of browsing and urges to buy on e-impulse buying for apparel. By focusing on apparel products, this study will shed light on complex issues surrounding online service and provide opportunities for strategic development and promotion in fashion merchandising online. Also, this study could help mangers to identify successful global applications of e-marketing for apparel products. Methods A self-administered questionnaire was developed based on previous literatures. The instrument consisted of the main variables; e-service attributes of apparel stores, browsing, urge to buy, and e-impulse buying of apparel products. Participants responded to questions on a 5-point rating scale (1=very unlikely to 5=very likely). The questionnaire was administered during a regularly scheduled class in universities. Usable data were obtained from 319 students aged between 18 and 25 residing at the metropolitan areas in Korea. More than half of the respondents (65.5%) were 18 to 21 years old. Nearly 65.5 percent of the subjects were women, and more than half of the respondents (63.8%) were below the sophomore. For data analysis, exploratory factor analysis with varimax rotation was conducted to determine dimensions of perceived service attributes of the apparel online store. Cronbach's alpha established inter-item reliability between items. The structural equation model analysis was conducted by AMOS 18.0 using a correlation matrix with maximum likelihood approach. The overall fit of the model was assessed by various statistic indexes: chi-square (χ2), goodness of fit index (GFI), adjusted goodness of fit index (AGFI), and root mean squared residual (RMR). Results An exploratory factor analysis revealed three types of e-store service attributes: Ease of Use, Accuracy, and Reliability. The structural equation model, which was estimated to examine causal relationships among variables (i.e. three types of service attributes, browsing, urges to buy, and e-impulse buying), was relatively acceptable (chi-square value = 168.23, df = 157, p = .026; GFI = .95, AGFI = .93, RMR = .05). The model demonstrated that the two factors of service attributes (i.e. ease of use, accuracy of service) were significant variables to influence the browsing, which influence the urges to buy and e-impulse buying for apparel stores. E-impulse buying of apparel products was influenced by browsing and urges to buy. In addition, the urges to buy and browsing mediated the casual relationship between service attributes and e-impulse buying for apparel products. This result suggests that browsing and urges to buy perceived by shoppers were important predicting e-impulse buying of apparel products. Especially, urges to buy apparel products was the most important mediator to trigger e-impulse buying of apparels. Conclusions & Implication This study explores a structural equation model for understanding e-impulse buying in conjunction with browsing, urges to buy and service attributes of apparel store perceived by shoppers in Korea. The findings suggest that the browsing and urges to buy perceived by shoppers play important roles as mediators of the e-impulse buying for apparel stores. Especially, service attributes of apparel e-store perceived by shoppers had indirect effects on e-impulse buying through the browsing and urges to buy, implying that the consumers perceived the ease to use of e-store was the more browsing at e-store and then the more perceiving the urges to buy apparel products. However, the more browsing at apparel e-store was the less the e-impulse buying of apparel products and the more perceiving urges to buy at e-store is the more e-impulse buying of apparel products. This study provides retail managerial implications for stimulating e-shoppers' impulse buying of apparel products. They could increase shoppers' unplanned purchases by developing the service program for convenience (e.g. easy to use the structure of contents, wide ranges of products/service packages, various menu options of website) to stimulate the browsing at e-store.

Traditional culture could be a wonderful source of inspiration for creative design. Tteoksal, the stamps used for making decorative patterns on traditional rice-cakes, have been used and passed on to generations to show the emotions of our ancestors. Numerous traditional patterns found in Tteoksal can be used to better understand and transmit tradition in modern ways. The purpose of this study was to develop fashion cultural products with a modern sensibility by understanding the origin, types and characteristics of Tteoksal and its patterns. The method of this study was through considering the proceeding studies and the references published by a specialist and museums having some information about further knowledge on Tteoksal. In line with the aforementioned study, neckties, eco-friendly bags and pouches were developed as fashion goods. Among the Tteoksal's patterns selected were lotus, bats, 樂letters and complex patterns. Using a computer graphic software program such as Adobe Illustrator CS5, archetypes of patterns were traced as vector graphics, and two design motives were developed in every pattern. The patterns were developed into two types: one was a basic pattern faithful to a basic motive pattern, and the other was a varied type that was changed and applied. The fashion products were developed as two styles for basic and varied patterns for neckties, eco-friendly bags and pouch items. Twelve products were made for each pattern, which totals 48 unique products. In conclusion, the study could be a critical step to better understand the traditional culture and its influence to the patterns applied to modern fashion design.

This study attempted to understand the value of traditional floral wall patterns reflecting the distinct aesthetic consciousness of Korean people and reinterpret the images of floral wall patterns in simplified forms. In addition, the study created new floral patterns to apply them to the design of neckties and scarves. In a methodological aspect, the computer design software programs Adobe Illustrator CS2 and Adobe Photoshop CS2 were used to make the traditional floral wall patterns motifs. Four basic motifs for a new formative image were set using graphical functions such as omitting, simplifying, overlapping, repeating, and/or reducing shapes based on floral wall patterns, and each motif was developed in two variations with different colors applied to them. Each of the set motifs was expressed in a repeated arrangement and in a modified pattern of 45 degrees. Necktie design with a floral wall pattern made use of the motifs developed through a variety of effects such as simplification, repetition, size variation, and gradation and the pattern modified at a 45°for application. Scarf design employed and applied the existing motifs in an appropriate manner for design purposes and reconstructed and expressed them through such effects as repetition, rotation, compositional variation and gradation.

Purpose : The purpose of this study is to examine the effect of the attributes of mobile shopping apps on the purchase intention of fashion products in the steadily growing mobile commerce market and analyze the mediation effect of shopping flow. Research design, data and methodology : In this study, a survey was conducted on users in their 20s to 50s who had experience of fashion products via mobile shopping apps. The questionnaire was analyzed on the final 507. The research issues were verified using Frequency analysis, Exploratory factor analysis, Reliability analysis, Confirmatory factor analysis, and Structural equation model. Results : Among the attributes of mobile shopping apps, reliability, enjoyment and ease of use were found to have a significant impact on shopping flow and fashion product purchase intention, while shopping flow had a significant impact on fashion product purchase intention. Product diversity and usefulness of shopping apps didn’t show a significant effect. After examining the mediation effect, reliability, enjoyment, and ease of use were shown to have indirect effects by showing partial mediation effects. Conclusions : Studies show that consumers are not putting much emphasis on how diverse a product line is available and how useful a mobile shopping app is when they shop for fashion products on mobile devices. Factors that affect consumers’ purchase intention are reliability, enjoyment and ease of use of shopping apps. These results shows that it is important to provide reliable information about fashion products, provide reliability to customers by setting up means for safe transactions, and provide a wider variety of services and information to make using the mobile shopping app enjoyable. In addition, there is a need to make it easy to find a fashion product that consumers like and make it easy to purchase when consumers find out fashion products that they like, and to configure how to use the app easily. Consequently, consumers become immersed in shopping which is also able to improve consumers’ purchase intention on fashion products when a reliable, enjoyable and easy to use mobile shopping app is provided.