This study explores the expressive characteristics of new media fashion collections, which have emerged through the convergence of fashion and digital technologies. As new media develops with the integration of old media, fashion collections are increasingly functioning as media tools to convey identity, narrative, and artistic intent beyond aesthetic presentation. Through a literature review and case analysis of collections from 2000 S/S to 2025 S/S, this study defines the term ‘new media fashion collection’ and investigates its communicative functions. The findings reveal that such collections embody the significance of the expansion of space-time, evolution of expression methods, and decentralization of experience, while diversifying meanings and modes of expression based on new media attributes such as extensibility, integrativeness, and interactivity. More specifically, their expressive characteristics can be understood through four characteristics: the direct representation through borrowing, the diversity of message expression, the immersion through unreality, and the narrative construction via editing. Collectively, these characteristics demonstrate how new media fashion collections emphasize themes by using digital technology to borrow or transform old media content. Digital technologies allow fashion collections to unfold across limitless space-time dimensions, positioning them as versatile communication media and enhancing expressive possibilities. These approaches reflect how fashion collections in the digital era integrate technological elements to enrich communication and viewer engagement. This research contributes to the positioning of fashion collections as a form of media and offers a framework for analyzing their evolving expressions. Further, it highlights the need for continued interdisciplinary research bridging fashion, technology, and media theory.

The development of digital media has fundamentally transformed modes of visual expression and mechanisms of emotional communication, redefining the identity and performative function of fashion illustration, particularly within short-form content. This study thus aims to analyze the emotional performance strategies used in short-form video fashion illustration content and to interpret these strategies through an integrated framework combining performative image and emotional design theories. As a methodology, five actively operating English-language YouTube channels were selected, each recognized for producing fashion illustration content in short-form videos and holding a subscriber base of over 50,000. The study conducted a qualitative analysis of short-form videos from these channels, examining how they engage viewers emotionally across Norman’s three levels: visceral, behavioral, and reflective. The results revealed that short-form video fashion illustration content employs multi-layered emotional strategies: immediate aesthetic stimulation through visceral visual impact, behavioral immersion via sharing of the drawing process, and reflective meaning-making through storytelling and socio-cultural messages. Notably, these strategies extend beyond the mere display of images, positioning the illustration as an active agent that performs and elicits sensory, emotional, and social engagement from audiences. The study concludes that the convergence of performative image theory and emotional design offers a comprehensive lens to decode how fashion illustration short-form videos function both as visual art and as performative acts. These findings contribute theoretical and practical insights for future digital fashion content creation and research in the visual arts, highlighting how emotional experiences are strategically constructed in contemporary digital media contexts.

The aim of this study is to enhance understanding of government and association-led fashion support programs through in-depth interviews with program managers, identifying areas for improvement. A phenomenological approach, which explores the essence of a particular phenomenon as it manifests in human life to obtain an in-depth understanding of how individuals who have experienced the phenomenon perceive it and its meanings, is adopted. Evaluation criteria for receipt of supports included qualitative factors such as design, branding, product viability, market potential, and completeness, assessed by a panel of academics, buyers, stylists, media critics, distribution experts, press personnel, and designers. Some support programs provided stage-specific assistance based on revenue or business duration, while others required brands at vastly different stages—for example, in their fifth year or over twenty years since launch-to compete within the same program. Challenges faced by designer brands included limited budgets, timing constraints, poor inter-agency communication, and administrative burdens. Suggested improvements involved engaging fashion industry experts in policy planning, integrating export data from overseas production, simplifying documentation, revising regulations, fostering cross-industry collaboration, and establishing fashion venture funds to support competitive brands and accelerate growth. Future plans include expanding support through cultural content and material innovation to boost global recognition of Korean fashion brands. Findings indicate that strategies for vitalizing emerging Korean fashion designers include cross-industry collaboration, expert-led policy development, securing specialized investment funds, and elevating Seoul Fashion Week’s significance as a global platform to increase brand visibility and facilitate domestic and international orders.

This study identified the effects of factors related to physical fashion brands’ sales promotions on consumers’ reactions and purchase intentions, while also determining the differences in these effects according to the consumers’ generations and genders. For the empirical analysis, the study used SPSS and AMOS 25.0, with frequency analysis, EFA, reliability analysis, CFA, SEM analysis, and multiple-group comparison analyses also performed. The results of multiple-group comparison analyses of the generation groups showed that the effects of consumers’ affective reactions on their purchase intentions differed between the MZ generation(a generational group comprising the millennial generation and Gen Z) and active seniors, with the influence on the active seniors group greater than on the MZ generation group. The effects of cognitive reaction on purchase intention also differed between the two groups, with the influences on the active seniors group again greater than on the MZ generation, moreover the result was significant only for the active seniors group. The influence of affective reactions on purchase intention also differed in the result of the comparison of gender groups, with the impact greater for male consumers than for female consumers. Finally, the effect of cognitive reactions on purchase intention was greater for female consumers than male consumers, with the result significant only for female consumers. Based on these findings, the study recommends adopting different sales promotion strategies for each consumer group to induce positive purchasing behavior.

This study explores the operational challenges of emerging fashion designers in South Korea through in-depth interviews. The findings reveal significant challenges across key components of brand operation: product and image development, production, sales, promotion, and finance. Designers sought to express original narratives through their collections each season but encounter significant obstacles, such as limited production capacity, lack of marketing resources, and financial instability. Small order volumes hinder securing manufacturers, forcing designers to reinvest most revenue into sample development, with little left for labor or growth. Based on these insights, the study proposes three strategies to strengthen designer brand growth. First, it is necessary to ensure the efficient operation of numerous institutions and associations in Korea through systematic and continuous support at each stage of their programs. Each institution and association should independently run their own separate support programs to improve their expertise, optimizing the government’s limited budget. Second, adopting an agency model for emerging fashion designers, similar to entertainment agencies, can be effective. In this model, agency-affiliated celebrities act as muses for clothing lines and merchandise, enhancing sales via strategic promotion and marketing while encouraging mutual growth through revenue sharing. Third, the Korean fashion designer industry’s distribution structure needs reform.

This study examined how perceived scarcity influences consumer purchase decisions in the context of preorder fashion, with a focus on the mediating role of purchase pressure and the moderating role of hedonic shopping value. A survey was conducted with 300 consumers who had previously purchased fashion products through preorder platforms in Korea. The key constructs –limited time/quantity scarcity, product scarcity, time pressure, financial pressure, purchase delay, purchase intention, and compulsive buying– were validated using exploratory and confirmatory factor analysis. Structural equation modeling showed that perceived scarcity significantly increased purchase pressure. Specifically, limited time/quantity scarcity heightened time pressure, while product scarcity heightened both time and financial pressure. In turn, time pressure positively influenced both purchase intention and compulsive buying, whereas financial pressure led to increased purchase delay. Mediation analysis confirmed that time pressure fully mediated the relationship between limited time/quantity scarcity and both purchase intention and compulsive buying, while product scarcity exerted both direct and indirect effects, particularly on compulsive buying. A multigroup analysis further revealed that hedonic shopping value did not moderate the overall structural model but had significant effects on specific paths. Consumers with high hedonic shopping value were more sensitive to product scarcity and experienced greater purchase pressure than those with low hedonic shopping value. These findings offer valuable insights for marketers who employ scarcity tactics in preorder strategies and highlight the importance of psychological mechanisms in shaping consumer behavior. Theoretical implications and future research directions are also discussed.

This study aims to analyze the expressive characteristics and aesthetic meanings of the uncanny in digital fashion, exploring its potential as a significant aesthetic device within contemporary fashion discourse. Drawing on theoretical frameworks by Freud, Heidegger, and Lacan, the study examines how digital fashion imagery disrupts conventional aesthetic norms through uncanny visual expressions that evoke psychological tension and perceptual ambiguity. A combined methodology of comprehensive literature review and systematic empirical case analysis was employed. A total of 96 digital fashion examples were collected from platforms including Google, YouTube, Showstudio and Instagram between January 2020 and March 2025. Selection criteria specifically targeted images exhibiting morphological variability, sensory instability, and ontological uncertainty, which are the three core expressive characteristics identified through both theoretical insights and empirical analysis. The results confirmed the consistent presence of these expressive characteristics in digital fashion works and further illuminated their aesthetic implications: digital fashion reconfigures the sensory framework, blurs ontological boundaries, and expands aesthetic experience by challenging viewers’ perceptual and cognitive expectations. In conclusion, this study deepens understanding of digital fashion aesthetics by systematically examining the uncanny within digital contexts and highlights the potential of digital fashion to expand aesthetic boundaries and possibilities for expressions based on sensory experiences.

This study explores the temporal changes in and structural characteristics of consumer discourse on the Hanbok experience from 2015 to 2024. A total of 9,227 posts containing the keyword “Hanbok experience” were collected from Naver and Daum news, blogs, and cafes using Textom text mining software. The study period was divided into three phases: 2015–2017 (popularization), 2021–2022 (post-pandemic consumption shift), and 2023–2024 (global expansion and digital integration). Frequency and term frequency-inverse document frequency (TF-IDF) analyses were conducted on key terms, followed by semantic network analysis and community detection using the Wakita–Tsurumi algorithm to compare discourse structures across periods. Additionally, quadratic assignment procedure (QAP) correlation analysis with UCINET was used to examine discourse continuity and change. Consumer discourse consistently featured keywords related to traditional tourist sites, services, and emotional experiences, with online and regional content emphasized during the pandemic. Recently, discourse evolved by integrating digital technologies, K-pop, and metaverse trends, reflecting new cultural consumption forms. Spatially, the focus shifted from Seoul to regional and modern spaces, while experience methods and events diversified beyond traditional frameworks. Network analysis showed recurring core clusters, indicating resilient key concepts despite social shocks, such as the pandemic. Hanbok experiential tourism evolved from a focus on traditional culture to one that combines modern fashion and digital technology. This study underscores the evolving role of hanbok experiences as a sustainable cultural tourism product that integrates fashion, digital technology, and immersive event design, providing valuable insights for future tourism and cultural content development.

This study aims to identify the diverse types and characteristics of signatures that appear in contemporary fashion while primarily brand focusing on emerging Korean designer brands. To this end, qualitative content analysis using news articles and in-depth interviews with 15 emerging Korean designers were conducted. The news article analysis revealed six types of signatures: design based on formative sensibility expression, strategically constructed designer/brand identity, brand practices carried by cultural and spatial experiences, craftsmanship and custom production, contemporary reinterpretation of traditional designs, and text-based visual symbolic systems. The result of the in-depth interviews identified five types of signatures among emerging Korean designer brands: design expressions evolving from designer and brand identity, production emphasizing practicality and craftmanship, brand experiences based on spaces, visual narrative symbolism, and limited-edition items. Unlike established fashion brands that focus on fixed visual or textual elements through strategic planning by the established fashion brands, emerging Korean designer brands gradually and dynamically develop signatures which are grounded in personal philosophy, ethical values, and ongoing interaction with consumers. The findings of this study imply that the signatures of emerging Korean designer brands are not merely aesthetic repetitions, but are instead representations of evolving and situated expressions that interacts with and responds to socio-cultural changes and contexts.

Despite its historical association with oppression, fear, and marginalized femininity, modern reinterpretations of the figure of the witch position it as a symbolic entity combining historical context and literary imagination. This study analyzes contemporary fashion designs that incorporate witch imagery, focusing on the designs' representational methods and aesthetic characteristics. It includes a literature review examining evolving perceptions of witches across different eras as well as visual and formal analyses of post-2010 fashion collections, using image and text materials from Showstudio.com and other online sources. In various realms of visual culture–including art, film and drama, advertising, product design, and halloween costumes–the image of the witch is no longer confined to traditional iconography. Instead, it is continuously reimagined, taking on expanded and multifaceted meanings that attest to its unique and evolving nature. This study identifies two primary expressive types: direct iconographic appropriation, employing traditional motifs such as pointed hats, black cloaks, and pentacles; and metaphorical suggestion, using dark tones, deconstructed silhouettes, and layered styling to imply the witch's essence. The analyses also highlight three aesthetic characteristics: empowered sensuality, expressed through sheer fabrics and dramatic makeup; supernatural mysticism, combining natural and occult symbols; and uncanny playfulness, which subverts traditional motifs through fantasy and humor. Ultimately, the witch in contemporary fashion serves as both a stylistic code and a visual signifier of cultural narrative and identity. This reimagining has contributed to the development of new aesthetic systems in fashion and broadened the visual culture and design innovation discourse.

가속화되는 글로벌 환경 속에서 현지 소비자를 유인하기 위한 효과적인 전략에 대한 논의가 활발 히 이루어지고 있다. 특히, 브랜드 글로벌성을 강조한 글로벌 소비자 문화 포지셔닝과 현지 문화 어필을 통해 친밀감을 높이는 현지 소비자 문화 포지셔닝은 해외 기업에게 있어 효과적인 마케팅 커뮤니케이션 구축을 위한 주요한 의사결정 요인이다. 본 연구는 글로벌 패션 매거진의 내용 분석 을 통해, 패션 브랜드의 매거진 광고에 있어 소비자 문화 포지셔닝의 트랜드를 탐색하고자 한다. 특히, 패션 매거진의 경우, 제품의 속성에 대한 직접적인 정보 전달보다 유명인 광고를 통해 브랜 드 메시지 및 이미지를 전달하는데 초점을 두고, 유명인 광고에 있어 글로벌 혹은 현지 소비자 문 화 포지셔닝의 행태를 탐색하고자 한다. 또한, 유사한 문화권임에도 글로벌성과 현지성의 선호에 따른 브랜드의 전략적 방향이 다를 수 있음을 기반하여, 중국과 일본의 패션 매거진의 내용 분석을 통해 유명인 광고의 차이를 확인하고자 한다. 이를 위해 글로벌 패션 매거진으로 대표되는 Vogue 및 GQ가 2023년에 중국과 일본에서 발행한 패션 매거진을 기반으로 내용 분석을 실시하였다. 분 석 결과, 중국의 경우 현지성을 강조한 유명한 광고의 빈도가 높은 것으로 나타났으며, 글로벌 명 품 브랜드의 경우, 중국과 일본 모두에서 표준화된 글로벌 접근이 지배적인 것을 확인하였다. 본 연구는 패션 매거진의 통합적인 내용 분석을 통해 유명인 광고의 글로벌성과 현지성의 패턴을 비교 분석하였다는 점에서 학문적인 의의가 있으며, 유명인 광고의 패턴은 국가별 차이가 있음을 확인하 고, 특히 중국의 경우, 소비자 친밀감 및 신뢰감을 기반한 현지 소비자 문화 포지셔닝의 중요성을 시사하였다는 점에서 의의가 있는 것으로 판단된다.

Limited fashion products serve as a strategy for demonstrating the brand’s vitality and presence by satisfying the emotional needs of consumers seeking to escape from the boredom of similar products. The MZ generation values unique experiences and desires to purchase rare and unique products. Accordingly, the fashion industry prioritizes launching limited fashion products that emphasize artistry and can convey different values compared to existing products. The open-run phenomenon, characterized by people waiting in line before the store opens and then running to the store to purchase these limited products as soon as the store opens, is rapidly emerging as a consumer trend in our society. This study explored the impact of fashion consumers’ psychological factors-that is, FOMO, brand attachment, and need for uniqueness-on their open-run intention for limited fashion products. An online survey was administered to test the research hypotheses on Korean consumers, and 300 responses were statistically analyzed using the SPSS 28.0 program. The results revealed that FOMO, brand attachment, and the need for uniqueness significantly increased open-run intention for limited fashion products. Furthermore, consumers’ fashion involvement appeared to have a significant positive moderating effect on FOMO, brand attachment, and open-run intention. However, it did not substantially impact the effect of the need for uniqueness on open-run intention.

This study explores how to integrate the generative artificial intelligence (AI) tool Midjourney into the fashion design process, emphasizing the visualization of sporty fashion concepts. The research applied Midjourney at every stage of the fashion design process: mood board, fashion sketch, flat drawing, production package, fashion show presentation, and store display and sales. Specifically, sporty fashion was selected as the theme, and customized prompts were developed from prior research and design principles to generate visual outputs for each stage. Furthermore, three apparel design experts evaluated the AI-generated images to assess Midjourney’s practical applicability and effectiveness in each phase of the fashion design workflow. Expert evaluations revealed that Midjourney was particularly effective in the early stages, offering diverse and visually engaging imagery that supported creative ideation and mood expression. The tool allowed quick exploration of different silhouettes during the sketching stage but was imprecise in detailed forms and proportions. Limitations became more evident in the flat drawing and work instruction stages, where outputs failed to accurately reflect material textures and technical construction. Prompt refinements and referencebased prompts were tested but often resulted in inconsistent or stylized outputs. Additionally, continuity between stages was missing. Midjourney shows potential as a creative tool, but experts highlight its limitations for practical industry application. Further research is needed to improve prompt optimization and training data for enhanced accuracy and usability in AI-assisted fashion design workflows.

As product packaging becomes an increasingly important tool for conveying brand images to consumers, eco-friendly packaging (EFP) is being extensively adopted by fashion companies. Given this trend, the need for research examining consumer responses to fashion products featuring EFP has increased. This study investigates the effects of attitude and subjective norms on consumers’ purchase intention of fashion products using EFP, and further explores the moderating roles of gender and ethical self-identity (ESI). A survey including 360 male and female consumers in their 20s and 30s was conducted, and the data were analyzed using multiple regression analysis. The results indicate that both attitude and subjective norms positively influence purchase intention. Gender moderated the relationship between subjective norms and purchase intention, with males exhibiting higher purchase intention than females when influenced by social norms. ESI also moderated the relationship between attitude and purchase intention, as well as between subjective norms and purchase intention. Individuals exhibiting higher levels of ESI showed stronger alignment between their attitudes or perceived norms and their purchase intention of EFP products. These findings provide valuable insights and establish a foundational understanding of the key determinants of purchase intention for fashion products with EFP. Furthermore, they provide theoretical insights into sustainable consumer behavior and offer practical implications for fashion marketers seeking to promote eco-conscious consumption.

This study aimed to analyze the characteristics of the New-Chinese style appearing in Chinese fashion designer Shiatzy Chen’s collections and, accordingly, recommend various directions for the New-Chinese style design. Regarding the research method, the background and concept of Chinese style and New-Chinese style were reviewed, while relevant characteristics were derived from prior research. Concerning the data collection, 21 season collections from A/W 2014 to A/W 2024, were selected, and 26 reviews and 1,168 collection data were collated. The results are as follows: First, “multicultural convergence” emerges as design methods reflecting social changes and utilizes diverse cultural elements. In fashion design, it emerges in a harmonious combination of culture and artistic styles, expressing the integration of varied cultures —for instance, East–West cultural convergence. Second, “historical tradition” consistently expresses Shiatzy Chen’s fashion; continuously explores Chinese people’s garments and aesthetics; and integrates oriental dignity, culture, and discipline into fashion design. Third, “temporary diversity” refers to a Chinese fashion design culture that represents the seamless blending of traditional culture and modern social values— leading the new consumer market by combining new and old generations, graffiti aesthetics on modern streets, and traditional and contemporary expressions. Fourth, “positive metaphor” expresses the intrinsic mental element and emphasizes covert rather than overt beauty. These expressions metaphorically communicate ancient Chinese legends via artistic techniques, such as contemporary illustration and embroidery, thereby conveying an active mental culture.

This study investigates the effects of experiential marketing by categorizing fashion pop-up store experiences according to the strategic experiential modules (SEMs): sensory, emotional, cognitive, behavioral, and relational. It analyzes how these experiential factors influence shopping flow, impulse buying, and word-of-mouth intentions. A survey was conducted with 400 participants, equally distributed by gender and age group (20 and 30-year-old). Valid responses from 320 participants were analyzed using factor analysis, reliability testing, correlation analysis, and regression analysis in SPSS. Findings revealed four key elements of experiential marketing: sensory/emotional, relational, cognitive, and behavioral. Sensory/emotional, relational, and cognitive factors positively affected shopping flow, which enhanced impulse buying and word-of-mouth intentions. However, behavioral factors did not have a significant effect. These results underscore the impact of experiential marketing on pop-up store customer behavior and highlight the understudied area of word-of-mouth marketing. The study specifically targeted consumers most likely to visit pop-up stores, ensuring practical significance by providing data to develop strategies for increasing experiential marketing efficiency. Additionally, the results identify the critical elements of experiential marketing in pop-up stores and examine how they interact with shopping flow and impulse buying. This research contributes valuable insights into optimizing consumer engagement in pop-up retail environments, emphasizing the importance of sensory and relational experiences in driving consumer behavior and addressing gaps in existing marketing literature.

As social media becomes increasingly integrated into daily life, it has reshaped how people communicate and consume advertising. Instagram, a visually-oriented platform, uses advanced targeting and shopping features to deliver personalized advertising, particularly in the fashion retail sector. Grounded in the cognitive-affective-behavioral model and human information processing theory, this study investigates how Instagram’s personalized fashion advertising influences consumer perception and behavior, focusing on recommendation system quality (accuracy, novelty, diversity) and content quality (vividness, diagnosticity). A survey of 403 Korean adults aged 20–69 was conducted to assess causal relationships among these variables. The findings reveal that accuracy and diversity in recommendation systems, along with diagnosticity of content quality, positively influence user satisfaction, which, in turn, influences their click-through and purchase intentions. However, novelty and vividness exhibited no significant effects. Academically, the study contributes to a deeper understanding of the mechanisms underlying personalized advertising on visuallyoriented platforms like Instagram. Practically, it underscores the importance of creating high-quality, personalized content that aligns with user preferences and provides clear product information. Brands can enhance user engagement by designing visually appealing advertisements and optimizing linked web pages to foster emotional bonds with consumers. These strategies can cultivate long-term customer relationships and enhance brand loyalty while maximizing advertising effectiveness on Instagram.

This study analyzes the expressive characteristics of fashion design through sensory experiences, focusing on the Metropolitan Museum of Art’s exhibition Sleeping beauties: Reawakening fashion. It aims to explore the creative and innovative potential of fashion design that utilizes sensory experiences while proposing new directions for future fashion exhibitions and the design field. The research scope includes 220 garments and accessories featured in the exhibition. Based on theoretical considerations and case studies, this research classifies and examines fashion design characteristics from the perspectives of olfactory, tactile, visual, auditory, and multi-sensory experiences. The findings indicate that olfactory experiences enhance emotional engagement by integrating fragrance with storytelling, while tactile ones increase immersion through fabric texture and structural elements. Visual experiences strengthen aesthetic appeal and narrative through various digital technologies and lighting effects, while auditory ones convey the emotional messages of fashion design using sound and music. Additionally, multi-sensory experiences combine multiple sensory elements to provide viewers with an immersive, multidimensional experience. This study confirms that sensory experiences expand the creative possibilities of fashion design and suggests new exhibition strategies that integrate sustainability and digital technology. Beyond simple stimuli, sensory experiences foster emotional connections and contribute to enhancing fashion design’s artistic and cultural value. Therefore, this research highlights the importance of integrating sensory experiences with creative approaches and technological convergence to amplify the social and artistic impact of fashion design.

This study aims to examine how the marketing characteristics of Wanghong (Chinese internet influencers) influence Chinese consumer attitudes and purchase intentions toward fashion products. Specifically, it investigates how the factors of expertise, trustworthiness, and attractiveness play a critical role in shaping consumer behavior in the digital marketing landscape. The study employed a survey-based quantitative approach, collecting data from 272 Chinese consumers engaging regularly with Wanghong marketing content. A structured questionnaire using a 5-point Likert scale was developed, incorporating validated measurement items from previous studies. The collected data were then analyzed using exploratory factor analysis, correlation analysis, and multiple regression analysis. The findings indicate that while expertise negatively influences consumer attitudes, trustworthiness and attractiveness have a positive impact. Furthermore, trustworthiness and attractiveness were found to significantly enhance purchase intention, while expertise was found to have no significant effect. Additionally, the findings showed that consumer attitudes toward Wanghong-mediated marketing play a mediating role in the relationship between Wanghong characteristics and purchase intention, with the results suggesting that consumers perceive highly knowledgeable Wanghong as distant or overly commercial, reducing their willingness to engage. In contrast, Wanghong who exhibit trustworthiness and personal appeal are more effective in driving consumer interest and purchases. These findings provide valuable insights for fashion brands aiming to optimize influencer marketing strategies in China, emphasizing the importance of relationship-driven and authenticity-focused marketing.

본 연구의 목적은 S-O-R 모델을 기반으로 가상패션쇼 관련 의류 제 품에 대한 소비자 구매의도의 영향 요인을 탐구하고 향후 가상패션쇼의 기획과 홍보, 의류 제품의 전시를 위한 이론적 근거와 시사점을 제시하 는 데 있다. 연구 목적을 달성하기 위해 본 연구는 S-O-R 모델을 기반 으로 사회적 영향, 의류 특징, 브랜드 명성, 의류 품질, 촉진 조건, 전시 효과, 인지와 감정 변수를 활용하여 가상패션쇼 의류 제품에 대한 소비 자 구매의도 모델을 구축했다. 정량 분석 방법을 이용하여 구축된 모델 을 검증하고 소비자 구매의도의 영향 요인을 밝혔다. 연구 결과에 따르 면 사회적 영향, 의류 특징, 브랜드 명성, 의류 품질, 촉진 요소, 전시 효 과가 소비자 인지와 감정에 유의미한 정(+)적인 영향을 미치는 것으로 나타났다. 그리고 소비자 인지와 감정은 가상패션쇼 의류 제품에 대한 구매의도를 높일 수 있음을 검증했다.