This study aimed to provide insight into methods for activating management of traditional markets by understanding differences in merchant perception according to whether or not the merchant has participated in management activation education. Analysis of merchants’ levels of perception of market activation found that educated merchants had a higher perception of pre-post modernization satisfaction, promotion of traditional market revitalization projects, and post-support changes in sales. In a co-marketing context, educated merchants showed significant differences in onnuri gift certificates, bargain sales, festivals and events, and advertisement promotions. With regards to perception of management performances, educated merchants showed statistically significant higher responses for items such as satisfaction with the current vendor, increased sales, and increased customer awareness. The results in this study may be incorporated into the policy-making processes of the government or local governments in order to revitalize traditional markets, and merchant education for activation of management is deemed to be continuously necessary.

The purposes of this study was to identify fashion shoppers’perceived risk and satisfaction while shopping at overseas online shopping malls based on their internet shopping values. A self-administered questionnaire was used for data collection and an internet survey was conducted from April 12~15, 2015. Most consumers purchased one or two fashion items at overseas online malls directly, motivated by low prices, and spent 200,000~400,000 won during the last one year. The factors of consumers’ internet shopping values were information, hedonics, and practicality. Factors of perceived risk were delivery and refund, price and approval, and product and shopping mall. Consumers were divided into three categories: heavy pursuit shoppers, intermediate shoppers, and uninformed shoppers based on their internet shopping values. Heavy pursuit shoppers were primarily female; they spent more, felt a deeper patronage with overseas online shopping malls and their perceived risk regarding delivery and refund was higher than the other shoppers. The group of uninformed shoppers were primarily male. They spent less, had low patronage with overseas online shopping malls, and their perceived risk regarding delivery and refund was lower than other shoppers. Overall satisfaction was positively affected by information provided while shoppers were surfing the overseas online shopping malls and practicality. Satisfaction was negatively affected by perceived risk regarding price and approval and difficulty in finding specific products while shopping at overseas online shopping malls.

The purposes of this study were to categorize of pro-environmental clothing purchasing and disposal behaviors and to identify impacts of health and environment consciousness on pro-environmental clothing purchase and disposal behaviors. The subjects were homemakers (n=381), and they were segmented into LOHAS group, environment conscious group, unconscious group, and wellbeing group according to their health and environment consciousness. Older homemakers were included in LOHAS group and environment conscious group. And these homemakers performed pro-environmental clothing purchasing and disposal behaviors better than wellbeing group or unconscious group. Health consciousness was positively related with the second-hand clothing purchasing and recycling. Environment consciousness was positively related with clothing made with organic, natural or functional materials, or the second-hand clothing purchasing, and recycling of the second-hand clothing. There was a need to develop continuing education programs to strengthen homemakers' health and environment consciousness, or to upgrade their pro-environmental clothing purchase and disposal behaviors.

The purpose of this study was to compare the effects of internet fashion advertisement (Ad) formats according to university students' online lifestyle. Static banner, rich media, floating, shopping, and target advertisement were selected as stimuli and a self-administered questionnaire was used for data collection. SPSS PC (Ver. 16.0) was used for factor analysis, ANOVA, and Chi-square test. Factors of online lifestyle were economy, early adaption, cyberspace activity, sociability, innovation, and entertainment, and subjects were segmented into online activity (OA) retard group, OA mania group, hedonic early adapter group, and OA intermediate group. OA retard group was positive to a static banner Ad with intimacy, and OA mania group and OA intermediate group were positive to a static banner Ad with confidence, attention, and intimacy and rich media Ad and floating Ad with confidence and attention. Hedonic early adapter group was positive to a target Ad with attention and intimacy. Internet shopping mall managers should select internet Ad format after segmenting their customers according to OA lifestyle.

The purpose of this study was to identify middle-school boys' purchase behavior according to their shoes shopping orientation. A self-administered questionnaire was used to collect from 314 subjects. Factor analysis, Chi-square test, and one-way ANOVA were done using SPSS PC (Ver. 18.0). Most middle-school boys selected shoes that were 255~270mm, possessed on to two pairs of school shoes, searched for information for about five days before purchase, had spent 50,000~150,000 won on one to two pairs of shoes during the previous six months, saw design, comfort, and brand as their selection criteria, chose their shoes by themselves, shoes specialty stores, had favorite brands, preferred athletic shoes made of achromatic canvas, and bought new shoes when their old ones wore out. Factors of shoe shopping orientation were fashion and brand, economy, conformity, and comfort, and students were grouped into an active shopping group, an underdeveloped shopping orientation group, and a value pursuit group. The active shopping group bought more shoes, spent more on shoes, selected their shoes themselves, patronized discount shoe stores or specialty stores, and preferred national brand shoes. The underdeveloped shopping orientation group accepted their friends' opinions when selecting shoes and bought cheaper shoes. The value pursuit group accepted their parents' opinions when selecting shoes, patronized internet shopping malls or traditional markets, and selected cheaper shoes. The shoe shopping orientation of middle-school boys was immature, but they showed strong consumption needs.

The purposes of this study were to identify point makeup purchasing and using behavior according to the personal color awareness. Most women considered their favorite color first when purchasing lipsticks and skin color when purchasing cheek powder or foundation. They considered makeup concept first when applying lipsticks, eye shadows, and cheek powder but skin color applying foundations and manicures. Factors of personal color awareness were preferences & utilization awareness, other’s advice, and direct awareness, and were segmented into PC intermediate group, high PC group, and PC retard group. PC intermediate group were in the late 20’s and the early 30’s, average incomes with high education, and patronized discount stores for point makeups, used fashion color as a criterion when selecting lipsticks, foundations, and manicures, apparel color when applying eye shadows, skin color when applying cheek creams, and preferred imported lipsticks and manicures. High PC group were among unmarried women in the early 20’s, university students, high income households with medium level of pocket money, spent more for point makeup, and patronized department stores and internet shopping mall, used skin color or fashion color as criteria when selecting point makeup, referenced makeup concept when applying point makeup, preferred imported point makeup. PC retard group were among married women in the late 30’s with low education and low income, spent less for point makeup and pocket money, and selected domestic point makeup, used their favorite color as a criterion when selecting point makeups and apparel color when applying lipsticks and cheek creams.

본 연구에서는 미생물에서 추출한 천연 색소로 염색한 직물의 색채특성을 고찰하고 염색 직물의 색채감성에 영향을 미치는 색채감각과 물리적 색채특성을 규명하고자 하였다. 미생물 Zooshikellar에서 추출한 prodiginine 색소를 이용하여 적자색으로 염색된 면, 견, 모, 나일론 직물에 대하여 20대 대학생 남녀 40명을 대상으로 의미미분법을 이용한 색채감각 및 감성을 평가하였다. 미생물 prodiginine 색소로 염색한 직물의 색채감성요인은 '유쾌성', '품위성', '독특성', '편안성' 등 4개 요인으로 분류되었는데, 이 중 '유쾌성' 요인이 미생물 색소로 염색한 직물의 대표적인 색채감성요인이라는 것을 알 수 있었다. 미생물 prodiginine 색소로 염색한 직물 색채의 명도 L*은 '유쾌성' 요인과 유의한 관계를, 채도인 C*는 색채감성요인 모두와 유의한 관련성을 보였으며, a*와 b* 의 물리적 색채변인 또한 색채감성요인에 유의한 영향을 끼쳤다. 또한 색채감각과 색채감성요인은 부분적으로 유의한 관련성을 보였다. 미생물 prodiginine 색소로 염색한 직물의 색채감성, 색채특성 및 색채감각 중에서 색상 선호도를 예측해 주는 변인은 '유쾌성'과 '독특성'을 포함한 색채감성임을 알 수 있었다.

The purpose of this study was to examine effects of perceived cosmetic brand personality on the preference of women consumer in 20～30's who started applying adult makeup and were sensitive to cosmetics and makeup techniques to provide domestic cosmetic brands with unique personality marketing resources. A questionnaire developed by researchers was used and 538 questionnaires were used for data analysis. Data was analyzed by SPSS PC(Ver. 16.0). Factor analysis, one-way ANOVA, and muliti regression analysis were done. The findings of this study were; Domestic cosmetic brands’ personality factors were aesthetics, performance, interest, competency, and boldness. In case of Isaknox, women consumers in 20-30's preferred it when they perceived its aesthetics, performance, and competency. They preferred Lacvert when they perceived its aesthetics and interest, while they preferred The Face Shop when they perceived its aesthetics, performance, and competency. They preferred domestic cosmetic brand was Hera most, followed by Laneige, Isaknox, Lacvert, and The Face Shop in a descending order. Also they preferred Laneige when they perceived its competency and Hera when they perceived its aesthetics and interest.

The purpose of this study examines women in 20s∼30s who start applying adult makeup and are sensitive to cosmetics and makeup techniques to understand the influence of overseas cosmetic brands’ personality on their preference to provide overseas cosmetic brands with unique personality marketing resources. The following summarize the findings of this study: first, overseas cosmetic brands’ personality factors were aesthetics, performance, interest, competency, and boldness. Second, among imported brands, the most preferred brand was Christian Dior, followed by Bobbi Brown, Chanel, SK-Ⅱ, and Estee Lauder. Third, the subjects preferred Chanel when they perceived its aesthetics, performance, and competency and Christian Dior when they perceived its aesthetics and performance and did not perceive its boldness as much. They preferred Estee Lauder when they perceived its aesthetics and competency and Bobbi Brown when they perceived its aesthetics, performance, and competency and did not perceive its boldness as much. In case of SK-Ⅱ, they preferred it when they perceived its aesthetics, performance, interest, and competency.

The purposes of this study were to identify awareness of pollution and attitudes toward eco-friendly clothing according to women's LOHAS lifestyle. Over 60% of women were not aware of severity of environment pollution by clothing wastes and 37.2% kept their not-wearing clothing in dead storage. 26.7% of women disposed notwearing clothing into clothing collecting box separately and 20.9% sent them to neighbors or friends. 39.4% of women were willing to pay 10% more for eco-friendly clothing and 84.6% were not willing to buy clothing produced by unethical companies. Factors of LOHAS lifestyle were healthy food, environmental protection, family life, healthy clothing, healthy housing, and community service, and were segmented into using leisure group, family centered group, LOHAS group, and LOHAS stagnated group. Using leisure group were university women with low incomes, well aware of environmental pollution by clothing wastes and eco-friendly clothing, kept their not-wearing clothing into dead storage, and low intention to buy clothing produced by unethical companies. Family centered group were women of 30’s with average income and higher educationl, unaware of environmental pollution by clothing wastes and eco-friendly clothing, but low intention to buying them, disposed not-wearing clothing into clothing collecting box. LOHAS group were the over forties home makers with higher income and education, well aware of severity of environmental pollution, sent not-wearing clothing to others or remodeled, intended to buy eco-friendly clothing, and not to buy clothing produced by unethical companies. LOHAS stagnated group were university students, unaware of severity of environmental pollution by clothing wastes and threw not-wearing clothing into trash box, no experience of eco-friendly clothing, could buy clothing produced by unethical companies if needed.

The purposes of this study were to provide information on customers for cosmetic companies to develop goods and promotion strategy by examining facial images of university women and their recognition level about cosmetics brand personality. The results were as follows; First, satisfaction level of university women with their lips and eyes was very high, while lowest in skins. Second, factors of brand personality of three kinds of foreign cosmetics brands and three kinds of domestic brands were sincerity, beauty, renovation, reliability and ruggedness. In beauty, reliability and ruggedness, they preferred foreign brands to domestic ones, while they preferred domestic ones in sincerity and renovation. Third, the satisfaction level with face had a statistically significant relationship to the importance of face and cosmetic brands, while the importance of face had to the beauty of the brand. In the interrelationship among facial images and the factors of brand personality, they had significant interrelationships, provided beauty and ruggedness, and reliability and ruggedness had no significant interrelationship.