The number of North Korean defectors in South Korea has reached 30,000, however, it has been reported that many of them still have adaptation problems. Research on adaptation of North Koreans to South Korean society has been approached mainly from social, economic, and psychological perspectives, and little research has been conducted on their adaptation in terms of lifestyle of North Koreans in South Korean society. Adaptation to daily life pattern in a new social-cultural environment may be examined in the context of acculturation. As a part of the daily life, we are focusing on North Korean defectors’ clothing behavior and how they use clothing as a strategic tool for their adaptation to South Korea. The results of this study may provide marketers the information needed to develop mobile applications to help the North Korean defectors adapt to South Korean fashion style. This research also examined the impact of fashion SNS and word-of-mouth communication as a means of identity formation. In depth interviews using snowball sampling were conducted with 10 North Korean defectors in their 20s and 40s who agreed to voluntarily participate in the research from December 2016 to February 2017. The findings from the interviews are as follows. First, according to Berry’s(1997) types of acculturation, North Korean defectors were classified based on the subjective aspects(e.g. clothing norms) and objective aspects(e.g. clothing purchase behavior) of their daily clothing behavior. The Integrators still tried to abide by the clothing norm acquired in North Korea, but at the same time accepted the clothing norms of South Korea and tried to change their personal ideal. In the objective aspects, their clothing styles still reflect North Korean fashion norms, yet they newly acquire norms regarding thin body ideals or skin care management in the South. They also showed the change of store preference and choices as they become adapted to South Korean culture. The second group, Assimilators show high degree of acceptance of South Korean culture. They regarded the sense of belonging to South Korean society and appearance management as important. Many of them played a role as a fashion adviser among their North Korean peers while they have formed and kept the social network with South Korean. Thirdly, Segregators are the people who try to maintain North Korean culture and try to segregate from the South Korean (host) culture. Defectors in this type still abided by the clothing norms they acquired while in North Korea, and had a negative viewpoint on the South Koreans' styles. They still preferred North Korean fashion style, and were familiar with using North Korean words for expressing terminology related to fashion. Finally, Marginalized group is the people who consider themselves being individual and independent self-standing entity with low degree of acceptance of South and North Korean culture. They sought to express their own individuality before and after defecting by creating their own style. This study may contribute to the understanding of adaptation process, not only of North Korean defectors, but also other immigrants to other countries.

Today, mobile advertising is an important tool as interactive communication has a great potential to promote market sales. This study is to examine the effect of price perception on behavioral intention to use mobile phone-based promotions, and compare the differences in choice heuristics between levels of the intention to use mobile promotions. Multi-item scales for price perception, choice heuristics and mobile-based promotions were either developed in our qualitative study or adopted from existing scales in literatures (Lichtenstein, et al., 1993; Bettman & Park, 1980). Based on behavioral intention to use, mobile promotions were classified into three types, such as sales promotion, reward program and brand ads. All items were measured on a seven point rating scale (1=very unlikely, 7=very likely). A pilot study was conducted in which 97 female consumers who had ever redeemed mobile promotions for purchasing fashion products. Respondents were aged from 18 to 35 years (average age=23.6 years). Factor analysis revealed that price perception extracted three factors, such as price consciousness (items =4, Cronbach’s α=.90), coupon proneness (items =5, Cronbach’s α=.89), and sales proneness (items =4, Cronbach’s α=.89). Regression analysis was used to examine the effect of the price perceptional factors on use intentions for mobile promotions. For sales promotion, price consciousness (β=.27, p<.01) and coupon proneness had significant effects on intention to redeem for sales or coupon (F=13.59, p<.001, Adjusted R2=.29); price consciousness (β=.22, p<.05) and coupon proneness (β=.36, p<.01) significantly affected behavioral intention to participate in reward program (e.g., QR code events, point mileage, free gift, etc.) (F=10.34, p<.001, Adjusted R2=.23); and intention to use brand ads was significantly affected by sales proneness (β=.26, p<.05) and price consciousness (β=.24, p<.05; F=9.18, p<.001, Adjusted R2=.21). For purchasing in mobile context, consumer choice heuristic was consisted of five rules: compensatory, lexicographic, price-based conjunctive, affect-referral heuristic and sequent elimination in the mobile context. It is found that consumer choice rule was differed by intention to use mobile promotions. There was a significant difference in lexicographic (MLow=3.89, MHigh=4.63, t=-3.54, p<.01), price-based conjunctive (MLow=3.64, MHigh=4.13, t=-2.12, p<.05), and affect-referral heuristic (MLow=3.31, MHigh=4.02, t=-2.95, p<.01) between high and low levels of use intention for redemption for sales or coupon; for reward program, there was significant difference in price-based conjunctive (MLow=3.45, MHigh=4.27, t=-3.72, p<.001) or sequent elimination (MLow=4.39, MHigh=5.00, t=-2.13, p<.05) between the high and low levels of use intention. Also, there was a significant difference in price-based conjunctive rule between high and low levels of use intention for brand ads (MLow=3.49, MHigh=4.30, t=-3.76, p<.001). The findings extended a consumer choice model under mobile promotional stimuli and discussed a managerial implication to build effective promotional strategy in the context of mobile commerce..