국내 현대정원의 조성 디자인 경향성을 확인하고자 우수 경 관 정원 80개소 대상으로 적용 양식 및 정원 식물을 조사하였 다. 조사 대상 80개소 정원 중 53.7%는 서울 및 수도권, 46.3%는 그 외 지역에 소재하고 있다. 또한, 관리 유형에 따 라 공동 정원, 상업시설 정원, 개인 정원으로 구분 되었으며, 각 62.5%, 21.3%, 16.2%로 나타났다. 19~20세기 해외 정원 사조에 따라 조성 양식은 12유형(정형식, 비정형식, 정형 및 비정형 복합식, 건축식, 자연, 신풍경, 뉴저먼 스타일, 모더니 즘, 프레리 스타일, 뉴웨이브 스타일, 낭만주의, 예술작품 정 원)으로 분류되었다. 우리나라 현대 정원은 단일 및 복합 양식 활용이 각 55.0%와 45.0%로 유사하였다. 주로 정형 및 비정 형 복합식 정원이 활용되는 반면, 정형 및 비정형 복합식 정원 대비 낭만주의, 모더니즘, 프레리 및 뉴웨이브 스타일 이용 빈 도는 0.02~0.06배 수준이었다. 조성 양식 활용에 따라 이용 되는 식물 소재 유형에는 큰 차이가 없었으나, 특정 디자인에 서 식재 빈도가 높은 분류군을 확인했다.

As the number of North Korean refugees increases in South Korean, their acculturation to life in their host country is coming to be an important social issue. This study explores some clothing-related barriers experienced by North Korean refugees and their moderating effects on acculturation to South Korea. Data were collected using a self-administered survey of 163 female and 37 male North Korean refugees in South Korea aged 20 to 69 years. Descriptive analyses, t-tests, ANOVA, Duncan tests, and moderated multiple regression were conducted using SPSS 20.0 and Process Macro v.3.3. The results show that the North Korean refugees who participated in the study had experienced clothing-related barriers regarding fashion terminology and shopping rituals in South Korea. In particular, those in their 60s perceived more clothing-related barriers than those in their 20s and 30s. Next, the clothing-related barriers experienced by North Korean refugees have a negative moderating influence on the relationship between self-esteem and acculturation in South Korea. This study provides a deeper understanding of the relationship between fashion and the acculturation of North Korean refugees to South Korea. The results of the study can be also helpful of government policy makers, practitioners, and academics to develop education programs for North Korean refugees.

As the postsecondary school-age population continues to decline, universities are building identities to differentiate themselves and create a favorable impression among this cohort. We investigated the role of logo-bearing products as a way of promoting university identity, specifically, the effects of ingroup ties, ingroup affect, and centrality on attitude toward university logo products and purchase intention. This study further examined the moderating effects of perceived university prestige on the relationship between logo product attitude and in-store purchase intention, and the moderating effect of online shopping frequency on the relationship between logo product attitude and online purchase intention. We conducted a survey of undergraduate and graduate students at a university in Seoul. Survey responses (N=561) were collected and processed using SPSS 23.0. Multiple regression analysis showed that ingroup ties and affect had significant effects on product attitude. However, centrality had no significant effect on attitude toward the product. Product attitude had a direct significant effect on both in-store and online purchase intention. Perceived university prestige moderated the relationship between product attitude and in-store purchase intention. Moreover, online shopping frequency moderated the relationship between product attitude and online purchase intention. The results of this study are expected to provide fundamental knowledge for developing product strategy of logo products.

본 연구는 스프레이 국화의 기내 대량 증식을 위한 적정 배지를 선발하고, 발근시 절편체의 부위와 순화시기가 조직배양 묘의 품질에 미치는 영향을 조사하기 위해 수행하였다. 먼저 대량증식을 위한 적정 배지를 선발하기 위해 서로 다른 조성의 식물생장조절물질을 첨가한 MS배지에 ‘Field Green’, ‘Green Diamond’, ‘Snow Pangpang’ 등 스프레이 국화 3품 종을 기내배양 하였다. 배양 6주 후의 배양체의 생육을 조사한 결과, MS+NAA 0.1 mg·L-1의 배양체의 초장이 무처리에 비해 1.5~2.0배 더 길었고, 줄기의 두께도 더 두꺼웠다. 그러나 BA 0.1 mg·L-1 이상이 첨가된 모든 배지에서는 캘러스와 다신초가 유도되었고 뿌리가 발생하지 않았으며, 신초와 마디의 길이가 짧아졌다. 따라서, MS+NAA 0.1 mg·L-1 배지가 스프레이 국화의 기내 대량증식 단계에 가장 효율적인 것으로 선발되었다. 두번째로 스프레이 국화 우량묘를 양성하기 위하 여 ‘Field Green’ 품종에서 생장점을 포함하고 있는 줄기의 선단부와 액아를 포함하는 줄기의 중단부를 각각 기내배양 한 후, 배양 2주 후부터 일주일 간격으로 순화하여 순화된 묘의 생육특성을 조사하였다. 그 결과, 선단부 배양체의 뿌리출현일수가 11.2일로 중단부 배양체보다 1.7일 더 빨랐으며, 순화율 과 생장의 균일성도 순화시기에 관계없이 중단부 배양체보다 더 좋았다. 또한 초장, 엽수, 줄기의 굵기, 생체중과 같은 조직 배양묘의 소질과 관련된 특성도 선단부 배양체에서 더 좋게 나타났다. 순화시기에 따른 묘 소질 조사에서는 기내배양 2주 후에 순화한 선단부 배양체의 경우 최종 조사일에 초장이 3.8±0.5 cm로 가장 짧았지만, 줄기의 굵기와 생체중은 1.5±0.2 mm와 1.3±0.3g으로 기내배양 3주와 4주 후에 순화한 묘에 비해 1.5~2.0배 더 두껍고 무거워 품질이 우수하였다. 이러한 결과를 바탕으로 스프레이 국화의 조직배양 우량묘를 양성하기 위해서는 기내 발근시 줄기의 선단부를 절편체로 사용 하고, 기내배양 2주 후에 짧고 굵은 뿌리가 발생하기 시작했을 때 순화하는 것이 적절하다.

This study aims to investigate the effect of the core capability of products in eco-friendly stores on perceived CSR and consumers’ purchasing behavior. It is also to verify the moderating mediation effect of store type (multi-category store vs. single-category store). The results indicate that generally, in eco-friendly stores, consumers perceive the core competency of the products, which increases perceived CSR and purchasing intention. In the single-category store (i.e., fashion only) compared to the multi-category store (i.e., food and fashion), consumers perceive that the core capability and CSR are higher and thus they have higher purchase intention.

The purpose of this study is to examine consumers’ perceived anxiety about the safety of clothing and lifestyle products and the influencing factors by focusing on the physical risk factors in the overall clothing industry. The results showed that anxiety about chemicals and hygiene products has a greater impact than anxiety about clothes and beauty products. We also identified the effect of consumers’ subjective perceptions of their health and demographic characteristics related to anxiety. The results of this study can be used as fundamental data for to effective communicate methods and consumer safety-related policies to reduce consumers’ anxiety related to clothing. It is also ultimately meaningful to help consumers make informed decisions that lead to safe and sustainable consumption.

In the retail environment where online-shopping malls are growing, offline store are find it difficult to survive simply by selling their products. As a result, offline retailers are trying to find unique services that are appealing to their customers. In such a market environment, marketing strategies that stimulate the five senses other than the sight can be an alternative. Therefore, this research is aimed at observing the effect of the senses on emotion and purchase intention in a fashion retail context. A two by two experimental design (existence vs non-existence of scent x existence vs. nonexistence of eating chocolate) between subjects was used. A total of 120 participants were randomly assigned to the four situations, and they were asked to complete the questionnaires about emotion and purchase intention. The survey data were statistically analyzed using SPSS 23.0, and results are as follows. After a two-way ANOVA, we observed a statistically significant effect of the scent service on pleasure and purchase intention the sweet offering service on purchase intention. Moreover, when scents service and sweet offering service were provided at the same time, the highest purchase intention was obtained among other services. In addition, we studied the effects of emotions on purchase intentions, and the pleasant emotions resulting from the services have a positive effect of on purchase intentions.

This study investigates the effect of high-level customization experience delivered via information and communication technology (ICT) on consumers’ patronage behavior toward a brand. The results indicate that customization experience increases purchasing intention for it enhance the level of happiness about the product. The relationship between customization experience and happiness is found to be mediated by autonomy (i.e., feeling of being in charge of one’s own action), competence (i.e., feeling that one effectively utilize one’s skill and abilities) and the pride of authorship (i.e. feeling of pride when creating an artifact of one’s own). Introduction The advancement of ICT (Information and Communication Technology) has led the paradigm shift in managing a producer and consumer relationship in the fashion industry. In particular, it has blurred the boundaries between the role of a producer and the role of a consumer. For example, Adidas, one of the biggest sportswear companies in the world, has built SpeedFactory, which offers a special customization service for their users to build sneakers according to their own design specifications. There it takes only five hours for a customized design put together by its users to be produced in a real pair of sneakers and ready to be delivered to their home (Wiener, 2017). The term, prosumer (i.e., producer and consumer) indicates such people who not only purchase and use a product a company offers but also actively participate in the production process by communicating and reflecting their preference (Toffler, 1980). This phenomenon is particularly evident with millennial consumers who desire customer-centric experiences with which they feel wanted and valued. They are willing to engage with brands through producing consumer-generated contents and suggesting their ideas during the production process (McGee, 2017). Such desire has driven the growth of customization services and the rapid development of technology further enabling companies to provide customization more easily and at lower costs (Mitrea, Werner, & Greif, 2010). Despite its increasing significance, not much attention has been paid to understanding the psychological underpinnings as to how and why customization services may enhance consumer patronage behavior toward a brand. This study fills this void by examining the underlying mechanism of the relation between personalization experiences and purchasing intention. Literature review and research questions Customization Experience and Happiness “Experience” has emerged as an important keyword for marketing professionals in the last couple of decades (Pine & Gillomore, 1999; Schmitt, 1999). Consumers wanted and were willing to pay for unique, personalized events that are not the same as anyone else’s, and those that can surprise and impress them beyond providing mere satisfaction (Pine & Gillomore, 1999). Customized services thus have a great impact on consumer patronage behavior such as purchase intention and brand loyalty. Recently, marketing and psychology research has also observed that customized experiences bring happiness (e.g. Bhattacharjee, & Mogilner, 2014; Guevarra & Howell, 2015). Happiness refers to a cognitive and emotional evaluation of one's own life (Diener, 1984). While, to some extent, happiness can be assessed by external criteria such as socioeconomic level or objective indicators, subjective well-being is argued to be important for individuals to assess their own psychological states (Diener, 1984). In general, studies have found that material goods provide lower level of happiness than life experiences, since consumers tend to evaluate happiness through specific events. However, Guevarra & Howell (2015) illustrated that the dichotomous distinction between material items and life experience is ambiguous at the boundary, and in the middle of continuum from material items to life experiences exists “experiential products,” which give consumers the same level of happiness as life experiences. Offering consumers the ability to reflect their preferences in product designs is a way to tap into this psychology. Customization can be a unique experience in that consumers themselves participate in production processes. It is expected that the experience of designing one’s own good will positively affect consumer's happiness level. What Drives Happiness from Customization Experiences? Self-determination theory of Deci & Ryan (2012) (e.g., Maltby & Day, 2001; Wilson, Rodgers, Fraser, & Murray, 2004) is used as the conceptual framework to identify the underlying psychological mechanisms for this study. In particular, the selfdetermination theory posits that people feel happiness when they are satisfied with such psychological needs as autonomy (i.e., engaging in behaviors that express one’s true identity and feeling of being in charge of one’s own action), competence (i.e., feeling of fulfillment that one effectively utilize one’s skill and abilities), and relatedness (i.e., feelings of closeness to a desired social group) through experience (Deci & Ryan, 2012). Given the focus of this study is the customized service delivered online, the variable of relatedness is less relevant since our study focuses on independently designing a product to a user’s unique preferences. The variable of relatedness is excluded in our research model. Instead, we include the “pride of authorship” (Trentin, Perin, & Forza, 2014), which refers to the feeling of pride generated when creating an artifact of their own and a sense of being the creator of it (Schreier, 2006). Customized services can enhance the sense of accomplishment as an author which is also found to affect happiness (Schreier, 2006). We thus formulated the following hypotheses. Hypothesis 1-3. Perceived customization experience will have a positive influence on autonomy (H1), competence (H2), pride of authorship (H3). Hypothesis 4-6. Autonomy (H4), competence (H5), pride of authorship (H6) will have a positive influence on happiness. Hypothesis 7. Happiness will have a positive influence on purchase intention. Method The data were collected via an online experiment in May 2017 with women in their 20s and 30s residing in South Korea, nationwide. Procedure The target site we used as an experiment stimulus was a shoe retail site (http://www.shoesofprey.com) that offers customization options (e.g., shapes, colors, and heel height). The data were collected for a week with 180 participants in total. After entering a designated computer lab, participants were given a detailed instruction of how to use the customized services of this brand. Experiment assistants provided real-time help to participants for any technical difficulties. We asked respondents to visit an online website of this brand. The participants were asked to explore the site and to design customized shoes to their liking. After spending some time on the site and finish customization, they were asked to answer questions in our questionnaire. Measures/Data Collection and Analysis The measures of our constructs were developed based on previous literature. All items (except for demographic characteristics) were measured using a 7-point Likert scale (1 = “strongly disagree;” 7 = “strongly agree”). About 12 responses were deleted from a total of 180 responses due to incomplete data, thus168 were used for final analysis. The data were statistically analyzed using SPSS 21.0 and AMOS 18.0. Results Underlying Mechanism of the Relation between Personalization Experience and Happiness: Autonomy, Competence, and Pride of Authorship With the pooled data (n=168), the results of the confirmatory factor analysis on the entire measurement model showed that our measurement model had a reasonably good fit (χ2(df=145)=300.546, p=.000; Normed χ2(CMIN/DF)=2.073; GFI=.847; CFI=.924; NFI=.864; TLI=.910; RMSEA=.080). The measurements of reliability yielded Cronbach’s α coefficients above 0.7. The convergent validity and discriminant validity were confirmed between the measurement variables, and the measured values were found to be appropriate. Customization experience had a significant influence on the path of autonomy, competence, and pride of authorship at the .001 level. Specifically, the results showed that the coefficient of the path from “customization experience to autonomy” to be .71***, that from “customization experience to competence” was .81***, and that from “customization experience to pride of authorship” was .68***. We thus accept Hypothesis 1, 2, and 3. These mediation variables were found to have a positive influence on happiness at the .001 level. The coefficient of the path from “autonomy to happiness” was .38***, that from “competence happiness” was .29***, and that from “pride of authorship to happiness” was .25***. We thus accept Hypothesis 4, 5, and 6. It was identified that happiness was positively related to purchase intention with coefficients, 0.49***. Thus, Hypothesis 7 was supported. Discussion and implications Previous research found that offering customization service positively influences purchase intention and willingness-to-pay. This paper extends the current understand as to the effect of customization service experience on consumer patronage intention by identifying underlying psychological mechanism. The customized products allow and demand consumers to engage in the designing process. This distinctive experience generates psychological reactions that are linked to personal happiness. In particular, we find that a heightened sense of autonomy, competence, and the pride of authorship are critical mediators linking the customization experiences to happiness. The results also indicate that feeling of happiness is a significant driver for consumer patronage behavior. Our results imply that millennial consumers want to experience consumer-centric events and to engaging in creating their own contents to feel fulfilled with consumption experiences and that customized services can be a power tool to meet this desire.

As information and communication technologies (ICTs) become more advanced, consumers are able to experience retailing activities such as searching for products and services in online retail shops and for Internet-exclusive branded contents. Specifically, fashion retailers are facing the need to develop more novel experiential design than one another to maximize customers’ experience in Internet websites and secure sustainable competency. Confirming methods of organic integration of experiential and visual features of both online and mobile channels is an important aspect of the study of extended consumers’ interfaces of retail channels. Mehrabian and Russell’s stimulusorganism- response (S-O-R) paradigm and Sugiyama and Andree’s attention, interest, search, action, and share (AISAS) model were used for this research. Specifically, the present study considered the effect of e-commerce website features on consumers’ emotional reactions (pleasure and arousal) and the consequent impact on online consumer behaviors (search, action, and share). Hence, plus the self-reported survey methods, each subject’s psychophysiological indicators (i.e., pleasure and arousal) were measured to obtain more objective and reliable data and to redeem the results of the self-reported survey. Findings revealed the implications of the e-commerce website feature by comprehending the S-O-R paradigm and AISAS model and extending the understanding of the role of variables associated with comprehended frameworks based on psychophysiological data.

This study investigated aesthetic preferences for beauty types in women’s appearance among the East Asian cultures of Korea, China, and Japan through two-mode semantic network analysis with a cross-cultural viewpoint. Based on the results, this study proposed practical implications for appearance management industries and global consumer goods companies.

The Chinese fashion market, which has typically been dominated by luxury brands, is expanding more into mid- to low-end fashion brands including global SPA (Specialty retailer of private label apparel) brands. This change in the Chinese fashion market is due to the growth of the middle class in China. The advance of the Chinese middle class is attributed to the fact that the wages of large city workers is improving due to the development of various industries, particularly IT. Recently, the Chinese government has initiated an anti-corruption movement, which has led to the prohibition of luxury goods consumption, and so the interest of Chinese potential fashion consumers has moved to the mid-to low-end fashion products imported from developed countries. In addition, young Chinese consumers' positive attitude toward online shopping is favorable for foreign mid-to low-end brands. These changes in the tastes of Chinese fashion consumers are favorable for Korean fashion brands in particular for several reasons. First, the Korean fashion industry does not have a history of producing luxury brands, but does produce many good mid- to low-end fashion brands. In addition, Chinese tend to consider Korean fashion and food culture as more developed and preferable due to the success of the Korean wave. Lastly, it is easy for Korean practitioners to offer online shopping and customer service. The emergence of mid- to low-end fashion brands started in Korea in the late 2000s when global SPA brands entered the market. Unlike Korea's soho brands, which are based on the "No-brand" strategy, global SPA brands have actually shaken up the market by offering reasonable prices for Korean domestic brand products that are of similar quality. Since then, consumers’ willingness to pay for clothing has been reduced even further in the Korean market even though the low-growth trend in the economy has stabilized. So, it is very important to analyze and study the consumption tendency for low and mid-priced fashion brands among both Chinese and Korean consumers. The purpose of this study was to investigate how Chinese and Korean consumers perceive the personality of mid- and low-priced fashion brands and how such personality affects brand loyalty, commitment, and perceived quality. Brand personality is a vital area of research since fashion products are a type of consumer good that is consumed by users close to the body and which can express the self and the personality to others. Aaker (1997) developed a brand personality measurement scale consisting of five dimensions which many researchers have used in exploring the brand personality dimension in various industries. In the study of fashion in particular, the dimension of brand personality has been explored and its effects have been analyzed. However, most of the research has focused on luxury or high priced brands. Also, the research has not compared cultures such as China and Korea in this regard. Therefore, this study explored how Chinese and Korean consumers perceive some of the mid- to low-end priced brands originating in Europe and Korea. Also, the research examined how multiple dimensions of brand personality affected perceived quality, commitment, and brand loyalty. This study assumed that perceived quality and commitment may mediate the relationship between brand personality dimensions and loyalty. In order to conduct quantitative research, this study adopted scales from the previous literature to measure the variables used in the research model. A professional online research company conducted the survey, which was designed to be administered only to potential consumers of mid-and low-priced fashion brands who had purchased one or both European and Korean brands which were suggested in the survey. Also, gender (female), residential area (Seoul, Beijing, Shanghai), and age (21-39 years old) were controlled for. In this research, the European origin brand was the global SPA (Zara, H & M, ONLY), and there were eight Korean brands, including “Style Nanda,” which is popular in China (Refer to Table 1). The data collected on the 250 Korean and 250 Chinese participants were analyzed using statistical package SPSS 20.0. The brand personality dimension was explored using factor analysis which applied Varimax rotation based on the principle component method. As a result, even though the items included were found to be somewhat different according to the country and origin of the brand, the brand personality dimensions of the European global brands turned out to be similar and reflected “TRENDY, SINCERITY, AND COMPETENCE.” Also, Chinese consumers’ perception of brand personality in Korean brands was found to be similar to their perception of European brands. However, Korean consumers’ perception of Korean brands, which are of course their own brands, was more diverse reflecting “TRENDY, SINCERITY, COMPETENCE, AND OUTGOING.” This seems to be because Korean consumers may have had more chance to experience Korean brands either online or offline through visiting stores or being exposed to a variety of marketing communications. Thus, because there are more Korean brands than European, Korean consumers may be able to have an accurate perception of the personality of Korean brands. The conceptual model of the current research includes the relationships among multiple dimensions of brand personality in perceived quality, commitment, and loyalty. Also, the mediating effect of quality and commitment between brand personality and loyalty was examined. In order to test the hypotheses, hierarchical multiple regression using SPSS was analyzed and is described in Table 2 in relation to European brands and in Table 3 in relation to Korean brands. As expected, brand personality dimensions that were found to be a significant factor in perceived quality, commitment, and loyalty were likely to vary based on Chinese or Korean perceptions. For Korean consumers’ perception of global brands, while TRENDY was likely to be the most powerful personality dimension forming brand loyalty, its impact on loyalty seemed not to be mediated by quality but rather by commitment. Also, the influences of COMPETENCE on loyalty were mediated by quality and commitment. For Chinese consumers’ perception of global brands, the impacts of SINCERITY as well as TRENDY on loyalty were found to be mediated by quality and commitment. In addition, COMPETENCE seemed to have a rather direct impact on quality, commitment, and loyalty without a mediating effect. For local brands, Korean consumers did not seem to rely on brand personality or commitment when considering brand loyalty. Since the R2 did not improve at all with adding mediating factors such as quality and commitment, there was found to be no mediating effects in the Korean cases for local brands. In particular, while TRENDY directly impacted loyalty, OUTGOING was found to be significant only in its impact on quality. On the other hand, all three dimensions of local brand personality turned out to be significant influencers on loyalty and quality for Chinese consumers. The impact of TRENDY and COMPETENCE on loyalty seems to be mediated by quality and commitment. In this study, we found that mid- to low-end fashion brands seemed to reflect valid brand personality according to the brand’s origin (global vs. local) as well as consumers’ culture (Chinese vs. Korean). Also, the effect of brand personality dimension was different. This study contributes to the study of brand personality and the Chinese fashion market by comparing a conceptual model of the consumption behavior of Chinese and Korean consumers in relation to mid and low-priced fashion brands and brand awareness formation. In particular, the research revealed differences between Chinese and Korean consumers, suggesting different approaches for Korean fashion practitioners who are planning on entering China, which has not only a similar market to that of Korea but also one that is familiar to Korean practitioners.