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 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.

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.

본 연구의 목적은 소비자의 속성인 성별과 전공에 따라 패션 인플루언서의 특성과 팔로우 및 관계유지 사이의 관계성을 살펴보고 소비자의 성별에 따라 패션 인플루언서를 팔로우함에 있어 동성편중을 분석하는 것이다. 패션 인플루언서의 특성은 전문성, 호감성, 유사성, 친밀성으로 구분하였으며 특성이 지속적인 관계유지에 유의미한 영향 을 미치는지 분석하였다. 연구방법은 SNS를 활발히 사용하는 20대 남녀를 대상으로 설문지 조사를 실시하였다. SPSS 통계를 사용하여 기술통계, 요인 분석, 신뢰도 분석, 카이제곱 분석, t-test, 회귀분석을 조사하였다. 연구 결과 는 다음과 같았다. 첫째, 남성은 인플루언서의 성별에 영향을 받지 않았으나 여성은 여성 인플루언서를 유의미하게 팔로우 하는 것으로 나타났다. 둘째, 지속적인 관계를 유지하는데 성별과 전공에 관계없이 공통적으로 전문성과 호 감성이 유의미한 영향을 미쳤으나, 여성과 패션 비전공자는 친밀성 또한 중시하는 것으로 나타났다. 이러한 결과는 지속적인 관계유지를 위해 전문적인 지식 전달과 함께 소비자에게 호감을 줄 수 있도록 노력해야 함을 시사한다.