The study investigated the influence of website features on the purchase intention of online fashion among Generation Z consumers in South Africa. This topic has received increasing attention against the backdrop of the rapidly growing ‘Digital Generation’, or ‘Millennial consumers’, who are one of the most tech-savvy generations. Despite the benefits that online shopping offers to both the business and the consumer, the act of buying clothes online has presented some challenges to customers. This study therefore aims to gather further insight in an attempt to provide fashion businesses with guidance to better succeed in encouraging customers to shop online. This study selected two visual elements (website aesthetics and product presentation) and two functional website features (website navigation, and security and privacy) and social norms, the test the effect they have on perceived ease of use, attitude and intention to purchase clothing online. The proposed conceptual model tested seven hypotheses of which four were supported. By means of an empirical study, 166 online surveys were collected from individuals within the Generation Z cohort and the analysis was done using SPSS27 by running multiple regression analysis to test the relationships between the variables. The results from this study provide global and local fashion brands with valuable insight into the consumption habits of young consumers in an emerging economy, and factors that drive online fashion consumption.

The online shopping market is expanding, with online shopping malls now subdivided into personal computer(PC) and mobile versions. Meanwhile, various efforts to promote online sales are being carried out in a bid to improve performance, and detailed research is required to inform such strategies. The purpose of this study was to classify online shopping mall types into PC fashion malls and mobile fashion malls with the aim of assessing sales promotion satisfaction and investigating the relationship between sales promotion satisfaction and consumers’ behavioral intentions. Data were collected by a survey firm in June 2023, and 248 copies of the data were used for analysis. SPSS 28.0 was used to process the data, and frequency analysis, factor analysis, reliability analysis, and regression analysis were performed. The satisfaction factors for various sales promotions used by PC and mobile fashion shopping malls were empirically subdivided in consideration of consumer perspectives, and potentially effective marketing strategies were presented. Differences were observed in the type of satisfaction with sales promotion between PC fashion shopping malls and mobile fashion shopping malls and in the effect of sales promotion satisfaction on behavioral intention. Based on the study’s findings, effective sales promotion strategies that can increase satisfaction and enhance behavioral intention may be developed and implemented through the use of various and different sales promotion strategies in PC and mobile fashion shopping malls.

China is leading the global fashion market value in 2023 with consumers experiencing an integration of traditional consumption and production approaches to innovative ones triggered by the internet of things (IoT). This high speed ‘inspire and sell’ consumer conversion approach (ibid) is both enabling fashion consumption and introducing alternative approaches to end of life items. This finds Chinese consumers on the top of the global fashion consumption ranks raising even more the importance of sustainable practices. On an industry level, the shortened fashion cycles, the changes in item longevity, the low prices and the fast-moving consumer trends have attributed to an increasing waste generation as consumers discard clothes more frequently. Increasingly, studies alert to the availability of alternative end of life fashion practices, such as, swapping, renting selling etc offering more choices in terms of reducing fashion waste. Yet research related to these efforts seem to have a national or regional perspective and approach and most of the studies are located and focused on western societies.

Offering a good shopping experience on the web is key for fashion luxury brands. However, it is not a field much analyzed by researchers. This research presents a systematic analysis of the usability of the web and its content in more than 60 fashion luxury e-commerce.

The purpose of this study is to suggest effective online pedagogical strategies for a fashion design CAD course to enhance student learning and satisfaction. The study investigated student experience of online learning and compared online learning with a face-to-face learning experience. Student concentration, participation, perceptions of effectiveness of teaching, utilization of learning materials, and satisfaction were analyzed using a 5-point Likert scale. Advantages and disadvantages of online learning as well as advantages of face-to-face learning were also analyzed both quantitatively and qualitatively. Student concentration, participation, and perception of effectiveness of teaching were greater for face-to-face learning with significantly higher concentration on individual practice. Students utilized video recording of synchronous online lectures more actively than PDF lecture notes. The advantages of face-to-face learning were plentiful communication and feedback and easy questioning process as well as high levels of understanding and concentration. Meanwhile, major disadvantages of online learning were the speed of the lecture, lower levels of understanding and concentration, limited peer interaction, and technical problems. Major advantages of online learning were flexibility and convenience, repetitive learning through videos, and instant communication and feedback. Students preferred a blended learning approach for the fashion design CAD course. For effective online learning, it is suggested that instructors frequently question and check student practice through screen share in a private online meeting room and engage activities that are demanding of student interaction. The video recording of synchronous online lectures is also suggested as a supplemental learning material for repetitive learning.

본 연구에서는 온라인 패션시장에서 소호 패션쇼핑몰의 성공적 창업의 성장 과정을 알아보기 위해 현재 성공적으 로 운영되고 있는 4개 소호 패션쇼핑몰을 대상으로 기업가 과정을 창업기회포착, 사업모델, 위기관리 및 사업성과 등 3개 단계로 구분하여 분석하였다. 사례연구의 결과는 다음과 같다. S사는 짧은 경력의 창업자가 패션감각과 기업 가정신으로 전자상거래를 창업한, 가격경쟁력과 디자인력, 다양한 상품구색을 갖춘 캐주얼 쇼핑몰로 데이터 관리/분 석, 유통채널 다각화를 통해 성장한 사례이다. B사는 짧은 경력의 창업자가 SNS 네트워크 역량과 기업가정신으로제조업/전자상거래를 창업한, 아이템 경쟁력과 스타트업 특성을 갖춘 컨템포러리 쇼핑몰로 브랜드 정체성 확립, 시장 확장을 통해 성장한 사례이다. M사와 C사는 보다 긴 경력의 창업자가 브랜드 인지도가 있는 소호 패션쇼핑몰 사례 이다. M사는 풍부한 경력과 디자인 정신의 창업자가 감성적/감각적 패션디자이너 브랜드를 창업하여 기업 지평을 넓히는 다양한 활동을 통해 성장하였고, C사는 디자인 역량과 기업가정신의 창업자가 감성 표현에 집중한 럭셔리 패션브랜드를 창업하여 적극적인 고객관리를 통한 브랜드인지도 및 매출 확보 등을 통해 성장한 사례이다. 본 연구 결과는 소호쇼핑몰 예비창업자나 창업과정의 교육 및 연구에서 기초자료로 활용될 수 있다.

With the consolidation of online shopping, there is a need to gain insight into consumer decision-making within the digital sphere. The purpose of this study was to investigate factors that influence online shopping intention of fashion products, among female Millennials. By means of a proposed conceptual model, seven hypotheses were tested and data was collected from three hundred young females in South Africa. The data analysis was conducted using SEM in SPSS 23 and AMOS 23, and the results indicated that four of the seven hypotheses were supported. The results from this study provide online fashion retailers with insight into how they can utilise online shopping platforms to reap the financial results from this concept.

This study analyzed the expression of hanbok in online fashion styling games, and examined the main themes of and user reactions to hanbok fashion styling games through semantic network analysis and sentiment analysis. KrKwic, Textom, and NodeXL were used for data collection and analysis. The findings of the study are as follows: First, depending on the designer’s expressive method, hanbok fashion styling games provide typical traditional hanbok, modern hanbok, and dress-like fusion hanbok, demonstrating contents with various themes for different sexes, classes, and situations. Second, as a result of analyzing the themes of hanbok-related styling game contents, it turned out that the main themes are tradition, color, historical drama, fusion hanbok, holiday, and love. Most of them produce modernized hanbok that reflect the situation and utility rather than strictly traditional ones. Third, as a result of analyzing user reviews of hanbok styling game contents, positive factors mostly turned out to be the satisfaction of the hanbok contents, with the users also showing positive intent to wear hanbok. Through this, it was found out that hanboks portrayed in game contents could potentially cause the user’s positive intent to wear hanbok. Negative factors turned out to be the discordance between the intrinsic image of hanbok and the game character’s image.

최근 패션 e 커머스 시장이 팽창됨에 따라, 온라인쇼핑몰시장이 급격히 증가하고 있으며 경쟁이 치열한 상황이다. 많은 유통업자들은 온라인 쇼핑몰에 뛰어들어 물류서비스 품질에 대한 노력을 기울이고 있다. 본 연구는 패션온라인 쇼핑몰에 대하여 고객만족도와 재구매율에 영향을 주는 물류서비스 품질이 무엇인지, 또 성별에 따라서 차이가 있는 지 조사하였다. 200명의 온라인 쇼핑몰 이용자를 대상을 표집하였으며 SPSS25 패키지를 이용, 분산분석, 요인분석, t-test, 상관분석 등 통계 분석하였다. 그 결과, 반품이유에 따라서 성별에 따른 차이를 나타내었는데, 품질에 차이를 보이거나 다른 제품이 배달되어도 남성은 여성보다 반품을 덜 하고 있었다. 또 패션온라인 쇼핑몰에서도 반품물류서 비스는 일반적인 물류서비스 요소와 동일하게 정보성, 신뢰성, 신속성 등 3가지로 나눌 수 있었으며, 이에 대한 평가 와 고객만족은 정적인 상관관계를 나타내었으며, 이는 재구매 의도에도 유의한 영향을 미치는 것으로 나타났다. 셀 렉 쇼핑몰이 반품이유, 재구매 의도와 만족도가 높은 반면에 전문쇼핑몰이나 일반 쇼핑몰은 비교적 낮은 것으로 나타났다. 반품물류 유통은 물류서비스의 품질과 구성요소 뿐만 아니라

The purpose of this study was to create a theoretical structure for the concept of purchasing risks by identifying the structure of purchasing risks that lead to obstacles in the purchasing decisions of consumers in fashion consumption via online channels. This was a secondary research using books, articles, prior researches, and academic journals on the five topics of “characteristics of fashion consumption,” “the concept of purchasing risks,” “purchasing risks by product types,” “purchasing risks by channel types,” and “purchasing risks of fashion consumption on online shopping channels.” According to the arguments of prior researches, the study divided the purchasing risks of fashion consumption through online shopping into four categories : (1) fundamental purchasing risks including financial risk and time loss risk pertaining to any product or channel, (2) online channel purchase risks, which include risks in payment, Information leaks, and delivery and return/exchange risk, (3) fashion product risk related to product quality or experience of other people, which includes social risks and risks associated with quality, and (4) the online channel×fashion product risks, which include the aesthetic and psychological hazards especially amplified in online channels. The four risk factors were then described with a concept map to systemize the multidimensional and stereoscopic psychological structure of purchasing risks. Of the four risk factors, consumers placed the most emphasis on the online channel×fashion product risks, hence, reducing this risk factor is of utmost priority for marketing of online shopping channels.