與名人一致性對名人代言品牌的購買意圖的影響: 象征性消費和面子的調節作用

( Seong Yeon Park ),( Young Yang ) 한국마케팅과학회 2010 Journal of Global Fashion Marketing Vol.1 No.4

As media is becoming more influential in the era of new media, the impact and the power of celebrities of stage and screen have become greater than ever. Gradually, consumers tend to make their purchase decisions based on the symbolic and imagery aspects rather than substantial use of a product. Thus, popularity, affinity, and image of celebrities have a great impact on consumers so that wide range of consumers can be effectively led to mass purchase (The Korea Economic Daily, 2006). Accordingly, media is fully utilized not only as a direct commercial medium, but also as a vehicle for the spread of fashion trend via celebrities. Thus, a ``star marketing`` strategy is fully activated and many celebrities not only promote brand awareness, but also stimulate consumer desires with sponsorship brands. In addition, face-saving Korean culture encourages the growth of public interests towards celebrity sponsorship brands. However, researches that examined the social and psychological factors of conforming and imitating behavior of celebrity products are limited. This research considered celebrity conformity as a variable that explains consumer imitating behavior in the luxury-fashion industry and examined whether consumer`s celebrity conformity level affects the purchase intention of celebrity sponsorship brand. Furthermore, this research also attempted to analyze the moderating effects of symbolic consumption and face-saving, which are regarded as influential consumer characteristics in luxury-fashion product consumption behavior. The test results showed that celebrity conformity had a positive effect on the purchase intention of celebrity sponsorship brand, thus, hypothesis 1 was supported. In addition, this research further analyzed the impact of the three sub-dimensions of celebrity conformity on the purchase intention of celebrity sponsorship brand. The results demonstrated that self-conformity and style-conformity positively (+) influenced the purchase intention of celebrity sponsorship brand. However, interest- conformity did not have any significant effect. This research also examined the difference between teen agers and adults. Both groups showed positive impact of conformity on purchase intentions. However, there was a difference in the effects of the three sub-dimensions of conformity. First, in teenagers` responses, only interest-conformity did not have an effect on the purchase intention of celebrity sponsorship brands but self and style-conformity had a significant influence on the purchase intention (p<0.01). On the other hand, for adult respondents, both interest and self-conformity did not have an impact on the purchase intention and only style-conformity had a significant influence (p<0.01). In case of moderating effect, there was no significant interaction between celebrity conformity and symbolic consumption, thereby hypothesis 2 was rejected. This result indicates that the effect of the celebrity conformity on the purchase behavior is not influenced by symbolic consumption. However, symbolic consumption showed a significant effect on purchase intention of celebrity sponsorship brand. This indicates that even though symbolic consumption does not interact with celebrity conformity, symbolic consumption increases purchase of celebrity sponsorship brand. On the other hand, there was a significant interaction between celebrity conformity and face-saving, thus hypothesis 3 was supported. Face-saving also had a significant impact on purchase intention of sponsorship brand. The interaction of celebrity conformity and face-saving demonstrated a negative direction, which may have an interesting indication. Short interviews in the pretest showed that many of the respondents like celebrities and have experience in imitating what they did and wore. However, they feel a strong sense of embarrassment and resistance once their conforming behaviors are recognized by others. This indicates that people may have another dimension of face-saving (conscious of others/social surroundings) that is not wanting to be known as a ``celebrity imitator`` by purchasing celebrity sponsorship brands. An additional analysis was conducted to examine the differences between the teenager and adult respondents. It was found that the relationship between celebrity conformity and symbolic consumption did not show a significant interaction in both groups. However, in case of adults, while interaction between celebrity conformity and symbolic consumption was not significant, there was a significant main effect of symbolic consumption on the purchase intention of celebrity sponsorship brand. This shows a stronger tendency of adults to display their ability, status, and taste by celebrity sponsorship brands. This research has the following theoretical contributions. First, the present research identified sub-dimensions of celebrity conformity, which was thought to be a single behavioral construct in the previous researches. In addition, even though most of preexisting studies explained the influence of celebrities on individual consumption behavior with mere celebrity endorsement concept, this research expanded the scope of academic inquiry by introducing the concept of celebrity conformity. Furthermore, the findings of the present research particularly have many practical implications for the luxury and fashion/ luxury brands. TV commercials are not the primary source for the marketing of fashion industry, and therefore, using celebrities as a marketing tool will be beneficial in terms of fit and visibility since a well-chosen celebrity may enhance brand awareness, may promote brand status and may effectively reinforce as well as create an image for a product/brand. Moreover, such indirect advertisements and promotions can be more powerful than direct and hard sell advertising for the luxury and fashion/luxury brands. The limitations of the present research are as follows: First, the age of the sample was not evenly distributed. Therefore, the future research should include a sample of wider age distribution. Second, this research examined the moderating roles of symbolic consumption and face-saving under the assumption of no interaction between them. However, the future research needs to explore the relationship between them. Third, the generalizability of this study is limited because it used a sample of single country. The future research may include and compare samples from diverse countries.

감사인 일치화와 전기오류수정보고

신혜정,한종수 한국회계정책학회 2015 회계와 정책연구 Vol.20 No.2

Since the adoption of K-IFRS in 2011 and New ISA in 2013, principal auditors have taken full responsibility for consolidated financial statements. Accordingly, principal auditors have asked auditor conformity between parent company and its subsidiaries. They insist that auditor conformity improves audit quality. However, prior studies on the relationship between auditor conformity and audit quality provide conflicting and contradictory results. Therefore, it is still an important research question whether auditor conformity improves audit quality or not. This paper examines the effect of auditor conformity on audit quality measured by prior error corrections. Using 4,123 firm-year observations over 2005-2010 period, this paper empirically tests if the subsidiaries audited by the same auditors with their parent company (subsidiaries with auditor conformity) are likely to report more or less prior error corrections than the subsidiaries audited by auditors different from their parent company (subsidiaries without auditor conformity) in the first year and the last year of audit period. This paper finds that, in the first year of auditor conformity the subsidiaries are more likely to report prior error corrections and greater amount of prior error corrections than the subsidiaries without auditor conformity. In the last year of auditor conformity, however, the subsidiaries are less likely to report prior error corrections and smaller amount of prior error corrections. These results imply that auditor conformity enhances audit quality, which is consistent with prior studies such as Roh and Bae (2013) and Shin and Han (2014). This paper extends prior studies on the relationship between auditor conformity and audit quality by using prior error corrections as a measure of audit quality rather than discretionary accruals. The use of this measure improves the credibility of this paper’s findings because prior error corrections include less measurement errors than discretionary accruals. In addition, by testing audit quality of subsidiaries financial statements instead of parent company’s financial statement, this study provides more direct effect of auditor conformity on audit quality. 한국채택국제회계기준(K-IFRS)과 신국제감사기준(New ISA)의 도입으로 연결재무제표의 중요성이 커지고 연결재무제표를 감사하는 감사인의 책임이 강조되었다. 이에 따라 감사인 일치화에 대한 요구가 증가함과 동시에 감사인 일치화가 감사품질을 향상시키는지에 대한 관심이높아지고 있다. 본 연구는 감사인 일치화가 감사품질에 미치는 영향을 전기오류수정을 통해 분석하였다. 전기오류수정 유인의 정도가 감사 시점에 따라 달라질 수 있음에 착안하여 첫 감사 기간과 마지막감사 기간의 전기오류수정의 보고경향과 전기오류수정 보고금액이 감사인 일치화에 따라 차이가 있는지를 분석하였다. 첫 감사 기간에 보고되는 전기오류수정은 이전 감사인의 감사기간에발생한 오류를 수정하는 것인 반면, 마지막 감사 기간에 보고되는 전기오류수정은 현재 감사인의 감사 기간 동안 발생한 오류를 수정하는 것이다. 따라서 감사인 일치화가 감사인의 전문성을향상시키고, 감사인의 독립성을 제고하여 감사품질이 향상된다면, 감사인이 일치되지 않은 경우에 비하여, 감사인이 일치화된 첫 감사 기간의 전기오류수정 보고 경향 및 금액은 높을 것이고, 반대로 마지막 감사 기간의 전기오류수정 보고 경향 및 금액은 더 낮을 것으로 예상된다. 분석 결과는 예상과 같이 감사인이 일치했을 때 종속기업의 감사품질이 더 높은 것으로 나타났다. 즉, 첫 감사 기간에는 감사인이 일치하는 경우에 전기오류수정 경향이 더 높았다. 반면마지막 감사 기간에는 감사인이 일치하지 않는 경우에 전기오류수정 경향이 높게 나타나 감사인 일치화 마지막 기간의 전기오류수정 경향이 상대적으로 낮았다. 전기오류수정보고 금액에대한 분석에서도 첫 감사 기간에는 감사인이 일치했을 때 오류수정 금액이 더 컸으나, 마지막감사 기간에는 감사인이 일치하지 않았을 때 오류수정 금액이 크게 나타나 감사인 일치화 마지막 기간의 전기오류수정 금액이 상대적으로 작다고 해석할 수 있다. 이러한 결과는 감사인 일치화 첫 감사 기간의 전기오류수정보고 경향과 보고 금액이 더 크고 감사인 일치화 마지막 감사기간의 전기오류수정 보고 경향과 보고 금액이 더 작을 것이라는 가설을 지지하는 결과이다. 본 연구는 감사인의 일치화와 감사품질의 관계에 대한 일관되지 않은 연구 결과가 제시되고 있는 상황에서 감사품질의 대용치를 재량적 발생액이 아닌 전기오류수정을 통하여 검증함으로써 감사인 일치화의 효과에 대한 추가적인 증거를 제시하였다는 점에서 의의가 있다. 또한 지배기업이 아닌 종속기업 재무제표의 감사품질을 대상으로 분석하여 감사인 일치화의 효과를 보다 직접적으로 검증하였다. 지배기업의 재무제표는 감사인이 일치한 종속기업과 그렇지 않은 종속기업을 모두 포함하고 있어 감사인 일치화의 효과를 구분하는데 한계가 있기 때문이다.

국제물품매매에서 물품의 계약적합성에 관한 연구

오현석(Hyon Sok OH) 한국무역상무학회 2015 貿易商務硏究 Vol.66 No.-

The purpose of this paper is to provide a legal implication about conformity of goods in the international commercial transactions. There are so many legal relationship after the formation of contract. The most of important thing among the obligations of seller is to provide conformal goods which are of quantity, quality and description required by the contract and which are contained or packaged in the manner required by the contract. If seller violate above duties, seller take the warranty liability. However, CISG describe the conformity of the goods instead of the warranty as follows. First, CISG Art.35(1) states standards for determining whether goods delivered by the seller conform to the contract and Art.35(2) describes standards relating to the goods' quality, function and packaging that, while not mandatory, are presumed to be a part of sales contracts. Article 35(2) is comprised of four subparts. Two of the subparts (article 35(2) (a) and article 35(2)(d)) apply to all contracts unless the parties have agreed otherwise. Second, CISGArt.36 and 38 deals with the time at which a lack of conformity in the goods must have arisen in order for the seller to be liable for it. If seller lack of conformity becomes apparent only after that time, seller is liable for a lack of conformity existing when risk passed to the buyer. Third, CISG Art.49 describe that a buyer who claims that delivered goods do not conform to the contract has an obligation to give the seller notice of the lack of conformity. The most of important things about CISG articles and precedents is that buyer is aware of the lack of conformity and notice it to seller. Failure to satisfy the notice requirements of article 39 eliminates a buyer's defence, based on a lack of conformity in delivered goods, to a seller's claim for payment of the price. Consequently, parties of contract had better agree to the notifying times about lack of conformity. Also, If seller fined the non-conformity, seller has to notify this circumstance to the buyer within short period or agreed time.

국제물품매매계약상 물품적합성에 관한 고찰

윤광운(Kwang woon Yun) 한국국제상학회 2014 國際商學 Vol.29 No.4

본 논문은 CISG 제35조의 물품적합성의 기준과 시기에 관한 요건과 매도인의 면책을 중심으로 CISG 및 각국 국내법의 제규정과 관련사례를 검토하였다. 먼저 물품적합성(conformity of the goods)의 개념에서 CISG 제35조와 각국 국내법상에 차이점이 없지 않으며, 특히 UCC상의 보증(warranty) 개념과 우리 민법(Korean Civil Law)상의 규정과의 상이한 부분도 있다. 또한 CISG 제35조 2항의 물품적합성의 기준에 대해 만약 매도인이 그 물품적합의무를 위반한 경우 매수인은 그 부적합(lack of conformity)에 대해 CISG 제45조 1항 이하의 구제수단을 사용할 수 있지만, CISG 제35조 3항의 매수인이 그 부적합을 계약체결시에 "알았거나 알지 못했을 리 없었을(knew or caught not have been unaware)" 경우나 또는 제39조 1항의 부적합 사실을 매도인에게 통지하지 아니한 경우에는 매도인에 대하여 부적합을 활용하지 못한다. 거래실무상 부적합(lack of conformity)에 따른 매도인의 면책과 관련하여 당사자 간의 명시의 특약으로서 불가항력조항(force majeure clause)의 활용시 가능한 한 명확히 그리고 많은 면책사유를 열거하는 것이 실무상 중요하다. 특히 부적합에 대한 매도인이 면책을 원용하고자 하는 경우 그 부적합을 매수인이 입증하는 것이 필요하다. 결론적으로, 국제매매거래에서 당사자의 기본적 의무로 다루어지는 매도인의 물품적합의 무의 중요성을 고려한다면 물품부적합에 관한 상기에서의 쟁점사항에 관해 무역업계에서 유의할 필요가 있다. Purpose : This paper is to review the legal differences between the regulations of CISG, focusing on the Articles 35, and domestic laws of several countries regarding the important issues in the contract for international sale of goods, the requirement for the standard; the time of conformity of goods; and seller's exemption from liability, to provide the solid academic background for the international commercial transactions. Research design, data, methodology : Research methodology taken in this paper are the literature and comparative legal research. Results : It is found that there are significant differences between the Articles 35 of CISG and domestic laws of several countries in terms of the concept of conformity of the goods. A disagreement on the concept of 'warranty' in between UCC and Korean Civil Law is considerable. In addition, CISG provides notable rules relating to the conformity issue. In the case that sellers are in breach of their obligation for conformity of the goods as stated in Article 35(2) of CISG, buyers can utilize remedies under Article 45(1) of CISG for the lack of conformity. However, when the buyers in Article 35(3) of CISG "knew or caught not have been unaware" of the lack of conformity at the moment of a contract completion, or when they did not give notice of the sellers of the lack of conformity, the lack of conformity to the sellers is not allowed to be invoked. Conclusions : Considering the importance of seller's obligation for conformity of the goods as a basic duty in the international sale of goods, it is necessary to pay attention to the above issues about non-conformity of the goods in practice.

유럽민사법의 공통기준안(DCFR) 매매법에서의 「물품 부적합성에 대한 계약당사자의 인식」

박영복 한국외국어대학교 법학연구소 2017 외법논집 Vol.41 No.4

The Draft Common Frame of Reference (DCFR) containing principles, definitions and model rules of European private law is the result of more than 25 years of academic research. This paper looks into several aspects of Book IV.A of the Draft Common Frame of Reference and, in particular with regard to buyer’s remedies for lack of conformity. Where appropriate, these provisions are compared with the corresponding provisions of the United Nations Convention on Contract for the International Sale of Goods(CISG) and the national Sales Law in the EU Member States(England, Germany, France, Netherlands, Sweden etc.). First, the paper addresses Art. Ⅳ.A.–2:307 on the Buyer’s knowledge of lack of conformity(Part Ⅱ.). This Article makes it clear that the buyer can not rely on any lack of conformity of which the buyer knew or should have known when concluding the contract. Subsequently, Art. Ⅳ.A.–4:301 on the Examination of the goods are dealt with(Part Ⅲ.). However, the obligation to deliver goods that are in conformity with the contract deserves so much attention that it is addressed separately. Then, attention is paid to the buyer’s duty to notify a lack of conformity, regulated in Articles III-3:107 and Ⅳ.A.-4:302∼Ⅳ.A.-4:304 DCFR(Part Ⅳ.). Furthermore, Art. Ⅳ.A.–4:304 on the Seller’s knowledge of lack of conformity are discussed(Part Ⅴ.). The seller is not entitled to rely on the provisions on the requirements of Examination of the goods and notification, which restrict liability for lack of conformity, if the seller knew or should have known of the lack of conformity and did not inform the buyer. Although the focus is on the buyer’s remedies for non-conformity, the paper also discusses the consequences of a complete failure by the seller to perform. Where necessary, moreover, attention is paid to the general remedies for non-performance the buyer may invoke. The paper concludes with a brief summary of the main findings and pointing out the problems of korean civil law found in comparative legal perspective as the final remarks(Part Ⅵ.). 당사자(매도인과 매수인)가 물품의 부적합에 대한 인식은 그에 대한 책임의 성립 차원에서 또 그로인한 권리행사의 차원에서 논해질 수 있다. 즉 비교법적으로 볼 때, 매도인과 매수인의 물품의 부적합에 대한 인식(악의)은 성립 차원에서 규율되고 논해지는 것이 일반적 모습이라 할 수 있다. 그리고 행사 차원에서는 어떻게 또는 언제 발견한 부적합을 어떻게 매도인에게 알려야 하는가의 검사 및 통지라는 제도를 통해, 또는 권리를 행사할 수 있는 기간의 제한을 통해 규율되기도 한다. 본고는 유럽민사법 공통기준안(Principles, Definitions and Model Rules of European Private Law. Draft Common Frame of Reference. DCFR)에서의 매매법 규정 중 매수인과 매도인의 물품부적합성에 대한 인식 및 그 구제수단의 행사 요건인 검사 및 통지를 연구 대상으로 한 것이다. DCFR은, 부적합에 기한 권리를 행사하려면 인도된 물품에 대해 검사를 하여(Ⅳ.A-4:301조) 매수인이 발견한 물품 부적합성을 매도인에게 통지하여 이를 알게 하여야 한다. 통지와 관련해서는 일반채무불이행 편에 규율하면서(III.-3:107조), 사업자 간 계약에 적용되는 특칙을 두고 있다(Ⅳ.A-4:302 조). Ⅳ.A.–4:303조는 통지의무를 면제하는 내용을 규정하고 있다. 이들 규정은 모두 총칙편의Ⅲ.-3:107조를 기본적으로 전제로 하고 있다. 이어 부적합성에 대한 매도인의 인식에 대한 규정을 두고 있다(Ⅳ.A.–4:304조). 반면 매수인의 부적합에 대한 인식에 대해서는 부적합에 기한 책임의 성립차원에서 규율하고 있다(Ⅳ.A.–2:307조). 본고에서는 먼저 매수인의 부적합에 대한 인식에 대한 DCFR의 태도(Ⅳ.A.–2:307)를 정리하고(본고 Ⅱ), 이어 물품의 검사(Ⅲ) 및 통지(Ⅳ), 그리고 그와 관련된 매도인의 부적합에 대한 인식에 대해정리한다(Ⅴ). 이에 관해 주석서를 중심으로 정리하되, 「국제물품매매계약에 관한 국제연합 협약」

연구논문 : 세법과 회계기준 일치정도의 측정

구자은 ( Ja Eun Koo ) 한국회계학회 2013 회계저널 Vol.22 No.2

본 연구에서는 세법과 회계기준의 일치정도에 대한 국가 간 비교를 제시하였다. IFRS가 본격적으 로 도입되는 현시점에도 세법과 회계기준의 관계를 어떻게 설정할 것인가에 대해서는 통일된 견해를 도출하지 못하였다. 이에 따라 본 연구는 우리나라가 세법과 회계기준의 일치정도에서 차지하는 상대적 위치를 파악하여 향 후 정책적으로 나아갈 방향을 결정하기 위한 출발점을 제시하고자 한다. 세법과 회계기준의 일치정도는 질적 방법과 통계적 방법에 의해서 측정되었으며, 통계적 방법에 의한 결과가 타당한지를 검증하기 위해 선행연구 및 개정세법의 내용과 비교를 시도하였다. 또한 본 연구는 통계적 방법에 의한 선행연구의 측정치를 변형하였는데, 변형된 측정치가 보다 개선된 측정치인가를 판단하기 위하여 본 연구에서 사용된 표본 및 규모 표준화변수로 선행연구의 대상기간에 대한 추가적 분석을 수행하였다. 그 결과 선행연구인 Atwood et al.(2010)의 세법과 회계기준의 일치정도에 대한 측정치를 개선하였다고 판단된다. 연구결과에 따르면 우리나라는 다른 주요국에 비하여 질적 방법이나 통계적 방법에서 모두 일관되게 세법과 회계기준의 일치정도가 상당히 높은 것으로 나타난다. 우리나라의 세법과 회계기준의 일치정도는 지속적으로 낮아지고 있는 추세지만, 아직도 다른 국가에 비하여 높다고 판단된다. 따라서 세법과 회계기준의 관계를 설정하기 위한 정책 결정에 있어서 세법과 회계기준의 일치 정도를 높이는 의사결정은 현재의 극단적인 일치정도를 더욱 강화시키는 것이므로, 일치에 따른 효익보다 비용이 클 가능성이 높기 때문에 정책적 결정에 신중을 기할 필요가 있다. This study addresses the measurement of nation`s book-tax conformity. Although the analysis of measurement of book-tax conformity helps to understand the level of conformity in Korea and is a basic ground for implement of relation between accounting standards and tax law depending on significant accounting environment changes such as the introduction of IFRS, this study field has not covered much by researchers. In order to measure the book-tax conformity, this study used the qualitative and statistical assessment methods. The qualitative assessment is to compare and analyze the items that are likely to occur difference on the book-tax conformity by the main regional setting. As a result, the degree of difference on the book-tax conformity for each item was significant and it showed that the use of qualitative method is limited to determine the degree of book-tax conformity in fragmentary way. Also, the method can be ruined by the researcher`s own perspective. Therefore, the statistical assessment introduced by Atwood et al., (2010) proposed to improve the effectiveness of the measurement. It is important that this study has tried to measure the conformity and analyze the consistence by region at the very first in Korea. Based on the measurement of conformity, it identifies the Korea`s book-tax conformity is relatively high among the main nations. Although the Korea`s book-tax conformity grows down, it is still high. So, the decision to maintain high conformity with accounting standards and tax law requires discretion. That is what the cost is bigger than the benefit.

중국 청소년 소비자의 패션 동조성에 따른 스포츠 아웃도어 웨어 마켓 세분화에 관한 연구

최미영 한국패션디자인학회 2016 한국패션디자인학회지 Vol.16 No.3

본 연구는 중국 청소년들의 패션동조성을 알아보고 이를 기준으로 세분집단별 패션성향과 패션소비행동의 비교와 함께 스포츠 아웃도어 웨어의 디자인 요소를 추출하고 이에 대한 중요도를 평가하는 것을 목적으로 한다. 자료 수집은 설문지를 통해 중국 상해 중·고등학교에 재학 중인 여학생을 대상으로 진행되었다. 결과분석을 위해 SPSS win 21.0 프로그램을 사용하였으며 실증적 연구결과는 다음과 같다. 첫째, 패션동조성에대한 하위구성차원은 준거집단으로부터 최신스타일과 유행정보를 받아들이는 ‘최신유행 스타일동조’, 소속집단의 의복 기대에 순응하는 ‘규범적 의복동조’, 준거집단의 의복스타일을 모방하려는 ‘동일시적의복동조’의 3개 요인이 추출되었다. 동조성에 대한 하위구성차원을 기준으로 군집분석을 실시한 결과 ‘복합적 고동조집단’, ‘스타일 동조집단’, ‘소극적 중립집단’으로 분류되었다. 둘째, 중국 청소년들은 전체적으로 높은 의복관여 수준을 보이면서 최신유행을 선도함과 동시에 개성을 추구하는 소비자집단으로 규명되었다. 동조 동기와 준거대상에 따른 동조유형은 의복관여와 패션지향성의 각 하위차원에 다른 영향력을 보였다. 셋째, 세분집단별로 볼 때 ‘복합적 고동조집단’은 유명브랜드 및 유행관여와 사회적 관여수준이 상대적으로 높고 유행을 선도함과 동시에 개성을 추구하는 집단이며, ‘스타일 동조집단’은 스타일 관여가 가장높은 집단으로 유행을 선도하지만 개성추구 성향은 오히려 ‘소극적 중립집단’보다도 낮은 것으로 분석되었다. 넷째, 가벼운 액티브 활동이 일상화되어있는 중국 청소년들은 스포츠 아웃도어 웨어 선택 시 감성적디자인 요소로서 유희적 활동성을 충족시킴과 동시에 착장과 활동적합성이 고려된 기능적 디자인 디테일에 대한 요구가 높은 것으로 조사되었다. 다섯째, 세분집단 간 차이를 비교한 결과, ‘소극적 중립집단’은 겉으로 두드러지는 감성적 디자인 요소를, ‘스타일 동조집단’은 기능적 부분이 고려된 디자인 요소를 상대적으로 중요하게 평가하고 있었다. 본 연구를 통해 패션 동조성이 중국 패션시장의 새로운 소비주체인 청소년을 대상으로 하는 스포츠 아웃도어 마켓에 유효한 세분화 기준으로 실효성을 가질 수 있기를 기대한다. This study aims to examine the fashion conformity of Chinese adolescents and compare fashion orientation and fashion consumption behaviors of segmented groups in sports outdoor wear market. Data was collected from female students enrolled in middle and high schools in Shanghai, China. SPSS win 21.0 was used for the analysis of data. The results of this empirical study are as follows. First, fashion conformity was composed of three factors: trendy style conformity, normative clothing conformity and identifying clothing conformity. Cluster analysis for fashion conformity was classified into high complex conformity group, style conformity group and passive neutral group. Second, Chinese adolescents showed high level of fashion involvement, and were identified as the consumer group that seeks both the trendy fashion and individuality. Third, the high complex conformity group showed relatively high fashion brand style involvement and the social symbolic involvement and sought the trendy fashion leadership along with their individuality, while style conformity group showed the highest style involvement that leads the trendy fashion, their tendency to seek individuality was even lower than that of the passive neutral group. Fourth, for Chinese adolescents who daily active sports are habituated, showed a high demand on the playful activity as an emotional design factor in addition to the functional design details for sportive outdoor wear. The high complex conformity group considered both emotional and functional design factors. However, passive neutral group more focused on the emotional design factors, while style conformity group focused on the functional design factors. This study has implications for Korean fashion companies that are considering to enter the China. Fashion conformity is effective criteria for segmentation of sports outdoor wear market that targets the adolescents as the new consumers group in China’s fashion market.

국제물품매매협약(CISG)상 매수인의 검사의무와 물품부적합 통지의무 -국내외 판례와 중재판정을 중심으로-

정홍식 국제거래법학회 2011 國際去來法硏究 Vol.20 No.1

Article 38 of CISG directs a buyer to whom goods have been delivered to examine them or cause them to be examined. Article 38(1) specifies a general rule that the examination must occur “within as short a period as is practicable in the circumstances.” Article 38(2) provides a special rule for cases involving carriage of goods, permitting the examination to be deferred until the goods arrive at their destination. Under Article 39 of CISG, a buyer who claims that delivered goods do not conform to the contract has an obligation to give the seller notice of the lack of conformity. The provision is divided into two subsections addressing different time periods for the required notice: Article 39(1) requires that notice of lack of conformity be given within a reasonable time after the buyer has discovered or ought to have discovered the lack of conformity; Article 39(2) specifies that, in any event, the buyer must give the seller notice of the claimed lack of conformity within two years of the date on which the goods were actually handed over to the buyer, unless this time limit is inconsistent with a contractual period of guarantee. Both Articles 39(1) and 39(2) state that failure to give the requisite notice results in the buyer losing the right to rely on the lack of conformity. Article 40 relieves the buyer from the consequences of failing to meet the requirements of above articles 38 and 39. The relief provided by Article 40 is available only if the buyer’s failure to meet its examination and/or notice obligations relates to a lack of conformity that is known to the seller, or of which the seller “could not have been unaware.” In addition, Article 44 softens-although it does not eliminate-the consequences suffered by a buyer that has failed to give the notice called for by Article 39(1). Normally, a buyer that does not comply with these notice provisions loses its remedies against the seller for the alleged lack of conformity or third party claim. Under Article 44, however, if a buyer has “a reasonable excuse” for its failure to give proper notice under Article 39(1), some of the buyer’s remedies are restored: “the buyer may reduce the price in accordance with Article 50 or claim damages, except for loss of profit…” However, other remedies that the buyer would have if it had satisfied the notice requirements are not restored, such as remedies associated with avoidance of contract. This paper closely examines the above articles of 38, 39, 40, and 44 by focusing on relevant domestic and foreign cases and arbitral awards because those articles may oftentimes involve in a typical dispute concerning lack of conformity of the goods delivered. There are so many foreign decisions that have dealt with those articles, although there has been only one domestic case reported in which Article 39 was in issue. It is naturally expected that Korean court will have many more cases where the buyer’s duties to examine the delivered goods and to provide a notice of lack of conformity are in issue. Korean court interpreting CISG should take into account relevant foreign decisions because Article 7(1) imposes a mandate to regard the need to promote uniform application of CISG. This paper is written as an effort to provide many useful information in that regard by introducing many foreign decisions and commenting on the reported domestic decision from a critical perspective.

The Effect of Celebrity Conformity on the Purchase Intention of Celebrity Sponsorship Brand : The Moderating Effects of Symbolic Consumption and Face-Saving

Seong-Yeon Park,Young Yang 한국마케팅과학회 2010 Journal of Global Fashion Marketing Vol.1 No.4

As media is becoming more influential in the era of new media, the impact and the power of celebrities of stage and screen have become greater than ever. Gradually, consumers tend to make their purchase decisions based on the symbolic and imagery aspects rather than substantial use of a product. Thus, popularity, affinity, and image of celebrities have a great impact on consumers so that wide range of consumers can be effectively led to mass purchase (The Korea Economic Daily, 2006). Accordingly, media is fully utilized not only as a direct commercial medium, but also as a vehicle for the spread of fashion trend via celebrities. Thus, a ‘star marketing’ strategy is fully activated and many celebrities not only promote brand awareness, but also stimulate consumer desires with sponsorship brands. In addition, face-saving Korean culture encourages the growth of public interests towards celebrity sponsorship brands. However, researches that examined the social and psychological factors of conforming and imitating behavior of celebrity products are limited. This research considered celebrity conformity as a variable that explains consumer imitating behavior in the luxury-fashion industry and examined whether consumer’s celebrity conformity level affects the purchase intention of celebrity sponsorship brand. Furthermore, this research also attempted to analyze the moderating effects of symbolic consumption and face-saving, which are regarded as influential consumer characteristics in luxury-fashion product consumption behavior. The test results showed that celebrity conformity had a positive effect on the purchase intention of celebrity sponsorship brand, thus, hypothesis 1 was supported. In addition, this research further analyzed the impact of the three sub-dimensions of celebrity conformity on the purchase intention of celebrity sponsorship brand. The results demonstrated that self-conformity and style-conformity positively (+) influenced the purchase intention of celebrity sponsorship brand. However, interest-conformity did not have any significant effect. This research also examined the difference between teen agers and adults. Both groups showed positive impact of conformity on purchase intentions. However, there was a difference in the effects of the three sub-dimensions of conformity. First, in teenagers’responses, only interest-conformity did not have an effect on the purchase intention of celebrity sponsorship brands but self and style-conformity had a significant influence on the purchase intention (p

유행동조성과 혁신성에 따른 소비자 세분화 및 준거대상 연구

이은영,김한나 한국의류학회 2001 한국의류학회지 Vol.25 No.7

When segmenting consumers according to their fashion adoption behavior, it has been assumed that consumers' fashion conformity and innovativeness characteristics are negatively correlated. The purpose of this study was to examine the relationship between conformity and innovativeness and that these two attributes exist independently. The research problems of this study were to segment consumers according to the degrees of conformity and innovativeness, and to identify differences in reference groups and clothing purchasing behavior among the segments. The results of the empirical study showed that the fashion conformity and innovativeness were in different dimensions. Consumers were classified into four groups according to scores of their conformity and innovativeness; High conformity/High innovativeness group(HC/HL), High conformity/Low innovativeness'group (HC/LI), Low conformity/High innovativeness group(LC/HI), and Low conformity/Low innovativeness group(LC/LI). When the groups were compared in their reference groups and purchasing behavior, it was found out that HC groups were more influenced by reference groups than LC groups. When HC/LI and HC/HI groups were compared, HC/LI group was more influenced by their parents and siblings, while HC/HI group was more influenced by upper class and celebrities. Both groups were mostly influenced by friends and desirable passengers on the street. Friends and passengers were most influential to LC groups also, even though they were less influenced than HC groups. In conclusion, the fashion conformity and innovativeness were found to exist in different dimensions consisting dual structure. Thus, retailers and marketers can make their strategies more successfully if they use these two characteristics separately when segmenting consumers.