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RISS 인기검색어
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- 저자 : 한기향 ( Han Ki Hyang ) (검색결과 14 건)
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의상디자인학과 ; 또래문화가 프리틴 세대의 제품구매에 미치는 영향
한기향 ( Ki Hyang Han ),원명심 ( Myung Sim Won ) 건국대학교 조형연구소 2008 조형연구 Vol.16 No.-
The purpose of this study was to examine effect of peers on the purchase of preteen. Preteen is the age group between 11 to 13 who are in the high grades of elementary school and it is called tweens. They boast their intensive consumption potentials based on strong economic power and in some cases, influence the consumption of the parents. They make subjective consumptions as adults, but it is the age between youth and teenager which is a very important time to be in the peer group in developmental psychology. It is the time when they find commonness from similar behavior patterns as peer groups, especially, visible clothes. Recently, as the time to hang out with peers is increased through academic institutions after school, clothes is a good element for them to confirm their commonness with their peers since they don`t wear school uniforms as middle school and high school students. For preteen, the peer group as a conformity group has influence on the motive of purchasing products and the actual stage of purchase. The biggest characteristic of the preteen generation is the strong conformity consumption disposition. Especially, their desire to have the object when a friend has it is very strong. Preteen is good at internet does not find it difficult to find the information they want, share it with friends and desire to find and body the product of their desire. The conformity consumption condition of preteen generation is considered to be a means for relationship with friends and the big mouth influence of the leader is massive which they wish to conform with the friend they think is the leader. It is necessary to understand preteen generation cultures which are the most important time to belong to the peer group, establish marketing strategies in accordance, and educate healthy consumption cultures.
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한기향(Ki Hyang Han),원명심(Myung Sim Won) 한국복식학회 2016 服飾 Vol.66 No.1
The purpose of this study was to examine the fashion brand attitude of t weenagers, with a focus on brand awareness, image, identification and loyalty. The study analysed 541 fifth and sixth-grade students in Seoul elementary schools. Major statistical methods used for this study were Cronbach’s alpha analysis, confirmatory factor analysis, and path analysis with SPSS 19.0 and AMOS 19.0. Brands selected for this study were NIKE and BEANPOLE KIDS. The result of this study was as follows: First, the study showed that both NIKE and BEANPOLE KIDS had 4 significant routes from the research model. Brand awareness had influence on brand image; brand image had influence on brand identification and brand loyalty; and brand identificationhad influence on brand loyalty. Second, using the bootstrapping to verify the significance of the total effect and indirect effect, brand awareness had a significant indirect effect on brand identification and brand loyalty; brand awareness did not have any direct effect on brand identification and brand loyalty for both NIKE and BEANPOLE KIDS. Also, the total effect of brand awareness on brand identification and brand loyalty was significant. The result of this study showed the development potential to the fashion companies targeting tweenagers.
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한기향 ( Hyang Han Ki ),원명심 ( Myung Sim Won ) 한국의류산업학회 2013 한국의류산업학회지 Vol.15 No.1
This study examines the effectiveness of brand awareness, brand image and brand identification on brand loy-alty for the Nike brand. The subjects of this study were 336 elementary school boys. The statistical methods used for this study were factor analysis, Cornbach`s alpha analysis, confirmatory factor analysis and path analysis with SPSS 19.0 and AMOS 19.0. The results of this study were as follows. First, brand awareness had a direct effect on brand image and brand loyalty. Brand awareness also had an indirect effect on brand loyalty. Second, brand image directly or indirectly influenced brand loyalty as well as directly influenced brand identification. Third, brand identification directly influenced brand loyalty. The 5 grade group and 6th grade group had different paths; however, the most powerful path was the same as brand awareness to brand image. The results of this study will help fashion companies understand the importance of new consumer groups in their early teens or elementary school.
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머신러닝을 이용한 골프웨어 이미지 판별분석 정확도에 대한 연구
한기향(Ki Hyang Han),우종필(Jong Pil Yu) 한국상품학회 2022 商品學硏究 Vol.40 No.5
코로나 19 이후 골프웨어 시장이 새로운 호황기를 맞이하고 있다. 그러나, 지금은 그 어느 때보다도 골프웨어 시장의 경쟁이 심각한 상황으로, 소비자들에게 브랜드를 인지시키고 선호도를 증가시켜 매출을 활성화하기 위해서 그 무엇보다도 브랜드 아이덴티티가 중요한 시기라 사료된다. 또한, 4차 산업혁명의 다양한 기술이 패션산업에 이용되는 시점으로, 본 연구는 최근 그 이용이 증가하고 있는 머신러닝을 이용해 이미지 분석을 통한 브랜드의 차별성을 검증하는 것을 연구의 목적으로 하였다. 이에 골프웨어 시장을 주도하고 있는 ‘PXG’, ‘Titleist’, ‘NIKE golf’와 ‘ADIDAS golf’ 등 4개 브랜드의 남녀 상·하를 대상으로 머신러닝의 Neural Network, Logistic regression, Adaboost 세 가지 모델을 사용하여 이미지만으로 브랜드 구별이 가능한지를 측정하였다. 연구 결과, 머신러닝을 이용해 골프웨어 이미지만으로 브랜드 구별이 가능해 브랜드별 판별성과 유사성을 확인할 수 있었으며, 세 개의 모델 중 Neural Network( .97), Logistic Regression( .97)의 판별 정확도가 .97 이상으로 높게 나타났다. 남성 상의는 ‘NIKE golf(95%)’, 남성 하의는 ‘PXG(94%)’의 판별 정확도가 가장 높은 것으로 나타났으며, 여성 상의는 ‘PXG(95%)’, 여성 하의는 ‘NIKE golf(96%)’의 판별 정확도가 가장 높게 나타났다. 본 연구는 최근 패션산업에서 주목받고 있는 머신러닝 방법인 이미지 분석을 통해 브랜드 간 디자인의 차이를 검증하였다는 데 연구의 의의가 있다. 본 연구 결과가 학계의 패션상품 이미지 분석 연구의 초석이 되기를 바라며, 골프웨어 브랜드에서는 상품 차별화를 위한 전략에 다양한 디지털전환의 기술이 활용될 수 있는 기본 자료로 활용되기를 기대한다. Golf wear market is in a new boom after COVID-19. However, competition in the golf wear market is more serious than ever, and brand identity is considered to be more important than anything else to recognize the brand and increase preferences to boost sales. In addition, at the time when various technologies of the Fourth Industrial Revolution are used in the fashion industry, the purpose of this study is to verify the brand's differentiation through image analysis using machine learning, which has recently been increasing in use. This study used three models of machine learning: Neural Network, Logistic regression, and Adaboost to measure the brand distinction only by image for men and women's tops and bottoms of four brands, ‘PXG’, ‘Titleist’, ‘NIKE Golf’ and ‘Adidas Golf’. As a result of the study, it was possible to distinguish brands only with golf wear images using machine learning, confirming the discrimination and similarity of each brand. Among the three models, the discrimination accuracy of Neural Network ( .97) and Logistic Regression ( .97) was higher than .97. The discrimination accuracy of ‘NIKE golf (95%)’ in men's tops and ‘PXG (94%)’ in men's bottoms was the highest, while ‘PXG (95%)’ in women's tops and ‘NIKE golf (96%)’ in women's bottoms was the highest. This study is meaningful in that it verified the difference in design between brands through image analysis, a machine learning method that has recently attracted attention in the fashion industry. It is hoped that the results of this study will be the cornerstone of the academic research.
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반팔 티셔츠의 온라인 리뷰 분석에 관한 융합적 분석 연구
한기향(Han, Ki hyang) 한국전시산업융합연구원 2021 한국과학예술융합학회 Vol.39 No.4
본 연구는 패션 온라인 쇼핑몰에서 반팔 티셔츠를 구매한 소비자의 리뷰를 통해, 반팔 티셔츠 구매 시 소비자가 중요하게 생각하는 요인과 긍·부정의 감정을 분석하고자 시작되었다. 본 연구의 목적은 패션 온라인 쇼핑몰에서 반팔 티셔츠를 구매한 소비자가 남긴 댓글을 분석하여 소비자의 반팔 티셔츠 구매 요인을 확인하고 소비자의 만족과 불만족에 대한 이유를 분석하는 것에 있다. 따라서 본 논문은 Python 3.7 프로그램을 이용하여 패션 온라인 쇼핑몰에 소비자가 작성한 댓글을 2021년 7월 30일을 기준으로 크롤링하였으며, 텍스톰을 이용하여 텍스트마이닝을 실시하였다. 연구 결과 및 내용은 다음과 같다. 첫째, 빈도분석과 TF-IDF, 연결 중심성 결과 ‘입은’, ‘사이즈’의 순서로 나타나, 소비자가 반팔 티셔츠 구매 시 가장 중요하게 생각하는 요인이 ‘사이즈’임을 알 수 있었다. 또한, ‘사이즈’ 이외 평가 요인으로 ‘심미적 요인’, ‘소재의 품질’, ‘세탁’, ‘활용성’인 것을 알 수 있다. 둘째, 감성 분석 결과 긍정의 비율이 부정의 비율보다 높게 나타나 구매한 반팔 티셔츠에 대해 전반적으로 만족하고 있음을 유추할 수 있었다. 긍정의 댓글은 대부분이 ‘심미적 요인’과 연관된 ‘예쁘다’, ‘귀엽다’가 많았으며, 오버핏 ‘사이즈’에 대한 긍정의 댓글도 많았다. 부정의 댓글은 상품 전체에 대한 부정의 의견보다는 상품 일부에 대해 아쉬움을 표현하는 댓글이 많았으며 ‘세탁’에 관한 염려의 글이 많이 나타났다. 이러한 연구 결과가 패션 온라인 쇼핑몰의 운영전략과 패션 브랜드의 상품기획에 도움이 될 수 있는 기초 자료로 사용되기를 바란다. 본 연구는 반팔 티셔츠에 대한 소비자의 의견을 상품이 판매되는 근접한 시점에 빅데이터 분석을 이용해 규명한 융합연구로써 그 의의가 있다. This study was initiated to analyze factors that consumers value when purchasing short-sleeved T-shirts and positive and negative emotions through reviews of consumers who purchased it at fashion online shopping malls. The purpose of this study is to analyze the comments left by consumers who purchased short-sleeved T-shirts from online fashion shopping malls, identify the factors behind consumers’ purchase of short-sleeved T-shirts, and analyze the reasons for consumer satisfaction and dissatisfaction. Therefore, this paper crawled comments written by consumers on online fashion shopping malls using Python 3.7 program as of July 30, 2021, and conducted text mining using Textom. The results and contents of the study are as follows. First, frequency analysis, TF-IDF, and degree centrality results were shown in order of ‘worn’ and ‘size’, which shows that ‘size’ is the most important factor for consumers to purchase short-sleeved T-shirts. In addition, evaluation factors other than ‘size’ are found to be ‘Aesthetic factors’, ‘Quality of Material’, ‘Washing’ and ‘utility’. Second, the sentimental analysis showed that the positive rate was higher than the negative rate, inferring that the overall satisfaction with the short-sleeved T-shirts purchased was high. Most of the positive comments were ‘pretty’ and ‘cute’ related to ‘aesthetic factors’, and there were many positive comments about overfit ‘size’. Negative comments expressed regret over some factors of the products rather than the entire product, and there were many concerns about ‘washing’. It is hoped that these findings will be used as basic materials that can help with the operation strategy of fashion online shopping malls and product planning for fashion brands. This study is meaningful as a convergence study that identifies consumers’ opinions on short-sleeved T-shirts using big data analysis at a time when products are sold.
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