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Hyo Jung Julie Chang,Seoha Min 한국의류학회 2022 Fashion and Textiles Vol.9 No.1
This study examined how older adults of four diferent ethnic groups evaluate the spatial visualization training using 3D apparel design software. The model tested was derived from the Technology Acceptance Model (TAM) and a Unifed Theory of Acceptance and Use of Technology (UTAUT). A quantitative research design with an online questionnaire using the purposive quota sampling was used. Structure equation modeling and ANOVAs were performed to test the hypotheses with 600 completed data. The result shows signifcant ethnic diferences of the perceptions, attitude, and behavioral intention for our spatial visualization training. Especially, Asian Americans found the training easy to be involved with and were more likely to use it, whereas Caucasian Americans felt the training to be most difcult and were less likely to use it, compared to other ethnic groups. Also, perceived ease of use and the performance expectancy are cardinal in increasing the positive attitude toward the training. This study discovered the signifcant factors infuencing the intention to use the apparel design virtual technology to improve cognitive functioning. The ethical diferences found on the latent variables among four ethnic groups indicate the need of more thoughtful training development by considering the diferent cultural requirements and challenges.
The effects of celebrity‑brand congruence and publicity on consumer attitudes and buying behavior
Jae Han Jay Min,Hyo Jung Julie Chang,Tun-Min (Catherine) Jai,Morgan Ziegler 한국의류학회 2019 Fashion and Textiles Vol.6 No.1
Marketers use celebrity endorsements to make advertisements believable and to enhance consumer recognition of the brand name. However, once a direct link has been formed from a celebrity to a brand, the negative information about the celebrity may reflect on to the endorsed brand. Applying the S-O-R model and the balance theory, the purpose of this study is to investigate the effects of celebrity-brand congruence and publicity on consumers’ attitudes toward the celebrity and brand as well as their buying intention. A survey of a 2 (congruence vs. incongruence) × 2 (positive vs. negative publicity) experimental design was conducted for this study. A total of 120 female Millennial consumers answered the survey and 105 surveys with usable data were collected. The mean age of the participants was 24 years old (SD = 3.28). Results found that the celebrity-brand congruence and publicity play a significant role in consumer behavior related to attitudes toward the celebrity and brand/product, as well as buying intention. Thus, retail marketers need to allocate more investigation into celebrity endorsements that match with brand image that can lead to long-term, positive partnerships.