EFFECTS OF DESIGN INNOVATION ATTRIBUTES ON CUSTOMER VALUE IN DEVELOPING FASHION ITEMS USING 3D PRINTING TECHNOLOGY

Jinghe Han,Eunju Ko 글로벌지식마케팅경영학회 2020 Global Marketing Conference Vol.2020 No.11

THE EFFECTS OF SUSTAINABLE FASHION KNOWLEDGE ON BENEFIT, RISK, CUSTOMER PERCEIVED VALUE AND BEHAVIORAL INTENTION

Jinghe Han,Eunju Ko 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

In contemporary society, the severity of social problems, such as environment pollution, is gradually raising people’s awareness towards sustainability (Gleim, Smith, Andrews, & Cronin, 2013). The fashion industry’s interest in sustainability is growing. However, consumers have neither sufficient knowledge or, nor faith in, sustainable fashion, and often question the reasons to pursue sustainability (Skov, 2009). The success of sustainable fashion depends on effective branding and marketing communications strategies designed to enhance consumers' knowledge, benefit and value perception. Providing consumers with the benefits of new products is an effective way of communicating (Lee & Colarelli O'Connor, 2003). Knowledge is an important variable affecting consumers ' perceived benefits (Haas & Hansen, 2007). Consumers’ values, attitude, and knowledge also affect their environment awareness and actions (Laroche, Bergeron, & Barbaro-Forleo, 2001). According to a previous study, environmental knowledge plays an important role in consumer behavior (Tilikidou, 2006). Consumers perceive various kinds of value according to their knowledge (Haas & Hansen, 2007; Hartmann & Apaolaza-Ib??ez, 2012). Therefore, it is crucial to create awareness of the effect of consumer behaviors on the environment (Cegarra-Navarro, Cordoba-Pachon, & Fernandez de Bobadilla, 2009). Many studies have highlighted the leading factors influencing sustainable behavior (Cervellon & Wernerfelt, 2012). However, there a dearth of research on how sustainable knowledge influences perceived benefit, perceived value and behavior Thus, the purpose of the present research is as follows: (1) to identify the effects of sustainable fashion knowledge on perceived benefit and perceived risk, (2) to investigate how perceived benefit and perceived risk influence perceived value, and (3) to investigate perceived value’s influence on purchase intention and knowledge sharing intention. Sustainable fashion education, nationality, and uncertainty avoidance, will have a moderating effects on relationships among sustainable fashion knowledge, perceived benefit, perceived risk, perceived value, purchase intention, and knowledge sharing intention. Four hundred fifty samples were collected to measure sustainable fashion knowledge, perceived benefit, perceived risk, perceived value, purchase intention, knowledge sharing intention, uncertainty avoidance, and demographic variables. Data analysis was performed using SPSS 18.0 for descriptive statistics and exploratory factor analysis, and AMOS 18.0 for confirmatory factor analysis (CFA), validity test and multiple group analysis on the results. A measurement model was then estimated by examining the results of the CFA. The main results of this research are as follows: (1) sustainable fashion knowledge has a positive influence on perceived benefit and perceived risk, (2) perceived benefit and perceived risk have a positive influence on perceived value, (3) perceived value has a positive influence on purchase intention and knowledge sharing intention, and (4) there was a difference in the relationship between variables according to the consumer groups (education, nationality, uncertainty avoidance tendency). This study is meaningful for taking an in-depth look at the influence of customers’ perceived value, based on their level of sustainable knowledge, on consumer behavior and on knowledge sharing related to sustainable fashion. In terms of practical applications, this study can provide in-depth and empirically-supported online education and a brand marketing strategies regarding an actual sustainable fashion brand.

CONFIGURATION EFFECTS AFFECTING THE PURCHASE OF VIRTUAL FASHION PRODUCTS IN THE METAUNIVERSE

Jinghe Han,Eunju Ko,Shichen Hu 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07

With the rapid development and progress of modern social economy and science and technology, a new concept has emerged in the public's vision: the digital creative industry, which is a type of industry that combines modern information technology and cultural creative industries into one and integrates them, such as the universe, virtual products, artificial intelligence, VR technology, and so on. Research by ARK INVEST shows that the compound growth rate of the meta universe will reach 17%, increasing from $180 billion currently to $390 billion in 2025. The mature meta universe can satisfy users to complete all social, entertainment, and other attributes similar to the real world.

THE POTENTIAL OF 3D PRINTING TECHNOLOGY IN THE FASHION INDUSTRY

Jinghe Han,Heeju Chae,Eunju Ko 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.10

3D printing technology, also called the third manufacturing revolution, dramatically changes and revolutionizes the original frame, shifting production processes, supply chains, and the global economic order (Yeh, 2014). The World Economic Forum (2013) selected 3D printing as one of '10 promising technologies'. U.S. President Barack Obama, states in the State of the Union address in 2013: "I will bring a revolution of new manufacturing business on the support of technology of 3D printing". Furthermore, G2 (Group of 2: US and China), China expressed their commitment to invest in the 3D printing technology to restructure the manufacturing industry (Garrett, 2014). By considering its immense economic and creative potential, it is important to understand the effects of 3D printing on the fashion industry. Therefore, the main purpose of this study is (1) to examine the application of 3D printing in fashion industry and (2) to analyze the way it changes the fashion industry. In this study, information from various sources was used, such as governmental market reports, academic literature, newspaper articles, and related other materials. Through analyzing the change of the fashion industry, this research found that technical characteristics of 3D printing were more suitable for customized items that produced in small quantity rather than for the mass market. In addition, 3D printing will change the ‘global operating environment’ for policy makers as well as with regards to business and labor conditions. Governments have to consider the possible risks and problems of 3D printing, ranging from design copyright, security concerns about printing of weapons, and other destructive issues This study indicates how 3D printing technology changes the structure of the apparel industry and the preparation of future changes. The findings will help to understand the effects of 3D printing on the fashion industry and provide a guideline to policy makers to develop a governmental policy. These implications will be useful to both the government and apparel companies. Future research of 3D printing should include quantitative research concerning the attitude and acceptance of fashion consumers on 3D printing technology.

THE POTENTIAL OF 3D PRINTING TECHNOLOGY IN THE FASHION INDUSTRY

Jinghe Han,Heeju Chae,Eunju Ko 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

3D printing technology, also called the third manufacturing revolution, dramatically changes and revolutionizes the original frame, shifting production processes, supply chains, and the global economic order (Yeh, 2014). The World Economic Forum (2013) selected 3D printing as one of '10 promising technologies'. U.S. President Barack Obama, states in the State of the Union address in 2013: I will bring a revolution of new manufacturing business on the support of technology of 3D printing. Furthermore, G2 (Group of 2: US and China), China expressed their commitment to invest in the 3D printing technology to restructure the manufacturing industry (Garrett, 2014). By considering its immense economic and creative potential, it is important to understand the effects of 3D printing on the fashion industry. Therefore, the main purpose of this study is (1) to examine the application of 3D printing in fashion industry and (2) to analyze the way it changes the fashion industry. In this study, information from various sources was used, such as governmental market reports, academic literature, newspaper articles, and related other materials. Through analyzing the change of the fashion industry, this research found that technical characteristics of 3D printing were more suitable for customized items that produced in small quantity rather than for the mass market. In addition, 3D printing will change the ‘global operating environment’ for policy makers as well as with regards to business and labor conditions. Governments have to consider the possible risks and problems of 3D printing, ranging from design copyright, security concerns about printing of weapons, and other destructive issues This study indicates how 3D printing technology changes the structure of the apparel industry and the preparation of future changes. The findings will help to understand the effects of 3D printing on the fashion industry and provide a guideline to policy makers to develop a governmental policy. These implications will be useful to both the government and apparel companies. Future research of 3D printing should include quantitative research concerning the attitude and acceptance of fashion consumers on 3D printing technology.

EFFECTS OF VOLUNTARY KNOWLEDGE SHARING OF INNOVATIVE TECHNOLOGY COMMUNITY USERS ON INNOVATIVE BEHAVIORS : FOCUSING ON 3D PRINTING COMMUNITIES

Jinghe Han,Eunju Ko,Hyo Gyeong Kang 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06

With the recent hype concerning three-dimensional (3D) printing technology, affordable 3D printers have been launched, enabling individual machine owners to download or create design files and thus produce artifacts. As a design community, Shapeways—which comprises over 300,000 members and 25,000 online shops—commercializes and promotes good ideas using 3D printing technology (Shapeways, 2015). Through Thingiverse, people can globally upload and share design modeling files without cost and print out items as desired. In general, 3D printing communities provide data without charges and witness gradually increasing data sharing rates. Literature on 3D printing mainly focuses on cases of technology-related patents, policies, and intellectual property rights. Thus, there is a paucity of empirical studies on 3D printing users. To overcome the limitations of previous studies, this study first builds on both social cognitive and social capital theories to elucidate the effects of 3D printing community users’ self-efficacy; altruistic tendency; and perceived structural, cognitive, and relational capital on their voluntary knowledge sharing and innovative behaviors. Second, it aims to verify inter-group differences in innovative behaviors of 3D printing community users while considering either high or low levels of fashion innovativeness and fashion involvement. For this verification, antecedents of knowledge sharing are elicited from previous research followed by an interview and a questionnaire survey with 3D printing community users to substantiate such antecedents. Next, the data collected from the interview and survey is analyzed using SPSS 18.0. The results indicate that first, altruistic tendencies influence knowledge sharing, which is consistent with the social cognitive theory, whereas structural, cognitive, and relational capitals affect knowledge sharing, which parallels social capital theory. Second, knowledge sharing in 3D printing virtual communities exerts significant effects on innovative behaviors. This study establishes the antecedents and consequences of knowledge sharing in 3D printing virtual communities and proposes a model for effective knowledge sharing, which is projected to stimulate the application of 3D printing technology in creating and sharing fashion design content and providing substantive data for market formation.

PERCEIVED RISK AND VALUE INFLUENCE ON SUSTAINABLE FASHION CONSUMPTION

Jinghe Han,Eunju Ko 글로벌지식마케팅경영학회 2019 Global Fashion Management Conference Vol.2019 No.07

CHANGING CONSUMER ATTITUDE TOWARDS SUSTAINABLE FASHION: A BALANCE THEORY APPROACH

Eunju Ko,Jinghe Han,Yuri Seo 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Using a range of interpretive methods, including focus-group interviews, in-depth interviews, and structured field observations, this study investigates how shopping experiences within sustainable fashion stores may cause consumers to change their attitudes towards sustainable fashion. Heider’s balance theory was applied to interpret the results, whereby we constructed the maps of individual consumers’ positive and negative associations of concepts, events, and outcomes within consumers’ purchasing decisions about sustainable fashion products. Our findings suggest that there could often be a gap between the consumer’s perception of sustainable fashion and their actual purchase behavior, which creates an ‘imbalanced’ state. However, positive store experiences may persuade consumers to achieve a balance by purchasing sustainable fashion products. The study provides important and theoretical and practical insights for sustainable fashion marketing

SUSTAINABLE FASHION PRODUCT DEVELOPMENT USING THE PLM APPROACH

Eunju Ko,Jinghe Han,Eunha Chun,Minyoung Lee 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

The ever-evolving fashion industry has brought forth direct and indirect effects on the environmentto the extent that environmental contamination, labor exploitation, and pirated or counterfeit products have emerged as serious social issues. The sustainability-related issues are associated with all stages of the product lifecycle, ranging from the extraction of raw materials to product disposal (Berkhout & Smith, 1999).In lifecycle management (LCM), the triple bottom line (TBL) of sustainability is seen from the perspective of the product lifecycle (Kocmanova & Nemecek, 2009). TBL refers to corporate efforts to keep a balance among financial viability, environmental soundness and social accountability (Elkington, 1997). As sustainable products are defined in the light of lifecycles, research on product lifecycle management (PLM) has drawn much attention (Gmelin & Seuring, 2014).In addition, PLM is known to exert substantial effects on new product development, which warrants the need to view new sustainable products from the perspective of PLM (Cantamessa, Montagna, & Neirotti, 2012). Therefore, the present study intends to apply a conceptual model of PLM-based new sustainable product development to the fashion industry and to take multifaceted approaches to sustainable fashion product development. To that end, case studies of 21 local and global sustainable fashion brands, 1:1 in-depth interviews with 24 experts from sustainable and non-sustainable fashion brands, and participant observation of 5 sustainable fashion brands were conducted as part of this study. The findings illuminate the management issues attributable to the lack of technology and expertise, as well as the quantification issues involving monitoring or normalized data collection, despite the presence of some process-specific sustainable items in sustainable products developed by the fashion brands. Also, the findings will serve as reference data for further discussions and provide some implications for the sustainable fashion product development of fashion brands.

THE INFLUENCE OF DESIGN INNOVATION ATTRIBUTES ON PERCEPTIONS, ATTITUDES, AND PURCHASE INTENTIONS AMONG DESIGNERS AND CONSUMERS

Jaehee Chung,EunjuKo,Jinghe Han 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Design innovation is acquiring greater importance as consumers’ emotional needs grow ever greater and the cycle of technological innovation grows ever faster. Apple in particular led and strengthened this trend, achieving incomparable business success in the technology-driven electronics industry. However, although the importance of design innovation has increased, very little research has been done to explain the influence of design innovation on business success. This study aims to investigate the influence of design innovation attributes on perceptions, attitudes, and purchase intentions among designers and consumers. 408 designers and 464 consumers participated in an online survey that presented as stimuli four different smart watches. Design innovation attributes were evaluated based on the criteria of features, aesthetics, and ergonomics; consumer-perceived values were categorized as emotional, social, and functional. Regarding consumers attitudes, attitude toward product and attitude toward brand were measured separately. Overall results indicate that purchase intention among designers and consumers alike is influenced by their attitude toward product as well as brand. However, in the case of designers, these attitudes are most influenced by emotional value, while consumers are influenced by emotional as well as social values. Moreover, all three innovation attributes - namely, features, aesthetics, and ergonomics - affect designers’ perception of emotional value, but only aesthetics and ergonomics affect consumers’ emotional and social value. The study demonstrates three significant differences in the responses of designers and consumers. First, there is correlation of aesthetics and ergonomics to functional (price) value among designers, but not consumers. Second, there is correlation of functional (quality) value to attitudes toward product and brand for consumers, but much less or none at all for designers. Third, the influence of features on perception of emotional value is more pronounced among designers as compared to consumers. In conclusion, aesthetics and ergonomics are important design innovation attributes for consumers as well as designers, but the latter also attach significance to features. While perception of emotional as well as social value is important to consumers, designers consider only emotional value. It is anticipated that the relative importance of design innovation attributes will vary according to product categories and price ranges; therefore, further comparative studies will be meaningful in investigation of design innovation.