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Dr. Yunjeong Kim
Chung-Ang Uinversity

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0 Consumer Behavior
0 Fashion
0 Sustainability
0 Retailing
0 Marketing communication

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Journal article
Published: 19 March 2021 in Sustainability
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With the reduction in offline fashion stores, retailers are trying to revitalize offline stores by applying smart retail technologies. This study aimed to determine how factors related to the offline–mobile connected smart retailing experience affected satisfaction through perceived quality and perceived risk. An online survey was conducted on female consumers in their 20s and 30s, and 302 questionnaires were distributed. The analysis, which utilized a structural equation model, confirmed that, from among five smart retailing experience-related factors, perceived advantage, perceived enjoyment, and interactivity affected perceived quality and that perceived advantage and interactivity significantly affected perceived risk. However, perceived control and personalization did not affect perceived quality and perceived risk. Furthermore, perceived quality significantly affected overall satisfaction, offline satisfaction, and mobile satisfaction, while perceived risk did not affect mobile satisfaction. This study confirmed that the perceived advantage and interactivity of smart retailing experiences play an important role in enhancing customer satisfaction.

ACS Style

Yunjeong Kim. Revitalization of Offline Fashion Stores: Exploring Strategies to Improve the Smart Retailing Experience by Applying Mobile Technology. Sustainability 2021, 13, 3434 .

AMA Style

Yunjeong Kim. Revitalization of Offline Fashion Stores: Exploring Strategies to Improve the Smart Retailing Experience by Applying Mobile Technology. Sustainability. 2021; 13 (6):3434.

Chicago/Turabian Style

Yunjeong Kim. 2021. "Revitalization of Offline Fashion Stores: Exploring Strategies to Improve the Smart Retailing Experience by Applying Mobile Technology." Sustainability 13, no. 6: 3434.

Journal article
Published: 19 October 2020 in Sustainability
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Fashion companies are trying to increase the efficiency of their communication with consumers by providing information on sustainable activities or product levels. This study explored the effects of the perceived sustainability level of products offered by sports brands. An online survey was conducted of consumers in their 20s and 30s, and a total of 316 questionnaires were used for the analysis. The structural equation model analysis using AMOS showed that the perceived sustainability level had a positive effect on purchase intention and a negative effect on perceived skepticism. Furthermore, perceived skepticism was confirmed to have a negative effect on purchase intention. By verifying the moderating effect of the perceived brand reputation, it was confirmed that the effect of the perceived sustainability level on purchase intention and the influence of the perceived skepticism on purchase intention differ between high and low brand reputation groups. When the perceived brand reputation is high, the perceived sustainability level has only a direct effect on purchase intention, whereas when the perceived brand reputation is low, only the indirect effect of perceived skepticism appears. This study contributes to the literature and practice by verifying that perceived skepticism plays an important role in the purchasing behavior of sustainable products in fashion.

ACS Style

Yunjeong Kim; Kyung Oh. Effects of Perceived Sustainability Level of Sportswear Product on Purchase Intention: Exploring the Roles of Perceived Skepticism and Perceived Brand Reputation. Sustainability 2020, 12, 8650 .

AMA Style

Yunjeong Kim, Kyung Oh. Effects of Perceived Sustainability Level of Sportswear Product on Purchase Intention: Exploring the Roles of Perceived Skepticism and Perceived Brand Reputation. Sustainability. 2020; 12 (20):8650.

Chicago/Turabian Style

Yunjeong Kim; Kyung Oh. 2020. "Effects of Perceived Sustainability Level of Sportswear Product on Purchase Intention: Exploring the Roles of Perceived Skepticism and Perceived Brand Reputation." Sustainability 12, no. 20: 8650.

Journal article
Published: 25 February 2020 in Sustainability
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Since fast fashion is often considered the opposite of sustainable fashion, this study was conducted to clarify the consumer brand associations with sustainable fashion by analyzing three fast fashion brands. Our research included two studies. First, we conducted in-depth interviews with 20 female consumers in Korea who had purchase experience with the sustainable fashion of three selected brands, H&M, Zara, and Uniqlo, to identify sustainable keyword associations. We then structured the keyword data using network analysis. The keyword associations for the three brands resulted in a network of 60 nodes and 629 links with the term “eco-friendly” as the most meaningful keyword. Second, we surveyed 200 women and quantitatively confirmed the association of “eco-friendly fabric” among the keywords suggestive of “eco-friendly” as the most important factor in building a sustainable fashion brand image. In addition, keywords, such as “marketing” and “campaign”, were ranked in the top ten in H&M and Zara, which may imply the opportunistic use of greenwash. This study contributes to the literature by applying in-depth analysis of consumer associations of fast fashion brands from a sustainability perspective through network analysis. We expect our findings to help fashion companies strategically build a sustainable fashion brand image.

ACS Style

Yunjeong Kim; Kyung Wha Oh. Which Consumer Associations Can Build a Sustainable Fashion Brand Image? Evidence from Fast Fashion Brands. Sustainability 2020, 12, 1703 .

AMA Style

Yunjeong Kim, Kyung Wha Oh. Which Consumer Associations Can Build a Sustainable Fashion Brand Image? Evidence from Fast Fashion Brands. Sustainability. 2020; 12 (5):1703.

Chicago/Turabian Style

Yunjeong Kim; Kyung Wha Oh. 2020. "Which Consumer Associations Can Build a Sustainable Fashion Brand Image? Evidence from Fast Fashion Brands." Sustainability 12, no. 5: 1703.