아바타 패션마케팅에 따른 아바타 의복 이미지와 캐주얼 브랜드 이미지 비교 연구 Comparative Study on Avatar's Clothing Image and Casual Brand Image based on Avatar's Fashion Marketing원문보기
Objectives of this study were to investigate about the avatar's fashion products efficiency on casual wear advertisements to study about the effect of avatar's clothing image provided by apparel industry and to investigate about the effort of avatar's fashion product on apparel advertisement for fun...
Objectives of this study were to investigate about the avatar's fashion products efficiency on casual wear advertisements to study about the effect of avatar's clothing image provided by apparel industry and to investigate about the effort of avatar's fashion product on apparel advertisement for fundamental data on the avatar's fashion marketing. Following were the summaries of the results: First, in terms of the correlation between avatar's clothing and casual brand images of nate avatar's fashion marketing, avatar's clothing image of FUBU male, female and maru male, female that is reformative, characteristical, unique and sensitive to latest fashion has positive correlation with FUBU and maru brand images. Therefore, consumers' higher perception on avatar's clothing image that are 'reformative', 'characteristical' and 'unique', indicated higher casual brand image perception, proving avatar's clothing image is effective in suggesting the brand. Second, in terms of advertising the avatar by clothing them with garments of each brand and comparing avatar's clothing and casual brand images, active avatar's clothing image of FUBU male, female emphasized active brand image of FUBU. However, FUBU male avatar's clothing image did not emphasize 'reformative', 'characteristical', 'cool', or 'sensitive to latest fashion' images compared to FUBU female avatar's clothing image. Also, in case of maru, 'male', 'conseuative' and 'insensitive to latest fashion' image of male avatar clothing emphasized maru brand image. Maru female's 'unpractical' ,'female' and 'characteristical' images emphasized maru brand image.
Objectives of this study were to investigate about the avatar's fashion products efficiency on casual wear advertisements to study about the effect of avatar's clothing image provided by apparel industry and to investigate about the effort of avatar's fashion product on apparel advertisement for fundamental data on the avatar's fashion marketing. Following were the summaries of the results: First, in terms of the correlation between avatar's clothing and casual brand images of nate avatar's fashion marketing, avatar's clothing image of FUBU male, female and maru male, female that is reformative, characteristical, unique and sensitive to latest fashion has positive correlation with FUBU and maru brand images. Therefore, consumers' higher perception on avatar's clothing image that are 'reformative', 'characteristical' and 'unique', indicated higher casual brand image perception, proving avatar's clothing image is effective in suggesting the brand. Second, in terms of advertising the avatar by clothing them with garments of each brand and comparing avatar's clothing and casual brand images, active avatar's clothing image of FUBU male, female emphasized active brand image of FUBU. However, FUBU male avatar's clothing image did not emphasize 'reformative', 'characteristical', 'cool', or 'sensitive to latest fashion' images compared to FUBU female avatar's clothing image. Also, in case of maru, 'male', 'conseuative' and 'insensitive to latest fashion' image of male avatar clothing emphasized maru brand image. Maru female's 'unpractical' ,'female' and 'characteristical' images emphasized maru brand image.
곽효순 (2003). 청소년들의 아바타 사용에 관한 연구. 명지대학교 대학원 석사학위논문, pp. 47-48
임동희 (2003). nate사 아바타 서비스 제작 사례. 2003년 2월 10일 - 2003년 2월 13일, HCI학술대회, Back of the culture 사례발표
김수정 (2003). 온라인 커뮤니티에서 아바타 이용자의 활용형태 분석을 통한 아바타 디자인 전략 연구: 아이러브스쿨(iloveschool)사이트 이용자 분석을 중심으로. 2003년 2월 10일 - 2003년 2월 13일, HCI학술대회, Back of the culture, 웹 3 주제발표, pp. 1-6
※ AI-Helper는 부적절한 답변을 할 수 있습니다.