This study intends to present a way to improve second-hand markets for luxury goods in future by studying the consumption behaviors of consumers using second-hand luxury goods and examine the importance of second-hand luxury goods markets that are becoming popular recently. The study was conducted on 17 consumers with experience in purchasing or selling second-hand luxury goods and used contents analysis techniques based on recordings. The results of in depth survey on purchasers and sellers of second-hand luxury goods are as follows. First, the purchase motives were an affordable price, trends, practicality, and ostentation. In the meanwhile, sales motives were trends, practicality, cashable, change of mind, and suitability. Second, goods were sold at Fill-way, personal cafe or blogs for online, personal second hand shops for off-line and franchise stores like Gugus, Koibito for on-off line as for places for purchasing, selling second-hand luxury goods. Louis Vuitton was the most preferred brand and both purchasers and sellers preferred bags. Third, variables such as fake goods, and renting luxury goods were related with consumption behaviors when consuming second-hand luxury goods. Fourth, as for the processes of purchasing and selling second-hand luxury goods from on-off line, the processes were different depending on whether the transactions were done online, offline, on-off line or direct dealing. Lastly, purchasers regarded sympathy and showing off highly while sellers regarded trends highly in terms of marketing strategies according to the characteristics of sellers and buyers of second-hand luxury goods. Purchasers regarded cheap price and status of products highly when purchasing goods and these affected satisfaction. Sellers regarded fees and price setting highly according to the life of products. Therefore, marketing strategies for sellers and purchasers were proposed according to the methods of transacting on-line, and off-line, direct dealings.

keyword : 중고명품, 구매동기, 판매동기, 중고명품 거래방식, Second-hand luxury goods, purchase motives, selling motives, transaction of second-hand luxury goods

This study is to analyze the differences in clothing purchasing types through internet shopping mall according to their shopping orientations between Korean and Chinese college students. Data including 341 questionnaires from Korean students and 426 from Chinese students were used for analysis. The questionnaire data used in the research to analyze were analyzed through statistical package program SPSS using factor analysis, reliability analysis (Cronbach α), T-test, One-way ANOVA, Duncan`s post hoc test and Pearson`s correlation test. This study firstly examined differences in clothing shopping orientations between Korean and Chinese college students, secondly differences in clothing purchasing types between them based on their demographics and thirdly, relevance between clothing shopping orientation and clothing purchasing types through internet shopping mall of Korean and Chinese college students. As a result of study, while Korean college students showed higher pursuit of pleasure shopping orientation and pursuit of individuality shopping orientation than Chinese college students, Chinese college students higher pursuit of convenience shopping orientation, pursuit of economic shopping orientation, pursuit of practical shopping orientation and pursuit of fashionable shopping orientation than Korean college students. In the relevance between clothing shopping orientation and clothing purchasing types through internet shopping mall, Korean college students showed significant positive correlations in the pursuit of pleasure, convenience and economy of clothing shopping orientation variables in purchasing clothing through internet shopping mall, but Chinese college students showed significant positive correlations among all variables in clothing shopping orientations and clothing purchasing orientations through internet shopping mall.

keyword : 의복쇼핑성향, 구매유형, 인터넷쇼핑몰, clothing shopping orientation, purchasing type, internet shopping mall

A study was carried out to analyze a T-shirt trend on fashion magazines in order to develop textile designs for marine-look T-shirts based on image colors of Busan. Analysis data were collected from fashion magazines; VOGUE KOREA, HARPER`S BAZAAR, ALLURE, and Woman Dong-A. 1242 images of stripe pattern T-shirts that were presented as marine-look designs from 2009 to 2011 were analyzed with statistical methods (SPAW statistics 18, frequency, correlation, percentage, and X²-test). The analysis results were as follows; First, marine-look T-shirts with a round neckline and strip pattern were frequently used on S/S season which are considered to be used as feasible and comfort clothing in the active season. Second, it showed the gender difference between a T-shirt type with a collar for men and without for women. Two types of achromatic and chromatic color were frequently used in the color composition of the T-shirt. Third, the design of stripe T-shirts was motivated from waves, intense sun, seagulls and reed which were symbolized Busan from a statistical survey. Therefore, the stripe T-shirts were influenced by Busan image color, which were expected to be used for various events in Busan.

keyword : 마린룩, 티셔츠, 스트라이프, marine-look, T-shirt, stripe, color, pattern

The major courses of visual communication design needs a lot of change and development in the rapidly changing society. It is important issue that major education has which directivity. It is time to need an improvement scheme for overcoming weakness with existing vertical, horizontal teaching method and studying what to, how to educate. Researcher attempts to solve a clue to the solution of the problem focus on foundation studies courses by figuring out characteristics through analysis of major curriculum of design advanced country, studying curriculum and educational objectives of school which open visual communication major in Korea, analyzing curriculum improvement issues from surveys and interviews targeting various design majors. According to the research, it need to train thinking variously ability by amalgamative thinking for development and improvement of foundation studies courses. For a solution, it needs education to think creatively by convergence subjects and subjects, a field of study and a field of study, and needs education to prepare skill of problem solving and content producing. Researcher attempts to provide the study showed reference for development and improvement of visual communication design major education.

keyword : 시각디자인 전공기초, 디자인교육, 교육과정 개선, Foundation Courses of Visual Communication Design, Design Education, Curriculum Reform

The purpose of this study is to examine the relationship among ethical intention on ad creative, consumers` perceptions on ad regulation, attitudes toward ad appeal, and the possibility of negative word-of-mouth(WOM) on sex-appeal ads and advertisers using the appeal strategically. Ethical intention on ad creative was divided into deontology-based intention and teleology-based intention. Consumers` perceptions on ad regulation were categorized into agreement to reinforce ad regulation and agreement to mitigate ad regulation. As results, consumers with deontology-based ethical intention on ad creative are more related to reinforcing ad regulation than consumers with teleology-based ethical intention are. Consumers with teleology-based ethical intention on ad creative show a more significant relationship with mitigating ad regulation. Furthermore, consumers with deontology-based ethical intention on ad creative have negative perceptions on usability of sex-appeal as an ad recall tool, otherwise, consumers with teleology-based ethical intention on ad creative have relatively positive perceptions on usability of sex-appeal as an ad recall tool. Consumers` who support reinforcing ad regulation have negative perceptions on usability of sex-appeal as an ad recall tool, otherwise, consumers` who agree mitigating ad regulation have relatively positive perceptions on usability of sex-appeal as an ad recall tool. Also, consumers with deontology-based ethical intention on ad creative show a higher possibility of negative WOM on both a sex-appeal ad and an advertiser using the appeal strategically. Consumers with teleology-based ethical intention on ad creative show a lower possibility of negative WOM on both a sex-appeal ad and an advertiser using the appeal strategically. Consumers who support reinforcing ad regulation show a higher possibility of negative WOM on both a sex-appeal ad and an advertiser using the appeal strategically. Consumers who support mitigating ad regulation show a lower possibility of negative WOM on both a sex-appeal ad and an advertiser using the appeal strategically. Consumers` perceptions on the usability of sex-appeal as an ad recall tool show a significant relationship with the possibility of negative WOM on both the ad and the advertiser. It indicates some ad appeal strategies intended by advertisers may cause an unexpectedly negative WOM on ad and advertisers, so they could build `the phenomena of encroaching on essence by shadow`. It also suggests `ethics` superiority to hedonism` in which enjoyable ads are not always valued as recommendable ads. This research has the following significance. First, this research applies ad creative regarded as subjective characteristics and ethical philosophy regarded as abstract and non-measurable concept into ad business as one of the major practical fields in our society by using interdisciplinary and quantitative perspectives. Second, this research suggests the need to maintain a balanced viewpoint between micro-managerial and macro-environmental approaches on ad phenomena by arousing consumers` perceptions on ad regulation that are closely related to various interactions with a social system. Third, It cross-considers the factors of both ethical intention on ad creative and consumers` perceptions on ad regulation, and examines their segmented and integrated effects on consumers` perceptions on sex-appeal used as a strategic tool for ad recall. Fourth, even though former research has mainly been focused on the favorable effects of word-of-mouth, this research concentrates on the negative effect of word-of-mouth, which is reflected by considering consumers` propensity to avoid ads.

keyword : 광고 크리에이티브 윤리, 윤리적 지향 가치, 부정적 구전, Ad Creative Ethics, Ethical Intended Value, Negative Word-of-Mouth

The purpose of this study is to find a chance to change viewpoints and awareness of tattoos through makeup as images of ugliness that have stood out and spread gradually since the end of the last century. For the purpose, this paper sought to define tattoo makeup which is used as a means of artistic expression of makeup expressed in modern fashion, and to examine its meaning. In this study concepts, expression techniques, and meaning of tattoos were considered to examine the ugliness images from aesthetic perspectives of tattoos. Then, based on the consideration, a definition of tattoo makeup was established. To make out the images of ugliness in tattoo makeup, concepts of a lack of structure, incorrectness, and deformity were borrowed from the Aesthetics of Ugliness proposed by Karl Rosenkranz, and they were coded. Based on the coded meaning, aesthetic characteristics of tattoo makeup were inferred as beauty of formlessness, beauty of imperfection, and beauty of heterogeneity. Given the above-stated findings, tattoo makeup is a makeup technique, which provides a chance to develop makeup into independent formative arts in the age of individuality and diversity. It is considered that it will provide infinite ideas and contribute to valuing tattoos itself as a genre of arts.

keyword : 타투 메이크업, 추의 미학, 칼 로젠크란츠, Tattoo Makeup, Aesthetics of Ugliness, Karl Rosenkranz

As the nation-wide interest in walking path has increased, the central and local governments are creating or designating `walkable paths`. Although Seoul castle is historically and aesthetically significant, paths inside the castle are deteriorated by increasing number of visitors. For this reason, this study aims to draw factors which can be reflected in future maintenance strategy by analyzing significance and satisfaction of paths at Bukak Mountain, among other Seoul castle paths. Based on such results, we intend to figure out differences between factors what visitors think significant and factors what they think satisfactory. In addition this will be suggested as a fundamental data in order to establish differentiated maintenance strategy that would promote inter-relation. This study consists of research and analysis including publication, current situation, survey, statistic and data analysis. As a result, 17 categories showed meaningful difference between significance and satisfaction, implying the necessity of corresponding maintenance strategy. Especially, signpost and path were high in significance but low in satisfaction, suggesting necessary maintenance. In order to set a maintenance strategy in human-restricted area, significance and satisfaction analysis is extremely strategic and provide useful information. Therefore, this study can be utilized as a fundamental data that helps to build related policies with maintenance priorities.

keyword : 중요도·만족도 분석, 서울성곽 길, 북악산 길, Important-Satisfaction Analysis, Seoul Castle Path, Bukak Mountain Path

This study aims to investigate which factors influence the store image the most among the factors constitute service environments. To do this, the cosmetic brandshop Nature Republic and Etude House were selected as the object of study and an empirical study on them was conducted. The investigation was modeled after Baker`s servicescape and the dimension of products was added. The results were shown as followed. First, the mean values of inter-store servicescape of Etude House were higher than those of Nature Republic, except for the store atmosphere. Second, Nature Republic showed the significant correlation between the brand concept and the servicescape factors in stores. On the other hand, Etude House showed the significant correlation only in few factors of servicescape. Last, the factor influences the store image the most was the design factors of the store. Among the design factors, especially, exterior and interior design showed statistically significant influence. In product factors, the assortment of products had more strong influence on the store image than the design factors of products. First and second results suggest that unified brand concept can be more effective in order to deliver the desired brand image through stores. Last result shows the possibility of exterior and interior design of stores as the strategic tool for the management of store image.

keyword : 서비스스케이프, 매장 이미지, 브랜드 숍, servicescape, store image, brandshop

Faster wireless internet and variety functions of smart phone are growing. The size of mobile screen also is growing. In recent, the screen size of newly released smart phone is 5 inch or more. But it is not always good just because a smart phone has the wide screen. Especially, when you use the smart phone with one hand, the size of wide screen makes a problem in usability. We made the five kinds of prototype for this study. And we tested the usability of smart phone for directions (horizontal, vertical) and input-methods (Tap, Long Tap, Drag, Flick and Rotate) with one hand. And the results were analyzed through ANOVA analysis. As a result, 3.5 inch screen with one hand is possible to use the various input-methods. But people should use only the limited input from 4.0 inch or more smart phones with one hand. And 5.5 inches of smart phone is only possible to use Tap at the center part of it.

keyword : 한 손 조작, 스마트폰 화면, 사용성 평가, one-handed, smart phone screen, usability test

Recently, airline establishes the strategy to maximize the branding effect of the attendant`s uniform as a marketing tool. However, the low-cost domestic airlines are not positive in building the brand image through the uniform due to the operational cost savings structure. Especially, an efficient design is required for the uniforms of the low-cost airline flight attendants because they work in the limited spaces and perform their role as a multi-player. However, the low-cost airline follows the major airline uniform style and the previous studies only focused on the design development and image analysis of the major airline. The purpose of this study is to develop the uniform design for the low-cost airline flight attendant reflecting the work environments and jobs as a low-cost airline flight attendant. This can maximize the work efficiency and marketing effects through the uniform. First, the characteristics of purposiveness and multi-function are drawn based on the analysis of work environments and jobs of flight attendants of low-cost airlines. Second, the fundamental elements for the development of uniform such as symbolism, functionality, aesthetics and economic feasibility are discussed based on the previous studies. Third, to maximize marketing effects through the uniform, corporate identity and the uniform design of domestic low-cost airlines are examined. Based on the these basic research, the uniform design of flight attendant was developed and the product development and design evaluation is proposed for the future study.

keyword : 저비용 항공사, 다목적, 다기능, low-cost airline, purposiveness, multi-function