Hyun-Hwa Lee

Consumer Attitudes Toward Online Mass Customization: An Application of Extended Technology Acceptance Model

This study investigates consumer attitudes toward the online codesign process in mass customization among Korean consumers. The extended Technology Acceptance Model (TAM) was our theoretical framework, along with the constructs of perceived control and enjoyment. Web skill and fashion involvement were integrated as individual characteristics variables in the model. Data from 749 self-administered surveys collected in South Korea were used in this study. Findings indicated that TAM was an effective conceptual framework in explaining consumer response to the online codesign process. The statistically significant results of the perceived enjoyment and control constructs in the extended TAM suggest the importance of their addition to building a model to explain consumer attitudes toward the online codesign process.

Young Generation Y consumers’ perceptions of sustainability in the apparel industry

Purpose – Conflicting marketing messages have caused consumers to misunderstand distinctions between sustainability and environmental concern, especially when considering the apparel industry. This study seeks to explore consumers’ actual knowledge and sentiment towards sustainability and environmental issues, both in general and in the apparel industry.Design/methodology/approach – Data were collected through open‐ended survey questions collected from 80 young Generation Y college students, aged 18‐25.Findings – Findings show a low level of knowledge of the holistic principle of sustainability and specific adverse effects of the apparel industry. Participants feel steps must be taken towards sustainability, and that every effort helps, despite some skepticism. Results confirm the need for more concise educational and marketing campaigns.Originality/value – This study sought to provide a snapshot of current young consumers’ attitudes as a tool to encourage more specific and salient directions for future g...

Affective and Cognitive Online Shopping Experience Effects of Image Interactivity Technology and Experimenting With Appearance

The objective of this study was to examine the effects of image interactivity technology (IIT) features and an individual difference, experimenting with appearance (EA), on consumers’ shopping enjoyment, risk perception, and attitude toward an online retailer. We conducted a between-participant experimental study using a convenience sample of college students. A total of 206 participants provided usable responses for structural equation modeling analysis. The results showed that the level of IIT and EA positively affected shopping enjoyment as well as decreased perceived risk toward the online retailer. In turn, shopping enjoyment and perceived risk significantly influenced the consumers’ attitude toward the online retailer, as hypothesized. The findings of the study suggest that e-commerce business for online apparel retailers may continuously need to develop richer IIT features (innovative yet playful) to meet consumers’ demand and secure consumers’ loyalty.

Body Satisfaction and Attitude Theory: Linkages with Normative Compliance and Behaviors Undertaken to Change the Body

Reasoned action theory is adapted to study the influence of body satisfaction and subjective norm (the role of others) on behavioral intention and behavior to change the body. Data are collected from 301 female undergraduate students. Causal model analyses are conducted by a maximum-likelihood estimation procedure using LISREL 8.72. Overall, fit of the model is highly adequate. Participants who have high body satisfaction scores are less likely to want to change their bodies. Participants who think that significant others (parents, siblings, and friends) want them to change their bodies and who are inclined to comply with those significant others are more likely to want to change their bodies. Participants with greater intention to change their bodies are more likely to try to change them. The results support reasoned action theory.

Perceptions of Body Malleability: Linkages With Body‐Related Feelings and Behaviors Among Undergraduate Women and Men

This study explored the utility of body-related behaviors, body attitudes, normative beliefs, and body mass index (BMI) in predicting perceptions of malleability and the utility of body attitude, subjective norms, perceptions of malleability, and BMI in predicting desires to change the body and attempts to change the body. Aquestionnaire was administered to undergraduates. Regression analyses suggested that female and male perceptions of malleability were predicted by attempts to change the body. Among females, body attitudes and normative beliefs about siblings and friends predicted perceptions of malleability. For both females andmales, adding perceptions of malleability to a regression model including body attitude and subjective norm increased the variance explained in desire and attempts to change the body. BMI did not predict perceptions of malleability, desire to change the body, or attempts to change the body.

Low-loss optical add drop multiplexer module using a 2×2 port optical device

We describe the fabrication of a 232 port optical device based on a thin film filter, and also newly propose a 4-channel optical add drop multiplexer (OADM) module us- ing these devices. The optical performance of the proposed OADM module is evaluated theoretically and experimentally, and compared to that of the typical OADM modules using 132 port optical devices for 4, 8, 16, and 32 drop channels. Since the 232 port optical device accomplishes the function of wavelength multiplexing and demultiplexing simulta- neously in the proposed OADM module, the insertion loss of through channels can be improved by 1.2 dB compared with that of a typical OADM module using 132 port optical de- vices. In addition, both the size and price of the module can be reduced by ;40 to 50%.