The Effect of Shopping Motivation of Social Commerce on Purchase

Transcription

1 The Effect of Shopping Motivation of Social Commerce on Purchase Intention 1 Shuo Zhang, 2 Jong-Ho Lee, 3 Lin Fang 1, First Author Shandong Normal University, Shuozhang83@163.com *2,Corresponding Author Kongju National University, leejh@kongju.ac.kr 3 East Port Technology Co. Ltd., will_lynn@hotmail.com Abstract Social commerce should make more efforts to retain existing customers. Shopping motivation which reflects the customers' behavior is one of the key factors to meet the users' needs. In order to attract customers, social commerce enterprise needs to better understand the shopping motivation. This study provided implications on social commerce business, service and consumer-oriented marketing strategy. The results in this study provided implications on social commerce business, service and consumer-oriented marketing strategy. The conclusion in this study provided implications on social commerce business, service and consumer-oriented marketing strategy. Keywords: Social Commerce, Shopping Motivation, Flow, Trust, Purchase Intention 1. Introduction In recent years, Social Network Service (SNS) have impacts on the political, economic, social, cultural and other fields. And in the internet business environment it has also become an important marketing tool. SNS is the new service beyond the generally simple communication tools, advertising, gaming, education, and business and other fields. It is noteworthy that in international and domestic e-commerce, social media and social commerce which are jointed and turned to be one, has become a new model based on SNS activities. The term of social commerce was first used in 2005 by Yahoo! Shoposphere & Pick Lists web site. Social commerce successfully applied to become a hot spot during recent years. Social commerce and our lives are closely related with each other. The model of social commerce announced by Groupon in November 2008 received a lot of attention. Beginning with March 2010, set off a boom of social commerce entrepreneurship, and then expanded into over 300 commerce enterprises registered. As the number of enterprises, which used the social commerce model increased, market sales also increased sharply. From February 2010 to January 2011, sales amounted to $50billion. In the end of 2011, expected cumulative sales of $300billion will reach $500billion [45]. As social commerce is diffused, users more than ever want to choose a variety of social commerce web sites. Shopping motivation is not a tight motivation to shopping goods, also includes the concept of consumer action variables associated [27]. The overall size of the Korean internet market and the rapid development of the market are very attractive. Many large companies are actively seeking to enter into it. With the Social commerce rapid growth and income increases, consumers' shopping needs become diversified and personalized. Change with the in the trends of consumer life and income levels, you can also see a trend of growth in consumer demand. These angles for a better understanding of Korea s social commerce market, marketing strategy seek to comply with South Korea to identify the strategic approach. Social commerce, in order to retain existing users, should put in more effort. Shopping motivation is one of the key factors to meet the needs of the users, so it can better understand the user. Grasp of shopping motivation is very important for social commerce enterprise to correctly understand consumers. Currently there is a lack of research on social commerce shopping motivation. Recently, the researching more on shopping motivation are "The Impact of Shopping Motives and Emotions on Online Shopping Behavior"[9], "A Comparison on the Consumer's Emotions as Related to Internet Shopping Motivation"[39], "A Study on the Consumer's Shopping Motivation and Perceived Shopping Value in Internet Shopping Mall"[30]. Previous studies are on the online shopping mall, but this study is about social commerce. This International Journal of Information Processing and Management(IJIPM) Volume4, Number6, September

2 study is based on the results of basic research as a benchmark for continued growth and development of social commerce later, the pursuit of convenience to facilitate the practical side, the pursuit of pleasant and unpleasant side, and the pursuit of low prices of the economic side, launched seeking convenience, pleasures of shopping and seeking low-cost as social commerce shopping motivations. This study focused on whether shopping motivation will affect consumers' flow, trust and purchase intention investigated through basic research and empirical study of social commerce shopping motivation. Also this focused on which shopping motivation influences Purchase intention. And this provided implications on social commerce business or service, and social commerce consumer-oriented marketing strategy. 2. Literature Review 2.1. Definition of Social Commerce In Wikipedia, Social Commerce is a subset of electronic commerce that involves using social media, online media that supports social interaction and user contributions, to assist buying and selling of products and services online. Ka-Hee Sung(2011) presents in his study, social commerce is a broad concept that not only refers to social shopping with the use of a specific business model, but includes sharing of shopping information through multiple marketing activities. From this, it can be seen that gathering consumers and sharing shopping information will promote electronic commerce, and format a new paradigm Shopping Motivations of Social Commerce and Literature Review Shopping motivations are consumers' needs and the motivation of meeting consumers' desire and buying certain goods or services. Each study of the shopping motives is not the same. In order to deduce shopping motivation of social commerce, a comprehensive analysis of the basic research has been done, and shopping motivation is sorted out, shown as follows: Table 1. Study Trend of Shopping Motivation Researcher Year Classification of Shopping Motivation Tauber et. al Personal motivations, Social motivation Westbrook et. al Product-oriented motivation, Empirical motivation, Mixed motivation which combines Product-oriented motivation and Empirical motivation Dawson et. al Product motivation, Empirical motivation Babin et. al Pleasures of shopping, Utility shopping motivation Hairong et. al Pleasures of shopping, Seeking convenience, Seeking low-cost Moon-Jenog Youn 2000 Utility shopping motivation, Pleasures of shopping Geum-Hui Hong, Seeking leisure, Product motivation, 2003 Hye-Li Kang Seeking low-cost Mi-Hyu Yoon 2003 Seeking convenience, Seeking low-cost, Product motivation, Pleasures of shopping Jae-Jin Park 2004 Pragmatic orientation, Pleasure orientation Duc-Lan Hoang 2006 Utility shopping motivation, Pleasures of shopping You-Rle Kang 2009 Seeking low-cost, Seeking convenience, Pleasures of shopping, Social motivation Yong-Ki Lee et. al Pleasure. Utility, Convenience. Diversity, Seeking information Jie Li 2011 Seeking low-cost, Seeking convenience, Pleasures of shopping, Social motivation This study is based on the results of basic research to sustain development of the social commerce. It also includes convenience at practical side, the pursuit of happy side and pursuit of low price at 138

3 economic side, which it regards seeking convenience, pleasures of shopping, seeking low-cost as shopping motivation of social commerce. Moreover, according to the list Table 1, the idea of shopping motivation has been studied by the scholars, seeking convenience, pleasures of shopping, seeking lowcost have been studied by a lot of scholars, so this paper is on the basis of advanced research, selecting seeking convenience, pleasures of shopping, seeking low-cost as the three shopping motivations Seeking Convenience Seeking convenience is a determination of the convenience of consumers, in the process of purchasing goods at an internet shopping mall. Seeking convenience is a decisive factor of consumer satisfaction. In the study of You-Rle Kang (2009) seeking convenience is defined as a degree of consumers inclining to shop online with no limitation on time and space. Social commerce is choosing themed merchandise, detailed information; sales report, seller, product reviews and other information are clearly sorted out at a glance one day. Selling a commodity in 24 hours as the principle, the price is preferentially more than 50% [25] Pleasures of Shopping According the Cheng-Min Huang, Cheul Park's(2007) research, on the basis of advanced research, the definition of pleasures of shopping is a degree of pleasure when consumers receive a form of coupon, not being restricted by time and space, timely after the purchase of the consumers, and make sure the consumers receive securely. For social commerce it is an important factor for users to use this intelligence system by considering pleasure and interests. A pleasure of shopping is a shopping experience with the realization of a specific aim, the feeling of shopping value through interest and enjoyment Seeking Low-cost The general Social Commerce enterprises sell a large number of coupons in particular stores every day, and coupons are preferential above 50%, consumers can take coupons to stores to use. There are two points leading to success of coupons. A very important factor of social commerce is the price. Consumers price consciousness is the biggest advantage. Especially because Social Commerce web sites use the excellent method of providing more than 50% discount through buying together. Consumers purchasing together when they do shopping has high buying possibility Flow Flow is a concept Csikszentmihalyi Mihaly(1975) first put forward. "People are not interested in other things, but immerse themselves in present state". Such a state is widely analyzed in fields such as sports, games, interest, computers [16]. Flow is "in the community formation into the mystery of the psychological state", and flow online is in the consumer action and that is a very important factor [42] Trust According to Social Commerce enterprises intelligence, "South Korea Social Commerce market has been hot, with Social Commerce market becoming more mature, enterprises such as Groupon rushing into South Korea market will face more intense competition". Called social commerce business model, the companies eventually will be able to survive, only if they get the trust of consumers. Trust is ensuring and dependence on a person or thing s quality without investigation or doubt aspects inferred with honesty, trust, loyalty can be convincing [44]. 139

4 2.5. Purchase Intention The concept of purchase intentions is a person s consciousness towards attitude and action; it is a man's subjective attitude-the possibility of recommending products spontaneously to other consumers through the Social service or product itself [24]. According to Fishbein and Ajzen's(1975) study, purchase intention is referred to as that after consumers form attitudes towards something, they will appear the action on behalf of their ideas in the future. SNS services has a lot of kinds, users use various SNS search services in the SNS web portal, users can draw the useful information after searching SNS about purchase intentions[19]. 3. Research Methodology 3.1. Research model The Research model was shown below or in figure Research Question Figure 1. Research model Hypothesis between Shopping Motivation of Social Commerce and Flow In study of Sang-Ho Park s (2011) result, it pointed out that using the motivation of network can be classified into the following: motivation for information, community participation motives, using shopping motives, using the free motivation and using motivation of communication. According to the study Mun-Bong Lee, Eun-Jing Kim's result (2005), online community of personal participation motives and social influence for the influence of the investment by the results of the study, it pointed out that the fun of cognition has a significant impact on input of attitude and action. On basis of the above discussion, accordingly, we propose the following hypotheses: H1: Shopping motivation of social commerce will have a positive effect on flow. H1a: Seeking convenience of social commerce will have a positive effect on flow. H1b: Pleasures of shopping of social commerce will have a positive effect on flow. H1c: Seeking low-cost of social commerce will have a positive effect on flow Hypothesis between Shopping Motivation of Social Commerce and Trust 140

5 Jae-Yong Cho(2009) finger out in a study which explored the purchasing motivation influence on the trust. The quality of the information has effect on trust in the purchasing motivation, the safety of the trade, the design, the purchase price, Perceived image, convenience, and so on. In addition, Yong-Seok Kwon(2008) pointed out, if other conditions are similar, the online shopping customers appear to be young and attain high degrees. And it can be inferred that buyers felt reliable and satisfied when expected prices of the goods are appropriate to factual price trading online shopping plaza. On basis of the above discussion, accordingly, we propose the following hypotheses: H2: Shopping motivation of social commerce will have a positive effect on trust. H2a: Seeking convenience of social commerce will have a positive effect on trust. H2b: Pleasures of shopping of social commerce will have a positive effect on trust. H2c: Seeking low-cost of social commerce will have a positive effect on trust Hypothesis between Shopping Motivation of Social Commerce and Purchase Intention Consumers' buying intentions will be increased in the online shopping plaza satisfying customers demand to buy conveniently and economically [12]. The related study found that bringing happy value became the influence factors to consumers' buying intentions. Dawson et. al. (1990) proposed that bringing happiness value was a powerful factor to encourage consumers to purchase. Childer et. al. (2001) found factors which have impacts on the formation of pleasure buying attitude, in a related study about doing shopping after registering. On basis of the above discussion, accordingly, we propose the following hypotheses: H3: Shopping motivation of social commerce will have a positive effect on purchasing intention. H3a: Seeking convenience of social commerce will have a positive effect on purchasing intention. H3b: Pleasures of shopping of social commerce will have a positive effect on purchasing intention. H3c: Seeking low-cost of social commerce will have a positive effect on purchasing intention Hypothesis between Flow and Purchasing Intention Sang-Lin Han & Cheon-Kyo Park (2000) also advocated for flow of consumers repeatedly visit the web site of action and induced the purchase intention has important implications Meyer & Allen (1991) described the flow through behavior and attitude behavior. The behavior of flow acted on the actual behavior or services through the purchase or investment. And attitude behavior though not actual behavior, but to continue to buy the product or service is influential. On basis of the above discussion, accordingly, we propose the following hypothesis: H4: social commerce's flow will have a positive effect on purchasing intention Hypothesis between Trust and Purchasing Intention In Sung-Hyuk Kim et. al.(2007) study showed reliability had a beneficial effect on purchase intention for the travel agency web sites. In Su-Seok Seo & Jong-Ho Lee (2011) study showed the impact of reliability on social commerce for the purchase intention. The trust of customers had a powerful influence on purchase intention of the user's. It meant that it is most important for web sites [2]. Grasp of the perceived danger and the perceived usefulness variables obstructed loyalty to the formation of the network of consumers feel when shopping online. Attitude and purchase intention showed that a higher shopping loyalty will promote the perception of usefulness, the use of shopping attitude and purchase intention [3]. On basis of the above discussion, accordingly, we propose the following hypotheses: 141

6 H5: social commerce's trust will have a positive effect on purchasing intention. 4. Operational Definition of Variables Table 2. Operational Definition and Researcher Variables Operational definition Quantity of item Related study Independent of time and space constraints, timely to send Seeking convenience text messages which are a coupon after the consumers' 5 [15][18][43] shopping. And consumers can safely receive. The extent of happiness and reduced pressure can be felt Pleasures of shopping through a variety of event and participation buying 4 [1][32][39] process in social commerce site shopping. Seeking low-cost The degree of needed goods can be bought at a lower price or be able to choose the cheaper goods. 5 [3][12][31][41] Flow Extremely indulge in a state of mind in the use of social commerce. 5 [26][32] Trust Trust in social commerce, and want to continue to the extent of shopping in the social commerce. 5 [6][36] Purchasing The intention of the consumer through the use of social Intention commerce shopping. 4 [2][34] 5. Empirical Analysis and Hypothesis Testing 5.1. Respondent characteristics In the survey, 220 questionnaires are usable. We carried out the test by someone who experienced the purchase of social commerce during the period of The respondent characteristics are as following: Sex Age Job Table 3. Respondent Characteristics Classification Frequency Percentage (%) male female s-20s of age s-30s of age s-40s of age s-50s of age s-60s of age specialized job self-employed office job student

7 others Times of visiting social commerce environment of using social commerce more than once a day more than once 2-3day more than once a week more than once a month mobile and internet only internet only mobile Reliability Analysis Table 4. Reliability Analysis ɑ of Items Measuring Variables Quantity of item Cronbach's ɑ Shopping motivation of social Seeking convenience Pleasures of shopping commerce Seeking low-cost Flow Trust Purchase Intention The Cronbach's ɑ of each Item is higher than 0.7, so that we can find out internal consistency which is good for continue studying Correlation Analysis Table 5. Correlation of Variables Variables Seeking convenience Pleasures of shopping Seeking low-cost Seeking convenience Pleasures of shopping.504** Seeking low-cost.446**.649** ** Level of significance is 0.01 for coefficient of correlation. In this study, the coefficients of correlation of "Seeking convenience-pleasures of shopping, Pleasures of shopping-seeking low-cost" are little higher than 0.5, that were found to be correlated to some degree. And the others' coefficients of correlation are lower than 0.5, which were found to be correlated. In general, if it coefficient of correlation does not greatly exceed 0.5, it will be considered there is no problem about multicollinearity [21] Confirmatory Factor Analysis In order to increase the goodness of fit, it deleted the items v9, v10 in the line with the value of SMC which is based on a value less than 0.4. The value of SMC as shown below Figure 2: 143

8 *Covariance s, ( ) was C.R. Figure 2. Confirmatory Factor Analysis of Shopping Motivation of Social Commerce Table 6. Confirmatory Factor Analysis of Shopping Motivation of Social Commerce Question Item CMIN/DF GFI AGFI CFI NFI IFI RMSEA numbers Initial Shopping Motivation Final Standard <2 >0.9 >0.9 >0.9 >0.9 >0.9 <0.1 By Table 6, the result of confirmatory factor analysis is GFI=0.904, AGFI=0.903, CFI=0.976, NFI=0.951, RMSEA=0.064, and overall, the goodness of fit is satisfactory Evaluation of Measurement Model In order to increase the goodness of fit of measurement model, it also deleted the items v14, v15, v21, and the result is x = , DF=195, P=0.000, CMIN/DF=1.370, GFI=0.901 AGFI=0.872, NFI=0.924, IFI=0.978, CFI=0.978, RMSEA= In the study of Jeong Seok, Yang(2011), the goodness of fit is satisfactory if the value of GFI is more than 0.9, AGFI is more than 0.8, NFI is more than 0.9, CFI is more than 0.9, RMSEA is less than Results and Discussion According to the results of hypotheses testing, the hypotheses of this study are interpreted as follows. First, the seeking convenience of social commerce's shopping motivation has influence on the flow (0.121, C.R.=2.027, p<0.05). In the purchase process, all users will be in pursuit of convenience when shopping, the users of social commerce dislike wasting of time and the tedious purchase results from the study tell us the simple structure system is a great important factor for flow. On the other hand, seeking convenience has no effect on trust (0.067, C.R.=1.033, p>0.05). Users of social commerce have much experience with online shopping, although in the social commerce environment it can also save a significant amount of time, but with experience, in no time, place restrictions, shopping is nature 144

9 without of trust, so the judge has no effect on trust. Also, the seeking convenience of social commerce's shopping motivation has no influence on purchasing intention (0.031, C.R.=0.548, p>0.05). The research results agree with basic research [39]. This is because social commerce is the new enterprise form, compared with the traditional Internet shopping mall able to purchase with simple search, consumers will feel some complex, but for the new purchase, consumers need to sacrifice time and get a place to learn. Variables Seeking convenience Pleasures of shopping Seeking lowcost Flow Trust Table 7. Evaluation of Measurement Model Item Factor Standardized Standard Loading Factor Loading Error C.R. SMC v v v * * v v v v * * v v v v * * v * * v v v * * v v v v * * Purchasing v Intention v v The goodness of fit of x = , DF=195, P=0.000, CMIN/DF=1.370, GFI=0.901 AGFI=0.872, measurement model NFI=0.924, IFI=0.978, CFI=0.978, RMSEA=0.041 * The initial value of parameter estimate is 1. Second, pleasures of shopping of shopping motivation has no effect on flow (0.035, C.R.=0.329, p>0.05). It also does nothing to trust (0.145, C.R.=1.249, p>0.05). Although users of social commerce purchase, in the case of simply changing the mood or passing time, seeking fun in shopping if consumers get no answer in the actual use of cheap goods or coupon, their flow level will drop. But also pleasures of shopping are very important for social commerce users in the shopping process, but it is not an important factor in the formation of trust. On the other hand, pleasures of shopping has influence on purchasing motivation (0.201, C.R.=1.998, p<0.05), the same as the basic research results[8]. Social commerce newly comes out by a form of Internet shopping mall, with fresh and interesting, especially in the social commerce site it will provide a variety of events, gives consumers the pleasure, lets consumer feel fresh, then their purchase desire increases. Therefore, with the study results, pleasures of shopping are the decisive factor of purchase intention. 145

10 Table 8. Results of Hypothesis Testing Channel Estimate S.E. C.R. P-Value Result Seeking convenience accept Flow Pleasures of shopping reject Seeking low-cost *** accept Seeking convenience reject Trust Pleasures of shopping reject Seeking low-cost *** accept Seeking convenience reject Pleasures of shopping accept Purchasing Seeking low-cost accept Intention Flow accept Trust accept The goodness of fit of measurement x = , DF=195, P=0.000, CMIN/DF=1.370, GFI=0.901, model AGFI=0.872, NFI=0.924, IFI=0.978, CFI=0.978, RMSEA=0.041 *is path coefficient and Level of significance is p<0.05. Third, seeking low-cost of social commerce's shopping motivation has influence on the flow (0.734, C.R.=4.965, p<0.05). Since social commerce can provide consumers with economic-benefit goods, the rise in seeking low-cost will increase the flow. Seeking low-cost also have an impact on trust (0.612, C.R.=3.988, p<0.05). That is because consumers of the social commerce consider special half-price concessions to be economically favorable, so you have to be inclined to trust. Also, seeking low-cost has the effect on purchase intention (0.330, C.R.=2.014, p<0.05). This is consistent with the results of the basic research [23] [31]. Such studies result from the feeling of social commerce s high value for consumer, so purchase intention will increase. Fourth, flow of social commerce has influence on purchase intention (0.195, C.R.=2.143, p<0.05). As consumer s flow increase, the consumer's purchase intention appears, and also it becomes the basic factor of social commerce. Finally, the social commerce s trust has effect on purchase intention (0.204, C.R.=2.784, p<0.05). The trust is very important, for the social commerce purchase intention in decisive factors, that is to say, more trust do, more purchase intention do. 6. Conclusion and Recommendations This research is to grasp the social commerce shopping motivation, especially to identify what kind of influence these shopping motivations have on flow, trust and purchase intention. The empirical analysis is made by a questionnaire collected by consumers who had experiences on social commerce shopping with PASW Statistics 18.0 and Amos The results of the study are briefly as follows: First, seeking convenience and seeking low-cost in shopping motivation of social commerce have influence on flow, especially seeking low-cost. Second, seeking low-cost of shopping motivation of social commerce has influence on trust. That is to say, users of social commerce would tend to trust considering the economic interests created by peculiar half-price tickets. Third, the pleasures of shopping, seeking low-cost, flow, trust in shopping motivation of social commerce have influence on purchase intention. Through such results we can know, seeking low-cost have influence on flow, trust and purchase intention. This kind of research results can show that consumers purchase intention will increase if they feel high value and happiness in social commerce. Fourth, the pleasures of shopping of shopping motivation have no influence on flow, although social commerce users do shopping, but consumer flow degree will fall when they are treated impolitely simply in order to entertain or to kill time, make fun of the shopping to use cheap goods or coupons. 146

11 Fifth, seeking convenience and pleasures of shopping have no effects on trust, the results of the study derive from the face that although social commerce web sites can provide convenience and cheer for consumers seeking for convenience and entertainment, they cannot bring consumers trust. Sixth, seeking convenience in shopping motivation of social commerce has no effect on purchase intention. This is because, compared with traditional internet shopping mall, consumers think the social commerce is complex. From these we can judge that consumers won't buy if they can't feel convenient purchasing goods in social commerce. Seventh, the social commerce flow and trust all have influence on purchase intention for such result, consumers will want to buy goods in social commerce when they feel flow and trust, or consumers have the idea of buying goods in social commerce whenever they want to buy. The marketing implications this research can give social commerce enterprises are as follows: First, social commerce s shopping environment attract consumers with rapid growth of South Korea social commerce, you have access to social commerce any time and place, social commerce enterprises need to improve social commerce shopping environments, such as updating social commerce web site, sending coupons more conveniently. Social commerce enterprises should strive to strengthen social commerce convenience, and form the relationship between consumers and flow. Second, cheap goods that social commerce sites provide have very big effect on flow, trust and purchase intention. Good use of low price strategy is very important, and the pursuit of value among the consumers now increases gradually, so if enterprises continue to provide preferential price, they will keep consumers by the increase of interests of consumers. Third, when enterprises constantly provide relevant preferential price, they should also provide consumers with various fun events. If they focus on happy shopping, they will activate consumers participation, and can increase consumer buying intentions. So, in order to let consumer actively participate in social commerce, enterprises should have more events making consumers feel cheerful. Finally, flow and purchase intention have positive effects on trust, so, according to the results, social commerce enterprises should consider factors causing flow, trust, what important is to set up the strategy help consumers produce flow and trust, and through them, to keep the excellent consumers who have purchase intention in social commerce site. Although this study can provide meaningful points, they have restrictions: First, this study is based on consumers who have purchase experience with social commerce sites these consumers are almost 20 to 30 year-old students the results of the study regard all domestic consumers as the object, so lack of generalization, then there are restrictions. So, in the later study, in order to ensure the universality of the respondents, questionnaire data should be collected for better results. Second, according to the basic research, the study get three social commerce shopping motivation, actually, exporting shopping motivation on other sides are also possible. So, in the later study, it is necessary to add shopping motivations this study failed to take into account. Finally, because the advanced study interfering with the social commerce is not enough, and now active social commerce site is not much, this paper survey, just collectively referred to as social commerce, and use no real web site. It will be very abstract, or exist possible deviation using virtual web sites which have social commerce shopping motivation methods in questionnaire part. Therefore, in the later study, it is necessary to grasp shopping motivation on the real social commerce sites. In addition, users on actual web sites should be the study objects. 7. References [1] Babin Barry J., Darden William R., Griffin. Mitch, "Work and or fun: Measuring hedonic and utilitarian shopping value", Journal of Consumer Research, Vol.20 No.4, pp , [2] Been Kwon, "Factors influencing the consumer trust and purchasing intention in shopping mall", Konkuk University, Master's Thesis, [3] Byung-Sook Hong, Youn-Kue Na, "The Effect of the Perceived Hedonic Value, Usefulness and Ease of use on Attitude toward using in Internet Shopping Mall and Purchase Intention of the Fashion Merchandise", Journal of the Korean Society of Clothing and Textiles, Vol.32 No.1, pp ,

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