Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Effects of Product and Situation on Internet Browsing Behavior for Fashion Products

의류 제품특성, 상황특성이 소비자의 인티넷 탐색 행동에 미치는 영향

  • Shim, Soo-In (Dept. Clothing & Textiles, Seoul National University) ;
  • Jang, Se-Jung (Dept. Clothing & Textiles, Seoul National University) ;
  • Lee, Yu-Ri (Dept. Clothing & Textiles, Seoul National University Research Institute of College of Human Ecology, Seoul National University)
  • 심수인 (서울대학교 의류학과) ;
  • 장세정 (서울대학교 의류학과) ;
  • 이유리 (서울대학교 의류학과/생활과학연구소)
  • Published : 2008.07.31
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Abstract

The purpose of this study is to investigate the effects of product variables(i.e., fashionability, brand fame) and situational variables(i.e., time constraint, usage occasion) on the internet browsing behavior (i.e., prepurchase search; ongoing search for products, stores, fashion trends, promotions, and post-purchasing information) for fashion products. This study developed hypothetical scenarios based on the factorial design of the two independent variables for the survey with a questionnaire. All items in the questionnaire were measured on a six-point scale. By convenience sampling and on-line survey, a total of 209 usable responses were used for further analyses. The results show as follows; firstly, respondents more intensively browse for information search on products, stores and fashion trends when the style of browsing products is trendy. Secondly, whether the fashion products have a famous brand name or not has a significant influence on browsing behavior for stores and fashion trends information search. Thirdly, time constraint is found to influence significantly on respondents' browsing for promotions information search. Lastly, occasion for product worn shows a significant influence on browsing behavior for stores and fashion trends information search. The managerial implications are provided based on findings.

Keywords

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