• 패션비즈니스
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• 제17권5호
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• pp.57-69
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• 2013

The purpose of this study is to compare the traditional shopping model and virtual avatar fitting model with regards to credibility and favorable impression effects on shopping mall satisfaction, product preferences, and purchasing intentions of apparel e-commerce. Questionnaires are distributed to 10-30s years old consumers who live in Seoul. Data are analyzed by descriptive statistics, Cronbach's ${\alpha}$, and regression analysis. The results are that the provoked credibility and favorable impression from the traditional shopping model affects the consumers' shopping mall satisfaction and buying intention in descending order. In additional, the credibility from traditional shopping model affects the product preference. The provoked credibility from the virtual fitting model influences the consumers' product preferences, and buying intentions. The favorable impression from the virtual fitting model affects shopping mall satisfaction. In general, provoked credibility from virtual avatar fitting model and traditional shopping model play key roles which could influence the consumers' buying intention.

• 패션비즈니스
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• 제24권4호
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• pp.85-98
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• 2020

The Internet of Things (IoT) shopping environment can provide benefits and risks to consumers, including shopping convenience and invasion of consumer rights, respectively. We experimentally tested whether exposure to information regarding the benefits and risks of IoT shopping would elicit changes to consumer perceptions of the importance of shopping convenience and rights to information, as well as shopping intention among young online shopping consumers. The participants (N=218) were randomly assigned into one of two experimental conditions. The control group was exposed to a news article and a video emphasizing the shopping convenience of the Amazon Dash Button service, while the experimental group was exposed to the same news article and video provided to the control group, along with a news article about the judgment of the Munich court that the Dash Button violates German consumer law. We found an interaction effect of experimental condition and time on changes to the perceived importance of shopping convenience and shopping intention. The changes to the perceived relative importance of shopping convenience to consumer rights to information from pre- to post-manipulation differed significantly between the two experimental groups. The results of this study emphasize the importance of providing information on both the benefits and risks of IoT shopping. This was the first experimental study to examine the possibility of the invasion of consumer rights to information in the IoT shopping environment. This study urges researchers, marketers, and policy makers to focus more on consumer rights to information in the newly coming IoT shopping environment.

• 한국의류산업학회지
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• 제15권5호
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• pp.763-776
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• 2013

This study investigated the uncertainty, regret experience, and negative behavior intention of fashion consumers according to the types of internet shopping malls. The data was obtained from internet fashion consumers, and 394 responses were used in the data analysis. The statistical analysis methods were frequency analysis, factor analysis, reliability analysis, t-test, ANOVA, and regression analysis. As results, the uncertainty of internet fashion consumers was composed of two factors; information uncertainty and preference uncertainty. The regret experience was composed of function or service regret, suitability regret, and product regret. Also, the negative behavior intention was composed of purchase switching intention and purchase deferral intention. The information uncertainty of fashion consumers positively affected the negative behavior intention in all types of internet shopping malls (e.g., open market, integrated shopping mall, and fashion specialized shopping mall). In open market, the preference uncertainty negatively affected the purchase switching intention; however, the preference uncertainty positively affected the purchase deferral intention. In open market and fashion specialized shopping mall, the product regret of internet fashion consumers positively affected the negative behavior intention. In addition, there were partially significant differences in the factors of uncertainty, regret experience, and negative behavior intention by gender and marital status of demographic characteristics. The results of this study will provide useful information to the marketing strategies considering fashion consumer's negative emotion and behaviors according to the types of internet shopping malls.

• 가족자원경영과 정책
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• 제10권3호
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• pp.149-169
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• 2006

As e-commerce is expanding rapidly, the consumer's damage in the e-commerce is also dramatically increased. This research was mainly focused on the consumer's damage experiences through the e-commerce, the consumer's behavior's when they were confronted with troubles, and the way to handle their damages in the e-commerce. This research was made with the intention of not only supplying the academic data on the consumer's damage but also understanding the consumer's basic behavior patterns in e-commerce. This research was supported by the surveys conducted to consumers who had previously experienced fashion e-commerce. Total 1230 questionnaires out of returned questionnaires were sampled for the final analysis. Main findings are as follows. 1) More than 90% of respondents answered that they had experienced troubles 2) Most consumers did complain their damages actively and tried to obtain proper cure from the seller.

• 한국정보통신학회논문지
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• 제21권2호
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• pp.373-378
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• 2017

온라인 쇼핑 시장이 성장하는 가운데 소비자의 구매 프로세스는 온 오프라인의 경계 없이 복잡해졌고, 지능적인 맞춤형 서비스를 원하는 스마트 컨슈머가 등장하였다. 변화하는 소비자 및 소비 환경에 따라 각 관련 분야의 기업들은 다양한 옴니채널과 O2O 서비스를 제공하고 있으나 패션업계에서의 대응은 많이 늦은 편이다. 그리고 최근에 사물인터넷 환경도 표준화 기반 오픈 플렛폼으로 변화하고 있으며 사물의 유형에 따른 지능적인 서비스의 다양화가 요구되고 있다. 본 논문 에서는 패션업계에 적합한 스마트 피팅 디스플레이를 활용한 패션 O2O 시스템을 제안한다. 제안하는 시스템은 오프라인 매장에서 사용자가 수행한 피팅에 관한 정보를 데이터베이스화하여 사용자에게 제공하며 오프라인에서 수행한 사용자의 활동들을 온라인에서도 지원함으로써, 사용자의 구매활동을 지속적으로 유지, 관리할 수 있도록 한다. 아울러, 매장관리시스템 및 배송시스템의 정보 연계를 통해 고객 중심의 지능적인 피팅 서비스가 가능할 것으로 기대한다.

• 한국의류학회지
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• 제39권5호
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• pp.765-777
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• 2015

This study examined the e-WOM acception and transmission motive of Chinese online fashion product shoppers in their 20s and analyzed the effect of acception and transmission motive factors on acception and transmission behavior. This study investigated the effect of acception and transmission behaviors on purchase satisfaction. Analysis was conducted with data collected from 373 Chinese individuals in their 20s. Data were analyzed with factorial analysis, ANOVA, multiple regression analysis, chi-square test, paired t-test, and Cronbach's ${\alpha}$ using SPSS 18.0. The results were: 1. The factor analysis of e-WOM acception motive extracted two factors: risk reduction and confidence. The factor analysis of e-WOM transmission motive extracted three factors: Compensation/pleasure, advice, and emotion expression. 2. The two motives of e-WOM acception affected acception behavior. Confidence motive affected acception behavior more than risk reduction motive. The three motives of e-WOM transmission motives affected transmission behavior. Transmission behavior affected by advice, compensation/pleasure, and emotion expression in order of significance. 3. e-WOM acceptance behavior affected purchase satisfaction more than transmission behavior.

• 감성과학
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• 제19권1호
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• pp.71-82
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• 2016

소비자들은 구두를 단순히 발을 보호하고 편안하게 해주는 역할 뿐만 아니라 장식과 자아 이미지를 표현해주는 패션제품으로써 인지하는 경향이 있다. 온라인 시장 분석에서 구두가 소비자들의 일상생활에서 중요한 제품이라고는 하였지만 인터넷 구두 시장을 조사한 연구는 드물다. 본 연구는 인터넷 구두시장에서 구두 e-충동구매과정에 대한 쇼핑성향, 마케팅 자극, 소비자들이 인지하는 위험지각의 영향에 초점을 맞추어 조사하였다. 최근 6개월 동안 구두 e-충동구매를 경험한 적이 있는 대학생들 총 408명을 대상으로 자기기술형식의 자료를 수집하였다. 결과에 의하면, 쾌락적 쇼핑성향이나 브랜드 쇼핑성향이 높은 소비자들은 인터넷에서 제공하는 마케팅 자극(판매촉진 자극이나 제품자극)을 더 많이 인지하였고, 반면 경제적 쇼핑성향의 소비자들은 마케팅 자극을 더 낮게 인지하였으나 기능적인 위험은 더 높게 지각하는 것으로 나타났다. 구두의 경우, 마케팅 자극이 강할수록 e-충동구매는 증가하였으나 소비자들이 지각하는 위험은 e-충동구매에 아무런 영향을 미치지 않았다. 이러한 연구결과는 소비자의 쇼핑성향에 영향을 받는 마케팅 자극이 구두 e-충동구매를 유발하는데 중요한 요인임을 제안한다.

• 한국인터넷방송통신학회논문지
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• 제22권6호
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• pp.185-190
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• 2022

오픈 데이터는 많은 경제적 가치를 지닌다. 우리나라 뿐만 아니라 여러 나라에서도 오픈 데이터를 확장하고 활용하기 위하여 갖은 정책과 노력을 기울이고 있다. 하지만 우리나라는 많은 데이터를 가지고 있음에도 불구하고 이를 잘 활용하지 못하여 효과를 보지 못하고 있어 여러 산업에서 다양한 시도가 필요하다. 그중에 패션 산업에서는 소비자의 단순 변심에 의해 교환, 환불 문제가 가장 많다. 이러한 문제를 해결하기 위해 서비스 제공자에게 더 나은 피드백이 필요하며 소비자의 요구사항이 반영된 사용자 리뷰와 함께 불만 사항이 개선된 이미지를 보여줌으로써 해결하고자 한다. 본 논문에서는 소비자의 요구사항을 파악하기 위해 온라인 쇼핑몰 사이트에서 사용자 리뷰 분석을 진행하고 K-fashion 데이터의 속성을 활용하여 제품에 대한 속성을 정의한다. 제품에 대한 사용자의 요구를 불만 속성으로 정의하고, 이에 해당하는 속성을 가진 라벨링 데이터를 검색하여 서비스 제공자에게 사용자의 요구사항을 텍스트 데이터나 속성 뿐만 아니라 이미지 또한 제공하여 제품 개선에 도움을 주고자 한다.

• 한국의류산업학회지
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• 제15권4호
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• pp.533-542
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• 2013

Fashion products are frequently purchased on impulse and are also one of the most popular product categories sold online. Online environment attributes can facilitate flow experiences that are described as an optimal psychological state reached during an engagement in activities (e.g., games and e-shopping). This study estimated the path model to examine the causal relationships among shopping mall attributes, flow, e-impulse buying, and consumer satisfaction for fashion products. A total of 598 usable questionnaires were obtained from college students who had purchased fashion products through the Internet. Data were analyzed by exploratory factor analysis, confirmatory factor analysis, and path analysis using SPSS 18.0 and AMOS 18.0. The results showed that e-shopping mall attributes (visual attributes and product attributes) significantly influenced e-impulse buying (fashion-oriented impulse buying and promotion-oriented impulse buying) which was mediated by the consumer flow experience and then influenced by consumer satisfaction. In the path model, the flow was stimulated by shopping mall attributes, the e-impulse buying was influenced by flow, and the consumer satisfaction was influenced by e-impulse buying. Flow was the most highly related to the fashion-oriented impulse buying, and followed by the relationship of the flow and promotion-oriented impulse buying in the context of e-shopping for fashion products. A managerial implication was discussed for fashion product e-retailers to develop strategies on visual attributes and product attributes that could stimulate and increase the consumer flow to trigger impulse buying as well as consumer satisfaction.

• 한국의류산업학회지
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• 제4권3호
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• pp.235-242
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• 2002

The purpose of this study was to investigate the types of perceived risk of Internet shopping and the impact of perceived risk on purchasing behavioral intention of Internet shopping mall shoppers. A self-administrated questionnaire was e-mailed to INR research (www.inr.co.kr) panel who had purchasing experience of fashion product through Internet shopping mall. The perceived risk was reduced when the innovativeness increased and purchasing experience in Internet shopping mall increased. The financial risk had an effect on purchasing intention, and social/psychological risk had impact on revisiting intention and word-of-mouth intention negatively. The performance risk perception had significantly negative influence on word-of-mouth intention. Internet using time per week, purchasing experience and Internet innovativeness were positive impact on purchasing behavioral intention of Internet fashion product.