• 복식문화연구
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• 제26권1호
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• pp.1-18
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• 2018

In this study, the effects of anticipated regret and perceived uncertainty on price sensitivity or purchase hesitation in overseas purchasing are analyzed along with the effects of price sensitivity on purchase hesitation. The survey was conducted among internet fashion consumers with experience in overseas purchasing and 480 responses were used in the data analysis. The results showed the psychosocial anticipated regret positively influenced the price importance, and the service, product and psychosocial anticipated regret positively influenced the price search. The preference and psychology uncertainty positively influenced the price importance, and the information and psychology uncertainty positively influenced the price search. The price importance positively influenced payment stage hesitation and shopping cart abandonment, and the price search positively influenced purchase hesitation in overseas purchasing. The functional, service and psychosocial anticipated regret positively influenced payment stage hesitation, and the service and psychosocial anticipated regret positively influenced shopping cart abandonment and overall purchase hesitation. In addition, the perceived uncertainty positively influenced the payment stage hesitation, and the information and psychology uncertainty positively influenced the shopping cart abandonment and overall purchase hesitation. The results of this study will be helpful for developing the marketing strategy for customer relationship management for overseas internet shopping web-sites.

• 복식문화연구
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• 제24권3호
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• pp.385-398
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• 2016

In a world where opportunities and chances are common, the phenomenon referred to as "generation maybe" describes people in their 20s and early 30s who are usually being indecisive. With the increase in breadth of information and choices, the number of people who are hesitant in deciding whether to purchase increases at a fast pace, as does the number of products and services targeting this group. In order to enhance our understanding of the phenomenon of consumer hesitation, this study explores contextual factors and consumer characteristics that affect consumer hesitation in the purchase decision-making process. Specifically, this study examines whether seven contextual factors, self-determination tendencies, and five decision-making styles influence consumer hesitation in the product decision making process. An online survey was administered to test our research questions. A total of 309 Korean consumers (female=48.9%) aged from 20 to 35 were surveyed. A regression analysis revealed that four contextual factors (product involvement, need for information on alternatives, relative price, and uncertain need), two sub-dimensions of self-determination (perceived competence and relatedness), and two decision-making styles (price seeking and advice seeking) have noticeable influences on consumer hesitation. We also found that the degree of consumer hesitation positively influences consumer post-purchase satisfaction. The study concludes with discussions and practical implications.

• 한국식품조리과학회지
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• 제31권3호
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• pp.328-334
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• 2015

The survey was conducted to investigate the perception and purchase behaviors regarding environment-friendly agricultural products (EFAP). 353 questionnaires were collected from college students in Daejeon and analyzed using SPSS 21.0. The students recognized EFAP as foods containing less or no agricultural pesticides and chemical fertilizers. More food major students knew the definition of EFAP compared to non-food major students (p<0.05). The students discriminated EFAP based on certificat on label and obtained information about EFAP from TV/home shopping. More non-food major students purchased EFAP than food major students (p<0.001). The main reason for hesitation with EFAP purchases was the high price. However, students purchased EFAP because of their family's safety. Price reduction is the most important factor to promote the consumption of EFAP. Proper education programs are required so that college students can easily purchase EFAP to promote safe and healthy dietary habits.

• 디지털융복합연구
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• 제13권7호
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• pp.79-88
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• 2015

본 연구에서는 신체에 대한 불만족이 체중조절행동을 유발한다는 점에 착안하여 이를 인터넷 쇼핑행동 중 사이즈 위험지각과 연결시켜 구매결정 유보행동에 이르는 영향관계를 실증적으로 알아보았다. 연실증연구결과 체중조절행동에는 식이요법, 물리적 시술 및 약물복용, 그리고 운동의 세 가지 주요활동이 있는 것으로 나타났다. 신체중조절행동에 있어서 성별의 차이는 나타났으나 연령 차이는 도출되지 않았다. 신체에 대한 불만족 중 체형에 대한 불만족은 운동에 의한 체중조절행동에 유의한 관계를 주었으나 신장과 몸무게에 대한 불만족은 체중조절행동과 관계가 나타나지 않았다. 치수위험지각에는 체중에 대한 불만족이 유의한 영향을 미쳤으며, 식이요법과 물리적시술 및 약물복용 행동이 치수위험지각에 유의한 영향을 주었다. 치수위험지각은 결국 구매연기나 오프라인 전환과 같은 구매결정유보행동에 유의한 영향을 줌으로 해서 온라인쇼핑에 영향을 미치는 것으로 나타났다. 본 연구는 체중조절행동과 신체불만족, 그리고 온라인 쇼핑시의 치수위험지각을 연결시킨 융합적 접근방법을 통하여 관련변수들의 영향관계를 살핀 데에 의의가 있다.

• 디지털융복합연구
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• 제10권4호
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• pp.1-9
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• 2012

새로운 IT제품인 3차원 텔레비전(3DTV)은 우리생활에서 TV가 방송을 시청하는 도구 이상으로 다양한 분야에 활용될 수 있다는 가능성을 제시하고 있다. 3DTV는 2차원 TV보다 우수한 효능을 갖지만 내제된 문제점을 개선하기 위해 지속적인 기술개발을 요구하고 있다. 이러한 혁신기술들은 품질이 수용과 사용에 중요한 영향을 미치기 때문에 효과적인 품질측정 방법으로 품질개선을 요구한다. 본 연구에서는 계층적분석과정을 사용한 3DTV의 품질 측정 방법을 제안하였다. 문헌적 고찰을 통하여 3DTV의 품질기준들을 도출하고, 품질측정 방법으로 품질 갭을 계산하는 대신 상대적 품질척도인 품질비율 개념을 제안하였다. 네 가지 유형의 품질개념을 제안하였고, 수치적인 예제를 통하여 3DTV의 품질점수 도출과 3DTV간 품질 우선순위를 계산하는 절차를 보였다.

• 디지털융복합연구
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• 제11권3호
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• pp.41-48
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• 2013

3차원 텔레비전(3DTV)는 이차원 텔레비전(2DTV)을 대체할 새로운 혁신기술로 여러 제조사로부터 다양한 모델이 출시되고 있다. 3DTV는 매력적 요소에도 불구하고 내재된 문제점, 제조사별 기술적 차이점 때문에 소비자들은 제품선정을 위한 복잡한 의사결정 문제에 직면한다. 일반적으로 구매자들은 제품 사양을 비교하는 방식을 사용하지만 3DTV 특성상 실제 체험한 후 선택하는 것이 바람직하다. 본 연구는 소비자들이 3DTV 구매 의사결정을 지원하기 위한 일련의 방법론을 제안한다. 제품선정 기준을 도출하고 계층적분석과정(AHP) 모델을 구축한다. 이용자 테스트 방법을 제안하며 수치적 예제를 통해 제품의 우선순위가 결정되는 과정을 보인다.

• 유통과학연구
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• 제20권2호
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• pp.1-9
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• 2022

Purpose: The online distribution channel has attracted the attention of retailers by potential impact on consumers' purchase intention. The objectives of this study are to provide an insight into how to encourage consumers' impulse buying behavior on commercial website as well as attempts to reveal factors that influence consumers' impulsive buying behavior in the online shopping environment. Research design, data and methodology: The research framework is based on the stimulus-organism-response (S-O-R) framework. The Meta-analysis method carried out the research, gathering data from 37 published studies. Results: The research findings suggest that intrinsic motivations such as perceived ease of use, perceived enjoyment, and online flow experience play a significant role in boosting consumers' hedonic value when buying and online. In addition, these findings help online retailers use appropriate marketing stimuli such as offering pricing incentives, promotion tactics, and improved communication effectiveness. Also, obtaining a better grasp of how to build a website to improve the consumer experience generally helps consumers feel the urge to buy impulsively and act without hesitation. Conclusions: This research confirms a direct positive relationship between marketing stimuli and hedonic shopping value, which may support an applied theoretical framework for future research and provide managerial implications for retailers in online distribution channels.