• 복식문화연구
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• 제10권5호
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• pp.493-503
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• 2002

This study examined consumer characteristics and consumers' clothing purchase behavior for each of the four fashion brand types. The ultimate purpose of this study is to suggest the most effective marketing strategy for competitive advantage in fashion brand strategy. The subjects selected for the final analysis are 412 women of age 20 thru 34 in Seoul and areas. The data were analyzed using frequency, percentage, factor analysis, chi-square test, ANOVA, duncan test. The results of our study indicate that it is possible to meaningfully describe and contrast four brand types based on consumer's characteristics and purchase behavior. 1. The clothing brand is classified into four types : Designer brand 10.9%, National brand 27.2%, Middle-price brand 36.2%, Low-price brand 25.7%. 2. There are significant diferences according to four brand types in the demographic traits such as age education and income the average monthly spending on clothing. 3. There are an important discrimination according to tow brand types in their clothing purchase behavior such as information usage, clothing choice criterion and brand choice motivation. 4. Based on the result of this analysis and the review of literature, the brand strategy is suggested that characteristic and products development is efficient way to each brand consumers' purchase need. Therefore each brand which pursue an added value must frame marketing strategy on the basis of the target consumers' sensitivity characteristic according to the fashion consciousness.

• 한국의류학회지
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• 제39권2호
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• pp.294-306
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• 2015

This study investigated how the travel motivation of Korean overseas tourists influenced shopping behavior. We first identified factors of the travel motivation and then categorized types and attributes of shopping products and shopping stores. We then examined the relationship between the travel motivation and shopping products and shopping channels. A questionnaire method was applied for this survey, while factor analysis and regression analysis were used to analyze data. The results are listed below. First, nature & leisure, rest, family, pleasure, hobby & fitness, and discovery were identified as 6 factors of travel motivation. Second, shopping products of overseas tourists were categorized into three types: fashion & luxury, daily goods, and memento. There were four attributes of products, namely, design, utility, economy, and prestige. Major types of shopping stores were souvenir shops, fashion channels and local markets; the shopping store attributes identified were location & salesperson, assortment & atmosphere, and display. Third, overseas tourists' motivation was shown to influence the selection of product types and attributes. Those who traveled for rest, family, pleasure, hobby & fitness orientation were inclined to purchase fashion & luxury goods, and daily goods; however, those who traveled for rest and hobby & fitness orientation also tended to buy memento. The effect of the travel motivation was shown to be different according to product attributes. Fourth, tourists' motivation was shown to affect store type selection and attributes. Those whose traveled for rest, family, pleasure, hobby & fitness preferred souvenir shops while those seeking nature & leisure and pleasure tended to visit fashion channels and local markets more often. Travelers seeking nature & leisure and discovery cared for all three store attributes while family oriented and pleasure seeking tourists considered shopping store location, salesperson and display attributes as important.

• 한국복식학회:학술대회논문집
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• 한국복식학회 2003년도 International Costume Conference
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• pp.84-84
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• 2003

Rapid changes in the period has altered the changes in consumption. The concept of consumption changed from simply being supplied with goods to the one that considers values' or buying images such as services and information along with the product. Diversification or individuality of values caused demands in store differentiation for companies in industrial activities and due to such demands, a necessity of visual merchandising needed for strategic image plans has been emphasized. Therefore, an objective of this research was to clarify differences of demographical variables of clothing purchase behavior according to the response level of department store VMD and to investigate about the correlations with clothing purchase behavior to provide fundamental guidelines in establishing strategies of VMD according to consumption motivation as a new perception about life style.

• 문화기술의 융합
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• 제7권4호
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• pp.405-413
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• 2021

본 연구에서는 이용과 충족 이론 토대로 럭셔리 패션 브랜드 인스타그램 계정을 이용하는 소비자들의 이용 동기를 분류하고 이용 동기에 따라 경험하게 되는 몰입 상태의 즐거움과 구매의도에 미치는 영향을 실증적으로 연구하였다. 분석결과, 본 연구를 통해 얻어진 결론은 다음과 같이 정리할 수 있다. 첫째, 럭셔리 패션 브랜드 인스타그램 이용 동기는 몰입에 유의한 정적인 영향을 미치며 사회적 상호작용 동기, 정보적 동기, 유희적 동기 순으로 영향력이 있는 것으로 나타났다. 이용동기 중에서 사회적 상호작용 동기가 몰입에 가장 큰 영향을 미치는 것으로 확인되었다. 둘째, 럭셔리 패션 브랜드 인스타그램 계정 이용 시 소비자의 몰입상태가 즐거움과 같은 긍정적 정서를 유발하여, 이는 구매의도에 정적 영향을 미치는 것으로 나타났다. 셋째, 럭셔리 패션 브랜드 인스타그램 계정 이용자 특성인 연령대는 정보적 이용동기와 몰입 간의 관계에서 유의한 정적 조절효과를 가졌고 유희적 이용동기와는 유의한 부적인 영향을 보였다. 본 연구 결과를 통해 럭셔리 패션 브랜드의 주요한 커뮤니케이션 수단으로 활용되는 인스타그램 계정의 이용과 관련된 소비자 심리에 대한 실증적 결과를 얻었고, 이는 기존 관련 선행연구 흐름에 기여했다.

• 복식문화연구
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• 제26권1호
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• pp.109-124
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• 2018

As fashion and distribution companies have increasingly turned to implementing marketing activities that use omni-channel strategies, it is imperative to explore consumer-oriented evaluations of omni-channel shopping for fashion products. Through contributing to the growing research flow of consumer behavior within omni-channel contexts, the current study explores consumer motivations for omni-channel fashion shopping and their impacts on the decision-making stages of fashion products. The authors first performed in-depth interviews with six Korean consumers and confirmed the four types of consumer motivation for omni-channel shopping, and how decision-making processes react to fashion companies' omni- channel marketing strategies. These findings were used to set survey items for the main study. Based on the results and findings of previous literature, an online survey was conducted with 300 participants who had actual experience with omni-channel shopping for fashion products. The statistic results from the survey revealed the following: First, the in-depth interviews allowed the authors to confirm four factors of omni-channel shopping motivation (ubiquity, efficiency, convenience, and impulsiveness). Second, the survey showed the authors that among the four factors of omni-channel shopping orientation, impulsiveness had the greatest effect on consumer behaviors at the preand on-purchase stages, while the ubiquity factor had the greatest effect at the post-purchase stage. As such, the study empirically tested the omni-channel-specific factors of shopping orientation and motivation. In addition, it showed the effect of omni-channel marketing on various stages of the decision- making process and the study's limitations and implications were discussed.

• 한국콘텐츠학회논문지
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• 제16권6호
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• pp.73-81
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• 2016

전자상거래는 인터넷상에서 직접적인 접속을 통해 소비자들이 필요 정보를 검색하고 제품이나 서비스를 구매하는 것을 가능케 한다. 인터넷상의 구매 행위는 실질적인 경험은 아니지만 그림이나 제품 정보 및 광고 등에 근거하여 이루어진다. 본 연구에서는 이란의 전자상거래 시장을 활성화하기 위해, 인터넷 쇼핑몰에서의 젊은 성인층의 구매 행태를 분석하였다. 즉, 인터넷 쇼핑 동기유발과 인터넷 쇼핑몰 선택에 영향을 미치는 요인들을 조사하였으며, 이러한 요인들과 성별, 직업, 연령, 교육정도와 같은 다른 요인들 사이의 상관관계를 밝히기 위해 통계적 가설검증을 수행하였다. 이 결과, 인터넷 쇼핑몰 선택 요인 중의 하나인 '풍부한 제품 정보' 요인에는 남녀 성별 차이가 존재한다는 것과, 쇼핑 동기 유발 요인 중의 하나인 '제품 비교 기능' 요인에도 남녀 차이가 존재한다는 것이 드러났다. 또한, '월 평균 구매 빈도' 요인은 학생과 비학생 간에 차이가 존재하였다. 그리고 일반적으로 이란 젊은 성인층에서는 인터넷 쇼핑몰에서의 상품의 품질을 신뢰하지 않으며 인터넷 쇼핑몰의 안전성에도 만족하지 못하고 있다는 것을 밝혀냈다.

• 한국식품영양학회지
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• 제29권5호
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• pp.795-800
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• 2016

The objective of this study was to propose motivation for the analysis of consumer's purchasing behavior and willingness to pay for the new soymilk products in cooperative stores. We surveyed the purchasing behavior, willingness to purchase, willingness to pay, and impact factors on willingness to pay. The results indicated that most consumers drank soymilk more than once per week. The reasons for consuming soymilk were health, nutrition, and taste, in order. When purchasing soymilk, consumers considered environment-friendly, quality, country of origin, brand, and price, consecutively. Taste was also an essential quality factor. Thus, consumers showed some willingness to purchase new soymilk products. In addition, cooperative members considered environmental characteristics of raw material and improvement of preference for final product as more important than functionality or food additives. Differentiation of process and marketing strategies are required for the development of soymilk products for cooperative members.

• 동아시아식생활학회지
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• 제27권3호
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• pp.243-256
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• 2017

This study attempted to improve frying powder products based on 272 consumers' purchase conditions. Factor analysis by type was conducted on purchase attributes of consumers who purchased frying powder by categorizing them based on five factors-namely, convenience, information, diversity, safety, and economy. Five main factors were divided into four purchase attributes named various pursuit, convenience pursuit, economical pursuit, and inform/safety pursuit. Purchasing status of frying powder products was analyzed according to three independent variables such as age, meal preparation type, and purchase attributes. The top motivation for using frying powder was convenience. According to the importance-satisfaction analysis survey, taste, expiration date, and certification mark were chosen as highly important and high satisfaction characteristics for frying powder (p<0.001), whereas nutrition, oil absorption, adhesiveness, crispiness, origin, and food additives were highly important and low satisfaction characteristics (p<0.001). In the conjoint analysis, crispiness was the most important attribute of fried food.

• 한국의류산업학회지
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• 제18권3호
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• pp.317-326
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• 2016

The main purposes of this study were to segment Chinese consumers who purchase fashion products through internet commerce according to internet shopping values, to compare their online word-of-mouth acceptance and dissemination behavior, and to examine the demographic characteristics and purchase behavior of the segments. 715 questionnaires were collected through internet survey from January $19^{th}$ to March $16^{th}$, 2015 and a total of 488 were used for the final data analysis. The respondents were twenty to thirty nine years old men and women living in all over China. Hedonic and utilitarian shopping values were identified through factor analysis and based on the shopping values, the respondents were categorized into four groups-ambivalent shopping value group, hedonic shopping value group, utilitarian shopping value group and indifferent group. Among these groups, there were significant differences in terms of online word-of-mouth acceptance as well as dissemination level and motivation. In overall, ambivalent shopping value group showed high online word-of-mouth acceptance as well as dissemination motivation. The groups also showed significant differences in clothing selection criteria, frequently purchased internet shopping sites, online clothing shopping frequency and information sources. The groups also differed in terms of age, residential area, education level, occupation and income. However, there were no significant differences in gender and marital status among the groups.

• 한국융합학회논문지
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• 제9권5호
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• pp.157-169
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• 2018

본 연구는 보험소비자의 자발적 구매동기가 보험소비만족에 어떠한 영향을 주는지 확인하고자 하였다. 심리학의 자기결정성 이론에 근거하여 자발적인 구매동기를 유발하는 소비자의 심리적 욕구를 포함하여 보험소비만족에 대한 직 간접적 영향을 파악하고자 하였다. 보험소비자 1,225명 대상의 온라인 설문조사 자료를 이용하여 구조방정식 분석을 통해 연구 가설과 모형을 증명하였다. 연구결과, 소비자가 구매의 필요성을 스스로 인지하는 자발적인 구매동기에 의한 구매시 보험소비만족이 높아지고, 보험소비자율성과 보험소비환경에 대한 긍정적 인지는 자발적 구매동기를 높이며, 이를 매개로 소비만족에 기여하는 것으로 나타났다. 본 연구를 통하여 보험회사의 과도한 마케팅과 보험소비자의 자기과신은 보험소비만족을 저해할 수 있으며, 보험소비자의 자율적권리와 책임 인식을 높이는 금융소비자의 소비태도 교육이 필요하다는 시사점이 도출되었다.