• 한국의류산업학회지
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• 제15권3호
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• pp.381-392
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• 2013

This study analyzed the effects of internet fashion consumer characteristics and shopping motivation on price sensitivity as well as the effect of price sensitivity on negative purchasing behavior. A survey was conducted from August 10 to September 20 in 2012 and 364 responses were used in the data analysis. The statistical analysis methods were frequency analysis, factor analysis, reliability analysis, and multiple regression analysis. The characteristics of internet fashion consumers were composed of innovation tendency, impulse buying tendency, information orientation, and variety seeking tendency. Shopping motivation was composed of convenient motivation, social motivation, hedonic motivation, product motivation, and economic motivation. The information orientation and variety seeking tendency of internet fashion consumers influenced the price search. The innovation tendency, impulse buying tendency, and variety seeking tendency of internet fashion consumers influenced the price importance. Convenient motivation, hedonic motivation, and product motivation positively affected the price search; however, social motivation negatively affected the price search. The social motivation, hedonic motivation, and economic motivation of internet fashion consumers positively affected price importance. Price search and price importance influenced the purchasing delay; in addition, price search influenced the switching intention. The results of this study provide useful information for customer management and internet shopping mall marketing strategies.

• 한국의류학회지
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• 제30권7호
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• pp.1044-1053
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• 2006

The purposes of this study were to examine the effect of store satisfaction about fashion store and alternative store attraction on switching barrier perception and the moderating effect of variety seeking orientation. The questionnaire was administered to 450 women shopped in a department store in Gwan-ju during September, 12-26,2002. Data collected from 384 women were analyzed by using frequency, factor analysis, regression analysis, ANOVA and t-test by SPSS for WIN program. The result were as follows. First, the store satisfaction significantly influenced switching barrier perception. Second, the alternative store attraction significantly influenced switching barrier perception. Third, interaction effect between store satisfaction and variety seeking orientation was found out to be meaningful at switching barrier perception. Fourth, interaction effect between alternative store attraction and variety seeking orientation was found out to be meaningful at switching barrier perception.

• 마케팅과학연구
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• 제12권
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• pp.29-57
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• 2003

대형 백화점들의 다점포화전략, 할인점의 증가, 무점포업태의 성장 등으로 지방 백화점 고객들이 점포 전환을 용이하게 할 수 있는 유통환경이 조성되고 있다. 따라서 그동안 제한된 경쟁상황에서 영업활동을 해 온 지방 백화점들은 고객전환행동에 대한 폭넓은 이해를 필요로 하고 있다. 본 연구는 지방 독점백화점 고객들의 전환행동 특성파악을 위해 선행연구를 검토한 후 유통환경의 급격한 변화속에서 고객들의 전환행동 특성을 불만즉요인, 전환장벽, 전환의도, 고객육특성(쇼핑향유성향, 다양성추구성향, 경쟁에의 노출정도, 인구통계특성)의 관계를 중심으로 파악해 보았다. 그 결과 불만족요인 평가는 고객의 특성(쇼핑향유성향, 경쟁에의 노출정도)에 따라 차이가 있으며, 전환장벽 인식은 고객의 특성(경쟁에의 노출정도, 인구통계특성) 및 불만족요인 평가에 따라 차이가 있고 예상경쟁자로의 전환의도는 고객의 특성(쇼핑향유성향, 경쟁에의 노출정도, 인구통계특성) 및 전환장벽 인식에 따라 차이가 있는 것으로 나타났다. 따라서 경쟁자의 시장진입을 눈앞에 두고 있는 지방 독점백화점의 전환관리는 고객특성 파악과 고객불만족을 감소시키려는 노력을 중심으로 이루어져야 할 것으로 보인다.