• 한국의류산업학회지
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• 제12권4호
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• pp.422-430
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• 2010

Shopping is the activity not only purchasing goods/services but also pursuing the emotional satisfaction. Browsing can be defined as shopping behavior looking around the store without purchasing intention. Through the browsing activity, consumers are able to collect the information and be ready for the possible purchases while marketers have an opportunity to inform consumers of products/ stores/ brands. The more browsing activity, the more stimuli for buying, the more unplanned/ impulse buying. Therefore, this is the time that consumer's browsing activity is getting importance in the area of fashion marketing. The purpose of this study was to examine attracting and hindering factors related to browsing activity especially for purchase of fashion items, using a qualitative research method. An in-depth interview was conducted with 10 female shoppers ranged age 21-50. Included in the questions were consumer's opinions about VMD, convenience, traffic, salesman's attitude, companions, prices, sizes and fitting arrangement. The results of this study provide fashion store managers with the detailed and practical information to draw the consumers in the store.

• 지식경영연구
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• 제16권2호
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• pp.173-192
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• 2015

Domestic paid broadcasting market is largely classified into cable TV, satellite broadcasting and IPTV. Latest starter IPTV began its commercial service in 2009 and reached 10 million subscribers in August 2014 after 6 years of service. It has been growing rapidly by increasing more than 500 thousand subscribers every quarter and has taken its place firmly as one of core domestic paid broadcasting platforms, second only to cable TV. Even with this quantitative growth, 3 major IPTV companies are still running deficit, attracting attention to issue of the vitalization of IPTV business based on qualitative growth. This study draws out revitalizing and hindering factors of Korean IPTV industry through a case study on 'A' corporation which is leading domestic IPTV market and exploratory study based on interviews with experts and, by developing influencing factors into Causal Loop Diagram through system dynamics research methodology, draws out core issues in vitalization of domestic IPTV industry and suggests alternatives. Therefore, it is expected that this study will provide more diverse practical implications than preceding studies which drew out one-dimensional issues and alternatives and help vitalize Korean IPTV industry by minimizing negative effects and maximizing positive ones.