• 디지털융복합연구
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• 제20권1호
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• pp.141-153
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• 2022

본 연구에서는 온라인 쇼핑 상황에서 소비자특성이 소비자감정과 소비자만족에 어떠한 영향을 미치는지 그 구조적 관계를 파악하고자 했다. 먼저, 소비자특성은 선행연구를 통해 정보탐색성향, 물질주의성향, 충동구매성향 등을 포함한 다양한 소비성향을 도출하였다. 다음으로, 소비자감정은 정보탐색에서부터 사용에 이르는 6개의 구매과정에서의 긍정적·부정적 감정으로 정의하였으며, 소비자만족은 구매경험의 전반적 만족으로 정의하였다. 이를 위해 최근 1개월 이내 온라인 의류 쇼핑 경험이 있는 20-40대 소비자를 대상으로, 소비자특성과 긍정적·부정적 감정과 소비자만족을 각각 측정하여 구조방정식 분석을 실시했다. 그 결과, 모형 적합도는 양호했으며, 충동구매성향과 과시소비성향, 혁신성향, 유행추구적쇼핑성향의 경우 부정적감정에만 영향을 미쳤다. 반면, 정보탐색성향, 쾌락적쇼핑성향, 경제적쇼핑성향은 긍정적감정에 영향을 미치고, 소비자만족에도 간접적 영향을 미치는 것을 확인했다. 이를 통해 소비자특성 파악 및 소비자 감정의 증진으로 온라인 쇼핑에서의 소비자 경험을 향상시킬 수 있는 시사점을 제시하였다.

• 복식문화연구
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• 제16권2호
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• pp.349-368
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• 2008

The purpose of the study was to examine the effect of internal traits of perceivers on sensory images of fashion materials and dress wearers. Perceiver's internal traits included aspects of Gender-body Ideology (GBI), as well as fashion lifestyles and fashion interest. The research was conducted on a quasi experimental basis, with subjects numbering 187 male and 207 female college students. Data were collected in the period from March 19th to March 31st, 2007. Two sets of stimuli and three measuring tools (to assess GBI, fashion life styles and fashion interest) were used. The stimuli were thirteen fabric specimens and thirteen photographs of dress styles, manipulating by two variables: (a) motif colors (white, grey, pinks and blue); (b) motif categories (plain, paisley, floral, stripes, and zebra effect). The data were analysed by factor analysis, ANOVA, Duncan's multiple range test. The major findings were as follows: Gender-body ideology was separated into agonic and hedonic dimensions. Fashion life style was separated into 3 dimensions(shopping life-style pursuit, social activity pursuits and brand life style pursuits). The internal traits of perceivers influenced preferences and buying intentions. Shopping life-style pursuits had more impact on preferences and buying intentions than other internal traits.

• 유통과학연구
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• 제21권11호
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• pp.103-111
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• 2023

Purpose: This research aims to study the selection attributes influencing the purchasing decisions of the MZ generation in online luxury stores and explores the moderating effects of consumer value. The research aims to validate the impact of reasonable pricing, brand reliability, product variety, comprehensive product information, and user-friendly interfaces on customers' decision to purchase products from online luxury stores. Research design, data and methodology: A survey was conducted with 101 participants, and data analysis included exploratory and confirmatory factor analysis, as well as covariance structure model analysis. Results: The findings reveal that brand trust, product variety, and information sufficiency significantly influence brand affect, which in turn influences purchase intention. Additionally, the study identifies that consumers prioritizing hedonic value are more influenced by brand trust and information, while those prioritizing utilitarian value are more responsive to factors like reasonable price, product variety, and ease of use. Conclusions: The study provides insights into the preferences and behaviors of the MZ generation, highlighting their digital proficiency, mobile-centric lifestyle, desire for product variety, price-consciousness, social media influence, and the availability of personalized shopping experiences as factors contributing to their preference for online luxury stores. These findings contribute to understanding consumer behavior and decision-making processes in the context of online luxury shopping.

• 마케팅과학연구
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• 제14권
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• pp.17-37
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• 2004

본 연구는 오늘날 기업들의 주요 전략적 수단으로써 고려되고 있는 온라인 외부정보원천들의 이용에 대한 소비자의 외부정보탐색행동을 이해하는데 목적이 있다 즉, 온라인을 이용하는 소비자의 정보탐색 지식 수준과 쇼핑추구가치 유형에 따라 소비자 집단들을 분류하고, 이들 집단들이 정보원천들을 이용하는 차이와 각 집단에 영향을 미질 수 있는 정보탐색의 결정 요인들이 무엇인가를 파악하였다. 연구 결과 온라인 정보원천 이용에 대한 정보탐색 지식수준별 차이를 조사한 결과에서는 탐색지식수준이 높은 소비자들일수록 다른 정보원천들에 비해 틈새포털, 비교, 경매사이트를 주로 이용하는 것으로 나타났다. 그리고, 쇼핑추구가치별 정보원천의 이용 차이를 살펴본 결과 실용지향적 쇼핑추구가치 집단의 경우 포털경매, 틈새포털사이트 순이었으나, 쾌락지향적 쇼핑추구가치집단의 경우 포털, 경매, 쇼핑몰사이트 순으로 정보원천을 이용하고 있었다. 더 나아가 본 연구에서 구분한 온라인 정보탐색 유형들에 영향을 미치는 변수들을 살펴본 결과 소비자 특성 변수들과 웹사이트적 특성 변수들이 외부정보탐색 유형에 다양하게 영향을 미치고 있다는 것이 확인되었으며, 영향력 면에서는 각 집단의 특성에 따라서 소비자 특성 변수와 웹사이트 특성 변수들의 상대적 영향력이 달랐다. 끝으로 본 연구는 이와 같은 결과들을 바탕으로 온라인을 이용하는 소비자들에 대한 전략적 마케팅 시사점들을 제안하였다.

• 한국의류학회지
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• 제30권9_10호
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• pp.1400-1412
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• 2006

As PB market segments into premium market, PBs were drawing attentions in terms of creating profits as well as a means to differentiate building up store identity. The purpose of this study makes a comparative study on the difference of consumer attitude formation process in discount store and home-shopping distribution channel which are recently on the upswing. This paper investigated the consumer's attitude formation on the private apparel brand. Subjects of this study were consumers in their $20s{\sim}40s$ who are main customer groups of PBs. The data were analyzed by Structural Equation Modeling and Multi-Group Analysis of Amos 5.0 to verify the difference of the path between store PB and premium PB. Following are the results of the study. Consumer attitude formation path on PB grades showed statistically noticeable difference. In discount store PB, store evaluation didn't directly influence on consumer attitude formation but showed indirect effect. On the other hand, in home shopping premium PB case, product evaluation directly influenced on consumer attitudes with store evaluation. Hedonic attitude dimension connected with behavioral attitude(purchase intention) revealed difference in path. Also consumer's evaluation on variables in model turned out to be different according to brand grade.

• 한국의류학회지
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• 제25권6호
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• pp.1155-1166
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• 2001

The purposes of this research were 1) to identify shopping orientation according to customer's personality type, 2) to examine perceived importance of service and satisfaction of service related to customer's personality type, 3) to find the relationships of evaluation of salesperson's service and re-purchase intention in each of customer's personality types. The data were collected via self-administered questionnaires from 434 female formal wear shoppers. and were analyzed by frequency, factor analysis, ANOVA, Chi-square test, and multiple regression analysis. The results of this study were as follows: Shopping orientations varied according to customer's personality type. E type had stronger Hedonic/self-confidence than I type, F type had higher Depending decision making than T type and P type had higher Quick decision making than J type. And service items satisfied the customers with a certain personality type. E type was satisfied with timely and proper A/S, not forcing to purchase and trustful behavior of salesperson more than I Type was. And also with expertise, individualized care, polite attitude, and merchandising promotion. N type was satisfied with individualized care more than S type was. A service evaluation criterion affected the re-purchase intention for a customer with a certain personality type. Customer's convenience in E. I. S, N, T, F, J types had a significant effect on re-purchase intention. And Expertise/ care in E, N, T, J types had a positive effect on re-purchase intention. also Politeness in E, I, S, N, T, J, P types did. But in only E type, Merchandising promotion affected re-purchase intention.

• 패션비즈니스
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• 제25권5호
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• pp.25-37
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• 2021

As the online shopping market grows, channels in the mobile shopping environment have become increasingly diverse as a wide variety of products are introduced every day. This study investigated the effects of the self-construal type, mobile product recommendation system type, and fashion product type on purchase intention. The experimental design of this study was a 2 (self-construal type: independent vs. interdependent) × 2 (product recommendation system: bestseller vs. content-based) × 2 (fashion product type: utilitarian vs. hedonic) 3-way mixed ANOVA. Women (n = 387) in their 20 to 30s residing in Seoul and the Gyeonggi area participated in the study. The data were analyzed with the SPSS 24 program and 3-way ANOVA and simple main effects analyses were conducted. The results were as follows. First, self-construal, product recommendation, and fashion product types had a statistically significant impact on purchase intention. Second, fashion product and consumers' self-construal types had significant interaction effects on purchase intention. Finally, product recommendation and fashion product and self-construal types showed significant 3-way interaction effects on purchase intention. The study confirmed an interaction between the self-construal, type of product recommendation system, and the type of fashion product used in influencing purchase intention.

• 한국의류산업학회지
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• 제9권6호
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• pp.637-644
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• 2007

The purposes of this study were to classify adolescents by their lifestyles and to investigate the differences in clothing purchase behavior among lifestyle groups. The data were obtained from questionnaire completed 341 adolescents in Daegu area. The SPSS package was used for data analysis which included frequency, factor analysis, cluster analysis, ${\chi}^2$ test, ANOVA, and Scheffe test. Lifestyles of adolescents were categorized into five factors such as clothing hedonic shopping orientation, positive activity, material orientation, frugality, digital orientation. Three clusters (achievement orientation group, ordinary group, economic orientation group) were developed by five factors of lifestyles. While the achievement orientation group had the highest purchase motives and used the most information sources, the economic orientation group had the lowest purchasing motives and used the least information sources. There were significant differences in clothing purchase frequency and average clothing expenditure among three clusters.

• 경영정보학연구
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• 제12권3호
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• pp.159-175
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• 2010

정보기술 수용에 있어서 내재적 동기의 중요성은 여러 연구를 통해 강조되었을 뿐 아니라 다양한 방식으로 분석되었다. 그러나 이와 같은 연구의 대부분은 온라인 쇼핑이나 온라인 게임과 같은 쾌락적 시스템(hedonic systems)을 대상으로 이루어진 것이고 자바(Java)와 같은 프로그래밍 언어의 수용을 내재적 동기의 관점에서 다룬 연구는 흔치 않다. 본 연구의 목적은 내재적 동기가 프로그래밍 언어 수용에 미치는 영향을 종단적으로 분석하는 것이다. 이를 위해 내재적 동기에 관련된 변수인 지각된 놀이성과 함께 전통적인 정보기술 수용에 근간이 되는 유용성을 고려한 연구모형을 믿음갱신 이론(belief updating theory)에 의해 종단적으로 확장하여 제안하였다. 이 모형의 타당성을 보이기 위해 자바 수업을 수강하는 대학생을 대상으로 두 번에 걸친 설문조사를 하여 부분최소자송법에 의해 분석한 결과 본 연구에서 제시한 대부분의 가성들이 통계적으로 지지되었다.

• Asia pacific journal of information systems
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• 제20권4호
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• pp.125-147
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• 2010

This paper Introduces an electronic auction service to be provided on Interactive TV (T-auction). This converged service is expected to much enhance the quality of the service to current online auction users through vivid visualization and live Interactive experience. Our study focuses on how the characteristics of the interactive TV-based shopping platform can affect users' attitudes towards the converged service. To develop our proposed research model, we extended the technology acceptance model and integrated it with a hedonic factor, or perceived enjoyment to reflect the dual characteristics of the converged system. We also adopted the variable of intermediary trust In the service as a critical mediating determinant for a successful commutations-mediated commerce. The research model was verified with an empirical study conducted on 970 Korean online auction users. Results show that both trust and perceived usefulness positively affect user adoption of the service. Trust had not only a direct effect on users' attitudes toward T-auction but also an indirect one by mediating the service quality, information quality, perceived enjoyment and ease of use. Meanwhile, the hedonic factor of T-auction contributes to increasing both the level of the intermediary's trust and its perceived usefulness. Users' enjoyment also was found to help form a positive attitude toward T-auction services. Theoretical and practical implications of this study for current e-auction service providers and potential t-auction service providers are also discussed.