• 마케팅과학연구
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• 제11권
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• pp.1-19
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• 2003

전형성(typicality)이란 하나의 제품이 하나의 범주를 대표하는데 적절하다고 인지되는 정도를 의미하는 것이다. 이러한 전형성은 브랜드 선호도, 인지도, 최초상기율과 밀접한 관련이 있기 때문에 소비자행동연구에서 중요한 연구주제가 되어왔다. 기존의 전형성에 관한 연구들은 제품이나 브랜드 혹은 오프라인상의 점포를 중심으로 이루어졌다. 이제 인터넷쇼핑몰 산업이 성숙기로 나아가는 시점에서 대부분의 인터넷이용자들은 인터넷쇼핑몰에대해 익숙할 것이라 예상할 수 있다. 따라서 인터넷쇼핑몰의 전형성에 대한 연구는 시의적절한 것이라 할 수 있다. 본 연구에서는 기존의 연구들이 전형성의 결정요인으로 지목하고 있는 노출빈도와 속성구조 접근법을 중심으로 인터넷쇼핑몰의 전형성에 대해 살펴보았다. 또한 인터넷쇼핑몰을 순수온라인 인터넷쇼핑몰과 오프라인 기반 인터넷쇼핑몰로 분류하여 이러한 차이가 전형성에 미치는 영향을 검증하였다. 나아가서 전형성이 선호도와 구매의도에 미치는 영향까지 살펴보았다. 그 결과 노출빈도와 속성태도가 높을수록 인터넷쇼핑몰의 전형성이 높은 것으로 나타났으며 인터넷쇼굉몰의 유형에 따른 차이가 속성태도와 전형성의 관계에 영향을 미치는 것으로 검증되었다. 추가적으로 전형성과 선호도, 구매의도와의 관계도 예상대로 정(+)의 관계를 보이는 것을 발견하였다.

• 한국지역사회생활과학회지
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• 제15권3호
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• pp.3-14
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• 2004

This study examined how product characteristics and system characteristics have affected user's economic, psychological and operating satisfaction and intention of repurchase in Internet shopping malls. The results of the study were as follows: First, it showed that product characteristics and user satisfaction have significant differences; the ability to recognize economic and psychological user satisfaction differs according to the characteristics of the product. It also showed that the degree of psychological and operating user satisfaction varies according to the convenience of order and payment as well as the convenience of the system and customer service. Second, it was found that economic, psychological and operational user satisfaction had an effect on customer's intention to repurchase. This study, focusing on particular variants of on-line shopping, found that characteristics of product and system had a great impact on user satisfaction and intention to repurchase. For the firms who run internet shopping malls, therefore more attention should be directed to the convenience of products and system problems in their services since it is so easy for customers to move to another shopping site with a simple click. The result of such an investigation may lead customers to repurchase by increasing their satisfaction with the shopping services.

• 한국생활과학회지
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• 제13권5호
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• pp.787-798
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• 2004

This research was designed to compare clothing fabric images between on- and off-line by fabric types and its characteristics. 125 subjects who have a fashion design major evaluated the fabric image of various 16 kinds of specimens on- and off-line. Frequency, x2-test, t-test, and Pearson correlation were used for statistical analysis by SPSS WIN 11.0. The results of this study are as follows: 1. The advantage of on-line shopping includes low price and purchasing convenience, etc. On-line shoppers mostly purchase clothing items, such as T-shirt and slacks. In most cases, texture of fabrics provides a main cause for the shoppers' discontentment with internet shopping. 2. The results of t-test for the difference of the evaluation score show that plain or pile weave and highly thick or thin fabrics-for example, Organdy, Corduroy, Nylon Taffeta, Plush, etc.-have a large difference between on-and off-line image. On the other hand, medium-thick twill weave-for example, Tweed, Flannel, etc.-or patterned weave-Chiffon, Dobby fabric, etc.-shows a small difference. 3. The results of correlation of the evaluation score indicate that wool twill fabrics like Tweed, Saxony, and Polafleece show a high correlation between two kinds of evaluation score. In texture preference, no correlation exists between on-line and off-line. 4. With an analysis on fabric image evaluation by fabric characteristics, smooth, shiny pink Satin was found the most positively-evaluated item in all evaluation fields except in pattern preference and individuality. On the other hand, thick olive green Corduroy was evaluated most negatively in the fields of elegance, luxury, and feminine. 5. When compared with real ones, thin fabrics provide a different on-line fabric image. For example, Nylon Taffeta and Organdy were evaluated positively on-line because of luster and pastel tone color. However, lusterless uneven cotton Seersucker was evaluated negatively. 6. Real fabrics preference is more negative than on-line ones. In addition, patterned or unique fabrics display a high agreement between the two kinds of images.

• 유통과학연구
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• 제15권4호
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• pp.69-78
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• 2017

Purpose - The study was AI as exploratory study on artificial intelligence (AI) shopping information services, to explore the possibility of a new business of the distribution industry. For research, we compare to IBM of consumer awareness surveys an AI shopping information service for retailing channel and target goods group. Finally, we present to service scenario for distribution service using AI. Research design, data, and methodology - First, to identify possible the success of the information service shopping using AI, AI technology for the consumer is very important for the acceptance of judgement. Therefore, we explored the possibility of AI information service for business as a shopping. The experimental data were used to interpret the meaning of the relevant literature and the IBM Institute of Business Value (IBV) Report 2015. This research is based on the use of a technical acceptance model (TAM) to determine whether the consumer would adopt the 'AI shopping information service' technology. Step 1 of the process assumes that the consumer adopts AI technology. In step 2, consumers find their preference channels and goods targeted at them as per their preferences. Finally Step 3, we present scenario for 'AI shopping information service' based on the results of Step 1 and 2. Results - Consumers have expressed their high interests in the new shopping information services, especially the on/off line distribution channels can use shopping information to increase the efficiency in provision of goods. Digital channel (such as SNS, online shopping etc.) is especially high value goods such as cars, furniture, and home appliances by displaying it to an appropriate product group. Conclusions - The study reveals the potential for the use of new business models such as 'AI shopping information service' by the distribution industry. We present seven scenario related AI application refer from IBM suggestion, and the findings would enable the distribution industry to approach target consumers with their products, especially high value goods. 'Shopping advisor' is considered to the most effective. In order to apply to the other field of the distribution industry business, which utilizes AI technology, it should be accompanied by additional empirical data analysis should be undertaken.

• 한국의상디자인학회지
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• 제8권2호
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• pp.171-182
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• 2006

The purpose of this study was to business cases of setting up a shopping mall for Hanbok and other successful marketing cases were investigated to seek easy ways of establishing a internet shopping mall and to provide information on the structure of e-market and online shopping malls. In our country, online market has overtaken offline one, and the former has made sustained progress. Many domestic Hanbok manufacturers set up their homepages as part of efforts for online marketing or P.R. However, online shopping malls are run just by a small number of companies, and traditional Hanbok manufacturers are in worst situations. To be steadily competitive enough to keep on attracting customers, they should try to make their way through e-market from diverse angels. The purpose of this study was to delve into the establishment of an online shopping mall for Hanbok products and relevant marketing in an attempt to lay the groundwork for solidifying the position of Hanbok products in apparel e-market.

• 사물인터넷융복합논문지
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• 제8권5호
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• pp.47-54
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• 2022

사물인터넷의 급격한 발전은 기존에 존재하지 않던 형태의 새로운 서비스를 이끌어 내었고, 이는 곧 기존 네트워크에 대한 변화를 요구하였다. 본 연구는 패션쇼핑몰을 이용하는 중국 소비자들의 온라인 패션쇼핑몰의 서비스품질, 만족, 재구매 의도 간의 관계 그리고 온라인 리뷰의 조절 효과를 검증하고자 한다. 연구의 결과는 중국인 20대 30대 소비자의 관점에서 서비스 품질의 유형성, 신뢰성, 편의성, 상호작용성이 고객만족도와 재구매의도의 결과변수에 각각 긍정적인 영향을 미치는 결과가 나타났다. 또한 온라인 리뷰 중 부정적인 리뷰가 재구매 의도에 큰 영향을 미쳤다. 연구의 결과에 따라 온라인 패션쇼핑몰을 위하여 온라인 제품리뷰에 미치는 영향과 온라인 제품리뷰 수용에 대한 심층적인 이해를 높이고, 향후 패션 기업이 온라인 제품리뷰 정보를 효과적으로 관리 할 수 있는 전략을 수립하는데 도움이 될 수 있을 것이다.

• 대한가정학회지
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• 제40권5호
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• pp.179-193
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• 2002

This study aims to examine the forming procedure of consumer satisfaction from Internet shopping experience. Many studies on the satisfaction have primarily focused on the examination of the antecedents of satisfaction along with the expectation-disconfirmation paradigm dominating the former studies. This study has built an Internet shopping expectation-disconfirmation model as to apply the expectation-disconfirmation into the condition of the Internet shopping. The summary of study represented in following. l. The expectation of risk and performance of benefit had a significantly positive effect on the perceived disconfirmation. In addition, an expectation of benefit and performance of risk had a significantly negative effect on the perceived disconfirmation. 2. A performance of risk and performance of benefit not only had a significantly indirect effect, but also a significantly direct effect on the consumer satisfaction. But expectation of risk and expectation of benefit had no significant direct effect on satisfaction. 3. Not only the perceived disconfirmation had a significant positive effect on satisfaction, but also an effect of the perceived disconfirmation on satisfaction(0.472) is larger than that of the performance of risk or performance of benefit. Meaning that, it is desirable for one to apply the expectation-disconfirmation model into the Internet shopping circumstances as much as the off-line markets.

• Human Ecology Research
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• 제56권2호
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• pp.109-122
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• 2018

Cross-border online shopping is an example of non-mobile transnational consumption behavior that has become more popular over the last decade due to the development of technology and transportation. Based on the Theory of Reasoned Action(TRA), this study proposed and tested the hypothesized model that would explain the relationships among consumption beliefs, attitudes toward cross-border online shopping, subjective norms, and purchase intention. Consumption beliefs were measured by global consumption orientation, consumer orientation, and global brand beliefs. In addition, subjective norms included two types: online and offline norms. Descriptive statistics and path analysis were employed for the analysis of the dataset of 174 participants. As a result, the hypothesized model was generally supported. Consistent with the hypothesis, global consumption orientation and global brand beliefs were positively related to positive attitudes toward cross-border online shopping but negatively associated with consumer ethnocentrism. Offline subjective norms positively predicted both the attitudes and purchase intention whereas online subjective norms only predicted purchase intention. The results reflected that TRA was applicable to the intention of cross-border online shopping in a current on-line shopping context. We also discussed the practical applications and limitations of the study.

• 경영과정보연구
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• 제30권4호
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• pp.195-227
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• 2011

본 연구는 '과연 소비자의 중독구매성향은 일반적인 소비에서 예상되는 구매 이후 감정 및 행동패턴에 또다른 영향으로 작용할 것인가' 라는 질문에 관심을 가지고 접근하고자 한다. 구체적인 연구의 목적은 첫째, 우리나라 패션제품 소비자의 쇼핑 중독구매성향에 영향을 미치는 심리적 요인을 살펴보고, 둘째, 중독구매성향이 패션제품 구매 후 감정(긍정적 감정/부정적 감정)에 미치는 영향을 살펴보며, 셋째, 구매후 감정이 구매 후 행동(재구매/반품 및 교환/부정적 구전)에 미치는 영향을 살펴보고, 넷째, 중독구매성향에 영향을 미치는 심리적 요인과 중독구매 성향이 구매 후 감정 및 행동에 미치는 영향은 유통채널(온라인/오프라인) 별로 차이가 있는 지를 살펴보고자 하였다. 연구결과, 개인의 심리적 요인 중 자아 존중감이 낮고, 보상구매성향과 충동성이 높은 사람일수록 중독구매성향이 높아지는 것으로 나타났다. 중독구매성향은 구매후의 양면적(긍정적, 부정적) 감정에 모두 영향을 미치고, 특히 오프라인의 경우 긍정적 감정을 수반하는 것이 밝혀졌다. 구매 후 감정은 일반적인 소비상황과 같이 구매 후 행동에 영향을 미치고 있으나, 부정적 감정의 영향이 긍정적 감정의 영향보다 크고, 또한 긍정적, 부정적 행동에 모두 명확한 영향을 미치는 것을 밝혔다는 점을 찾을 수 있었다. 본 연구는 사회적으로 문제가 되고 있는 중독구매성향에 초점을 맞추고, 중독구매성향이 구매 후 감정 및 행동에 미치는 영향을 최초로 연구하였다는 점에 의의가 있다.

• 복식문화연구
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• 제18권2호
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• pp.217-228
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• 2010

The purpose of this study was to examine the post-purchasing behavior focusing on dissatisfaction and complaint behavior. There were some studies concerning dissatisfaction in on-line shopping related to satisfaction and intention to re-buying, but did not focus the relationship with complaint behavior, or identified the factors specifically related to consumer's dissatisfaction. In this study, it was examined to minimize the consumer's dissatisfaction and complaint behavior by investigating the detailed factors relating dissatisfactions and complaint behaviors after shopping apparel goods on the internet. Two hundred fifty five customers who had purchased fashion products in internet shopping had participated in this study. The data was analyzed by factor analysis, regression analysis using SPSS program. As the result, first, product, delivery, returning and price factor were extracted as factors of dissatisfaction, and as factors of complaint behavior, legal action, private action, remedial action were investigated. Second, dissatisfaction was significantly effected on complaint behavior. Specially, returning factor and price factor had effect on legal action, product, delivery factor had on private action and returning factor had affected remedial action. Third, more purchasing frequency, less dissatisfaction. Also, female had more dissatisfaction than male. Finally, more dissatisfaction and compliant behavior, less repurchasing intention. Based on these results, internet shopping fashion marketing strategies were suggested.