• 한국의상디자인학회지
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• 제20권4호
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• pp.57-71
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• 2018

Since consumers have become more comfortable with providing and receiving information online, 'online word of mouth' has been gaining consideration as one of the major information sources. Also, the shopping orientation of consumers has been proven to be an important determinant of consumer behavior. Therefore, the study investigated the differences in online WOM behavior based on shopping orientation. Hedonic, loyal, and syntonic styles were the types of shopping orientation considered, and the study focused on information retrieval tendencies, the motivation of online WOM search, searching online WOM sources, and the contents for the online WOM behavior. The research conducted an off-line survey targeting females in their twenties. The total number of data sets used in the empirical study was 125, and these were analyzed by SPSS 20.0: factors analysis, Cronbach's ${\alpha}$, k-means cluster, ANOVA, Duncan's multiple range test, Kruskal-Wallis, Mann-Whitney, and Bonferroni correction. The participants were divided into 3 kinds of shopping orientation groups named 'trend-pursuit', 'passive', and 'loyal'. As a result, there were significant differences in online WOM behavior discovered between the groups. Firstly, the 'trend-pursuit' group had the highest number of ongoing searches while the 'loyal' group had the highest number of pre-purchase search. Secondly, the 'trend-pursuit' and 'loyal' groups both had the motivations of online WOM search, hedonic and utility, whereas the 'passive' group had the lowest motivations for both motivations. Thirdly, the 'loyal' group frequently referred to reviews on shopping malls as online WOM sources. The research provided a better understanding of the online WOM behavior of present consumers and suggests that fashion related corporations map out marketing strategies with the understanding of these behaviors.

• 한국의류산업학회지
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• 제13권3호
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• pp.390-397
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• 2011

This study investigates the influences of shopping enjoyment and risk reduction on customers' attitude and the behavioral intention in the Internet shopping mall using a moving virtual model. For this study, we produced a moving virtual model to present a fashion product. The virtual model walks for about one minute on the stage. After respondents viewed it, they completed a questionnaire. The questionnaire consists of online shopping enjoyment, risk reduction, customers' attitude and behavioral intention. Respondents are limited to females aged in their 20s and 30s, who have experienced Internet shopping and are highly interested in fashion products. 411 samples were used for the final analysis. Cronbach's alpha, factor analysis, and multiple regression analysis were conducted. The results are as follows. Online shopping enjoyment and risk reduction influenced the behavioral intention directly as well as through the attitude. However, the size of the influence indicated that online shopping enjoyment is larger than risk reduction. Therefore, Internet malls should utilize the moving virtual model to provide customers with enjoyment and risk reduction, which will increase customers' favorable attitudes and the behavioral intention such as purchase intention and word of mouth.

• 한국의상디자인학회지
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• 제20권4호
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• pp.131-146
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• 2018

In this study, five women's fashion shopping mall companies were selected as the subjects based on the number of searches per month for analyzing website design of online shopping mall for women in their twenties. Design characteristics are divided into three aspects such as structural, visual, and customer service, and the results are as follow. First, from the structural perspective, the main navigation area and global navigation area of most shopping malls are arranged at the top center, and below them, the main image, the banner area, and the content area are arranged in order. Looking at the visual aspect, the logo is mostly written in a black text, the colors used on the main page were only one or two colors such as pink-based, gray-based, and red. Finally, from the customer service aspect, most shopping malls were encouraging buyers to place celebrity sponsorship, videos using products, self made products, and best products in the banner area. The results of this study are to present the direction of design for the founders who intend to operate the women' fashion shopping mall in future, and provide basic data for online shopping mall design research.

• 한국의류학회지
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• 제30권11호
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• pp.1618-1625
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• 2006

The purposes of this study were 1) to identify dimensions of fashion lifestyles of men of digital generation and online shopping mall service attributes, and 2) to find factors affecting general satisfaction and intention to purchase at online shopping malls. Data were obtained from 632 men aged between 15 and 39 who were using the internet. Fashion lifestyles produced five factors, fashion leadership, shopping enjoyment, brand pursuit, personality pursuit, and practicality pursuit. Internet service attributes included three factors, check-out service, after delivery service, and product presentation service. Significant determinants of general satisfaction were after delivery service, check-out service, product presentation service, and purchase experience in order. For intention to buy, after delivery service, check-out service, product presentation service, purchase experience, practicality, and household income level in order were significant. Finally, general satisfaction of purchase was a useful determinant of intention to buy. Implications were given for improving internet shopping mall services from the perspective of online fashion mall marketers.

• 패션비즈니스
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• 제22권5호
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• pp.1-14
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• 2018

The purpose of this study was to define the purchase behavior of online luxury fashion brand consumers that soon became new luxury consumption trends. To investigate online luxury fashion brand consumer's purchase behavior, three variables were suggested based on advanced researches. These variables include economic value, item variety and pleasure. Purchasing luxury online was not common but as cross-border online shopping market became popular, consumers began to purchase luxury items through online shopping platforms. Preliminary surveys was conducted on 20~40-year-old consumers who have experience in online shopping for luxurious items. Total 238 questionnaires were used for analysis. By using SPSS, frequency analysis, factor analysis, reliability analysis, correlation analysis, regression analysis, t-test and ANOVA were conducted. The results of the study were as follow; first, consumer's purchase behavior appeared to be influenced by the order of pleasure of shopping, economic value and item variety. Repurchase intention appeared to be affected by the order of economic value, item variety, and pleasure of shopping. Second, online luxury fashion consumers perceived that risk does not affect purchase intention and repurchase intention. Third, as purchase intention increases, repurchase intention also increases. Fourth, shopping value, age and channel risk also indicated meaningful differences. As an early study of luxury fashion brand products purchased directly online, the academic significance can facilitate an overall understanding of consumer behavior such as usage motive, risk perception, behavioral intention.

• 한국의류학회지
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• 제40권2호
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• pp.287-304
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• 2016

This study examines the influence of product classification standards and structure on user perception as well as their attitude towards online shopping sites. The causal relationships of variables are also examined. The analysis was based on an online survey with 247 responses. Four types of internet shopping sites were developed and used as a stimulus. The results of the mean comparison analysis indicated that perceived variety, information overload, perceived shopping value and attitude towards the site varies significantly with product classification standards and structure. There was also of a marginally significant interaction between the classification standard and structure on perceived variety and information overload. The causal relationship analysis revealed that perceived variety positively influenced hedonic and utilitarian shopping value. However, information overload had a negative effect on hedonic and utilitarian shopping value. Both the hedonic and utilitarian shopping value positively influenced attitudes towards the sites. This study demonstrates that classification method influences customer perception and attitude. It offers interesting insights on a product classification method as a strategic tool for online shopping.

• 한국의류산업학회지
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• 제8권1호
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• pp.41-47
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• 2006

Motivations to engage in internet shopping as well as traditional off-line shopping include both utilitarian and hedonic dimensions. It is important that online fashion retailers offer the sense of the real shopping experience that offline fashion retailers do. This article is to assess empirically virtual model impact on consumer's online shopping experience. To test hypothesis, an experiment was executed a field study on foreign internet shopping(www.landsend.com). Prior to administering the experiment, a pilot test was conduct among 20 undergraduate students to pre-test for computer system trouble and delay problem. The experiment was conducted to 90 studetns. The participants were instructed to answer all the questons based on their experience when using that particular internet shopping mall. The LISREL 8.50 was used for statistical analysis. The results indicate that the virtual model characteristics such as vividness, customization, and interactivity are important factors in affecting consumer's shopping experience. Online shopping experience have a strong positive effect on shopping mall loyalty.

• 아태비즈니스연구
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• 제15권1호
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• pp.45-69
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• 2024

Purpose - To examine the influence of mobile visual search as a strategic technology service on consumer perceived economic value and customer commitments, which in turn affect consumer's usage intention of mobile visual search. This study also explores the moderating effect of different levels of consumer online shopping orientation. Design/methodology/approach - One-by-one open-ended in-depth interview was first undertaken to 15 Korean consumers to figure the features of mobile visual search. Then a conceptual model was built to verify the hypotheses that indicate the impact of mobile visual search on consumer perceived economic value and customer commitment, which further influence consumer's usage intention. Findings - The results show Convenience, Information quality, Personalization, Text-free search interface design and Visual communication of mobile visual search positively influence consumer perceived economic value and customer commitment and in turn positively affect consumer's usage intention. Moreover, the different levels of consumer online shopping orientation also found to have different effects on consumers' perception and behavior of using mobile visual search in online fashion shopping. Research implications or Originality - The present study verified that mobile visual search is a service tool that consumers want to use in the online fashion shopping journey since it provides economic benefits.

• 한국의류학회지
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• 제35권1호
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• pp.13-25
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• 2011

This study investigates the factors influencing consumer's channel selection for luxury fashion items, specifically the effect of (i) perceived luxury benefits, (ii) perceived online shopping risks, (iii) demographics, and (iv) purchasing behavior. A survey questionnaire was developed and implemented to measure the perceived luxury benefits, perceived online shopping risks, purchasing behaviors, and consumer demographics. A total of 396 responses were analyzed by one-way ANOVA, cross-tab, and multinomial logit analysis with SPSS18.0. The results are as follows. First, those who shop in offline shopping channels tend to be heavy buyers that look for product quality and conspicuousness. They perceive low risks from online shopping and purchase few bag items offline. Second, those who shop online tend to be men and perceive the high benefits of economic value. Third, those who shop in multi channels tend to be men, search for information via the Internet, and purchase few accessory items. Implications for multichannel strategies are suggested.

• 패션비즈니스
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• 제14권2호
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• pp.81-94
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• 2010

The online shopping environment has radically changed consumer shopping behavior. Without the actual physical shopping experience in a brick-and-mortar store, consumers make purchasing decisions over the Internet. They make an effort to obtain product information not only from online merchants, but also from previous purchasers in order to make an informed decision. Accordingly, customer comments are expected to have a significant impact on decisions to purchase goods and services online. This paper focuses on one type of electronic word-of-mouth, the online consumer review. It derives several motivations why customers post product reviews on shopping mall sites. Customer motives were identified through an in depth one-on-one interview with twenty female respondents conducted twice from June $17^{th}$ to September $11^{th}$, 2009. The interviews lasted between 40 and 60 minutes. The results showed that consumers write product reviews based on six motivations: to receive a reward or remuneration for writing a product review, to share information with other customers, to improve the quality of goods and services, to reduce customer dissatisfaction, to recommend products and services, and to derive pleasure.