• 복식문화연구
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• 제32권2호
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• pp.199-214
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• 2024

Until now, research on consumers' purchasing behavior has primarily focused on psychological aspects or depended on consumer surveys. However, there may be a gap between consumers' self-reported perceptions and their observable actions. In response, this study aimed to investigate consumer purchasing behavior utilizing a big data approach. To this end, this study investigated the purchasing patterns of fashion items, both online and in retail stores, from a data-driven perspective. We also investigated whether individual consumers switched between online websites and retail establishments for making purchases. Data on 516,474 purchases were obtained from fashion companies. We used association rule analysis and K-means clustering to identify purchase patterns that were influenced by customer loyalty. Furthermore, sequential pattern analysis was applied to investigate the usage patterns of online and offline channels by consumers. The results showed that high-loyalty consumers mainly purchased infrequently bought items in the brand line, as well as high-priced items, and that these purchase patterns were similar both online and in stores. In contrast, the low-loyalty group showed different purchasing behaviors for online versus in-store purchases. In physical environments, the low-loyalty consumers tended to purchase less popular or more expensive items from the brand line, whereas in online environments, their purchases centered around items with relatively high sales volumes. Finally, we found that both high and low loyalty groups exclusively used a single preferred channel, either online or in-store. The findings help companies better understand consumer purchase patterns and build future marketing strategies around items with high brand centrality.

• 가정과삶의질연구
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• 제24권6호
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• pp.147-160
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• 2006

The perceived needs and purchase experiences of college students in regard to goods and services and the relationship between the two variables were investigated. Data on 387 college studentswere analyzed to test the level of their perceived needs and purchase experiences of 43 goods and services. Results showed that respondents perceived cellular phones, going to movies and plays, books, entertainment and alcohol, which had been regarded as optional goods in the past, as highly necessary for their daily lives. On the other hand, 5 items that had been purchased by the highest number of respondents were food at restaurants, beverages at cafes, alcohol, movies and plays, and on-line avatars. The level of perceived necessity and purchase experience were positively correlated in general, although there were a few exception.

• 한국생활과학회지
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• 제18권2호
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• pp.381-395
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• 2009

This study was conducted to investigate effects of self concept of children consumers on consumption propensity of online items according to gender by considering that self, which means a thought on ownself, is expressed as online items in cyber space. Totally, 760 copies of the questionnaire were distributed and 716 ones were finally used as data for analysis in this study. The data were analyzed by using SPSS 14.0 and factorial analysis, Cronbach' ${\alpha}$, t-test, cross tabulation analysis and multiple regression were conducted. The results of this study could be summarized as follows. First, the factorial analysis performed to examine types of self concept found four factorial structures - justness, social, academic and family self. In addition, the factorial analysis done to determine compositional factors of irrational consumption propensity of children consumers showed three factorial structures - impulse buying, conspicuous consumption and imitative consumption. When the effects of personal variables, item-transaction variables and self concept on irrational consumption propensity of children consumers were investigated according to gender, significant factors affecting consumption propensity of both of the males and females were a monthly pocket money, time using the Internet and major transaction items. In addition, parents' permission for purchasing items, justness self and family self were found to be variables affecting consumption propensity in the male children. On the contrary, self concept of female children did not affect irrational consumption propensity.

• 한국정보처리학회논문지
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• 제7권11S호
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• pp.3694-3701
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• 2000

전자상거래가 활성화되면서 인터넷을 이용한 상품의 구매가 점점 증가하고 있다. 전자파일 형태의 상품 즉, 디지털 상품의 온라인 판매는 물류비용이 없고, 상품의 검색이 용이하며, 한시적으로 사용해 본 후 구입할 수 있는 등의 장점을 가지고 있지만 불법 복제 문제 때문에 현재 전자상거래에서는 기피 상품으로 취급받고 있다. 따라서 디지털 컨텐트 저작권 보호 기술에 관심이 모아지고 있다. 또한 저작권을 보호할 뿐만 아니라 인터넷을 통한 안정된 수익 모델을 보장할 수 있는 법적이며 기술적인 시스템에 대한 관심이 고조되고 있다. 상품의 불법 복제 문제는 사용권 관리 기술의 부재가 가장 큰 이유중의 하나이다. 현재 이루어지고 있는 전자상거래는 사용권 부여 대상의 식별 방법이 없고, 대상의 이동 방지가 불가능하고, 해킹 방지가 미비하며, 기타 전자상거래 상에서 MP3 디지털 음악의 유통을 활성화할 수 있는 디지털 저작권 관리 기술인 동적 사용권 관리(DLC : Dynamic License Control) 기술을 이용한 MP3 음악 상품의 유통시스템과 불법 복제를 막을 수 있는 MP3 상품작성 시스템의 설계 및 구현을 제안한다.

• 한국정보처리학회논문지
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• 제7권5S호
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• pp.1726-1735
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• 2000

전자상거래가 활성화되면서 인터넷을 이용한 상품의 구매가 점점 증가하고 있다. 현재 전자상거래에 이용되는 대부분의 상품은 하드웨어가 주를 이루고 있다. 전자파일 형태의 상품 즉, 디지털 상품의 온라인 판매는 물류비용이 없고, 상품의 검색이용이하며, 한시적으로 사용해 본 후 구입할 수 있는등의 많은 장점을 가지고 있지만 불법 복제 문제 때문에 혀재 전자상거래에서는기피 상품으로 취급받고 있다. 디지털 소프트웨어 상품의 불법 복제 문제는 상용권 관리 기술의 부재가 가장 큰 이유중이 하나니 . 현재 이루어지고 있는 전자상거래는 사용권 부여 대상의 식별 방법이 없고, 대상의 이동 방지가 불가능하고, 해킹 방지가 미비하며, 기타 전자상거래 구조가 미완성되어 사용권 관리상에 많은 문제젬을 드러내고 있다. 본 논문에서는 전자상거래 상에서 소프트웨어 상품의 유통을 활성화 할 수 있는 새로운 사용권 관리 기술인 동적 사용권 관리(DLCC: Dynamic License Control)기술을 이용하여 디지털 상품의 유통을 활성화 할 뿐 아니라 불법 복제를 막을 수 있는 디지털 소프트웨어 상품의 상품 작성 시스템의 설계 및 구현을 제안한다.을 제안한다.

• 복식문화연구
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• 제19권2호
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• pp.346-359
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• 2011

The purpose of this study was to examine students' reasons and standards for purchasing their casual upper garments through online shoppin. A questionnaire composed of 26 items in five-point Likert type (14 items for measuring reasons, and 12 items for measuring standards for their purchase) was administered. The subjects were 422 male and female students attending middle schools, high schools and colleges located in the metropolitan region of Daegu. For a statistical analysis, a $3{\times}2$ two way ANOVA design (3 levels of schools: middle school, high school and college and 2 sexes: male and female) was involved, and Turkey's HFD multiple comparisons were made. The results showed that the reasons for students' purchasing casual upper garments through online shopping malls were as follows: quality, availability of discount coupons and points, other benefits such as special promotions, gifts, the easy return of goods and refunds, and also no trial of wearing shirts even at off-line stores. Significant differences in purchasing reasons through online shopping were found among middle schoo, high school and college students. There were also significant differences between male and female students mostly found in three variations of purchasing reasons: ease of availability of garments in contemporary fashion, convenient shopping without any restriction on time, and the decision to purchase with help from consumers' recommendations. Significant differences among middle school, high school and college students were found in the following standards for the students' decision to purchase their casual upper garments through online shopping: affordability, color, design, style, payment safety, and ease of maintenance (cleaning and ironing). Differences between male and female students were found to be significant in the following categories: affordability, fashionable, brand name, free delivery, product quality, coordination with other clothes, and consumers' recommendations on the products concerned.

• 한국의류학회지
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• 제19권5호
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• pp.723-737
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• 1995

The purposes of this study were to investigate 1) the difference of cognitive evaluation on body exposure of female clothing, ann 2) purchase frequency and intention of wearing according to demographic variables. The instrument of this study consisted of response scale and stimuli. Thirty three items of 7.point Likert scale were developed to measure cognitive evaluation of the people who responded. The stimuli were 7 types of clothing, differing exposure parts and style on line drawing. The sample included 450 subjects, consisting of 231 in Seoul and 219 in Chun-nam Province. Statistics applied for analysis were frequency, percentage, mean, standard deviation, correlation, t-test, F-test, Duncan's multiple range test, factor analysis. The Results were: 1. Constructing factors of cognitive evaluation consisted of elegance, sensuality, attraction, individuality. There were significant differences in every factor on each types of clothing. 2. The evaluation toward each types of clothing was influenced by the subjects' sex, age, and residence. 3. Purchase frequency and intention of female subjects' wearing were very low, and there were significant differences on demographic variables.

• Journal of the Korean Data and Information Science Society
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• 제24권4호
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• pp.803-813
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• 2013

전자상거래에서 상품의 구입은 오프라인에서 구매하는 방식과는 차이가 있다. 오프라인에서 상품추천은 판매원의 추천에 의해 이루어지지만 온라인에서 상품 추천은 판매원이 상품 추천을 할 수가 없기 때문에 오프라인과는 다른 형태의 상품을 추천하게 된다. 추천시스템은 온라인 상거래에서 상품을 추천하는 방법으로 기존 상품을 구입한 고객의 선호도를 기반으로 상품을 구입하려는 고객의 선호도를 예측하여 추정된 선호도가 높은 상품을 고객에게 추천하는 방법이다. 협력적 필터링 알고리즘은 전자상거래의 상품추천 추천시스템에 사용되며 추정된 값들로 추천 상품 목록을 만들고 그 목록을 고객에게 추천을 하는 것이다. 이 논문에서 사용된 데이터집합은 Movielens 데이터집합인 100k 데이터집합과 1 million 데이터집합이며 일반화를 위해 2개의 데이터집합에서 유사한 결과를 도출하여 일반화시키고자 한다. 영화 추천시스템의 새로운 알고리즘을 제안하기 위해 기존의 알고리즘과 변형된 알고리즘에 의해 추정된 추정값들의 분포 특징을 분석과 응답자별로 분류해서 응답자별 분포의 특징을 분석하였다. 이 논문에서는 이웃기반 추천시스템 협력적 필터링 알고리즘을 개선하기 위해 기존의 알고리즘과 변형된 알고리즘을 바탕으로 새로운 알고리즘을 제안하였다.

• 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.

• 한국의류학회지
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• 제21권6호
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• pp.1082-1093
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• 1997

The purpose of this study was to identify characteristics and consumer attitude on purchasing apparel through Cable TV home-shopping. The questionnaire was administered to 4y5 May through September in 1996 and the data were analyzed by using frequency, factor analysis, crosstab, 1-test, ANOVA, MANOVA, scheffe with utilizing SPSS/PC+ The results of this study were as follows: 1. The most favorite media in purchasing apparel through home-shopping was Cable TV in all over ages except 50's. Women showed Cable TV the most interested, whereas men showed printed media and computer on-line shopping as home shopping media. 2. Home-shopping favor in region' was higher than that of Seoul. In the degree of favor, college students showed the highest, followed by part time employees, housewives and full time employees. Those who lived individual houses in other than Seoul area showed higher purchasing intention. 3. Sweater item was shown as the highest purchasing interested item and coat/business suit items were shown as lower among 10 different apparel items. 4. Five dimensions of Perceived benefits of apparel purchasing through Cable TV were derived by factor analysis such as variety of merchandise information, purchase convenience, efficiency, saving time, and convenience of physical inactivity. The convenience of physical inactivity showed the most important benefit through Cable TV home-shopping. Perceived risk of apparel purchasing through Cable TV was factor analyzed as merchandise related risk, size and appearance related risk, delivery related risk, TV watching related risk, and unplanned purchasing related risk. The sixte and appearance related risk was shown as the highest risk.