• 한국의류산업학회지
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• 제21권6호
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• pp.743-753
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• 2019

This study investigates differences in demographic characteristics, shopping orientation, perceived risk, and satisfaction after purchase among consumer types. This study classifies consumer types according to their channel transition behaviors between the online and offline channels with a focus on the steps of information research and buying decision in buying decision-making process. The four consumer groups are as follows: off-off type (offline research-offline purchase), on-on type (online research-online purchase), on-off type (online research-offline purchase) and on/off-off type (online and offline research-offline purchase), off-on type (offline research-online purchase) and on/off-on type (online and offline research-online purchase). Data were collected from adults over 20 years old who had bought clothes within one year. The questionnaire was carried out from July, 2019 using a professional internet research panel; in addition, 500 sets of useful data were analyzed by descriptive statistics, factor analysis, reliability analysis, chi-squared test, ANOVA and Duncan-test using SPSS 21.0. The findings showed significant differences among the classified consumer groups for consumer demographics, shopping orientation, perceived risk, and purchase after satisfaction. The results imply that consumers show a variety of channel transition behaviors based on demographic variables, shopping orientation, and perceived risk. Understanding and adapting to consumer purchase behaviors will allow company distribution channels to be effectively managed and eventually increase consumer satisfaction as well as company sales volume.

• 한국의류학회지
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• 제33권10호
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• pp.1601-1610
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• 2009

Unplanned purchase is an unexpected buying behavior affected by product or marketing stimuli. Unplanned purchase does not follow the order of the rational decision making process. Through an in-depth interview, this study classified the types of unplanned purchase of clothing and examined the decision-making processes. The results (according to the need recognition level of consumers prior to stimuli) show three types of unplanned purchase of clothing products that are classified as: the need-manifesting type, the need-embodying type, and the need-reminding type. In addition, each type is reclassified into the high-cognition type and the low-cognition type according to the cognitive effort level of consumers during the purchase decision-making process. The need-manifesting type recognized a buying need after exposure to stimuli and then engaged in unplanned purchases. The need-embodying type recognized a problem, but the purchase intention was not concrete. The need-reminding type recognized a desire to buy clothing products, but temporarily forgot it, and then later remembered the problem recognition from the past after experiencing the stimuli.

• 한국콘텐츠학회논문지
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• 제20권4호
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• pp.406-415
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• 2020

본 연구에서는 사회구조적으로 변화하는 인구구조에 따라 외식기업이 개발 및 출시하는 밀 키트(Meal Kit) 상품이 주요 수요층인 1인 가구에 대해 주관적 의견이나 인식 구조를 분석하여 유형별로 추출이 가능한 Q방법론을 적용하여 그 함의를 분석하였다. 본 연구의 주관적 인식 유형 분석 결과 총 4가지의 유형이 도출되었으며, 유형은 다음과 같이 각각 그 특이성에 따라 명명하였다. 제 1유형(N=6) : 외형평가 구매 유형(Appearance Assessment Purchase Type), 제 2유형(N=6) : 가격비교 구매 유형(Price Comparison Purchase Type), 제 3유형(N=10) : 브랜드 신뢰 구매 유형(Brand Trust Purchase Type), 제 4유형(N=2) : 간편조리 구매 유형(Easy Cooking Purchase Type) 으로 각 각 독특한 특징의 유형으로 분석되었다. 본 연구에서는 밀키트 제품이 주요 수요층인 1인 가구에 대해 주관적 의견이나 인식 구조를 분석하여 유형별 분석을 통해 추후 외식업체의 1인가구를 위한 외식상품개발 및 출시에 대한 방향성과 그 개선책에 대해 제안하며, 분석결과를 바탕으로 학문적 시사점을 제공하는데 목적을 두고자 한다.

• 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.

• 한국의류산업학회지
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• 제15권5호
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• pp.815-824
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• 2013

This study divides female consumers according to eco-friendly attitudes and the purchase frequency of eco-clothing products; in addition, it analyzes the characteristics of each group in terms of LOHAS lifestyles, the attitudes for eco-clothing products, and satisfaction. Eco-clothing attitudes of female consumers were lower than eco-friendly attitudes. A total of 360 female consumers were divided into 4 group according to purchase frequency and the eco attitude, Type 1: survival (33.0%), Type 2: wellbeing (25.6%), Type 3: curious (15.0%), Type 4: LOHAS (26.4%); in addition, age, income, marit alstatus, occupation, LOHAS lifestyle and shopping places were differentiated by type. Type 1 (low eco attitude and low eco-clothing purchase) were composed of the youngest, college students, low income, low level of LOHAS lifestyles and low level of eco-clothing attitude. Type 2 (high eco attitude and low eco-clothing purchase) were interested in healthy eating & exercise among LOHAS lifestyles; in addition, Type 1 & 2 showed alow level of eco-clothing satisfaction. Type 3, low eco attitude and high eco-clothing purchase, were characterized with high expenditures on clothing relative to income as well as lower levels of family activities and leisure life than LOHAS Type 4. Type 4 (high eco attitude and high eco-clothing purchase) were the oldest group and mostly composed of married workers (the highest income) with the highest LOHAS lifestyles and the highest level of eco-clothing satisfaction.

• 한국의류학회지
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• 제34권6호
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• pp.889-901
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• 2010

This study examines the relationship between perceived risk and regret, the influence of regret, and the regret-solution effort upon post-purchase behavior. These causal pathways are controlled by moderated different impulse buying types. The results of the study are three-fold. First, consumers with high social and convenience risks resulted in the high levels of regret. Second, the higher the regret then the higher the negative purchase intention and the lower the positive purchase intention. Consumers who emphasize the regret-solution have high positive purchase intentions and the low negative purchase intentions. Lastly, as for the influence of the regret upon the negative purchase intention, the 'recollection impulse buying type' has the greatest influence among all other types. No impulse buying types have a positive influence on purchase intention. As for the influence of the regret-solution efforts on the positive purchase intention, the 'pure impulse buying type' had the greatest influence. Only the 'suggestion impulse buying type' influenced the negative purchase behavior intention. The post-purchase intention depends on the level and the degree of the regret-solution efforts of the consumer. This study contributes to the examination of the different impulse buying types that influence the moderators in the causal pathway of the risk perception to the post-purchase buying behavior.

• 유통과학연구
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• 제21권7호
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• pp.73-82
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• 2023

Purpose: Social networking services have been recognized as an attractive distribution channel at a time when efforts to deliver effective messages to consumers are essential amid a flood of advertisements in the multi-media era. In that sense, this study investigated the effect of the scarcity message type (limited-time vs. limited-quantity) and sender type (corporate vs. consumer) on the intention to purchase golf equipment by Instagram distribution channel. Research design, data and methodology: Data from 108 college students in their 20s and 30s with experience using Instagram were collected online through convenience sampling. A frequency analysis, exploratory factor analysis, reliability analysis, independent sample t-test, and two-way analysis of variance were performed using SPSS 23.0. Results: The results showed that limited-quantity messages induce a higher purchase intention than limited-time messages. Similarly, consumer-sent advertisements induce a higher purchase intention than corporate-sent advertisements. Further, there is no statistically significant interaction effect of the scarcity message type and sender type on the intention to purchase golf equipment. Conclusions: This study is meaningful in verifying consumers' purchase intention depending on the type of scarcity message and the type of sender in Instagram advertisements. The results yield significant implications for marketers and several directions for future research.

• 한국실내디자인학회논문집
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• 제21권4호
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• pp.96-105
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• 2012

The fundamental purpose of this study is whether Show Window Display actually affect on purchase and if it does, how much Show Window Display have influence on the buyer's satisfaction. Show windows are most important at clothing stores. The show open types of domestic clothing stores are usually open-type and semi open-type. Show Window Display types of low and middle prices stores are generally opened, horizontal and storied type and the shape, height, opening type and use of ground floor are different by regional distinct features. Generally Show Window Display are consisted by lights, mannequins and directed props. In buying patterns, an impulse buying has more stronger effect than a scheduled buying, a substituted buying and non-buying. An impulse buying are strongly affected by Design and others are prices. The reason why Show Window Display affecting on purchase is the satisfaction of Design and the strong stimulus to purchase(impulse buying), and then Show window Display used by all components strongly has an effect on it. Factors of purchase desires were Design, price and quality in order and factors of purchase motivations were the motivation of clothing design and the motivation of impulse buying. Thus the effects of Show Window Display and factors of purchase motivations are same. As a result of this study, differentiated Show Window Display methods of clothing stores affect the value of goods, the stimulus of purchase and fostering sales effectiveness. Therefore the instruction of Show Window Display methods are indicated by this study.

• 복식문화연구
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• 제20권4호
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• pp.500-514
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• 2012

The purpose of this study was to classify the lifestyles of 20's unmarried women, identify the differences among the lifestyle groups, and analyze sportswear purchase behaviors and brand loyalty according to the lifestyle types. The subjects were 312 single women who had purchased sportswear. The questionnaire consisted of measurement items for lifestyle, purchase behaviors, brand loyalty and demographic attributions. The data were analyzed by Cronbach's ${\alpha}$, factor analysis, cluster analysis, ANOVA, ${\chi}^2$-test and Duncan's multiple range test, using SPSS 18.0 program. The results of the study were as follows. First, as a result of cluster analysis to classify the lifestyles of 20's single women, 4 groups were identified as practical and advanced-media-usage type, adventurous and self-actualizing type, enthusiastic-fashion seeking type, active and leisure-oriented type. Second, 3 factors of brand loyalty were classified as continuous brand loyalty, habitual brand loyalty and no brand loyalty. Third, upon analyzing the differences of brand loyalty based on lifestyles, practical and advanced-media-usage type and enthusiastic-trend seeking type showed no brand loyalty. Forth, 4 groups showed different sportswear purchase behaviors, such as purchase motivation, information sources, purchase frequency, purchase cost of one time, purchase place, the number of possession and purchase items.

• 패션비즈니스
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• 제25권4호
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• pp.79-91
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• 2021

Currently, chatbot, a conversational platform based on artificial intelligence, is drawing attention as a new marketing channel. This study attempted to verify the effect of the anthropomorphism, message type, and media self-efficacy level on purchase intention. The experimental design of this study was a 2 (anthropomorphism level of shopping chatbot: low vs. high) × 2 (message type: factual vs. evaluative) × 2 (media self-efficacy: low vs. high) three-way mixed analysis of variance (ANOVA). This study conducted a survey by the convenience sampling method of 402 women in their 20s and 30s living in Seoul and the Gyeonggi area who were aware of chatbot services. For the final analysis, 388 questionnaires were used. Data were analyzed with the SPSS 23 program and three-way ANOVA. Simple main effects analysis was conducted. The results of this study were as follows. First, there were statistically significant differences in purchase intention according to anthropomorphism level, message type, and media self-efficacy. Second, message type and media self-efficacy showed statistically significant interaction effects on purchase intention. Lastly, anthropomorphism and the media self-efficacy level and the message type of the shopping chatbots showed significant three-way interaction effects on purchase intention.