• 한국콘텐츠학회논문지
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• 제20권2호
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• pp.405-415
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• 2020

스마트 폰의 인기와 함께 SNS 사용자 수는 꾸준히 증가되고 있으며, 확산이 쉽고 빠른 SNS마케팅은 기업의 마케팅 활동에 적극적으로 사용되고 있다. 본 연구에서는 선행연구 등을 기반으로 SNS 마케팅 속성을 정보성, 상호작용성, 오락성 및 신뢰성으로 분류하여 가설을 세웠다. 연구의 목적은 편의점 기업의 SNS 마케팅 속성이 편의점 소비자의 구매 행동과 구매 만족도에 미치는 영향을 조사하여 기업의 마케팅 전략에 대한 기본 자료를 제공하고자 한다. 설문 참여자의 특성에 따른 SNS 마케팅 속성의 차이를 분석 한 결과 정보성의 차이는 연령과 월 소득에서 유의미하였고, 상호작용성은 성별에 따라 크게 다른 것으로 나타났다. SNS 마케팅 속성 중 정보성, 오락성 및 신뢰성은 만족도에 긍정적인(+) 영향을 미쳤으며, 상호 작용성은 큰 영향을 미치지 않는 것으로 나타나 가설이 부분 기각되었다. SNS 마케팅 속성 중 상호작용성, 오락성 및 신뢰성은 구매의도에 유의한 정(+)의 영향을 나타나 가설이 채택되었으나, 정보성은 크게 영향을 미치지 않는 것으로 나타났다. 만족도는 구매 의도에 유의한 정(+)의 영향을 미치는 것으로 나타났다.

• 농촌계획
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• 제23권3호
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• pp.53-60
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• 2017

In order to export Korean spray roses to the China, it is needed to analyse chinese preferences, rose attributes, and purchase intentions. The purpose of this study is to present the implications on the production and distribution of roses for export by analyzing the quality preference attributes and purchase intention of Korean rose for Chinese flower experts. A survey on the preference and purchase intention of Korean flower roses by Chinese flower experts was conducted through face - to - face interviews with flower show participants in China. Approximately 100 Chinese flower experts who participated in the Flower Show in 2016 received the questionnaire, and 86 survey results could be used for analysis. Survey data were analyzed using ordered probit and bivariate probit models. As a result of an analysis, it was found that Chinese flower experts were more likely to buy Korean roses than Chinese roses even if they consider flower color, leaf shape and size and color diversity. The probability of purchasing more than twice the price was higher than that of the color diversity considering the flower shape, leaf shape and size, but the bivariate order probit model was larger than that of flowers, leaves and size, and the order of probability size was changed. In order to increase the export of Korean spray roses to the Chinese market, We need to increase Chinese experts' preferences and satisfaction. For this purpose, it is very important to develop export varieties of roses with large flower buds and shape / coloring, and to apply the useful post-harvest technology that can extend freshness and distribution period of export roses.

• 한국의류학회지
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• 제34권2호
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• pp.252-265
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• 2010

Most luxury fashion brands have a strong brand identity and the product design characteristics of a brand are critical factors that influence brand identity. The design of products influence brand identity and play an important role in the choice by consumers in which brand to purchase. This study investigates the impact design characteristics of luxury brands on brand attitudes as well as purchase intentions in the examination of the differences in the impact influence by product category and consumer characteristics. The product design of brands was evaluated and measured by innovative and traditional characteristics. The product categories were divided into apparel, bags, shoes, and accessories. The consumer characteristics used in this study are fashion involvement, age, income, and the amount of money used for purchasing fashion products. Sample brands, Louis Vuitton, Chanel, Hermes, Burberry, and Gucci, were extracted from the Intel-brand's Luxury Brand Ranking 2008 and pilot tested for appropriateness. The data collected from 120 luxury consumers and 92 samples were statistically analyzed with SPSS 15.0, reliability test, factor analysis, ANOVA, frequency test, regression, and t-test. The findings are as follow. First, luxury brands were divided into two groups by innovative design characteristics and traditional design characteristics; innovative design characteristics show a significant influence on brand attitude and purchase intention. Second, only fashion related behavior factors among consumer characteristics became moderators when design characteristics influenced brand attitude and purchase intention. Third, the differences in purchase intention affected by design characteristics were found in bags, shoes, and accessories category. It is necessary for luxury brands to focus on innovative design characteristics and to specify the different needs of consumers through fashion related behavioral factors. This research will be useful to luxury brands in designing products and planning marketing strategies by offering specific information for luxury brand consumers.

• 디지털융복합연구
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• 제11권11호
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• pp.251-256
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• 2013

과거 중고서적 구입하는 경우 고객들은 헌책방을 주요 구입창구로 활용하였지만 인터넷의 발전 및 IT기기들이 확대되면서, 가격 경쟁력과 편의성 측면에서 우위를 가진 온라인 중고서점 매장을 구입처로 선호하는 고객들이 빠르게 증가하였다. 그러나 최근에는 기존의 헌책방의 개념을 벗어난 '온라인의 장점과 오프라인의 장점'을 가진 신개념 오프라인 중고서점이 경기침체 속 하나의 대안으로 각광받고 있는 추세이다. 본 연구에서는 대표적인 서비스 품질 측정 기법인 SERVQUAL 지표를 활용하여 최근 각광받고 있는 신개념 오프라인 중고서점 알라딘 매장에 대한 고객의 서비스 만족 요인을 규명하고자 한다. 우선 SERVQUAL 지표를 활용하여 신개념 오프라인 중고서점 알라딘 매장에 맞는 서비스 품질 요인을 선별해 낸 후, 고객 설문을 통하여 재 구매의도에 영향을 주는 주요 요인들을 분석하였다. 본 연구의 결과는 기존 헌책방을 비롯한 중고서점의 서비스 품질 제고 및 고객전략에 도움이 될 것으로 기대된다.

• 산업경영시스템학회지
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• 제44권3호
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• pp.262-275
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• 2021

The expansion of the online market is expected to change the purchasing environment. The purpose of this study is to examine the difference in the moderating effect of each characteristic on perceived quality and purchase intention according to the group according to product involvement and purchaser age. The first step is to identify the characteristics of online information sources and social media platforms through a literature review. Next, when perceived quality affects purchase intention, we verify the moderating effect according to the characteristics of online information sources and social media platforms. The moderating effect is verified at the stage by dividing it into a group according to product involvement and a group according to age. The following results were confirmed throughout the study: First, perceived quality significantly affects purchase intention. Second, in the relationship between perceived quality and purchase intention, the influence of the moderating effect is different depending on the high-involvement product and the low-involvement product. Third, it was confirmed that there was a difference in the moderating effect of online information sources and social media platforms in the relationship between perceived quality and purchase intention according to age. This study intends to increase consumers' purchase intentions by identifying specific age groups and product groups of involvement and establishing strategies suitable for the characteristics of online information sources and social media platforms.

• 한국융합학회논문지
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• 제9권12호
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• pp.345-354
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• 2018

본 연구의 목적은 체육전공 대학생들을 대상으로 SNS상의 스포츠브랜드의 광고속성, 광고태도, 브랜드이미지 및 구매의도 간의 구조적 관계를 실증적으로 규명하는데 있다. 이러한 목적을 수행하기 위해 편의표본추출법을 통해 얻어진 유효표본 250부를 최종 분석 자료로 이용하였다. 광고속성 중 오락성, 정보성, 그리고 신뢰성은 SNS 이용자의 스포츠브랜드 광고태도에 긍정적인 영향을, 불편성은 광고태도에 부정적인 영향을 미치는 것으로 나타났다. 광고속성에 의해 형성된 광고 태도는 스포츠브랜드의 이미지와 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 브랜드이미지는 구매의도에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구의 결과는 SNS를 이용하여 스포츠브랜드를 홍보하는 회사들의 표적집단 가운데 하나인 체육전공 대학생들을 중심으로 스포츠브랜드의 SNS 광고효과를 극대화하고 SNS 광고를 통해 체육전공 대학생 소비자의 직접적인 구매행동을 끌어내는데 필요한 주요 요인이 무엇인지에 대해 규명했다는 점에서 그 의의가 있다고 볼 수 있다.

• 한국의류학회지
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• 제44권5호
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• pp.1004-1018
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• 2020

Advances in e-commerce enable consumers to shop efficiently for fashion products in global markets in addition, the market size of purchasing directly from foreign websites are also increasing. This study investigates the effects of hedonic and utilitarian shopping values on the continuous use intention of online cross-border shopping. Curiosity and self-efficacy were introduced as mediating variables between shopping values and user intentions. A web-based survey is conducted on female consumers, who have experiences to buy fashion products by online cross-border shopping. A total of 472 responses were collected from a panel of online survey firms. Data are analyzed using confirmatory factor analysis, structural equation modeling, and multi-group SEM by AMOS 21.0. According to the results of the structural equation model test, hedonic value affected continuous use intention of online cross-border shopping as mediated by curiosity and self-efficacy; in addition, utilitarian value influenced self-efficacy, which mediated relations between the utilitarian value and the continuous use intention. The research model was also tested to compare heavy users and light users of online cross-border shopping. For heavy users, the effect of hedonic value on curiosity was significantly stronger than for light users. Several implications are suggested based on the results.

• 한국컴퓨터정보학회논문지
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• 제27권7호
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• pp.137-144
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• 2022

이 연구는 디지털 환경 변화에 대응하기 위해 수익구조를 온라인으로 전환하고 팬덤 기반 마케팅을 강화하는 국내 팬덤 커머스 플랫폼을 대상으로 케이팝 콘텐츠 업데이트 주기와 가격의 변화가 소비자 구매 의사에 영향을 주는지에 관한 실증연구이다. 이를 위해 팬덤 플랫폼 전문가를 대상으로 FGI를 실시하고 이를 기반으로 디자인한 결합분석을 활용하여 설문조사를 수행하여 콘텐츠 업데이트 선호주기에 따른 가격탄력성의 차이를 확인하였다. 그 결과 케이팝 콘텐츠 가격탄력성의 비탄력적인 특성을 확인할 수 있었으며 콘텐츠 업데이트 선호주기에 따른 가격탄력성의 변화는 통계적으로 유의하지 않았다. 이 연구는 앞으로 성장하게 될 팬덤 커머스 시장의 마케팅 전략을 세우는데 활용할 기초자료를 제공한다.

• 복식문화연구
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• 제30권4호
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• pp.548-562
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• 2022

We conducted this study to determine the TikTok usage status of Chinese consumers, and the effect of fashion advertisement type preference and TikTok characteristics on fashion product purchase intentions. For this study, we conducted a literature review and survey method. The following conclusions were drawn by collecting data online and performing statistical analysis. Firstly, the period of use was 2 - 4 years, and 95.1% of people used it for 2 - 3 hours a day, and 95.1% of the people had a purchasing experience on TikTok. Secondly, the most people were interested in self creating and editing videos in TikTok. With regards to TikTok content, groups aged 30 are significantly more interested in fashion coordination suggestions and influencer' recommendations than groups aged 20. Thirdly, this study found that the characteristics of TikTok fashion advertisements significantly influenced purchase intention. Among the characteristics of fashion advertisements, this study conclude that the "fashion entertainment" characteristic factor that fashion advertisements are fun and entertaining was the most influential variable on purchase intention, followed by useful information, reliability, and interactivity related to fashion. Fourthly, the types of preferred TikTok fashion advertising had a statistically significant effect on product purchase intention. The influential types of preferred advertising are top view, live advertisement, hashtag challenge, in-feed ads, and sticker ads.

• 한국의류산업학회지
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• 제24권6호
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• pp.744-755
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• 2022

This study sought to verify the shopping values that tourists pursue by purchasing at travel destinations based on tourists' motivation and identify the effects of these values on the types of fashion items preferred by tourists. Furthermore, this study verified the tourist shopping behavior of three Asian countries-Korea, China, and Japan-from a cross-cultural perspective. To obtain a sample that represents tourist shoppers in each country, a survey was conducted on adult men and women in their 20s to 60s, and 986 subjects were collected: 300 Koreans, 385 Chinese, and 301 Japanese. Factor analysis, structural equation modeling, and multigroup SEM were performed on the collected data using SPSS Statistics and AMOS. Based on escaping-seeking theory, tourist intentions were divided into escaping and seeking motivations, and tourist shopping values were divided into functional, emotional, and social. The shopping items were divided into materials and experiential goods to understand the difference between the types preferred by tourists according to the perceived value. In addition, differences in tourist shopping behaviors according to the three nationalities were identified. The findings illustrate that the escaping motive affects emotional and social values, whereas the seeking motive affects all three. Moreover, it was confirmed that functional and emotional values affect preference for material and experiential goods, but social value only affects preference for material goods. For the cross-cultural study, differences in tourist shopping behavior according to nationality were identified.