DOI QR코드

DOI QR Code

Purchase Motives, Use of Information Sources, and Decision Making Styles of Online Clothing Shoppers

온라인 의류 소비자들의 쇼핑동기, 정보원 사용과 의사결정 유형

  • Lee, Jung-Eun (Dept. of Fiber & Polymer Engineering, Hanyang University) ;
  • Lee, Kyu-Hye (Dept. of Clothing & Textiles, Hanyang University)
  • 이정은 (한양대학교 섬유고분자공학과) ;
  • 이규혜 (한양대학교 의류학과)
  • Published : 2009.06.30

Abstract

An overflow of information leads consumers to be easily distracted and to neglect the information being provided to them. E-tailers have to select types of information sources and provide their consumers with the most appropriate information. This study was done to specifically contribute to the research in proposing strategies of providing information of the Internet merchant to the e-shoppers through the analysis of relationships among the online purchase motives of consumers, the use of information sources, and decision making styles. This research categorizes the use of information sources into information sources concerning online stores and information sources concerning products. The uses of information sources relative to online stores are classified into the neutral, human, and marketer-oriented sources. The uses of information sources concerning the products are classified into the online and offline source. This study provides important suggestions for e-tailers to provide information about stores as well as products to the consumers with adaptable strategies.

본 연구는 온라인 쇼핑동기, 정보원의 사용, 의사결정 유형의 관계 분석을 통해, 소비자들에게 적합한 정보를 제공할 수 있는 전략을 제공하고자 하는 목적을 가지고 수행되었다. 실증적 연구결과 소비자의 쇼핑동기는 편의적 동기, 제품특성적 동기, 쾌락적 동기, 경제적 동기로 구분되었다. 본 연구에서 정보원은 이전 연구들과는 달리 쇼핑몰에 관한 정보원과 상품에 관한 정보원, 두 가지 종류로 구분하였다. 온라인 쇼핑몰에 관한 정보원은 중립적 정보원, 인적 정보원, 마케터 주도적 정보원으로 구분된 반면, 상품에 관한 정보원은 온라인 정보원, 오프라인 정보원으로 구분되었다. 이처럼 쇼핑몰에 관한 정보원과 상품에 관한 정보원은 차이를 보였으며, 정보원의 사용, 쇼핑동기, 의사결정 유형 각각의 관계도 알아 보았다. 결론을 바탕으로 온라인상의 의류 판매자가 소비자들을 그들의 쇼핑몰로 이끌고, 구매를 유도하도록 마케팅 전략을 제안하였다.

Keywords

References

  1. Ariely, D. (2000). Controlling the information flow: Effects on consumers' decision making and preferences. The Journal of Consumer Research, 27(2), 233−248 https://doi.org/10.1086/314322
  2. Bae, J., Park, J., Lee K., & Kim Y. (2007). Purchase motives of fashion products in surrogate Internet shopping malls. Journal of the Korean Society of Clothing and Textiles, 31(3),486−494 https://doi.org/10.5850/JKSCT.2007.31.3.486
  3. Barkhi, R., & Wallace, L. (2007). The impact of personality type on purchasing decisions in virtual stores. Information Technology and Management, 8(4), 313−330 https://doi.org/10.1007/s10799-007-0021-y
  4. Hafstrom, J. L., Chae, J. S., & Chung, Y. S. (1992). Consumer decision-making styles: Comparison between United States and Korean young consumers. The Journal of Consumer Affairs, 26(1), 146−158 https://doi.org/10.1111/j.1745-6606.1992.tb00020.x
  5. Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing, 60(3), 50−68 https://doi.org/10.2307/1251841
  6. Hoffman, D. L., Novak, T. P., & Chatterjee, P. (1995). Commercial scenarios for the web: Opportunities and challenges. Journal of Computer-Mediated Communication, 1(13)
  7. Jeong, S., & Kang, K. (1998). A study on the predictable variables of impulse buying by college women's clothing and shopping orientation: On marketing stimulus factors and information source. Journal of the Costume Culture, 6(4), 104−119
  8. Kim, E., & Knight, D. K. (2007). A path analytic exploration of consumer information search in online clothing purchase. Journal of the Korean Society of Clothing and Textiles, 31(12), 1721−1732 https://doi.org/10.5850/JKSCT.2007.31.12.1721
  9. Kim, J., & Hong, K. (2000). A study on shopping orientation and information source by male's clothing benefits. Journal of the Korean Society of Clothing and Textiles, 24(1), 43−54
  10. Kim, S. (2007). The transformation of clothing shopping orientation according to the purchase decision making process. Journal of Marketing Management Research, 12(3), 1−18
  11. Kim, S., & Rhee, E. (1999). An exploratory study on segmentation of Internet clothing buyer: Focusing buying motives. Journal of Korea Distribution Association, 4(2), 75−91
  12. Kim, S., & Rhee, E. (2005). The qualitative study for construction of Internet shopping behavior model of apparel. Journal of the Korean Society of Clothing and Textiles, 29(9/10), 1285-1294
  13. Klein, L. R., & Ford, G. T. (2003). Consumer search for information in the digital age: An empirical study of pre-purchase search for automobiles. Journal of Interactive Marketing, 17(3), 29−49 https://doi.org/10.1002/dir.10058
  14. Kumar, N., & Lang, K. R. (2007). Do search terms matter for online consumers: The interplay between search engine query specification and topical organization. Decision Support Systems, 44, 159−174 https://doi.org/10.1016/j.dss.2007.03.010
  15. Lee, S. (2000). A characteristic of consumer groups classified by clothing shopping motives. Journal of the Korean Society of Clothing and Textiles, 24(8), 1242−1253
  16. Lim, H., & Hong, K. (2004). A study on information search and impulse buying behavior according to the Internet clothing shopping motives. Journal of the Korean Society of Clothing and Textiles, 28(8), 1065−1075
  17. McCorkle, D. E. (1990). The role of perceived risk in mail order catalog shopping. Journal of Direct Marketing, 4, 26−35 https://doi.org/10.1002/dir.4000040406
  18. Mok, B., & Ko, E. (2001). A study on the type of Internet fashion business. Journal of Korean Internet Electronic Commerce, 1(1), 39-60
  19. Nam, M., & Kim, K. (2003). A study on the clothing benefits and the source of information of Korean female university students according to shopping orientation. Journal of Korean Home Economics, 41(9), 55−67
  20. Noble, S. M., Griffith, D. A., & Adjei, M. T. (2006). Drivers of local merchant loyalty: Understanding the influence of gender and shopping motives. Journal of Retailing, 82, 177−188 https://doi.org/10.1016/j.jretai.2006.05.002
  21. Sproles, E. K., & Sproles, G. B. (1990). Consumer decisionmaking styles as a function of individual leaning styles. The Journal of Consumer Affairs, 24, 134−147 https://doi.org/10.1111/j.1745-6606.1990.tb00262.x
  22. Papatla, P., & Liu, F. (in press). Google or BizRate: How to search engines and comparison sites affect unplanned choices of online retailers. Journal of Business Research https://doi.org/10.1016/j.jbusres.2008.10.018
  23. Park, H. R. (2008, November 24). A tendency of e-commerce and e-shopping in the first quarter of 2008. Korean National Statistical Office. Retrieved January 21, 2009, from http://www.nso.go.kr/
  24. Park, J., Lennon, S. J., & Stoel, L. (2005). On-line product presentation: Effects on mood, perceived risk, and purchase intention. Psychology & Marketing, 22(9), 695−719 https://doi.org/10.1002/mar.20080
  25. Rohm, A. J., & Swaminathan, V. (2004). A typology of online shoppers based on shopping motivations. Journal of Business Research, 57, 748−757 https://doi.org/10.1016/S0148-2963(02)00351-X
  26. Tauber, E. M. (1972). Why do people shop. Journal of Marketing, 36, 46−49
  27. Youn, S., Jin, B., Lee, S., & Koh, A. (2001). Analysis of Internet shopping-mall images through benefit segmentation and perceptual mapping. Journal of Korea Home Economics, 39(10), 55−67

Cited by

  1. The Effects of Internet Fashion Consumer Characteristics, Shopping Motivation, and Price Sensitivity on Negative Purchasing Behavior vol.15, pp.3, 2013, https://doi.org/10.5805/SFTI.2013.15.3.381
  2. Shopping Motives, Information Search and Behavioral Intentions of Internet Fashion Consumers vol.35, pp.8, 2011, https://doi.org/10.5850/JKSCT.2011.35.8.918
  3. A Cross-cultural Analysis of Online Satisfaction, Service Failure and Recovery: An E-A-S-QUAL Approach vol.35, pp.6, 2011, https://doi.org/10.5850/JKSCT.2011.35.6.700