Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Shopping Value of the Consumers Who Purchase Fashion/Beauty Products Using Group Buying Social Commerce and Private Shopping Malls

공동구매형 소셜커머스와 프라이빗 쇼핑몰을 이용하여 패션/뷰티 제품을 구매하는 소비자들의 쇼핑 가치

  • Seo, Sangwoo (Dept. of Fashion Business, Jeonju University) ;
  • Cho, Yunjin (Dept. of Textile Design, Gyeongnam National University of Science and Technology)
  • 서상우 (전주대학교 패션산업학과) ;
  • 조윤진 (경남과학기술대학교 텍스타일디자인학과)
  • Received : 2013.02.27
  • Accepted : 2014.03.21
  • Published : 2014.04.30
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Abstract

This study performs an investigative research on the shopping value of consumers who purchase fashion/beauty products using group buying social commerce among the types of social commerce and private shopping malls. We provide basic knowledge on consumer behavior using social commerce newly appeared as shopping channels. For the method, the research was performed by designing a sequential integration method of conducting quantitative verification after qualitative research. As a result of qualitative research, multiple shopping values have been shown as the common shopping values of consumers using two types of shopping malls. The dimensions are price, quality, convenience, interaction, information, reliability, hedonic and impulse buying values. A total of eight sub-dimensions have appeared due to performing quantitative verification on the shopping value of group buying social commerce. The dimensions are same as the results from the qualitative research. The shopping value of consumers who purchase fashion/beauty products using private shopping malls has been classified into seven dimensions (except interaction value).

Keywords

References

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