• Proceedings of the Korea Contents Association Conference
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• 2018.05a
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• pp.19-20
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• 2018

전자상거래가 대중화되면서 다양한 아이템을 손쉽게 구매할 수 있는 환경이 조성되었다. 전자상거래에서 소비자의 구매율을 향상시키기 위해 개인 맞춤 추천 서비스가 요구되고 있다. 본 논문에서는 사용자 성향과 제품의 신뢰성을 고려한 상품 추천 기법을 제안한다. 사용자의 성향은 찜하기, 리뷰, 클릭 등과 같은 다양한 사용자의 행위 분석을 통해 추출하고 상품의 신뢰성은 SNS에서의 언급 수와 서비스내의 사용자 행위를 통해 계산한다. 계산된 성향을 기반으로 협업 필터링을 수행하여 상품별 예측 점수를 생성하고 상품의 신뢰성을 고려하여 최종적인 추천 목록을 생성한다.

• Journal of the Korea Fashion and Costume Design Association
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• v.11 no.1
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• pp.181-192
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• 2009

본 연구는 소비자가 다른 사람과 차별되며 특별하게 지각되고자 하는 성향을 나타내는 소비자의독특성 욕구와 의복에 대한 관심이 브랜드 인식, 브랜드 충성, 및 구매의도와의 어떠한 관계를 지니고 있는지를 밝히고자 하였다. 특히 이러한 관계에 있어 문화간의 차이가 있는지를 알아보기 위하여 한국과 미국 소비자를 대상으로, 소비자특성이 구매의사결정에 미치는 과정의 모형을 검증한 후, 두 모형을 비교 분석하였다. 자료는 설문지를 사용하여 한국과 미국대학생을 중심으로 수집되었으며, 응답이 부정확하거나 불성실한 설문지를 제외하고, 총 485부-한국 271부와 미국 214부-만이 최종 자료 분석에 사용되었다 본 연구에서 사용한 통계분석방법으로 신뢰도 검증을 위하여 SPSS 11.0을 이용하여 신뢰도 계수를 구하였으며, Prelis 2와 Lisrel 8.53으로 확인적 요인분석 및 모형검증을 실시하였다. 한국과 미국소비자의 선택친 모형을 비교한 결과, 전반적인 모형의 구조에도 차이를 보였을 뿐 아니라 각 변수간의 영향력에도 차이가 있음을 나타냈다. 소비자의 독특성 욕구의 하위차원인 '독창적 선택'과 '브랜드 충성도'의 관계는 두 그룹간의 반대의 성향을 보였으며, '비대증적 선택'과 '브랜드 인식'도 또한 한국 소비자는 정의 관계를 보인 반면, 미국소비자는 부의 관계를 나타냈다. 이와 더불어 유사성을 회피하려는 한국소비자들은 브랜드에 충성하는 경향이 있는 반면, 미국소비자들은 브랜드 인식도가 높은 것으로 나타나 두 문화간의 차이가 있음을 뒷받침하였다. '브랜드 충성도'는 두 집단 모두 '구매의도'에 상대적으로 높은 영향을 미치는 것으로 나타났다.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.4
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• pp.1574-1584
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• 2012

This study attempts to explore the design sensitivity of both luxury and non-luxury brand products, and its effect on purchase intention. As a result, there was no difference in design sensitivity between luxury and non-luxury brand product, but the effect of design sensitivity on purchase intention was found different between luxury and non-luxury brand. It shows that for luxury brand, the people with high design pursuit of the brand have high purchase intention while for non-luxury brand, the people with high design value of the brand have high purchase intention. It indicates that for luxury brands, consumers already recognize the value of its design, which does not affect the purchase intention. For non-luxury brands, it would be important to let consumers recognize their design value.

• Journal of Digital Convergence
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• v.18 no.6
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• pp.255-269
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• 2020

This paper aims to analyze the factors influencing consumer's choice of smartphone purchase channel in multichannel environments. Recently, smartphone purchase channels are becoming more complex and diverse. A smartphone with a short purchase cycle is a product applying advanced technology, the research of this topic would be significant. The major findings of this study are as follows. First, depending on the consumer's shopping orientation, the consumer group was classified into three groups of preference 1. Active shopping, 2. Convenient shopping, and 3. Rational shopping. Second, it was analyzed that the consumer's shopping orientation influenced the decisions of the information search channel and the purchase channel. Third, there was a significant difference between the search and purchase channels in the three groups. Finally, in the channel experience, there was a significant difference in price satisfaction by group. The results of these studies are expected to provide practical implications for establishing a customized multi-channel strategy. This study provides a desirable model for research on smartphone purchase channels.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.9
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• pp.1551-1562
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• 2001

본 논문에서는 카탈로그 구매자들이 의복쇼핑과 관련한 변인에 대하여 성별 차이를 보이는지를 연구하였다. 총 207명의 의류카탈로그 소비자들을 남성그룹 (N=97)과 여성그룹 (N=110)으로 나누어 카탈로그 의복쇼핑과 관련하여 구매자 성향, 애고 동기, 애고 행동을 비교하였다. 여성은 남성보다 유희적, 가격 중시, 편리성 중시 구매자 성 향을 높게 보였다. 여성 소비자들은 남성 에 비해 카탈로그 쇼핑에 대한 전반적인 만족도를 더 높게 나타내었고, 특히 편리성, 용이성, 유희성, 안전성, 경제성 면에서 더 높게 평가하였다. 남성이 여성보다 더 높은 만족도를 나타낸 유일한 항목은 카탈로그의 브랜드 구색이었다. 이처럼 카탈로그 의복쇼핑의 만족도에 관한 성별 차이에도 불구하고 실제로 카탈로그를 통한 의복쇼핑 행동에서는 성별의 차이가 발견되지 않았다. 결론을 바탕으로 의류 카탈로그 업체를 위한 마케팅 전략들이 제안되었다.

• Journal of the Korean Home Economics Association
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• v.39 no.11
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• pp.73-88
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• 2001

Apparel has been generally considered to be high involvement merchandise. But, there are many kinds of merchandises with various attributes within the apparel category. Among apparel merchandises, innerwears have been known to be relatively low-involved and convenience products. Lately, many brands with brand name, high quality, and fashionability were launched, and innerwear consumers became more sophisticated and individualized. Therefore, investigating the shopping orientations and behavious of innerwear consumers is needed. Consumers perceived the images and attributes of competing brands to be similar. So, those brands in competition need to establish differentiation strategy. Generally, the innerwear shopping orientation of consumers was passive and low-involved. But, they could be segmented into apathetic group, brand oriented/loyal group, and rational/economic purchaser group. These groups showed significant differences in demographic characteristics, store patronage, and information sources of innerwear. Therefore, there are consumer groups with various shopping orientations and purchasing behaviors in the innerwear market.

• Journal of the Korean Home Economics Association
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• v.39 no.6
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• pp.79-92
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• 2001

The goal of this study is to investigate the consumers'shopping orientation among those who have experience in buying imported clothing and those who have no experience in buying imported foreign clothes, types of clothing they buy (planned purchase, non-planned purchase, impulsive purchasing), purchase behavior, and demographic characteristics. The data were obtained from questionnaires completed by 400 women in the Daegu area whose age was 20 years and older. The SPSS package was used for data analysis which includes a test of reliability, frequency, percentage, factor analysis, t-test, and $\chi$$^2$ test. There were significant differences in clothing shopping orientation, impulsive purchasing, use of information sources, store selection standards between groups who had experience of buying imported clothing and had no experience of it. Also, there were significant differences in education levels, income Levels, marital status between two groups.

• CRM연구
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• v.2 no.2
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• pp.21-40
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• 2009

This study conducted to examine how consumer's perception of COO(Country of (Brand) Origin) image affects brand association knowledge, how coo image and brand association knowledge affect buying intention, how these relationship differs in hedonic and utilitarian products and the moderating effect of consumer's ethnocentrism in the influence of brand association to buying intension. The results indicated the followings: First, it was significant COO Image affect brand association knowledge, more strong significant in Hedonic products than in utilitarian products. But it was not supported COO Image affect buying intension significantly. Second, Brand association knowledge affected buying intention significantly. And the last, consumer's ethnocentrism mediated between brand association knowledge and buying intention strong significantly.

• Korean Journal of Poultry Science
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• v.47 no.4
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• pp.247-254
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• 2020

This study examined how consumer choices (i.e., selecting food safety certified products, health-related products, and familiar brands) affect the purchase of Korean native chicken (KNC) and the demographics that influence KNC purchases using secondary consumer panel data from the Rural Development Administration of Korea. The grocery purchase data from 654 Korean households between 2017 and 2019 were used; the propensity for food safety certified products was measured by the purchasing frequency of Good Agricultural Practice (GAP) and Hazard Analysis and Critical Control Point (HACCP) products, and the propensity for health-related products was measured by the purchasing frequency of home meal replacement (HMR) and hedonic products. The propensity to purchase familiar brands was measured using a questionnaire. Logistic regression was used to examine the determinants of the KNC purchase experience, and multiple linear regression was used to determine the factors that influenced the KNC purchase frequency. The results showed that unemployed women purchased more safety certified products, health-related products, familiar brands, and KNC. These findings suggest that targeting consumers with differential marketing strategies may help promote KNC consumption. This study identified factors that influence KNC purchases, which is important for understanding consumer behavior and revitalizing the market.

• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.2
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• pp.27-41
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• 2013

The purpose of this study is to find out the influences of consumers' shopping orientation and impulse buying orientation on shopping addiction to fashion products in the internet shopping malls. This study surveyed 521 male and female consumers in their 20s~40s in August 2012 who have purchased fashion products through internet shopping malls. For statistical analysis, descriptive statistics, reliability analysis, $x^2$-test, factor analysis, ANOVA analysis, Duncan test, and regression analysis were carried out using SPSS for Windows 12.0. The results are as follows. First, it was identified that there were not significant differences in consumers' demographic characteristics according to the level of internet shopping addiction consumer groups. Second, high level shopping addiction consumers were higher in pleasure/convenience seeking, fashion seeking, and brand seeking shopping orientations and in refreshing, non-plan shopping, recommendation from acquaintances, product stimulus, purchaser stimulus, sales promotion stimulus impulse buying orientations than low level consumers. Third, internet shopping addiction was significantly influenced by the pleasure/convenience, fashion, economic efficiency, brand, sale seeking shopping orientations and refreshing, non-plan shopping, sales promotion stimulus impulse buying orientations. The results of this study will help internet fashion enterprises to handle the consumers with shopping addiction as well as the consumers with high shopping addiction to be able to manage their shopping addiction themselves.