• The Research Journal of the Costume Culture
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• v.22 no.2
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• pp.240-257
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• 2014

In this study, we identified the characteristics of mobile fashion shopping and verified the path model of effects of these characteristics on mobile fashion shopping purchase intention through perceived usefulness and perceived ease of use. We conducted the survey targeting smartphone users in their 20s~30s and analyzed the structural equation model using AMOS 16.0. The results were as follows: Mobile fashion shopping characteristics (enjoyment, credibility, instant connectivity, security, and personalization) had positive effects on perceived usefulness and perceived usefulness influenced attitude toward purchase and purchase intention positively. Attitude toward purchase affected purchase intention in a positive way and perceived usefulness had indirect effect on purchase intention through attitude toward purchase. In conclusion, we proposed the marketing strategies of the mobile fashion shopping businesses.

• Proceedings of the Korea Society for Industrial Systems Conference
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• 2003.05a
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• pp.88-93
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• 2003

본 논문에서는 현재 인터넷 마케팅의 현주소를 알고 문제점을 파악하여 앞으로의 발전방향에 대해서 연구해 보고자 한다. 인터넷 사용자층의 증가에 따라 소비자들이 원하는 범위도 다양해지고 있는 현시점에서 인터넷 마케팅의 변화와 발전은 당연시되고 있다. 인터넷 안에서 이용자들에게 다양한 컨텐츠로 서비스를 제공하면서 기업의 상품에 대한 광고효과를 가져오는 웹사이트에서부터 가격경쟁과 차별화 된 서비스로 수많은 쇼핑몰들 중에 경쟁우위에 있는 웹사이트들의 성공요인을 알아본다. 많은 기업이 좁은 공간의 상권경쟁에서 적은 비용으로 높은 광고효과와 이윤을 남길 수 있는 인터넷 사업으로의 투자증가에 따른 인터넷시장의 문제점과 해결방안을 제시하고 무분별한 광고의 문제점도 제시해 본다. 인터넷 강국으로서 앞으로 인터넷 시장에서 기업 경영자들이 가져야할 자세와 인터넷 시장의 소비자들의 올바른 태도에 대하여 알아본다.

• Proceedings of the Korea Contents Association Conference
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• 2012.05a
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• pp.157-158
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• 2012

본 연구는 온라인 채널상에서 소비자의 구매의사결정이 어떠한 영향을 미치고 있는지 알아보기 위한 실증적인 연구조사이다. 온라인 채널의 가치를 담고 있는 채널자산에는 소비자의 이성적요인과 감성적요인이 영향을 미치고 있다. 이러한 요인들이 소비자의 브랜드 선호도와 브랜드이미지에 영향을 주어 궁극적으로 구매의도를 형성한다는 것을 규명하고자 하였다. 따라서 감성적인 요인이 온라인에 대한 애호도와 선호도에 유의적인 영향을 주는 것으로 밝혀졌고 온라인 이용자가 정보 수집을 추구하면서 단순히 정보탐색자체를 즐기기도 한다는 기존 연구결과를 재확인하였다. 또한 소비자의 감성적 요인이 브랜드 선호도와 이미지에 유의한 결과를 갖게 되어 인지-태도의 순도 가능하다는 것이 규명되었다.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.8
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• pp.1239-1247
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• 2002

Consumers' purchase intention related with price reduction is important factor for the successful marketing strategy of electronic commerce as a new marketing channel. Therefore, the purpose of this study was to assess the difference of consumers' attitude(purchasability and perceived need) depending upon purchasing variables, and to investigate how consumers' attitude influence on purchase intention with price reduction in the internet shopping mal1. For research method, 400 questionnaires were distributed to subjects who were 20 to 39 years old; and among the returned questionnaires 347 were usable. Data were analyzed by t-test, regression analysis, frequency with SPSS 10.0. Results of this study were as follows: First the results showed that purchasability and Perceived need affect Purchase intention according to off-price percentage, and brand and clothing style in discount. Second, there were significant differences in purchasability, and perceived need according to off-price percentage, and brand in discounts. However, there were no significant differences in purchasability and perceived need according to clothing style in discounts.

• Proceedings of the Korea Information Processing Society Conference
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• 2001.04a
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• pp.593-596
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• 2001

인터넷 기술이 비약적으로 발전하면서, 인터넷을 통해서 여러 가지 정보를 주고받고 있다. 특히 은행 업무, 쇼핑 등 인터넷을 기반으로 행하는 전자상거래가 이미 일부에서 활발히 시행되고 있다. 최근 이외의 다양한 분야에서도 새로운 응용에 XML 을 적용하고 있다. W3C 가 주도적으로 표준화하고 있는 XML 은 SGML 의 부분집합으로서 문서의 내용에 관련된 태그를 사용자가 직접 정의해 확장성을 제공하고 있다. 그러나 이러한 XML 문서의 전송 중 개인정보 유출에 대한 위협이 있을 수 있는데, 본 논문에서는 신뢰성 있는 전송을 제공하기 위해 정보교환의 새로운 패러다임으로 등장한 XML 과 멀티캐스트 기술을 기반으로 한 암호화 메시지 전송 시스템을 설계하였다.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2014.05a
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• pp.177-179
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• 2014

Unlike using smart-phone for music, game, information searching, shopping, using smart-phone for tasks may be forced in the task environment. Therefore, attitude, usefulness, and easy of use of technology on information technology adoption mode can not fully explain using smart phone for tasks. To explain using smart phone for tasks, this paper is based on the theory of task and technology fit(TTF) that TTF influences the usage performance of technology.

• Journal of Global Scholars of Marketing Science
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• v.15 no.2
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• pp.227-244
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• 2005

This case examined the strategy of taking back a market leader in Korea Internet shopping mall through free book delivery service of Interpark. Although lnterpark was an oldest Internet shopping mall in Korea, its market position has been weaken and weaken due to strong challengers based on TV Home shopping companies. In order to overcome the difficult situation, Interpark chose the book division as a bowling alley. The company offered boldly a free delivery service of book for customers. The free delivery service was considered as a risky bating because it cost a lot. However, it led more customer traffic to Interpark and cross-selling of other categories. At last Interpark took back a market leader based on free book delivery service. The case showed it was very important for e-business company to analyze market and competitors and to implement bold strategies at high speed.

• Fashion & Textile Research Journal
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• v.17 no.3
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• pp.392-404
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• 2015

This study investigated how the image exaggeration influence consumer attitude toward product in mobile shopping. Image exaggeration was manipulated by adding light effects on image and adjusting the width for slender mirror effect. Subjects were randomly allocated to four mock-mobile website stimuli. The overall results showed that the image exaggeration had negative effect on product attitude mediated by diagnositicity. First, the mediation effect of diagnositicity between exaggeration and product attitude was tested by bootstap method. The diagnositicity fully mediated between two variables and exaggeration had negative total effect on diagnositicity. The image exaggeration had no direct effect on product attitude. Second, to test the moderating effect of image congruence between the image exaggeration and diagnositicity, conditional indirect effect of diagnositicity was analyzed. As a result, the moderating effect of image congruence was significant. When consumers perceived high self-image congruence with picture image on mobile website, the exaggeration had no negative effect on product attitude. This indicates self-image congruence counteracts the negative effect of the exaggeration on diagositicity. And the moderating effect of image aesthetics between the image exaggeration and product attitude was examinated by the conditional direct effect model. The analysis found that image aesthetics had significant moderating effects particularly on high or low levels of aesthetics. When image aesthetics was perceived as high, image exaggeration had negative effect on product attitude, whereas image aesthetics was low, image exaggeration had positive effect on product attitude. This result indicated that the positive exaggeration effects existed when images were aesthetically appealing.

• Journal of Industrial Convergence
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• v.21 no.11
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• pp.1-12
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• 2023

With the recent explosive popularity of SNS, it is increasingly important to utilize SNS marketing, and in this process, the importance of image and caption order in SNS layout is also growing. This research aims to analyze the impact of SNS layouts (Image First vs. Caption First) on the user's attitude toward SNS shopping. A survey was conducted targeting 350 general public and college(graduate) students living in Daegu City and Gyeongbuk Province. The data was analyzed using PROCESS, regression analysis, and t-test by SPSS 21.0 program. The result of this study, it was confirmed that the Image First was more accessible than the Caption First. The Caption First was confirmed to be more diagnostic than the Image First. Moreover, from three specific mediation paths, only two were confirmed, named is through diagnosticity and usefulness, and through accessibility, diagnosticity, and usefullness. The path through diagnosticity and usefulness were stronger than another. Additionally, the impact of accessibility on diagnosticity was found to be higher when involvement was high rather than when involvement was low.

• The Journal of the Korea Contents Association
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• v.14 no.10
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• pp.741-753
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• 2014

The objective of the study is to explore how to influence SNS's characteristics on attitude formation toward jewelry product and online shopping mall. SNS's characteristics are contextuality, responsiveness, social presence, and interaction as independent variables. Consumer satisfaction, worth of mouth and purchase intention are considered as dependent variables. Data were collected from a survey of 317 consumers who have experience to purchase jewelry product to examine their attitude toward SNSs, jewelry product, and online shopping mall from November 1 to November 15 2013. In order to test hypotheses, CFA analysis with covariance structure analysis was conducted using EQS6b. SNS's users have a tendency to perceive SNSs as bridge to connect other people and to get new information as well as they are willing to feel familiarity on SNSs. Users, who have a higher contextuality, responsiveness, social presence, and interaction of SNS's characteristics, are willing to have word of mouth intention of jewelry product as well as have high satisfaction. The study found that interaction is not effect on consumer satisfaction because interaction factor is to evaluate SNSs as one of the media.