• 제목/요약/키워드: 온라인 의복구매

검색결과 3건 처리시간 0.121초

온라인 의복구매를 위한 소비자 정보탐색의 경로분석적 탐구 (A Path Analytic Exploration of Consumer Information Search in Online Clothing Purchases)

  • 김은영
    • 한국의류학회지
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    • 제31권12호
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    • pp.1721-1732
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    • 2007
  • 본 연구는 온라인 의사결정과정에서 온라인 쇼핑속성, 정보원 및 구매의도와 관련된 소비자 정보탐색의 경로모델을 밝히고자 하였다. 연구대상은 미국 남서부지역의 대학교에 재학중인 대학생으로 표본으로 설문조사 하였으며, 총 219명의 이용 가능한 자료가 수집되었다. 자료분석을 위해 요인분석과 LISREL8.53을 이용하여 경로분석을 실시하였다. 연구결과, 소비자의 온라인 의복구매를 위한 정보원은 온라인 정보원, 소매점 정보원, 대중매체의 세 가지 유형으로 분류되었다. 특히, 온라인 의복구매를 위해 소매점 정보원(점포내 디스플레이, 제조업체의 팜플렛 또는 카달로그)을 더 많이 이용하는 것으로 나타났다. 추정된 경로모델을 살펴보면, 온라인 쇼핑속성의 중요도가 정보탐색에 유의한 영향을 미쳤다. 특히 온라인 의복 구매시, 소비자의 온라인 정보원 이용은 거래관련속성 즉 구매유인서비스(incentive service)에 의해 가장 크게 영향을 받는 반면, 소매점 정보원 이용은 심미성, 가격 등의 제품 및 시장관련속성의 중요도에 의해 더 크게 영향을 받는 것으로 나타났다. 또한 소비자의 세가지 탐색유형 모두 구매의도에 정적인 효과를 보이고 있었으며, 다른 정보원에 비해, 소매점 정보원 이용이 온라인 의복구매의도에 가장 큰 효과를 보였다. 따라서, 본 연구는 온라인 쇼핑속성별 소비자의 차별화된 정보탐색 패턴이 온라인 구매의도를 증가시키고 있음을 확인함으로써, 의류제품의 멀티채널 소매전략(Multi-channel retailing) 방향이 논의되었다.

한국과 미국 소비자의 온라인 의복구매시 추구혜택비교 (A Comparison of the Benefits for Online Clothing Purchase between Korean and U.S. Consumers)

  • 김은영
    • 한국의류학회지
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    • 제33권7호
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    • pp.1074-1085
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    • 2009
  • This study compares the benefits for online clothing purchases between Korean and U.S. consumers. A total of 464 usable questionnaires were obtained from respondents who resided in Korea (n=253) and the United States (n=21l). Data were analyzed by descriptive statistics, factor analysis, and MANOVA. For online clothing purchases, the benefit consisted of five factors: product attribute, transaction services, security, country of origin, and brand symbolism. Results showed that the main effect of nationality and gender on the benefit factors were significant; there was an effect of nationality on product attributes, transaction services, and country of origin. Compared with Korean consumer, U.S. consumers were more likely to consider the benefits of product attributes, transaction services, and country of origin for clothing in online purchases. In addition, there was a gender difference in benefit factors of product attributes, transaction services, country of origin, and brand symbolism. Females were more likely than males to consider the benefits for clothing in online purchases. An interaction effect of nationality and gender was not significant in online purchases for clothing. The managerial implications are discussed for global fashion marketing across the countries.

싸이월드 미니홈피 사용자의 자기노출 정도에 따른 패션 의식 및 온라인 의복 구매행동 연구 (A Behavioral Study of Cyworld Mini Homepage Users' Fashion Consciousness and Their Online Clothing Purchase Patterns in Relation to the Level of Self-disclosure)

  • 김연지;김칠순
    • 복식문화연구
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    • 제18권5호
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    • pp.991-1002
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    • 2010
  • Nowadays, personal media is a new tool for communication as digital cameras and mobile phones are developing rapidly. We are concerned over Cyworld users who could have different personal characteristics which will influence on buying patterns in on line shopping behaviors. The purpose of this research was to observe fashion attitudes and purchase behavior of Cyworld mini homepage users, for establishing marketing strategies by understanding consumers. For this study, one line survey was used for 500 male and female subjects who are 20 to 40 years old. Only reliable 441 questionnaires were used for analysis. The SPSS program was used for frequency, K-means cluster, t test, and chi-square test. A total of 441 respondents were clustered on the basis of 8 item self-disclosure scale, using the K-means procedures. The results indicated that respondents were clustered into two segments; 267 respondents(active attitude towards self-disclosure) and 164 ones(not active). We examined fashion attitudes in mini home page and buying behavior by self-disclosed variable. Those who are involved actively in self expression and self-disclosure considered more fashion style and trend. The major motivates of web surfing was finding a good design, and good price. High self-disclosure group tends to search many shopping mall for right design and low self disclosure group tends to search them for the right price. High self-disclosure group tend to shop the fashion products more, while low self disclosure group tend to purchase books more through the internet. We realized that active group in self-disclosure purchased their clothing accidently when they visit Cyworld.