• 한국생활과학회지
• /
• 제19권6호
• /
• pp.1003-1012
• /
• 2010

This study analyzed purchase behavior according to the risk perceptions when customers buy Cosmetics at Internet Shopping Malls. Participants were 232 women in their 20s and 30s with more than one buying experience at an internet fashion shopping mall. Data were analyzed using factor analysis, Cronbach's analysis, cluster analysis, one-way ANOVA and a Duncan test. Results were as follows. Firstly, five factors of risk perception were identified: These were the payment risk, service risk, quality risk, price risk and experience risk. Secondly, customers of internet shopping malls could be categorized into three groups: A low risk perception group, a payment risk perception group and a high risk perception group. Factor analysis showed significant differences between these groups( p<.001). Thirdly, purchase behavior based on the purchase standards, purchase items, information searching were investigated according to the different groups of risk perception of internet shopping malls and results again significant differences between groups (p<.05, p<.001).

• 한국생활과학회지
• /
• 제20권5호
• /
• pp.1035-1046
• /
• 2011

The purpose of this study was to investigate the impulse buying behavior of men and women in their twenties, who have experiences of purchasing on internet shopping malls, when they buy fashion products. The data in this study was statistically analyzed using factor analysis, reliability coefficient, and multiple regression analysis using SPSS 14.0. The findings are as follows. First, factor analysis revealed five factors of impulse buying behavior during the purchase of fashion products on internet shopping malls: affective impulse buying, provocative impulse buying, situational impulse buying, reminder impulse buying, and pure impulse buying. Second, factors of perceived risk when purchasing fashion products on internet shopping malls included product quality, payment, service, and economy. Third, sources of information included personal sources of media for fashion professionals, commercials and sponsorship, and promotion. Fourth, the effect of the perceived risk on impulse buying behavior was investigated and the result showed that the perceived risk had a statistically significant influence on impulse buying behavior. Finally, the effect of the information source on impulse buying behavior was investigated and the results showed that the use of information sources had a statistically significant influence on impulse buying behavior.

• 한국의류학회지
• /
• 제35권5호
• /
• pp.575-586
• /
• 2011

This study first examines the effect of perceived body characteristics, satisfaction with body characteristics on perceived size related risk, and internet shopping clothing behaviors; in addition, it also examines the effect of the perceived size related risk on clothing behaviors. A questionnaire was conducted with responses from 219 female students, aged 19 to 25. Data was analyzed by frequency analysis, correlation analysis, ANOVA and Duncan test. The findings suggest that a consumer satisfied with body characteristics has active clothing behaviors to improve her appearance or body image. The effects of perceived body characteristics and satisfaction with body characteristics on perceived size related risk are also identified. The perceived size related risk increases when the size information of an internet shopping mall is insufficient compared to the situation when the consumer is not satisfied with her body characteristics. The meaningful differences of clothing behaviors according to extent of perceived size related risk are identified.

• 대한가정학회지
• /
• 제42권9호
• /
• pp.195-212
• /
• 2004

The purpose of this study was to analyze consumers' perceived risk and information search behaviors in internet shopping. For this purpose, survey was conducted on 302 consumers in their 20s and 30s who had internet shopping experience. This study found that consumers' perceived risk was significantly related to their gender, educational level, income, credit card use, period of internet un, number of internet shopping experiences, and purchased product. Consumers' search behaviors were also significantly affected by gender, age, educational level, income, period of internet use, and purchased product. In addition, a higher level of consumers' perceived risk was significantly related to the amount of information search on product attributes themselves rather than on general information search such as the number of sites or the number of brands.

• Asia Marketing Journal
• /
• 제3권1호
• /
• pp.30-47
• /
• 2001

본 연구에서는 가상시장에서 인터넷쇼핑몰을 통해 제품을 구매한 경험이 있는 소비자의 재구매의도를 확인하고자 시도하였다. 인터넷쇼핑몰을 통해 제품을 재구매하기 위해서는 이전 구매경험의 만족이 결정적 요인으로 작용할 것으로 가정하였다. 이러한 쇼핑만족에 영향을 주는 요인으로는 쇼핑몰의 구조적 특성(심미성, 이용편리성), 제품특성(품질, 가격), 그리고 서비스 특성(확신성, 신뢰성, 반응성) 등을 포함하였다. 이들 요인이 쇼핑만족에 영향을 주고, 만족이 재구매의도에 영향을 줄 것으로 가정하였다. 또한, 이들 만족과 재구매의도간의 관계는 지각된 위험 및 제품관여에 따라 조절역할을 할 것으로 가정하였다. 이러한 가설들간의 관계를 분석하고자 구조방정식모델을 실시하였고, 조절변인들의 조절효과는 조절회귀분석을 통해 검증하였다. 분석결과, 모든 연구가설들은 유의적으로 나타났다. 즉 쇼핑몰의 구조적 특성, 제품특성 및 서비스 특성은 쇼핑만족에 영향을 주며, 이러한 쇼핑만족은 소비자의 재구매의도에 영향을 주는 것으로 나타났다. 또한 만족과 재구매의도간의 관계는 지각된 위험과 관여수준에 따라 조절역할을 하는 것으로 나타났다

• 한국의류학회지
• /
• 제31권12호
• /
• pp.1733-1741
• /
• 2007

본 연구의 목적은 위험지각 측면에서의 의복관여도와 의류판매 웹사이트 상에서의 충동구매행동간의 관계를 알아보기 위한 것이다. 인터넷 설문지를 사용한 데이터 수집을 통해 339부가 본 연구에 사용되었다. 가설검증 전에 의복관여 요인을 분류하기 위해 요인분석을 실시한 결과 위험지각 측면에서의 의복관여가 두 가지 요인으로 분류되었다. 첫번째 요인은 risk importance이고 두 번째는 risk probability로 분류되었다. MANOVA를 통한 통계분석 결과 충동구매집단이 비충동구매집단보다 의복관여의 risk importance와 risk probability의 측면 모두에서 유의하게 낮게 나타났고 충동구매집단의 충동구매성향과 의복관여도의 두 가지 측면이 모두 부적인 상관관계를 가지는 것으로 나타났다. 그 결과 가설 1,2 모두가 검증되었다.

• 복식문화학회:학술대회논문집
• /
• 복식문화학회 2003년도 추계학술발표대회
• /
• pp.111-113
• /
• 2003

한국에서의 인터넷 이용자 수는 빠른 속도로 증가하고 있다. 2002년 6월에 발표된 KNP (Korea Netizen Profile)의 자료는 한국의 인터넷 사용자 중 여성은 약 42.9%이고, 20대가 약 43.6%를 차지한다고 보고하였다. 그러나 인터넷 쇼핑 방식에서는 소비자가 직접 실물을 확인하고 구매할 수 없으므로 의류 제품 구매 시 위험을 낮추기 위한 방안이 필요하다. 선행연구는 구매하는 의류의 품목에 따라 구매시 소비자가 지각하는 중요도가 다름을 보여준다. (중략)

• 경영정보학연구
• /
• 제19권3호
• /
• pp.155-177
• /
• 2017

본 연구는 사용자가 개인정보를 경제적 관점으로 인지할 때, 개인적 특성, 거래 상대방의 특성, 상황적 특성에 따라 변화되는 개인정보가치를 비용편익분석 프레임워크를 바탕으로 살펴보았다. 이를 위하여 본 연구는 첫째, 개인이 인지하는 개인정보가치의 영향 요인 탐색, 둘째, 개인적, 거래 상대방, 상황적 특성에 따른 인터넷 사용자들의 개인정보가치 인식의 차이 확인, 셋째, 도출된 선행요인들을 바탕으로 개인의 지각된 위험에 미치는 영향력 검증, 넷째, 개인의 지각된 위험과 개인정보가치 사이의 상관관계를 분석하였다. 또한 개인적 특성인 위험회피 성향과 거래 상대방의 정보보안체계 확립 및 개인정보 유출 경험 여부, 상황에 대한 불확실성과 통제성의 요인에 따라 달라지는 개인의 지각된 위험을 파악하고 추가적으로 이에 따른 개인정보가치의 변화를 살펴보았다. 연구 분석 결과, 개인정보 유출 경험과 정보보안체계 확립 여부 및 상황의 통제성과 불확실성은 개인의 지각된 위험에 유의미한 영향을 미쳤으며, 지각된 위험의 증가는 개인정보가치 상승에 영향을 주는 것으로 나타났다. 따라서 본 연구의 결과는 개인의 지각된 위험과 그 특성 요인들, 그리고 개인정보가치의 관계를 바탕으로 개인정보가치 산정에 새로운 관점을 제시함과 동시에 향후, 개인정보가치 산정 모델의 토대를 제공하였다는 점에서 의의를 갖는다.

• 한국생활과학회지
• /
• 제23권5호
• /
• pp.873-890
• /
• 2014

The purpose of this study was to examine the relationship among consumer's perceived risk of apparel purchase in internet shopping mall, control, and impulse buying. The subjects were 319 female college students in Gyeongsang provinces. The obtained data were analyzed by reliability analysis, analysis of frequency, factor analysis, cluster analysis, one-way ANOVA, Duncan's multiple range test, correlation analysis, and t-test. The major results of this study were as follows: First, three factors of consumer's perceived risk of apparel purchase in internet shopping mall were identified: size risk, trust risk, and social/psychological risk. Second, the subjects were categorized into three different types of groups according to perceived risk: high perceived risk type, middle perceived risk type, and low perceived risk type. Third, three control(self-control, goal-control, and desire for control) and three impulse buying(impulsive buying for showing off, impulsive buying for excitement, and impulsive buying due to memory) were identified. Fourth, there was significant difference between strong control group and weak control group on three factors of impulse buying. Fifth, a significant positive correlation was found size risk and three factors of control and a significant negative correlation was found self-control and three factors of impulse buying.

• 대한가정학회지
• /
• 제44권5호
• /
• pp.79-87
• /
• 2006

The purpose of this study is to analyze whether service quality and perceived risk have an effect on purchase intention and satisfaction of the fashion merchandise in internet shopping malls. To this end, a survey was conducted from June 20 to July 30 in 2005, among married women aged in their 20s and 30s, on their purchase experience of fashion merchandise from internet shopping malls. The survey was conducted over the internet with 306 subjects. The statistical analysis methods were frequency analysis, reliability analysis, factor analysis, and multiple regression analysis. First, the service quality factors were determined to be reliability, responsibility, ease of transaction, order convenience, and site characteristics. Perceived risk factors were determined to be merchandise risk, information exposure risk, social psychological risk, and function risk. Second, service quality factors of responsibility, ease of transaction, order convenience, site characteristics and perceived risk factor of social psychological risk had an effect on internet purchase intention of the fashion merchandise. Greater site use convenience, lower price, simpler ordering, and lower social psychological risk were all positively correlated with higher internet purchase intention of fashion merchandise. Third, nice quality factors and social psychological risk had an effect on satisfaction degree in internet shopping.