• 복식문화연구
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• 제16권3호
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• pp.559-573
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• 2008

Internet apparel businesses are required to provide various kinds of consumer information which includes both product information and customer service information. "New Age Elderly" who become an aged man in 21th century are familiar with internet and other high technological tools from their life time experience with technological development and ready to enjoy the convenience the technology offers. As a preliminary step to develop internet consumer information model for elderly consumers, this study examines the US and Korea apparel e-tailing sites targeting elderly consumers. Ten Korean sites and nine US sites were selected and compared for their provision of consumer information in terms of contents, ease to access, and the completeness of the information. Results of data analysis indicate that elderly market in Korea is not yet clearly defined compared to the US. In Korea, elderly consumer market is considered as a part of middle-aged market, and there was no unique target marketing efforts observed. Korean sites are better than the US's sites in terms of shopping information, while the US sites offer detailed information about the company, and customer service information. In both countries, fashion related information is lacking and failing to satisfy fashion conscious elderly consumers. Managerial implications were discussed.

• 한국의류학회지
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• 제34권6호
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• pp.997-1007
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• 2010

This study examines the role of consumer perception of social presence in e-tailing websites. The study proposes that the perception of social presence influences the variables that are important for e-tailers to build a relationship with consumers, which are the attitudes of consumers toward an e-tailer and patronage intentions toward the e-tailer. This study hypothesizes that the attitudes of consumers are influenced by individual perceptions of social presence that guide their patronage intentions. Consumer trust and their affective states are hypothesized to serve as mediators in the relationship between consumer perception of social presence and the attitudes toward an e-tailer. Sixty-one female students were used to test the proposed model. The findings from regression and mediation analyses supported all hypotheses, suggesting that the perception of social presence plays a significant role in consumer shopping habits for apparel: consumer perception of social presence influences consumer trust and affective states that modify attitudes toward an e-tailer and consumer patronage intentions. The theoretical and managerial implications for apparel e-tailers are discussed.

• 복식문화연구
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• 제20권2호
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• pp.272-285
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• 2012

The purpose of the study is to examine the role of consumer perceptions of websites' entertainment and informativeness in developing their attitudes (attitude toward the retailer and attitude confidence toward the product) in the context of apparel e-tailing. A structural equation model was developed for an empirical test based on the literature on uses-and-gratifications and attitude confidence. A sample of 119 consumers who live in the United States participated in the online survey. The results generally supported the proposed model. Specifically, the analyses revealed that consumers' purchase intention toward the displayed product is positively influenced by their attitudes toward the retailer and by their confidence in their attitudes toward the product. Interestingly, only one of the two cognitive antecedents, perceived entertainment, has a positive impact on consumers' attitude toward the retailer. Perceived informativeness, however, had a positive impact on attitude confidence. These findings suggest that consumers who have high perception of an e-tail website's entertainment are more likely to exhibit favorable attitudes toward the e-tailer, while consumers who have high perception of an e-tail website's informativeness are more likely to hold strong confidence in their attitudes toward the product displayed on the website. Both consumer attitudes toward the e-tailer and their attitude confidence lead to their purchase intentions.

• 한국의류학회지
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• 제33권6호
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• pp.916-928
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• 2009

본 연구는 현재 한국과 중국의 온라인 어패럴 리테일러들이 실시하고 있는 온라인 비주얼 머천다이징 실행의 차이를 분석하기 위해 실시되었다. 매출액에 근거하여 40개의 웹사이트를 선정한 후, 40개 웹사이트마다 5개씩의 리테일 스토어가 선정되었다. 내용분석방법과 카이-스퀘어 검증을 통하여 총 200개의 온라인 리테일 스토어가 분석되었다. 그 결과, 편이성, 제품실재감, 제품정보성, 서비스, 흥미성, 참여성, 심미성, 그리고 적합성의 8가지 온라인 비주얼 머천다이징 요인이 추출되었다. 각 요인별로 한국과 중국의 어패럴 리테일 스토어의 온라인 비주얼 머천다이징 실행 현황을 살펴본 결과, 8개 요인 모두에서 유의한 차이가 있는 것으로 나타났다. 본 연구는 한국과 중국의 온라인 비주얼 머천다이징 현황분석을 통해 온라인 비주얼 머천다이징이 구체적으로 어떠한 항목과 요인으로 구성되어 있으며, 한국과 중국의 온라인 비주얼 머천다이징 실행에서 이러한 항목과 요인들이 어떻게 다르게 사용되는지에 대한 이해를 제공하는데 그 의의가 있다.