• 한국의류학회지
• /
• 제26권5호
• /
• pp.642-653
• /
• 2002

The purposes of this studs were 1) to identify web navigation values and classify consumers based on these values and 2) to determine differences between consumer groups and between types of shopping mall in evaluation of website attributes when shopping apparel. The data were collected via a self-administered questionnaire from 204 male and female students who experienced shopping at the website, living in Cheju and analyzed by factor analysis, cluster analysis and t-test. Two factors of navigation value were found and labeled as; information value and entertainment value. Two groups were identified based on navigation value; users of information value (53%) and users of entertainment value (47%). Significant differences between two groups were found in evaluating website attributes selling products of various types regarding apparel products and processes for information search, order and payment. However, for shopping mall website selling only apparel products, differences between two groups were not significant in evaluating most attributes except for two items to evaluate apparel products. Differences between shopping mall types (shopping malls selling products of various types and selling only apparel product) were significant in evaluation of internet users of information value regarding attributes of apparel products while differences between shopping mall types were not significant in evaluation of users of entertainment value regarding all attributes. Internet users of information value showed favor to shopping mall website of department store type chi e internet users of entertainment value showed favor to shopping mall website selling only apparel products.

• 복식
• /
• 제52권3호
• /
• pp.161-169
• /
• 2002

The purposes of this study were to investigate effects of the clothing consumption value on the service quality and to examine the determinant factors on the attitude of interned apparel shopping. The data were collected from 227 female adults using questionnaire. Using SPSS 9.0 package. Cronbachs $\alpha$, factor analysis, and multiple regression analysis were performed. The results could be summarized as follows. 1. Clothing consumption value was composed of 5 factors : fashion value, social value, functional value, personality value, and emotional value. 2. Clothing consumption vague had direct effects on the service quality of internet apparel shopping mall. The service quality was perceived as reliability, advantage. responsibility, product assortment, tangibles, and rapidness. 3. Consumer characteristics such as age, household income. experience of internet shopping. and web search ability, clothing consumption value. and product assortment of the service quality had significant effects on the attitude of internet apparel shopping.

• 한국의류학회지
• /
• 제34권1호
• /
• pp.14-26
• /
• 2010

This study investigates the effectiveness of fashion coordination presentation formats when people buy apparel products online. This study conducted an online survey with 595 females who shopped online at the simulated website by a single apparel plan picture (n=189), coordination plane picture (n=187), and 3-D coordination image (n=216). For data analysis, factor analysis, Cronbach's alpha, MANCOVA, ANOVA, Duncan test, correlation analysis, and chi-square are used. The results of this study are: First, the hedonic shopping value was significantly the highest when respondents shopped at a 3-D coordination image shopping mall, the next highest-scored presentation type was the coordination plane picture, and the case of presenting only the single apparel picture was significantly the lowest. The utilitarian shopping value and information shopping value were higher in the coordination plane picture and the 3-D coordination image shopping mall than the single apparel picture. Second, transactions satisfaction was high when respondents shopped at a 3-D coordination image, coordination plane image, and single apparel image in decreasing order.

• 한국의류학회지
• /
• 제32권2호
• /
• pp.247-258
• /
• 2008

The purposes of this study were to investigate influences of consumer's shopping value, brand alliances and apparel product involvement on purchasing behavior. The subjects of 172 hedonic shopping value and 208 utilitarian shopping value were chosen to participated for data collection. The data was analyzed by factor analysis, cluster analysis, and ANOVA. The main results of study were summarized as follows: 1. When an Internet Private Brand(PB) did not form brand alliance with a National brand(NB), utilitarian shopping value consumers did not differ in preference irrespective of whether product involvement was high or not. However, when the PB formed brand alliance with well-known NB, they showed higher preference for the high involvement apparel product than the low involvement product. 2. When an Internet PB did not form brand alliance with well-known NB, the utilitarian shopping value consumers' word-of-mouth intention did not differ between the high involvement apparel product and low involvement apparel product. 3. It was revealed that when an Internet PB did not form brand alliance, the utilitarian shopping value consumers showed higher intention to purchase than that of the low involvement product.

• 한국의류학회지
• /
• 제33권8호
• /
• pp.1215-1226
• /
• 2009

This study classifies consumers according to apparel shopping values to find the differences of apparel attributes in accordance to shopping value segments between Korean and Chinese college students. College students from Seoul and Beijing participated in the study and a quota sampling method collected the data. Data from 504 questionnaires is used for the statistical analysis. A factor analysis through, Cronbach's alpha coefficient, ANOVA, and a post-hoc test are conducted. Two factors of apparel shopping values are classified (hedonic shopping values and utilitarian shopping values). Four segments of apparel shopping value were classified (hedonic shopping, low involvement shopping segment, high involvement shopping, and utilitarian shopping). Three factors of apparel attribute are classified (external attributes, internal/aesthetic attributes, and internal/quality attributes). The result indicate that high involvement shopping segments considered all the clothing attributes more importantly than the other three segments. Chinese respondents of hedonic shopping segments and high involvement shopping segments considered advertisements in terms of external attributes, assembly, and fit in terms of internal/quality performance attributes as more important than Koreans. Chinese respondents of low involvement shopping segments also considered assembly and fit in terms of internal/quality performance attributes as more important than Koreans. Korean respondents of utilitarian shopping segments had a special regard for design and color in terms of internal/aesthetic attributes but the Chinese had a special regard for assembly, fit, and ease of maintenance in terms of internal/quality performance attributes.

• 한국생활과학회지
• /
• 제14권1호
• /
• pp.155-165
• /
• 2005

The purpose of this study is 1) to investigate the effects of Internet apparel store attributes, shopping values, Internet usage, and consumers' characteristics on consumers' Internet apparel purchasing behavior; and 2) to identify the influence of Internet apparel store attributes, Internet usage, and consumers' characteristics on the Internet apparel purchasing behavior of hedonic or utilitarian consumers. The data were collected via an online survey. A total of 4,254 Internet users participated in this survey. Only 589 out of the users' reponses were used as a sample for this research, because those users had previously experienced Internet apparel purchasing. Factor analysis revealed five dimensions of Internet apparel store attributes: site design/navigation, promotion programs, trust, product assortment/ information, and customer service. Based on the respondents' shopping value scores, we identified them as hedonic or utilitarian consumers. Through multiple regression analyses, site design/navigation and promotion programs among store attribute variables, hedonistic or utilitarian shopping values, the number of years on the Internet, income, and educational level were found to be significant predictors of Internet apparel shopping frequency. Among them, hedonistic shopping values were the best predictor of Internet apparel purchasing frequency. Based on the Internet apparel purchasers' shopping value, purchasers were divided into two groups. For hedonic Internet apparel shoppers, the number of years on the Internet, educational level, sex, age, and income were significant predictors of Internet apparel shopping behavior. On the other hand, promotion programs among store attribute variables was the only significant factor that affects utilitarian consumers' Internet apparel shopping behavior.

• 한국유통학회지:유통연구
• /
• 제15권2호
• /
• pp.101-122
• /
• 2010

본 연구에서는 인터넷 쇼핑 사이트를 이용하여 의류 구매시 느끼는 긍정적, 부정적 감정이 쾌락적, 실용적 가치지각에 미치는 영향과, 이러한 쾌락적, 실용적 가치지각이 점포접근행동에 미치는 영향관계를 연구하였다. 이 연구를 위하여 Babin and Attaway가 오프라인 쇼핑 사이트 연구에 활용한 연구모형을 인터넷 쇼핑상황에 적용하여 연구모형을 제시하고 실험자료를 통하여 검증하였다. 인터넷 쇼핑몰을 통해 의류상품을 쇼핑하는 과업을 수행하고 제시된 설문 문항에 응답하도록 하는 실험을 실시하여 278명의 결과가 통계분석에 이용되었으며 탐색적/확인적 요인분석과 Amos 6.0을 활용한 구조방정식 모형 검증을 실시하였다. 구조방정식 모형검증 결과 인터넷 의류 쇼핑 사이트에 대해 부정적인 감정을 많이 느낄수록 사이트에 대한 쾌락적, 실용적 가치지각이 낮았으며, 긍정적인 감정을 많이 느낄수록 사이트에 대한 쾌락적, 실용적 가치지각이 높았다. 이렇게 지각된 인터넷 의류쇼핑사이트의 쾌락적, 실용적 가치는 태도에 긍정적인 영향을 미치나, 재방문의도에는 실용적 가치만이 긍정적인 영향을 미쳤다. 본 연구결과를 바탕으로 이론적, 실무적 시사점들이 제시되었다.

• 한국의류학회지
• /
• 제38권1호
• /
• pp.87-96
• /
• 2014

E-shopping is traditional method to purchase products in a modern society. Fashion products are one of the most popular product categories sold and impulsively bought online. This study examined the causal relationship of shopping value, positive emotion, urge to buy impulsively, and e-impulse buying in the context of shopping for apparel products. A self-administered questionnaire developed from the literature was administered in class to 501 female college students in Busan. AMOS 21.0 estimated the structural equation model of e-impulse buying using a correlation matrix with a maximum likelihood. The analysis of the data supported most of the predictions. The results suggested that consumer shopping values (hedonic shopping value and utilitarian shopping value) had a positive effect on positive emotion; in addition, positive emotion urge to buy impulsively directly affected the e-impulse buying of apparel products. In the structural model, e-impulse buying of consumers can be predicted by the attitudinal component (e.g., shopping values), emotional factors (e.g., enthusiastic or proud), and the urge to buy impulsively felt by young consumers. There are implications that both positive emotion and impulsive buying are important predictors for the e-impulse buying of apparel products by consumers. Moreover, the urge to buy impulsively was an important mediator to determine the e-impulse buying of apparel products. This study provides insight to retailers and researchers to understand the structural relationship of consumer characteristics and the e-impulse buying of apparel products.

• 복식문화연구
• /
• 제13권2호
• /
• pp.209-220
• /
• 2005

The purposes of this study were to determine the components of internet shopping value and to identify how those influence on the consumers' internet shopping behavior of apparel products. The data were collected via a self-administered questionnaire from 221 male and female students who have the shopping experiences for apparel products on the internet shopping malls, living in Kyongnam province. Using SPSS 12.0 package, $Cronbach's \alpha$, factor analysis, cluster analysis, ANOVA, Duncan multiple range test and stepwise multiple regression analysis were performed. The results could be summarized as follows; 1) According to the internet shopping values, college student consumers were classified into three groups, utilitarian value shoppers, hedonic value shoppers and low interest shoppers. 2) As a results of the ANOVA among the three groups, significant differences were found in the internet shopping mall attributes and perceived risks. 3) Internet shopping values-hedonic and utilitarian shopping values, internet shopping mall attributes and perceived risks had an significant effect on the attitude and purchasing intention of the internet shopping mall.

• 대한가정학회지
• /
• 제48권1호
• /
• pp.27-40
• /
• 2010

The objectives of this study were to investigate differences in shopping style and consumption value of apparel product type, and to establish the effects of consumption value on shopping style. A questionnaire was used to collect data from 263 women aged between 20 to 49 in Gwangju on their shopping style and consumption value according to formal and casual product type. Collected data were subjected to frequency analysis, factor analysis, ANOVA, t-test and multiple regression analysis using statistical program SPSS(version 17.0). Results showed that shopping style could be influenced by six factors: fashion-recreational, quality-brand, impulsive, confused, brand-loyal, and price conscious consumer. Clothing consumption value was influenced by five factors: emotional, functional, epistemic, social, and situational value. Shopping style and clothing consumption value were significantly different between a formal product purchaser and a casual product purchaser. Consumption value had a significant influence on shopping style of the formal product purchaser and also the casual product purchaser.