• 한국의류학회지
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• 제32권12호
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• pp.1891-1902
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• 2008

본 연구는 점점 더 경쟁이 심화되고 있는 인터넷 의류시장에서 기업의 수익과 제품 관리에 영향을 미치는 소비자들의 반품행동에 관심을 갖고, 이들 반품에 영향을 미치는 결정요인 및 영향요인들의 경로관계를 규명하고자 하였다. 본 연구를 위해 인터넷 의류구매경험이 있는 20대 및 30대 남녀 소비자 517명에게 설문조사를 하였다. 반품행동에 영향을 미치는 요인의 영향을 알아본 결과, 반품여부에는 위험지각, 정보탐색, 충동구매, 구매경험, 연령이 정적인 영향을 미쳤으며 반품정도에는 충동구매, 구매경험, 성이 유의한 영향을 미쳤으나 위험지각, 정보탐색, 연령은 유의하지 않은 것으로 나타났다. 한편 반품의도에는 위험지각, 성, 연령의 영향은 유의하였으나 정보탐색, 충동구매, 구매경험의 영향은 유의하지 않은 것으로 나타났다. 반품행동에 영향을 미치는 요인들의 경로관계를 분석한 결과, 반품여부에는 위험지각이 정적으로 직접적 영향을 미치고 정보탐색은 직접적 영향뿐만 아니라 구매경험 및 충동구매를 통한 간접적 영향도 미치는 것으로 나타났다. 또한 반품정도에는 위험지각의 영향은 없었고 정보탐색은 구매경험과 충동구매를 매개로 한 간접적 영향을 미치는 것으로 나타났다. 본 연구는 인터넷 쇼핑몰이 반품율을 감소시키고 반품정책을 수립하는데 필요한 소비자들의 반품행동특성을 제공하였다는데 의의가 있다.

• 복식문화연구
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• 제20권5호
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• pp.736-752
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• 2012

The purpose of this study was to identify the effectiveness of fashion banner advertising according to university students' attitudes toward internet advertisement(IA). Factors of IA were information, entertainment, negative, benefit, and topicality. A self-administered questionnaire was used for data collection. Subjects(n=678) were participated in the survey and they were segmented into IA positive group, IA intermediate group, IA indifferent group, and IA negative group. IA positive group included more women with higher household income and clothing expenditure. They preferred shopping at open market on-line malls. IA intermediate group included more women with lower income and clothing expenditure. They preferred shopping at on-line malls. IA indifferent group included more men with lower income and less clothing expenses. Banner advertisement with mixed appealing was the most effective to the university students in terms of preference and click and purchase intention. IA positive group showed the highest level of preference and click and purchase intention to the banner with rational appealing, banner with emotional appealing, and the banner with mixed appealing. IA indifferent group showed the lowest level. IA intermediate group showed a positive attitude to the banner with rational appealing and mixed appealing. IA negative group showed the lowest level of click and purchase intention to the banner with rational appealing.

• 한국의류학회지
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• 제32권3호
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• pp.373-384
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• 2008

The propose of this study is to explore if the clothing shopping orientation[CSO] of consumers differs between the two types of preferred store when they purchase casual wears. A total of 413 answers from male and female consumers in their twenties were used for the analysis. The types of preferred store were grouped by the brand fame. Department stores, brand agencies/sales branches, and outlets constituted wellknown brand store group, and shopping malls, no brand street stores, and discount stores constituted unknown brand store group. The results are as follows. First, there were no significant differences in CSO dimensions except 'well known brand oriented' dimension between groups. Second, each group showed proper fitness for CSO structure model. Third, the relationships among dimensions within structure model were significantly different between groups. These mean that though it looks there are no differences between groups at the level of each dimension, but there are differences in the view of specific relationships among dimensions. Therefore, store managers must consider the complex CSO structure for marketing strategy development.

• 한국의류학회지
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• 제34권1호
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• pp.14-26
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• 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.

• 한국컴퓨터정보학회논문지
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• 제27권10호
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• pp.67-80
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• 2022

본 연구에서는 온라인 쇼핑몰에서 패션상품을 브라우징을 하는 과정에서 브라우저에게 미치는 쇼핑몰의 유인요소 및 저해요소에 대해 분석해보았다. 패션상품을 온라인으로 브라우징을 하는 것에 관심이 있는 20대~50대 여성을 대상으로 브라우징 관련 질문을 제시하여 심층 면담을 실시하였고, 면담자들의 답변을 바탕으로 근거이론을 활용하여 브라우징의 유인 요소 및 저해 요소를 가격 요인, 판촉 요인, 구매 후기 요인, 시각적 정보 요인, 제품 정보 요인, 서비스 요인 등의 여섯 가지 요인으로 분석하여 제시하였다. 본 연구에서 분석한 브라우징의 유인요소 및 저해요소 등의 내용을 바탕으로 쇼핑몰 측면에서 브라우징 환경을 잘 구상할 수 있는 전략을 제시하였으며, 이는 관련 업종의 실무적인 전략과 마케팅에 도움이 될 것이며, 오늘날 비약적으로 발달하는 정보통신기술과 관련한 새로운 형태의 쇼핑몰 브라우징 환경에 관한 논문에 기초자료를 제시할 것이다. 또, 브라우징 과정에서 쇼핑몰의 저해요소와 관련하여 겪게 되는 부정적인 감정과 관련한 부분은 소비자의 심리와 연관한 패션상품 브라우징 연구에 도움이 될 것으로 본다.

• 복식문화연구
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• 제14권6호
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• pp.917-931
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• 2006

The purpose of this study was to understand impulse buying typology for apparel products in the internet shopping. Also, analysis of influences is conducted to ascertain if a influence exists between factors which are consumer's interior factor & exterior condition, marketing stimulus of internet shopping, and consumer's general behavior in internet shopping and impulse buying typology, after offer fundamental information for internet marketing. As a result of analyzing the relationship between consumers' interior factors and impulse buying, the author found out that consumers' pure impulse buying was much influenced by the timing to buy new clothing, willingness to risk trying new designs and preference for up-to-date designs, and enjoyment derived from the buying itself. As a result of analyzing the relationship between consumers' exterior conditions and impulse buying, the author learned that impulse buying was also influenced by shopping time length, shoppers' mood and sentiments, and budgeting. As a result of analyzing the relationship between marketing stimulus and impulse buying, the author found out that impulse buying was the most influenced by facilitative marketing stimuli. Lastly, as a result of analyzing the relationship between shopping behaviors & socio-demographical variables and impulse buying propensities in Internet shopping malls, the author learned that pure impulse buying, reminder & suggestion impulse buying, and planned impulse buying are influenced by the period and frequency of using Internet shopping malls for clothes, purchase amount, and the time length of the shopping.

• 복식문화연구
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• 제13권2호
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• pp.209-220
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• 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.

• 한국의류학회지
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• 제35권1호
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• pp.37-50
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• 2011

This study analyzed the content of special selling events in internet shopping malls to establish academic standards for special selling events as tools for sales promotions and to suggest systematic guidelines for marketers designing special selling events. Based on a content analysis, the titles of special selling events from four internet shopping malls selling women's apparel were analyzed. A total of 692 titles were analyzed. The results are as follow. First, the contents categories of special selling events could be classified into two groups such as 'theme' and 'tool'. Season, product characteristics, style, advice/information, brand, annual/social events, and marketing events were the main content categories that came under the 'theme' group; in addition, the price benefit, free offers, product mix, and marketing technique were the main content categories that came under the 'tool' group. Each main content category was subdivided into several segment content categories. Second, most of the titles were composed of more than two segment content categories that involved various information and benefits; however, the portion of titles composed of only theme related content categories or only tool related content categories was substantial. Furthermore, the theme related content categories were more than the tool related content categories. Third, the usage frequencies of the contents categories were analyzed. The upcoming season, single brand, sale/discount, item/material/color, special price/lowest price, and period/time/quantity limits were the segment content categories that held a high rank. Forth, most of the factors that evoked the unplanned purchases of consumers were related to the content categories of special sale events.

• 한국멀티미디어학회논문지
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• 제13권9호
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• pp.1348-1356
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• 2010

정보통신기술의 발달로 인터넷을 이용하는 패션/코디 쇼핑몰은 그 시장이 매년 큰 폭으로 증가하고 있다. 패션/코디 쇼핑몰의 개수가 증가함에 따라 소규모 쇼핑몰 운영자들은 자신의 사이트에 방문자를 늘이기 위하여 첫 페이지에 다양한 이벤트나 어울리는 상의-하의로 치장을 하게 된다. 운영자는 매일 혹은 며칠에 한번 씩 첫 페이지의 내용을 수작업으로 바꾸어서 방문자에게 항상 신선한 느낌으로 상품을 소개한다. 온라인 패션 쇼핑몰에서 판매하는 다양한 상품들에 대하여 상의와 하의의 어울리는 정도를 자동으로 계산하여 표기할 수 있다면, 첫 페이지의 장식을 도와줄 수 있을 뿐 아니라 오프라인에서의 점원에 의한 추천을 대신하여 사용자들의 연계 구매에도 한층 편리할 것으로 기대된다. 본 연구에서는 코디 전문가가 상의-하의 의류에 대하여 휴리스틱에 의한 어울림 값을 속성별 매트릭스 형태로 등록하여, 실제 의류들에 대하여 상의-하의 의류를 자동 매칭해주는 시스템을 설계하고 구현하였다.

• 한국의류학회지
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• 제32권1호
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• pp.1-11
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• 2008

The purpose of this study was to investigate the effects of Internet shopping interests on the casual relationships among Internet shopping mall attributes, emotions, and impulse buying behavior. Data were obtained from 414 internet shoppers who had bought fashion products in internet shopping mall. The result showed that the highly interested Internet shoppers, when perceived the product attributes of Internet shopping mall, were more likely to feel positive emotions, and then were more likely to buy fashion products impulsively in Internet shopping. The less perceived the convenience of checkout & trust in Internet, the more negative emotions they had. However, the less interested Internet shoppers were more likely to buy impulsively fashion products with positive emotions when they perceived various product assortments, and were negatively influenced by the high speed of loading and promotions of Internet shopping mall. The findings provide implications of impulse buying behavior in Internet shopping malls for fashion products.