• 디지털융복합연구
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• 제6권4호
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• pp.63-71
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• 2008

This study researches the effectiveness of interactive TV advertising focusing on the factors of audience involvement and interaction. The study began with the effective measurement of interactive television advertisements. Interactive television advertisements have different concepts than existing television advertisements. This study mainly focuses on the characteristics of audience interaction and experiments based on the data of 78 persons for measurement. In the experiments, the characteristics were categorized according to search time, specifically the number of searched pages about interactive television advertisement. Hypothesis 1 reveals that the interaction of the audience increases when the advertising attitude, brand attitude, and purchase intentions also increase. Hypothesis 2 finds that the involvement of the audience increases when the advertising attitude, brand attitude, and purchase intentions also increase. By studying these consumer characteristics and behavior, a new method of effective measurement for interactive television advertisement is uncovered. The new method includes not only existing measurement elements of television advertisement which include attitude about advertising and brand, and customer purpose, but also the features of interactive television advertisement like customer search time. According to this research on interactive television advertisement, the interaction with and involvement of the audience are highly influential variables.

• 복식문화연구
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• 제21권1호
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• pp.129-138
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• 2013

Consumers' perception of risk plays a major role in how they make online purchase decisions. Since online shopping is perceived to be riskier than in-store shopping, consumers engage in a variety of risk reduction strategies such as searching online for alternative products and alternative e-tailers. This study examines the influence of risk involvement on risk reduction strategies and customer satisfaction. It discusses three aspects of risk reduction strategies: time spent in making a purchasing decision, searching for alternative e-tailers, and searching for alternative products. Data from 294 female shoppers who had experience in purchasing fashion products online was analyzed. This study found that risk involvement had a positive influence on the time spent in making decisions, while the influence of risk involvement on searching for alternative retailers and alternative products was not significant. However, consumer satisfaction was negatively related to search for alternative retailers and positively related to risk involvement. This study provides a better understanding of customers' risk involvement and risk reduction strategies in online shopping. This information would be beneficial for marketers and retailers to reduce customer perception of risks and to promote online sales.

• 한국가정과교육학회지
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• 제22권3호
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• pp.129-145
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• 2010

서울지역 고등학생을 대상으로 인터넷 쇼핑몰에서의 패션제품 구매행동, 구매후기에 대한 인식, 구매후기의 이용과 작성 및 그에 따른 인식, 의복관여도에 따른 구매후기에 대한 인식 및 구매 후 불만경험과 대응행동을 살펴보았다. 서울지역의 6개 고등학교 508명의 학생들을 대상으로 설문조사를 실시하였고 자료분석은 SPSS 17.0을 이용하여 평균, 표준편차, 빈도, t-test, 일원분산분석을 하였으며 사후검정으로는 Duncan's Multiple Test를 실시하였다. 인터넷 쇼핑몰에서 패션제품 구매이유는 저렴한 가격과 다양성 및 편리성 때문이였고 구매하지 않는 이유는 대부분 화면과 실제의 상품 차이 때문이었다. 학생들은 구매후기를 믿을만하고 유용하다고 인식하였다. 구매후가 내용의 방향과 개수에 대해서는 영향을 받았지만 최신성에 대해서는 영향 받지 않는 것으로 나타났다. 구매후기를 이용하는 학생이 이용하지 않는 학생보다 유용성, 신뢰도, 영향력 모두 높게 인식하였고, 구매후기를 작성하는 학생들이 작성하지 않는 학생들보다 구매후기의 유용성과 신뢰도, 구매후기의 개수에 따른 영향력을 높게 인식하였다. 의복관여도에 따라서는 고관여의 학생들이 중관여와 저관여의 학생들에 비해 구매후기를 유용하다고 인식하였다. 인터넷 쇼핑몰을 통해 패션제품을 구매 후 불만을 경험한 학생들은 불평행동으로 공행동과 무행동을 주로 하는 것으로 나타났다.

• 복식문화연구
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• 제3권2호
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• pp.449-459
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• 1995

The purpose of this study was to classify the dimension of clothing involvement, to identify the relationship between clothing involvement and brand loyalty by demographical characteristics. The results of the study were as follow. 1. General clothing involvement consisted of one dimension. 2. Clothing involvement is positively related to brand loyalty. The higher clothing involvement group had the higher brand loyalty. 3. There were is significant relationships among clothing involvement, brand loyalty and customer buying behavior such as expense and frequency of purchase. The expense and frequency of purchase were positively related to the higher clothing involvement group and the higher brand loyalty. 4. There were significant relationship between demographic characteristics and clothing involvement, between demographic characteristics and brand loyalty.

• 한국멀티미디어학회논문지
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• 제19권8호
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• pp.1574-1586
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• 2016

The aims of this research is to build Customer Delight index contents model for measuring the influential factors - Customer Delight and identify the relationship among Customer Delight, Customer Satisfaction and Customer Loyalty. Customer Delight hypothesis model was proposed by Catering Service Industry of Starbucks and validate the final questionnaire; 7 point Likert scale was used in the questionnaire, Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) are used to analyze the reliability. And path analysis was used to evaluating the final hypothesis model. The results of this research was that the customer Self-involvement can lead to high awakening level and it also bring positive emotion to the customer. Awakening Level and positive emotion were the key factors for the Customer Delight. Instead of customer expectation, Customer Delight is based on customer awakening level and positive emotion which is different from Customer Satisfaction model. It is clearly to see the discrepancies between Customer Delight and Customer Satisfaction.

• 한국의류산업학회지
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• 제17권6호
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• pp.942-955
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• 2015

Hashtag has emerged and become one of cultural trend. Given that more and more firms in the fashion industry are using hashtag on images based on SNS to provide information of their products and to communicate with their customers. Especially, hashtags through voluntary participation of users provides the perspective of how customers consume their products. Therefore, this study focused on the using motives of hashtag in image based SNS with customer social participation as mediator towards brand equity. The purpose of this study is (1) to investigate the usage motivation of hashtag of image contents based SNS, (2) to expose how each usage motive affects customer social participation and (3) to find out how customer social participation has an effect on brand equity. In order to achieve the objectives of this study, first we conducted an in-depth interview on 8 image based SNS heavy users to understand the using motives of hashtags. Furthermore, we conducted online surveys amongst people aged between 20s and 30s of image contents based SNS users. As a result of this study, followings were figured out. First, four of usage motivation of hashtag were examined through in-depth interview and previous studies; interest sharing, social interaction, ease of use and enjoyment. Second, usage motivation of hashtag has a significant effect on customer social participation. Third, customer-media participation and customer-customer participation impact positively on brand equity. Lastly, level of customer social participation has the moderating effect on the relationship between motivation of hashtag and customer social participation.

• 경영과학
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• 제23권2호
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• pp.41-57
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• 2006

The purposes of this research are to identify causalities among flow and customer loyalty In Chinese online games, and to identify the factors by which flow are influenced. This research tests the model with Chinese on-line game users and compare this result with Korea and Japanese results which were conducted by Lee's research. These implications are thought to be helpful for Korean online game companies to understand the Chinese online game user and to develop the penetration strategies. The results indicated that significant Path coefficients to flow were the convenience of operator, the provision of information, the reality of design. The results indicated that significant path coefficients to customer loyalty were the involvement of virtual community and flow. The involvement of virtual community to flow was not significant but to customer loyalty was significant. The provision of information was negatively influenced on flow. The result of comparison indicated that the path coefficients were different among nations. Korea online game companies need to develop the indigenized online game and to Provide the information to their Chinese partner correctly and quickly.

• Asian Journal of Business Environment
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• 제9권4호
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• pp.15-22
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• 2019

Purpose: Omni-channel retailing is a new retail phenomenon. Consumers in the omni-channel environment do not rely on one channel but integrate different channels from the same retailers freely during a particular shopping journey. The purpose of this study is to better understand omni-channel shoppers in the fashion retailing context. The present study uses consumer characteristics -- fashion innovativeness, technology innovativeness, and fashion purchase involvement -- as determinants predicting consumers' omni-channel shopping intentions for fashion products. Research design, data, and methodology: Data were collected from 403 U.S. consumers, and the Structural Equation Modeling (SEM) was performed to test proposed hypotheses. The survey for this research consisted of three parts. The first part measured consumer traits in terms of their innovativeness and purchase involvement. The second part was designed to measure consumers' omni-channel shopping intentions, and the third part gathered consumer demographic information. Results: The findings confirmed that fashion innovativeness, technology innovativeness, and fashion purchase involvement positively affected consumers' omni-channel shopping intentions. Conclusions: Fashion retailers should integrate various customer touchpoints and offer mobile-enabled technologies to boost consumer traffic to both online and offline stores. They also need to create a shopping environment that is optimized for customer engagement in various shopping processes and allow them to explore different shopping channel options for best purchase decisions.

• Asia Marketing Journal
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• 제8권3호
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• pp.13-40
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• 2006

본 연구의 목적은 고객의 정보참여행동 중 대표적 행동유형인 구전과 협조를 중심으로 참여유형의 결정요인과 구전과 협조간의 단계적 행동경로의 관계, 그리고 행동단계의 촉진변수에 대하여 살펴보았다. 구전은 대고객시민행동, 만족, 몰입의 선행요건에 의해 영향을 받는 것으로 나타났다. 반면 협조는 구전의 선행요건의 영향을 받기 보다는 구전의 영향을 받는 것으로 나타났다. 만족, 몰입 등의 관계적 선행요건이 정보참여행동에 중요한 전제요건이기는 하지만 보다 적극적인 정보참여유형을 결정하진 않았다. 구전과 협조간의 참여수준 이행에 대한 분석은 경쟁모델 비교분석을 통해 구전에서 협조로의 참여수준이행이 확인되었고, 관여는 참여수준을 조절하는 촉진변수의 역할을 하였다.

• 한국콘텐츠학회논문지
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• 제13권12호
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• pp.931-944
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• 2013

전자상거래의 확산과 문화산업의 발전에 따라 다양한 문화상품의 온라인 거래가 활성화되고 있으며 이를 취급하는 웹사이트의 품질수준이 고객의 구매의사결정에 많은 영향을 미치고 있다. 본 논문의 목적은 정보 및 인터페이스 품질이 문화상품 고객의 정보서비스만족도와 온라인구매의도에 어떠한 영향을 주며, 이들 관계가 문화상품에 대한 고객관여도에 따라 조절효과를 보이는지를 실증 분석하는데 있다. 연구결과는 다음과 같다. 첫째, 전체적으로 웹사이트에서 제공되는 정보품질 및 인터페이스품질은 모두 정보서비스 만족도와 온라인구매의도에 유의적 영향을 미친다. 둘째, 정보서비스만족도가 높을수록 고객의 온라인구매 의도가 높아지며 이는 고객관여도의 수준과 상관없다. 셋째, 고객관여도가 낮은 경우 정보품질이 온라인구매의도에 미치는 영향은 유의적이지 못하며 인터페이스품질은 유의적인 영향을 미친다. 반대로 고객관여도가 높은 경우는 정보품질은 유의적 영향을 주지만 인터페이스품질은 유의적 영향이 없는 것으로 나타났다. 결국, 고객의 정보서비스만족도를 높이기 위해서는 정보 및 인터페이스 품질 모두의 제고가 필요하며, 온라인구매의도의 경우 고객의 관여도 수준에 따라 중요한 품질요인이 달라질 수 있음을 보여주었다. 이러한 연구 결과는 문화상품 구매사이트의 효과적인 구축 및 운영 전략 수립에 도움이 될 것으로 기대된다.