• 한국의상디자인학회지
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• 제11권1호
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• pp.63-75
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• 2009

This study aims to find out the dimension of consumers' shopping values in internet clothing purchase, and the relation of their relational quality with shopping malls and their shopping behavior depending on the type of their shopping values. For this purpose, this study surveyed 343 male and female consumers in their 20s or 30s for empirical analysis who have ever purchased clothing through internet shopping malls. Respondents are selected using the convenience sampling through internet survey in July 2008. For statistical analysis, descriptive statistics, factor analysis, ANOVA analysis, Duncan test, and $X^2$-test are carried out using SPSS for Windows 12.0. The results are as follows. First, consumers' shopping value dimensions in internet shopping for clothes are found 4 factors of fun, economic utility, information, and shopping convenience. Second, based on shopping value dimensions, consumers are categorized into an practicality-seeking, an economic utility/fun-seeking, a fun-seeking, and an information/fun-seeking group. Third, there are significant differences in relational quality, customer loyalty, favorable word of mouth, and repurchase intention depending on shopping value-based consumer types. In particular, the economic utility/fun-seeking and information/fun-seeking group have higher values on relational quality and shopping behavior variables than other groups. Thus internet shopping mall businesses need to recognize these group of consumers as their core customers and develop programs to maintain a long-term relationship with them.

• 벤처혁신연구
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• 제3권1호
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• pp.101-115
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• 2020

4차 산업혁명시대를 살고 있는 고객들은 구매 깔때기 안에 있는 것이 아니라 밖으로 나오기 시작했다. 풍부한 정보로 무장한 현명한 고객의 등장과 맞물려 제품 선택의 폭과 디지털 채널의 폭발적인 증가로 인해 정보를 탐색하고 구매하는 방식이 혁신적으로 변화되고 있는 것이다. 디지털 시대의 고객여정은 전통적인 깔때기 모형이 제시하는것보다 훨씬 복잡하게 되었다. 그래서 직선형이 아닌 다양한 상호작용을 하는 비선형적인 정교한 접근이 요구되어지고 있다. 기존의 많은 연구와 달리 본 연구는 패션, 자동차, 화장품, 온라인 쇼핑몰의 4개 상품군 이용고객 1,200을 대상으로 진행된 것으로 상품군에 상관없이 일반적으로 적용할 수 있는 디지털고객경험 속성을 도출하고 검정하였다. 디지털경험이 고객만족에 영향을 미치며, 최종적으로 구매에 영향을 미치는 일련의 과정 속에서 디지털 자기효능감이 구매에 어떠한 역할을 하는지를 규명하였다. 이론적 시사점으로는 디지털 자기 효능감을 조절된 매개변수로 도입하여 검정한 결과 고객만족도와 고객 충성도 간 디지털 자기효능감은 조절된 매개역할을 하는 것으로 검정 되었다. 실무적으로는 디지털 자기효능감이 높은 고객에게 디지털 마케팅을 적극적으로 활용할 필요가 있고다, 그러나 디지털 자기 효능감이 낮은 고객에게는 디지털 마케팅 피로도를 조심해야 할 필요가 있다는 시사점을 도출하였다.

• 한국의상디자인학회지
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• 제22권4호
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• pp.105-113
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• 2020

This study examines the effects of job stress on employees in the beauty service industry and the consequences on job satisfaction and organizational commitment. Based on the analysis of the job stress of beauty employees, the purpose of the study is to identify the beauty service industry's problems and present marketing implications. First, it was found that employees' job stress in the beauty service industry harmed job satisfaction. Beauty workers with a high job satisfaction increase the quality of service for customers, which can increase the customer's store loyalty, helping the beauty service industry's work performance, thereby further increasing job satisfaction by reducing job stress. Second, it was found that employees' job stress in the beauty service industry harmed organizational commitment. The higher the organizational commitment is, the more sense of belonging is created, which in turn can improve the work performance of the beauty industry workers and reduce the turnover rate. Therefore, it is necessary to find a way to increase organizational commitment by reducing beauty workers' job stress. Third, it was found that employees' job satisfaction in the beauty service industry had a positive effect on organizational commitment. These results show that the higher the job satisfaction related to the beauty worker's current job satisfaction, current salary satisfaction, satisfaction with the boss, satisfaction with the work environment, and passion for the job, the higher the organizational commitment.

• 산경연구논집
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• 제1권1호
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• pp.5-12
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• 2010

The retail business of drugstore was introduced to Korea for the first time 10 years ago. Since Olive Young introduced a retail store in the name of drugstore in 1999 for the first time in Korea, new distribution channel combining drugstore, cosmetic products and dairy products, etc has been made. At initial stage, the new distribution channel grew up slowly because of low specialty and economic stagnation. However, the three big distribution channels, that is to say, Olive Young (CJ), Watsons (GS) and W Store (Kolon Well Care), etc, were established to produce new distribution system following large-scaled discount stores as well as convenience stores. The purpose of the study is to investigate ways making Korean style drugstore be new retail business in addition to traditional markets, department stores, E-Mart and other general super markets and to examine problems preventing the drugstore from being promoted and to find out solutions. The speciality retailers that is called a category killer attacking department stores as well as marts is expanding market quickly. New consumption trend that gives priority to wellbeing is being expanded in accordance with high level of standards of living life: The drugstore is thought to be new alternative of distribution because it keeps special products. Young ladies who are main customers of drugstores respond to the trend sensitively to have more buying power that is thought to be promising. And, consumers' desire has become concrete and special. This is because consumers want not only convenient shopping but also special shopping system that is current trend. These days, so called Multi-shop and Total shop and other special shops have been recently opened. Special multi-shop has been concentrated on fashion product and miscellaneous goods so far: Health total wellbeing shop shall be popular in accordance with wellbeing trends. Drugstores can play an important role. Drugstores were opened for the first time ten years ago. In particular, Olive Young succeeded in going into the black after making efforts for a long time by many persons. Drugstores could succeed in the business owing to many persons in the past as well as customers who liked drugstores. However, drugstores once lost ways and recorded poor business results. The three drugstores, that is to say, Olive Young, Watsons making efforts to go into the black and W-Store pursuing traditional drugstore shall compete each other and make effort to satisfy customers' desire. In that way, the three drugstores can be assured of present business as well as future business. The consumers' demand trend has become special at sub-division so that drugstores that can satisfy the demand can succeed in the business. Large businesses may be more interested in the 4th generation retail business to produce good income and to have bright future. Drugstore business and market are likely to expand and develop owing to large business' participation in drugstore business. Drugstores expanded shop at Seoul and Gyeonggi-do until middle of 2000. Drugstore business at station sphere in Seoul and Gyeonggi-do that have high ratio of temporary population has low customer loyalty to have limitation on continuous growth. Since 2009, drugstores have opened new shops at local towns: From the year of 2010, drugstores need to establish multiple shop strategy by accelerating business speed and to allow customers to drop in the shop anywhere in the nation and to enter consumers' life deeply, so that they can strengthen business base definitely. Drugstores need to have price competitiveness to have multiple shop opening strategy and to satisfy consumers and to supply high quality services that is future subject to solve. And, Olive Young and Watsons that are Korean style drugstore need to keep system in order and to strengthen substance as Korean style drugstore and to expand marketing, so that they can get business outcome within 5 years that was done 10 years before and they become the 4th generation retail business. The study had difficulties at collecting material from the three drugstore because of poor cooperation. And, the author had great difficulty at collecting statistical material that was made in disorder. Further effort is needed considering such problems.