• 복식
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• 제52권1호
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• pp.37-52
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• 2002

The purpose of this study was to investigate influential factors on the buying intention and the impulse buying of discount store apparel. Data were collected by randomly surveys and the subject was married women. SPSS PC+8.0 was used to analyze the data. The factors to influence on the buying intention of discount store apparel were perceived money value, store image, brand familarity, differentiated needs, perceived risk, perceived quality, voluntary performance. It was found that perceived money value affected buying intension and that perceived quality affected the satisfaction after buying. The factors to influence on impulse buying of discount store apparel were environmental stimulus, useful stimulus, emotional stimulus, situational stimulus of consumer. The relationship between factors of impulse buying and influenced factors of buying intention was that store image affected useful stimulus and differentiated needs affected emotional stimulus.

• 유통과학연구
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• 제13권1호
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• pp.71-81
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• 2015

Purpose - This study aims to examine the effect of audience attitude toward product placement, or PPL, on product attitude and purchase intention. PPL has increasingly been prevailing in TV dramas since the revision of the Broadcasting Act in January 2010, and it is quite widespread in today's society. Therefore, this study intends to investigate how the audience would take a particular attitude toward PPL in TV dramas and how their attitude would affect their product attitude and purchase intention. Research design, data, and methodology - The sample for the current study was drawn from college students in Seoul in December 2013, as the main targets of the products and brands that were advertised by PPL are young people. The questionnaire for this study comprised nine parts, such as the knowledge of PPL, experience of PPL, TV drama watching time, impulsive buying propensity, celebrity imitating buying propensity, attitude toward PPL, attitude toward product, purchase intention, and demographic characteristics. The questionnaire items were measured by 5-point Likert scales. Whether the demographic characteristics and propensity to consume would affect PPL attitude was analyzed and how the PPL attitude would affect purchase intention through product attitude was analyzed as well. To analyze the relationship between variables, structural equation modeling analysis was performed with Amos 18.0. Results - The major findings of the study were as follows. First, whether the demographic characteristics and propensity to consume would affect PPL attitude was analyzed, and it is found that out of the demographic characteristics, only gender and knowledge of PPL exerted an influence on PPL attitude. In addition, celebrity-imitating buying propensity had an impact on PPL attitude. Second, whether PPL attitude would affect purchase intention through product attitude was analyzed by structural equation modeling. Consequently, it is found that PPL attitude impacted purchase intention through product attitude. Conclusions - The findings of the study had the following implications. First, in theoretical aspects, previous studies have proven only that attitude toward PPL influenced attitude toward product and purchase intention separately; however, the current study has investigated the mediated role of attitudes toward PPL. Second, regarding the practical aspects, as PPL attitude exercised an effect on purchase intention as well as product attitude, PPL should be utilized in a manner to stimulate the audience to take a positive attitude to it. Finally, gender, PPL knowledge, and celebrity-imitating buying orientation were identified as influential factors for PPL attitude. Specifically, female consumers showed a lower attitude toward PPL than males, and the consumers who have no knowledge showed a lower attitude toward PPL. The consumers who have celebrity imitating buying propensity expressed a higher attitude toward PPL. These factors should consequently be taken into account when PPL is planned and conducted. The current study has limitations such as the sample object, non- experimental method, and media biases. Therefore, future research should be conducted to address these limitations.

• 경영과정보연구
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• 제17권
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• pp.1-24
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• 2005

The purpose of this study is to figure out the effects of advertisements (functional value, sentimental value, self-expressing value) depending on the gender in regard of the attitude towards the advertisement, brand attitude, purchase intention, and the characteristic and quality of the product. From the study on the university students, there was a meaningful interaction among the independent variables in regard of attitude towards advertisement, brand attitude, purchase intention, and characteristic of the product in the four dependent measurements used for the index of advertisement effects. In terms of the attitude towards advertisements, brand attitude, purchase intention, and the characteristic of the product according to the gender and value suggestion, functional convenience was more influential for men compared to the sentimental convenience and self-expressing value. On the other hand, self-expressing value was more influential for women in terms of the advertisement effect and the characteristic of the product. The main effects depending on the gender were common in four dependent values such as attitude towards advertisement, brand attitude, purchase intention and characteristic of the product, and the average of all values was higher from women. Thereby, it can be said that women show more positive advertisement effects in terms of attitude and purchase than men. The main effects on the value suggestion were meaningfully indicated in advertisement attitude, brand attitude, and characteristic of the product except the purchase intention. Also, the functional and self-expressing value made better advertisement effect, while the sentimental value showed a comparatively lower advertisement effect. In terms of the sentimental value, a comparatively low advertisement effect was shown statistically compared to the functional and self-expressing value in all dependent values, but there was no big difference depending on the gender. That is, in terms of the sentimental value, a separate value suggesting advertisement can be more influential when it is combined with the functional value for men, and for women if it is combined with self-expressing value.

• The Journal of Asian Finance, Economics and Business
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• 제9권6호
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• pp.287-295
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• 2022

With the dramatic increase in mobile usage, more and more businesses see the potential of m-commerce. This study focuses on a subcategory of m-commerce, a mobile shopping application. To understand the purchase intention via m-commerce applications, this study is aimed to identify the main factors that are related to the applications and explore the influence of these factors on consumers' mobile shopping intention. This study uses quantitative research methods and selects Vietnam as its case study. The survey responses of 450 Vietnamese mobile shoppers were analyzed using partial least squares structural equation modeling (PLS-SEM). The results indicated that online reviews, e-service quality, and information quality are significant predictors of behavior intention, and perceived risk negatively influences consumer online purchase intention via the applications. The content enriches the combined research of detailed and possible models with quality dimensions and risk perception. Practitioners such as e-retailers and developers can enhance the quality of applications and determine strategies to reach potential users and maximize revenue. M-commerce providers should pay adequate attention to credible and influential online reviews since mobile shoppers heavily rely on reading reviews before buying a product.

• 복식문화연구
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• 제25권1호
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• pp.1-15
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• 2017

Social commerce is a kind of internet shopping mall in which consumers purchase the products with other consumers through mutual interactions including the development of SNS(social network service). Social commerce has expanded rapidly as a mainstream online shopping mall over the past five years driving consumers to purchase more fashion products providing the cheaper prices than open market internet shopping mall. The purpose of this study is to identify the important parameters of social commerce characteristics and consumer characteristics that affect repurchase intention and word-of-mouth intention. A 221 survey questionnaire was distributed to men in their 20's and 30's who live in Seoul metropolitan area. The data were analyzed utilizing Cronbach's ${\alpha}$, factor analysis, and regression analysis using the SPSS 18.0 program. The results revealed, first, that in terms of social commerce characteristics, three variables(website reputation, interactivity, and product scarcity) influenced repurchase intention. Among them, website reputation identified as the most important factor influencing repurchase intention and word-of-mouth intention. Second, with regard to consumer characteristics, interest and a tendency toward impulse buying affected the repurchase intention, and interest and internet shopping experience have influenced the word-of-mouth intention. Among three variables interest in social commerce identified as the key factor affecting both repurchase intention and word-of-mouth intention. The results of the study provide the practical implications and suggest the business strategies to enhance social commerce in the future by identifying the key social commerce characteristics and consumer characteristics that influence male consumers' buying behaviors.

• 한국전자거래학회지
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• 제27권2호
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• pp.105-135
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• 2022

코로나19로 인한 이커머스 거래의 급증으로 해외에서는 Buy Now Pay Later(선구매 후결제, 이하 BNPL)가 밀레니얼 세대 사이에서 차세대 결제 수단으로 부상했다. 국내에서는 네이버 쇼핑과 쿠팡이 후불결제를 제공해 고객 락인(lock-in) 효과, 카드사 수수료 절감, 소매금융사업 진출 등을 도모한다. 그러나 소비자 관점에서 후불결제의 수용에 영향을 미치는 요인에 관한 국내 연구는 부족하다. 이에 20~30대 대상으로 실증연구를 진행한 결과, 후불결제 수용에 영향을 미치는 요인은 네이버쇼핑은 호환성>혁신저항>충동구매 성향, 쿠팡은 호환성> 상대적 이점>혁신저항>추가가치 순으로 나타났다. 한편 네이버쇼핑은 충동구매 성향이 수용의도에 정(+)의 영향을 미치므로 연체율 관리가 관건이며, 쿠팡은 충동구매 성향이 지각된 위험에 정(+)의 영향을 미치므로 연체료, 신용등급 하락 등 위험 요소를 충분히 전달하고 후불결제로 유도한다는 느낌을 소비자가 받지 않도록 해야 한다. 후불결제 수용을 높이려면 타깃 고객을 세분화하고 버티컬 커머스와 제휴하는 방안을 추천한다.

• 마케팅과학연구
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• 제20권1호
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• pp.59-69
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• 2010

绿色环保或者环境意识已经成为商业、政府机关, 以及消费者和世界关注的重要问题. 针对这一情况, 韩国政府宣布, 在本世纪初, "环保建设" 将被作为一种用以鼓励与环保相关的商业活动的方式. 不同层次的韩国服装业, 提出了不同的产品环保的绿色计划. 这些服装产品包括有机产品和回收的衣服. 要想使这些公司成功, 他们需要那些, 在做产品购买,使用, 处置时, 将绿色问题(如环境的可持续性发展)作为一个人判断的一个组成部分的顾客的信息. 这些消费者可以被看成是生态学的关注者. 过去的研究已经对消费者对于环保产品的购买意愿进行了检测. 此外, 还研究了影响生态保护者或绿色消费者的因素. 但是, 只是关注生态保护者在处置或者回收利用衣服上与采购绿色产品相比较是不够的. 服装处置行为有多种途径, 消费者可以用淘汰, 传承(例如: 把它送给一个年幼的弟弟), 赠与, 交换, 出售或者简单的把他扔掉等多种方式来暂时或者永久的摆脱闲置的衣服或贷款项目. 因此, 购买环保产品的行为应该结合服装处置的行为, 从而进一步了解消费者的消费行为与对环境的态度. 本项研究的目的在于提供韩国生态保护者从有利于生态学的角度出发来购买和处理衣服的生活方式的相关信息. 本研究的目标有: 1, 基于韩国对服装处置行为进行分类; 2, 调查人 们人口统计数据, 生活方式和服装消费价值观赏的差异; 3, 在环保的时尚物品的购买意愿和影响因素之间进行比较. 自填式的调查问卷是基于以往的研究设置出来的. 问卷包括10项处置衣服的条款, 22项可持续并且健康的生活方式的条款, 以及19项消费观念的条款. 根据利克特模板的五分量表设置. 此外, 购买两个时尚物品的意愿和每个物品属性的11项特征都是根据利克特模板的七分量表而来, 两种制成羊毛套衫的可以从PET识别代码的回收瓶子中创造出来的涤纶织物这两种套衫选自一个韩国和一个美国的户外运动服装的品牌. 我们对每一种产品的简介和颜色都进行了调查, 人口统计学(即性别, 年龄, 婚姻状况, 教育程度, 收入, 职业)也被包括在内. 在2009年5月份, 研究数据通过一个专业网站的调查机构进行采集, 最后有600份调查问卷可供分析, 这个调查的受访者年龄从20到49岁不等, 平均年龄为34岁. 百分之50的调查者为男性, 大约58%的受访者是已婚者, 其中62%的受访者有大学学位. 主要成分分析和因素最大方法差的方法用以识别衣服处理规模的潜在尺度. 共有三个因素生成(比如: 倒卖行为, 捐赠行为, 不回收利用行为). 基于他们处置衣服的方式对受访者进行了分类, 群类分析被使用, 最终得到了三个部分. 不同的消费者, 被分别贴上 "转售集团", "捐资团体" 以及 "不回收组织" 的标签加以分类, 其中98%是正确的分类. 从人口统计学角度来看, 这三个类别的人在性别, 婚姻状况, 职业和年龄上有显著的差异. 健康可持续的生活方式被缩减为以下5个因素: 自我满意度, 家庭定位, 健康问题, 环境问题和自愿的服务. 这是三个群体中健康可持续的生活方式的最显著的差异. 转售集团和捐赠组表现出在健康可持续的生活方式上的相同倾向, 同时, 不回收集团在生活方式方面呈现最低的平均值. 转售和捐赠团体自称享受和满意这种生活和消费方式, 并且能够利用空余的时间陪伴家人. 另外, 这两组的人关心健康和有机食品, 并试图保护能源和资源. 对服装消费的价值观产生主要影响的三个因素是: 个人价值, 社会价值和实用价值. 因素的方差测试表明转售集团和其他两组之间的因素差异最大. 转售集团相比其他价值更关注个人价值和社会价值. 相比之下, 非回收集团比捐赠集团更关注高层次的社会价值. 比较购买环保产品的意愿上, 转售集团表现出最高的购买A类产品的意愿. 另一方面, 捐赠集团则在小市场中表现出购买B类产品的最高意愿. 此外, 平均分数表明, 购买韩国的产品(B类产品)相比购买美国的产品(A类产品)更合韩国人的心意. 多元线性回归分析法确定了对环保产品的购买的意愿对制造业产品属性的影响. 产品的设计, 价格, 贡献, 对环境的保护, 价格, 兼容性是影响转售集团的显著因素, 另外, 以及对自身形象的影响是捐赠团体的重要因素. 对于非回收集团来说, 设计, 价格等因素是相同的, 自我的形象,对环保运动的贡献, 和环境保护也是很重要的. 而价格因素具有显著性的共通性. 对于B类产品来说, 设计, 合理的价格, 形象等因素是同等的重要, 但是不同的组对购买的特征和意愿有不同的倾向. 健康可持续的生活方式以及服装消费的意向对购买A类产品和B类产品的影响同样被我们所关注. 实际操作者的健康状况和个人价值都是影响购买意愿的重要因素; 然而, 在这三个群体中说服的力度都很低. 结果表明, 分类出来的每组处理服装的行为, 显示着不同服装产品的属性, 个人价值, 和实践者的特点, 这些都影响了他们的购买环保产品的意愿, 结果会使生态保护者提出并组织更合理的生态设计的战略决策.