• 가정과삶의질연구
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• 제28권3호
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• pp.81-95
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• 2010

The purpose of this study was to examine the dissatisfaction level of consumers buying foreign goods through Internet shopping malls and their complaint behavior. As there is growing demand for foreign brands along with a rapid increase in the Internet user population, a lot of ongoing studies have focused on Internet-based transaction. The dissatisfaction level of selected consumers was checked in terms of system, price, quality, information/hype, shipping and refund/exchange, and it's found that complaint behavior linked to refund/exchange was most prevalent. The most dominant way for them to respond to such situations was talking friends, relatives or neighbors about that. And they had an intention to buy foreign goods through Internet shopping malls again to greater or lesser extents, though they were unsatisfied. It indicates that the consumers didn't have a wide option in the consumer market.

• 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.

• 한국의상디자인학회지
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• 제15권4호
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• pp.29-45
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• 2013

The purpose of this study is to provide base line data required to establish a viable knitwear marketing strategy targeting young people by comparing and analyzing preference and buying behavior of customers in their twenties. A survey was conducted in 2009 and 2013 on people in their 20's male and female living in Busan. The total of 362 people participated in the survey and the results are as follows: Firstly, the seeking factors for knitwear were utilization factor, functionality factor, care for clothing factor, economics factor and vogue factor. Secondly, a differentiated marketing strategy targeting 20-something customers needs to be established as there was a steep rise in the number of customers purchasing clothes on online shopping malls using smart phone devices according to the survey.'Low-price, broad-line strategy'is also required as those surveyed preferred stores offering a wide choice of designs with reasonable price. Considering the survey results that a growing number of people tended to buy a variety of knitwear items regardless of the seasons, knitwear production needs to be diversified in terms of designs and materials. Thirdly, the survey revealed that pastel-colored knitwear was preferred for spring/summer season whereas knitwear with achromatic colors was voted the most-preferred one during the autumn and winter season. In terms of knitwear shapes, the gap between genders continues to narrow and tendency sensitive to fashion trend became more apparent reflecting the change of the times.

• 복식문화연구
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• 제32권2호
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• pp.199-214
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• 2024

Until now, research on consumers' purchasing behavior has primarily focused on psychological aspects or depended on consumer surveys. However, there may be a gap between consumers' self-reported perceptions and their observable actions. In response, this study aimed to investigate consumer purchasing behavior utilizing a big data approach. To this end, this study investigated the purchasing patterns of fashion items, both online and in retail stores, from a data-driven perspective. We also investigated whether individual consumers switched between online websites and retail establishments for making purchases. Data on 516,474 purchases were obtained from fashion companies. We used association rule analysis and K-means clustering to identify purchase patterns that were influenced by customer loyalty. Furthermore, sequential pattern analysis was applied to investigate the usage patterns of online and offline channels by consumers. The results showed that high-loyalty consumers mainly purchased infrequently bought items in the brand line, as well as high-priced items, and that these purchase patterns were similar both online and in stores. In contrast, the low-loyalty group showed different purchasing behaviors for online versus in-store purchases. In physical environments, the low-loyalty consumers tended to purchase less popular or more expensive items from the brand line, whereas in online environments, their purchases centered around items with relatively high sales volumes. Finally, we found that both high and low loyalty groups exclusively used a single preferred channel, either online or in-store. The findings help companies better understand consumer purchase patterns and build future marketing strategies around items with high brand centrality.

• 복식문화연구
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• 제24권2호
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• pp.119-131
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• 2016

With the increasing popularity of nonprofit thrift shopping, new marketing strategies are needed to respond to accelerated competition in the secondhand market. To help guide the development of marketing strategies for nonprofit thrift stores, this study aims to identify factors impacting consumers' buying behavior for secondhand fashion items sold in nonprofit thrift stores. Specifically, this study investigated 1) the effects of secondhand fashion selection criteria (i.e., design, brand name, lower price) and personal factors (i.e., gender, household income, beliefs about environment) on the secondhand fashion consumption experience in nonprofit thrift stores and 2) the moderating effects of point of purchase (POP) messages (i.e., "50% Off Sale," "New Arrivals," "Helping Others") on the relationships between purchase intention and impulsive buying in nonprofit thrift stores. An online survey was used to collect the data, and a total of 197 usable responses were received. The results showed that 1) gender, household income, beliefs about environment, and brand name affected the secondhand fashion consumption experience and 2) the POP message "Helping Others" negatively moderated the relationship between purchase intention and impulsive buying in nonprofit thrift stores. These results can help nonprofit thrift stores' managers to develop effective marketing strategies to increase their profits, which can be used to accomplish their mission of addressing social issues.

• 웰빙융합연구
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• 제6권1호
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• pp.33-36
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• 2023

Purpose: This study analyzed the perfume buying behavior of 561 men in their 20s and 30s. Research design, data and methodology: The demographic characteristics of the study subjects were analyzed frequently, the use of perfumes and chi-square tests were performed to identify differences in purchasing behavior, and the Likert 5-point scale was used to measure the importance of the reasons for choosing perfumes. Results: The most commonly used perfume product was Eau de Toilette, which had statistically significant differences with age and education (p<.05). Perfumes were most commonly purchased at health and beauty stores, with statistically significant differences by age, marital status, and education (p<.05). Conclusions: The study subjects have a high purchasing power for perfume products and are proficient in using smart devices, so they have a high level of information through beauty platforms, so they need to promote online products by introducing live commerce, etc.

• 한국콘텐츠학회논문지
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• 제9권8호
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• pp.255-271
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• 2009

많은 소비자들의 문제는 온라인을 통해서 구매하고자 하는 제품에 대해 명확한 지식을 획득하기 힘들다는 사실이다. 이에 소비자들은 온라인 사용후기를 통해 먼저 이용해 본 사람들의 의견을 청취하는 행동을 취하는데, 이것은 일종의 온라인 구전으로 일면식도 없는 이들의 구전에 많은 소비자들이 영향을 받고 있다고 말할 수 있다. 결국, 온라인 기업들은 개별 이용자들의 사용후기를 적절히 관리할 필요가 발생하였으며, 이러한 사용후기의 관리를 통해 차후의 이용자들에게 보다 나은 정보와 제품을 제공해 줄 수 있을 것으로 기대하고 있다. 그러나 사용후기는 그 내용의 방향성 및 객관성 여부에 따라 그 영향의 정도가 다르다고 예상해 볼 수 있으므로 이러한 성격을 충분히 고려한 다차원적인 온라인 사용후기의 영향에 대해 이해할 필요가 있다. 연구의 결과, 긍정적이고 객관적인 메시지의 경우 메시지에 대한 태도가 구매, 재방문, 구전의도 등에 가장 큰 영향을 미치는 것으로 나타났으며, 부정적이고 주관적인 메시지의 경우에는 메시지에 대한 태도가 제품태도를 거쳐 구매의도와 구전의도에 유의한 수준에서 영향이 있는 것으로 나타났다. 즉, 메시지의 차원에 따라 제품에 대한 태도, 구매의도, 구전의도, 그리고 재방문의도가 다르게 나타나므로 단순한 사용후기 관리가 아니라 사용후기의 다차원적인 특정을 이해하는 것이 중요하다고 할 수 있다.

• 산업융합연구
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• 제9권1호
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• pp.33-66
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• 2011

As an information-oriented society is arrived. an internet market has been developed steadily. This advance of internet market made the augmentation of purchasing clothes, and thus the fashion trade has tried to use effectively the internet marketing as a new channel of profit increasement. However, the fashion trade did not utilize efficiently an internet as a marketing mediation so far. This results from the want of coping with consumer behavior on the internet community. To answer the necessity of analysis of consumer behavior, this thesis inquires the difference of buying clothes on the internet shopping mall according to the lifestyle of consumer. Then this thesis provides the strategy of internet marketing fitted to each lifestyle for making a good profit. The inquiry was conducted to university located on Seoul, and the lifestyle of undergraduate was categorized to five groups, that is, trendy, information-inclined, economical purchase, brand-inclined, and spirit-pursuit types. This thesis analyzed the difference of consumer behavior of each type according to various factor, and presented a marketing strategy fitted to each type from these analysis results.

• 한국의상디자인학회지
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• 제22권2호
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• pp.61-70
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• 2020

This study aims to explore whether the consumers' perceptions of fashion social enterprises' motives for seeking social value affects the consumers' purchase behavior. Specifically, the relationships among the egoistic and strategic driven attribution (ESDA), value-driven attribution (VDA), positive authenticity (PA), negative authenticity (NA), anticipated satisfaction (ANS), and willingness to pay a premium price (WPP) were examined. 151 respondents participated in an online survey. The collected data was analyzed using path analysis. The results revealed that PA, which was positively affected by VDA, was negatively affected by ESDA. However, NA, which was positively affected by ESDA, was negatively affected by VDA. In addition, ANS affecting WPP was influenced by both VDA and PA. In conclusion, this study clearly shows that prioritizing the inherent purposes of social enterprises can lead to more consumers buying products, even though social enterprises set fashion products at higher prices.

• The Journal of Asian Finance, Economics and Business
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• 제9권2호
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• pp.355-361
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• 2022

The goal of the study was to see how polymer banknotes affected users' purchasing intention. Variables affecting the properties of polymer banknotes were considered, including security, ease of use, convenience, and durability. To achieve the study's main goal, quantitative methods were used, and a questionnaire was created and posted online through Google Forms to collect primary data. The questionnaire was completed by 403 people, and the data was screened and analyzed using SPSS.The study found that using Polymer money influenced people's behavior, particularly in terms of purchase patterns, decisions, and impulsive behavior toward purchases. This was attributed to the security and simplicity of using Polymer money, which appealed to many people. Furthermore, the study found that people lost their feeling of spending, meaning that using polymer money didn't feel like spending to them, effectively eliminating the moral guilt associated with excessive spending and encouraging more impulsive buying decisions.Based on the findings, the study recommends that a study be conducted to compare the use of Polymer money with tiny and large banknotes to see what kind of difference there is.