• 한국유통학회지:유통연구
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• 제16권4호
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• pp.29-64
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• 2011

상품의 이용가능성은 소비자 욕구를 충족시킬 수 있는 중요한 점포 능력 중의 하나이다. 그러나 구매하고자 하는 상품이 없는 품절(stockouts)상황이 발생했을때 소비자는 구매의사 결정의 어려움에 직면하고 이러한 어려움은 소비자의 부정적인 반응, 예컨대 점포에 대한 불만족을 야기한다. 본 연구에서는 상품의 이용가능성 상설, 즉 품절상황에서의 소비자 대체선택행동을 이끌어 내는 결정요인들을 파악하여, 이러한 변수들이 품절에 대한 소비자반응과 행동에 어떠한 영향을 미치는가를 규명하고자 한다. 세부적으로 본 연구에서는 기존 연구들과 달리 구매환경의 상황적인 특성(예: 구매 긴급성, 당황정도), 점포 특성(예: 상품구색, 매장편의성), 소비자 특성(예: 브랜드애호도, 점포애호도) 등에 초점을 맞추어 이러한 요인들이 품절시 소비자반응(상품대체, 구매연기, 점포전환 등의 대체선택행동)에 미치는 영향을 실증적으로 밝히는 것을 목적으로 하였다. 특히 본 연구에서는 선행연구에 비해 상품구색, 전반적인 점포 가격 이미지 등의 점포특성 변수들을 추가적으로 고려하여 분석하였다. 이러한 연구목적을 달성하기 위하여 대형할인마트, 슈퍼마켓 등의 다양한 소매업태에서 품절상황을 경험하고 나오는 353명의 소비자들로부터 자료를 수집하여 다항로짓분석(multinomial logit analysis)을 이용하여 연구모형과 연구가설을 검증하였다. 소비자 선택행동에 대한 MNL 모델 추정결과 품절상황에서 상품대체, 구매연기, 점포전환 행동에 대해 구매의 긴급성, 당황 정도, 구매량, 사전 계획구매, 상품구색, 전반적 점포가격 이미지, 브랜드애호도, 점포애호도 요인들이 소비자 선택행동에 유의한 영향을 미치는 것으로 나타났다. 구체적으로 살펴보면, 품절상황시 소비자의 점포 내 상품대체행동을 이끄는 결정요인으로 구매의 긴급성, 당황정도, 구매량, 사전 계획구매, 상품구색의 다양성, 저렴한 점포가격이미지, 브랜드애호도, 점포애호도 등이 유의하였으며, 구매연기를 유도하는 결정요인으로 구매의 긴급성, 구매량, 브랜드애호도 등으로 판명되었다. 품절시 소비자가 다른 점포로 전환하게 하는 요인은 구매의 긴급성, 구매량, 사전 계획구매, 상품구색의 다양성, 저렴한 점포가격이미지, 브랜드애호도, 점포애호도 등으로 파악되었다. 마지막으로 품절시 점포 편의성과 판매원 서비스 요인들은 소비자 대체 행동에 유의한 영향을 주지 못하였다.

• 복식문화연구
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• 제16권4호
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• pp.775-783
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• 2008

Nowadays much amounts and various kinds of fashion products are sold through cyber shopping malls. Vendor type and intermediate type cyber shopping mall among many types of cyber shopping malls were selected to analyze assortment and price of fashion products. fashion products 'Best 100' from two cyber shopping malls were listed and classified. The results were as followed: First, the portion of fashion products at vendor type cyber shopping mall was higher than that of intermediate type. Second, fashion products items such as coat, Jacket, one-piece dress, sweater, t-shirt, pants, skirt, and underwear were sold at cyber shopping malls. Underwear and t-shirt were the best selling items at intermediate type shopping mall, and more expensive and fashionable coat, Jacket, and one-piece dress were the best selling items at vendor type shopping mall. Third, the price range of fashion items at vendor type shopping mall was higher than that of intermediate type shopping mall from 1,000 won to 99,000 won.

• 한국의상디자인학회지
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• 제14권3호
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• pp.161-176
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• 2012

This study aims to find out the influence of satisfaction of the product and shopping mall attributes on mall reliability, repurchase intention, and recommendation intention in internet open market. For this purpose, this study surveyed 266 male and female consumers in their 20's~40's for empirical analysis who have ever purchased clothing through internet open markets. Respondents are selected using the convenience sampling through online survey in August 2011. For statistical analysis, descriptive statistics, reliability analysis, factor analysis, t-test, ANOVA, and regression analysis are carried out using SPSS for Windows 12.0. The results are as follows; First, it was identified that there were Significant differences in consumers' satisfaction on product and shopping mall attributes according to purchase price, degree of purchase, and the demographics. Second, it was identified that performance, sewing condition, the stability of the form, texture, harmony with other clothes, the response of people, fashionability, seller, origin, detailed explanation on products, interaction with shopping malls, and ease-of-use have significant influence on the reliability of open market. Third, it was identified that easiness to be active in, the stability of the food, design, suitability to T.P.O, price, origin, detailed explanation on products, product assortment, reputation of shopping malls, ease-of-use, and delivery charge policy have significant influence on the repurchase intention. Fourth, it was identified that easiness to be active in, the stability of the form, design, suitability to T.P.O, price, origin, detailed explanation on products, product assortment, reputation of shopping malls, ease-of-use, and delivery charge policy have significant influence on the intention to recommend.

• 한국의류산업학회지
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• 제13권2호
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• pp.234-241
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• 2011

In this study, the effect of Internet clothing soho mall attributes on attitude toward site and revisit intention was investigated. A total of 292 female college students participated in the experiment to explore a clothing soho mall out of 20 highly-ranked soho malls for shopping and to complete a questionnaire. In exploratory factor analysis results, five factors were generated out of 18 question items indicating clothing soho mall attributes. Among those five factors, 'product assortment and presentation' was the most important factor affecting attitude toward site and revisit intention toward a clothing soho mall. In addition, 'site construct' was another factor affecting attitude toward a clothing soho mall site specifically in the group who shops clothing more often on the Internet shops than off-line shops. Based on study results, implications and insights were discussed.

• 복식문화연구
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• 제13권1호
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• pp.18-33
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• 2005

The purposes of this study were to investigate the difference of the SCM activities in the general characteristics of fashion enterprises and to inquire out the general characteristics affecting the introduction of SCM. The characteristics of apparel manufactures were also compared through the cluster analysis of the SCM activity levels of apparel manufactures. Through questionnaire survey, a total af 214 data - 123 from 64 apparel manufacturers, 46 from 40 fabric suppliers and 45 from 4 retailers - were used for analysis. The analysis on the relation between the SCM activity levels and the general characteristics of fashion enterprises showed that the SCM activities were affected by product assortment pattern and SCM introduction level for fabric suppliers, production method, product assortment pattern, business type and SCM introduction level for apparel manufacturers, and SCM introduction level for retailers. The cluster characteristics related to the SCM activity levels of apparel manufacturers showed that the clusters with higher level were tending to doing business internationally and trying to manufacture in a small lot in variety. The higher level clusters also revealed relatively low in the occupation ratio of fashion goods and high in quick response ratio compared to the lower level clusters.

• 복식문화연구
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• 제13권4호
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• pp.564-575
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• 2005

The purposes of this study were to investigate the effects of shopping orientation on fashion shopping mall environments and purchase intention in internet fashion shopping mall. Data were obtained from 423 internet fashion shopping mall consumers who have experiences of buying products or visiting to internet fashion shopping mall in Busan, and were analyzed using by factor analysis, Cronbach's alpha, cluster analysis, ANOVA and Duncan test. The results showed shopping orientation perceived by Internet fashion shopping mall consumers were consisted five factors: Brand loyalty orientation, Economical orientation, Fashion orientation, Time saving orientation and Internet shopping orientation. Internet fashion shopping mall environments were composed of Visual information, Loading speed, Space composition, Product assortment, Checkout service, and Help desk. Consumers were classified by the shopping orientation into the Economical shopper, Fashion/brand shopper, and Convenience shopper. Economical shopper and Fashion/brand shopper rise in the estimation of Visual information, Product assortment, and Checkout service of shopping mall environment. Additionally, they were likely to have more intentions to purchase than the other types of shoppers in internet fashion shopping mall.

• 한국의류학회지
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• 제29권11호
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• pp.1475-1484
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• 2005

The purposes of this study were 1) to examine the dimension of fashion shopping mall attributes and shopping value related to online shopping, and 2) to investigate the effects of fashion shopping mall attributes and shopping value on purchase intention in online shopping. Data were obtained from 423 online fashion shopping mall consumers who have experiences of buying products or visiting to online fashion shopping mall in Busan, and were analyzed using by factor analysis, Cronbach's alpha, path analysis of LISREL 8.53. The results showed online fashion shopping mall attributes were composed of Visual information, Loading speed Space composition, Product assortment, Checkout service, and Help desk. Shopping value perceived by online fashion shopping mall consumers were consisted two factors: Hedonic value and Utility value. Hedonic value and Utility value Perceive by online consumers were influenced by Product assortment, Visual information, Help desk, and Space composition of shopping mall. Additionally, hedonic and utility shopping values perceive by online consumers impacted online purchase intention. Findings suggest that fashion shopping mall attributes mediated by shopping values are important in predicting purchase intention of online shopping mall. Implications are drawn for the information useful to consumer behavior researchers and retailers of online fashion shopping mall.

• 한국의상디자인학회지
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• 제4권2호
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• pp.31-45
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• 2002

The purpose of this study was designed to investigate if self-monitoring variable among various individual trait theories and demographic variable would be variables which can explain about the importance differences of consumer service level of retailing in the garment product. The survey was conducted from Feb, 6 to 16, 2002. For this survey, the 118 data were analysed with spss window 9.0 version and Cronbach's, Factor analysis, one-way ANOVA, Duncan test, Frequency, mean, percentage were applied. The results of this study were as follows; 1. Consumer service was classified in attitude/confidence/expert knowledge of salesperson, product display, product information, product assortment, shopping environment, lighting setup. 2. As a result of analyzing the importance differences per consumer service dimension depending on self-monitoring levels, it was not significant differences. 3. As a result of analyzing the importance differences per consumer service dimension depending on demographic variables, it was not significant differences.

• 한국유통학회지:유통연구
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• 제11권2호
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• pp.97-122
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• 2006

유통업체는 다양한 상품구색을 갖는 것이 좋다는 생각이 일반적이다. 그리나 최근 연구들은 선택대안의 수를 증가시키는 것이 오히려 소비자 선택을 떨어뜨린다고 한다. 본 연구는 선택대안의 수가 늘어나는 맥락에서 소비자 구매결정에 영향을 미치는 요인을 파악하는 데 목적이 있다. 연구 결과, 본 연구에서는 선택대안의 수가 실제 고려제품군의 크기에 해당하는 $3{\sim}9$개인 경우, 선택대안의 수가 늘어남에 따라 비선택 비율이 줄어드는 것(선택 비율이 증가하는 것)을 알 수 있었다. 특히 선택대안의 수가 선택여부에 미치는 영향은 지배적 대안이 없을 때보다는 있을 때 더 높게 나타났다. 그리고 대안의 수와 함께 소비자의 제품에 대한 친숙도가 선택여부에 어느 정도 영향을 미치는 것으로 나타났다. 지배적 대안이 있을 경우에는 친숙도가 선택여부에 영향을 미치지 않았으나, 지배적 대안이 있을 경우에는 소비자의 제품에 대한 친숙도는 자체적으로는 선택여부에 영향을 미치지 않고, 대안의 수와 상호작용을 통해 선택여부에 영향를 미치는 것으로 나타났다. 마지막으로 이러한 결과를 바탕으로 실무적 시사점과 연구의 한계점에 대해 논의하였다.

• 복식
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• 제64권3호
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• pp.93-107
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• 2014

This study examines the differences in store service quality and relationship benefits according to clothing consumption values. This study has collected data from adult consumers in their 20s to 60s via offline and online surveys. A total of 459 survey responses were used for the final analysis. The results of this study were as follows. First, clothing consumption values were composed of 4 factors: emotional, conspicuous, individuality, and practical value. In light of the tendency of consumers' clothing consumption values, consumers have been grouped into 3 consumption groups: hedonic, practical, and practical symbolic. Second, consumers considered price policy product quality, salesperson, product assortment promotion, and convenience of store service quality in the order of importance. Regarding the relationship benefit, consumers considered psychological benefit, economic benefit, informative benefit and social benefit in the order of importance. Third, regarding the importance in service quality for clothing consumption value group, practical symbolic consumption group and practical consumption group considered price policy quality service more important than hedonic consumption group, and practical symbolic consumption group considered product assortment quality, promotion service, salesperson service, convenience of store service more important than other groups. Fourth, regarding the importance of relationship benefits for the clothing consumption value groups, practical symbolic consumption group considered informative benefit and social benefit more important than other groups. The practical symbolic consumption group and practical consumption group considered psychological benefit more important than the hedonic consumption group.