• 복식문화연구
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• 제22권4호
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• pp.511-525
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• 2014

This study set out to investigate consumers' attitudes toward pro-environment, and their actual purchasing behavior. It aimed to empirically examine the effects of the consumers' attitudes toward pro-environmental products, the importance of the product attributes and the perceived value of the companies' environmental activities, on their purchasing behavior of eco-friendly fashion products, including their satisfaction, trust, and repurchase intention. The questionnaires were administered on 304 married women with previous experience of buying eco-friendly fashion products. The results were as follows. First, the consumers' behavioral patterns in terms of environmental concerns and the purchasing of eco-friendly household items were significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Second, the importance of eco-friendly attributes was significantly positive in relation to the purchasing behaviors of eco-friendly fashion products. Third, the perceived value of corporate environmental activity was not related to the purchasing behaviors of eco-friendly fashion products. Finally, the purchasing behavior of eco-friendly fashion products was significantly positive in relation to the satisfaction with eco-friendly fashion products as well as the trust and repurchase intention, and satisfaction and trust positively affected the repurchase intention. The implication of the research and direction for future study were discussed.

• 마케팅과학연구
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• 제15권1호
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• pp.41-60
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• 2005

최근 들어 미용서비스를 대상으로 한 소비자 행동 연구들이 활발하게 진행되고 있으나 주로 서비스 접객시점에서의 서비스 품질과 고객만족 등에 관한 연구였으며, 소비자 의사결정과정의 첫 단계에 해당하는 욕구발생 혹은 문제인식 단계에서의 미용서비스 구매동기를 다룬 연구는 미미하다. 본 연구는 미용서비스업 중 머리미용서비스를 대상으로 미용서비스에 대한 소비자의 구매동기와 정보 탐색이 어떠한 내용으로 구성되어 있는지 그 개념적 구조를 살펴보고, 미용서비스 구매동기가 정보탐색에 미치는 영향을 알아보며, 인구 통계적 변인에 따라서 미용서비스에 대한 소비자의 구매동기와 정보탐색의 하부요인이 어떠한 차이를 보이는지 알아봄으로써, 향후 미용서비스와 관련된 연구에서 활용활 수 있는 소비자의 구매동기와 정보탐색에 대한 기초적인 자료를 제공하고자 하며, 미용서비스업을 경영하는 경영자와 마케터들에게 미용서비스 소비자들의 구매행동을 이해시켜줌으로써 미용서비스업의 특성에 맞는 마케팅 전략을 수립하는데 도움을 주고자 하는데 그 목적이 있다. 연구결과, 미용서비스를 이용하는 소비자들은 실질적 필요 이외에 유행추구, 충동구매, 특별한 일, 분위기 및 기분전환에 의해서도 구매동기가 활성화됨을 알 수 있었고, 대중매체, 다른사람 의견, 경험 및 점포관찰, 판촉물을 이용하여 정보를 탐색하였으며, 미용서비스 구매동기 하부요인 중 유행추구, 충동구매, 분위기 및 기분전환의 3가지 요인만이 정보탐색활동에 영향을 미침을 알 수 있었다. 또한 연령아 상대적으로 낮고, 미혼이며, 직장여성이나 학생 집단일수록 다른 집단에 비해 대체로 다양한 미용서비스 구매동기를 보였고, 정보탐색정도가 높은 것으로 나타났다.

• 한국유기농업학회지
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• 제19권2호
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• pp.145-156
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• 2011

This research targets housewives residing in Daegu among whole consumers. The first step is to divide housewives into two groups, group 1 which has experience of purchasing environment-friendly agricultural products and group 2 which has no experience. Then in the next step, research proceeds to investigate perception, present behavior and future intention of purchasing environment-friendly agricultural products. Based on this, it intends to provide both basic information which is needed for producers and distributors to set their systemic marketing strategy to increase consumption of environment-friendly agricultural products and effective way to vitalize the consumption.

• 대한가정학회지
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• 제35권5호
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• pp.177-194
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• 1997

This study attempts to explore urban married women's needs for consumer information contents. In addition, the causality of the needs for consummer information contents and related variables is investigated. Major findings are the following: (1) Respondents' need for information on“the product selection”and “the use and management”of the washing maching or hair dryer is high, while the in need for the information on“the existing brands”is very low. (2) Among several relevent characteristics, respondents' product involvement is strongly related to the needs for consumer information contents. (3) The results of the analysis of casual model from washing maching showed that respondents' age, purchasing experience, perception of the price dispersion and quality difference, self confidence in the product evaluation affect on the need for consumer information contents directly. While respondents' income and education level show a indirect effect. (4) The results of the analysis of causal model from hair dryer showed that respondents' perception of the price dispersion, quality difference and product complexity affect on the need for consumer information contents directly. While respondents' age, purchasing experience, self-confidence in the product evaluation show a indirect effects.

• 복식문화연구
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• 제26권1호
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• pp.1-18
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• 2018

In this study, the effects of anticipated regret and perceived uncertainty on price sensitivity or purchase hesitation in overseas purchasing are analyzed along with the effects of price sensitivity on purchase hesitation. The survey was conducted among internet fashion consumers with experience in overseas purchasing and 480 responses were used in the data analysis. The results showed the psychosocial anticipated regret positively influenced the price importance, and the service, product and psychosocial anticipated regret positively influenced the price search. The preference and psychology uncertainty positively influenced the price importance, and the information and psychology uncertainty positively influenced the price search. The price importance positively influenced payment stage hesitation and shopping cart abandonment, and the price search positively influenced purchase hesitation in overseas purchasing. The functional, service and psychosocial anticipated regret positively influenced payment stage hesitation, and the service and psychosocial anticipated regret positively influenced shopping cart abandonment and overall purchase hesitation. In addition, the perceived uncertainty positively influenced the payment stage hesitation, and the information and psychology uncertainty positively influenced the shopping cart abandonment and overall purchase hesitation. The results of this study will be helpful for developing the marketing strategy for customer relationship management for overseas internet shopping web-sites.

• 한국의류학회지
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• 제25권7호
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• pp.1247-1257
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• 2001

The objectives of the study were to examine apparel purchasing behavior in internet shopping malls and the level of perceived risk when internet users purchase online. For this research, 15,000 internet users were given questionaries via E-mail, or special website online. The sum of 1958 questionaries were used for statistical analyses. Using, SAS package, factor analysis, Crobach's ${\alpha}$, t-test, $\chi$$^2$-test, frequency and multi-response analysis were performed. As the results, 19% out of internet users had bought apparel products through internet shopping malls. Men had more purchasing experiences in apparels as well as general products than women. Among apparel products, T-shirts/shirts were purchased the most by internet shoppers. For perceived risks, 6 factors(quality risk, time/convenience risk, size and appearance risk, privacy risk and social/psychological risk) were investigated for this study. The level of perceived risk was lower when people had a purchasing experience in internet shopping mall than when they didn't. The level of perceived risk was lower when people had purchasing intend about apparels than when they didn't. Based on these results, marketing strategies will be suggested.

• 패션비즈니스
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• 제16권4호
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• pp.1-12
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• 2012

This study made an analysis on the relation and influence between outdoor wear benefit, clothing selection criteria and purchasing satisfaction. Survey was conducted targeting 20s-30s males and females who have experience of purchasing outdoor wear and 335 sheets of questionnaire were used for final analysis. And statistics package SPSS16.0 was used for analysis of collected materials. A group seeking the trendy brand turned out to give considerable thought to the brand and trend and purchase less than 100,000won at the discount outlet. A group pursuing functional practicality puts an emphasis on the activity and use, and purchases at the internet shopping mall or department store. Regarding material, function, design, style and color as important, a group pursuing individuality and appearance turned out to purchase clothing at various places such as discount outlet, specialty store and internet. A group that is indifferent to clothing appeared not to care about specific elements when selecting outdoor wear. The result of study showed that consumers of outdoor wear show purchasing satisfaction in respect of design, style, color or trend.

• 패션비즈니스
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• 제15권6호
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• pp.56-70
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• 2011

The purpose of the study was to analyze the purchasing status of luxury brand counterfeit goods of female college students, and to investigate the influence of students' social self-concept on their attitude towards luxury counterfeit products. The study was implemented by a descriptive survey method using a self-administerd questionnaire. The sample consisted of 224 female college students residing in Seoul and Busan. The data were analysed through frequency, factor analysis, and regression analysis. The results were as follows. First, it was observed that 42.40% of the respondents have had the experience of purchasing counterfeit items. The major reasons for purchasing counterfeit goods, it was discovered, were not only the low price but also their perceived good quality. Among the reasons for not purchasing counterfeit products, the emotional reason was more significant than the intellectual reason. Second, female college students' social self-concept was found to have an influence on their social negative attitudes towards luxury brand counterfeits. Third, it was found that the social self concept was closely related to the satisfaction with the counterfeit purchases. Fourth, it was discovered that the social self-concept of the students significantly affected the intention to repurchase.

• 한국의류학회지
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• 제23권7호
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• pp.1007-1018
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• 1999

The purpose of this study were : 1) to examine the apparel product purchasing tendency of PC communication and internet users in home shopping 2) to analyze the difference of apparel product purchasing tendency accordint to consumer factors. The data was administered to 160 subjects who had communicated the PC communication and internet. And the data was collected from May through August in 1998. SPSS package was used for analysis and the following methods such as Means Percentage Frequencies Factor analysis Crosstabulation analysis t-test and one-way ANOVA, The results of this study were as follows : 1) The users of PC communication and internet were young and high-education level and a metropolitan area dwellers. They received a purchase offer through catalog PC communication and internet cable TV and paid out credit card Experience to purchasing apparel product of home shopping was very low but intention to purchasing was relative high. item that consumer wanted to buy using home shopping were casual clothing and fashion goods which were not important to fit and without regard to style. 2) Between purchasing apparel product of home shopping and mainly consideration factors were shown to have the significant differences according to age residential quarters whether or not marriage. income level. A metropolitan area dwellers the low-age unmarried and the low-income groups thought much of convenience shopping time and effort's saving. A person of the higher-income and the married thought much of the facility of an exchange or returned goods. A region dwellers were to purchase a speciality product or gift goods. 3) Between purchasing apparel product of home shopping and satisfaction degree were shown to have significant differences according to sex whether or not marriage education level an occupation. The woman than the man was satisfied with the benefit of the shopping time and effort's saving. And the unmarried than the married was satisfied with the benefit of the home shopping's convenience. The higher-education level than the lower-education level was satisfied with the quality guarantee of the product.

• 한국콘텐츠학회논문지
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• 제17권12호
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• pp.658-669
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• 2017

온라인 쇼핑 이용의 지속적인 증가 추세에도 불구하고 온라인 쇼핑에서의 실 구매 전환 비율은 3% 미만으로 매우 낮은 수치를 보이고 있다. 따라서 이에 대한 원인 분석과 대응 방안에 대한 연구가 보다 필요하다. 본 연구는 온라인 쇼핑 시 최종 구매결정 지연 발생에 영향을 미치는 주요 변인으로 불확실성 요인과 상황적 요인을 도출하고 이들의 영향력을 검증하였다. 특히 본 연구에서는 소비자의 인지적 종결욕구 수준에 따라 인터넷 쇼핑 시 지각하는 불확실성과 상황적 환경에 대한 대응 행동이 다를 수 있고, 이를 통해 결과적으로 구매 지연 발생 정도를 조절하는 현상을 고찰하였다. 본 연구 결과를 통해 온라인 쇼핑 시 최종 구매 결정 단계에서 소비자의 망설임과 구매 지연을 줄이고 구매 전환율을 향상시킬 수 있는 전략적 시사점을 제시하고자 한다.