• 문화기술의 융합
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• 제8권6호
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• pp.959-969
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• 2022

이 연구는 라이브커머스의 품질요인이 고객의 구매의도에 미치는 영향과, 그 관계에 있어서 고객관여도의 조절효과에 대해 분석하는 것을 목적으로 한다. 연구를 위해 라이브커머스를 사용하는 대학생 및 일반인을 대상으로 설문조사를 실시하였으며, 데이터분석을 위해 신뢰도분석, 요인분석, 분산분석, 회귀분석을 실시하였다. 라이브커머스의 품질요인은 콘텐츠, 시스템, 서비스, 쇼호스트 특성으로 구분하였으며, 고객관여도는 상품관여도와 서비스관여도로 나누어 분석하였다. 연구결과 각 품질요인은 모두 고객의 구매의도에 정(+)의 영향을 미쳤다. 한편 고객의 상품관여도는 콘텐츠 및 시스템 품질에, 서비스관여도는 서비스 및 쇼호스트 특성에 유의적인 조절효과가 있었으며, 각 품질요인이 구매의도에 미치는 정도는 고객관여도가 높을수록 더 높게 나타났다. 본 연구는 라이브커머스의 품질요소와 구매의도간의 관계에서 고객관여도가 어떤 조절효과가 있는지 학술적인 성과를 추가하였고, 라이브커머스에서 고객의 구매를 유도하기 위해 개별 고객의 상품관여도 및 서비스관여도 정도를 고려하여 맟춤식 지원을 해야 한다는 실무적 시사점을 제공한다.

• The Journal of Asian Finance, Economics and Business
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• 제7권6호
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• pp.197-207
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• 2020

This study aims to examine the influence of attitudes on customers' intention to participate in online fashion sharing. A framework was proposed to investigate the relationships between consumer motivation, consumer attitude, and purchase intention in the manner of adopting a fashion-sharing platform. Consumer motivations are divided into three categories: utilitarian, hedonic, and ecological. The moderating effects of product replacement cycle (PRC) on consumer attitude and purchase intention are also investigated. Data collection was developed using a web-based survey where 180 consumer respondents from South Korea participated. The results of our analysis indicate that consumers' hedonic and ecological motivations are positively related to favorable consumer attitudes, even when consumers' utilitarian motivation is denied. Consumer attitude is also positively related to purchase intention in the fashion-sharing platform. A moderating effect of PRC is recorded between consumer attitude and purchase intention based on high and low PRC, as well as the effect of ecological motivation and consumer attitude on high PRC. This study enhances knowledge of consumer motivational factors in a fashion-sharing platform and provides insights for service providers to help them improve their target marketing.

• 한국조리학회지
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• 제17권1호
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• pp.93-109
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• 2011

본 연구는 외식기업의 브랜드 확장에 있어 모 브랜드의 태도가 확장 브랜드의 구매 의도에 미치는 영향 관계를 파악하였으며, 확장된 브랜드의 구매의도에 있어 적합성에 따른 모 브랜드의 태도와 지각된 위험의 상호작용효과를 실증분석을 통해 규명하고자 하였다. 그 결과 구매의도에 대한 모 브랜드 태도(F(1,295)=12.012, p<0.01), 적합성(F(1,295)=17,758, p<0.001), 지각된 위험 (F(1,295)=12.570, p<0.01)의 주 효과(main effect)는 통계적으로 유의하였다. 또한 상호작용항 중 모 브랜드의 태도과 지각된 위험(F(1,295)=5.782, p<0.05), 모 브랜드 태도 적합성, 지각된 위험의 상호작용항(F(1,295)=6.068, p<0.05) 역시 유의한 것으로 나타났으며, 확장 브랜드 적합성에 따라 구매의도에 대한 모 브랜드 태도와 지각된 위험의 상호작용효과는 차이가 있다는 것을 검증하였다.

• 한국생활과학회지
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• 제20권4호
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• pp.849-860
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• 2011

This study explores a structural model to examine the relationship between web browsing motivation, retail strategy and purchase conversion for apparel on shopping websites. A self-administered questionnaire based on existing scales includes web browsing motivation, retail strategy, and purchase conversion intention of apparel on the shopping websites. A total of 499 usable questionnaires were obtained from consumers aging 20 to 49 who reside in metropolitan cities in Korea. For data analysis, descriptive statistics, exploratory factor analysis, confirmatory factor analysis, and structural equation models were used via SPSS 12.0 and LISREL 8.8. Findings concluded that web browsing motivations consisted of three factors: hedonic, informational, and recreational browsing for apparel. Hedonic browsing had a negative effect on purchase conversion intention, whereas informational browsing had a positive effect on the purchase conversion intention for apparel on shopping sites. Retail strategies on the website were classified into service, merchandise assortment, and price & promotion; the three elements of retail strategies mediated the relationship between web browsing motivations and purchase conversion intention for apparel. Specially, merchandise assortment had significantly direct effect on the purchase conversion intention of apparel on shopping websites. Managerial implications were discussed for fashion marketers to develop retail strategies and web content in order to convert web browsers or visitors into purchasers.

• 유통과학연구
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• 제21권4호
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• pp.103-111
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• 2023

Purpose: The purpose of this study was to analyze Korean sports consumers' intention to stay using online sports products and services through online sports distribution platforms or return to using sports facilities and services in person. Research design, data and methodology: This study set up two models measuring consumers' recognition, attitude, and purchase intention toward online sports products and services based on involvement theory. An online survey was conducted and a total of 2,263 consumers participated in this study. Male participants were 1,256(55.5%) and female participants were 1,007(44.5%). Descriptive statistics were performed, and a path analysis was utilized to analyze the proposed model using SPSS 26 and SAS. Results: The results revealed two proposed models used in this study supported that consumers' online sports product and service recognition leads to a positive attitude toward online sports products and services. Moreover, consumers' positive online sports product and service attitudes were shown to lead to positive intentions to purchase online sports products and services. Conclusions: The findings revealed the recognition of consumers' online sports products and services led to positive attitudes and behavioral intentions. Implications were provided by suggesting the sports industry stick to developing online sports products and services until the endemic of COVID-19 is declared.

• 식품보건융합연구
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• 제10권2호
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• pp.1-5
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• 2024

This study aims to investigate the impact of character collaboration product characteristics on brand awareness and purchase intention within the food and beverage (F&B) industry, with a special focus on Generation MZ's growing interest in such products. The methodology involves a comprehensive review of existing literature on character marketing, brand awareness, and consumer purchase intention, supplemented by case studies of successful character collaborations in the F&B sector. The findings reveal that character collaborations significantly impact brand awareness and purchase intentions, particularly among younger consumers like Generation MZ. These collaborations not only rekindle nostalgia but also introduce new and exciting consumer experiences, effectively attracting a wide demographic. The success of character-themed products, from Pokémon bread to Coca-Cola's League of Legends collaboration, underscores the strategy's effectiveness in boosting brand recognition and consumer engagement. The implications of this research are manifold for the F&B industry. Firstly, it highlights the importance of leveraging popular characters to forge emotional connections with consumers. Secondly, it suggests that product development should closely align with consumer preferences and market trends to maximize appeal. Lastly, it positions character collaboration as a strategic marketing tool that not only enhances product sales but also strengthens brand loyalty and facilitates sustained brand growth.

• 디지털융복합연구
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• 제12권12호
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• pp.189-202
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• 2014

본 연구는 대전지역에 거주하는 이동통신 3사의 서비스를 이용하는 고객들을 대상으로 기업의 사회적 책임 활동이 브랜드 자산과 구매의도에 미치는 영향에 대한 연구를 통해 이동통신기업의 사회적 책임 활동을 알아보고 서비스품질을 통하여 조절역할을 하는지를 분석하고자 한다. 따라서 본 연구는 기업의 사회적 책임활동이 브랜드 자산과 구매의도의 개념을 정립하고 이동통신 기업의 경쟁력 강화는 물론 고객의 보호와 이동통신 상품과 서비스에 대한 책임을 지며, 공공거래질서와 공정거래관련 법규를 지키도록 노력을 할 수 있도록 마케팅적 시사점을 제공하데 목적이 있다. 본 연구의 결과 사회적 책임활동은 브랜드 자산에, 브랜드 자산은 구매의도에 영향을 주는 것으로 나타났으며, 브랜드 자산과 구매의도 간에 서비스품질을 통한 조절효과가 있는 것으로 나타났으며, 본 연구에서는 기업의 최종 목표인 구매의도를 높이기 위해서는 기업의 사회적 책임활동을 통하여 브랜드 이미지를 향상시키고, 차별화된 서비스품질을 제공함으로서 소비자의 구매 욕구를 상승시킬 수 있다는 연구 결과를 도출하였다.

• 한국조리학회지
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• 제16권2호
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• pp.258-269
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• 2010

본 연구는 외식 상품의 서비스 품질이 관광 만족도에 미치는 영향 평가에 대해서 분석하였다. 본 연구의 실증분석을 위해서 외식 상품의 서비스 품질은 유형성, 쾌적성, 신뢰성, 친절성, 보증성 요인으로 측정하였고, 외식 상품의 관광 만족도는 기대 효과, 구전 의향, 재구매 의도 요인으로 측정하였다. 외식 상품의 서비스 품질과 관광 만족도 간의 관련성을 검증하기 위하여 전체 120개의 조사 표본을 활용하여 다음과 같은 연구 결과를 얻었다. 첫째, 외식 상품의 서비스 품질 특성에 기초하여 서비스 품질 유형을 도출하였다. 둘째, 외식 상품의 서비스 품질은 구매 행동의 만족도에 정의 영향을 미치는 것으로 나타났다. 셋째, 외식 상품의 서비스 품질 유형과 구매 행동 만족도 간의 유의한 차이가 있는 것으로 나타났다.

• 유통과학연구
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• 제11권4호
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• pp.13-21
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• 2013

Purpose - The purpose of this research is to find out the relationship between cue utilization and perceived website quality and purchase intention for an online store. To achieve this, we suggest a conceptual model that examines the relationship among product introductions, online communications, online reviews, perceived quality, and online purchase intention. Research design, data, and methodology - This research utilizes SPSS 19.0 and AMOS17.0 to analyze the data. We used factor analysis to shape the structure of the original data and saved the information with multiple dimensions. We then deployed the AMOS software to analyze the model. We performed both factor analysis and structural equation analysis. Results - The findings of this study show that graphic and word descriptions, online chatting, and online reviews have a positive influence on perceived quality. Furthermore, perceived quality has a positive influence on purchase intention. Conclusions - First, detailed product information should be added to influence quality perception. Second, consumers expect a certain level of service while shopping. Simultaneously, online products reviews from consumers deserve attention as they can impact consumer purchase intention.

• 복식문화연구
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• 제23권3호
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• pp.384-399
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• 2015

The purpose of this study is to empirically investigate consumers' clothes shopping orientation factors and perceived risk factors affecting the purchase intention for fashion products in social commerce. For this study, questionnaires were given to 500 adults in their 20s~30s who had experience of using social commerce related to general products or services. To analyze the results of this study, we conducted descriptive analysis, factor analysis, reliability analysis, a chi-square independence test, and hierarchical regression analysis using SPSS 18.0. The results were as follows. First, social commerce users'clothes shopping orientations were classified into the pursuit of pleasure, brand, fashion innovation, trend, and utility, and the perceived risks were classified into the risks related to products, consumer service, loss of purchase opportunity, confidence in the web site, economy, and security. Second, clothes shopping orientation factors and perceived risk factors had a somewhat significant influence on the purchase intention for fashion products. Third, there was a significant difference between sexes regarding the influences of the clothes shopping orientation factors and perceived risk factors for the purchase intention of fashion products. Finally, this study aims to provide useful information for fashion companies to enable them to establish specific strategies that can influence consumers'purchase behaviors through social commerce.