• 한국의류학회지
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• 제45권4호
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• pp.714-726
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• 2021

The purpose of this study is to investigate the effect of retail therapy (RT) values and the role of body consciousness on therapeutic shopping motivations and outcomes. In order to accomplish our research aim, we investigated therapeutic shopping values (i.e., positive mood reinforcement and negative mood reduction) and the moderating effects of body surveillance, body shame, and weight preoccupation. A total of 247 female college students in the United States participated in an online Qualtrics survey, and structural equation modeling (SEM) and multigroup analysis were performed to analyze the data. The findings reveal that therapeutic shopping values (positive mood reinforcement and negative mood reduction) significantly influence therapeutic shopping motivation. Therapeutic shopping motivation, in turn, positively influences therapeutic shopping outcomes. Moreover, weight preoccupation moderates the relationship between negative mood reduction and therapeutic shopping motivation, suggesting that RT should especially be utilized for weight-conscious individuals. The results can be utilized for retailers to develop marketing strategies for consumers who are conscious about their appearance. Academic and managerial implications, along with future research, are suggested.

• 디지털융복합연구
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• 제19권12호
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• pp.207-223
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• 2021

본 연구는 한국의 중국유학생들을 대상으로 온라인 쇼핑몰의 이용 동기가 재 구매의도에 미치는 영향을 연구하는데 그 목적이 있다. 이를 위해 중국유학생 255명을 대상으로 설문조사를 실시하여 SPSS 23.0을 통해 온라인 쇼핑몰의 이용 동기 및 고객만족도, 재 구매의도의 구조적 관계를 규명하였다. 결과를 요약하면 첫째, 온라인 쇼핑몰의 이용 동기 중 제품 지각, 고객 서비스 및 쇼핑 경험은 고객 만족도에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 이용 동기 중 제품 지각, 쇼핑 경험, 고객 서비스가 재구매 의도를 명확하게 표현하는 것이 일반적이며 이 부분을 실증적으로 재확인하였다. 셋째, 만족도는 재구매 의도에 정(+)의 영향을 미치는 것으로 나타났다. 결과에 따르면 한국에서 중국인 유학생들의 온라인 쇼핑몰의 이용 동기는 만족도 및 재 구매의도의 영향을 미치는 중요 요인으로 기여하는 것으로 확인되었다. 향후 연구에서는 온라인 쇼핑몰의 유형에 따라서 추가적인 연구가 필요할 것으로 보인다.

• 대한가정학회지
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• 제47권10호
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• pp.39-49
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• 2009

The purpose of this study was to investigate Chinese women’s clothing purchase behavior and satisfaction for clothing made in Korea. Data was collected from Chinese women who had made purchases of Koreanmanufactured clothing using the Chinese online shopping mall named ‘TaoBao’. In total, the responses of 439 questionnaires were tabulated and analyzed using the SPSS program 12.0. Results were as follows: 1) Shopping motivation was classified based on two factors: transformation motivation and information motivation. Most Chinese women who purchased clothing made in Korea did so because of information motivation. Results showed that the place of manufacturing origin(i..e Korea) did not negatively impact Korean clothing products at this online shopping mall. 2) Purchase satisfaction was influenced by three factors: quality satisfaction, wearing/management satisfaction, and design satisfaction. Most Chinese women were satisfied with clothing made in Korea in terms of the design factor. 3) There were correlations among Chinese women’s shopping motivation and purchase satisfaction for clothing made in Korea.

• Asia Marketing Journal
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• 제10권1호
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• pp.95-131
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• 2008

본 연구는 고객이 쇼핑할 때 지각하는 경험의 요인들을 Schmitt(1999)의 전략적 경험모듈에 기반을 두고 쇼핑경험을 5개 요인(감각, 감성, 인지, 행동, 관계)으로 분류하고, 쇼핑경험에 영향을 미치는 고객 특성으로 구성된 선행변수와 결과변수를 가설적 관계를 통해 검증할 것을 주목적으로 한다. 세부적으로 본 연구는 아래와 같은 4개의 주요 연구목적을 수행한다. 첫째, 본 연구의 이론적 개념틀이 되는 전략적 경험 모듈을 구성하는 5개 요인들 간의 역학적 관계에 대해 규명한다. 특히, 총체적(holistic) 경험특성을 주장한 이론적 배경에 입각하여 경험요인들간의 상호작용관계에 초점을 둔다. 둘째, Schmitt(1999)에 의한 경험의 유형화를 이용하여 소비자가 지각하는 총체적 쇼핑 경험을 중심으로 이에 영향을 미치는 선행변수로써 고객의 쇼핑동기(motivation)와 쇼핑관여(involvement)에 대한 이론적 고찰과 함께 쇼핑동기의 유형(제품 중심적/경험 중심적)에 따라 고객이 지각하는 고객의 경험요인에 어떤 영향을 미친다는 가정 하에 백화점, 할인점, 그리고 인터넷 점포를 대상으로 이들 점포에 대한 쇼핑경험이 점포 재방문 의향에 미치는 영향력을 규명한다. 마지막으로 쇼핑경험에 대한 고객의 선호도와 점포재방문간의 관계를 전략적 경험모듈을 중심으로 포지셔닝하는 쇼핑경험 포지셔닝 맵을 개발한다. 본 연구에서 도출한 주요 연구 결과는 다음과 같다. 첫째, 전략적 경험모듈의 특성에 대한 가설의 검정 결과에 따르면 5개 경험요인들은 높은 수준의 상관관계를 가졌다. 둘째, 쇼핑동기는 인지적 경험과 감성적 경험의 선호도에 대해 효과적인 영향력을 행사하는 것으로 판명되었다. 즉, 제품 중심적(경험 중심적) 쇼핑동기를 가진 고객은 인지적 (감성적)경험을 선호하는 것으로 입증되었다. 셋째, 쇼핑관여도는 감성적 경험과 유의한 관계를 보여 주었다. 마지막으로 경험 포지셔닝 맵의 개발에 따른 유통전략에 관한 전략적 시사점을 제시하였다.

• 통상정보연구
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• 제11권1호
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• pp.219-238
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• 2009

The purpose of this study was to find out purchase motive factors working on our customers in online shopping mall industry developing day by day, and refer to previous literatures to analyze possible effects of those factors on Satisfaction, so that it could identify which purchase motive factors may have effects on Satisfaction.

• 한국의류학회지
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• 제42권3호
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• pp.411-427
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• 2018

This study is to understand the inner psychological state of consumers who pursue a retail therapy effect through fashion product shopping. Qualitative research on the whole process from the point of time of occurrence of shopping motivation to the end of shopping motivation was performed. The researcher became a virtual shopping partner during shopping and conducted a natural conversation interview using a mobile instant messenger program (Kakao Talk). After shopping, participants were asked to write a diary on that day. Collected data were analyzed by applying the grounded theory approach suggested by Strauss and Corbin (1998). Casual Condition, represented everyday stress and Contextual Condition indicated the self-healing consumption trend. Main Phenomena showed a mood change during the fashion shopping process. The sense of emancipation from the place, the satisfaction from the maintenance of social relations, and the sense of accomplishment through purchases were revealed. Intervening Condition showed the consideration in the process of shopping for fashion products, such as providing a try-on experience, price promotion, and involvement of a companion. Action Interaction Strategy was the shopping behavior for the positive emotion increase and negative emotion decrease. Consequence represented a retail therapy in shopping for fashion products.

• 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.

• 한국컴퓨터정보학회논문지
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• 제26권8호
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• pp.229-237
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• 2021

본 논문의 연구 목적은 이론과 실증 분석을 통해 중국 사용자의 라이브방송 구매 참여동기와 영향 요소를 연구하고, 사용자의 수요 변화를 파악하여 트랜드에 맞는 마케팅 전략을 수립하는 것이다. 연구목적을 달성하기 위해 중국 라이브방송 구매자 대상으로 설문조사를 실시해 필요한 데이터를 수집했다.실증 분석은 SPSS와 AMOS 분석 소프트웨어를 사용해 통계 분석, 신뢰성 및 유효성 분석, 구조 방정식 모델 분석을 수행하여 가설에 대해 검증하였다. 분석 결과를 보면 단편 동영상 업계의 핵심 경쟁력과 브랜드 개성이 사용자의 가치 인식에 반영되어 사용 동기에도 영향을 미치는 것으로 나타났다. 즉, 사용자의 라이브 쇼핑 참여는 맹목적인 순종이 아니며 능동적인 선택권이 있는 전자 상거래 속성을 더욱 강화하고 "허위 만족"을 없애야 정보가 효과적으로 전파될 수 있다. 브랜드측은 사용자의 구매 동기를 부여하기 위해 온라인 마케팅의 개성을 강화하고 사용자의 가치를 존중하는 것이 필요하다.

• 한국의상디자인학회지
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• 제13권2호
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• pp.185-193
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• 2011

The purpose of this study was to examine the relationships among fashion orientation, shopping motivations, shopping flow experience, and purchases of fashion products. Two types of shopping motivations were employed in the study: goal-directed and experiential. A conceptual research model was developed using research variables and structural equational modeling was used to test hypotheses. Empirical results indicated that fashion orientation had a strong positive direct effect on both types of shopping motives. Experiential and goal-directed motivations both had significant influence on shopping flow experience by consumers. During this process the influence of experiential motivation on flow experience was stronger, which implies the importance of experiential motivation on shopping fashion products. In addition, shopping flow experience played an important role in fashion product purchasing. Results of this study suggest that retailers should take into consideration flow in the context of shopping.

• 한국의류학회지
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• 제33권9호
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• pp.1483-1494
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• 2009

This study analyzes the locution of television home shopping show hosts for apparel products with a focus on the selling points and vocabulary use. A qualitative content analysis was conducted for 15 recorded home shopping shows selling women's overcoats and jackets. The results are as follows. First, 8 dimensions of selling points were revealed: Promotions, brand popularities, the experiences of shopping hosts, fashion trend information, conformity motivation and suggestion, intangible attributes, tangible attributes, and compared/leading differences. The most frequent selling point was tangible attributes. Following this were, promotions, conformity motivation and suggestion, compared/leading differences, intangible attributes, brand popularity, the experiences of the shopping hosts, and fashion trend information in order. The selling points were almost proper to decrease the perceived risks of home shopping consumers. Second, shopping hosts frequently used the clothing terms without any expatiations and used loan words (foreign language terms) instead of the direct Korean translations. In the conclusion, the development of a marketing strategy focusing on shopping host management is suggested.