• 한국콘텐츠학회논문지
• /
• 제22권9호
• /
• pp.308-321
• /
• 2022

본 연구는 다양한 영역에서 큰 영향력을 행사하고 있는 MZ세대의 자아존중감, 쇼핑동기, 쇼핑성향이 의복구매행동에 어떠한 영향을 미치는지 알아보는데 목적이 있다. 본 연구의 결과를 요약하면 다음과 같다. 첫째, MZ세대의 타인구매 동기, 유행추구 쇼핑성향, 쾌락추구 쇼핑성향은 의복구매 행동의 하위요인 중 개인적 욕구에 정적 유의한 영향을 미치는 것으로 나타났다. 둘째, MZ세대의 실질구매 쇼핑동기, 유행추구 쇼핑성향, 쾌락추구 쇼핑성향, 편의추구 쇼핑성향은 의복구매 행동의 하위요인 중 실제적 필요에 정적 유의한 영향을 미치는 것으로 나타났다. 셋째, MZ세대의 사회적 자아존중감, 타인구매 쇼핑동기, 편의추구 쇼핑성향은 의복구매 행동의 하위요인중 의복마케팅전략에 정적 유의한 영향을 미치는 것으로 나타났다. 반면 개인적 자아존중감은 의복구매 행동의 마케팅 전략에 부적으로 영향을 미치는 것으로 나타났다. 즉 MZ세대가 자신의 개성과 소신에 맞게 의복구매를 할 것이라는 기대와 다르게 나타났다. 디지털 환경에 익숙한 MZ세대가 의복을 구매하는데 있어 유행과 관련된 정보에 쉽게 접하며 이는 신념이나 행동까지 변화시키는 결과를 가져오는 것으로 판단된다. 이상의 연구결과에서 MZ세대의 의복구매 행동에 많은 변수가 있을 것으로 예상되며, 따라서 새로운 소비자 집단으로 바라보고 마케팅 전략을 세워야 할것으로 사료된다.

• 복식문화연구
• /
• 제21권4호
• /
• pp.467-477
• /
• 2013

Retailers deploy new shopping value-additions to induce customers to shop more, thus driving compulsive buying tendencies, which lead to increased profits for them. Customers display their ambivalence in purchasing a product either through instantaneous consumption, such as when following the latest fashion trends, or methodical decision making. The aim of this study is to investigate the influence of consumers' ambivalent attitudes toward various aspects (brand, store, price, trends, and product types) of clothing shopping on compulsive behavior tendencies. Compulsive buying tendencies were analyzed in terms of the shopping value group and demographic characteristics. For the empirical research, a questionnaire was used. Data from male and female clothing shoppers were analyzed. Consumers were segmented into ambivalent consumption group, emotional value consumption group, rationality consumption group, and indifference consumption group. Results indicate that ambivalent consumption groups showed significantly higher levels of compulsive behavior tendencies in terms of brand, store, price, trends, and product types than other groups. Females showed more compulsive buying tendencies than males. Single people showed more compulsive buying tendencies than married.

• 디지털융복합연구
• /
• 제18권8호
• /
• pp.469-478
• /
• 2020

본 연구의 목적은 모바일 쇼핑이 일상화된 현시점에서 패션의류 소비자들의 쇼핑성향과 정보탐색이 쇼핑몰 만족도와 재구매 의도에 미치는 영향을 확인하고자 함이다. 이를 확인하고자 최근 1년 이내 모바일 쇼핑몰에서 패션의류 구매 경험이 있는 남녀 대학생들을 표본으로 이루어졌다. 가설 검증을 위해 요인분석과 다중회귀분석, 단순회귀분석을 실시하였다. 연구결과는 다음과 같다. 첫째, 모바일 쇼핑 경험이 있는 소비자들의 쇼핑성향은 경제적 쇼핑성향, 오락적 쇼핑성향, 편의적 쇼핑성향, 유행추구 쇼핑성향으로 확인되었다. 둘째 소비자들의 모바일 쇼핑성향 중 편의적 쇼핑성향, 오락적 쇼핑성향, 경제적 쇼핑성향은 모바일 쇼핑몰 만족도와 재구매 의도에 정의 영향을 미치는 것으로 확인되었다. 셋째, 모바일 쇼핑몰에서 패션의류를 구매하기 위한 정보탐색은 쇼핑몰의 만족도와 재구매 의도에 정의 영향을 미치는 것으로 확인되었다. 본 연구의 결과는 패션의류 기업의 마케팅전략에 유용한 정보로 활용될 수 있을 것이다.

• International Journal of Contents
• /
• 제14권4호
• /
• pp.76-85
• /
• 2018

While numerous researchers have identified factors that explain social commerce-shopping behaviors, they have left one type rather understudied-trait-based antecedents. The ways consumer behavior is affected by their personal trait-this study therefore proposed and tested hedonic shopping tendencies. Findings indicate that hedonic shopping tendencies are a robust predictor of social support, consumer engagement, and impulse buying. Also, social support and consumer engagement affect social commerce intention and consequently social commerce frequency. Analysis of the results demonstrated a positive relationship between social support and consumer engagement, and the positive relationship between impulse buying and social commerce frequency.

• 복식문화연구
• /
• 제7권4호
• /
• pp.127-138
• /
• 1999

The college students selected by random sampling were classified into several groups by their impulse buying pattern and the psychological characteristics that cause them. Their life styles, fashion leadership, self-confidence and self-image in clothing were the subjects of comparative analysis. The results of this research can be summarized as follows. 1. The college women students could be classified into several groups by their impulse buying orientations. 2. The student life styles were different by their shopping orientations. The high shopping involved shopping type and the leisure pursuit shopping type attached great importance to material life and modern life style. The economic shopping type took the intellectual self-image seriously, and the low shopping involved type thought much of the traditional life style. 3. The high shopping involved type and the leisure pursuit shopping type were more impulse buying oriented. They showed the tendencies to the fashion innovativeness and fashion opinion leadership. But the economic shopping involved shopping type and low shopping involved shopping type showed quite different tendencies. The high shopping involved shopping type and low shopping involved shopping type were contrast in their self-confidence in shopping. The former showed the highest self-confidence and the latter showed the lowest self-confidence. 4. The high shopping involved shopping type were more extroversive, dominant, sensitive and pioneering. These psychological characteristics were supposed to contribute to their impulse buying. 5. The high shopping involved shopping type and the leisure pursuit shopping type perceived themselves as more sophisticated, modern, creative and sociable. They thought they had diverse life styles. These two groups were more impulse buying oriented, and their self-images were different from economic shopping type and low shopping involved shopping type.

• 한국의류학회지
• /
• 제31권4호
• /
• pp.563-573
• /
• 2007

This study attempted to understand the addictive internet buying tendencies and how self-esteem, materialism, and self-control influenced the addictive internet tendencies and how those variables affected those when people receive marketing promotions on internet shopping mall. A total 883 cases were collected as data through internet survey on the consumers who had purchased fashion products. Internet fashion buyers were classified into high-purchasing, low-purchasing, and non-purchasing groups. These groups were showing differences among self·esteem, materialism, and self-control. High purchasing group was showing low self-esteem and self·control and high materialism than others. Variables that affect addictive buying tendencies of internet fashion product were shown accordingly brand promotion, materialism, web display promotion, and self-esteem. Marketing promotions were contributed more on the internet addictive buying tendencies than consumers' socio-psychological variables. So as to induce rational buying behavior, excessive product promotion and discount price promotion should be reduced.

• 대한가정학회지
• /
• 제48권5호
• /
• pp.1-15
• /
• 2010

The purpose of this study was to find the characteristics of internet auction user groups by the levels of addictive tendencies among high school students. The questionnaire was conducted from December 16 to 23, 2008, and 288 high school students who were living in Cheongju area were selected. The main results were as follows. First, 13.4% of respondents were visiting internet site almost every day, and about 20% of them stayed more than 2 hours for visiting the internet auction site. Second, the price of purchasing goods through internet auction site(shopping mall) was less than 50,000 won. Third, the level of addictive tendencies of respondents was under average(2.08 out of 5 point scale), and about 10% of them evaluated by themselves as an internet auction. Fourth, relatively higher addictive tendencies group showed the characteristics such as lower self-esteem, higher depression, and higher feeling of isolation, internet related(general internet use, internet shopping, and internet game) addictive tendencies, and more often visiting and staying longer in internet auction sites and other internet sites.

• 복식문화연구
• /
• 제25권1호
• /
• pp.16-31
• /
• 2017

This paper aims to identify the impact on self-satisfaction of shopping tendencies and purchase behaviors for luxury goods. The research was conducted by survey method using questionnaires. The subjects of this study were female consumers from 20 to years old with a high purchasing capability for luxury goods. Using the statistics program SPSS 21.0, factor analysis, reliability analysis, one-way ANOVA, and multiple-regression analysis were executed. The analysis results are summarized below. For shopping tendency depending on ages, pleasure pursuit tendency showed insignificant difference in 40~50s, but significant difference in 20~30s. For the self-satisfaction, the interpersonal satisfaction showed the difference by age group, which was much higher in the respondents in 30~50s than those in 20s. Individuality pursuit tendency and rational shopping tendency had impact on self-satisfaction and rational shopping tendency on interpersonal satisfaction in 20s. Pleasure pursuit tendency and rational shopping tendency had impact on self-satisfaction and interpersonal satisfaction and pleasure pursuit tendency on the economic satisfaction in 30s. Pleasure pursuit tendency had impact on self-satisfaction and economic satisfaction and rational satisfaction on interpersonal satisfaction in 40s. Pleasure pursuit tendency and rational shopping tendency had impact on self-satisfaction and interpersonal satisfaction in 50s. High quality had impact on self-satisfaction and economic satisfaction and practicality on interpersonal satisfaction in 20s. High quality had impact on self-satisfaction and interpersonal satisfaction in 30s. High quality had impact on interpersonal satisfaction in 40s. High quality had impact on all elements of self-satisfaction for the respondents in 50s, practicality had negative impact on interpersonal satisfaction.

• 한국의류학회지
• /
• 제48권4호
• /
• pp.774-792
• /
• 2024

Unlike traditional retail formats, the metaverse offers diverse shopping experiences, ranging from content that mimics reality to content that transcends reality based on its characteristic of virtuality. This study elaborates on the concept of virtuality within store environments and investigates how the virtuality level of a metaverse store influences consumers' creative consumption by mediating the flow experience. Additionally, it examines the interaction effect of creative product-seeking tendencies and individual characteristics on the relationship between flow experience and creative consumption behavior. A web-based experiment was conducted on young Korean female adults who experienced metaverse shopping. Ninety-one samples were analyzed using exploratory factor and bootstrap analyses with SPSS Macro process Models 4 and 14. The findings demonstrate that store virtuality (low vs. high) increases consumers' purchase intentions of creative fashion items by enhancing their flow toward the shopping experience. Furthermore, the effect of flow experience on creative consumption is strengthened when consumers have low creative product-seeking tendencies. This study contributes to expanding the concept of virtuality in virtual retailing and provides insights for fashion retailers planning to create virtual shopping spaces within the metaverse platform.

• 복식문화연구
• /
• 제10권6호
• /
• pp.666-679
• /
• 2002

The purpose of the present study was to analyze clothing shopping orientation and impulsive purchase behavior for clothing by using adolescents. Data were collected through a self-administered questionnaire survey from 680 middle and high school students living in Gangrung area from July 2 to July 6, 2001; 582 were used for the data analysis. Data were analyzed by chi-square analysis, 1-test, ANOVA, descriptive statistics, cluster analysis and Duncan's multiple range test. The results showed significant differences in clothing shopping orientation and in the impulsive shopping factors for clothing among the groups determined by demographic characteristics and, in the impulsive shopping factors for clothing among groups determined by the shopping orientation. Female students and high school students showed higher tendencies of recent experiences of impulsive buying for clothing. More thin half of the subjects tended to spend less than 30,000 won and to buy two items each time when purchasing clothing impulsively. Most students used discount shops or specialized stores fur impulsive purchase.