• 가정과삶의질연구
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• 제27권3호
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• pp.15-30
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• 2009

This study explored the level and general propensity of consumption-oriented attitude and impulsive buying behavior of high school students, and clarified factors affecting impulsive buying. The research results can be summarized as follows. 1. The degree of consumption-oriented attitude and impulsive buying behavior of high school students were relatively low. 2. Consumption-oriented attitude was found to have significant differences among students based on monthly allowance, self-esteem, influence of friends, influence of mass media and influence of consumer education at school. Moreover, impulsive buying behavior was found to have significant differences according to sex, level of parents's education, fathers job, monthly household income, monthly allowance, influence of home, influence of friends and influence of mass media. 3. The impulsive buying differed significantly according to consumption-oriented attitude. That is, the group showing a higher degree of consumption-oriented attitude also indicated higher impulsive buying. 4. The variables affecting the level of impulsive buying behavior were the level of consumption-oriented attitude, influence of mass media, influence of friends and sex. In other words, consumption-oriented attitude, influence of mass media and influence of friends had a positive affect, and female students were more apt to impulsive buying than male students.

• 한국의류학회지
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• 제29권6호
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• pp.772-782
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• 2005

The purpose of this study was to identify important factors influencing fragrance sensibility responses as well as to explore fragrance sensibility factors affecting attitude toward and buying intention of perfume products. For data collection, smelling experiments were conducted with seven groups of 34 female consumers who are aged from the 20's to 40's. Data were analyzed by ANOVA, t-test, factor analysis, and linear regression analysis. In results, five factors (pleasant, romantic, stimulating, modem, familiar factors) were generated from the factor analysis of 24 fragrance sensibility factors. These fragrance sensibility factors significantly affected both attitude toward and buying intention of perfume products. Pleasant, romantic and familiar factors were considered as important factors affecting attitude and buying intention while the stimulating factor affected only buying intention. Fragrance sensibility factors influencing attitude and buying intention of perfume products differed in terms of age and purchase level of consumers.

• 한국의류학회지
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• 제37권6호
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• pp.737-749
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• 2013

As more famous and luxurious fashion brands enter the online market, the changes in the online market include those in the composition of merchandise, price image, and consumer behavior. Focusing on these changes, this study examines the relation of consumer price attitude and impulse buying behavior towards internet apparel purchases. Data were obtained from 377 males and females in their 20s-40s who purchased apparel from an internet mall. Convenience sampling through the internet was performed. Collected data were analyzed by descriptive statistics, factor analysis, t-test, ANOVA, Duncan test, and regression analysis using SPSS for Windows 12.0. The results of this study are as follows. First, four dimensions of consumer price attitudes towards internet apparel purchases were found that included price-quality/prestige, sale, value for money, and low price orientation. Second, the influence of consumer price attitude on impulse buying is significant. As the price attitude of price-quality/prestige orientation and sale orientation increases, impulse buying orientation is stronger. Third, there are partially significant differences on the sub-dimensions of consumer price attitude and the influence of price attitude on impulse buying by gender and age. This study will be of help to internet companies by providing information in regards to a price attitude-based marketing strategy and an adequate response to customer impulse buying.

• 한국의상디자인학회지
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• 제8권1호
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• pp.13-24
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• 2006

The college students selected by random sampling were classified into four groups by their body cathexis and clothing attitude to investigate differences in the consumer's Impulse-Buying in a negative consumer situation. Consumer cluster were classified into four groups: positive congruity(G1), positive incongruity(G2), negative congruity(G3), negative incongruity(G4). The result are as follows: G1 had high impulse. After Impulse-buying in a negative consumer situation they had negative attitude. G2 tends to do Impulse-buying a lot in a negative consumer situation. G3 had low impulse. After impulse-buying in a negative consumer situation they had both positive and negative attitude. After impulse-buying, G4 had negative and they tend to do a pure impulse buying in a negative consumer situation. As a result, the buying-impulse could cause the impulse-buying.

• 복식문화연구
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• 제12권4호
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• pp.566-578
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• 2004

The purposes of this study were to identify the dimensions of advertising evaluation and to examine the influence of advertising evaluation on advertising attitude and buying intension. Also this study categorized the advertising responses. Through the pretest, 15 casual wear brand＇s advertisements were selected and presented as stimuli. The data was collected from 377 female university students using questionnaire and analyzed by descriptive statistics, factor analysis and multiple regression fer path analysis. The results of This study were as follows. First, 5 factors were identified for the dimensions of advertising evaluation: model/message/product/brand/tone ＆ manner. Second, through the path analysis, advertising evaluation had direct and indirect influences on buying intension. The influences of dimensions of advertising evaluation on buying intension were also examined: model, message and product had indirect influence on buying intension mediated by advertising attitude, whereas product and brand had direct influence on buying intension. Especially, product affected considerably on buying intension. Third, advertising responses were categorized into five dimensions: tone ＆ manner/model/message/product/brand.

• 디지털융복합연구
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• 제12권10호
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• pp.135-144
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• 2014

본 연구는 소비자들의 라이프스타일 중 구매행위의 가치관 유형과 제품의 가격할인 유형에 따라 제품태도에는 차이가 있는지 확인하였다. 먼저, 소비자들의 구매행위를 구성하고 있는 가치관 요인은 알뜰구매, 충동구매, 품질구매, 원리원칙구매로 도출되었다. 구매행위의 가치관 유형을 확인하기 위하여 군집분석 결과 고품질 충동구매, 합리적 구매, 실용적 구매로 분류되었다. 둘째, 소비자들의 구매행위 가치관 유형은 제품태도에 차이가 있는 것으로 확인되었다. 셋째, 제품의 가격할인 유형과 소비자들의 구매행위 가치관 유형에 따른 제품태도에는 상호작용효과가 확인되었다. 넷째, 소비자들의 구매행위를 구성하고 있는 가치관 요인 중 알뜰구매 요인은 50% 가격할인 제품태도에 품질구매 요인과 충동구매 요인은 번들링 가격할인(1+1) 제품태도에 영향이 미치는 것으로 확인되었다. 이상의 연구결과는 기업의 가격할인 전략수립 시 소비자들의 구매행위의 가치관과 제품의 가격할인 유형을 고려한 판매촉진 전략이 고려되어야 함을 시사하는 바이다.

• 복식
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• 제51권6호
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• pp.117-128
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• 2001

The purposes of this study was to investigate discriminative factors of clothing buying intention on Internet shopping mall. The sample included 435 male(44.8%) and female(55.2% ) adults, and an instrument was developed based on previous studies. The statistical analysis used for this study were factor analysis, 1-test, and LISREL. The results of factor analysis showed that consumers evaluated apparel internet shopping attributes based on perceptional dimensions of internet shopping consisted of clothing quality and value. web service quality and value, and adoption of internet shopping. Each dimension has sub-factors as follows: (1) clothing quality was perceived as 'artistry' 'sociality' and 'practicality'. (2) web interface service quality was perceived as 'visuality', 'advantage', 'response', 'dependability' and 'buying-confidence'. (3) internet shopping adoption was perceived as 'usefulness' and 'convenience'. T-test revealed that consumer's buying intention, re-entry intention, and store attitude were differed concerning all sub-factors including 'usefulness' and 'convenience' in adoption of Internet shopping dimension. As a result of LISREL, clothing buying intention path model was set up as following path. (1) 'artistry', 'sociality' and 'practicality' of clothing quality affected clothing value perception positively. (2) 'visuality', 'advantage', 'response' and 'buying-confidence' of web service quality affected web service value perception positively. (3) clothing and web service value perception affected store attitude positively. (4) store attitude affected clothing buying intention positively. However, Adoption of Internet shopping dimension that was perceived as usefulness and convenience did not affect clothing buying intention path model. Therefore, consumers buying, intention model in internet circumstance could be used nearly the same as real market circumstance.

• 대한가정학회지
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• 제43권2호
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• pp.105-114
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• 2005

The purpose of this study wasisto investigate the influence of attitude toward sex and body satisfaction in the on interest, preference, and buying intention of body exposed clothing among female university students. The Susubject were 397 female students from 3 different universities in Seoul. The instruments of this study wereconsisted of response scale and stimuli. Thirty-four four items on a of 5-point Likert scale were used to measure the attitude towards sex and body satisfaction The stimuli were 6 types of different body exposed clothing style on line drawing. The results were as follow; 1. Most female students were liberal in sexual attitude and had a high level of body satisfaction. Especially, younger students were more liberal than older students. 2. Designs with the greatest interest, preference and that were most interested in, prefer and had buying intention were Camisole, V-neckline and low-neckline designed clothes. 3. Attitude toward sexual value has a strong effect on interest, preference, and buying intention of body exposed clothing. And also ilneterest of body exposed clothing has more effect on buying intention than preference.

• 한국경영과학회지
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• 제28권1호
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• pp.63-77
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• 2003

Group buying is one of the most popular transaction patterns on the internet at least in Korea. Nevertheless, it is hard to find academic researches for it in view of consumer behavior. In this paper, we analyze factors which determine consumer's attitude toward and intention of participation in Internet group buying by comparison of Internet individual one. For this purpose, we propose “lowering price”, “decreasing risk” and “reducing transaction cost” as relative advantages and "lack of product assortment" and "delay of time" as relative disadvantages over individual buying on the Internet. For empirical test, Internet users who have some experiences of individual buying but not group ones on the Internet are surveyed and analyzed. In result, a satisfying model fitness for structural equation model is derived and most hypotheses except the relationship between "decreasing risk" and "attitude toward Internet group buying" are accepted. Our results provide not only academic contribution by suggestion of a research framework but also practical insight by discussion of diverse features in Internet group buying.verse features in Internet group buying.

• 한국컴퓨터정보학회논문지
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• 제14권9호
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• pp.195-204
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• 2009

본 연구에서는 DMB 휴대폰 마케팅에서 인지정보와 감정정보의 초점에 따라 소비자의 태도와 구매의도가 어떻게 달라지는지를 알아보고자 하였다. 이를 위해서 실험설계에 따라 인지초점집단, 감정초점집단의 태도와 구매의도를 측정하여, 무조작집단과 비교하였다. 실험결과에서 인지초점집단은 인지적 태도에서 높은 수준을 보였고, 감정초점집단은 감정적 태도에서 높은 수준을 보였다. 구매의도에서는 감정초점집단의 구매의도가 가장 높았고, 인지초점집단의 구매의도가 중간수준, 무조작집단의 구매의도가 가장 낮았다. 일정 기간후의 기억에서는 인지초점집단은 인지정보를 많이 기억하였고 감정초점집단은 감정정보를 많이 기억했으나, 유의적 차이는 아니었다. 결론적으로 제시된 제품정보의 초점에 따라 소비자들은 태도와 구매의도를 형성한다고 할 수 있으며, 감정정보의 영향이 인지정보보다 크다는 점을 알 수 있었다. 그리고 초점효과는 시간의 경과에 따라 약화되지만 지속적으로 소비자의 구매행동에 영향을 미친다고 할 수 있다.