• Journal of the Korea Fashion and Costume Design Association
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• v.9 no.2
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• pp.155-166
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• 2007

The purpose of the research is to provide the operation plans of internet marketing for effective application as marketing tools by analyzing the application status of marketing mix through the 30 websites of sportswear brands. Firstly, a study on the marketing mix strategy of sportswear brands presents that most brands put a high priority on promotion strategy by achieving online marketing. Secondly, compared with the other company brands which have online shopping mall, the website of sportswear brands consists of centered brand image. Therefore, based on the analysis about the variety of products and merchandise picture in each item and detailed information offer of neo-products introduction, marketing mix is insufficient in the website of sportswear and the price strategy has the least information. After website of sportswear brands is connected with online-shopping mall, guidance for its price and product is performed mainly. Consequently the sales promotion strategy of price needs development through the incentive and discount price. Promotion strategy occupies more parts than any other strategy. Especially, it allows a high proportion of the variety of events and information for the customer services. Also it needs to improve its bulletin board and Q&A board on the website for better communication with customers. Furthermore distribution strategy focuses on information such as location, contact numbers and address of the online shopping mall. Although online shopping mall has its own advantage which is marketing on the internet, it is not yet in progress.

• Fashion & Textile Research Journal
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• v.6 no.5
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• pp.595-604
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• 2004

This study is to investigate complaining behavior of consumers who purchase fashion products on the internet, as well as to find how the complaining behaviors are related to the consumers' characteristics. The subjects of this study are limited to the consumers who have experienced dissatisfaction when purchasing fashion products through the internet. The questionnaires were administered to male and female respondents using the internet shopping mall. The results can be summarized as follows: The factor analysis shows that consumer complaining behaviors are fitted well into four factors(direct complaining behavior, private complaining behavior, third-party complaining behavior, and no response). In the difference analysis by consumer's complaining behavior styles and gender, private complaining and third-party complaining behavior were significant statistically. In the difference analysis between consumer's complaining behavior styles and internet self-efficacy. Internet self-efficacy was significantly different according to consumer's complaining behavior styles, especially for direct complaining, third-party complaining and no response. Private complaining behavior, third-party complaining behavior and no response were negatively related to consumer retention, while direct complaining behavior was not.

• Journal of Fashion Business
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• v.8 no.4
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• pp.94-103
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• 2004

The purpose of this study was to make activated electronic business transaction of clothes. The subject used for this study was 19 - 24 aged 149 college women who most likely buying products through internet. By compare the 149 women's body shape with 3D model, 149 women could be judged their body shape objectively. We showed the average 3D model by the measurement of 19 - 24aged women's body shape. 19 - 24aged women are big customer of internet shopping mall. By understanding of the difference between real somatotype and perceptual somatotype, we can reduce the disadvantage such as returning clothes. Also, imaginary fitting model can be used for internet shopping mall, animation work, fashion show, and advertisement work. Therefore, we can expect the worth of this study to do.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.2
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• pp.315-324
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• 2002

The purpose of this study was to fed out the effects of sensibility elements and screen composition elements on purchase intention on the internet fashion shopping mall. A total of 200 responses were collected from a Questionnaire survey. The sensibility words were used for sensibility elements analysis. Screen composition elements were divided into 5 factors by factor analysis; product property, convenience of shopping, service, design, and promotion. The study showed that the satisfaction of sensibility elements and screen composition elements led to a positive purchase intention.

• Journal of Fashion Business
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• v.12 no.6
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• pp.124-137
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• 2008

The present study was implemented to understand high school girls' buying patterns of fashion products at online and offline shopping malls; and to obtain the information needed for the development of online and offline mall marketing strategies that are differentiated from each other. The study was conducted through a descriptive survey method using questionnaires. The sample consisted of 242 girls from four high schools located in Seoul. Descriptive statistics, cross-tabulation and a paired t-test were used for the analysis of the data. Results are as follows: First, most of the high school girls (82.2%) had experience of purchasing fashion products at online shopping malls. And, those who have purchasing experience at online shopping malls, compared to those who do not have such purchasing experience, showed a higher purchasing intension at online shopping malls. Second, both the degree of pre-purchase searching and ongoing searching was higher in online shopping than in offline shopping. Third, the quality of material, place produced, brand name, and store atmosphere/type were considered more in offline shopping than in online shopping. Shopping convenience and information service about the products were considered more in online shopping than in offline shopping. Fourth, the purchasing frequency of underwear and hair accessaries was higher at offline stores than online shopping malls, but the purchasing frequency of bags was higher in online stores than offline stores. When the differences between the purchasing patterns at online shopping malls and offline stores are considered carefully, marketing activities would be more effective.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.8
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• pp.1274-1285
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• 2008

The purpose of this study is to investigate influences of perceived price dimensions and store attributes on store choice behavior. Three major retail formats, department store, discount store, and internet shopping mall in retail industry were compared with respect to store attributes and intention to purchase fashion products. Data were obtained from 427 consumers aged 25-49 years old. The results were as follows. (1) Multidimensional aspects of the price construct were identified: price-quality schema, prestige sensitivity, price mavenism, value consciousness, price consciousness, and sales proneness. (2) Store attributes included product assortment, quality per price (Q/P), service, and symbolic image in general. However, store attribute factors of three retail formats consisted of slightly different items. Department stores presented the highest level of mean scores on product quality, customer service, and symbolic images, while internet mall exhibited highest on product variety, information comparison, and quality per price. (3) Respondents presented high level of intention to purchase fashion products at internet mall, department store, and discount store in that order. (4) Purchase intention at department store was predicted by Q/P, service, symbolic image, prestige sensitivity, product assortment, clothing consumption, and age in order. Purchase intention at discount store was influenced by assortment & Q/P, symbolic image, clothing consumption, and sales proneness, whereas internet mall was predicted by product assortment, Q/P, service, price mavenism, and price-quality schema.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.1
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• pp.14-26
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• 2010

This study investigates the effectiveness of fashion coordination presentation formats when people buy apparel products online. This study conducted an online survey with 595 females who shopped online at the simulated website by a single apparel plan picture (n=189), coordination plane picture (n=187), and 3-D coordination image (n=216). For data analysis, factor analysis, Cronbach's alpha, MANCOVA, ANOVA, Duncan test, correlation analysis, and chi-square are used. The results of this study are: First, the hedonic shopping value was significantly the highest when respondents shopped at a 3-D coordination image shopping mall, the next highest-scored presentation type was the coordination plane picture, and the case of presenting only the single apparel picture was significantly the lowest. The utilitarian shopping value and information shopping value were higher in the coordination plane picture and the 3-D coordination image shopping mall than the single apparel picture. Second, transactions satisfaction was high when respondents shopped at a 3-D coordination image, coordination plane image, and single apparel image in decreasing order.

• Journal of the Korea Fashion and Costume Design Association
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• v.8 no.1
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• pp.145-154
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• 2006

본 연구는 미국 쇼핑몰 내에서의 소비자행동에 관한 것으로, 인구통계학적 변수와 소핑가치 및 쇼핑의도와의 관계를 모델검증을 통하여 밝혔다. 우선 쇼핑가치와 쇼핑의도 하위차원의 구조를 살펴보면, 소비자가 인지한 쇼핑가치를 쾌락적 쇼핑가치와 실용적 쇼핑 가치로 구분하였다. 또한 기존연구와는 달리 쇼핑의도 변수에 있어서는 다차원적인 구조의 접근을 시도하여 쇼핑의도의 차원을 경제적, 외식, 기분전환, 서비스 이용 의도로 분류한 모델을 제시하였다. 인구통계학적 변수는 소비자가 인지한 쇼핑가치에 영향을 미치고 쇼핑가치는 소비자의 쇼핑의도에 영향을 미치는 인과적인 모델을 검증해본 결과를 살펴보면, 다음과 같다. 제시된 쇼핑가치 및 쇼핑의도의 차원은 통계적으로 유의하였으며, 인종 및 성별의 인구통계학적 변수는 쇼핑가치에 영향을 미치고 쇼핑가치는 쇼핑의도에 영향을 미치는 모델의 구조 또한 유의한 것으로 나타났다. 실용적 쇼핑 가치의 인지에 있어서 백인과 흑인간의 차이는 없었으나, 쾌락적 쇼핑 가치에서는 차이를 보여 흑인이 백인보다 쾌락적 쇼핑가치를 더욱 느낀 것으로 나타났다. 성별의 차이에서는 쾌락적 쇼핑가치뿐 아니라 실용적 쇼핑가치에서도 여성이 남성보다 더 큰 반응을 보였다. 또한 쾌락적 및 실용적 쇼핑가치 모두 쇼핑의도의 전체 차원들과 정적인 관계가 있는 결과를 보여, 실용적 쾌락적 쇼핑가치를 더욱 인지하면 할수록 경제적, 외식, 기분전환, 서비스 이용의 쇼핑의도 모두 높은 것으로 나타났다.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.9_10 s.146
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• pp.1349-1358
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• 2005

Generally apparel products were recognized as an incongruent product type which direct search was needed for. But nowadays apparel products were ranked as a second product type next to electronics in sale amount of internet shopping mall. Therefore more detailed study on which attributes of fashion products are more successful and suitable in internet shopping mall is necessary. This study was executed to analyze common attributes of successful apparel in internet shopping mall on the basis of real sale data, and then to help internet apparel marketer plan marketing strategies more efficiently. Common attributes of successful apparel products in internet shopping-mall in terms of product, price and promotion attributes were identified. 240 products which were loaded in bestseller section of internet shopping-mall for 8 weeks from November to December, 2004 were analyzed. The results are as follows. First, products ratio for women ($76.7\%$) were higher than for men($18.3\%$). And the amount of each apparel product types purchased by consumers were ranked in the order of leather/fur coat, woven coat, inner wear, jacket, T-shirts, pants, training wear, suit, knit wear etc. and basic style dominated in $74.2\%$. General brands ($69.2\%$) that had price competitiveness were preferred to famous designer brand, national brand and PB brand. Preferred level of price was ten thousand to fifty thousand won. For promotion skill, in order of just one product, product adding promotion product and package set were preferred. Regular price, less than $50\%$ off and more than $50\%$ off price showed no difference in preference. Product planning strategy for internet apparel marketer was followed on the basis of these results.

• Fashion & Textile Research Journal
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• v.16 no.1
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• pp.79-90
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• 2014

With the development of modern society, not only have the Internet and e-commerce been progressed but they also made 'consumption patten' diverse. Despite the internet clothing market growth, there is critical a disadvantage, which is consumers is not able to wear the products presented via online pictures. Thus, pictures on the internet are the only information customers can get, which has caused consciousness on the importance of dealing with 'customer review'. In spite of the fact that 'customer review' has undeniably evolved to be one of customers' essential requisites, the research on this subject is very limited. Until now, the studies on the internet shopping consumers' behavior mostly has to do with the features of 'customer review' such as 'a sense of exaggeration', 'usability', 'duality', 'purity', 'professionalism', 'reliability', and the 'similarity', etc.) Therefore, this study categorizes the characteristics of online shopping reviews to 'the number of reviews', 'the article-length', 'the existence of photos', 'the rewards for reviews', 'the contents of the reviews' and 'the freshness of the reviews' and reviews the impact of an features of 'customers' reviews' affecting the internet shopping sales promotion. Moreover, it is to contribute to the marketing strategies of a shopping mall by analyzing consumers' 'purchasing satisfaction', 'the intention of repurchasing', and 'the factors of viral marketing'.