• 통상정보연구
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• 제11권1호
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• pp.177-197
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• 2009

In this study we presented the plans to activate the Internet Shopping Mall for GWmart under its present situation recording a rapid growth in sales and recognized as a local new distribution channel since its early stage, using the analysis that affects the purchases of consumers. On studying the reliance of a shopping mall, only the shopping mall image and the efficiency in providing information are significant. Regarding the concentration on the shopping site by shoppers, what becomes significant are the efficiency in providing information and the convenience in searching for products, which is one of the important factors in increasing sales, does not affect the reliance of a shopping mall and the concentration on the shopping site by shoppers. Therefore, this finding suggests that it is not easy to access the internet shopping mall when consumers go shopping for certain products. Because of this, it is necessary to change the design and structure of internet shopping mall to focus on the consumers. Moreover, this study showed that the efficiency in providing information to customers and the image of the shopping mall do not affect the consumers' intention to purchase, which means that shopping mall lacks in its information service and the management of its structure. To address this, it is required to advance the User Interface and contents of internet shopping mall.

• 복식문화연구
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• 제18권4호
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• pp.655-669
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• 2010

This study focused on examining methods for the favorable relationship between internet shopping mall and customers from a point of view that it was necessary for internet fashion market getting faced with keen competition to change its marketing focus from securing new customers to customer retention strategies. Measurement instruments were selected to measure these variables and a questionnaire was made. Data was collected in 491 men and women in their twenties residing in Gwangju city using the questionnaire. The analysis results were summarized as follows: First, in the failure to purchase fashion products in internet shopping mall, as consumer's favorable internet shopping attributes, their possibility of complaining and repurchase intentions became higher, and had negative effect on regret and dissatisfaction. Second, attributions of the result of a failure to purchase fashion products in internet shopping mall were found to increase regret and dissatisfaction. Third, customers experiencing regret and dissatisfaction showed a very high possibility of complaining but their possibility of repurchase intentions had negative affect.

• 한국컴퓨터정보학회논문지
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• 제29권3호
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• pp.199-216
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• 2024

이 연구는 인터넷 유명인 경제라는 배경에서 전자 상거래 라이브 스트리밍이 소비자 구매 의도에 영향을 미치는 요인들을 심층적으로 분석하였다. 이는 인터넷 유명인 경제의 역동성을 탐구하는 중요한 연구 문제로서, 특히 경제적 영향 측면에서 인터넷 유명인들의 영향력 범위를 밝히고자 하였다. 감정-행동-인지(ABC) 태도 이론과 자극-유기체-반응(S-O-R) 이론을 기초 틀로 사용하여, 이 논문은 인터넷 유명인 라이브 스트리밍 판매를 대상으로 연구를 진행하였다. 직접 관찰과 기존 문헌과 이론을 기반으로 맞춤형 측정 도구와 설문지를 개발하고 연구 모델과 가설이 도출하였다. 이 실증 모델은 인터넷 유명인 경제 맥락 내에서 전자 상거래 라이브 스트리밍이 소비자 구매 의도에 어떻게 영향을 미치는지를 실증적으로 분석하도록 하였다. 이론적 통찰과 실증적 발견을 통합함으로써, 연구는 디지털 상거래에서의 전략적 차원과 소비자 행동 측면을 명확히 하였다. 이는 인터넷 유명인의 영향력이 소비자 구매 의도 및 행동에 어떻게 영향을 미치는 지를 보여준다. 전반적으로, 이 연구는 디지털 마케팅 및 소비자 행동에 대한 학술 문헌에 기여하며, 인터넷 유명인이 전자 상거래에 미치는 영향 메커니즘에 대한 통합적 관점을 제공합니다. 이는 인터넷 유명인 경제의 복잡한 큰 그림을 탐색하고자 하는 마케터, 전략가, 정책 입안자들에게 소중한 시사점을 제공한다.

• 한국의류산업학회지
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• 제21권6호
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• pp.743-753
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• 2019

This study investigates differences in demographic characteristics, shopping orientation, perceived risk, and satisfaction after purchase among consumer types. This study classifies consumer types according to their channel transition behaviors between the online and offline channels with a focus on the steps of information research and buying decision in buying decision-making process. The four consumer groups are as follows: off-off type (offline research-offline purchase), on-on type (online research-online purchase), on-off type (online research-offline purchase) and on/off-off type (online and offline research-offline purchase), off-on type (offline research-online purchase) and on/off-on type (online and offline research-online purchase). Data were collected from adults over 20 years old who had bought clothes within one year. The questionnaire was carried out from July, 2019 using a professional internet research panel; in addition, 500 sets of useful data were analyzed by descriptive statistics, factor analysis, reliability analysis, chi-squared test, ANOVA and Duncan-test using SPSS 21.0. The findings showed significant differences among the classified consumer groups for consumer demographics, shopping orientation, perceived risk, and purchase after satisfaction. The results imply that consumers show a variety of channel transition behaviors based on demographic variables, shopping orientation, and perceived risk. Understanding and adapting to consumer purchase behaviors will allow company distribution channels to be effectively managed and eventually increase consumer satisfaction as well as company sales volume.

• 한국의류산업학회지
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• 제22권1호
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• pp.25-37
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• 2020

This study investigates the clothing purchase behavior of active seniors in their 50s and 60s. Differences of clothing purchase behaviors were examined according to gender and the group classified by shopping orientation. Data were collected from September 2 to September 9, 2019 using a professional internet research panel; subsequently, 246 sets of useful data were analyzed by descriptive statistics, factor analysis, reliability analysis, t-test, chi-squared test, ANOVA and Duncan-test using SPSS 21.0. The results of this study were as follows. First, there were significant differences in clothing purchase behavior of purchase frequency, purchase item, purchase price, and purchase channel according to gender; therefore marketers need plan different merchandising and retailing strategies between man's wear and woman's wear. Second. the result of cluster analysis by shopping orientation showed that active seniors were categorized into four groups including 'active shopping pursuit', 'economic/pleasure pursuit', 'convenience/brand pursuit', and 'passive shopping pursuit'. Third, there were significant differences in demographic variables such as gender and occupation according to four categorized groups. In addition, the significant differences of clothing purchase behaviors were verified according to four groups. 'Active shopping pursuit' group was shown to make the best use of offline channels and online channels in information research and product purchase.

• CRM연구
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• 제2권2호
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• pp.71-88
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• 2009

본 논문의 목적은 인터넷 쇼핑몰 기업의 e-CRM 활동이 구매고객 및 잠재고객의 구매활동에 미치는 영향을 규명하기 위함이다. 인터넷 쇼핑몰 기업은 고객의 다양한 수요를 체계적으로 파악하고 이를 마케팅 수단으로 활용하기 위하여 e-CRM을 활용하고 있으며 특히 게시판(e-Community)등을 통해 구매고객의 이용후기를 유도하여 많은 잠재 고객에게 유의미한 영향을 미치고자 한다. 그러나 인터넷쇼핑몰 기업의 의도와는 달리 게시판등을 통해 구매고객의 인지부조화가 발생할 수 있으며 불만사항으로 이어질 수 있다. 이러한 불만사항이 게시판을 통해 제대로 관리되지 않고 방치되면 다른 잠재고객에게 불만이 전이되고 불만고객에 대한 동조현상이 발생할 수 있다. 본 논문을 통해 확인된 내용은 인터넷 쇼핑몰을 통해 제품을 구매한 고객이 부정적 인지부조화가 발생하게 되면 사적불만행동으로 이어질 수 있으며 이러한 행동은 게시판등을 통해 형성된다. 사적불만 행동단계에게 기업의 적절한 대응이 없으면 사적불만행동은 곧 공적불만행동으로 커지게 되고 아울러 다른 잠재고객에게 불만내용이 전이되어 빠르게 확산될 수 있다. 즉, 인터넷쇼핑몰 기업의 의도와는 반대로 e-CRM을 통해 잠재고객의 구매의사결정을 촉진하는 것이 아니라 반대로 잠재고객의 구매의사결정을 보류 또는 철회하도록 하는 작용을 하게 되는 것이다. 따라서 인터넷 쇼핑몰 기업은 e-CRM 의 구성요인 중 e-Community에 대한 철저한 관리가 필요하며 불만고객에 대해서 즉각적인 대응이 있어야만 e-Community 의 기능이 제대로 작동을 하게 된다.

• 정보관리연구
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• 제40권4호
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• pp.151-171
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• 2009

This study is to investigate dissatisfaction behavior of customers who purchase products on the Internet shopping mall and to find customers' dissatisfaction behavior types for effectively responding to that. Managing dissatisfaction behaviors are related to the customer satisfaction. To conduct this study, Call Center data was collected and analysed by qualitative method. The results showed that dissatisfaction of product quality and disappointment have different effects on post--purchase behaviors. Customers who feel more dissatisfaction with product quality showed the aggressive response such as exchange, refund, while customers who feel disappointment are likely to switch the shopping mall or to cancel the order. These results of customers' dissatisfaction behaviors indicate that company has to manage both product quality and the customer's experience dimension.

• 인터넷정보학회논문지
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• 제15권5호
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• pp.53-61
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• 2014

본 연구는 M-Commerce 환경에서 개인의 정보보호염려도와 구매의도와의 관계를 분석하였다. 첫째, 개인의 정보보호 염려도는 M-Commerce 환경에서도 기존의 전자 상거래와 마찬가지로 거래의도에 부정적인 영향을 미치는 것으로 나타났다. 둘째, Westin이 분류한 PSI 그룹중 PF 그룹의 정보보호 염려도가 구매의도에 가장 민감하게 반응하는 것으로 조사되었다. 그리고 개인의 모바일 경험은 정보보호염려도와 구매의도와의 관계에 영향을 미치지 않는 것으로 나타났다.

• Asia Marketing Journal
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• 제16권3호
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• pp.1-22
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• 2014

In this paper, we posit that time-related effects (i.e., the importance of saving time) on patronage preference for shopping online will be moderated by consumer characteristics. To explore these moderating effects, we empirically examine the moderating roles of consumer characteristics on the respective effects of shopping-time-saved and delivery on online purchase preference. On the basis of analyses performed on data gleaned from an Internet-based survey, this study demonstrate that time effects related to both shopping-time-saved and delivery on online purchase preference are more pronounced for consumers who are male, young, and more starved for time. In addition, the effect of delivery time on online patronage preference is amplified by disposable income, but attenuated by online shopping experience. Through our analyses, we also find that Japanese consumers value delivery time to a greater degree than Chinese and American consumers do.

• 한국의류산업학회지
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• 제18권3호
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• pp.317-326
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• 2016

The main purposes of this study were to segment Chinese consumers who purchase fashion products through internet commerce according to internet shopping values, to compare their online word-of-mouth acceptance and dissemination behavior, and to examine the demographic characteristics and purchase behavior of the segments. 715 questionnaires were collected through internet survey from January $19^{th}$ to March $16^{th}$, 2015 and a total of 488 were used for the final data analysis. The respondents were twenty to thirty nine years old men and women living in all over China. Hedonic and utilitarian shopping values were identified through factor analysis and based on the shopping values, the respondents were categorized into four groups-ambivalent shopping value group, hedonic shopping value group, utilitarian shopping value group and indifferent group. Among these groups, there were significant differences in terms of online word-of-mouth acceptance as well as dissemination level and motivation. In overall, ambivalent shopping value group showed high online word-of-mouth acceptance as well as dissemination motivation. The groups also showed significant differences in clothing selection criteria, frequently purchased internet shopping sites, online clothing shopping frequency and information sources. The groups also differed in terms of age, residential area, education level, occupation and income. However, there were no significant differences in gender and marital status among the groups.