• 한국의류산업학회지
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• 제16권4호
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• pp.564-579
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• 2014

Packaging of shopping bag is a 'silent salesman' which plays an important role in marketing communication due to the increase of self-service outlets and changing lifestyles of customers. Retail shopping bags, which are defined as bags provided by retailers to customer as a means of transporting merchandise, are a type of secondary packaging. This study explored the effect of a fashion product's shopping bag types in sense of shopping value, customers' response, attitude toward advertising, and purchase intention. Data was analyzed by factor analysis, frequency analysis, correlation, structural equation modeling using SPSS 18.0 and AMOS 18.0. The results of this study were as follows. Consumers' responses about shopping bags show that there are some differences between consumers who have either hedonic or utilitarian shopping value. Hedonic shopping value influences on consumers' response as unique, interesting, and attention; however utilitarian value affects prestige in addition to those four significant factors. Therefore, this study shows that consumer response is different in accordance with shopping value. Thus, using the various types of shopping bags can be influenced on effective advertising. It will also great effect on marketing activity with lower cost. The significant result from this study has proven that the shopping bag is correlates to the definition of pop art today because it can offer an opportunity to look at, play with and buy sophisticated visual stimulus. Therefore, retail and brands have to concern about shopping bag considering their decisive role in the apparel market.

• 한국정보시스템학회지:정보시스템연구
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• 제27권2호
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• pp.157-173
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• 2018

Purpose Product characteristics and price value in website have strongly effects on customer satisfaction. Especially, in the online shopping site, the scarcity limits the customer's opportunity to purchase the product. Thus scarcity has been proposed as a important factor that makes the customer highly aware of the merchantability of the product. The scarcity in the web store is used as an important variable to make purchasing decisions of users easier by psychological pressure. In the case of scarce products with price discounts in online commerce, advertising formats that highlight scarcity value in the web commerce market are very effective in enhancing purchase intentions of consumers. Unlike offline stores, the importance of scarcity becomes more important when reflecting the characteristics of online commerce. Therefore, this study intends to confirm the influence of the degree of price discounts and scarcity information presented by Web sites on consumer purchase behavior in Web purchase behavior. Design/methodology/approach This study conducted a web-based experimental study on price sensitivity and price discount. Therefore, we created experimental web-sites that offer two stimuli according to the discount rate. The 200 respondents were randomly assigned. The stimuli were fictitious based on tourism products. The first stimulus presented the price discount(15% discount) with basic explanation about the package of the tourist package. The stimuli assigned to the second group were used for groups with high price discount intensity(65% discount). In this way, the two stimuli clearly distinguished the level of price discount intensity. This paper conducted t-test analysis and structural equation to analyze the experiemental results after confirming the reliability and validity. Findings The results of this study are as follows. The difference in price discount intensity (15% vs 65%) with scarcity showed the mean difference among all the variables. Therefore, this study concluded that there is a significant difference between the price discount of 15% and 65% for the acquisition value and transaction value of users. In particular, consumers' purchase intention is greater and product recommendation intensity is stronger when the price discount is 65%. As a result, the high degree of the price discount intensity with scarcity exerts a greater influence on consumers' purchase intentions. Product scarcity also have a significant impact on perceived value of users. Therefore, purchase intention of customers increases when perceived value increases their profit and pleasure feeling.

• 한국의류학회지
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• 제23권8호
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• pp.1218-1227
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• 1999

Consumer evaluate the jeans product by price brand and store because these cues be surrogate indicator that could infer the product quality. But we need to confirm if depending on these cues were rational and this is the goal of this study. method of the study was based on theoretical and empirical study. For empirical study experiments by the subjects among students of Ewha Womans University were done by using jeans as stimulus,. Data was analized by ANOVA factor analysis grouping analysis F-test Pearson's correlation duncan Test and etc 571 data was analyzed of the 600 data. The results of this study are as follows : Evaluation on jeans product were different even though they were exactly the same jeans. Therefore we could confirm the bias by price brand store when consumer evaluate jeans product. Cues like price brand store effected significantly the evaluation of jeans. Quality perception of jeans was most favorable when evaluation cues were combined with high price famous brand and high prestige store. Value perception was favorable when combined with famous brand and high prestige store but value perception on high price became lowe. Purchase intention correlate with value perception and it shows same format with value preception. The most important cue of all three was store the next was price and then brand. These three cues effect the evaluation of jeans product seperately and together.

• 한국전자거래학회지
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• 제19권2호
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• pp.31-51
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• 2014

본 논문은 의류 상품 전시와 상품에 대한 관여도가 소비자의 인지, 감성적 반응, 구매 의도에 미치는 영향에 대하여 살펴보았다. 의류 상품 전시의 세 가지 종류(모델 없이 펼쳐놓은 의류 상품 전시 vs. 모델, 얼굴이 없는 의류 상품 전시 vs. 모델, 얼굴을 포함한 의류 상품 전시)의 집단간 실험 설계를 하였으며 상품에 대한 관여도(관여도 높음 vs. 낮음)를 조절변수로 하였다. 429명의 학생을 대상으로 온라인 실험 연구를 실시하였다. 분석 결과, 모델을 이용한 상품 전시의 효율성이 검증되었으며, 의류 상품에 대한 관여도가 높은 소비자들은 관여도가 낮은 소비자들에 비하여 모든 상품전시에 더 긍정적인 반응을 보이는 것으로 나타났다. 본 연구 결과는 실험적인 증거를 통하여 이론적인 통찰력을 제시하였으며, 의류 소매 업체에 유용한 지식을 제시하였다.

• 마케팅과학연구
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• 제18권2호
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• pp.19-45
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• 2008

본 연구는 인터넷쇼핑몰 비주얼 머천다이징의 주요차원을 고객이 쇼핑몰에 진입한 후 정보탐색과 대안평가를 거치는 등의 쇼핑과정을 토대로 AIDA모형 관점에서 점포, 제품, 촉진에 초점을 맞추었다. VMD의 주요차원(primary dimensions)으로는 점포디자인, 머천다이징, 그리고 머천다이징단서로 구분하였다. 선행연구 결과를 토대로 점포다자인의 하위차원으로는 차별성, 간결성, 위치확인성을, 머천다이즈의 하위차원으로는 제품구색, 명성, 정보성을, 그리고 머천다이징단서의 하위차원으로는 제품추천 및 링크를 설정하여 VMD태도와의 관계를 탐색적으로 조사하였다. 연구결과 이들 세 차원은 종속변수에 유의한 정의 영향을 미치는 것으로 나타났다.