• 지능정보연구
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• 제28권2호
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• pp.75-100
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• 2022

코로나19가 장기화하면서 비대면 모바일 커머스 시장은 더욱더 치열한 경쟁 속에 있으며 기업들은 소비자에게 더 나은 쇼핑 경험을 제공하기 위하여 다각도의 노력을 하고 있다. 하지만 구매 결정에 중요한 역할을 하는 상세페이지는 대부분 비슷한 형태와 구성으로 소비자에게 제공되고 있다. 따라서 본 연구는 모바일 상세페이지의 상품 설명 영역의 정보 구성방식 (이미지 중심 vs 텍스트 중심)과 제품 유형 (탐색재 vs 경험재)에 따라 소비자들의 정보 인식이 달라져 제품 태도에 영향을 주는 것을 확인하였다. 즉 정보 탐색이 쉽고 품질 예측이 가능한 탐색재(Search Goods)의 경우는 이미지(Image) 중심 정보 구성 방식에서, 직접 경험하지 않으면 상품의 품질을 예측 불가능한 경험재(Experience Goods)의 경우에는 텍스트(Text) 중심의 정보 구성 방식에서 제품 태도에 더 긍정적인 영향을 미친다는 것을 알 수 있었다. 또한 Higgins의 자기조절초점(Self-Regulatory Focus) 이론을 적용하여 소비자의 조절초점 성향에 따라 제품 유형과 정보 구성 방식 간의 일치 효과는 다르게 나타난다는 결과를 확인하였다. 향상초점(Promotion Focus) 성향의 소비자는 제품 유형과 정보 구성 방식 간의 일치 효과가 나타났으며, 예방초점(Prevention Focus) 성향의 소비자는 제품 유형과 정보 구성 방식 간의 일치 효과가 나타나지 않았다. 구체적으로 향상초점 성향의 소비자는 경험재에 대하여 이미지 중심의 정보 구성 방식에서, 탐색재에 대해서는 텍스트 중심의 정보 구성 방식에서 더 긍정적인 제품 태도를 가진다는 결과를 확인하였고, 예방초점 성향의 소비자는 탐색재 및 경험재에 대하여 이미지 중심 또는 텍스트 중심의 정보 구성 방식을 제시하더라도 제품 태도에 영향을 미치지 못하는 것을 확인하였다. 본 연구는 모바일 쇼핑몰 상세페이지 상품 상세 영역에서 정보 구성 방식을 제품 유형과 소비자 성향을 고려하여 소비자에게 제공되어야 할 것이라는 시사점을 갖는다.

• 경영정보학연구
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• 제5권1호
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• pp.97-111
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• 2003

인터넷 기반의 전자상거래가 확산되면서, 에이전트 기술을 사용한 비교 쇼핑 사이트들이 등장하여 쇼핑이 점차 편해지고 있다. 하지만, 이들 비교 쇼핑 사이트들이 동일 상품에 대해 서로 다른 가격을 보여줄 때도 있고, 또 어떤 사이트는 특정 상품에 대한 정보를 전혀 보여주지 못할 때가 많기 때문에, 여전히 대부분의 소비자들은 최적의 가격을 검색하기 위해 많은 시간을 소비하고 있다. 또한, 책이나 CD 등의 상품에 대한 가격 검색에서는 온라인 실시간 검색이 요구되므로 시스템 부하를 유발시켜 응답시간이 길어지게 된다. 이러한 문제를 해결하기 위해, 본 논문에서는 지역 데이터베이스와 메모리 캐시를 갖는 메타-비교 쇼핑 시스템을 설계하고 구현하였다. 제안된 시스템은 여러 소프트웨어 에이전트를 이용하여 기존 비교 쇼핑 사이트들에 대해 메타 검색을 수행함으로써, 인기검색 상품들에 대한 가격 정보를 수집하여 유지한다. 실험을 통해 제안 시스템이 효율적인 메타-비교 쇼핑 엔진으로 응답 시간의 지연을 줄여 주며 오버헤드도 적게 유발시킨다는 것을 보였다.

• 한국의류학회지
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• 제29권11호
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• pp.1485-1497
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• 2005

The purpose of this study was to define the mutual relationship between the explanatory variables of brand loyalty and consumer's fashion luxury brand loyalty, and ultimately to show a path model of fashion luxury brand loyalty. Especially this was focused on the relationship among social risk perception, symbolism involvement, marketer leading information search, and continuing brand loyalty. In the empirical study, a questionnaire was developed through the literature search and a survey was conducted both in on-line and off-line questionnaire simultaneously. Finally 291 data from males and females who had a buying experience of luxury brand goods were analyzed. The result showed the 4 significant paths of fashion luxury brand loyalty existed, such as social risk perception$\rightarrow$symbolism involvement, social risk perception$\rightarrow$marketer leading information search, symbolism involvement$\rightarrow$continuing brand loyalty, marketer leading information search$\rightarrow$continuing brand loyalty. And the explanatory factor which has the strongest influencing power to continuing brand loyalty was symbolism involvement. The powers of social risk perception and marketer leading information search to continuing brand loyalty were weaker than symbolism involvement. The findings of this study are expected to contribute to develop a theory on the consumer's loyalty to fashion luxury goods and marketing strategies for enhancing the brand loyalty.

• 가족자원경영과 정책
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• 제6권1호
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• pp.149-165
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• 2002

This study is to understand consumer's information search activity and satisfaction. When they buy the elderly related goods through internet market and to get some ideas for silver industry on internet shopping. The 382 subjects by online banner formatted Questionnaires were analyzed by frequency, percentage, standard deviation, Person's relation and regression analysis by SPSS PC program. The major findings are summarized as follows. (1) The most respondents were young and well-educated. In terms of psychological variables, the degree of the consumer's perception for internet usefulness and using capability were relatively high. (2) Information search amount of the group who have experienced purchasing elderly related goods through internet shopping and had low perception of internet risk is higher than other group. (3) The variables influenced mostly on consumer satisfaction were the age, the sex, the purchasing experience from Internet shopping, the Internet using capacity and the perception of internee usefulness as well as of the perception of internet risk.

• 한국의상디자인학회지
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• 제18권2호
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• pp.93-100
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• 2016

This paper aimed to provide the basic data on consumers' purchasing tendency required to start and operate online shopping malls on internet. The survey selected the female college students from 19 to 24 years old majoring fabric and fashion design in colleges in Gyeonggi-do. Total 283 questionnaires were selected for statistical analysis. The analysis results are presented below. The first online shopping was during the middle school times showing the highest responses as 63.54%, followed by high school times, college times and elementary school times in that sequence. Most female college students(97.88%) purchased goods from online shopping malls. The purposes of search in online shopping malls were 'need to purchase goods(47.18%)', 'habit/hobbies(27.57%)', 'need to collect data on goods(20.27%)' and 'to relieve stresses(4.98%)'. About 50% of respondents selected 'I visit mainly several online shopping malls. If there is no goods that I try to find, I search other sites and purchase what I want to buy(46.57%).' For the goods purchased from online shopping malls, everyday wears showed the highest ratio, 85.92%. About the time to purchase goods related to trends, most respondents selected 'purchase whenever it is necessary without respect to trends(87%).' Main considerations when the respondents purchased the goods from online shopping malls were 'design(64.98%)', 'price(18.41%)', 'quality(11.20%)', 'company recognition(2.53%)', 'color(1.44%)', and 'materials (1.44%)' in that sequence. 64.62% of respondents had the experience of returning goods after purchasing from online shopping malls. The reason why the respondents returned goods after purchasing from online shopping malls was mainly 'because of size(52.17%)', the response with the highest ratio. 42.24% responded that they experienced damage by washing the goods purchased from online shopping malls. It was found that the respondents didn't think about the country of manufacturing when purchasing goods from online shopping malls.

• Asia Marketing Journal
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• 제11권1호
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• pp.93-112
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• 2009

본 연구는 제품보증의 유형인 명시적 보증과 묵시적 보증이 소비자의 제품에 대한 태도에 미치는 영향을 제품보증과 관련된 선행연구들을 탐색하여 살펴보았다. 이에 따른 주시험 효과가 제품유형(탐색재 vs 경험재) 및 제조업체의 기업윤리 수준(고윤리 vs 저윤리)에 의해 조절되는지를 상호작용 효과의 차원에서 고찰하였다. 실증분석 결과에 의하면 소비자의 제품에 대한 태도는 제품보증이 명시적일 때가 묵시적일 때보다 높게 나타났다. 그리고 제품보증의 유형에 따른 주시험 효과는 해당 제품이 탐색재일 때보다 경험재일 때가 더 크게 나타났으며, 제조업체의 기업윤리 수준이 높을 때보다 낮게 인식할 때가 더 크게 나타났다. 다만, 이러한 조절효과는 두 가지 종속변수 중 제품태도는 통계적으로 유의한 결과를 보이지 않았고 구매의도에서만 유의한 결과가 나타났다.

• 한국의류산업학회지
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• 제17권6호
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• pp.919-931
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• 2015

Recently, with the rapid development of the Internet, the importance of the multi-channel retailing strategy including online channel has been emphasized in fashion business. The purpose of this research is to give some practical ideas of multichannel strategy for fashion retailers through comparison for multichannel choice behaviors between Korean and US consumers. The online survey was conducted on the 400 fashion customers aged between 20s and 50s living in Korea and America. The survey consisted of measurement items about channel choice behaviors for purchase or information search, risk perception on channel, repurchase intention at same channel, perception on experience or search goods among apparel items. The data were analyzed by frequency, regression, t-test using SPSS 18.0 program. The ratio of utilization multichannel was higher in fashion goods area in Korea fashion business. Also, most of Top-ranked fashion or accessory retailers in America were taking advantage of multichannel strategy. There were some differences between Korea and US consumers in channel choice behaviors for purchase or information search, risk perception for retail channel, repurchase intention at same channel, perception on experience or search goods among apparel items, etc. Some suggestion for the future research for multichannel strategy in fashion retailing was given.

• KSII Transactions on Internet and Information Systems (TIIS)
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• 제13권12호
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• pp.6097-6120
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• 2019

Online consumer reviews (OCRs) provide product information and recommendations especially pictures in reviews depict the true information about the product. This study investigates the influence of pictured reviews on online seller (for a particular product of a seller) rating with moderating effect of price, brand type (foreign vs local), goods type (experience vs search), and brand familiarity. Multiple robust linear regression analysis with moderation interaction and quadratic effect used to explain the relationship of the explanatory variables with the criterion variable. We collected cross-sectional data from the two most renowned Chinese online shopping platforms (B2C) of total 15,621 product links. Results show that higher number of reviews with a low ratio of picture reviews response negative effect on rating, whereas the lower number of reviews with a high ratio of picture reviews response positive effect on the rating. In overall picture in the reviews improve the online seller product rating. For the moderation effect, results show that price and brand familiarity have a positive interaction effect on the relation of pictured reviews and rating whereas experience goods have less negative effect comparing search goods. Finally, local brand has less negative interaction effect comparing foreign brand to pictured reviews and rating.

• 한국IT서비스학회지
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• 제13권1호
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• pp.43-55
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• 2014

More and more people are gravitating to reading products reviews prior to making purchasing decisions. As a number of reviews that vary in usefulness are posted every day, much attention is being paid to measuring their helpfulness. The goal of this paper is to investigate firstly various determinants of the helpfulness of reviews, and intends to examine the moderating effect of product type, i.e., search or experience goods on the product sales, helpfulness and helpfulness votes of online reviews. The determinants include product data, review characteristics, and textual characteristics of reviews. The results indicate that the direct effect exists for the determinants of product sales, helpfulness, and helpfulness votes. Further, the moderating effects of product type exist for these determinants on three dependent variables. The results of study will identify helpful online review and design review sites effectively.

• 한국의류산업학회지
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• 제12권3호
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• pp.318-326
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• 2010

The advantages of the multi-channel retailing have been widely discussed but empirical research on fashion multi-channel retailing has been limited. In this study, multi-channel concept was discussed and then, channel choosing condition of apparel shopper and channel choosing criteria for information search and buying were investigated as a empirical study. Drawing on a sample of 298 customers of apparel products in Korea, the result demonstrated that some differences in the perception of experience goods and search goods among apparel products. And, according to buying channel, consumers were different from each other in information search time and clothing expenses. Some suggestion for the future research of multi-channel retailing was given.