• 한국유통학회지:유통연구
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• 제17권4호
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• pp.29-53
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• 2012

제조업체와 유통업체의 판매촉진 구사가 증가하면서 이들 사이의 바람직한 판매촉진 비용 분담 방식에 대한 관심도 증가하고 있다. 특히 유통업체 점포를 방문하는 소비자의 비계획구매 요소는 유통업체에게 명시적 잉여를 제공하지만 제조업체에게는 그렇지 않다는 점에서 이를 고려한 판매촉진 비용 분담의 방향 제시가 필요한 것이 현실이다. 문제는 유통업체 방문 소비자의 점포내 비계획구매 요소가 있을 때 제조업체가 어떻게 대응해야 하는지에 대해서는 충분한 설명이 이루어지지 못하고 있다는 점이다. 이러한 문제의식에서 본 연구에서는 유통업체 점포내 비계획구매 요소가 있을 때 제조업체가 구체적으로 공동 판매촉진 행동을 어떻게 전개해야 하는지 조명하고 있다. 본 연구의 주요결과는 다음과 같다: (1) 유통업체 점포 방문 소비자의 비계획구매 수준이 증가할수록 채널 전체의 판매촉진 수준은 높아지고, 제조업체의 비용 분담액도 커진다. (2) 유통업체 점포 방문 소비자의 비계획구매 수준이 증가할수록 채널 전체 판매촉진 비용 중에서 제조업체의 판매촉진 비용 분담 비중은 낮아지고, 유통업체의 판매촉진 비용 분담 비중은 높아진다. (3) 제조업체 이익은 유통업체 점포 방문 소비자의 비계획구매 수준인 b의 증가함수이다. (4) 유통업체가 소비자의 비계획구매 대상 제품을 조달하는데 소요되는 비용 수준이 증가할수록 유통업체 점포 방문 소비자의 비계획구매 수준 증가에 따른 채널 전체의 판매촉진 수준 증가 정도, 제조업체의 판매촉진 비용 분담액 증가 정도, 유통업체의 판매촉진 비용 분담 비중 증가 정도, 제조업체 이윤 증가 정도가 낮아진다.

• 복식
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• 제52권5호
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• pp.1-13
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• 2002

The purposes of this study are to examine the relation between twenties women consumer's fashion-color reception and clothing purchase behaviors, and to propose the most effective plans of color-marketing. A questionnaire survey examined 384 persons' opinions in total. First, consumers are classified into 3 groups. according to their preferring colors and the degrees of their concerning : 'type of leading fashion-color', 'type of following fashion-color', and 'type of being indifferent to fashion-color'. Second, this study analyzed the factors of consumers' clothes-purchasing motives. : all consumer groups showed their purchasing motives in the order of 'aesthetic sense'-pursuit factor. 'sensitivity'-pursuit factor, and 'actual profit and sociality'-pursuit factor. Third, the types of consumers' purchasing clothes were divided into 2 groups: type of planned buying. And type of unplanned buying. And the relations between the above 2 groups and purchasing motives were investigated, as a result. it was proved that the consumers who have the purchasing motives of 'sensitivity'-pursuit and 'actual profit and sociality'-pursuit conducted 'planned buying'. Fourth. the relations between motive of clothing purchase and the type of purchase behavior were examined by consumer group : in the consumer group of leading fashion-color, the more did they have the purchasing motives of 'sensitivity'-pursuit or 'actual profit and sociality'-pursuit, the more did they conduct' planned buying'. In the fashion-color following group, the more did they have the purchasing motives of 'sensitivity'-pursuit or 'actual profit and sociality'-pursuit, the more did they conduct 'unplanned buying'.

• 한국의류학회지
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• 제33권10호
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• pp.1601-1610
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• 2009

Unplanned purchase is an unexpected buying behavior affected by product or marketing stimuli. Unplanned purchase does not follow the order of the rational decision making process. Through an in-depth interview, this study classified the types of unplanned purchase of clothing and examined the decision-making processes. The results (according to the need recognition level of consumers prior to stimuli) show three types of unplanned purchase of clothing products that are classified as: the need-manifesting type, the need-embodying type, and the need-reminding type. In addition, each type is reclassified into the high-cognition type and the low-cognition type according to the cognitive effort level of consumers during the purchase decision-making process. The need-manifesting type recognized a buying need after exposure to stimuli and then engaged in unplanned purchases. The need-embodying type recognized a problem, but the purchase intention was not concrete. The need-reminding type recognized a desire to buy clothing products, but temporarily forgot it, and then later remembered the problem recognition from the past after experiencing the stimuli.

• 한국의류학회지
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• 제23권2호
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• pp.250-261
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• 1999

This study is designed to classify consumer groups based on their perception toward department store credit cards and the behavior they exhibit during the purchase of clothing. This classification is based on the study of factors taken into consideration during shopping and disparities in credit cared usage., The specific goals of this study are the following : First it is to classify female consumers over age 20 into "shopping orientation" types and "clothing purchase behavior" types according to their perception towards department store credit care usage. Second it is to discover the degree of perceived utility of department store credit card in clothing purchases. Third finally it is to assist a department store credit card market researcher establish a marketing strategy to best address consumers; needs and wants in credit card purchases The study methodology utilized and the results found were that : 1. The division of consumers into positive and negative groups based on factor analysis with the positive group found to have favorable attitudes towards department store credit card usage. 2. Classification of female consumers into three " shopping orientations" : fashion purchasing economic value purchasing and convenience purchasing. The positive group were predominantly fashion convenience purchasers who valued low cost and convenience over "fashionability" 3. The three classes of "purchase behavior" used were impulse buying planned buying and unplanned buying. The positive group those who had favorable attitudes toward department store credit cards. made mostly impulse and unplanned purchases while the negative group made largely planned purchasee the negative group made largely planned purchase.

• 대한가정학회지
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• 제45권6호
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• pp.1-9
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• 2007

Even though self-confidence is a personal factor of a people, it works as behavioristic factor in consumer behavior. In this study, the influence of consumer self-confidence on clothing purchase behavior was investigated. A total of 284 data sets were analyzed after collecting questionnaires from college students in Seoul using convenient sampling method. For data analysis, chi-square test, analysis of variance, reliability test and factor analysis were performed by SPSSWIN program. The results were as followed. First, the clothing purchase places were affected by the consumers' level of self-confidence. The more confident consumers preferred internet shopping and Dongdaemun market to large-scale shops. The discount stores were selected by the less confident consumers. Second, information search was one of the main reasons to visit internet shopping mall by the more confident consumers. Third, the more confident consumers showed the higher level of clothing involvement than the less confident consumers. Finally, unplanned purchases, such as pure impulse buying and reminder buying were more likely to occur by the more confident consumers with less purchase conflicts.

• 한국의류학회지
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• 제28권7호
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• pp.927-938
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• 2004

The purposes of this study were to find the difference of clothing life-style and to examine clothing buying behaviors on personality types. Personality types were identified using Myers-Briggs Type indicator(MBTI). The data were collected from 360 female adults using a questionnaire to clothing lifestyle and clothing buying behavior. The data were analysed with factor analysis, one- way ANOVA and Duncan＇s multiple range test. Results are summarized as follows: First, ＇Fashion-oriented＇, ＇self-regulate-oriented＇, ＇activity-oriented＇, ＇economic-oriented＇, ＇social-oriented＇, ＇leisure-oriented＇ and ＇conservationoriented＇ clothing life-style had a significant difference of psychological types. Second, Extroverted(E) or Sensation(S) or Feeling(F) types regarded significantly higher in ＇VMD＇, ＇store atmosphere＇, ＇famous brand name and store name＇ as criteria for store selection than combination types(IN, IT, NT) of Introverted(Ⅰ), iNtuition(N), Thinking(T). Third, Sensation Judgement types(SJs) of a patron temperament preferred a ＇plan-oriented＇ life-style and considered ＇famous brand name and store name＇ important. Sensation Perceiving types(SPs) of an artist temperament had an ＇unplanned＇ clothing life-style and a significantly higher impulsive buying orientation than SJs.

• 한국의류학회지
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• 제29권9_10호
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• pp.1340-1348
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• 2005

Consumers are prone to engage in browsing because they are, for a variety of reasons, open to spending opportunities that grab their attentions. In-store browsing is the in-store examination of a retailer's merchandise for recreational or/and informational purposes without an immediate intent to buy. Browsers made more unplanned purchases than non-browsers in a regional mall setting. As a form of on-going search, in-store browsing is a central component in the impulse buying process. The purposes of this study were 1) to examine the causal relationships among fashion involvement, hedonic consumption, browsing and impulse buying behavior, and 2) to investigate the mediating effects of browsing on impulse buying behavior for fashion products. A questionnaire was developed from a literature review and measured on a 7-point rating scale. Data were obtained from 413 students attending universities in Busan. The self-administered questionnaire was given during a scheduled class. Using structural equation modeling, the results indicate that the proposed model of this study is appropriate to explain the mediating effects of browsing on impulse buying behavior for fashion products. The model shows that fashion involvement and hedonic consumption are important as antecedents of browsing in fashion stores, and consumers browsing longer in fashion stores would tend to increase the likelihood of experiencing impulse buying behavior. That is, browsing in store plays an important mediating role in triggering impulse buying behavior for fashion products. The results from this study provide some insights into retail marketing theory supporting the trait and behavioral aspects of impulse buying. Future research and managerial implications are addressed.

• 한국의류산업학회지
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• 제12권4호
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• pp.422-430
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• 2010

Shopping is the activity not only purchasing goods/services but also pursuing the emotional satisfaction. Browsing can be defined as shopping behavior looking around the store without purchasing intention. Through the browsing activity, consumers are able to collect the information and be ready for the possible purchases while marketers have an opportunity to inform consumers of products/ stores/ brands. The more browsing activity, the more stimuli for buying, the more unplanned/ impulse buying. Therefore, this is the time that consumer's browsing activity is getting importance in the area of fashion marketing. The purpose of this study was to examine attracting and hindering factors related to browsing activity especially for purchase of fashion items, using a qualitative research method. An in-depth interview was conducted with 10 female shoppers ranged age 21-50. Included in the questions were consumer's opinions about VMD, convenience, traffic, salesman's attitude, companions, prices, sizes and fitting arrangement. The results of this study provide fashion store managers with the detailed and practical information to draw the consumers in the store.

• Asia Marketing Journal
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• 제18권4호
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• pp.139-160
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• 2017

Despite widespread awareness of the importance of a middle-aging and older consumer market, it is surprising that very little research has been conducted on their in-home shopping behavior. Therefore, this study focused on middle-aging and older female television home shoppers and examined the effects of persuasive mentions of the show host and parasocial interaction on social involvement, perceived loneliness, mood, perceived risk and unplanned buying tendency. A total of 109 middleaged and older female television shoppers responded. Results of path analysis revealed that persuasive mentions did not influence parasocial interaction. However, as middle-aging and older consumers more para-socially interacted with the host, they were likely to use television shopping for alleviating loneliness. Practical and theoretical implications were discussed.

• 유통과학연구
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• 제8권1호
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• pp.35-42
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• 2010

본 연구는 종합슈퍼마켓에서 소비자 구매경향별 구매시점광고(POP)에 대한 반응과 POP를 접한 후 최종 구매단계에서의 중요 의사결정 요인과의 관계를 규명하기 위한 연구이다. 본 연구결과를 살펴보면 첫째, 종합슈퍼의 POP광고반응 중 소비자들은 엔드켑(End Cap)에 대한 반응점수가 높은 것으로 나타났으며, 둘째는 성별 충동적 구매경향에 대한 차이는 전반적으로 남성이 여성보다 높았다. 또한, 구매경향 간, 변수들 간의 상관관계를 살펴본 결과 충동적 구매와 비계획적 구매경향(r=.325), 충동적 구매경향과 즉각적 구매경향(r=.249)에서 상관관계가 있는 것으로 나타났다.(p<0.01) 본 연구 결과 소비자의 소비패턴도 점점 합리성 추구하며 계획적 쇼핑과 더불어 소비에 있어 POP 광고가 자신의 합리성 또는 계획성을 촉진시키는 요인이 되었을 때 POP 광고가 비로소 소비로 연결될 수 있다는 연구결과를 도출하였다.