지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
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초록· 키워드
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The aim of this study was to analyze e-commerce sites of luxury fashion brands in order to provide insights on how to enhance online site quality. For the research, forty-eight components of thirty-one luxury fashion brands' e-commerce sites were investigated during October 2013. For the analysis of clustering e-commerce site components and segmenting e-commerce sites of luxury brands, a hierarchical cluster analysis was applied through using the Ward’s method and squared Euclidian distance for binary data. Further, Fisher’s exact test was applied in order to distinguish three groups of characteristics in the luxury e-commerce sites. These analyses were carried out by SPSS 21.
The result indicated that the components of e-commerce sites were grouped into three categories: basic elements, additional elements and elements of building brand identity. These components were categorized by whether their functions were basic and essential or additional and advanced. The other norm of categorization was related to brand identity.
Furthermore, the luxury brands' e-commerce sites were segmented into three groups: a group of endeavoring to promote goods, a group of undistinguished performance, and a group of endeavoring to intensify brand identity. In this segmentation, brand identity or promotional aspects were decisive.
Overall, luxury brands were trying to convey their traditional strength through their e-commerce sites. In order to achieve this purpose, brand identity or promotional aspects played an important role.
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참고문헌 (27)
참고문헌 신청
Ahn, T. / 2004 / The impact of the online and offline features on the user acceptance of Internet shopping malls / Electronic Commerce Research and Applications 3 : 405 ~ 420
Aladwani, A. M. / 2002 / Developing and validating an instrument for measuring user-perceived web quality / Information & Management 39 : 467 ~ 476
Armatulli, C. / 2011 / Determinants of purchasing intention for fashion luxury goods in the Italian market : A laddering approach / Journal of Fashion Marketing and Managemen
Baloglu, S. / 2006 / The website design and internet site marketing practices of upscale and luxury hotels in Turkey / Tourism Management 27 : 171 ~ 176
Beverland, M. / 2004 / Uncovering ‘theories-in-use’: building luxury wine brands / European Journal of Marketing 38 (3/4) : 446 ~ 466
Aladwani, A. M. / 2002 / Developing and validating an instrument for measuring user-perceived web quality / Information & Management 39 : 467 ~ 476
Armatulli, C. / 2011 / Determinants of purchasing intention for fashion luxury goods in the Italian market : A laddering approach / Journal of Fashion Marketing and Managemen
Baloglu, S. / 2006 / The website design and internet site marketing practices of upscale and luxury hotels in Turkey / Tourism Management 27 : 171 ~ 176
Beverland, M. / 2004 / Uncovering ‘theories-in-use’: building luxury wine brands / European Journal of Marketing 38 (3/4) : 446 ~ 466
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