지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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Purpose: Black Friday is a globally used as a promotion event. A lot of South Korean retailers also have used it as their promotion concepts. But South Korean Consumers’ response to Black Friday has never been investigated academically. This study examined Black Friday shopping of South Korean consumers, including experiences, perceptions, motives and shopping mechanism. Research design, data and methodology: To verify the purposes of this research, a survey was conducted with 462 participants. This study analyzed descriptive features of experiences, perceptions and motives and developed and tested the model of shopping mechanism. Results: South Korean consumers perceive Black Friday as one of the credible marketing tactics offering a big price discount. They have generally positive perceptions and shopping experiences toward Black Friday. The key motive of Black Friday shopping is for saving cost. In addition, for South Korean consumers, perceived deal value, perceived innovativeness, saving cost motive and fun motive are important antecedents of shopping on Black Friday, and attitude toward Black Friday plays a mediating role between antecedents and shopping behavior. Conclusions: The findings of this study provide practical and theoretical insight to understand the impact of Black Friday in South Korea.
목차
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참고문헌 (20)
참고문헌 신청
Johnson, E. J. / 1999 / Predictors of online buying, findings from the Wharton Virtual Test Market(WVTM) / Communication of ACM 42(12):32~38
Kaplan, M. D. / 2009 / The relationship between perceived innovativeness and emotional product responses : A brand oriented approach / Innovative Marketing 5(1):39~47
김재영 / 2017 / Effect of Price Image on Post-purchase Satisfaction and Repatronage Intention: Mediating Role of Price Fairness / 유통과학연구 15(1):71~81
김문정 / 2017 / Differences in Perceived Risk and Product Attitudes : Focus on Korea and Thailand Consumers / 산경연구논집 8(6):41~49
Kunz, W. / 2011 / How does perceived firm innovativeness affect the consumer? / Journal of Business Research 64(8):816~822
Kaplan, M. D. / 2009 / The relationship between perceived innovativeness and emotional product responses : A brand oriented approach / Innovative Marketing 5(1):39~47
김재영 / 2017 / Effect of Price Image on Post-purchase Satisfaction and Repatronage Intention: Mediating Role of Price Fairness / 유통과학연구 15(1):71~81
김문정 / 2017 / Differences in Perceived Risk and Product Attitudes : Focus on Korea and Thailand Consumers / 산경연구논집 8(6):41~49
Kunz, W. / 2011 / How does perceived firm innovativeness affect the consumer? / Journal of Business Research 64(8):816~822
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