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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This study investigated the effects of fashion consumer's browsing motives and risk perception on impulse buying and purchase intention in social commerce. The online survey results of 317 customers who experienced using fashion products via social commerce were used for the final analysis. Exploratory factor analysis, reliability analysis, and frequency analysis were conducted using SPSS 18.0, and confirmatory factor analysis and path analysis were performed with AMOS 18.0. Three browsing motives (hedonic motive, rational motive, and informational motive) and three risk perceptions (products-related risk, customer service risk, and opportunity loss risk) were identified. The results from the structure equation model were as follows. 1) It was deducted that the browsing motive did not have a significant effect on risk perception due to the rejection of most of the hypotheses in regards to the browsing motive influence on risk perception. 2) Product-related risk and customer service risk had a significantly negative effect on purchase intention. Opportunity loss risk had significantly positive effect on impulse buying and purchase intention. 3) Hedonic browsing motive had a significant effect on impulse buying, and rational motive had a significant effect on impulse buying and purchase intention. The informational browsing motive had a significant effect only on purchase intention.
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참고문헌 (46)
참고문헌 신청
안주아 / 2008 / 인터넷 쇼핑몰 브랜드 소비자의 구매경험에 따른 지각된 위험과 정보탐색 및 구매의도에 미치는 영향 / 언론과학연구 8(1):161~194
Bauer, R. A. / 1960 / Consumer behavior as risk taking, In Dynamic marketing for a changing world / American Marketing Association :389~398
Bloch, P. H. / 1989 / Extending the concept of shopping: An investigation of browsing activity / Journal of the Academy of Marketing Science 17(1):13~21
정혜영 / 2001 / 의류점포 브라우저들의 브라우징 동기, 쇼핑 선도력 및 선호점포 속성에 관한 연구 / 복식문화연구 9(1):86~99
정영주 / 2002 / 할인점 의류제품의 구매의도 충동구매에 관한 연구 / 복식 52(1):37~52
Bauer, R. A. / 1960 / Consumer behavior as risk taking, In Dynamic marketing for a changing world / American Marketing Association :389~398
Bloch, P. H. / 1989 / Extending the concept of shopping: An investigation of browsing activity / Journal of the Academy of Marketing Science 17(1):13~21
정혜영 / 2001 / 의류점포 브라우저들의 브라우징 동기, 쇼핑 선도력 및 선호점포 속성에 관한 연구 / 복식문화연구 9(1):86~99
정영주 / 2002 / 할인점 의류제품의 구매의도 충동구매에 관한 연구 / 복식 52(1):37~52
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