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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In South Korea, the growth of online shopping malls that are overtaking traditional offline distributors in sales requires the latter to concentrate on developing a variety of contents amidst the ever-changing and competitive market environment. First of all, attention should be paid to information on fashion item materials. This study examined the current status of online shopping malls with a focus on their three different types?specialized malls, general malls, and open markets?and investigated consumers’ hedonic shopping motives and influence on fashion materials in terms of purchasing behavior. In doing so, this study surveyed men and women in their 20s-30s residing in Seoul or its surrounding cities and used a total of 255 questionnaires for statistical analysis. The statistical software program SPSS 15.0 was used to conduct frequency analysis, factor analysis, reliability analysis, and multiple regression analysis. The study results showed that in general and specialized shopping malls, consumers granted greater reliability and importance to fashion materials when their interest in shopping or attention to fashion items/brands was high and when they wanted rare items. In open markets, the more interest consumers had in shopping and the more sensitive they were to fashion information, the more dependent they were on prices; in other words, prices were found to have a greater influence on their purchase decisions than the quality of fashion materials. The findings of this study would be useful to marketers and distributors who are trying to develop their marketing strategies based on fashion material information, according to the different types of online shopping malls.
목차
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참고문헌 (42)
참고문헌 신청
Ahn, M. Y. / 2003 / Clothing evaluation criteria and purchase intention based on consumers' clothing shopping orientation in cyber shopping / Journal of The Korean Society of Clothing and Textiles 27(7):789~799
Bellenger, D. N. / 1980 / Profiling the recreational shopper / Journal of Retailing 56:77~92
Bloch / 1989 / Extending the concept of shopping : An investigation of browsing behavior / Journal of the Academy of Marketing Science 17(1):13~21
Bloch, P. H. / 1989 / Extending the concept of shopping : Aninvestigation of browsing activity / Journal of Consumer Research 13:119~126
Bloch, P. H. / 1983 / Shopping without purchase : An investigation of consumer browsing behavior / Advances in Consumer Research 10:389~393
Bellenger, D. N. / 1980 / Profiling the recreational shopper / Journal of Retailing 56:77~92
Bloch / 1989 / Extending the concept of shopping : An investigation of browsing behavior / Journal of the Academy of Marketing Science 17(1):13~21
Bloch, P. H. / 1989 / Extending the concept of shopping : Aninvestigation of browsing activity / Journal of Consumer Research 13:119~126
Bloch, P. H. / 1983 / Shopping without purchase : An investigation of consumer browsing behavior / Advances in Consumer Research 10:389~393
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