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연구논문 : 인터넷 쇼핑몰 유형별 의류제품 충동구매에 미치는 가격, 제품, 판촉의 영향
지혜경 ( Hye Kyung Ji ) 한국의류산업학회 2013 한국의류산업학회지 Vol.15 No.4
This study analyzes the influence of price, product and promotion on clothing impulse buying according to internet shopping mall type. This study conducted a survey of 346 male and female consumers in their 20s-40s who have experienced clothing impulse buying from an internet shopping mall. Respondents were selected using convenience sampling through an online survey conducted in August 2012. For statistical analysis, descriptive statistics, reliability analysis, χ 2-test, factor analysis, and regression analysis where carried out using SPSS for Windows 12.0. The results were as follows. First, there were significant differences for consumer gender, age, marital status, and education on clothing impulse buying according to shopping mall type. Second, there were differences for the influence of each component (price, product and promotion) on clothing impulse buying according to shopping mall type. Third, it was identified that influence of components (price, product and promotion) on clothing impulse buying were in the following order: low price, freshness, prize promotion, scarcity, open market price discount, prize promotion, freshness, fashionability, low price in general shopping malls, payment term benefit, freshness, and scarcity in fashion SOHO shopping malls. This study provides information for consumer management and promotion strategies according to each shopping mall type by understanding clothing impulse buying by consumers and factors according to shopping mall type.
10대와 20대의 셀러브리티 패션 핫 아이템 구매영향요인 비교
지혜경 ( Hye Kyung Ji ) 한국의류산업학회 2019 한국의류산업학회지 Vol.21 No.2
This study identifies influential factors in regards to the purchase of celebrity fashion hot items and compares these factors in the age groups of teens and twenties. This study surveyed male and female consumers aged 10-20 years old for empirical analysis in July 2018. The study surveyed 322 consumers selected through online convenience sampling. Data were analyzed using SPSS for Windows 19.0, descriptive statistics, reliability analysis, χ<sup>2</sup> analysis, regression analysis, ANOVA analysis, Duncan test, and t-test. The results were as follows. First, 87.6% of consumer have purchased celebrity fashion hot items more than once. In particular, female consumers in their 20s with a high fashion product expenditure tend to purchase more celebrity fashion hot items. Clothes and shoes were purchased more by 10-year-old males, shoes for males in their 20s, accessories for 10-year-old females female, and bags and accessories for female in their 20s. Second, there were no significant differences for those aged 10-20 years old in purchase satisfaction for celebrity fashion hot items according to age, gender, income, and fashion product expenditure. Consumers’ awareness on corporate marketing intention to celebrity fashion hot items was higher among women in their 20s than men in their teens and twenties; in addition, the expenditure on fashion products also increased. Third, factors affecting the purchase of celebrity fashion hot items among teens and twenties were different according to age and gender. A higher need for identification for teenage male resulted in: lower media dependency, higher product involvement, fashion conformity, fashion innovativeness for 20s males, higher product involvement for 10s and 20s females, increased intention to purchase tended. This study provides consumer information and fashion item information that can be utilized in advertisement and promotion strategies for fashion companies that seek to perform celebrity marketing strategies that target consumers aged 10-20 years old.
충동구매가 후회에 미치는 제품 및 쇼핑몰 유형별 영향과 충동구매유형에 따른 후회해소행동 차이
지혜경(Hye Kyung Ji) 한국복식학회 2013 服飾 Vol.63 No.7
The purpose of this study is to find out the various impulse buying factors which influence the emotion of regret in the internet purchase of fashion products and to measure the differences of regret solution efforts according to impulse buying consumer types. This study surveyed females in their 20s~40s for empirical analysis in August 2012, and it targeted women who have experienced impulse buying of fashion products in the internet mall. 297 subjects were collected for the data, and they were subjects who were selected through online convenience sampling. This study surveyed females in their 20s~40s for empirical analysis in August 2012 who have ever experienced impulse buying of fashion products in the internet mall. Data were collected for 297 subjects who were selected through online convenience sampling. For statistical analysis, descriptive statistics, factor analysis, regression analysis, cluster analysis, and ANOVA were carried out using SPSS for Windows 12.0. The results of this study are as follows. First, it was identified that impulse buying by refreshing, accidental, promotion, recommendation stimulus have significant influence on the regret of consumer after impulse buying. Second, there are significant differences in the factors of impulse buying which influence the regret according to the impulse buying products and the shopping malls. Third, there are significant differences in regret relieving behavior according to the impulse buying consumer types. This study will help internet shopping malls to find out the action plans to handle consumers` regret from impulse buying.