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모바일 패션 쇼핑에 대한 소비자 특성의 효과 -시장 전문성, 혁신성, 구매경험을 중심으로-
류은정 ( Eunjeong Ryou ),안수경 ( Soo-kyoung Ahn ) 한국패션비즈니스학회 2019 패션 비즈니스 Vol.23 No.1
The objective of this study was to investigate the influence of consumer characteristics including market mavenship, innovativeness, and purchase experience by mobile on the mobile fashion shopping. The data for this study was collected from the nationwide consumer panels through online survey. A total of 306 subjects aged from 20 to 39 years old and had purchased fashion goods using mobile devices completed a self-administered questionnaire. A series of exploratory and confirmative factor analysis identified four dimensions of mobile fashion shopping features such as tangibility, ubiquity, security and personalization. A structural equation modeling test was employed to examine the relationship of consumer characteristics, mobile fashion shopping features, and consumer behavior. Market mavenship had a positive influence on the perceived features of mobile fashion shopping. Innovativeness negatively influenced tangibility, ubiquity, and personalization. Each construct of mobile shopping features positively affected satisfaction while security had only a direct negative impact on purchasing intention. Satisfaction had a significantly positive impact on purchase intention. Purchase experience of mobile fashion shopping partially affected the relationship between consumer characteristics and perceived features of mobile fashion shopping. These results provide a practical implication theoretical support for increasing consumer satisfaction with mobile fashion shopping in terms of consumer characteristics.
패션기업의 최고경영자 특성과 마케팅 활동이 경영성과에 미치는 효과
류은정(Eun-Jeong Ryou),안미강(Mi-Gang Ahn) 강원대학교 경영경제연구소 2020 Asia-Pacific Journal of Business Vol.11 No.4
Purpose - This study aimed to clarify the effects of CEO characteristics and marketing activities on management performance of fashion corporate by using financial statement. Design/methodology/approach - This study collected a sample of total 170 companies that can obtain the corresponding data among fashion manufacturing companies listed on KOSPI. The data of the financial statements reported from 2011 to 2018 were analyzed. Correlation analysis and multiple regression analysis were conducted. Findings - First, the more the number of CEO and the younger the CEO, the more employee welfare and training expenditures of internal marketing. The age of the CEO had a negative effect on all external marketing activities. The CEO number had a negative effect on sales promotion and advertising expenditures, but a positive effect on entertainment expenditure of external marketing. Second, as a effect of marketing activities on management performance, the welfare and training expenditures of internal marketing and entertainment expenditure of external marketing had a positive effect but sales promotion expenditure of external marketing had a negative effect on management performance. Research implications or Originality - Marketing activities that consider the differentiated factors of fashion corporate are necessary. Also, the objective accounting information can provide practical information for fashion industry.
의복관여도에 따른 인터넷 쇼핑몰의 이복품질과 서비스품질 지각에 관한 연구
류은정(Eun Jeong Ryou) 한국복식학회 2002 服飾 Vol.52 No.5
The purpose of this study was to clarify differences in their perceptions in relation to clothing quality and service quality of internet shopping mall according to classified consumer groups by clothing involvement. The 248 questionnaires were collected from female and male students of university who experienced browsing at the website for clothing shopping. using SPSS Win package, Cronbach`s α , frequency, percentage, factor analysis, cluster analysis. ANOVA, SNK multiple range test and multiple regression analysis were performed. The results could be summarized as follows. First, the dimension of clothing involvement divided consumers into three different groups: fashion/importance group, pleasure group and symbol group. Second, the significant differences among the classified clothing involvement groups were found in the perceptions in relation to clothing product quality and service quality and service quality of internet shopping mall. Third, pleasure and symbol of clothing involvement, physical attributes and expressive goals of clothing quality, and product assortment and promotion of service quality in the internet shopping mall had an effect on the purchase intend of internet shopping mall.