관광쇼핑객이 추구하는 가치가 패션브랜드 태도와 쇼핑만족도에 미치는 영향 -코스모폴리타니즘의 조절효과를 중심으로-

허희진 ( Hee Jin Hur ) 한국의류산업학회 2021 한국의류산업학회지 Vol.23 No.5

This study sought to identify the types of fashion brands preferred by tourists based on the shopping values that they pursue through purchases at tourist destinations and to verify the effects of these values on their satisfaction. To obtain a representative sample of South Korea’s tourist shoppers, a survey was conducted among 300 subjects involving adult men and women in their twenties to sixties. Structural equation modeling analyses were performed on the collected data using SPSS and AMOS. The effects of tourist shopping values on brand attitudes were verified by dividing tourist shopping values into social, epistemic, and functional values and dividing brand attitudes into attitudes toward fashion global and local brands. Additionally, this work intended to ascertain the moderating effect of cosmopolitanism on tourist shopping behaviors. The analysis results reveal that a high level of epistemic value as perceived by tourists during shopping resulted in a corresponding high level of preference for local fashion brands. Furthermore, a high level of social value as perceived by tourists led to a high level of preference toward global fashion brands. Contrastingly, functional value influenced both local and global brands. As a result of the moderating effect, in the group with high cosmopolitanism tendency, the effect of epistemic value was not significant, but the low group significantly affected brand attitude based on the social and epistemic value. Given its academic and practical implications, the present study is likely to broaden the understanding of tourist shopping and facilitate future research on that phenomenon.

관광쇼핑가치가 쇼핑제품 유형 및 만족도에 미치는 영향 - 탈출-추구동기의 조절효과를 중심으로 -

허희진 ( Hee Jin Hur ),서용구 ( Young-gu Suh ) 한국의류산업학회 2020 한국의류산업학회지 Vol.22 No.6

This study analyzes the type of preferred shopping items based on tourism shopping value pursued by tourists through shopping at travel destinations as well as verifies their impact on satisfaction. A survey on 310 adult men and women aged 20 to 69 collected data samples representing tourism shoppers in Korea. Based on the collected data, a factor analysis and a structural model equation analysis were performed using SPSS 25.0 and AMOS. Tourism shopping value was divided into functional value, emotional value, exploratory value, and shared value. In addition, shopping items were categorized as physical materials and experience materials to identify the difference in preferred item types according to the value that tourists perceive. It also confirmed the adjustment effect of tourism motivation that affects tourism shopping behavior. According to the analysis results, the more tourists perceive functional and emotional values when shopping, the more physical material they prefer, and the more they perceive exploratory values, the higher the preference for experience goods. However, the shared value affected both physical materials and experience materials. Based on escape-seeking motivation, the adjustment effect of tourism motivation (a major variable to understand the behavior of tourists) on tourism shopping behavior was confirmed. Based on the academic and practical implications of this study, we hope to broaden our understanding of tourism shopping and revitalize research on tourism shopping.

관광쇼핑가치 척도개발과 타당화

허희진 ( Hur Hee Jin ),추호정 ( Choo Ho Jung ) 한국소비자학회 2019 소비자학연구 Vol.30 No.2

관광객들의 시간투자와 비용지출 측면에서 쇼핑은 관광에서 중요한 부분을 차지하며, 관광객들은 다양한 쇼핑가치를 지각한다. 관광쇼핑은 일상생활에서의 쇼핑과 다르며, 관광이라는 맥락의 효과로 인해 쇼핑경험으로부터 추구하는 가치도 다르다고 할 수 있다. 많은 선행 연구에서 관광쇼핑객들의 쇼핑가치를 측정하고 있으나, 기존의 일상에서의 쇼핑가치를 수정하여 사용하고 있다. 따라서 본 연구에서는 관광맥락에 보다 초점을 맞추어 관광지에서 쇼핑을 하는 여행객들이 지각하는 쇼핑가치를 포괄적으로 포함하는 관광쇼핑가치의 다차원적 요인구조를 확인하고, 이러한 개념들이 반영된 관광쇼핑가치 척도를 개발하고자 하였다. 관광쇼핑, 쇼핑가치 등과 관련한 문헌 고찰을 통해 관광쇼핑가치 척도개발을 위한 이론적 틀을 규명하고 초기문항을 도출하였다. 이후 선행연구에서 간과된 부분과 최근 관광쇼핑 환경변화에 적용하기 위해 질적 연구를 실시하였고 측정문항 내용은 심층면담 내용을 바탕으로 수정 및 보완되었다. 관광쇼핑가치의 신뢰성과 타당성에 대한 통계적 검증을 위하여 총 2회의 온라인 설문조사를 실시하고 분석하였다. 각 과정에서 타당도와 신뢰도를 저해하는 문장을 제거함으로써 문항의 정제 과정을 거쳐 최종 여섯 가지 관광쇼핑가치 척도 24문항을 도출하였다. 관광쇼핑가치는 관광쇼핑에 대한 관심이 증가하고 있는 현시점에서 관광쇼핑객들의 행동을 이해하고 예측하는데 중요한 요소이다. 또한 관광만족도에 영향을 미치는 중요한 요소로서 관광객들이 쇼핑을 통해 진정으로 원하고 중요하게 생각하는 것이 무엇인가를 나타내는 관광쇼핑가치를 측정하는 것은 매우 중요하다. 관광객들이 쇼핑을 통해 추구하는 가치는 일상의 쇼핑환경에서 추구하는 가치와 다를 수 있으며 관광맥락을 반영한 쇼핑가치를 포괄적으로 포함하는 관광쇼핑가치의 개념적 구조를 규명하고, 타당한 측정도구를 제안하기 위해 질적/양적 연구방법을 통하여 신뢰성과 타당성이 확보된 척도를 제안한다는데 의의가 있다. 본 연구에서 개발된 관광쇼핑가치 척도가 관광쇼핑분야에 대한 이해의 폭을 넓히고, 실증연구 수행을 위한 유용한 도구로 사용되기를 기대한다. Shopping is an important part of tourism, and tourists perceive diverse shopping values during their travel. The values pursued through shopping experiences during traveling also differ because of the contextual effect of tourism. The shopping values of tourists were measured in many previous researches, but they were largely modified versions of daily shopping values. Comparatively, by focusing on the tourist context, the present study identifies the multidimensional structure of tourist shopping values as how they are perceived by individuals who shop in tourist destinations, the aim of which is to develop a tourist shopping value scale that reflect such concepts. The study also restructures and conducts literature review and in-depth interviews in accordance with the scale development paradigm of Churchill (1979) and the procedures proposed by Hinkin (1995) and Tian et al. (2001), respectively. The literature on tourist shopping and related values was examined to clarify the theoretical framework for the development of a tourist shopping value scale. On the basis of previous research, shopping values was classified into four categories, namely, functional, emotional, social, and epistemic values. Then, on the basis of the sub-dimensions, the initial questions for the tourist shopping value scale were derived, also by referring to previous research. Frequently asked questions in existing work were selected to measure consumption and shopping values, after which questions consistent with the meanings of values intended for the measurement of the present study were clarified. Subsequently, the initial scale pool with the questions was composed. Qualitative research was thereafter conducted to include items that were neglected in previous research, and those missing items were applied in accordance with recent changes in tourist shopping environments. In-depth interviews with participants regarding their tourist shopping experiences were carried out, and the sub-factors of tourist shopping values were derived by categorizing the collected data through a coding process. Furthermore, the content of the questions used to measure each value was modified by supplementing additional questions on the basis of the in-depth interviews. Two-tiered online surveys were performed to statistically verify the credibility and validity of tourist shopping values. To revise and complement the tourist shopping value scale adopted from literature and derived by qualitative research, a primary survey was conducted. The primary research identified six values, namely, the five previously presented emotional, social, conditional, functional, and epistemic values, and the social values that was sub-divided into two factors. Factors corresponding to consciousness of others’ views were derived from social values, whereas shared values, or the intent to share experiences related to other stories, were derived from other values. The proposed six values drawn from the primary survey were confirmed through a secondary survey. Consequently, 6 tourist shopping values and 24 scales were identified. To evaluate the conceptual validity of the measured questions, the convergent and discriminant validity criteria were reviewed and verified through statistical methods. The result showed that all six tourist shopping values were statistically correlated with the degrees of shopping and tourist satisfaction. A scale of 24 questions was proposed, and the scale was determined reliable and valid based on the multi-dimensional models composed of the six factors of tourist shopping values examined by this study. As the importance of tourist shopping increases and the need for shopping-related research to reflect changes in the tourist environment becomes apparent, a reliable and valid scale using scientific and objective methods should be developed to examine the conceptual structure of tourist shopping values. Consequently, a valid measurement tool is necessitated. Consumers who shop in tourist destinations may pursue values differently from others with the same nationality in ordinary shopping environments. The results of this study may contribute to the recognition of such differences by retailers who can actively reflect on the factors considered by tourist shoppers as important, thereby helping the retailers establish their marketing strategies.

연구논문 : 웨트수트 착용실태 및 제품개발을 위한 사이즈 체계 조사 -국내 브랜드와 수입 브랜드의 비교를 중심으로-

허희진 ( Hee Jin Hur ),김시연 ( Siyoen Kim ),이조은 ( Joeun Lee ),주신영 ( Shinyoung Joo ),남윤자 ( Yun Ja Nam ) 한국의류학회 2015 한국의류학회지 Vol.39 No.3

This study investigates the purchasing and wearing conditions of wetsuits, and analyzes consumer awareness on wetsuit functional factors between domestic and imported brands. This research provides basic information on presenting competitiveness and developing suitable wetsuits for the Korean body shape through an investigation of a size system. An in-depth interview was conducted to consider consumer awareness with 10 persons of different levels of scuba diving experience. The survey variables consist of classified suggestion of inquires for functional factors and size systems. We distributed 80 questionnaires to scuba diving club members; subsequently, a total of 66 usable data sets were coded for statistical analysis through SPSS WIN 18.0. The result shows that respondents preferred imported ready-to-wear brands, whereas national ready-to-wear brands were purchased less often. However, the difference in customer awareness of functional factors between domestic and imported brands was not significant. In evaluating the size system of six brands (including three domestic and three imported brands), wetsuits of domestic brands were better fitted to the Korean body shape than imported brands; however, competitiveness has been hindered by public perception that domestic brands imitate imported brands. The results suggest that domestic brands can strengthen their competitiveness through promoting a lower price and size suited to Koreans while trying to change public perception as imitators of imported brands.

VR 패션쇼핑채널 특성과 소비자 관여가 채널수용에 미치는 영향 -생동감과 상호작용성, 패션관여도를 중심으로-

허희진 ( Hee Jin Hur ),장주연 ( Ju Yeun Jang ),추호정 ( Ho Jung Choo ) 한국의류학회 2019 한국의류학회지 Vol.43 No.5

Virtual Reality (VR) represents a key technology for future shopping platforms. This study examined the effect of vividness and interactivity, the two technological characteristics of VR, and fashion involvement, a consumer characteristic, on a consumer's intent to use VR stores under the framework of the Technology Acceptance Model (TAM). The study explained consumers' belief in a new technology and the process underlying the use behavior. The survey was conducted on 200 people between the ages of 20s and 30s via an online survey firm. Data are analyzed using confirmatory factor analysis and structural equation modeling. The results showed that a greater level of perceived vividness had a positive effect on ease of use and playfulness, while perceived interactivity had a significant impact on usefulness and playfulness. The findings also indicated that consumers with a high degree of fashion involvement tend to perceive a higher level of playfulness through VR shopping. Regarding the effects of consumer beliefs, perceived ease of use had a positive influence on usefulness perception. A higher level of perceived usefulness and playfulness meant a higher consumer intention to adopt a VR shopping platform.

소비자 기술준비도에 따른 증강현실(AR) 패션 쇼핑 서비스 수용의도

허희진 ( Hee Jin Hur ),이하경 ( Ha Kyung Lee ) 한국의류산업학회 2021 한국의류산업학회지 Vol.23 No.3

This study analyzed the effects of optimism and innovativeness, the two drivers of a consumer’s technological readiness to use an augmented reality(AR) fashion shopping service within the framework of the Technology Acceptance Model (TAM). The survey was conducted on 249 people (males = 58; females = 191) in their 20s who were willing to participate in the AR experience. Data were analyzed using confirmatory factor analysis (CFA) and structural equation modeling by AMOS 22.0. The results indicated that a greater level of perceived optimism had a positive influence on the ease of use and usefulness of the technology. The findings also show that consumers with a high degree of innovativeness tend to have a higher level of playfulness toward AR fashion shopping. Regarding the effects of user beliefs, ease of use had a positive effect on the perception of usefulness and playfulness with higher levels implying a higher consumer intention to adopt an AR fashion shopping service. In addition, this study reveals the moderating effect of consumers with high-fashion versus those with low-fashion innovativeness. For the latter, technological innovation had an insignificant effect on playfulness, thus indicating that consumers with low interest in fashion did not enjoy AR fashion shopping even if the technology was highly innovative. Nevertheless, the analysis confirms the possibility that experiencing a fashion product through AR technology could replace the actual experience of wearing the products.

외모단장 의례에 대한 탐색적 연구: 사적 자아에서 공적 자아로의 일상적 전환

허희진 ( Hee Jin Hur ),추호정 ( Ho Jung Choo ) 한국의류산업학회 2016 한국의류산업학회지 Vol.18 No.6

Morning grooming is a ritual daily held for transition from private to public life of an individual. Based on the previous literature`s definition of the ritual characteristics, this study aims to identify the meaning of grooming rituals that are repeatedly performed every morning. Although many studies have conducted ritualistic analysis of the behaviors that are closely related to daily life, few studies analyze grooming from a ritualistic perspective. Establishing the ritual - that is, a person`s distinct behavioral pattern-as the core concept, this study reveals the relationship between ritual performers and the ritual`s composition to identify the meaning of the grooming ritual. The study conducts qualitative research with ten participants to identify the ritual characteristics of every-morning grooming and the factors that influence this ritual. Considering everyday grooming as a behavioral pattern that possesses mostly ritualistic elements, the study examines both the external characteristics that are shown through the methods of grooming and the internal characteristics that reflect the inherent symbolic meaning. This study contributes to extending the scope of the field. By understanding the factors that influence grooming rituals, companies can communicate their marketing messages regarding the step-by-step approach to grooming, thereby supporting consumers to effectively use various grooming products.

패션쇼핑 챗봇 특성이 서비스 수용의도에 미치는 영향 -의인화와 개인화를 중심으로-

정슬기 ( Seul Gi Jeong ),허희진 ( Hee Jin Hur ),추호정 ( Ho Jung Choo ) 한국의류학회 2020 한국의류학회지 Vol.44 No.4

This study analyzes consumers' responses toward chatbot services in a fashion retail context. Anthropomorphism and personalization of chatbots are proposed as critical features of a chatbot service that attract positive behavioral intentions from consumers. Social presence, trust, and enjoyment are expected to mediate associations among chatbot characteristics and consumers' acceptance of the service. The experiment was conducted in a controlled laboratory; participants were instructed to engage with a virtual shopping chatbot service via their cell phone and complete a questionnaire online. A total of 189 participants participated in this study along with and four experimental groups of 2 (anthropomorphism: high / low) × 2 (personalization: high / low) were formed with between-subject design. The collected data were analyzed using SPSS 25.0 and SPSS PROCESS Macro programs. The results show that the effect of anthropomorphism and personalization of chatbots on consumers' service acceptance intention when using fashion shopping chatbot service were mediated sequentially by social presence, trust, social presence and enjoyment. This study provides meaningful evidence on the effects of chatbots characterized by anthropomorphism and personalization on consumer responses, acceptance intention and associated psychological mechanisms by expanding the field of consumer behavior into chatbot services.

온라인 장바구니의 개인화와 접근성이 패션제품 구매의도에 미치는 영향 -심리적 소유감의 매개효과를 중심으로-

동지윤 ( Jiyoon Dong ),허희진 ( Hee Jin Hur ),추호정 ( Ho Jung Choo ) 한국의류학회 2019 한국의류학회지 Vol.43 No.6

This study identifies the effects of the characteristics of an online shopping cart based on the theory of psychological ownership. This study created experimental stimuli similar to the actual fashion website in order to derive the exact emotional and behavioral responses of participants. To test the hypotheses, four experimental groups of 2 (personalization: high / low) × 2 (accessibility: high / low) were formed with between-subject design. We selected 201 women in 20-30s as participants and they responded to an online survey after experiencing website stimuli. The collected data were analyzed using SPSS 25.0 and SPSS PROCESS Macro program. The results show that the effects of personalization of an online shopping cart on the purchase intention of the fashion product in the cart is significant; in addition, the main effect of personalization of cart on consumer's psychological ownership was confirmed. It was also found that the path of personalization of the online shopping cart to purchase intention through psychological ownership was significant. The findings of this study contributes to the extension of online shopping cart research and provide suggestions to recognize the important role of psychological ownership in increasing the purchase conversion rate.

온라인 패션점포의 품절에 대한 소비자 반응: 심리적 반발심과 감정의 매개효과를 중심으로

신혜선 ( Hye Sun Shin ),허희진 ( Hee Jin Hur ),추호정 ( Ho Jung Choo ) 한국의류산업학회 2015 한국의류산업학회지 Vol.17 No.5

This study intended to explore fundamental causes affecting consumers’ response actions from psychological factors in the situation of sellout occurring during shopping in online fashion stores. In addition, this study devised a virtual online shop in order to measure consumers’ cognitive and emotional psychological responses they experienced when goods were sold out. The subjects involved women in 20s~30s, major customers of online shopping, and the subjects were randomly allocated to one of eight questionnaire forms (2(stockout size: high vs low)×2(product assortment similarity: similar vs. dissimilar)×2(restocking cue: included vs excluded)). The number of final data used for the analysis was 336 and through SPSS 21.0 program, two-way ANOVA and bootstrap were utilized. The analysis result was that consumers’ psychological responses (emotions, psychological reactance) of online shops differed by means of varying stockout situations. The stockout size had positive effect on psychological reactance and negative emotions. On the other hand, there was no difference in positive emotions (arousal) according to stockout size. In stockout situation of online fashion store, the moderating effect of product assortment similarity and restocking cues were verified. According to the analysis result, interaction effects between stockout size and restocking cues, product stockout size and product assortment for psychological reactance were significant. Lastly, the mediation effect of psychological reactance and emotion between stockout size and behavioral response was tested. As a result, the moderated mediation effects of psychological reactance for substitute were significant when product assortment was dissimilar and restocking cue was exclude.