문장형 브랜드네임의 품질암시와 구체성이 구매의도에 미치는 영향 - 구매관여도의 조절 역할

황인석 ( Insuk Hwang ),김희연 ( Heeyeon Kim ) 한국소비자학회 2017 소비자학연구 Vol.28 No.2

본 연구는 문장형 브랜드네임을 구분하는 기준으로 품질암시와 구체성을 제안하고, 이 두 기준이 구매의도에 미치는 영향을 구매관여도의 조절효과 관점에서 고찰하고 있다. 여기서 문장형 브랜드네임이란 문장이 포함된 브랜드네임을 의미하며, 실제 마케팅 상황에서는 ‘문장 그 자체 혹은 수식절과 피수식어(주로 상품범주명)’ 형태의 브랜드네임이 주로 관찰된다. 품질암시나 구체성은 여타 비문장형 브랜드네임에도 적용될 수 있는 개념으로서, 문장형 브랜드네임이 상대적으로 풍부하게 표현되는 특성으로 말미암아 그 효과가 보다 확대되어 나타날 수 있다. 한편, 구매관여도는 기존의 관여도 개념을 구매라는 특정 상황과 연관지은 개념이다. 가설은 품질암시와 구체성의 상호작용 관점과 이 효과를 조절하는 소비자의 구매관여도 관점에서 제시되었다. 구체적으로 본 연구는 문장형 브랜드네임의 품질암시가 높을 경우 추상적인 정보가 유리하며, 낮을 경우 구체적인 정보가 유리하다고 가정한다. 나아가 전자의 효과는 소비자의 구매관여도가 낮을 경우 더 분명하게 나타나며, 후자의 효과는 구매관여도가 높을 경우 더 분명하게 나타날 것임을 가정한다. 이러한 가설들을 검정하기 위해 본 연구는 인쇄광고를 대상으로 2(브랜드네임의 품질암시: 고/저) X 2(브랜드네임의 구체성: 고/저) X 2(구매관여도: 고/저)의 실험설계를 이용하였다. 브랜드네임의 노출은 다른 상품정보의 제공없이 가상의 상품모습과 함께 설문지에 삽입되는 방식으로 이루어졌다. 다른 상품정보를 제공하지 않는 어색함을 완화하기 위해 실험상품은 평가속성 수가적은 생수를 선정하였다. 피험자는 194명의 대학생이었다. 연구결과 문장형 브랜드네임의 품질암시가 높을 경우 구체적인 정보가 추상적인 정보보다 브랜드 구매의도를 높이는 것으로 나타났다. 이 결과는 구매관여도가 낮은 소비자에게서 더 분명하게 나타났다. 반면, 품질암시가 낮을 경우 소비자의 구매관여도가 높을 경우에 한해 추상적인 정보가 구체적인 정보보다 브랜드 구매의도를 높이는 것으로 나타났다. 추가적으로 본 연구에서는 소비자의 구매관여도가 낮을 경우 품질암시 여부에 상관없이 구체적인 정보가 추상적인 정보보다 구매의도를 높이는 경향이 있는 것으로 나타났다. This study explores the effects of quality signaling and the concreteness of a sentence-form brand name on purchase intention, focusing on the moderating role of consumers’ purchase involvement, which has been rarely investigated by earlier works. The sentence-form brand name refers to a brand that includes any kind of sentence. Some brand names, such as “WeAretheSuperlativeConspiracy,” “I Can’t Believe. It’s Not Butter!,” and “行列のできる店のラ-メン” are representative examples. Quality signaling and concreteness have been considered important characteristics of product information, and are closely related to product evaluation in the field of consumer information processing. In addition, we expect consumers’ purchase involvement to moderate the effects of these characteristics on purchase intention. Based on prior studies, the following four hypotheses have been addressed in the study: High concreteness enhances purchase intention more than low concreteness when the quality signaling is high (H1), and low concreteness enhances purchase intention more than high concreteness when the quality signaling is low (H2). The effect predicted by H1 is more evident in the low purchase involvement condition (H3); and that predicted by H2 is more evident in the high purchase involvement condition (H4). Specifically, the ease of message processing, the effect of high diagnostic information on the evaluation (e.g., Chang and Wildt 1994; Herr, Kardes and Kim 1991; Zeithaml 1988), the cognitive miser theory (e.g., Fiske and Taylor 1984; Orbell and Dawes 1991), and the effect of consumer involvement on their message processing (e.g., Petty and Cacioppo 1981; Petty, Cacioppo, and Schumann 1983) were logical grounds for the hypotheses. A 2(quality signaling: high or low) by 2(concreteness: high or low) by 2(purchase involvement: high or low) between-subjects factorial design was employed for the study. In order to earn extra course credits, 194 undergraduate students belonging to the college of one of the authors participated in the study. The sample group was between 20 and 26 years of age, with an average of 22.3 years, and nearly 60 percent comprised males. In the questionnaire, the brand name was revealed to the participants along with a visual of the product, which was mineral water. The appearance was identical across experimental groups and only the brand name varied along the different brand name conditions. We conducted a pretest to select four brand names for each brand name condition. Twelve brand names were initially selected by the authors from a simple survey. Twenty undergraduate students who did not take part in the main experiment were asked to rank the level of quality signaling and concreteness, respectively, for twelve brand names. The pretests, “Spring Water Coming from Cheonji Lake, Baekdoo Mt. (high quality signaling and high concreteness),” “Spring Water Filled with Freshness (high quality signaling and low concreteness),” “Spring Water Coming with Shaking (low quality signaling and high concreteness),” and “Spring Water Filled with Sprit (low quality signaling and low concreteness),” were selected to be used in the main experiment. Prior to the experiment, participants were told that the purpose of the study was to analyze consumers’ responses to products sold in a convenience store. In order to manipulate the purchase involvement, we asked participants only in the high involvement group to imagine a situation where they would buy mineral water for a person they respected. Subsequent to watching the visual and the brand name of the product, participants were asked to answer questions pertaining to the items, measuring purchase intention for the product (two items on a seven-point scale, α = .87), the levels of the quality signaling (three items on a seven-point scale, α = .88), the concreteness of the brand name (three items on a seven-point scale, α = .78), the level of purchase involvement (three items on a seven-point scale, α = .80), as well as demographics. At the end of the class, all participants were given a debriefing questionnaire that asked them in an open-ended format to report what they believed to be the purpose of the study. None of the participants was aware of the true purpose of the study. The measurement of quality signaling revealed that the scores were 4.42 and 3.29 for the high and low quality signaling conditions, respectively (F(1,192) = 32.65 p < .001). In addition, as expected, participants rated the concreteness as higher in the high concreteness condition than in the low concreteness condition (4.36 vs. 2.83, F(1,192) = 113.47, p < .001). Likewise, participants in the high purchase involvement condition had a higher mean value than did participants in the low purchase involvement condition (5.18 vs. 4.24, F(1,192) = 43.08, p < .001). These results revealed that our manipulation was indeed successful. However, we should note that the absolute level of purchase involvement in the low purchase involvement condition that was achieved through the manipulation was marginally high. The results showed that high concreteness marginally enhanced the purchase intention when compared with low concreteness, when the quality signaling was high (H1, 3.84 vs. 3.50, t(92) = 1.70, p < .10) and when the quality signaling was low, low concreteness significantly enhanced the purchase intention more than high concreteness (H2, 3.56 vs. 2.91, t(98) = 2.26, p < .05). As expected, the effect predicted by H1 was more evident in the low purchase involvement condition (high purchase involvement condition, t(48) = .67, N.S.; low purchase involvement condition, t(42) = 1.98, p < .05), implying that H3 was supported. However, the effect predicted by H2 was observed only in the high purchase involvement condition (high purchase involvement condition, t(49) = 5.84, p < .001), and not in the low purchase involvement condition. We also found that when consumers were in the low purchase involvement condition, high concreteness, rather than low concreteness, tended to improve the purchase intention. The study has several limitations. First, our sample was limited to one population group, namely, college students. This decreases the generality of the study’s results. Further research should explore the effect by including other population groups and obtaining confirmatory results. Second, we performed the study in a restricted situation using nonprofessional advertisements. It is necessary for further studies to examine effects of sentence-form brand name in a real situation using professional advertisements to derive more practical implications. Third, this study used only one product category to examine the effects of sentence-form brand names. Further research should include other product categories to investigate the extent to which quality signaling and concreteness of sentence-form brand name substantively influence the purchase intention of the product. Finally, the study failed to ensure perfect homogeneity among fictitious brand names used in the experiment (e.g., one experimental brand name included a proper noun). Further research should select experimental brand names more carefully using one or more pretests.

The cosmetic buying behavior of women in their 20s - Focused on differences by cosmetic involvement -

Kwanghee Park,Mi-Hwa Choi 복식문화학회 2019 服飾文化硏究 Vol.27 No.7

This study investigated differences in cosmetic buying behavior and personal characteristics between cosmetic involvement groups. Cosmetics buying behavior refers to reason for using cosmetics, use of information sources, selection criteria, place of purchase, use/non-use of cosmetics, purchase propensity, purchase frequency, purchase amount, and satisfaction with cosmetics. Personal characteristic contains pursuing image, age, residence area, job, and average household monthly income. Data was collected from 5-10 December 2016, from 308 females in their 20s using an internet survey. The analysis included descriptive statistics, t-tests, Mann-Whitney U tests, and chi-square tests. The respondents were divided into two groups (a high cosmetic involvement group and a low cosmetic involvement group) according to the degree of cosmetic involvement. The results of t-tests revealed significant differences between groups in terms of reasons for using cosmetics, use of information sources, selection criteria, purchase frequency, place of purchase, use/non-use of cosmetics, and satisfaction with cosmetics. The results of Mann-Whitney U tests highlighted a significant difference in purchase frequency between both groups. The results of chi-square tests indicated significant differences in purchase frequency, purchase amount, pursuing image, and average household monthly income. However, no significant differences were evident in terms of purchase propensity, age, job, and area of residence between groups.

스마트폰몰입이 모바일웹과 PC웹기반의 의류쇼핑몰에서의 구매의도에 미치는 영향

이정우 ( Jung Woo Lee ),김미영 ( Mi Young Kim ) 한국의류산업학회 2013 한국의류산업학회지 Vol.15 No.3

This study considers the effect of smartphone involvement for purchase intentions in fashion shopping malls based on mobile web apps and on PC web apps; in addition, it investigates the correlation between purchase intention in fashion shopping malls (based on activated PC web apps) and those of fashion shopping malls (based on newly created mobile web apps). The results of this study are: First, the analysis of smartphones factors showed that smartphones consist of 6 kinds of dimensions of ``appearance involvement``, ``time and information search involvement``, ``application involvement``, ``entertainment involvement``, ``communication involvement``, and ``transaction involvement``. Second, the higher the entertainment and transaction involvement among descriptive variables for smartphone involvement were due to the positive responses displayed towards fashion shopping mall purchases based on mobile web apps. Third, a higher application and entertainment involvement in the descriptive variables for smartphones resulted in a positive response displayed for purchases in fashion shopping malls based on PC web apps shown in a regression analysis that verified the smartphone and purchase intention relationship in fashion shopping malls based on PC web apps. Fourth, consumers with high purchase intention in the existing PC web app based fashion shopping malls were shown to have a high purchase intention in mobile web app based fashion shopping malls due to the results of a correlation analysis that analyzed the relationship between purchase intention in PC web app based fashion shopping malls and mobile web app based fashion shopping malls.

Men’s information search and purchasing behavior related to cosmetic involvement focusing on Korean men in their 20s and 30s

Hye Rim Hong,Kyoungjin Baek 복식문화학회 2017 服飾文化硏究 Vol.25 No.6

The purpose of this study was to examine the differences of the information searches and purchasing behavior Korean men in their 20s and 30s, focusing on cosmetic involvement. Research methods consisted of qualitative and quantitative approaches. For the qualitative approach, in-depth interviews and participant observations were conducted to investigate male customers' cosmetic characteristics in information searches and purchasing behavior. Then, the study conducted a quantitative study methodology based on the questionnaires from the in-depth interviews, participant observations, and literature review. The study surveyed 340 Korean men in their 20s and 30s. The cosmetic involvement of the target group was classified into the amusing high-involvement group, the rational low-involvement group, and the obligatory high-involvement group. The results from this study indicated that the groups of male customers classified by cosmetic involvement showed statistically significant differences in terms of information searches and purchasing behaviors. Especially, the obligatory high-involvement group generally displayed high-involvement traits likewise the amusing highinvolvement, was more similar to the rational low-involvement group regarding cost effectiveness than the obligatory high-involvement group. Moreover, the classifications of men generally had different characteristics of cosmetic purchasing behavior and information searches than women. This study has a distinctive significance compared with other studies in discovering differences of cosmetic purchasing behaviors of Korean men in their 20s and 30s’ cosmetic involvement groups classified using qualitative and quantitative approaches.

온라인 구전정보가 소비자 구매의도에 미치는 영향에 대한 실증연구: 제품관여도, 조절초점, 자기효능감의 조절효과를 중심으로

유창조,안광호,박성휘 한국마케팅학회 2011 ASIA MARKETING JOURNAL Vol.13 No.3

Internet is having strong impact on the consumer's decision making process. Information search has been done actively through internet today. The online reviews can be crucial information cue to evaluate the alternarive products. The online WOM(Word-Of-Mouth) effect depends on the characteristics of information sender, receiver, and WOM. This study is to examine the influence of the online word of mouth on the consumer purchase intention and the moderating role of product involvement, consumer regulatory focus and self-efficacy. Positive customer reviews on the products influence the purchase intention positively and negative customer reviews influence it negatively. Moderating role of involvement in the causal relation between the valence of online reviews and purchase intention is tested. In case of positive WOM, it is predicted that purchase intention for high involvement products is higher than that of low involvement. In case of negative WOM, purchase intention for high involvement product is lower than that of low involvement product. And this study invetigate the moderating role of regulatory focus. In case of positive WOM, it is predicted that promotion focus oriented consumers have higher purchase intention than prevention focus oriented consumers. In case of negative WOM, prediction is that prevention focus oriented consumers have lower purchase intention than promotion focus oriented consumers. Then we examine the moderating role of self efficacy in the causal relation between the valence of online reviews and purchase intention. In case of positive WOM, it is predicted that consumers with low self efficacy have higher purchase intention than consumers with high self efficacy. In case of negative WOM, it is predicted that consumers with low self efficacy have lower purchase intention than consumers with high self efficacy. Emprical results support our prediction and four hypotheses derived from our conceptual framework are all accepted. This study suggest that the level of product involvement, consumer regulatory focus and the level of self-efficacy influence the consumer responses of the valence of online reviews. Therefore marketers need to manage online reviews based on the level of product involvement, regulatory focus orientation and the level of self-efficacy of target consumers. 본 연구는 상표사용후기의 방향성이 구매의도에 미치는 영향을 확인하고, 이러한 과정에서 제품관여도, 조절초점 및 자기효능감의 조절효과를 실험설계를 통해 검증하는데 그 목적이 있다. 실증분석 결과 상품사용후기의 방향성이 상표에 대한 구매의도에 유의한 영향을 미치는 것으로 확인되었는데, 긍정적인 상품사용후기에 노출된 집단의 구매의도가 부정적인 상품사용후기에 노출된 집단의 구매의도보다 높게 나타났다. 긍정적 상품사용후기가 구매의도에 미치는 효과는 소비자의 제품에 대한 관여도가 낮은 경우보다 높은 경우 더 크게 나타나 제품관여도의 조절효과에 관한 선행연구결과를 다시 확인해 주고 있다. 그리고 상표사용후기가 구매의사에 미치는 영향은 소비자의 조절초점에 따라 다르게 나타나 소비자의 조절초점성향이 갖는 조절효과가 확인되었다. 즉, 향상초점의 소비자는 긍정적인 상표사용후기에 더 큰 영향을 받았고, 예방초첨의 소비자는 부정적인 상표사용후기에 더 큰 영향을 받았다. 마지막으로 상품사용후기가 구매의도에 미치는 효과는 소비자의 자기효능감 수준에 따라 다르게 나타났다. 즉, 자기효능감이 높은 소비자보다 자기효능감이 낮은 소비자가 상표사용후기에 더 큰 영향을 받는 것으로 확인되었다. 본 연구는 소비자의 제품관여도, 조절초점 및 자기효능감의 수준에 따라 온라인상에서 제시되는 상표사용후기를 처리하는 방식이 다름을 확인해 주고 있는데, 이러한 연구결과는 마케터들에게 유용한 관리적 시사점을 제공한다.

The effect of attribute evaluation and consumption value on the purchase involvement in the global luxury fashion brands

Mun Young Kim 복식문화학회 2020 服飾文化硏究 Vol.28 No.2

The purpose of this study is to evaluate the attributes of consumers global luxury fashion brands and to find the impact of consumer value, meaning the social and pleasure values derived from brands on product purchase involvement. The method in this study was analysis of a total of 298 responses to a questionnaire. The results indicate, first of all, that among the attribute evaluations of global luxury brands, traditionality and splurge affect purchasing involvement. However, prestige and originality were found to have no influence on purchasing involvement. Second, the responses to the questionnaire indicate that social and pleasure values had a statistically significant effect on purchase of luxury brands. Third, the value of cross-group attributes evaluation and consumption value to differences in purchase involvement has had statistically significant results. In conclusion, the traditional and Splurge natures of the luxury global fashion industry’s brand, social consumption value and pleasure consumption value affect the level of purchase involvement. This underscores the importance of attribute Evaluation(traditional and splurge) and consumption value(social and pleasure) when planning consumer marketing strategies for global luxury fashion brands in the future.

상품 컬러가 구매의도에 미치는 영향

황인석(In Suk Hwang),이향주(Hyang Joo Lee) 한국마케팅학회 2012 마케팅연구 Vol.27 No.1

본 연구는 상품 컬러가 구매의도에 미치는 영향을 컬러의 대표적 속성이라 할 수 있는 선호도 및 적합도 관점에서 실증 고찰하고 있다. 여기서 컬러 선호도란 말 그대로 특정 컬러를 선호하는 정도라고 할 수 있으며, 적합도는 컬러가 상품과 맞느냐, 맞지 않느냐 하는 개념이라 할 수 있다. 가설 검정을 위해 본 연구는 인쇄 광고를 사용하였으며 피험자로서 대학생 160명이 참가하였다. 연구 결과 선호도가 높은 컬러와 적합도가 높은 컬러는 각각 선호도가 낮은 컬러 및 적합도가 낮은 컬러보다 구매의도를 높이는 것으로 나타났다. 이러한 선호도의 영향은 구매 관여도가 낮은 상품에서 유의하게 나타났으며, 높은 상품에서 유의하게 나타나지 않았다. 반면 적합도의 영향은 구매 관여도가 낮은 상품에서 유의하게 나타나지 않았으며, 높은 상품에서 유의하게 나타났다. This study investigates effects of product color on purchase intention, specifically focusing on its preference and fit in print advertising. Color preference refers to the extent to which people like a color and color fit is defined as the extent to which a color evokes meanings(i.e. feelings, thoughts, images) that are fit, congruent, or in harmony with those evoked by a product. Based on the past studies, a total of four hypotheses are addressed in the study; High preferred color will show a greater positive effect than low preferred color on the purchase intention for an advertised product(H1), high fit color will show a greater positive effect than low fit color on the purchase intention for an advertised product(H2), the effect predicted by the H1 will be more evident in low purchase- involvement product condition(H3), and the effect predicted by the H2 will be more evident in high purchase-involvement product condition(H4). Especially, ELM(Elaboration Likelihood Model) was used for the formulation of the H3 and the H4. One hundred and sixty undergraduate students at the college of one of authors participated in the study. The sample aged between 20 and 26 with an average of 23.2 and was nearly 60 percent male. Pretests were conducted to select product categories for the manipulation of purchase-involvement and appropriate colors for each preference or fit condition. Each pretest used an independent sample. Based on the pretests, a digital camera and a USB were chosen for high or low purchase-involvement product condition respectively and black(high preferred and high fit condition), clean red-purple(high preferred and low fit condition), yellow green(low preferred and high fit condition), and dull yellow(low preferred and low fit condition) were selected to be used in the main experiment. Before the experiment, participants were told that the purpose of the study was to analyze consumers` responses to product advertising and that they would watch several ads. The ads consisted of one experimental and four nonexperimental ads which were made newly for the study. In order to control for primacy and recency effects, the experimental ad for the high- or low purchase-involvement product condition was placed third in the sequence of five ads. After watching each ad, participants answered the questionnaire items about the ad including their purchase intention for the advertised product. The purchase intention was measured using three items on a seven-point scale(α = .94). The items took the form ranging from ``definitely would not buy`` to ``definitely would buy``, ``improbably buy`` to ``probably buy``, ``definitely would not recommend the advertised product to my friends`` to ``definitely would recommend the advertised product to my friends``. The items were modified slightly from those used in the studies by Goldsmith and Lafferty(2000) and Till and Busler(2000). For further analysis, all multi- items were averaged. In the case of experimental ad, different from nonexperimental ads, manipulation- check measures were added into the questionnaire. Specifically, the purchase-involvement was measured by three seven-point scale items from Park and Young(1986) and Zaichkowsky`s(1985) studies("The purchase of an digital camera(or USB) is important to me," "I watch advertising for a digital camera(or USB) carefully," and "I spend a lot of time in purchasing a digital camera(or USB)") Each item was anchored by 1 = strongly disagree and 7 = strongly agree. The items exhibited high reliability(α = 96). The color preference and fit were measured using one and three items respectively on a seven-point scale. The former was developed by referring to MacInnis and Park(1991), anchored by 1 = not likable and 7 = likable while the latter was from Kellaris, Cox, and Cox(1993) and MacInnis and Park`s(1991) studies(fit, congruent, matched; 1 = strongly disagree, 7 = strongly agree). The reliability among the items for the fit was shown high(α =

20대 여성의 화장품 구매행동에 관한 연구- 화장품 관여도에 따른 차이를 중심으로 -

박광희,최미화 복식문화학회 2019 服飾文化硏究 Vol.27 No.6

This study investigated differences in cosmetic buying behavior and personal characteristics between cosmetic involvement groups. Cosmetics buying behavior refers to reason for using cosmetics, use of information sources, selection criteria, place of purchase, use/non-use of cosmetics, purchase propensity, purchase frequency, purchase amount, and satisfaction with cosmetics. Personal characteristic contains pursuing image, age, residence area, job, and average household monthly income. Data was collected from 5-10 December 2016, from 308 females in their 20s using an internet survey. The analysis included descriptive statistics, t-tests, Mann-Whitney U tests, and chi-square tests. The respondents were divided into two groups (a high cosmetic involvement group and a low cosmetic involvement group) according to the degree of cosmetic involvement. The results of t-tests revealed significant differences between groups in terms of reasons for using cosmetics, use of information sources, selection criteria, purchase frequency, place of purchase, use/non-use of cosmetics, and satisfaction with cosmetics. The results of Mann-Whitney U tests highlighted a significant difference in purchase frequency between both groups. The results of chi-square tests indicated significant differences in purchase frequency, purchase amount, pursuing image, and average household monthly income. However, no significant differences were evident in terms of purchase propensity, age, job, and area of residence between groups.

패션 T-commerce 구매의도의 영향요인에 관한 연구: 확장 기술수용모형(TAM)을 중심으로

이승희 ( Seung Hee Lee ),이은옥 ( Un Ok Lee ),우종필 ( Jong Pil Yu ) 한국소비자학회 2011 소비자학연구 Vol.22 No.1

본 연구는 기술수용모형(TAM)을 토대로 패션제품 T-Commerce에 영향을 미치는 요인을 규명하고자 하였다. 이를 위해 기존의 TAM 모형에서 중요하게 사용되었던 선행변인 (자기효능감, 기술혁신성, 즐거움) 이외에도 패션제품의 특성상 유행관여라는 새로운 변수를 TAM 모형에 하여 확장된 TAM 모형이 패션제품 T-Commerce의 구매의도에 어떤 영향을 미치는지 검증하고자 하였다. 제시한 연구모형은 구조방정식모델을 통하여 분석 되었다. 분석결과 자기효능감은 지각된 용이성에 영향을 미치는 것으로 나타났으며, 기술혁신성은 즐거움에 영향을 미치는 것으로 나타났다. 유행관여는 모든 변수에 영향을 미치는 것으로 나타났으며, 지각된 사용용이성은 유용성과 즐거움에 영향을 미치고, 지각된 유용성, 사용용이성, 즐거움 모두 구매의도에 영향을 미치는 것으로 나타났다. 수정 된 연구모형에서도 유행관여가 구매의도에 직접 영향을 미치는 것으로 나타나 유행관여가 T-commerce에 매우 주요한 변인임을 밝혀주었다. 본 연구결과를 토대로 패션 T-Commerce 구매의도의 예측변인들을 밝히고, 구매의도를 높일 수 있는 활용방안을 모색함으로써 향후 패션 T-Commerce 리테일러들에게 T-Commerce기획 및 마케팅전략 에 도움이 되는 실무적인 시사점을 제시하고자 한다. Due to rapid advances in digital technologies, with the development of interactive television, televisions can be transformed into an e-commerce medium into T-commerce. T-commerce is expected to change consumers` shopping styles as a new shopping channel, more specifically on fashion shopping channel. Thus, it is necessary to understand what kinds of variables would affect on consumers` attitudes or purchasing intention toward fashion T-commerce. Therefore, the purpose of this study was to examine antecedents of purchase intention toward fashion T-Commerce based on Technology Acceptance Model (TAM). Also this study attempted to provide a theoretical framework for expanding TAM model for fashion TCommerce based on previous studies which tested on self-efficacy, technology innovation`, ``joyfulness``. In addition, this study added ``fashion involvement`` as a new variable based on Technology Acceptance Model for testing if the fashion involvement variable would be impact on ``perceived usefulness``, ``perceived ease of use``, and ``perceived joyfulness`` significantly. Based on literature review, a research model was proposed with five hypotheses for this study as follows: H1) Self-efficacy is positively related to perceived usefulness, perceived ease of use, and perceived joyfulness in T-commerce. H2) Technology innovation is positively related to perceived usefulness, perceived ease of use, and perceived joyfulness in T-commerce. H3) Fashion involvement is positively related to perceived usefulness, perceived ease of use, and perceived joyfulness in T-commerce. H4) Perceived ease of use is positively related to perceived usefulness, and perceived joyfulness in T-commerce. H5) Perceived usefulness, perceived ease of use, and perceived joyfulness is positively related to consumers` purchase intention toward T-commerce. Two hundreds thirty-seven female participants in age group of 20s - 30s participated in this study. For data analysis, SPSS 12.0 and Structure Equation Modeling (SEM) was used to test the research model and all hypotheses. For this study, stimuli for showing the process of T-commerce shopping were manipulated. Through pre-test, the questionnaires were distributed to respondents. To ensure data validity and reliability, internal consistent validity and discriminate validity were examined. evidence demonstrated satisfactory data for validity and reliability. Also the structural model presented showed adequate overall goodness-of-fit with observed data (χ2=25.25, d.f.=3, p<0.001; GFI=0.972, AGFI=0.737, CFI=0.960, RMR=0.054, NFI=.957). The results are as follows: First, ``self-efficacy`` was positively related to ``perceived ease``, but not ``perceived usefulness`` or ``perceived joyfulness``. Second, ``technology innovation`` was positively related to ``perceived joyfulness``, but not ``perceived usefulness`` or ``perceived ease of use``. Third, ``fashion involvement`` was positively related to all three variables -- ``perceived usefulness``, ``perceived ease of use``, and ``perceived joyfulness``. Forth, ``perceived ease of use`` was positively related to ``perceived usefulness`` and ``perceived joyfulness``. Fifth, ``perceived usefulness``, ``perceived ease of use`` and ``perceived joyfulness`` were positively related to consumers`` ``purchase intention`` toward T-commerce. Finally, based on the revised research model, fashion involvement was positively related to consumers` purchase intention toward T-commerce directly. Based on these results, the proposed model showed that it can be adapted for measuring consumers` purchasing intentions toward fashion using t-commerce with the propositions of Technology Acceptance Model. Perceived usefulness, perceived ease of use, perceived joyfulness and fashion involvement affected consumers` purchase intention toward fashion t-commerce. Especially, when fashion involvement was added to Technology Acceptance Model as a determinant variable, it significantly affected all of the perceived variables such as usefulness, ease of use, and joyfulness as well as purchasing intention toward T-commerce. The results of this study would provide T-commerce retailers or T-commerce marketers with fashion marketing strategies about fashion T-commerce. There were some limitation from this study. For further study, more variety of respondents in different ages or different living areas need to be examined. Also, longitudinal examination of variables which influence consumers` purchase intention using T-commerce is an research area for being examined.

베이커리 마케팅믹스가 충동구매 및 재방문의도에 미치 는 영향관계에 대한 관여도의 조절효과 연구

이창민 한국호텔리조트학회 2023 호텔리조트연구 Vol.22 No.6

This study aims to suggest a competitive advantage in bakery operation and to increase bakery impulse purchase and revisit intention through the impact of bakery marketing mix on impulse purchase and revisit intention and the moderating effect of bakery involvement. A total of 358 copies of the questionnaire were used for the final analysis. The hypothesis verification results and suggestions of this study to achieve these research objectives are as follows. As a result of the impact of Hypothesis 1's bakery marketing mix on impulse purchase, places have no significant impact on impulse purchase, and products, prices, and promotions have a positive (+) significant impact on impulse purchase. The impulse purchase of Hypothesis 2 has a positive (+) significant effect on the intention to revisit, and the mediating effect of impulse purchase of Hypothesis 3 is that impulse purchase due to products, prices, and promotions, excluding places, increases the intention to revisit. The moderating effect of bakery involvement in Hypothesis 4 and Hypothesis 5 was statistically significant, and the high involvement of bakery involvement strengthens the impact of price and promotion on impulse purchase and increases the intention to revisit. As a result of this study, it is judged that bakery companies pay attention to the quality, price, and promotion of products to encourage impulse purchases can increase their revisit intention. In addition, this study has academic significance in that it is a study that advances the understanding of the impact of marketing mix on impulse purchase and the intention to revisit in consideration of the moderating effect of bakery involvement.