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제주지역 문화상품 ‘갈옷’ 패션이미지와 ‘갈옷’ 구매행동 : 제주지역 여성 소비자를 대상으로
홍희숙(Hee Sook Hong) 제주학회 2004 濟州島硏究 Vol.26 No.-
본 연구는 제주지역 패션문화상품인 갈옷 에서 지각되는 패션이미지와 갈옷 구매행동에 대해 알아보고자 제주도에 거주하는 20대~50대 여성 소비자들(n=402)을 대상으로 설문지법을 통하여 조사연구를 실시하였다. 수집된 자료는 요인분석, t-test, one-way ANOVA, x2-검정 등의 통계기법으로 분석되었다. 본 연구의 결과, 조사대상자의 98.3%(n=395)가 갈옷을 인지하고 있었으며, 갈옷을 인지하는 소비자들 중 14.9%(n=59)가 갈옷 구매경험이 있었으며, 갈옷 구매의사를 갖는 소비자들은 49.9%(n=197)를 차지하였다. 갈옷을 인지하고 있는 소비자들을 대상으로 연구문제들을 규명한 결과, 첫째, 갈옷 의 패션이미지로는 에스닉 이미지 가 강하게 지각되었다. 둘째, 갈옷 구매경험은 연령, 교육수준, 의복지출비, 지각된 갈옷 패션 이미지와 관련이 있었다. 즉 교육수준은 낮고, 의복지출비가 높은 40대~50대 소비자들을 비롯하여 갈옷을 현대적 이미지와 전통적 이미지의 중간 청도로 지각하는 소비자들에서 갈옷 구매경험이 높게 나타났다. 셋째, 갈옷 구매의사는 연령, 갈옷 구매경험, 지각된 갈옷 패션이미지와 관련이 있었다. 즉 연령이 높은 40대~50대 소비자, 갈옷 구매경험이 있는 소비자, 갈옷을 값싼 이미지나 고급이미지의 중간 정도로 지각하는 소비자, 현대적 이미지와 전통적 이미지의 중간 정도로 지각하는 소비자들에서 갈옷 구매의사가 높게 나타났다. 넷째, 갈옷의 구매지연 원인으로는 갈옷의 고가격과 갈옷의 제한된 소재/색상 각각이 1순위와 2순위를 차지하였으며, 연령에 따른 차이가 발견되었다. 즉 20대 연령집단은 다른 연령집단에 비해 디자인과 유행성 부족 및 갈옷 인지도/활용도 부족 등에 의한 구매지연이 높은 반면 40대/50대 집단은 변형과 변색에 의한 구매지연이 높았다. 이러한 연구결과는 갈옷 업체들의 표적시장 선정 및 세분시장에 따른 마케팅 프로그램 계획에 유용한 정보를 제공해 줄 수 있다. The purposes of this study were to identify perceived Gal-ot image and differences among age groups(20 s, 30 s and 40 s/50 s ages) in Gal-ot image perception, to examine purchase intention and purchase experience of Gal-ot and relationship between these variables and demographic variables and to investigate reasons of non-purchase of Gal-ot and deferences among age groups in these reasons. The data were collected via a self-administered questionnaire from 402 female consumers(20 s to 50 s ages) living in Cheju during a month of August, 1999 and analyzed by factor analysis, t-test, one-way ANOVA and x2-test. The results were as follows: 1) Most of subjects recognized Gal-at (n=395, 98.3%) and 14.9%(n=59) of subjects purchased Gal-at one more. Half of subjects had purchase intention of Gal-ot (n=197, 49.9%). 2) Subjects perceived ethnic image as a image of Gal-ot . 3) There were differences among age groups in purchase experience of Gal-ot and perceived Gal-at image, 4) Purchase intention of Gal-at were related to purchase experience of Gal-at , subject s age and perceived Gal-ot image. 5) The important reasons of non-purchase of Gal-at were high price and limited color and fabric type of Gal-at . There were differences among age groups in reasons of non-purchase of Gal-at . Limited design and fashionability was important to 20 s subjects more than 40 s to 50 s subjects as a reason of non-purchase of Gal-at. However, Gal-at color and form changed with the passage of time were important to 40 s to 50 s subjects more than 20 s subjects as a reason of non-purchase of Gal-ot .
“패션마케팅연구의 현재와 미래” - 인터넷 패션 마케팅 연구: 국내 연구동향과 문제점 및 미래 연구방향
홍희숙(Hong Hee-Sook) 한국마케팅과학회 2004 한국마케팅과학회 학술대회 발표 논문집 Vol.- No.-
인터넷 패션 마케팅 관련 국내 논문들은 의류학 분야의 학술지(한국의류학회지, 한국의류산업 학회지, 대한가정학회지, 복식 등)들을 중심으로 1999년부터 발표되기 시작하여 2004년 지금까지 약 40여 편이 발표되고 있다. 다음에서는 이들 연구들을 중심으로 연구주제의 동향을 살펴보고, 연구방법의 특성 및 문제점을 분석한 후 미래 연구방향에 대하여 제언하기로 한다.
의류상품 구매후기를 읽는 동기와 인터넷 점포 고객 유형화
홍희숙 ( Hee Sook Hong ) 한국의류학회 2012 한국의류학회지 Vol.36 No.3
This study identified the types of motives for reading consumer reviews of apparel products for online stores and classified shoppers into the groups based on motives. Data were collected from eleven Korean women by a focus group interview and from 313 females by an online survey. Respondents were in their 20s`` and 30s`` with significant experience reading consumer reviews of apparel products for online stores. The seven motives found by interviews were reduced to four types of motives by factor analysis: Right product choice and judgment of product value, risk reduction, saving time and money, and fun/killing time. The motive for the right product choice and judgment of product value was the highest and the motive for fun/killing time was the lowest. Consumers were classified into four groups based on motives: Utilitarian shoppers (25.8%), shopping-task oriented shoppers (36.8%), multiple-motive shoppers (19.7%), and moderate-motive shoppers (17.7%). There were significant differences among age groups and the amount of reading reviews posted on a product and the duration of reading reviews for online stores. In addition, managerial implications were developed.
보문 : 인터넷 쇼핑 시 중요하게 고려하는 의류상품 구매후기 정보에 관한 탐색적 연구
홍희숙 ( Hee Sook Hong ),진인경 ( In Kyung Jin ) 한국의류학회 2011 한국의류학회지 Vol.35 No.7
This study investigated the consumer review information considered important by consumers when making a purchase decision to buy apparel products online. Data were collected through focus group interviews. Eleven females in their 20s and 30s, who have extensive experience in reading consumer reviews posted on online apparel stores, participated in the study. The consumer review information considered important by participants is the information related to seven product attributes (size, fabric, design, color, sewing, price, and country of origin), seven benefits (functional, financial, esthetic, emotional, social, utilitarian benefits, and product value compared to price) of the apparel product and four store attributes (return/refund, delivery, reputation/credibility, and customer service). The findings from the study can serve as an important tool in developing survey questions in order to evaluate the quality of consumer review information and help online retailers plan methods to improve the quality of reviews.
보문 : 구매후기 정보의 충족/미충족에 따른 소비자의 만족/불만족 인식 및 구매후기 정보의 유형화
홍희숙 ( Hee Sook Hong ) 한국의류학회 2011 한국의류학회지 Vol.35 No.9
This study identified the types of consumer review information about apparel products based on consumer satisfaction/dissatisfaction with the availability/non-availability of consumer review information for online stores. Data were collected from 318 females aged 20s` to 30s`, who had significant experience in reading consumer reviews posted on online stores. Consumer satisfaction/dissatisfaction with availability or non-availability of review information on online stores is different for information in regards to apparel product attributes, product benefits, and store attributes. According to the concept of quality elements suggested by the Kano model, two types of consumer review information were determined: Must-have information (product attribute information about size, fabric, color and design of the apparel product; benefit information about washing & care and comport of the apparel product; store attribute information about responsiveness, disclosure, delivery and after service of the store) and attracting information (attribute information about price comparison; benefit information about coordination with other items, fashionability, price discounts, value for price, reaction from others, emotion experienced during transaction, symbolic features for status, health functionality, and eco-friendly feature; store attribute information about return/refund, damage compensation and reputation/credibility of online store and interactive and dynamic nature of reviews among customers). There were significant differences between the high and low involvement groups in their perceptions of consumer review information.