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인터넷 쇼핑 웹 사이트의 디자인 비교연구 : 의류 쇼핑 사이트 사례 중심으로 Case study of the fashion sites
고은주,목보경 창원대학교 생활과학연구소 1999 생활과학연구 Vol.3 No.-
The purpose of this study were 1) to find the present condition of clothing shopping web site. 2) to analyze web design elements, and 3)to propose the problem and improvement, so meaning to prepare basis for effective web site design and analysis method of web site design. Subject for this study were 3 shopping web site(Fashionpia. Hansol CS Club, James Dean). The result of study were as follows. 1. Text form is not convenient of shopping process more than catalog form. 2. Fashionpla and Hansol CS Club sites are lack of pleasure and entertainment elements. 3. Display were not differentiated image and characters of product and brand were not provided well.
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목보경(Bokyoung Mok),고은주(Eunju Ko) 한국인터넷전자상거래학회 2001 인터넷전자상거래연구 Vol.1 No.1
In the competitive business environment, apparel companies have to adapt their business strategies. The purpose of this study was to identify the internet advertising type used in the fashion industry and to examine the current situation of internet advertising usage depending on the advertisement type and the clothing type. A sample of 71 apparel companies were selected for the study. Women's, men's, sports/casual, and children's companies all included for the data collection. Descriptive statistics were used for analysis. The results were as following:<br/> 1. Web types of fashion companies were generally brand/company promotion type, fashion portal type and electronic mall type. Using emotional images and texts, product information was provided.<br/> 2. According to the internet marketing model. internet advertisements were divided into three groups: consumer attraction group, advertising content group, post-marketing group. Each group has the several advertisement types in detail.<br/> 3. The most frequently used types were navigation engine and brochureware website types in general. At the consumer attraction group, the navigation engine was the representative type. Brochureware website type was the major type at the advertising content group. For the post-marketing group, e-mail type was the major type used by the fashion industry.<br/> 4. For the woman's, sports' /casual' and children's wear companies, e-mail type was the most frequently used types.
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인터넷 의류광고 유형이 인터넷 광고 효과에 미치는 영향
고은주,목보경 한국의류학회 2002 한국의류학회지 Vol.26 No.9,10
The purpose of this study was 1) to investigate the current situation of internet advertising, 2) to examine the relationship between the advertising type and internet advertising effects, 3) to examine the relationship between internet advertising effects and purchase intention. A sample of 152 apparel consumers participated in this survey research. The survey of design with a Questionnaire was employed and descriptive statistics and ANOVA were used for data analysis. Three types of fashion advertising, banner type, we bsite type, email type were used for the data collection. for each type, two samples were included. The highest scores in the attitude to advertising and in the attitude to brand were found at the banner type, The highest score in the attitude to product was found at the email type. Significant relationships were found between the advertising type and the effect of internet advertising(i.e., attitude to advertising attitude to product). The attitude to brand was not related to the advertising effect, Also, the significant relationship between all advertising effects and purchase intention were found. Internet advertising information assembled in the review of literature and the results from this empirical study provide direction for organizations who are developing internet marketing or internet advertisement.
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인터넷 광고유형과 패션 라이프스타일에 따른 광고효과 연구
고은주,목보경 한국의류학회 2001 한국의류학회지 Vol.25 No.7
The purpose of this study was to investigate the dimensions of fashion lifestyle, to examine the relationship between fashion lifestyle and internet advertising effect, and to identify the moderating effect of fashion lifestyle on the relationship between advertising types and advertising effects. Using dependent variables as internet advertising effects(i.e., attitude to advertising, attitude to product, attitude to brand), advertising types (i.e., banner, website e-mail types) and fashion lifestyle were used as independent variables. For the study, a sample of 152 apparel consumers participated in this survey research. The survey of design with a questionnaire was employed. Three types of fashion advertisement were included as banner type, website type, and e-mail type. For each type, two samples were included for the study. Questionnaire was developed with the html language and data collection was done through the internet on October 2000. For data analysis, descriptive statistics(i.e., frequency, percent), factor analysis, reliability analysis, linear regression and ANOVA were used. First, fashion lifestyle was classified with the seven dimensions: personality seeking group, planning purchase group, fashion leader group, fashion information seeking group, media preference group, commonness/traditional group, fashion follower group. Second, fashion lifestyle had significant effects on advertising effects. In the group of fashion lifestyle, fashion Information seeking group and planning purchase group were found to influence on the attitude toward advertising, and planning purchase type was influenced to attitude toward brand and attitude toward product. Third, main effects of fashion lifestyle were found to be significant. The correlation and interaction effects of fashion lifestyle and internet advertisement types were not significant.
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