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박은주,소귀숙 한국의류학회 2000 한국의류학회지 Vol.24 No.3
The purposes of this study were to investigate consumer's antecedent mood, cognitive factors, and experienced affection, to find out the relationships among antecedent mood, cognitive factors, experienced affection, and consumers characteristics, and to examine the discriminant variables of apparel buying behaviors. We developed an questionaire based on the previous studies and pretests. We collected data from 443 housewives living in Pusan and analyzed by Factor analysis, t-test, and Discriminant analysis. The results showed as following: 1. Antecedent mood consists of four factors and cognitive factors in store were composed of four factors. Experienced affection in store includes Pleasure, Dominant and Stimulating feeling. 2. We discovered that consumer characteristics related to the antecedent mood, the experienced affection and cognitive factors in store. 3. Purchasers didn't t relate to the consumer characteristics, and related to the antecedent mood, the cognitive factors, the experienced affection in store. Experienced affection and antecedent moods appeared to be important factors in determining apparel buying behavior of consumers. Especially, Pleasure and Dominance of the experienced affection and Depression, Excitation/expectation, Worry and Self-encouraging of the antecedent moods were more important variables in determining apparel buying behavior than any other variables.
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박은주,소귀숙 服飾文化學會 2003 服飾文化硏究 Vol.11 No.2
The pusropse of this study was to analyze the structure of consumption emotions that consumers experienced in the process of consuming apparel products. Data was collected form 144 female college students living in Busan, and analyzed by salience, diversity, H-index, Cramer's V, and multi-dimensional scaling. The results showed as following; 1. The consumption emotions related to apparel products appeared three dimensions; 'Relaxed-tense' dimension, 'Pleasant-unpleasant' dimension, and Outward-inward' dimension. Considering elements of consumption system, the dimension s of consumption emotions in relation to apparel performances were 'Pleasant-unpleasant' and 'Outward-inward'. The dimensions of consumption emotions experienced in usage situations were 'Relaxed-tense' and 'pleasant-unpleasant'. The consumption emotions related to specific products were composed of 'pleasant-unpleasant' dimension and 'Outward-inward' dimension. 2. As the multi-dimension map of this study has much space, it suggested that the scope of consumption emotions related to apparel products was more limited than those related to general situations and products. 3. The structure of consumption emotions in relation to apparel performances appeared to be bisected, while those related to usage situations showed relatively to be dispersed. 4. Although Pleasant-unpleasant dimension was consistent with results of prestudies, the dimensions of 'Relaxed-tense' and 'Outward-inward' were newly confirmed as the dimensions of consumption emotions related to apparel products. Therefore, consumer's consumption emotions of apparel products were composed of three dimensions, tended to be more limited than those of general consumption situations and products, and differentiated across apparel performances, usage situation, and specific products.
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송봉주,소귀숙,박은주 한국의류산업학회 2004 한국의류산업학회지 Vol.6 No.3
The purpose of this study were to investigate the differences of shopping value, promotional affects and product characteristics between buyers and non-buyers, and to examine the most influenced variable on purchasing behaviors of fashion products in CATV home-shopping. We collected data from 595 consumers related to CATV home-shopping in Busan. Data were analyzed by factor analysis, t-test, x²-test and discriminant analysis. Results showed that there are significant differences between buyers and non-buyers of shopping value demographic characteristics, promotional affects and product characteristics. Especially, shopping value perceived by consumers(e,g., practical value and hedonic value) and product characteristics(e.g., response of others) discriminated whether consumers purchased the fashion products of CATV home-shopping or not. We discussed the implications of results to encourage the purchasing behavior of fashion products in CATV home-shopping
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박은주(Eun Joo Park),소귀숙(GWi Sook So) 한국유통학회 2002 流通硏究 Vol.7 No.1
본 연구는 CATV홈쇼핑에 관련된 충동구매행동에 관한 연구로서 특히 의류제품의 CATV홈쇼핑에 관련된 소비자 특성, 마케팅 요인이 충동구매행동에 미치는 영향에 대하여 알아보고자 하였다. 이러한 연구 목적을 위하여 부산시내 거주의 CATV홈쇼핑 방송을 시청하거나 CATV홈쇼핑을 통해서 구매경험이 있는 20~50대 성인 여성을 대상으로 설문조사를 실시하였으며, 263부의 설문지를 최종분석에 사용하였다. SPSS을 이용하여 요인 분석, t-tset, x2-test, 판별분석을 실시하였고, 연구를 통해 밝혀진 결과 및 결론은 다음과 같다. 첫째, 소비자들은 CATV홈쇼핑을 탐색할 때 ‘애고적 탐색행위’. ‘상품중심적 탐색행위’로 구성되어, 소비자들은 자주 이용하는 홈쇼핑채널을 이용하여 홈쇼핑 프로그램을 즐기고 있었으며, 새로운 상품이나 상표를 보기 위해 CATV홈쇼핑을 탐색하였다. CATV 홈쇼핑에 관련된 마케팅 요인은 ‘촉진요인’, ‘제품요인’, ‘대금결제방식요인’으로 구성되어, CATV홈쇼핑에서 제시하는 사은품, 긴박한 상황조성, 구매재촉 등에 충동구매행동이 많은 자극을 받았으며 제품의 디자인이나 색상, 상표의 유명도 등 제품특성과 신용카드 사용여부 등 대금결제방식요인이 충동구매행동을 자극하였다. 둘째, CATV 홈쇼핑에서 충동구매집단과 비충동구매집단간에는 소비자특성에 차이가 있었으며. 마케팅요인으로부터 받는 영향력도 달랐다. CATV 홈쇼핑의 충동구매여부는 소비자의 충동성향, 마케팅자극의 촉진 요인에 의해 판별되며 애고적 당색행위, 자기통제력, 대금결제방식요인, 제품요인에 의해 판별되는 것으로 나타났다. 즉, 소비자들은 CATV홈쇼핑을 시청할 때 프로그램을 즐기며 새로운 상품을 찾았으며, 마케터가 제시하는 다양한 자극들로부터 영향을 받았다. 충동구매를 하는 사람들은 소비자특성, 마케팅자극으로부터 받는 영향에 차이가 있었으며, 소비자의 충동성향과 마케팅 촉진요인은 CATV홈쇼핑에서 패션제품의 충동구매여부를 판별해주는 중요한 변수로 나타났다. The purposes of this study were to examine the conceptual structure of consumer characteristics and marketing elements affecting impulsive buying behavior of the CATV home-shopper on fashion products, and to compare the differences of consumer characteristics and marketing elements between impulsive buying shoppers and non-impulsive buying shoppers in CATV home-shopping. We collected data from 263 females of CATV home-shoppers in Busan. Data were analyzed by factor analysis, t-test, x2-test, and discriminant analysis. The results showed that the exploratory tendency of CATV home-shoppers was consisted of Patronage-orientation, and Product-orientation. The marketing elements perceived by CATV home-shoppers were composed of Promotion, Product and Payment method. There were differences of consumer characteristics and marketing elements between impulsive buying shoppers and non-impulsive buying shoppers. Especially, impulsive tendency of shoppers and promotion factor of marketing were significant variables in the impulsive buying behavior of CATV home-shopping. The results provide information about impulsive buying behavior in CATV home-shopping, useful to consumer behavior researchers and retailers.
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