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양원정;서민정;박재옥;이규혜 한양대학교 2006 韓國 生活 科學 硏究 Vol.26 No.2
Differentiated On Off line channel strategies are getting more attention due to conflicts between Off line channel and active E commerce. Choosing an appropriate channel strategy can prevent apparel products from clashing in market and manage each channel more efficiently. In fashion industry, product prices are flexible because of the short product life cycle and different distribution channels. It is essential to understand consumers’ apparel price cue perception when purchasing apparel in both On line and Off line. The objectives of this study was to examine the effects of apparel price cues on perceived savings and purchase intention in On line versus Off line retail channel. 303 quetionnaires from internet experienced women were used for the data analysis. Statistical analyses employed in this study were descriptive statistics, reliabilities conjoint analysis and regression. Overall, the perceived importance of apparel price cues were different between On line and Off line channels and each apparel price cue affected perceived savings and purchase intention differently according to distribution channels. Therefore, by considering characteristics of apparel price cue in On line versus Off line channels, differentiated channel strategies should be imposed to implement more effective marketing strategies.
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