구매빈도에 따른 모바일 패션제품 구매에 대한 확장된 기술수용모델의 차이

채진미 한국패션디자인학회 2016 한국패션디자인학회지 Vol.16 No.3

본 연구는 모바일 환경에서 패션제품을 구매할 때 소비자의 구매의도에 영향을 주는 요인들로 구성한 확장된 기술수용모델(TAM: technology acceptance model)을 검증하고자 하였다. 모바일을 통해 최근 1년 동안패션제품을 구매한 빈도에 따라 구매빈도 고집단과 저집단으로 분류하여 확장된 TAM의 차이를 분석하였다. 스마트 폰을 사용하여 패션 브랜드나 쇼핑몰 앱, 유통업체 앱을 통해 패션제품을 구매한 경험이 있는 20∼30 대 성인을 대상으로 설문지 조사를 시행하였으며, 430부의 유효한 데이터를 이용하여 t-test, Amos 19.0을 이용한 다중집단 요인분석을 하였다. 분석 결과는 다음과 같다. 첫째, 확장된 TAM을 구성하는 변수들인 모바일 상거래 특성 요인들(보안성, 유희성, 개인화), 지각된 사용용이성(PEOU), 지각된 유용성(PU)에 있어서 구매빈도 고집단과 저집단 간에 유의한 차이가 있었다. 둘째, 확장된 TAM은 구매빈도 고집단/저집단의 구매의도를 설명하는데 적합한 모델로 확인되었다. 구매빈도 고집단에서는 개인화가 지각된 유용성에 주는 영향을제외한 모든 경로에서 유의한 영향을 나타냈으며, 저집단에서는 지각된 사용용이성이 구매의도에 주는 영향을 제외한 모든 경로에서 유의한 영향관계가 있는 것으로 나타났다. 셋째, 구매빈도 고집단과 저집단 간에확장된 TAM에 있어서 차이가 있는지를 분석한 결과 8개의 경로 중 4개의 경로에서 유의한 차이가 있음이입증되었다. 지각된 사용용이성이 지각된 유용성과 구매의도에 미치는 영향은 구매빈도 고집단이 저집단보다 높은 것으로 나타났고, 개인화가 지각된 유용성에 미치는 영향과 지각된 유용성이 구매의도에 미치는 영향은 구매빈도 저집단이 고집단보다 높은 것으로 확인되었다. 이와 같은 분석결과를 통해 소비자의 구매경험정도에 따라 구매행동에 차이가 있음을 확인할 수 있으므로, 모바일 마케터들은 소비자의 구매경험 수준에따른 차별화된 고객 관리를 할 필요가 있음을 시사한다. This study identified differences of the extended TAM(Technology Acceptance Model) explaining variables which affected consumer's purchase intention in mobile fashion shopping according to classified consumers depending on the level of purchase frequency. The TAM was extended by constructing factors of mobile commerce characteristics including security, enjoyment, and personalization. The survey was limited to adults in their 20's∼30's who had purchased fashion products in a mobile shopping mall. 430 subjects were divided into two groups(high purchasers/low purchasers) based on the purchase frequency of fashion products. The results of this study were as follows: First, there were significant differences in mobile commerce characteristic variables, perceived ease of use(PEOU), and perceived usefulness(PU) between high purchaser and low purchaser. Second, The extended TAM was proved to be an acceptable model to explain the influencing factors on consumer's purchase intention in two classified groups. Third, personalization did not influence on PU in high purchaser, while PEOU did not influence on PI in low purchaser. Other paths were significant in each group. Fourth, there were significant differences in four paths among eight paths between high purchasers and low purchasers. PEOU of high purchasers showed a higher impact on PU and PI than that of low purchasers. Personalization of low purchases had a higher impact on PU, and PU had a higher impact on PI than that of high purchasers. These results suggest that mobile marketers need to manage customers differently according to their levels of purchase experiences.

MP3 기능 재킷과 심박 모니터링 스포츠웨어에 대한 소비자 수용 모델

채진미,조현승,이주현 한국감성과학회 2009 춘계학술대회 Vol.2009 No.-

본 연구에서는 스마트 의류에 대하여 소비자들이 느끼는 지각된 가치가 소비자 수용도에 미치는 영향을 조사하고자 하였다. 이를 위해 MP3 기능 재킷과 심박 모니터링 스포츠웨어를 대상으로 소비자들의 수용도에 대한 연구모형을 수립하였고, 선행연구들을 근거로 각 구성요인 간의 관계에 대해 연구가설을 설정하였으며, 그 경로가설을 검증하였다. Davis(1989)가 제안한 TAM을 적용하여 스마트 의류의 수용과정을 설명한 결과 모형의 적합성을 검증하였으며, 8 개의 경로가설 중 6 개의 경로가 통계적으로 유의함이 밝혀져 채택되었다. 그 결과는, 첫째, 지각된 사용용이성은 유용성을 거쳐 태도에 간접적으로 영향을 주었고, 태도는 다시 수용의도에 영향을 주는 것으로 나타났다. 둘째, 지각된 유용성은 지각된 가치에 대한 태도에 영향을 주는 것으로 나타났으나, 스마트 의류의 수용의도에는 영향을 미치지 않는 것으로 분석되었다. 셋째, 지각된 가치가 스마트 의류에 대한 태도와 수용의도에 둘 다 영향을 미치는 것으로 나타났다. 넷째, 스마트 의류에 대한 태도는 구매의도에 영향을 미치는 것으로 나타났다.

다채널 유통환경에서 의류제품 구매자들의 정보원이용과 구매채널 선택

채진미 한국의상디자인학회 2020 한국의상디자인학회지 Vol.22 No.2

The purpose of this study is to investigate the consumers’ characteristics in terms of information source usage and purchase channel choice focusing on apparel purchasers in the multichannel retailing environment. The specific research objects are as follows: analyzing consumer’s information source usage and purchase channel choice when buying their own clothing, examining the differences of consumers’ characteristics according to the groups who are classified by their information source usages, and examining the differences of consumers’ characteristics according to the purchase channel choice. The data was collected from adults over 20 years of age who had bought their own clothing within the last year. The questionnaire was carried out during September 2019, using a professional internet research panel, and 490 useful data sets were analyzed by utilizing descriptive statistics, factor analysis, reliability analysis, chi-squared test, ANOVA and a Duncan-test using SPSS 21.0. The findings showed that there were also significant differences of consumers’ characteristics which included age, gender, monthly clothing expenditure, purchase price, shopping value and perceived risk according to the consumer’s information source usage and their purchase channel choice.

연령과 사회계층 변인에 따른 해외 명품에 대한 태도와 구매빈도

채진미 韓國衣類學會 2005 한국의류학회지 Vol.29 No.6

정보탐색과 구매결정에 있어서 채널이동 소비자들에 대한 연구

채진미 한국의류산업학회 2019 한국의류산업학회지 Vol.21 No.6

This study investigates differences in demographic characteristics, shopping orientation, perceived risk, and satisfaction after purchase among consumer types. This study classifies consumer types according to their channel transition behaviors between the online and offline channels with a focus on the steps of information research and buying decision in buying decision-making process. The four consumer groups are as follows: off-off type (offline research-offline purchase), on-on type (online research-online purchase), on-off type (online research-offline purchase) and on/off-off type (online and offline research-offline purchase), off-on type (offline research-online purchase) and on/off-on type (online and offline research-online purchase). Data were collected from adults over 20 years old who had bought clothes within one year. The questionnaire was carried out from July, 2019 using a professional internet research panel; in addition, 500 sets of useful data were analyzed by descriptive statistics, factor analysis, reliability analysis, chi-squared test, ANOVA and Duncan-test using SPSS 21.0. The findings showed significant differences among the classified consumer groups for consumer demographics, shopping orientation, perceived risk, and purchase after satisfaction. The results imply that consumers show a variety of channel transition behaviors based on demographic variables, shopping orientation, and perceived risk. Understanding and adapting to consumer purchase behaviors will allow company distribution channels to be effectively managed and eventually increase consumer satisfaction as well as company sales volume.

패션 쇼핑성향이 모바일 구매의도에 미치는 영향 - 성별/구매빈도에 따른 차이 -

채진미 복식문화학회 2016 服飾文化硏究 Vol.24 No.4

The purposes of this study were to: 1) identify sub-factors of fashion shopping orientation (FSO) in adults aged 20 through 39, and analyze the differences among those FSO factors according to classified groups, which were based on gender and purchase frequency in a mobile shopping mall, and 2) to investigate the effects of FSO factors on mobile purchase intention according to the same classified groups. The questionnaire was conducted from November 10, 2015 to November 20, 2015 and its 432 respondents were classified into four groups, which were male/heavy purchaser, male/light purchaser, female/heavy purchaser, and female/light purchaser. The results of this study were as follows: First, fashion shopping orientation consisted of five sub-factors, which included “conspicuous brand pursuit”, “economic pursuit”, “pleasure/trend pursuit”, “impulse shopping”, and “convenience pursuit”. Second, There were significant differences in three factors of FSO between male purchasers and female purchasers. Male purchasers showed higher tendency than female purchasers in “conspicuous brand pursuit”, while female purchasers showed higher tendency than male purchasers in “economic pursuit” and “convenience pursuit”. All the factors of FSO showed significant differences among the classified groups. Third, “economic pursuit”, “pleasure/trend pursuit” and “convenience pursuit” affected mobile purchase intention in the case of male purchasers while “economic pursuit” and “conspicuous brand pursuit” had a influence on mobile purchase intention in the case of female purchasers. Fourth, the factors of FSO affected mobile purchase intention partly in each group. In conclusion. “economic pursuit” was proven to be the main influential factor to induce consumers to have a mobile purchase intention.

액티브 시니어 소비자들의 의복구매행동-성별과 쇼핑성향 유형에 따른 비교-

채진미 한국의류산업학회 2020 한국의류산업학회지 Vol.22 No.1

This study investigates the clothing purchase behavior of active seniors in their 50s and 60s. Differences of clothing purchase behaviors were examined according to gender and the group classified by shopping orientation. Data were collected from September 2 to September 9, 2019 using a professional internet research panel; subsequently, 246 sets of useful data were analyzed by descriptive statistics, factor analysis, reliability analysis, t-test, chi-squared test, ANOVA and Duncan-test using SPSS 21.0. The results of this study were as follows. First, there were significant differences in clothing purchase behavior of purchase frequency, purchase item, purchase price, and purchase channel according to gender; therefore marketers need plan different merchandising and retailing strategies between man’s wear and woman’s wear. Second. the result of cluster analysis by shopping orientation showed that active seniors were categorized into four groups including ‘active shopping pursuit’, ‘economic/pleasure pursuit’, ‘convenience/brand pursuit’, and ‘passive shopping pursuit’. Third, there were significant differences in demographic variables such as gender and occupation according to four categorized groups. In addition, the significant differences of clothing purchase behaviors were verified according to four groups. ‘Active shopping pursuit’ group was shown to make the best use of offline channels and online channels in information research and product purchase.

연령과 의복쇼핑성향 유형에 따른 의복구매행동

채진미 한국의류학회 2020 한국의류학회지 Vol.44 No.1

This study examines age differences with respect to consumers’ clothing purchase behavior. First, the differences of age groups were investigated according to clothing purchase behavior, which include purchase item, purchase price, purchase channel, information resources, purchase frequency, and monthly clothing expenditures. Second, the differences of segmented groups by age variable were investigated according to clothing purchase behaviors after segmenting consumers by clothing shopping orientation. An on-line survey was conducted from July 2 to July 10, 2019, and 500 data were collected from adults aged 20s to 60s who had bought their own clothes within one year. Data were analyzed by descriptive statistics, factor analysis, reliability analysis, chi-squared test, ANOVA and Duncan-test using SPSS 21.0. This findings showed that there were significant differences in purchase item, purchase price, purchase channel, purchase frequency, and information resources according to age group. As a result of segmentation by shopping orientation, consumers were classified into three groups of high shopping involvement, low shopping involvement, and economic pursuit. In addition, there were partly significant differences in clothing purchase behavior according to classified groups by age variable.

모바일 패션 쇼핑 이용정도에 따른 소비자의 쇼핑성향과 지각된 가치

채진미 복식문화학회 2016 服飾文化硏究 Vol.24 No.1

The purpose of this study is to investigate the differences in fashion shopping orientation and perceived value according to the level of use of mobile fashion shopping. Furthermore, the effect of fashion shopping orientation on perceived value was analyzed. To estimate the level of use of mobile fashion shopping, respondents were classified into four different groups in terms of their frequency of buying fashion products and the period for which they had bought fashion products. The survey was limited to adults aged 20-40 years who had purchased fashion products in a mobile shopping mall. The questionnaire was carried out from April 15, 2015 to April 22, 2015 and 430 sets of useful response data were analyzed using SPSS 17.0. The results of this study were as follows: First, fashion shopping orientation for mobile shopping consumers was divided into four factors as follows: convenience/ economic shopping, ostentation/trend shopping, enjoyment shopping, and impulse shopping. Second, there was a significant difference in all the fashion shopping orientation factors except for convenience/economic shopping according to each classified group: short/few, long/few, short/many, and long/many. In addition, there was a significant difference in perceived value according to each group. Third, all the fashion shopping orientation factors except for impulse shopping had a significant influence on perceived value. Fourth, fashion shopping orientation factors had a slightly significant influence on the perceived value according to each group.

Consumer Acceptance Model of Smart Clothing according to Innovation

채진미 대한가정학회 2009 International Journal of Human Ecology Vol.10 No.1

This study identified the appropriateness of acceptance models of smart clothing and differences in the hypothesis of the path to clothing acceptance by classifying consumers depending on the level of technology innovation and fashion innovation through the extended TAM (Technology Acceptance Model) presented by Chae (2009). 815 copies of data were collected from adults over twenty living in major South Korean cities and analyzed them using a SPSS 15.0 and AMOS 5.0 package. Based on the average value of technology innovation and fashion innovation, the respondents were classified into: Group 1 with high technology innovation and fashion innovation, Group 2 with high technology innovation but low fashion innovation, Group 3 with low technology innovation but high fashion innovation, and Group 4 with low technology innovation and fashion innovation. The appropriateness of models for the four classified groups was verified. The analysis proved that an extended TAM for each classified group explains the acceptance process of smart clothing; especially the appropriateness of model of Group 1 and Group 4 was comparatively higher than other groups. Perceived usefulness was revealed as the key variable that affects consumer attitudes to accept smart clothing. Perceived ease of use has indirect positive effects on consumer attitudes passing through perceived usefulness and clothing involvement partly exerted impacts on consumer attitudes and the intention of acceptance. The mediating role of attitudes to explain the intention of the acceptance of smart clothing is high and suggests that it is necessary to take a positive role to help the consumer perceive the functional and useful aspects of the clothing.