해외 진출 섬유/의류기업의 해외사업지식에 관한 탐색적 연구

추호정,최미영 동의대학교 경제경영전략연구소 2011 經濟經營硏究 Vol.6 No.2

This study aims to understand the critical role of foreign business knowledge on the development of market seeking internationalization of Korean textile/apparel firms. Korean textile/apparel firms have focused on production efficiency seeking internationalization in China and other developing countries, while leading foreign firms actively became involved in market seeking international business in these countries. This study proposes the conceptual model of the developmental transition from production efficiency seeking internationalization to market seeking internationalization with the emphasis on the role of foreign business knowledge. Foreign business knowledge is expected to be accumulated from previous experience in the foreign market mostly related to production efficiency seeking activities. Data collected from survey research and in-depth interview are analyzed, and findings are discussed. Finally implication for the industry is discussed.

사용만족과 소비자 혁신성이 스마트폰 적극적 사용행동에 미치는 영향

추호정,윤남희 한국마케팅관리학회 2011 마케팅관리연구 Vol.16 No.4

The process of smartphone use begins with purchase of the hardware and continues as consumers use the embedded software as well as download, install and use more applications. In particular, users repeatedly and continuously explore new applications, and additionally purchase them to more actively use their smartphones. This study defines consumers' continuous explorations and additional purchase intentions of new applications as active use behavior; verifies how their use satisfaction and inherent innovativeness affect their active smartphone-use behavior, and how the levels of their relationship with smartphones influence their use satisfaction that affects active smartphone-use behavior. This study surveyed on-line consumer panels. Responses from 487 respondents in their 20s and 30s who own smartphones and had downloaded and used applications were analyzed to test hypotheses. The analysis results showed that continuous explorations of new applications strongly promoted the influence of consumers' use satisfaction and innovativeness on their additional purchase intentions, and thus confirmed that an ongoing search for information was a critical factor for active smartphone-use. It was also identified that their relationship with smartphones controlled the influence of use experiences on additional purchase intentions. In particular, when users develop strong emotional relationships with their smartphones, their intentions to additionally purchase applications are directly affected by their use satisfaction. On the other hand, when such emotional attachment is weak, ongoing searches for applications have greater impact on users' additional purchase intentions. As the application market is regarded as an important market due to its rapid growth and its complementary relationships with diverse mobile devices, this study verified that the active smartphone-use behavior, particularly using applications, was equally affected by users' experience and their innovativeness. These findings suggest that companies should develop not only innovative applications, but also strategies that can induce consumers' continuous explorations and purchases. Therefore, future studies may investigate key preceding variables regarding mobile behavior. 스마트폰의 사용과정은 하드웨어인 스마트폰의 구매로 개시되며, 스마트폰에 기본적으로 탑재된 소프트웨어의 사용과 함께 다양한 어플리케이션을 구매하고 이들을 기기에 내려 받아 사용하게 되는 과정으로 이루어지게 된다. 특히 반복적이고 지속적으로 새로운 어플리케이션을 탐색하고 추가 구매하여 어플리케이션을 적극적으로 활용하면서 스마트폰을 사용하게 된다. 본 연구는 새로운 어플리케이션의 지속적 탐색과 추가 구매의도를 스마트폰의 적극적 사용행동으로 규정하고, 사용경험을 통해 얻는 스마트폰의 사용만족과 소비자의 내재적 혁신성이 스마트폰 적극적 사용행동에 어떠한 영향을 미치는 검증하였다. 그리고 스마트폰과 형성된 관계수준에 따라 스마트폰 적극적 사용행동에 미치는 사용만족의 영향의 차이를 살펴보았다. 스마트폰을 소유하고 어플리케이션을 직접 다운로드하여 사용한 경험이 있는 20-30대 소비자 478명의 설문조사 결과를 분석하였다. 사용만족과 혁신성이 어플리케이션 추가 구매의도에 미치는 영향에 있어 어플리케이션의 지속적 탐색이 완전 매개하는 것으로 나타나, 적극적인 스마트폰 사용행동에 지속적인 정보탐색이 중요한 구성 요인이 됨을 확인하였다. 또한 스마트폰과의 감정적 애착 관계는 어플리케이션 추가 구매의도에 대한 사용경험의 영향을 조절함을 확인하였다. 특히 자신이 사용하고 있는 스마트폰에 대한 애착감정이 높을 때 새로운 어플리케이션의 추가 구매의도는 스마트폰 사용만족으로부터 직접적인 영향을 받으며, 애착감정이 낮을 때는 어플리케이션 지속적 탐색을 통한 추가 구매의도에 이르는 효과가 커짐을 확인하였다. 최근 급속한 시장의 확대와 다양한 모바일 기기와의 상호보완성으로 어플리케이션 시장의 중요성이 인식되고 있는 가운데, 본 연구의 결과는 어플리케이션을 이용하는 적극적인 스마트폰 사용행동은 사용경험과 대등하게 소비자 혁신성의 영향을 받는 것을 확인하였고, 기업의 혁신적인 어플리케이션의 개발과 함께 소비자의 지속적으로 탐색과 구매를 유도하기 위한 전략이 중요함을 시사하는 것으로 향후 모바일 행동의 주요 선행변인들과 논의될 필요가 있을 것이다.

패스트 패션의 글로벌 확산

추호정 한국유통학회 2012 한국유통학회 학술대회 발표논문집 Vol.2012 No.10

New Elderly Consumers' Fashion Innovativeness and Monthly Spending on Clothing: Focusing on Moderating Role of Materialism

추호정,홍경희,문희강 한국복식학회 2010 International journal of costume and fashion Vol.10 No.1

New elderly consumer market composed of consumers 50 years or older has both resemblance and difference with younger fashion market. This study aimed to examine the effect of socio-demographic and psychological factors on fashion innovativeness and monthly spending on clothing of new aged elderly consumers with the moderating role of materialism. The study found that socio-demographic factors tended to have direct effects on clothing spending, while psychographic factors have both direct effect and indirect effect through fashion innovativeness. The mediating role of fashion innovativeness in predicting clothing spending was found to be moderated by materialism of new elderly consumers. Marketing implications and limitations were discussed.

Fast Fashion Avoidance Model

추호정,김현숙 한국유통학회 2012 한국유통학회 학술대회 발표논문집 Vol.2012 No.6

Visual merchandising strategies for fashion retailers

추호정,윤소연 한국마케팅과학회 2015 Journal of Global Fashion Marketing Vol.6 No.1

This article discusses the emerging role of visual merchandising for fashion retailers asa competitive strategy. Three research papers are introduced for the Journal of GlobalFashion Marketing’s 2014 special issue on visual merchandising. The fashion retailmarket has been changing faster than any other market and this change is not a gradualone; it is, rather, revolutionary. One of the most important factors leading this change isthe emergence of online shopping, including all different kinds of non-brick-andmortarcommerce through mobile devices, television and kiosks. Fashion retailers whomaintain their physical stores must cope with the raised expectations and evolvedshopping habits of customers, who are concurrently able to enjoy cyber shoppinganywhere in the world

패션 혁신성이 스마트폰 어플리케이션 정보탐색 및 사용의도에 미치는 영향

추호정,윤남희 한국의류학회 2011 한국의류학회 학술대회논문집 Vol.2011 No.-

소비자의 패션 관여도와 혁신성이 옷장활용도에 미치는 영향

추호정,심소연,이하경,김하빈 한국소비자학회 2013 한국소비자학회 학술대회 Vol.2013 No.5

베트남 MZ세대의 다차원적 소비가치에 대한 연구 -소비가치 요인과 인구통계학적 특성 및 글로벌 소비성향의 관련성을 중심으로-

추호정,장주연,백은수,이하경,김하빈 한국의류학회 2022 한국의류학회지 Vol.46 No.5

As an emerging market with rapid economic growth, while being a key region of the K-culture expansion, Vietnam draws increasing scientific attention. This study focuses on the MZ generation, Vietnam's leading consumer group, revealing their consumption value structure. An online survey was used for data collection purposes, investigating 368 Vietnamese consumers between 18-37 years of age. Six value dimensions were derived as results of the present analysis: functional, emotional, social, ethical, self-expression, and autonomy-oriented value. Among them, functional value includes two sub-dimensions of utility and price, while emotional value entails three sub-dimensions, namely hedonism, novelty, and aesthetics. ‘Self-expression value’ and ‘autonomy-oriented value’, reflecting the characteristics of the MZ generation, who actively express themselves and respect proactive decision-making, are becoming important standards of the consumption attitude of young Vietnamese. Moreover, the pursuit of ‘novelty’ was derived as a factor reflecting emotional values, revealing an association between hedonic consumption, and seeking for newness and difference. Furthermore, the relationships between each consumption value dimension, respective demographic characteristics, and global consumption propensity were investigated. The present findings aim to provide insights into young Vietnamese consumers' attitudes and intend to serve as a foundation for future research.

동대문시장의 구매자-공급자 관계에 관한 탐색적 연구

추호정 한국마케팅연구원 2007 마케팅 Vol.41 No.6