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연구논문 : 해외여행 동기가 쇼핑행동에 미치는 영향-상품과 매장특성을 중심으로-
전양진 ( Yang Jin Jeon ) 한국의류학회 2015 한국의류학회지 Vol.39 No.2
This study investigated how the travel motivation of Korean overseas tourists influenced shopping behavior. We first identified factors of the travel motivation and then categorized types and attributes of shopping products and shopping stores. We then examined the relationship between the travel motivation and shopping products and shopping channels. A questionnaire method was applied for this survey, while factor analysis and regression analysis were used to analyze data. The results are listed below. First, nature & leisure, rest, family, pleasure, hobby & fitness, and discovery were identified as 6 factors of travel motivation. Second, shopping products of overseas tourists were categorized into three types: fashion & luxury, daily goods, and memento. There were four attributes of products, namely, design, utility, economy, and prestige. Major types of shopping stores were souvenir shops, fashion channels and local markets; the shopping store attributes identified were location & salesperson, assortment & atmosphere, and display. Third, overseas tourists` motivation was shown to influence the selection of product types and attributes. Those who traveled for rest, family, pleasure, hobby & fitness orientation were inclined to purchase fashion & luxury goods, and daily goods; however, those who traveled for rest and hobby & fitness orientation also tended to buy memento. The effect of the travel motivation was shown to be different according to product attributes. Fourth, tourists` motivation was shown to affect store type selection and attributes. Those whose traveled for rest, family, pleasure, hobby & fitness preferred souvenir shops while those seeking nature & leisure and pleasure tended to visit fashion channels and local markets more often. Travelers seeking nature & leisure and discovery cared for all three store attributes while family oriented and pleasure seeking tourists considered shopping store location, salesperson and display attributes as important.
보문 : 패션 소셜네트워크(SNS) 사용의도 및 구전의도에 관한 연구-의복쇼핑성향, 혁신제품태도와 유행선도력의 영향을 중심으로-
박지영 ( Ji Young Park ),정성지 ( Sung Jee Chung ),전양진 ( Yang Jin Jeon ) 한국의류학회 2012 한국의류학회지 Vol.36 No.1
This study locates factors that affect the intention to use fashion SNS (social network service) and intention for word-of-mouth on fashion SNS. Independent variables were fashion shopping orientation, attitude toward innovative products, fashion leadership, and demographics. A questionnaire method was used to collect data on college students while factor analyses, multiple regression, χ2 analyses, and Pearson correlation coefficients were applied in analyzing data. Factor analyses resulted in four factors for fashion shopping orientation, three on attitude toward innovative products and two on fashion leadership. Multiple regression analyses showed that information compatibility of attitude toward innovative products had a significant impact on two models of intention to use fashion SNS and two models of intention for word-of-mouth on fashion SNS. Opinion leadership and gender were significant factors for two models of intention to use fashion SNS, which means that women are likely to have more intention to use fashion SNS. Meanwhile, fashion innovativeness was found to be a significant factor on two models of intention for word-of-mouth on fashion SNS. Shopping orientation factors were not important for any model. χ2 analyses showed that women rather than men wanted more information on online fashion shows, general fashion information, and user participation programs. Fashion major students wanted more information on online fashion shows and user participation programs than non-fashion major students.