패션 판매원의 직무적합성에 관한 연구

정인희(Ihn Hee Chung),박경옥(Kyung Ok Park),이미점(Mijeom Lee),민경선(Kyung Sun Min),강진구(Jin Koo Kang) 한국유통학회 2005 流通硏究 Vol.10 No.2

오늘날 시장에서는 제품 미학, 브랜딩 전략, 서비스 품질과 같은 감성적 요소들의 중요성 이 점점 증대되고 있으며, 특히 패션제품의 경우 구매 시점에서의 감성적 요소들은 주로 인적 판매와 관련된다. 이처럼 패션 판매원의 역할이 중요해짐에 따라 판매원이 갖추어야 할 직무적합성에 대한 검토가 필요하다. 본 연구에서는 (1) 패션 판매원의 직무적합성을 구성하는 요인을 규명하고, (2) 인구통계 특성과 직업 통계 특성 및 의복관여, 유행혁신성, 지속적 정보탐색, 직무만족과 직무적합성의 관계를 알아보았다. 연구 결과에서 패션 판매원의 직무적합성은 제품지식, 직업의식, 현 직장 관여, 마케팅 협력자로서의 자질, 고객지향성, 자기관리의 6개 요인으로 규명되었다. 패션 판매원들의 전반적인 의복관여와 유행혁신성은 높게 나타났으며, 직무적합성 요인들 중에서는 마케팅 협력자로서의 자질과 제품지식 요인에 대한 점수가 상대적으로 낮은 편이었으므로 통합적 패션마케팅을 구현하기 위해서는 섬유와 패션 관련 제품지식과 판매 정보의 전략적 활용을 포함한 판매원 교육이 필요함을 알 수 있다. 패션 판매원의 직무적합성은 의복관여, 유행혁신성, 지속적 정보탐색, 직무만족과 정적 상관관계를 보였다. 본 연구에서 직무적합성과 유의한 관계를 보인 척도들은 패션 유통 업체들의 판매원 관리에 직무적합성 검증을 위한 지표로 사용될 수 있을 것이다. The importance of emotional factors like as product aesthetics, branding strategies and service quality is increasing in today's marketplace. At the point of fashion product purchases, emotional factor is mainly related to personal selling. Researches related to job aptitudity of fashion salesperson are necessary as their role becoming more serious. This study was designed (1) to determine factors of job aptitudity of fashion salesperson; and (2) to examine relations between job aptitudity of fashion salesperson and other variables: demographics, job statistics, fashion involvement, fashion innovativeness, ongoing information searching and job satisfaction. As a result, job aptitudty of fashion salesperson was determined into six dimensions by factor analysis: product knowledge, professionalism, involvement to the present profession, marketing cooperator, customer orientation and self management. Marketing cooperator and product knowledge was relatively low compared to other aptitudity factors. This finding suggests that the special education programs including textile/fashion product knowledge and value of field information for fashion salesperson is needed to enhance the integrated fashion marketing. The job aptitudity of salesperson was correlated with fashion involvement, fashion innovativeness, ongoing information searching, and job satisfaction. The job aptitudity-related scales which showed significant relation to job aptitudity in this study could be used as the index to examine the job aptitudity of potential employees of fashion retail company.

CRM 관점에서 본 온라인 의류업체의 고객정보관리

정인희(Ihn Hee Chung),김순철(Soon Chul Kim),황인도(In Do Hwang),정지욱(Ji Wook Jung),추호정(Ho Jung Choo) 한국복식학회 2006 服飾 Vol.56 No.2

패션 상품 구매 과정에서의 다중 경로 활용과 경로별 위험 지각 차이 -대학생 성별에 따른 비교-

정인희 ( Ihn Hee Chung ) 한국의류학회 2014 한국의류학회지 Vol.38 No.2

This study investigated consumers` multi-channel behavior for fashion product purchases and compared perceived risks by channel type. A survey involving male and female college students was conducted in the Daegu and Gyungbuk area in December 2013. A total of 400 responses were analyzed using descriptive statistics, chi-square analysis, independent sample t-test, paired t-test, factor analysis, and reliability analysis. An internet shopping mall was the most frequently chosen retailer type for fashion product purchases and information searches. In addition, respondents also preferred independent branded stores, department stores, and non-branded stores. The number of retailer types for clothing item purchases ranged from 1 to 6 and the average was 3.06. The number of retailer types was significantly higher in women groups according to gender variables. Perceived risk had the highest evaluation score for internet shopping malls. Department stores were recognized as a reliable retailer type. The construct of perceived risk was shown as similar in off-line stores such as department stores, independent branded stores, and non-branded stores. Instead, the construct was differentiated from the case of internet shopping malls. Some insightful suggestions were suggested for future research and industrial marketing plans based on the results.

연구논문 : 자기 이미지 일치성과 의복 선호 및 준거 가격이 지불의도 가격에 미치는 영향

정인희 ( Ihn Hee Chung ) 한국의류학회 2016 한국의류학회지 Vol.40 No.1

In this study, the notion of payment intention price was introduced and examined in relation with selfimage congruence, clothing preference and two types of reference price: expected price and fair price. One hundred samples of female collegiate students participated in the group survey and responded to the instrument including variables of clothing image evaluation, clothing preference, reference price, payment intention price toward a one-piece dress as the stimulus, and ideal self-image perception. Descriptive statistics, correlations, and regressions were applied on data analysis. The results were as follow. Payment intention price was determined by clothing preference and fair price, and the explaining power of fair price was greater than clothing preference. One confirmatory path was observed that self-image congruence effects clothing preference, and then clothing preference effects payment intention price. The other confirmatory path was from expected price to fair price and fair price to payment intention price.

패션 상품 아이템 개발을 위한 창의적 발상법의 활용 -벨벳 상품의 사례-

정인희 ( Ihn Hee Chung ) 한국의류학회 2013 한국의류학회지 Vol.37 No.2

This study presents the process of fashion item development with velvet through creative thinking methods. Creativity is one of the most important requirements for a successful job career and education enhancing creative thinking is needed in the area of fabrication product design and marketing strategy development. Velvet was selected as a research stimulus because it is a luxurious fabric with various differential properties such as a soft touch unique luster excellent drapability and fine physical properties. The research methodology included creative thinking methods review the selection of the tools idea sourcing and listing sequential idea evaluation and sample product making. After review of the various creative thinking methods a combination method and forced connection method were employed as research tools to confirm the usefulness of creative thinking training because of their independence of use and application simplicity. A total of 12 university students participated as subjects in this research. After some training each student derived ten ideas for velvet products that utilized a combination method and forced connection method. A total of 120 ideas were evaluated for novelty technical possibility practicality and marketability; subsequently 24 ideas were adopted and developed as sample products. The effectiveness of creativity education in fabrication and product design classes was verified through the whole process of product planning.

연구논문 : 유행 혁신성과 품목별 활용도가 정장 및 등산복의 가격 지각에 미치는 영향에서의 성별 차이

정인희 ( Ihn Hee Chung ) 한국의류학회 2013 한국의류학회지 Vol.37 No.7

This study investigates the effects of fashion innovativeness and utilization on the price perception of formal wear and climbing wear as well as gender differences on price perception and the relationship of the variables. Price perception measurements were based on reference price and reservation price; subsequently, a premium price ratio was calculated based on the measured prices. A survey that involved male and female adult consumers was conducted in Daegu in August 2011. A total of 321 responses were analyzed using descriptive statistics, factor analysis, reliability analysis, correlations and independent sample t-test. Two factors of fashion innovativeness were derived and named as unique-oriented innovativeness and changeoriented innovativeness. The utilization of formal wear and climbing wear was higher in the male group versus the female group. Reference price and reservation price were identified similar to the actual consumer purchasing prices reported in previous studies. Male consumers showed a tendency in price perception in accordance with the utilization. The change-oriented innovativeness of the female group led to a positive relationship with the perceived price of climbing jackets.

보문 : 병,의원의 환자용 의류제품 관리 현황

정인희 ( Ihn Hee Chung ),정혜원 ( Hae Won Chung ),유효선 ( Hyo Seon Ryu ),최혜선 ( Hei Sun Choi ),최정화 ( Jeong Wha Choi ),정운선 ( Woon Seon Jeong ),이윤정 ( Yun Jung Lee ) 한국의류학회 2010 한국의류학회지 Vol.34 No.2

성별과 연령층에 따른 병,의원의 의류 제품 소비 경험 -환자복 및 의료보조용품 개선 방안 도출을 위해

정인희 ( Ihn Hee Chung ),이윤정 ( Yun Jung Lee ),유효선 ( Hyo Seon Ryu ),최혜선 ( Hei Sun Choi ),정혜원 ( Hae Won Chung ),홍경희 ( Kyung Hi Hong ),박명자 ( Myung Ja Park ) 韓國衣類學會 2010 한국의류학회지 Vol.34 No.1

내재적 혁신성과 상품 관심이 특정 상품에 대한 소비자 혁신성에 미치는 영향

정인희 ( Ihn Hee Chung ),조윤진 ( Yun Jin Cho ) 대한가정학회 2018 Human Ecology Research(HER) Vol.56 No.2

This study investigated consumer innovativeness by examining a relationship model of innate innovativeness, product interest, product-specific innovativenss, and actualized innovativeness for eight product items as well as observed gender differences in the variables. The eight product items for the survey were smartphones, movies, clothing, cars, skin care products/cosmetics, traveling, AI products, and books. An online survey was conducted in January 2018, and 400 responses from male and female consumers in their twenties and thirties, were analyzed using reliability test, descriptive statistics, regression, and ANCOVA. The positive effect of innate innovativeness and product interest on product-specific innovativeness, and positive effect of innate innovativeness and productspecific innovativeness on actualized innovativeness were confirmed. Product interest was found to have a stronger power on product-specific innovativeness than innate innovativeness. Gender differences in product interest, product-specific innovativeness, and actualized innovativeness were identified as hypothesized. Female consumer’s clothing interest, clothing innovativenss, and actualized clothing innovativeness were higher than male consumers; in addition, male consumer’s cars and AI interest, cars and AI innovativenss, and actualized cars and AI innovativeness were higher than female’s. The controversial results that indicated the higher innate innovativeness of male consumers useful to further in-depth discussion and research. This study contributed to the theory construction of consumer innovativeness research areas and offered practical implications for new product launching and customer relationship management.

소비자 성별에 따른 상품 유형별 관심도 차이, 내재적 혁신성과의 상관관계 및 상품 지각 구조 분석

정인희 ( Ihn Hee Chung ) 한국의류학회 2015 한국의류학회지 Vol.39 No.4

This study investigated difference of product interest and its relation to consumers` innate innovativeness according to gender as well as compared the perceptive construct of products between male and female consumers. A survey involving male and female college students was conducted in the Daegu and Gyeong-buk areas in December 2013. Subsequently, 400 responses were analyzed using descriptive statistics, correlations, independent sample t-test, reliability analysis, ANCOVA, and multidimensional scaling. Among 45 products, male respondents showed a significantly high degree of interest over 12 categories such as watches, desktop computers, cars, sports products, and video games compared to females. The female sample showed a significantly high degree of interest for 29 product categories such as clothing, movies, skin care shops, cosmetics, eating-out, teeth whitening, coffee, cameras, and performances compared to males. Innovative male consumers were interested in traveling, movies, clothing, eating-out, running shoes, and wallets; however, female consumers` innovativeness was significantly related to previously determined items of interest. Two dimensions explaining the male consumers` products perception construct were `hard versus soft` and `usual versus special`. Instead, female consumers` were `special versus usual` and `expressive versus functional`.