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패션 인터넷 쇼핑몰에서의 위험지각과 정보원 활용이 충동구매행동에 미치는 영향
하종경,Ha, Jong-Kyung 한국생활과학회 2011 한국생활과학회지 Vol.20 No.5
The purpose of this study was to investigate the impulse buying behavior of men and women in their twenties, who have experiences of purchasing on internet shopping malls, when they buy fashion products. The data in this study was statistically analyzed using factor analysis, reliability coefficient, and multiple regression analysis using SPSS 14.0. The findings are as follows. First, factor analysis revealed five factors of impulse buying behavior during the purchase of fashion products on internet shopping malls: affective impulse buying, provocative impulse buying, situational impulse buying, reminder impulse buying, and pure impulse buying. Second, factors of perceived risk when purchasing fashion products on internet shopping malls included product quality, payment, service, and economy. Third, sources of information included personal sources of media for fashion professionals, commercials and sponsorship, and promotion. Fourth, the effect of the perceived risk on impulse buying behavior was investigated and the result showed that the perceived risk had a statistically significant influence on impulse buying behavior. Finally, the effect of the information source on impulse buying behavior was investigated and the results showed that the use of information sources had a statistically significant influence on impulse buying behavior.
인터넷 쇼핑몰에서 패션제품 소비자의 위험지각과 위험감소행동에 관한 연구
하종경(Ha, Jong Kyung) 한국생활과학회 2010 한국생활과학회지 Vol.19 No.4
This study analyzed risk perception and risk reduction behaviors of male and female college students in their twenties who purchased fashion products in internet shopping malls. It also investigated the relationship between risk perception and risk reduction behavior as well as the ways in which groups, categorized by risk perception, differed in their risk reduction behaviors. The results of this study were as follows: first, seven factors of risk perception were identified. These were product quality, shipping, product image, payment, economic feasibility, fear of other people’s reactions, and size. Six types of risk reduction behavior were also identified. These were product comparison, word-of-mouth information search, price search, preference for name-brand, service comparison, and referring to experiences. Next, a correlational analysis of the factors of risk perception and those of risk reduction behavior showed several patterns. The highest positive correlation was between economic risk perception and product comparison behavior. In addition, shipping risk perception was positively correlated with service comparison behavior and product quality and product image had a positive correlation with word-of-mouth information search behavior. Third, customers of internet shopping malls could be categorized into three groups: shipping risk perception group, high risk perception group, and product quality risk perception group. The groups were shown by factor analysis to be significantly different to each other. Finally, risk reduction behavior was investigated according to the different groups of risk perception of the internet shopping malls and the results showed significant differences among groups.
중저가 화장품 소비자의 추구혜택과 관련변인 연구 - 외모지향성, 얼굴만족도, 가격민감도, 구매기준을 중심으로
하종경(Jong kyung Ha) 한국인체미용예술학회 2017 한국인체미용예술학회지 Vol.18 No.4
This study attempted to analyze the benefits of investing in low-price cosmetics and the relevance with the related variables such as appearance orientation, face satisfaction, price sensitivity, purchase criteria, level of makeup and makeup source among college students in their 20s. The results found the following: In terms of low-price cosmetics pursuit benefits, four factors were derived: pursuit of appearance improvement, pursuit of hedonic consumption, safety pursuit and brand pursuit. ‘Appearance orientation’ had the largest effect on low-price cosmetics factors while ‘face satisfaction’ revealed an influence on ‘hedonic consumption’. According to the analysis of correlations between low-price cosmetics pursuit benefit factors and purchase criteria, ‘appearance improvement’ was correlated with skin compatibility and product capacity while ‘hedonic consumption’ was related with product quality and capacity. In ‘safety pursuit’, correlation was found between skin compatibility and product container. In addition, ‘brand pursuit’ was correlated with product container. Regarding differences in the benefits of investing in low-price cosmetics by demographic characteristics, a statistically significant difference was found by gender and age. In terms of differences by the level of makeup and makeup source, as the level of makeup increased, more diverse benefits were pursued. In ‘appearance improvement’ and ‘hedonic consumption’, ‘the Internet’ was the most important makeup source.