소상공인 패션판매업자의 온라인 판매채널 연구: 포털쇼핑몰과 패션쇼핑몰(종합물/전문몰)을 중심으로

손미영 ( Mi Young Son ) 대한가정학회 2021 Human Ecology Research(HER) Vol.59 No.4

The aim of this study was to analyze the perceptions and entering status of small business online fashion retailers on portal shopping and fashion shopping malls. Case studies were conducted on a total of 10 research samples. The results were as follows: first, regarding the strategic factors of online fashion stores, ‘price competitiveness’ is important, especially in portal shopping and low-cost brands; ‘product assortment’ is important but not essential in all platforms; and ‘differentiation’ is important to continuously secure loyal customers in fashion shopping malls. Customer satisfaction leads to customer loyalty, and customer loyalty affects the sales conversion rate and brand growth of online sales channels. Factors that promoted sales activities in online sales channels were exposure, advertisements, SNS, events, special exhibitions, and events. Hindrance factors were low price competition, overheated competition, and the MD of sales channels. Second, the research samples used multiple online sales channels, including portal shopping malls and fashion shopping malls, in addition to their own malls. The selection factors were platform reputation and commission, branding, and customer inflow through exposure. Portal shopping malls were perceived as providing easy access, advertising/customer communication, exposure/search, price competitiveness, scalability, and intense competition, whereas fashion shopping malls were perceived as providing a brand image and concept, brand promotion, high commissions, difficult entry, and low profits. The factors for success in portal shopping malls were exposure/search, price competitiveness, and brand recognition, whereas the factors for success in fashion shopping malls were differentiation, brand, exposure/advertisement, product assortment, and MD.

온라인 패션 쇼핑몰의 판매촉진전략 분석

이민경 ( Lee Min Gyung ),김현주 ( Kim Hyeon Ju ) 한국상품문화디자인학회(구 한국패키지디자인학회) 2021 상품문화디자인학연구 Vol.64 No.-

본 연구는 20대 대상 여성 패션 쇼핑몰에서 시행하고 있는 판매촉진 전략의 유형과 특징을 분석하는데 연구의 목적을 두었다. 이와 같은 연구목적을 위해, 먼저 지그재그 패션 쇼핑 앱에서 제공하는 쇼핑몰 순위를 2021년 1월 12일부터 1월 31일까지 총20일 동안 검색하고, 분석 대상으로 TOP10 패션 쇼핑몰을 선정하였다. 둘째, 선정된 TOP10 패션 쇼핑몰에서 시행되는 판매촉진 유형과 특징을 분석하기 위해 2021년 1월 12일부터 2월 11일까지 총30일간 판매촉진 전략을 분석하였다. 본 연구의 결과는 다음과 같다 : 첫째, 모든 TOP10 패션 쇼핑몰에서 신상품, 회원등급별 할인 등과 같은 가격할인 판매촉진전략이 가장 중요한 유형으로 활용되고 있었으며 둘째 가치부가 판매촉진 유형에서는 실질적인 구매에 도움을 주는 SNS활용, 구매후기, 커뮤니티 등과 같은 커뮤니케이션 지향적 판매촉진 수단의 활용도가 가장 높은 것으로 나타났다. 본 연구는 경쟁력 있는 경쟁쇼핑몰, 신규 쇼핑몰, 그리고 창업을 준비하는 실무자들에게 효과적이고 다양한 판촉 전략을 수립하기 위한 아이디어 데이터를 제공하는 연구의 의미를 갖는다. The purpose of this study is to analyze the types and characteristics of sales promotion strategies that are being implemented in women's fashion shopping malls in their twenties. For this study, first, the fashion shopping mall rankings provided by the zigzag fashion shopping app were searched for a total of 20 days from January 12st to January 31st, 2021, and the top 10 fashion shopping malls were selected as targets for analysis. Second, in order to analyze the types and characteristics of sales promotion implemented in the selected top 10 fashion shopping malls, sales promotion strategies for a total of 30 days from January 12 to February 11, 2021 were analyzed. The results of this study were as follows : First, in all the top 10 fashion shopping malls, price-off promotion strategies such as new products and discount by member level were used as the most important type. Second, in the value-added sales promotion type, the use of communication-oriented sales promotion means such as the use of SNS, purchase reviews, and communities to help with actual purchases was found to be the highest. The results of this study provide ideas for establishing effective and diverse sales promotion strategies that can lead to increase in sales and profits through sales promotion strategies to competitive shopping malls, new shopping malls, and practitioners preparing to start shopping malls.

On-site EEWS 구축을 위한 딥러닝 기반 지진감지 모델 개발

임종성 ( Lim Jongseong ),유정호 ( Ryu Jeongho ),송길태 ( Song Giltae ) 한국구조물진단유지관리공학회 2021 한국구조물진단유지관리공학회 학술발표대회 논문집 Vol.25 No.2

2016년, 17년 경주·포항 지진이후 정부는 지진발생 현장 중심의 On-Site 경보 기법 연구를 비롯한 총 13개의 지진방재 종합계획 세부과제를 수립하였다. On-site 지진조기경보(EEWS)의 구축을 위해서는 지진과 생활 소음(ambient vibration, Noise)의 효과적 구분뿐만 아니라 기존 시스템보다 더 신속한 P/S파 위상 판별이 가능한 알고리즘이 필요하다. 그러나 현존하는 지진 신호 검출 딥러닝 모델은 실시간성을 고려하기보다 분석과 연구의 목적이 크다. 또, 모델의 크기가 크기 때문에 소형기기에 탑재가 어려워 신호를 전달하기에 그치며, 또 다른 시스템에서 추론하는 무거운 시스템이 구축되어야 하는 실정이다. 본 논문에서는 경량화된 모델을 설계하여 실시간성 지진 탐지모델을 개발했다.

온라인 패션 쇼핑몰 창업의 실패 경험에 관한 연구 -텍스트 마이닝과 근거이론을 적용하여-

서민정 한국의류학회 2023 한국의류학회지 Vol.47 No.6

Many entrepreneurs who launched online fashion shopping malls faced failure compared to those who achieved success. Recognizing the importance of research that reflects reality, this study explores entrepreneurs' experiences during the failure process of online fashion shopping malls. Two studies utilized YouTube videos documenting such online fashion shopping malls' failure. Study 1 employed text mining techniques, including high-frequency analysis and topic modeling, while Study 2 used a qualitative research method, specifically grounded theory. Study 1 identified the prominent experiences of operating online fashion shopping malls, while Study 2 provided a holistic perspective on the failure processes. The integrated findings from both studies highlight that entrepreneurs' passion for fashion motivates them to establish online fashion shopping malls, yet they encounter numerous challenges during the operational process. Insufficient business preparation and operational capabilities contribute to their failure to achieve financial goals. Despite efforts to boost sales and profit, entrepreneurs often close their businesses due to inadequate funds and waning motivation. The outcomes of this study can inform us about the operational challenges faced by online fashion shopping malls and offer valuable insights for developing new strategies to sustain and improve them.

온라인 패션 쇼핑몰 판매촉진에 대한 소비자 만족도와 행동 의도의 관련성 연구

김민경,이상인 복식문화학회 2023 服飾文化硏究 Vol.31 No.4

The online shopping market is expanding, with online shopping malls now subdivided into personal computer(PC) and mobile versions. Meanwhile, various efforts to promote online sales are being carried out in a bid to improve performance, and detailed research is required to inform such strategies. The purpose of this study was to classify online shopping mall types into PC fashion malls and mobile fashion malls with the aim of assessing sales promotion satisfaction and investigating the relationship between sales promotion satisfaction and consumers’ behavioral intentions. Data were collected by a survey firm in June 2023, and 248 copies of the data were used for analysis. SPSS 28.0 was used to process the data, and frequency analysis, factor analysis, reliability analysis, and regression analysis were performed. The satisfaction factors for various sales promotions used by PC and mobile fashion shopping malls were empirically subdivided in consideration of consumer perspectives, and potentially effective marketing strategies were presented. Differences were observed in the type of satisfaction with sales promotion between PC fashion shopping malls and mobile fashion shopping malls and in the effect of sales promotion satisfaction on behavioral intention. Based on the study’s findings, effective sales promotion strategies that can increase satisfaction and enhance behavioral intention may be developed and implemented through the use of various and different sales promotion strategies in PC and mobile fashion shopping malls.

뷰티일러스트레이션을 활용한 패션 웹 쇼핑몰 디자인 연구

이건희,최경옥 한국미용학회 2007 한국미용학회지 Vol.13 No.1

While the competition is intensifying following the growth of the online fashion markets, the goal of this study is building differentiated fashion shopping malls by using beauty-illustration. For this study, I performed theoretical research by reviewing the previous researches and related publications on the subject of beauty illustration and did empirical studies of making online fashion shopping mall home-pages matching the fashion brand identities based on the analysis on designing online fashion shopping mall.As a conclusion of this study, first, after using the beauty illustration in designing home-pages for online shopping malls, I found that the beauty illustration was well suited in designing shopping malls targeting the teenage digital media generation who seeks visual delights, and, second, in building a sensual and coherent identity for a fashion brand, using the beauty illustration was more effective than employing celebrity models.

온라인 패션 쇼핑몰의 첫인상과 시각적 속성 지각에 관한 연구

이미연,강승희 한국니트디자인학회 2011 패션과 니트 Vol.9 No.2

This study aims to examine the differences in the awareness of the first impression as well as the visual attributes of online fashion malls among internet users who had previously purchased clothing or accessories online. Responses were divided based on gender, age, and satisfaction with apparel purchases. The survey was conducted on male and female college students, and a total of 286 responses were used. The findings are as follows:First, with regard to the first impression of online fashion malls, female students expressed a preference for a first impression that gave cute and feminine images, while male students preferred a first impression that offered brilliant and strong images. It was found that the students aged 19∼22 more strongly preferred fashion shopping malls that gave a unique first impression than students aged 23∼28. In addition, it was found that the group expressing higher satisfaction with their apparel purchase preferred malls that give a first impression that could be described as feminine, unique, or classy. Second, with regard to the visual attributes of online fashion shopping malls, male students valued the speed and visibility of fashion shopping malls more highly than female students. It was found that students aged 19∼22 valued the convenience of online shopping malls more highly than those aged 23∼28. It was also found that the group that expressed a higher satisfaction with their apparel purchases more sensitively perceived visual attributes such as design, speediness, ease of use, visibility, convenience, variety and information on products in the malls.

대학생들의 온라인 구전정보의 재구전활동 영향요인에 대한 연구

김민정(Kim, Min Jeong),서운희(Seo, Un Hee) 한국소비문화학회 2010 소비문화연구 Vol.13 No.2

본 연구는 온라인 구전커뮤니케이션의 구성요소 중 발신자, 수신자, 메시지라는 온라인 구전커뮤니케이션의 구 성요소가 소비자의 쇼핑몰만족도와 재구전활동에 영향을 미치는지 여부와 쇼핑몰만족도는 재구전활동으로 이 어지는지 그 인과관계를 규명해 보고자 하였다. 이를 위해 온라인에서 활동이 활발한 대학생 소비자 중에서 패 션제품을 구매한 경험이 있는 대학생 쇼핑몰 이용자를 대상으로 실증조사를 하였다. 각 변수들의 인과관계는 공 분산구조분석모형을 구성하여 연구가설을 검정하였다. 그 결과 첫째, 패션관여도는 쇼핑몰만족도에 영향을 미 치지 않고 재구전활동에 직접적인 영향을 미치는 것으로 나타났다. 쇼핑몰을 이용하는 소비자의 패션관여가 높 을수록 재구전활동이 높게 형성되었다. 둘째, 쇼핑몰의 사이트 특성은 쇼핑몰만족도에는 통계적으로 유의한 영 향을 미치지만 재구전활동에는 영향을 미치지 않았다. 셋째, 정보의 특성은 쇼핑몰만족도와 재구전활동에 모두 유의한 영향을 미치는 것으로 나타났다. 넷째, 쇼핑몰만족도는 재구전활동에 통계적으로 유의한 영향을 미치지 않았다. 즉 소비자의 인터넷쇼핑몰에서의 재구전활동은 쇼핑몰에 대한 만족 여부와 상관없이 패션에 대한 관여 도와 온라인 구전정보의 특성에 의해서 영향을 받는 것으로 나타났다 The purpose of this study was to investigate the relationship among online word-of-mouth(WOM) communication factors, shopping mall satisfaction and WOM redelivery. Online WOM factors consisted of the fashion involvement as receivers’ characteristic, characteristics of shopping mall site as senders’and information characteristics of online WOM as messages’. For this purpose, the empirical studies were performed. The data were collected from male and female university students in Daegu using self-administered questionnaires method. The 454 questionnaires were collected and analyzed statistically by using SPSS 14.0 and AMOS 4.0 program. The 7 hypotheses were tested through the covariance structural analysis. Several significant results were found from the analysis. The results of the study were as follows. First, the fashion involvement of consumers had the direct effect on WOM redelivery, not the significant effect on the satisfaction with shopping mall. Second, the characteristics of sites had the direct effect on the satisfaction with shopping mall, not the significant effect on the WOM redelivery. Third, the characteristics of online WOM information had both the direct effects on the satisfaction with shopping mall and WOM redelivery. Fourth, WOM redelivery was not significantly influenced by the satisfaction with shopping mall. In spite of useful results, this study has some restrictions as the reliance of information depending on consumers’ memory, the restriction of subjects as university students.

코로나19 상황에서 온라인 쇼핑몰의 품질요인이 패션제품 구매자의 행동의도에 미치는 영향

박혜령(Hea Ryung Park),박미령(Mi Ryung Park) 한국산학기술학회 2023 한국산학기술학회논문지 Vol.24 No.8

한글 본 연구에서는 대학생을 대상으로 온라인 쇼핑몰에서 패션 제품 구매 시 온라인 쇼핑몰의 서비스품질과 정보품질, 시스템품질, 관계품질 그리고 제품품질의 5가지 품질요인 가운데 어떠한 품질요인이 패션 제품 구매 시 온라인 쇼핑몰의 재이용 의도와 재구매 의도의 행동 의도에 어떤 영향을 미치는지를 검증하였으며 또한 소비자 특성의 차이와 품질요인 간의 차이를 알아보았다. 결과는 첫째, 소비자 특성에서 성별, 전공 만이 특성 차이별 유의한 차이를 보이는 온라인 품질요인 있었으며 거주지역과 연령은 유의한 차이를 보이는 품질요인 없었다. 둘째, 온라인 쇼핑몰에서 패션 제품 구매 시 온라인 쇼핑몰의 재이용 의도는 서비스품질, 정보품질, 시스템품질, 관계품질에서 유의차가 나타나 패션 제품구매 시 이 4가지 품질이 온라인 쇼핑몰의 재이용 의도에 영향을 미치는 것으로 나타났다. 셋째, 온라인 쇼핑몰에서 패션 제품 구매 시 재구매 의도는 서비스품질과 정보품질에서 유의차가 나타나 온라인 쇼핑몰에서 패션 제품 구매 시 서비스품질과 정보품질의 2가지 품질요인이 재구매 의도에 가장 중요한 영향을 미치는 것으로 나타났다. 이러한 연구는 특정 상품인 패션 제품만을 대상으로 온라인 서비스 품질을 5가지의 요인으로 확장하여 재구매 의도를 분석함으로써 제품을 세분화하지 않은 기존의 관련 연구와 차별점이 있다는데 의의가 있다. This study examined the influence of service quality, information quality, system quality, relationship quality, and product quality when purchasing fashion products from online shopping malls. The effect of behavioral reuse intention and repurchase intention was verified, and the difference between the consumer characteristics and quality factors was also investigated. The results are as follows. First, in consumer characteristics, only gender and major showed significant differences in the online quality factors. Second, when purchasing fashion products from online shopping malls, the intention to reuse online shopping malls showed significant differences in service quality, information quality, system quality, and relationship quality. Third, there was a significant difference in repurchase intention, and two quality factors, service quality and information quality, had the strongest influence on the repurchase intention when purchasing fashion products from online shopping malls. This study is meaningful in that it is differentiated from previous related studies that did not subdivide products by analyzing the repurchase intention by expanding the online service quality to five factors targeting only fashion products, which are specific products.

온라인 패션쇼핑몰 고객지원센터의 서비스회복이 재구매의도에 미치는 영향

김은경,김경욱,김길섭,현병언 동중앙아시아경상학회 2020 동중앙아시아연구 Vol.31 No.3

본 연구는 온라인쇼핑 거래액 기준, 상당한 부분을 차지하며 계속 증가 추세인 패션 관련 제품 구매 시 고객이 경험 한 불만족 사항을 알아보고 고객지원센터를 통한 서비스 회복노력이 재구매의도에 미치는 영향을 살펴보는 데 있다. 본 연구에서는 서비스회복의 서비스품질의 접근성과 전문성, 서비스공정성의 결과적, 절차적, 상호작용공정성을 변인으 로 재구매의도에 미치는 영향을 보고자 했다. 자료수집을 위해 구글 ‘DOCS’를 통한 온라인 설문을 단순 무작위 표집 조사로 이루어졌으며, SPSS 21.0을 사용하여 자료분석을 실시하였다. 분석결과 절차적 공정성, 상호작용공정성이 유의 미한 영향을 미치는 것으로 나타났으며, 이 중 상호작용공정성이 가장 높게 나타났다. 따라서 본 연구를 통해 단순히 물질적인 보상보다 고객의 불만족 사항을 적극 공감하고 문제의 상황을 제대로 파악하여 공정하고 신속하게 처리하는 고객지원센터의 역할 및 역량이 요구되며, 고객이 서비스 실패를 경험했더라도 서비스 회복전략을 통해 고객 이탈을 방지하고, 지속적인 재구매 고객으로 전환할 수 있는 기회를 제공한다는 점에서 연구의 의의를 찾을 수 있다. This study is based on the amount of online shopping transactions, which accounts for a significant portion, and finds out the dissatisfaction experienced by customers when purchasing fashion-related products, which is constantly increasing, and relieves the customer support center.Service recovery efforts will influence the repurchase intention. In this study, the purpose of this study was to investigate the effect of service recovery on repurchase intention as variables of accessibility and expertise of service quality, consequential, procedural, and interactive fairness of service fairness. The online survey through Google 'DOCS' for data collection was conducted as a simple random collection survey, and the data analysis was conducted using SPSS 21.0. As a result of the analysis, it was found that procedural fairness and interaction fairness had a significant effect, of which interaction fairness was the highest. Therefore, through this study, the role and competency of the customer support center that actively sympathizes with customer dissatisfaction rather than simply material compensation, understands the situation of the problem properly, and handles it fairly and quickly is required. The significance of the study can be found in that it prevents customer churn through a service recovery strategy and provides an opportunity to convert into continuous repurchase customers..