http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
- 中文 을 입력하시려면 zhongwen을 입력하시고 space를누르시면됩니다.
- 北京 을 입력하시려면 beijing을 입력하시고 space를 누르시면 됩니다.
RISS 인기검색어
- 검색키워드
- 저자 : 최우림 ( Woolim Choi ) (검색결과 2 건)
- 무료
- 기관 내 무료
- 유료
-
최우림 ( Choi Woolim ),유정민 ( Yoo Jungmin ),박민정 ( Park Minjung ) 한국소비자학회 2019 소비자학연구 Vol.30 No.4
최근 패션산업에서는 소비자의 사고에 영향력을 행사하는 소셜 인플루엔서가 소셜미디어를 활용하여 광고성 게시물을 업로드 하는 현상이 활발해지고 있다. 본 연구는 쇼핑몰을 운영하는 소셜 인플루엔서의 인스타그램 게시물에 대한 심상, 정보처리양식, 제품태도, 행위의도의 영향관계를 조사하기 위해 2[사진유형: 구체적배경 vs. 단색배경]X 2[텍스트유형: 서사텍스트 vs. 설명텍스트] 집단 간 완전 요인설계로 하여, 사진과 텍스트유형 간의 심상효과에 대한 차이를 알아보고자 하였다. 연구결과 사진유형과 텍스트유형은 심상에 유의미한 효과를 나타냈다. 단색배경의 사진보다 구체적배경이, 설명텍스트보다 서사텍스트가 심상효과를 더 높여주었다. 사진과 텍스트유형 간에 상호작용을 확인하였고, 정보처리양식에 따라서도 심상의 차이를 확인하였다. 심상은 제품태도에 긍정적인 영향을 미치고, 제품태도는 행위의도에 긍정적인 영향을 미치는 것으로 나타났다. 본 연구의 결과는 패션 소셜미디어 광고계정을 운영하는 소셜 인플루엔서 및 패션산업에 다양한 마케팅 전략을 시사한다. In the fashion industry, social influencer, which exerts an influence on consumer thought, is actively using social media to upload advertising postings. To investigate the influential relationship of mental imagery, style of processing, product attitude, and behavioral intention in the Instagram environment of social influencers, this study conducted 2 [picture type: concrete background vs. solid background] X 2 [text type: narrative vs. expository] betweensubject experimental design, to find out the mental imagery difference between the picture and the text type. According to the study, picture types and text types displayed significant effects on the mental imagery. The concrete background was more effective on the mental imagery than the solid background, and the narrative text was more effective than the expository text. Interaction between picture and text types was identified, and differences in mental imagery according to the style of processing were also identified. The mental imagery demonstrated that it had a positive influence on product attitude, which also had a positive influence on behavioral intention. The results of this study support a variety of marketing strategies for social influencers and the fashion industry that operate fashion social media advertising accounts.
-
VR 피팅 애플리케이션의 쇼핑 동기와 텔레프레젠스가 소비자 반응에 미치는 영향
최우림 ( Woolim Choi ),김희윤 ( Hee Yoon Kim ),박민정 ( Minjung Park ) 한국의류산업학회 2021 한국의류산업학회지 Vol.23 No.5
In the era of COVID-19 and advanced ICT technology, retail technologies such as those that use virtual reality(VR)have been drawing significant attention in the fashion industry. This study investigated the impact of shopping motivation and telepresence on consumer attitude, trust, and behavioral intentions in VR fitting room application environments. An online sur vey was conducted on female consumers in their 20s and 30s after exploring a VR fitting room application. Overall, 225 responses were used for the analysis. The study demonstrated that usefulness had a significant effect on attitude toward product (ATP) and trust toward app (TTA), while enjoyment had a significant effect on ATP, but did not significantly affect TTA. Telep resence did not significantly affect TTA, but had a significant influence on ATP and behavioral intention. TTA had a significant influence on ATP, and both ATP and TTA had significant effects on behavioral intention. Moreover, the effects of usefulness, enjoyment, and telepresence on ATP, TTA, and behavioral intention were significant, as the self-congruity between consumers and avatars increased. The application of the motivation theory and technology acceptance model offers theoretical perspectives for understanding VR fitting room application users’ attitudinal and behavioral responses in mobile shopping environments. In addition, this study provides practical implications to mobile retailers that utilize advanced technologies.
KCI
KISS연관 검색어 추천
이 검색어로 많이 본 자료
활용도 높은 자료
