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인터넷 쇼핑몰 점포속성 지각이 의류제품 구매의도에 미치는 영향 및 비구매 요인에 관한 연구
홍희숙 대한가정학회 2002 Human Ecology Research(HER) Vol.40 No.4
The purposes of this study were 1) to identify predictors of consumers' apparel purchase on internet shopping malls and 2) to determine reasons that respondents didn't have purchase intention of apparel on internet shopping malls. The data were collected via a self-administered questionnaire from 204 male and female students who experienced shopping for apparel on internet shopping malls, living in Cheju and analyzed by factor analysis, multiple regression analysis, t-test and paired t-test. Two predictors were found regarding purchase of apparel on the "big box" internet shopping malls which sells various product categories; apparel quality and fun of order process. On the speciality internet shopping malls which sells only fashion goods, diverse apparel assortment and easy handling and fun of information search were identified as predictors of apparel purchase. Reasons that respondents didn't have purchase intention of apparel on internet shopping malls were summarized and labeled as; difficulty of decision making due to virtual shopping environment, insufficiency of diverse apparels, users' unease handling, risk of incredible apparel quality, unfamiliarity of internet shopping and risks of unsecurity. Difficulty of decision making due to virtual shopping environment was determined as the most important factor of reasons that respondents didn't have purchase intention of apparels in website.
홍희숙,조현진,김성주 한국의류학회 2022 한국의류학회지 Vol.46 No.4
In recent years, Jumchi-Hanji made of mulberry paper is used as a material for fashion items. This study examined the effect of the type of Choji method (Oebal-teugi or Ssangbal-teugi), layer number (one or two layers) and Jumchichigi time (20, 40, or 60 minutes) on the tensile, wet tensile, tearing and bursting strengths of Jumchi- Hanji. Jumchi-Hanjis used as test samples in this study were made from mulbery paper which was manufactured with either bleached or unbleached paper mulberry from Thailand. The results showed that Jumchi-Hanji made with two layers of mulberry papers had higher strength properties than Jumchi-Hanji made with only one layer. The strength properties of Jumchi-Hanji also increased with longer Jumchichigi time. Furthermore, this study confirmed that the effects of Jumchichigi time on Jumchi-Hanji strengths differed based on the type of Choji method, the layer number of mulberry papers used, and the specific strength property measured. Therefore, to guarantee the strength properties required by the application of Jumchi-Hanji paper as a fashion material, it is necessary to carefully consider the adequate Choji method and layer number to apply in the manufacture of Thai mulberry paper and the adequate duration time needed to perform Jumchichigi to Thai mulbery paper.
성적 소구에 의한 진 의류 광고의 선호도 및 제품 구매의도에 대한 예측 변인 규명
홍희숙 한국의류학회 1997 한국의류학회지 Vol.21 No.3
The purpose of this study was to identify the variables which could predict advertisement preference and intention to purchase product in sexuality-oriented fashion advertising. The data were collected using questionnaires which contained nine advertisements of Guess jeans, selected from Vogue magazine published from 1990 to 1996.441 college students (female= 225, male=216) living in Seoul, Korea participated in the study. The data were analyzed by factor analysis and stepwise elimination method of multiful regression analysis. The results of this study were as follows: First, seven factors of New Young Generation oriented characteristics were identified: fashion, individuality, preferences of caffa or reggae bar with affective mood, expression of emotion, individualism, preferences of a foreign-made product/western culture oriented tastes and activity of fan club/chatting through personal computers. Three factors of fashion advertising involvement were identified: social involvement, hedonic involvement and utilitarian involvement. Second, the variables which predicted preferences of advertisements in sexuality-oriented fashion advertising were perceived eroticism levels, hedonic involvenent, prior brand attitude and preference of a foreign-made product/western culture oriented tastes in the case of females, while perceived eroticism levels, hedonic involvenent prior brand attitude, preference of a foreign-made product/western culture oriented tastes and activity of fan club/ chatting through personal computers were identified as predictor variables for males. Third, the intention to purchase product was predicted by preference of a foreign-made product/western culture oriented tastes, prior brand attitude, hedonic involvenent and fashion for females, and by perceived eroticism levels, fashion opinion leadership, hedonic involvenent and prior brand attitude in the case of males.
인터넷 탐색가치와 인터넷 쇼핑몰 유형에 따른 의류제품 쇼핑 웹사이트 속성 평가의 차이
홍희숙 한국의류학회 2002 한국의류학회지 Vol.26 No.5
The purposes of this study were 1) to identify web navigation and classify consumers based on these values and 2) to determine differences between con groups and between types of shopping mall in evaluation of website attributes when shopping apparel. The data were collected via a self-administered questionnaire from 204 male and female students who experienced shopping at the website, living in Cheju and analyzed by factor analysis, cluster analysis and t-test. Two factors of navigation value were found and labeled as; information value and entertainment value. Two groups were identified based on navigation value; users of information value (53%) and users of entertainment value (47%). Significant differences between two groups were found in evaluating website attributes selling products of various types regarding apparel products and processes for information search, order and payment However, for shopping mall website selling only apparel products, differences between two groups were not significant in evaluating most attributes except for two items to evaluate apparel products. Differences between shopping mall types (shopping malls selling products of various types and selling only apparel product) were significant in evaluation of internet users of information value regarding attributes of apparel products while differences between shopping mall types were not significant in evaluation of users of entertainment value regarding all attributes. Internet users of information value showed favor to shopping mall website of department store type while internet users of entertainment value showed favor to shopping mall website selling only apparel products.