패션 쇼핑성향이 모바일 구매의도에 미치는 영향 - 성별/구매빈도에 따른 차이 -

다국어 초록 (Multilingual Abstract)

The purposes of this study were to: 1) identify sub-factors of fashion shopping orientation (FSO) in adults aged 20 through 39, and analyze the differences among those FSO factors according to classified groups, which were based on gender and purchase frequency in a mobile shopping mall, and 2) to investigate the effects of FSO factors on mobile purchase intention according to the same classified groups. The questionnaire was conducted from November 10, 2015 to November 20, 2015 and its 432 respondents were classified into four groups, which were male/heavy purchaser, male/light purchaser, female/heavy purchaser, and female/light purchaser. The results of this study were as follows: First, fashion shopping orientation consisted of five sub-factors, which included “conspicuous brand pursuit”, “economic pursuit”, “pleasure/trend pursuit”, “impulse shopping”, and “convenience pursuit”. Second, There were significant differences in three factors of FSO between male purchasers and female purchasers. Male purchasers showed higher tendency than female purchasers in “conspicuous brand pursuit”, while female purchasers showed higher tendency than male purchasers in “economic pursuit” and “convenience pursuit”. All the factors of FSO showed significant differences among the classified groups. Third, “economic pursuit”, “pleasure/trend pursuit” and “convenience pursuit” affected mobile purchase intention in the case of male purchasers while “economic pursuit” and “conspicuous brand pursuit” had a influence on mobile purchase intention in the case of female purchasers. Fourth, the factors of FSO affected mobile purchase intention partly in each group. In conclusion. “economic pursuit” was proven to be the main influential factor to induce consumers to have a mobile purchase intention.

목차 (Table of Contents)

• I. Introduction
• Ⅱ. Background
• 1. Shopping orientation
• 2. Fashion shopping orientation and purchase behavior
• 3. Purchase behavior according to gender and purchase frequency
• Ⅲ. Methods
• 1. Research question
• 2. Measurements
• 3. Data collection and analysis
• Ⅳ. Results
• 1. Exploratory factor analysis and reliability
• 2. Differences of fashion shopping orientation according to classified group
• 3. Effects of fashion shopping orientation onpurchase intention
• Ⅴ. Conclusion
• References

참고문헌 (Reference)

1 성희원, "패션 앱을 이용한 모바일 쇼핑 태도 및 사용의도 영향요인 연구-성별과 연령집단별 차이 비교-" 한국의류학회 37 (37): 1000-1014, 2013

2 이영미, "직장여성의 쇼핑성향에 따른 의복구매동기와 제품평가기준에 관한 연구" 복식문화학회 11 (11): 193-207, 2003

3 문숙재, "인터넷쇼핑몰 이용 소비자의 쇼핑스타일 유형에 관한 연구" 대한가정학회 43 (43): 1-13, 2005

4 정재은, "인터넷 패션 소비자의 의복 쇼핑성향과 판촉활동에 대한 수용태도에 관한 연구" 한국의류학회 28 (28): 1037-1047, 2004

5 전양진, "인터넷 패션 구매경험자와 무경험자의 특성 비교-패션 쇼핑성향과 쇼핑사이트 서비스에 대한 태도의 차이-" 한국의류학회 32 (32): 1387-1396, 2008

6 최태용, "의복쇼핑성향과 의복구매만족과의 관계연구- 대구지역 여성소비자들을 대상으로 -" 대한가정학회 40 (40): 123-135, 2002

7 김세희, "의복 쇼핑 성향의 개념적 구조 모형에 대한 타당성 확인 연구？ 성별에 따른 세부 구조 차이를 중심으로？？" 한국의류학회 29 (29): 535-546, 2005

8 나윤규, "온라인 소비자의 쇼핑성향에 따른 의류제품속성, 가격속성 및 소비자 만족도에 관한 연구" 한국의류산업학회 10 (10): 164-172, 2008

9 이영선, "온/오프라인 브라우징에 따른 소비자 집단의 쇼핑성향과 구매행동 연구" 한국의류학회 38 (38): 321-333, 2014

10 박현주, "연령에 따른 과시소비성향이 패션관여도에 미치는 영향" 한국의류산업학회 14 (14): 56-63, 2012

11 이미숙, "여성 소비자의 의복 쇼핑 성향에 따른 의복 구매 행동 - 연령집단별 비교분석을 중심으로 -" 복식문화학회 18 (18): 1138-1152, 2010

12 주경원, "쇼핑성향, 패션 혁신성, 모바일 편의지각이 모바일 의복 구매에 미치는 영향" 한국패션디자인학회 15 (15): 147-164, 2015

13 김혜진, "소셜커머스 이용자들의 의복쇼핑성향과 지각된 위험이 패션제품 구매의도에 미치는 영향" 복식문화학회 23 (23): 384-399, 2015

14 한은경, "소셜 커머스의 이용 동기와 만족, 재구매 의도에 관한 연구: 이용과 충족이론을 중심으로" 한국광고홍보학회 13 (13): 298-325, 2011

15 박재진, "소비자의 인터넷쇼핑 행동에 영향을 미치는 요인에 관한 연구" 한국광고학회 15 (15): 289-315, 2004

16 문경은, "남성의 쇼핑성향, 패션관여 및 인구통계적 특성이 아웃도어 웨어 구매의사결정에 미치는 영향 - 제품 선택기준, 점포 선택기준을 중심으로 -" 복식문화학회 23 (23): 213-227, 2015

17 김주희, "남성소비자의 패션의식에 따른 쇼핑행동연구 -구매행동, 쇼핑성향, 정보원활용을 중심으로-" 한국생활과학회 14 (14): 167-178, 2005

18 서희경, "국내/해외 SPA브랜드 의복구매 20대 여성 소비자의 쇼핑성향과 의복만족도" 한국의류학회 35 (35): 501-512, 2011

19 Shim, K. -Y., "The influences of the characteristics of internet shopping malls and the shopping traits of their users involved in e-commerce on purchase intent" 2 (2): 59-76, 2002

20 Lee, H. S., "The effect of price and brand on the perceived quality, value and purchase of clothing" 24 (24): 498-509, 2000

21 Roh, H. -J., "Shopping orientations of male consumers aged between 20 and 30 and utilizations of information sources according to level of clothing consumer behavior: Centering around Seoul and Kyonggi area" Dongduk Women’s University 2002

22 Ha, O. S., "Shopping behavior, attitude and characteristics of internet clothing shoppers" 25 (25): 71-82, 2001

23 Letecia N. McKinney, "Internet Shopping Orientation Segments: An Exploration of Differences in Consumer Behavior" Wiley-Blackwell 32 (32): 408-433, 2004

24 Yoh, E. A., "Gender differences of mail-catalog shoppers in shopper tendencies, patronage motive strength, and patronage behaviors" 25 (25): 1551-1562, 2001

25 SHELLY RODGERS, "Gender and E-Commerce: An Exploratory Study" WARC Limited 43 (43): 322-329, 2003

26 Kim, S. -H., "Development of conceptual structure and measurement scale for clothing shopping orientation" Seoul National University 2003

27 Morris B. Holbrook, "Age, Sex, and Attitude toward the past as Predictors of Consumers' Aesthetic Tastes for Cultural Products" JSTOR 31 (31): 412-, 1994

28 Mun, J. M., "A study on adolescents' purchase influence and clothing consumption behavior" Ewha Womans University 2003

29 Chae, Y. -H., "A study on N-generation's the shopping orientations and utilization of information sources on fashion goods through internet shoppingVol. mall: Focused on Seoul and Kyonggi area" Dongduk Women’s University 2002

30 Park, M. J., "A research on the clothing price perceptions, clothing orientations and clothing purchase behaviors of college men and women" Ewha Womans University 2000

31 Howell, R. D., "A multivariate examination of a patronage model: The impact of values and life styles on shopping orientations" University of Arkansas 1979

32 Korea Internet & Security Agency, "2015년 모바일인터넷이용실태조사 요약보고서 [2015 Surveyon the Mobile Internet Usage Summary]"

33 Statistics Korea, "2015년 10월 소매판매 및 온라인쇼핑 동향 [Retail sales and online shoppingtrends in october 2015]"