웹 이벤트 유형별 소비자 태도와 패션제품 구매의도

다국어 초록 (Multilingual Abstract)

The purpose of this study is to identify underlying dimensions of consumer attitude toward web event and examine relationships among consumer attitude, participate intention and purchase intention of fashion products in the internet shopping malls. For empirical study, four types of web event stimuli were designed based on way to participate (lottery vs. reply) and incentive (giveaway vs. reserved fund); a questionnaire included consumer attitude, participate intention, and purchase intention. A total 271 of usable questionnaires was obtained from consumers who are aged from 14 to 27. Descriptive analysis, ANOVA, and multiple regression analysis were used for data analysis. Findings showed that consumer attitude toward web event consisted of two factors: utilitarian and hedonic attitudes. There was significant difference in the hedonic attitude among four types of web events. Also, participate intention was influenced by consumer attitude, especially hedonic attitude toward web event. Purchase intention was influenced by participate intentions for all types of web event. Particularly, hedonic attitude increased purchase intention for web event type 1 (lottery-giveaway); utilitarian attitude increased purchase intentions for web event type 3 (Reply-giveaway) and 4 (Reply-reserved fund). Managerial implication was discussed for developing an effective promotional strategy over the internet shopping malls.