의류제품 구매에 있어서 유통채널갈등과 가격단서 지각 = Retail Channel Conflicts and Price Cue Perception of Apparel Product

다국어 초록 (Multilingual Abstract)

Differentiated On Off line channel strategies are getting more attention due to conflicts between Off line channel and active E commerce. Choosing an appropriate channel strategy can prevent apparel products from clashing in market and manage each channel more efficiently. In fashion industry, product prices are flexible because of the short product life cycle and different distribution channels. It is essential to understand consumers’ apparel price cue perception when purchasing apparel in both On line and Off line. The objectives of this study was to examine the effects of apparel price cues on perceived savings and purchase intention in On line versus Off line retail channel. 303 quetionnaires from internet experienced women were used for the data analysis. Statistical analyses employed in this study were descriptive statistics, reliabilities conjoint analysis and regression. Overall, the perceived importance of apparel price cues were different between On line and Off line channels and each apparel price cue affected perceived savings and purchase intention differently according to distribution channels. Therefore, by considering characteristics of apparel price cue in On line versus Off line channels, differentiated channel strategies should be imposed to implement more effective marketing strategies.

목차 (Table of Contents)

• Ⅰ . 서론
• Ⅱ . 이론적 배경
• 1. 유통채널의 중요성과 갈등
• 2. 가격단서
• 3. 지각된 할인과 구매의도
• Ⅲ . 연구방법 및 절차
• 1. 연구문제
• 2. 연구 대상 및 자료수집
• 3. 측정 도구 및 측정방법
• 4. 분석방법
• Ⅳ . 연구결과 및 분석
• 1. 의류제품 구매시 가격단서 중 유통채널의 중요도와 각 수준별 효용치
• 2. 유통채널 별 의류제품 가격단서 속성의 각 수준별 효용치와 속성간의 상대적 중요도
• 3. 유통채널 별 브랜드 유형(고가유형브랜드/저가비유명 브랜드)에 따른 가격광고와 판매촉진 선호 특성 차이
• V . 결론 및 제언
• 참고문헌