인터넷 쇼핑몰 유형에 따른 소비자의 자체 의류 상표에 대한 태도
Consumer Attitude toward Private Apparel Brands according to Internet Shopping
0
조회
0
다운로드
8
인용
0
참고문헌
키워드
초록
Abstract
As more consumers shop online and prefer private label apparel products, the importance of private label apparel brand of Internet shopping malls are increasing. This study investigated consumer attitudes toward private label apparel brand of Internet shopping malls. Attitudes were conceptualized into two sub-factors: utilitarian and hedonic. Based on findings of prior studies, subjective norm and familiarity were included as antecedents to attitude variables. Purchase intention and word of mouth intention were also included as consequence variables of attitudes. Types of Online shopping malls were considered as moderating variable. For the empirical research, the Online survey was conducted. Young male and female consumers who have experience in Internet shopping of clothing products participated in the study. 429 questionnaire were used for the final statistical analysis. Results indicated that subjective norm had significant influence on consumer attitudes toward private label apparel brand. Familiarity however did not have significant influence on attitude variables for general internet shopping malls. For specialized Internet shopping malls, familiarity had significant influence only on hedonic attitude. Attitude variables had significant influence on purchase intention and word of mouth intention. Subjective norm and familiarity had significant influence on purchase intention and word of mouth intention.
참고문헌 (31)
- 김경희, "인터넷 패션쇼핑몰 유형별 점포이미지평가와 고객만족 및 재구매의도와의 관련성에 관한 연구", 한국의류산업학회지, 10(1), pp.50~58 (2008), 한국의류산업학회
- 김은영, "여대생의 해외 유명브랜드에 대한 태도 및 구매 의도에 관한 연구: 패션소품을 중심으로", 석사, pp.2003
- 박재진, "소비자의 인터넷쇼핑 행동에 영향을 미치는 요인에 관한 연구", 광고학연구, 15(3), pp.289~315 (2004), 한국광고학회
- 박진용, "유통업자 상표 태도에 대한 소매업체 이미지의 후광 효과 및 함의 개념에 관한 연구", 유통연구, 9(2), pp.101~122 (2004), 한국유통학회
- 박진용, "유통업자상표 의류 구매 의도에 미치는 영향 요인에 관한 연구", 유통연구, 4(2) (1999)
- 윤남희, "의류제품 소비자의 상표태도와 상표충성행동에 관한 연구", 한국의류학회지, 31(7), pp.1030~1041 (2007), 한국의류학회
- 이은영, "패션마케팅" (2001), 교문사
- 이철, "Fishbein 구매의사 결정 모델의 한국적 수정모델의 개발", 마케팅연구, 15 (1990)
- 장은영, "국내 인터넷 의류 쇼핑몰의 유형별 사이트 구성요소 비교분석", 복식, 55(6) (2005)
- 최미영, "상표유형이 유통업체 의류상표에 대한 소비자 태도에 미치는 영향-할인점 점포상표와 홈쇼핑 프리미엄상표의 비교-", 한국의류학회지, 30(9,10), pp.1400~1412 (2006), 한국의류학회
- "전자상거래통계조사보고서"[URL]
- "2008년 연간 및 4/4분기 전자상거래 및 사이버쇼핑 동향"[URL]
- "2007년 하반기 정보화실태조사"[URL]
- Ajzen, I, "Understanding Attitudes and Predicting Social Behavior" (1980), Prentice-Hall
- Batra, Rajeev, "Measuring the Hedonic and Utilitarian Sources of Consumer Attitudes", Marketing Letters, 2(2) (1991)
- Bettman, James R, "Relationship of Information- Processing Attitude Structures to Private Brand Purchasing Behavior", Journal of Applied Psychology, 59(1) (1974)
- Howard, J. A, "Theory of Buyer Behaviour" (1969), John Wiley and Sons
- Jacoby, J., "Price, Brand Name, and Product Composition Characteristics as Determinants of Perceived Quality", Journal of Applied Psychology, 55 (1971)
- Kim, Soyoung, "Predicting Souvenir Purchase Intentions", Journal of Travel Research, 38 (1999)
- Kim, Youn-Kyung, "Testing the Behavioral Intentions Model of Online Shopping for Clothing", Clothing and Textiles Research Journal, 21(1) (2003)
- Korgaonkar, P. K., "A Structural Equations Approach toward Examination of Store Attitude and Store Patronage Behavior", Journal of Retailing, 61(2) (1985)
- McGoldrick, Peter J, "Grocery Generics: An Extension of the Private Label Concept", Journal of Retailing, 18(1) (1984)
- Park, Jihye, "Effect of Brand Familiarity, Experience and Information on Online Apparel Purchase", International Journal of Retail & Distribution Management, 33(2) (2005)
- Richardson, Paul S., "Household Store Brand Proneness: A Framework", Journal of Retailing, 72(2) (1996)
- Saaksjarvi, Maria, "Nonprice Antecedents of Consumer Preference for Cyber and Extension Brands", Journal of Interactive Marketing, 21(1) (2007)
- Schutte, Thomas F, "The Semantics of Branding", Journal of Marketing, 33 (1969)
- Spangenberg, Eric R., "Measuring the Hedonic and Utilitarian Dimensions of Attitude: A Generally Applicable Scale", Advances in Consumer Research, 24 (1997)
- Srinivasan, Srini S., "Customer Loyalty in E-Commerce: An Exploration of its Antecedents and Consequences", Journal of Retailing, 78(1) (2002)
- Summers, Teresa A., "Predicting Purchase Intention of a Controversial Luxury Apparel Products", Journal of Fashion Marketing and Management, 10(4) (2006)
- Tan, Soo Jiuan, "Strategies for Reducing Consumers Risk Aversion in Internet Shopping", Journal of Consumer Marketing, 16(2) (1999)
- Voss, Kevin E., "Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude", Journal of Marketing Research, 40 (2003)