본문 바로가기
KERD
논문KCI 등재

움직이는 가상 모델을 활용한 인터넷 쇼핑몰에서 쇼핑의 즐거움, 위험감소가 미래행동의도에 미치는 영향

The Influences of Shopping Enjoyment and Risk Reduction on Behavioral Intention in Internet Shopping Malls using a Moving Virtual Model

2

조회

0

다운로드

16

인용

0

참고문헌

키워드

주제분류생활과학

초록

This study investigates the influences of shopping enjoyment and risk reduction on customers’ attitude and the behavioral intention in the Internet shopping mall using a moving virtual model. For this study, we produced a moving virtual model to present a fashion product. The virtual model walks for about one minute on the stage. After respondents viewed it, they completed a questionnaire. The questionnaire consists of online shopping enjoyment, risk reduction, customers’attitude and behavioral intention. Respondents are limited to females aged in their 20s and 30s, who have experienced Internet shopping and are highly interested in fashion products. 411 samples were used for the final analysis. Cronbach’s alpha, factor analysis, and multiple regression analysis were conducted. The results are as follows. Online shopping enjoyment and risk reduction influenced the behavioral intention directly as well as through the attitude. However,the size of the influence indicated that online shopping enjoyment is larger than risk reduction. Therefore, Internet malls should utilize the moving virtual model to provide customers with enjoyment and risk reduction, which will increase customers' favorable attitudes and the behavioral intention such as purchase intention and word of mouth.

Abstract

This study investigates the influences of shopping enjoyment and risk reduction on customers’ attitude and the behavioral intention in the Internet shopping mall using a moving virtual model. For this study, we produced a moving virtual model to present a fashion product. The virtual model walks for about one minute on the stage. After respondents viewed it, they completed a questionnaire. The questionnaire consists of online shopping enjoyment, risk reduction, customers’attitude and behavioral intention. Respondents are limited to females aged in their 20s and 30s, who have experienced Internet shopping and are highly interested in fashion products. 411 samples were used for the final analysis. Cronbach’s alpha, factor analysis, and multiple regression analysis were conducted. The results are as follows. Online shopping enjoyment and risk reduction influenced the behavioral intention directly as well as through the attitude. However,the size of the influence indicated that online shopping enjoyment is larger than risk reduction. Therefore, Internet malls should utilize the moving virtual model to provide customers with enjoyment and risk reduction, which will increase customers' favorable attitudes and the behavioral intention such as purchase intention and word of mouth.

참고문헌 (32)

  1. 강경영, "소비자의 유행혁신성과 기술혁신성이 스마트 의류에 대한 태도와 구매의도에 미치는 영향", 한국의류산업학회지, 9(1), pp.35~40 (2007), 한국의류산업학회
  2. 김한나, "신규 패션브랜드 평가속성에 대한 소비자 위험지각과 정보탐색에 관한 연구", 한국의류학회지, 29(5), pp.727~736 (2005), 한국의류학회
  3. 나윤규, "인터넷 쇼핑에서의 지각된 위험과 신뢰가 지각된 유용성, 태도 및 패션상품 구매의도에미치는 영향", 한국의류학회지, 32(5), pp.834~845 (2008), 한국의류학회
  4. 서문식, "인터넷 쇼핑상황에서 경험하는 소비자 감정에 관한 질적 연구", 소비자학연구, 13(2), pp.3~80 (2002), 한국소비자학회
  5. 서상현, "인터넷 쇼핑몰에서 제품의 정보전달이 구매만족과 반 품에 미치는 영향 연구-의류 패션 쇼핑몰 중심-", 석사, pp.2004
  6. 서용한, "인터넷 의류쇼핑몰의 가상모델 특성이 소비자의 쇼핑경험과 충성도에 미치는 영향", 한국의류산업학회지, 8(1), pp.41~47 (2006), 한국의류산업학회
  7. "섬유-IT 융합, 3D 패션기술 상용화" (2010)[URL]
  8. 심수인, "인터넷을 통한 의류상품 구매 시 3차원 가상모델이 위험감소에 미치는 영향", 석사, pp.2007
  9. 양희순, "도전감과 능력이 플로우에 미치는 영향-2D 쇼핑몰과 3D 쇼핑몰을 중심으로-", 한국의류학회지, 32(4), pp.573~585 (2008), 한국의류학회
  10. 유은영, "인터넷 쇼핑몰의 의류상품 제시방법에 따른 쇼핑가 치와 만족", 석사, pp.2008
  11. 유창조, "인터넷 쇼핑몰에서의 쇼핑경험의 질이 재방문의사와 구매의사에 미치는 영향에 관한 연구: 효용적 가치(utilitarian value)와 쾌락적 가치(hedonic value)의 구분", 소비자학연구, 13(4), pp.4~100 (2002), 한국소비자학회
  12. 이영원, "상품 특성에 따른 인터넷 소비자의 지각 위험에 관한 연구", 언론과학연구, 9(4), pp.576~602 (2009), 한국지역언론학회
  13. 이은진, "서비스 품질 평가와 지각된 위험이 인터넷 쇼핑몰에서의 패션상품 구매의도 및 만족에 미치는 영향", 대한가정학회지, 44(5), pp.79~87 (2006), 대한가정학회
  14. 이지원, "인터넷 의류 쇼핑몰에서 제공되는 상품정보 특성 평가", 석사, pp.2003
  15. 이지인, "인터넷 의류 쇼핑몰의 이미지 상호작용 기술에 따른 커뮤니케이션 기능 지각과 효과", 석사, pp.2009
  16. 조영주, "인터넷 쇼핑몰에서의 의류제품 구매 행동에 관한 연구", 한국의류학회지, 25(7), pp.1247~1257 (2001)
  17. 탁명자, "인터넷 패션 쇼핑몰을 위한 가상 피팅 모델 시스템 연구", 멀티미디어학회논문지, 9(9), pp.1184~1195 (2006), 한국멀티미디어학회
  18. 황진숙, "인터넷 위험지각 집단의 의복추구혜택, 인터넷 쇼핑 태도 및 구매의도", 한국의류학회지, 27(7), pp.746~757 (2003)
  19. 진현정, "For fun and profit: Hedonic value from image interactivity and responses toward an Online store", PSYCHOLOGY & MARKETING, 22(8), pp.669~694, JOHN WILEY & SONS INC
  20. 이현화, "Effect of image interactivity technology on consumer responses toward the online retailer", JOURNAL OF INTERACTIVE MARKETING, 19(3), pp.38~53, ELSEVIER
  21. Fiore, A. M, "Individual differences, motivations, and willingness to use a mass customization option for fashion products", European Journal of Marketing, 38(7), pp.835~849 (2004)
  22. Forgel, J, "Understanding designer clothing purchase over the internet", Journal of Fashion Marketing and Management, 14(3), pp.367~396 (2010)
  23. Hirschman, E. C, "Hedonic consumption: emerging concepts, method and propositions", Journal of Marketing, 46, pp.92~101 (1982)
  24. Khakimdjanovaa, L, "Online visual merchandising practice of apparel e-merchants", Journal of Retailing and Consumer Service, 12, pp.307~318 (2005)
  25. Kim, J. H, "Influences of online store perception, shopping enjoyment, and shopping involvement on consumer patronage behavior towards an online retailer", JOURNAL OF RETAILING AND CONSUMER SERVICES, 14(2), pp.95~107 (2007), Elsevier
  26. Kim, J. H, "Information available on a web site: effects on consumers' shopping outcomes", Journal of Fashion Marketing and Management, 14(2), pp.247~262 (2010)
  27. Kim, E. Y, "Predicting online purchase intentions for clothing products", European Journal of Marketing, 38(7), pp.883~897 (2004)
  28. Li, H, "Impact of 3-D advertising on product knowledge, brand attitude and purchase intention: the mediating role of presence", Journal of Advertising Research, 31(3), pp.43~57 (2002)
  29. Park, J. H, "Apparel shopping on the internet: information availability on US apparel merchant web sites", Journal of Fashion Marketing and Management, 6(2), pp.158~176 (2002)
  30. Pine, J. B, "The experience economy: work is theater and every business a stage" (1999), Harvard Business School Press
  31. Schlosser,A.E, "Experiencing products in the virtual world-the role of goal and imagery in influencing attitudes", Journal of Consumer Research, 30(2), pp.184~198 (2003)
  32. Taylor, J. W, "The role of risk in consumer behavior", Journal of Marketing, 38, pp.54~60

관련 논문AI추천

이 간행물의 다른 논문 (15건)