패션지향성, 목적지향적/체험적 쇼핑동기, 플로우 경험과 패션제품 구매행동
Fashion Orientation, Goal-directed or Experiential Motivations, Shopping Flow Experience and Purchasing Behavior of Fashion Products
1
조회
0
다운로드
5
인용
0
참고문헌
키워드
초록
The purpose of this study was to examine the relationships among fashion orientation, shopping motivations, shopping flow experience, and purchases of fashion products. Two types of shopping motivations were employed in the study: goal-directed and experiential. A conceptual research model was developed using research variables and structural equational modeling was used to test hypotheses. Empirical results indicated that fashion orientation had a strong positive direct effect on both types of shopping motives. Experiential and goal-directed motivations both had significant influence on shopping flow experience by consumers. During this process the influence of experiential motivation on flow experience was stronger, which implies the importance of experiential motivation on shopping fashion products. In addition, shopping flow experience played an important role in fashion product purchasing. Results of this study suggest that retailers should take into consideration flow in the context of shopping.
Abstract
The purpose of this study was to examine the relationships among fashion orientation, shopping motivations, shopping flow experience, and purchases of fashion products. Two types of shopping motivations were employed in the study: goal-directed and experiential. A conceptual research model was developed using research variables and structural equational modeling was used to test hypotheses. Empirical results indicated that fashion orientation had a strong positive direct effect on both types of shopping motives. Experiential and goal-directed motivations both had significant influence on shopping flow experience by consumers. During this process the influence of experiential motivation on flow experience was stronger, which implies the importance of experiential motivation on shopping fashion products. In addition, shopping flow experience played an important role in fashion product purchasing. Results of this study suggest that retailers should take into consideration flow in the context of shopping.
참고문헌 (29)
- 김정구, "마케팅활동, 사회적 상호작용, 플로우가 온라인 게임의 애호도와 구전에 미치는 영향에 관한 연구- 온라인 게임의 브랜드매력성과 브랜드일체감의 매개적 영향", 마케팅연구, 18(3), pp.93~120 (2003), 한국마케팅학회
- 김지영, "소비자관여가 소비자가 인지한 의류제품의 성과에 미치는 영향", 한국의상디자인학회지, 4(1), pp.19~33 (2002), 한국의상디자인학회
- 박은주, "패션관여, 쾌락적 소비가 충동구매에 미치는 영향-한국과 미국 소비자의 비교", 한국의류학회지, 30(9,10), pp.1413~1422 (2006), 한국의류학회
- 손미영, "여성기성복 구매행동에 영향을 미치는 라이프스타일 변수 연구", 석사, pp.1988
- 임경복, "여성 구매자의 정보원 활용 유형에 따른 의복관여도 및 쇼핑성향과 의복 구매행동에 관한 연구", 한국의상디자인학회지, 9(1), pp.221~234 (2007), 한국의상디자인학회
- 이명수, "인터넷상에서 지각된 플로우와 실용적 가치가 구매의도에 미치는 영향에 관한 탐색적 연구", 마케팅관리연구, 6(1), pp.61~84 (2001)
- 이은진, "인터넷쇼핑에서의 플로우 경험과 실용적 가치 지각이 패션상품 구매의도에 미치는 영향", 한국의류학회지, 30(8), pp.1188~1198 (2006), 한국의류학회
- 지혜경, "소비자들의 인터넷 쇼핑가치에 따른 관계품질 및 구매행동특성 - 의류제품 구매를 중심으로", 한국의상디자인학회지, 11(1), pp.63~75 (2009), 한국의상디자인학회
- 최선형, "유행 선도자의 특성 연구:유행선도력,사회적 성격,의복 동조성,유행 정보원사용간의 관계", 한국의류학회지, 11(3), pp.15~24 (1987)
- 한상린, "FLOW개념을 이용한 인터넷 환경에서의 소비자 구매의도 결정요인 분석", 마케팅연구, 15(1), pp.187~204 (2000)
- 홍금희, "쇼핑동기와 서비스품질 지각이 고객의 감정적 반응과 패션점포 만족도에 미치는 영향", 한국의류학회지, 26(2), pp.216~226 (2002)
- 황선진, "조정변수로서 소비자의 유행관여, 상표친숙성, 부정적 정보가 의류상표확장 평가에 미치는 영향", 한국의류학회지, 27(1), pp.9~17 (2003), 한국의류학회
- Arnold, M. J., "Hedonic shopping motivation", Journal of Retailing, 79, pp.77~95 (2003)
- Bagozzi, R. P., "On the evaluation of structural equation models", Journal of the Academy of Marketing Science, 16, pp.74~94 (1991)
- Bollen, K. A., "Structural equations with latent variables" (1989), Wiley
- Carpenter, J. M., "Consumer shopping value for retail brands", Journal of Fashion Marketing and Management, 9(1), pp.43~53 (2005)
- Csikszentmihalyi, M., "Optimal experience in work and leisure", Journal of Personality and Social Psychology, 56(5), pp.815~822 (1989)
- Dawson, S., "Shopping motives, emotional states, and retail outcomes", Journal of Retailing, 66, pp.408~427 (1990)
- Donovan, R. J., "An environmental psychology approach", Journal of Retailing, 58(1), pp.34~57 (1982)
- Hauseman, A., "A multi-method investigation of consumer motivations in impulse buying behavior", Journal of Consumer Marketing, 17(5), pp.403~419 (2000)
- Hoffman, D. L., "Marketing in hypermedia computer-mediated environments: Conceptual foundations", Journal of Marketing, 60, pp.50~68 (1996)
- Kaiser, S. B., "The social psychology of clothing (2nd eds.)" (1997), Fairchild
- Kapferer, J.-N., "Consumers' involvement profile: New empirical results", Advances in Consumer Research, 12, pp.290~295 (1985)
- Mathwick, C., "Play, flow, and the Online search experience", Journal of Consumer Research, 31, pp.324~332 (2004)
- Novak, T. P., "The influence of goal-directed and experiential activities on Online flow experiences", Journal of Consumer Psychology, 13(1), pp.3~16 (2003)
- Novak, T. P., "Measuring the customer experience in On-line environments: A structural modeling approach", Marketing Science, 19, pp.22~42 (2000)
- Richins, M. L., "After the new wears off: The temporal context of product involvement", Journal of Consumer Research, 13, pp.280~285 (1986)
- Shim, S., "A typology of apparel shopping orientation segments among female consumers", Clothing and Textiles Research Journal, 12(1), pp.73~85 (1993)
- Smith, D. N., "Flow and Internet shopping behavior: A conceptual model and research propositions", Journal of Business Research, 57, pp.1199~1208 (2004)