가상패션쇼가 소비자 구매의도에 미치는 영향 연구 : SS24 ‘열약생휘(悦跃生辉)’ 가상 국제 패션위크를 사례로
A Study on the Factors Influencing Consumers' Purchase Intentions of Clothing Products in Virtual Fashion Shows
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초록
본 연구의 목적은 S-O-R 모델을 기반으로 가상패션쇼 관련 의류 제품에 대한 소비자 구매의도의 영향 요인을 탐구하고 향후 가상패션쇼의 기획과 홍보, 의류 제품의 전시를 위한 이론적 근거와 시사점을 제시하는 데 있다. 연구 목적을 달성하기 위해 본 연구는 S-O-R 모델을 기반으로 사회적 영향, 의류 특징, 브랜드 명성, 의류 품질, 촉진 조건, 전시 효과, 인지와 감정 변수를 활용하여 가상패션쇼 의류 제품에 대한 소비자 구매의도 모델을 구축했다. 정량 분석 방법을 이용하여 구축된 모델을 검증하고 소비자 구매의도의 영향 요인을 밝혔다. 연구 결과에 따르면 사회적 영향, 의류 특징, 브랜드 명성, 의류 품질, 촉진 요소, 전시 효과가 소비자 인지와 감정에 유의미한 정(+)적인 영향을 미치는 것으로 나타났다. 그리고 소비자 인지와 감정은 가상패션쇼 의류 제품에 대한 구매의도를 높일 수 있음을 검증했다.
Abstract
This study aims to explore the factors influencing consumers' purchase intentions for clothing products related to virtual fashion shows, based on the S-O-R model, providing theoretical support and practical guidance for the organization, promotion, and display of clothing products in future virtual fashion shows. To achieve this research objective, the study introduces variables such as social influence, clothing characteristics, brand reputation, clothing quality, facilitating factors, display effect, and cognitive-emotional variables into the S-O-R model to construct a model that influences consumers' purchase intentions for clothing products in virtual fashion shows. Through quantitative data analysis, this study evaluates the applicability of this theoretical model in the context of consumer purchase intentions for virtual fashion shows and examines the factors that affect these intentions. The results indicate that positive social influence, clothing characteristics, brand reputation, clothing quality, facilitating factors, and display effect have a significant positive impact on consumers' cognition and emotions. Positive cognition and emotions, in turn, enhance consumers' purchase intentions for clothing products showcased in virtual fashion shows.
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