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NTIS 바로가기한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.38 no.1, 2014년, pp.87 - 96
강은미 (동아대학교 패션디자인학과) , 유정 (동아대학교 패션디자인학과) , 박은주 (동아대학교 패션디자인학과)
E-shopping is traditional method to purchase products in a modern society. Fashion products are one of the most popular product categories sold and impulsively bought online. This study examined the causal relationship of shopping value, positive emotion, urge to buy impulsively, and e-impulse buyin...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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쾌락적 쇼핑가치를 지닌 소비자들은 어떠한 경향을 보이는가? | 패션제품의 인터넷 구매행동에 영향을 미치는 소비자 특성 중 하나인 쇼핑가치는 쇼핑이라는 상황에서 소비자가 지니고 있는 가치로 쾌락적 쇼핑가치와 실용적 쇼핑가치의 두 차원으로 분류될 수 있으며, 이러한 소비자들의 쇼핑가치는 소비자들이 쇼핑과정에서 느끼는 즐거움, 흥분과 같은 긍정적인 감정에 영향을 미치는 것으로 나타났다. 특히, 쾌락적 쇼핑가치를 지닌 소비자들은 실용적 쇼핑가치를 지닌 소비자들보다 흥분, 신뢰감 등의 긍정적 감정을 더 많이 느꼈고 불쾌감은 덜 느끼는 것으로 나타났다(Park & Kang, 2005; Park et al., 2006; Park & Yoh, 2010; Park, 2012; Yuksel, 2007). | |
의류 제품의 인터넷 쇼핑 과정에서 쾌락적 쇼핑가치가 높은 소비자들은 어떠할수록 높은 구매 빈도를 나타내는가? | , 2006). 의류제품의 인터넷 쇼핑과정에서 쾌락적 가치가 상대적으로 높은 소비자들은 인터넷 사용기간이 길수록, 여성보다는 남성이, 교육수준이 낮을수록, 연령이 낮을수록, 소득이 높을수록 의류제품의 구매빈도가 높은 것으로 나타났다(Lee, 2005). 또한 인터넷 쇼핑몰에서 패션제품을 구매할 때도 쾌락적 쇼핑가치가 높은 소비자들은 실용적 쇼핑가치가 높은 소비자들에 비해 쇼핑몰 환경으로부터 영향을 더 많이 받았으며 쇼핑과정에서 흥분, 신뢰감, 불안감은 더 느꼈으나 불쾌감은 덜 느끼는 것으로 나타났고, 구매의도도 상대적으로 높은 것으로 나타났다(Park & Kang, 2005). | |
쇼핑가치는 어떻게 분류될 수 있는가? | 패션제품의 인터넷 구매행동에 영향을 미치는 소비자 특성 중 하나인 쇼핑가치는 쇼핑이라는 상황에서 소비자가 지니고 있는 가치로 쾌락적 쇼핑가치와 실용적 쇼핑가치의 두 차원으로 분류될 수 있으며, 이러한 소비자들의 쇼핑가치는 소비자들이 쇼핑과정에서 느끼는 즐거움, 흥분과 같은 긍정적인 감정에 영향을 미치는 것으로 나타났다. 특히, 쾌락적 쇼핑가치를 지닌 소비자들은 실용적 쇼핑가치를 지닌 소비자들보다 흥분, 신뢰감 등의 긍정적 감정을 더 많이 느꼈고 불쾌감은 덜 느끼는 것으로 나타났다(Park & Kang, 2005; Park et al. |
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