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NTIS 바로가기服飾 = Journal of the Korean Society of Costume, v.65 no.4, 2015년, pp.45 - 60
남희경 (서울대학교 의류학과) , 손희정 (서울대학교 의류학과) , 이유리 (서울대학교 생활과학연구소)
Emotional consumption value orientation has played a significant role to have a direct effect on making purchase in our lives. And emotional value has been dealt within the SPA brand contexts recently. Therefore, the current study investigates how SPA brand consumers' emotional value consumption ori...
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핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
제품 속성이란? | 제품 속성이란 소비자가 원하는 제품의 기능을 수행하는데 필요한 제품구성 요소를 말한다(Hong & Na, 2007). 의류 제품의 속성이란 소비자들의 의류 제품을 선택할 때 기본적으로 고려하는 디자인, 색, 무늬, 옷감, 바느질, 재단 등과 같은 의복의 객관적인 제품 특성뿐만 아니라 편안함, 관리성, 상표 등 소비자가 원하는 주관적인 특성을 포함한 종합적인 개념을 의미한다(Park, Ku, & Koo, 2007). | |
실용성과 쾌락성으로 구분된 판매촉진은 어떤 영향을 주는가? | 판매촉진에 관한 연구에서 판매촉진의 속성을 실용성과 쾌락성으로 구분하였다(Chandon, Wansink, & Laurent, 2000). 이러한 속성은 구매에도 영향을 미치는데, 가격 지향적 판매촉진의 경제적 속성이 구매에 직접적인 영향을 줄 뿐 아니라, 제품정보제공 및 제품 체험과 같은 쾌락적 속성 또한 구매에 영향을 줌을 확인하였다(Lynch & Dan, 1998). | |
가격 어떠한 요소인가? | 가격은 마케팅믹스 요소들 중 수익을 산출해내는 유일한 요소로(Keller, 2008), 기업의 매출액 및 이익에 직접적인 영향을 미치는 것은 물론 그 자체가 판매량에 직접적인 영향을 미치는 마케팅믹스 요소이므로 매우 중요하다(Choi, 2003). 특히, SPA 브랜드들의 가격 저렴성은 이들의 성공 요인 중 하나로 판단되는 바, 소비자가 가격 속성 평가가 구매 결정 요인이 되기도 하므로 가격 속성 요소를 파악하는 것은 중요하다. |
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