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NTIS 바로가기패션비즈니스 = Fashion business, v.22 no.5, 2018년, pp.1 - 14
윤선영 (숙명여자대학교 의류학과) , 이승희 (숙명여자대학교 의류학과)
The purpose of this study was to define the purchase behavior of online luxury fashion brand consumers that soon became new luxury consumption trends. To investigate online luxury fashion brand consumer's purchase behavior, three variables were suggested based on advanced researches. These variables...
핵심어 | 질문 | 논문에서 추출한 답변 |
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해외직구를 할 때 생길 수 있는 문제는 무엇이며, 이를 해결하기 위한 대책은 무엇이 있겠는가? | (2015)의 연구에서도 패션소비자가 갖는 위험지각이 온라인 해외직구 행동에는 영향을 미치지 않는 것으로 밝혀졌다. 특히 고가격대인 패션 명품을 온라인 채널을 통해 구매할 때 소재, 디자인 등을 실제로 확인하지 못하는 것과 의류 시착기회가 없다는 위험부담이 있다. 이러한 위험부담을 줄이기 위해 모든 명품 온라인 해외직접구매 사이트들은 구매상품에 대해 28일 이내 무료 반품 및 교환, 상세한 상품 사이즈표기, 배송추적 서비스 제공 등 소비자들의 위험지각을 낮추기 위해 노력하고 있다. 소비자의 체감 위험지각 요소 관련 선행연구를 살펴보면, Kim(2016)은 해외직접구매 소비자들의 위험지각의 요인으로 배송 및 반품, 가격 및 결제, 제품 및 쇼핑몰을 꼽았다. | |
경제적 가치의 의미는 무엇인가? | 경제적 가치는 제품이나 서비스를 구매 혹은 이용할 때 다른 대안들과 비교하여 낮은 가격을 통해 소비자들에게 인식된 경제적 측면의 가치를 의미한다(Sheth, Newman, &Gross, 1991). 해외직접구매는 소비자들에게 인기 있는 유명 브랜드 제품들을 유통경로상의 중간경로를 거칠 필요없이 직거래를 통해 저렴한 가격으로 구매할 수 있는 장점이 있다(Lee & Han, 2015). | |
해외직접구매의 장점은 무엇인가? | 경제적 가치는 제품이나 서비스를 구매 혹은 이용할 때 다른 대안들과 비교하여 낮은 가격을 통해 소비자들에게 인식된 경제적 측면의 가치를 의미한다(Sheth, Newman, &Gross, 1991). 해외직접구매는 소비자들에게 인기 있는 유명 브랜드 제품들을 유통경로상의 중간경로를 거칠 필요없이 직거래를 통해 저렴한 가격으로 구매할 수 있는 장점이 있다(Lee & Han, 2015). |
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