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한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.42 no.6, 2018년, pp.962 - 976
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This study examined: 1) the influence of 3 social presence types including shopping companions, other consumers, and sales associates on the consumer's purchase decision at a retail store; 2) the difference in the influence by shopping situation involving shopping together or shopping alone; and 3) ...
| 핵심어 | 질문 | 논문에서 추출한 답변 |
|---|---|---|
| 소비자에 대한 구분? | , 2016). 따라서 다른 소비자를 집단 내(쇼핑동반자) 혹은 집단 외(모르는 다른 소비자)로 구분하기도 한다(He et al., 2012; Zhang et al. | |
| 리테일 매장환경에서 쇼핑객에게 영향을 미칠 수 있는 인적요소는? | 마케팅 환경에서 집단, 판매원, 가족 등의 대인 영향 (interpersonal influence)은 중요한 소비자 행동 분야이다(McGrath & Otnes, 1995). 리테일 매장환경에서 쇼핑객에게 영향을 미칠 수 있는 인적 요소(human variables), 즉 사회적 요소(social element)는 다른 소비자와 판매원을 의미한다(Kim & Kim, 2012). 다른 소비자는 대부분 함께 쇼핑 중인 쇼핑동반자를 의미하지만 최근 매장 내 낯선 다른 쇼핑객도 관심을 받고 있다(Argo et al. | |
| 소비자가 구매 혹은 비구매의 결정을 내리는 단계에서 판매원의 긍정적 메시지가 주는 영향? | 마음에 드는 제품을 착용 후, 어울리는 듯하지만 확신이 가지 않거나 잘 맞는 것 같지만 망설여질 때 소비자는 어떻게 구매 혹은 비구매의 결정을 내릴까? 이 단계에서 “고객님한테 너무 잘 어울려요”, “너무 예뻐요” 등 판매원의 긍정적 메시지는 소비자에게 확신을 주고 구매결정을 도울 수 있다. 실제로 판매원은 고객과의 상호작용을 통해 구매에 영향을 미친다(Sharma & Levy, 2003; Zhang et al., 2014). |
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