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온라인 장바구니의 개인화와 접근성이 패션제품 구매의도에 미치는 영향 -심리적 소유감의 매개효과를 중심으로-
The Effect of Personalization and Accessibility of Online Shopping Cart on Fashion Product Purchase Intention -Focusing on the Mediation Roles of Psychological Ownership- 원문보기

한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.43 no.6, 2019년, pp.910 - 929  

동지윤 (서울대학교 의류학과) ,  허희진 (서울대학교 의류학과) ,  추호정 (서울대학교 의류학과)

Abstract AI-Helper 아이콘AI-Helper

This study identifies the effects of the characteristics of an online shopping cart based on the theory of psychological ownership. This study created experimental stimuli similar to the actual fashion website in order to derive the exact emotional and behavioral responses of participants. To test t...

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질의응답

핵심어 질문 논문에서 추출한 답변
온라인 장바구니는 무엇인가? 온라인 장바구니(online shopping cart)는 온라인 쇼핑몰에서 제공하는 일반적인 기능으로, 구매 전에 소비자가 원하는 제품을 담거나 제거할 수 있도록 만든 가상의 공간을 의미한다. 온라인 장바구니를 이용하는 동기에는 개인 차가 존재한다.
장바구니를 포기하는 원인을 파악할 필요성이 제기되는 이유는 무엇인가? 선행연구에 의하면 온라인 소비자 중 60~75%는 구매하기 전에 온라인 장바구니를 포기하는 것으로 알려져 있으며, 특히 온라인 패션점포에서 그 비율이 높게 나타난다(Baymard Institute, 2019). 이에 장바구니로부터의 구매 전환율(conversion rate), 즉 결제율을 높이고 매출을 늘리기 위해 잠재적인 온라인 구매자가 결제하기 전 장바구니를 포기하는 원인을 파악할 필요성이 제기되고 있다. Roggio(2016)에 따르면, 소비자의 37%는 타 웹사이트와 가격비교를 하기 위해서 장바구니를 이용한 후 장바구니에 담았던 제품을 포기하고, 36%의 소비자는 주문시점에 재정적으로 여유가 없어서 장바구니를 포기하는 것으로 나타났다.
패션소비자의 온라인 장바구니에 관한 연구가 다양한 방향으로 이루어질 필요가 있는 이유는 무엇인가? (2009) 의 연구를 시작으로 소비자가 온라인 장바구니를 포기하게 되는 요인들에 초점을 맞추어 여러 선행변수를 제안하거나(Kukar-Kinney & Close, 2010), 소비자가 온라인 장바구니를 이용하는 동기에 관한 연구가 진행되고 있다(Close & Kukar-Kinney, 2010). 하지만, 온라인 장바구니가 지니는 학문적 및 실무적 중요성을 감안했을 때, 온라인 장바구니에 관한 연구는 매우 부족한 상황이며 특히 패션 관련 연구는 거의 이루어지지 않고 있다. 따라서 패션소비자의 온라인 장바구니에 관한 연구가 다양한 방향으로 이루어질 필요가 있다.
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