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자료유형
학술저널
저자정보
송명화 (건국대학교 의류학과) 황진숙 (건국대학교 의류학과)
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한국의류학회 한국의류학회지 한국의류학회지 제32권 제2호
발행연도
2008.1
수록면
179 - 189 (11page)

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The purposes of this study were to segment surrogate internet shopping mall consumers by fashion leadership and to find the differences among the segmented groups in regard to surrogate internet shopping perceived risks, selection criteria, dissatisfactions with surrogate shopping malls, and other purchase behavior. The subjects of this study were female consumers who were users of surrogate internet shopping malls. The data were collected during October, 2005. The respondents returned the questionnaires and 283 questionnaires were finally used in the data analysis. The statistical analyses used for the study were factor analysis, ANOVA, Duncan test, and $X^2$-test. The results showed that consumers were segmented by four groups: fashion dual leaders, fashion leaders, fashion followers, and fashion laggards. These segmented groups were significantly different in regard to surrogate internet shopping mall perceived risks, selection criteria, dissatisfactions with surrogate shopping malls, and other purchase behavior. Generally, fashion dual leaders had less perceived risks, considered diverse selection criteria important, and were less dissatisfied with surrogate shopping malls. Also, the fashion dual leaders had a higher purchase frequency and paid a higher price on surrogate internet shopping malls.

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