지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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This study investigated consumers' multi-channel behavior for fashion product purchases and compared perceived risks by channel type. A survey involving male and female college students was conducted in the Daegu and Gyungbuk area in December 2013. A total of 400 responses were analyzed using descriptive statistics, chi-square analysis, independent sample t-test, paired t-test, factor analysis, and reliability analysis. An internet shopping mall was the most frequently chosen retailer type for fashion product purchases and information searches. In addition, respondents also preferred independent branded stores, department stores, and non-branded stores. The number of retailer types for clothing item purchases ranged from 1 to 6 and the average was 3.06. The number of retailer types was significantly higher in women groups according to gender variables. Perceived risk had the highest evaluation score for internet shopping malls. Department stores were recognized as a reliable retailer type. The construct of perceived risk was shown as similar in off-line stores such as department stores, independent branded stores, and non-branded stores. Instead, the construct was differentiated from the case of internet shopping malls. Some insightful suggestions were suggested for future research and industrial marketing plans based on the results.
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참고문헌 (16)
참고문헌 신청
Aghekyan-Simonian, M. / 2012 / The role of product brand image and online store image on perceived risks and online purchase intentions for apparel / Journal of Retailing and Consumer Services 19(3):325~331
Bang, K. S. / 2013 / Study on risk behavior and risk perception in purchase of outdoor wear according to participation motivation of mountain climbing activity
Chang, E. C. / 2013 / E-store image, perceived value and perceived risk / Journal of Business Research 66(7):864~870
Chung, I. H. / 2011 / Fashion marketing / Sigongart
Chung, I. H. / 2012 / Consumer's multi-channel choice in relation to fashion innovativeness and fashion items / International Journal of Management Cases 14(4):27~34
Bang, K. S. / 2013 / Study on risk behavior and risk perception in purchase of outdoor wear according to participation motivation of mountain climbing activity
Chang, E. C. / 2013 / E-store image, perceived value and perceived risk / Journal of Business Research 66(7):864~870
Chung, I. H. / 2011 / Fashion marketing / Sigongart
Chung, I. H. / 2012 / Consumer's multi-channel choice in relation to fashion innovativeness and fashion items / International Journal of Management Cases 14(4):27~34
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