웹 이벤트 유형별 소비자 태도와 패션제품 구매의도

• 영문명: Consumer Attitude and Purchase Intention of Fashion Products by Types of Web Events
• 발행기관: 충북대학교 생활과학연구소
• 저자명: 김진경(Jin Kyung Kim) 김지은(Ji Eun Kim) 김은영(Eun Young Kim)
• 간행물 정보: 『생활과학연구논총』생활과학연구논총 제15권 제1호, 123~132쪽, 전체 10쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2011.06.30

영문 초록

The purpose of this study is to identify underlying dimensions of consumer attitude toward web event and examine relationships among consumer attitude, participate intention and purchase intention of fashion products in the internet shopping malls. For empirical study, four types of web event stimuli were designed based on way to participate (lottery vs. reply) and incentive (giveaway vs. reserved fund); a questionnaire included consumer attitude, participate intention, and purchase intention. A total 271 of usable questionnaires was obtained from consumers who are aged from 14 to 27. Descriptive analysis, ANOVA, and multiple regression analysis were used for data analysis. Findings showed that consumer attitude toward web event consisted of two factors: utilitarian and hedonic attitudes. There was significant difference in the hedonic attitude among four types of web events. Also, participate intention was influenced by consumer attitude, especially hedonic attitude toward web event. Purchase intention was influenced by participate intentions for all types of web event. Particularly, hedonic attitude increased purchase intention for web event type 1 (lottery-giveaway); utilitarian attitude increased purchase intentions for web event type 3 (Reply-giveaway) and 4 (Reply-reserved fund). Managerial implication was discussed for developing an effective promotional strategy over the internet shopping malls.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구방법

Ⅳ. 결과 및 논의

Ⅴ. 결론 및 제언

참고문헌

키워드

consumer attitude internet shopping mall purchase intention web event