모바일 프로모션 사용시 패션제품 대안선택휴리스틱과 쇼핑가치와의 관계

• 영문명: Relationship between Alternative Choice Heuristics and Shopping Value in Mobile Promotion Redemptions for Fashion Products
• 발행기관: 충북대학교 생활과학연구소
• 저자명: 김은영(Kim, Eun Young)
• 간행물 정보: 『생활과학연구논총』생활과학연구논총 제24권 제3호, 65~74쪽, 전체 10쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2020.12.30

영문 초록

This study was to examine the relationship between consumer choice heuristic, shopping value in using mobile promotions for fashion products, and to predict the reuse intentions of mobile promotions by impulsive versus non-impulsive purchases. A self-administered questionnaire was developed for measuring choice hueristics, utilitarian and hedonic shopping values, and reuse intentions for monetary and non-monetary promotions. A total of 470 responses were obtained from consumers who had purchase experiences with mobile promotions(e.g., coupon or sales)for fashion products. In redeeming mobile promotion for fashion products, consumer choice heuristic consisted of two factors: price-based heuristic and brand-referral heuristic. Result showed that the choice heuristic factors had a significant effect on utilitarian or hedonic value, leading to reuse intentions of mobile promotions. With regards to purchase situation, sample was classified into two groups (impulse vs. non-impulse). For impulse buying situation, dual path models were suggested: the price-based heuristic increased the shopping values, leading to the reuse intentions for both monetary and non-monetary promotions; and the brand-referral heuristic increased the hedonic shopping value, leading to the reuse intention for non-monetary promotions. For non-impulse buying situation, only brand-referral heuristic had a positive effect on hedonic shopping value, influencing reuse intention for non-monetary promotions. This study discussed a practical implication for effectively managing mobile marketing strategies in the fashion marketplace.

목차

Ⅰ. 서 론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과

Ⅴ. 결론 및 제언

참고문헌

키워드

choice heuristic mobile promotion shopping value fashion