본 연구의 목적은 의류판매 온라인 쇼핑몰 상에서의 충동구매행동과 의류판매 사이트의 디자인/나비게이션과 제품 프레젠테이션간의 관계를 알아보기 위한 것이다. 인터넷 설문지를 통한 데이터 수집을 통해 318부가 본 연구에 사용되었다. 연구결과 충동구매를 한 집단의 의류판매 사이트의 디자인/나비게이션과 제품 프레젠테이션의 평가가 그렇지 않은 집단보다 높게 나타났고 온라인 충동구매행동과 의류판매 사이트의 디자인/나비게이션과 제품 프레젠테이션의 평가는 정적인 상관관계를 가지는 것으로 나타났다.
The purpose of this study was to examine the relationship between online apparel impulse buying behavior and apparel website characteristics. The data were collected using an online survey with a structured questionnaire. To recruit participants, online surveys were collected and a total of 318 college students were used in the study. The results of factor analysis showed that website characteristics consisted of two factors (i.e., website design/navigation, product presentation). The results of MANOVA and multiple regression showed that the impulse purchase group evaluated the website where they bought the last apparel item significantly better in website design/navigation and product presentation than the non-impulse purchase group. Based on the results, H1, H2, and H3 were supported. The evaluations of the characteristics of websites where impulse purchases and non-impulse purchases of apparel products were made were significantly different.
Abstract<BR>Ⅰ. INTRODUCTION<BR>Ⅱ. LITERATURE REVIEW<BR>Ⅲ. METHOD<BR>Ⅳ. RESEARCH RESULTS<BR>Ⅴ. CONCLUSIONS, IMPLICATIONS, AND SUGGESTIONS<BR>References<BR>요약<BR>
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