KOREASCHOLAR

소셜커머스 이용자들의 의복쇼핑성향과 지각된 위험이 패션제품 구매의도에 미치는 영향 The effects of clothes shopping orientation and perceived risk on purchase intention in social commerce

김혜진, 정명선
  • 언어KOR
  • URLhttp://db.koreascholar.com/Article/Detail/305139
복식문화연구 (服飾文化硏究)
제23권 제3호 (2015.06)
pp.384-399
복식문화학회 (The Costume Culture Association)
초록

The purpose of this study is to empirically investigate consumers’ clothes shopping orientation factors and perceived risk factors affecting the purchase intention for fashion products in social commerce. For this study, questionnaires were given to 500 adults in their 20s~30s who had experience of using social commerce related to general products or services. To analyze the results of this study, we conducted descriptive analysis, factor analysis, reliability analysis, a chi-square independence test, and hierarchical regression analysis using SPSS 18.0. The results were as follows. First, social commerce users’clothes shopping orientations were classified into the pursuit of pleasure, brand, fashion innovation, trend, and utility, and the perceived risks were classified into the risks related to products, consumer service, loss of purchase opportunity, confidence in the web site, economy, and security. Second, clothes shopping orientation factors and perceived risk factors had a somewhat significant influence on the purchase intention for fashion products. Third, there was a significant difference between sexes regarding the influences of the clothes shopping orientation factors and perceived risk factors for the purchase intention of fashion products. Finally, this study aims to provide useful information for fashion companies to enable them to establish specific strategies that can influence consumers’purchase behaviors through social commerce.

저자
  • 김혜진(전남대학교 의류학과 / 전남대학교 생활과학연구소) | Hyejin Kim
  • 정명선(전남대학교 의류학과 / 전남대학교 생활과학연구소) | Myungsun Chung Corresponding author