KOREASCHOLAR

인터넷 쇼핑몰 유형에 따른 소비자의 자체 의류 상표에 대한 태도 Consumer Attitude toward Private Apparel Brands according to Internet Shopping

박하나, 이규혜
  • 언어KOR
  • URLhttp://db.koreascholar.com/Article/Detail/49811
복식문화연구 (服飾文化硏究)
제17권 제5호 (2009.10)
pp.911-922
복식문화학회 (The Costume Culture Association)
초록

As more consumers shop online and prefer private label apparel products, the importance of private label apparel brand of Internet shopping malls are increasing. This study investigated consumer attitudes toward private label apparel brand of Internet shopping malls. Attitudes were conceptualized into two sub-factors: utilitarian and hedonic. Based on findings of prior studies, subjective norm and familiarity were included as antecedents to attitude variables. Purchase intention and word of mouth intention were also included as consequence variables of attitudes. Types of Online shopping malls were considered as moderating variable. For the empirical research, the Online survey was conducted. Young male and female consumers who have experience in Internet shopping of clothing products participated in the study. 429 questionnaire were used for the final statistical analysis. Results indicated that subjective norm had significant influence on consumer attitudes toward private label apparel brand. Familiarity however did not have significant influence on attitude variables for general internet shopping malls. For specialized Internet shopping malls, familiarity had significant influence only on hedonic attitude. Attitude variables had significant influence on purchase intention and word of mouth intention. Subjective norm and familiarity had significant influence on purchase intention and word of mouth intention.

저자
  • 박하나 | Ha Na Park
  • 이규혜 | Kyu Hye Lee