여고생의 의복쇼핑성향과 모바일 쇼핑 위험지각이 재구매의도에 미치는 영향

• 영문명: Effect of Clothing Shopping Orientation and Perceived Risks on Repurchase Intention in Mobile Shopping among Girls' Highschool Students
• 발행기관: 충북대학교 생활과학연구소
• 저자명: 유정민(Jeong Min You) 권수애(Soo Ae Kweon) 김은영(Eun Yeong Kim)
• 간행물 정보: 『생활과학연구논총』생활과학연구논총 제19권 제2호, 91~106쪽, 전체 16쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2015.12.30

영문 초록

The purpose of this study is to examine the effects of the clothing shopping orientation and perceived risks of mobile shopping on repurchase intention among girls' highschool students. Sample in this study was 211 girls who had the experience of purchasing clothing through mobile shopping. For data analysis, descriptive analysis, factor analysis, and regression analysis were performed using SPSS Win 18.0.Major findings in this study are as follows. First, clothing shopping orientation consisted of brand-seeking, hedonic shopping, economic shopping, and fashion-seeking orientations. Of shopping orientation factors, hedonic shopping orientation had negative effects on perceived information risk or economic risk, whereas economic shopping orientation had positive effects on transaction risk or performance risk. Second, the information risks and economic risks appeared to have negative effect on clothing repurchase intention, and this study confirmed that information and economic risks were less likely to encourage repurchase intentions for clothing through mobile shopping. Third, hedonic shopping orientation had a direct significant effect on repurchase intention through mobile shopping and also an indirect effect through the information risk or economic risk. This study discussed managerial implications for marketers to develop a variety of mobile marketing strategies and for educators to create educational programs for adolescents.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구방법

Ⅳ. 연구결과 및 고찰

Ⅴ. 결론 및 제언

참고문헌

키워드

Clothing shopping orientation Perceived risk Repurchase intention Mobile shopping