해외의류브랜드의 국내 유통경로별 상품경쟁력 요소의 소비자 구매결정 영향 차이에 관한 실증 연구

• 영문명: An Empirical Study on Differences of Influencing Consumer’s Buying Decisions with Products’ Competitiveness by Domestic Distrubution Channels of Foreign Clothing Brands
• 발행기관: 한국통상정보학회
• 저자명: 박수홍(Soo-Hong Park)
• 간행물 정보: 『통상정보연구』제10권 제2호, 235~261쪽, 전체 27쪽
• 주제분류: 사회과학 > 무역학
• 파일형태: PDF
• 발행일자: 2008.06.30

영문 초록

The purpose of the study is to test differences in consumers’ satisfactions on products’ competitiveness by domestic distribution channels of foreign clothing brands. Domestic distribution channels of foreign clothing brand consist of 5 channels as multi channel strategy. And product’s competitiveness consists of prices, qualities, brand image and services.The results from the research show that there are differences in satisfaction by distribution channels. And they imply that distribution channel strategy is used with 5 channels in Korea, which are emphasized with different products’ competitiveness.The contribution of the study is to analyze differences in consumer’s satisfaction by 5 channels with data from consumer’s perspectives, not firms’ viewpoints.

목차

Ⅰ. 서론

Ⅱ. 국내 유통경로 및 시장 현황

Ⅲ. 이론적 고찰

Ⅳ. 연구 모형 및 연구가설

Ⅴ. 실증분석 결과 및 시사점

Ⅵ. 결론

참고문헌

Abstract

키워드

Foreign clothing brand distribution channels consumers’ satisfaction