인터넷 쇼핑몰 유형에 따른 소비자의 자체 의류 상표에 대한 태도open accessConsumer Attitude toward Private Apparel Brands according to Internet Shopping
- Other Titles
- Consumer Attitude toward Private Apparel Brands according to Internet Shopping
- Authors
- 박하나; 이규혜
- Issue Date
- Oct-2009
- Publisher
- 복식문화학회
- Keywords
- 주관적 규범; 소비자 태도; 친숙성; 인터넷 쇼핑몰; 자체 의류 상표; subjective norm; consumer attitude; familiarity; internet shopping malls; private apparel brands
- Citation
- 복식문화연구, v.17, no.5, pp.911 - 922
- Indexed
- KCI
- Journal Title
- 복식문화연구
- Volume
- 17
- Number
- 5
- Start Page
- 911
- End Page
- 922
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/175987
- DOI
- 10.29049/rjcc.2009.17.5.911
- ISSN
- 1226-0401
- Abstract
- 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.
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