Earticle

최근 등산객이 급속히 늘어나면서 등산복에 대한 소비자의 욕구도 다양화되고 있다. 또 이를 충족시키기 위해 다양한 기능의 스마트 등산복이 출시되고 있다. 스마트 등산복은 기존 등산복이 제공하는 착용감이나 소재적 특성을 넘어서 다양한 기능성을 제공할 수 있으며, 미래 등산복 시장에서 주요 제품이 될 것으로 기대된다. 본 연구는 기술수용모형(TAM)을 바탕으로 스마트 등산복의 구매의도에 영향을 미치는 요인을 분석하였다. 이를 위하여 20-61세의 등산 경험이 있는 남녀 641명을 온라인 설문조사하였다. 또 기존 TAM 연구에서 제시된 선행변인 외에 유행관여를 추가하고, 기술혁신성에 보건성이나 기계적 기능을 고려하여 확장된 TAM모형을 도입하였다. 분석 결과, 자기효능감은 지각된 유용성, 지각된 사용용이성, 지각된 즐거움에 모두 영향을 미치고, 의복관여는 지각된 사용용이성에, 유행관여는 지각된 유용성에 영향을 미치는 것으로 나타났다. 또한 지각된 사용용이성은 지각된 유용성과 지각된 즐거움 모두에 영향을 주었고, 지각된 유용성과 지각된 즐거움은 구매의도에 직접 영향을 주는 것으로 나타났다. 분석 결과, 등산복이 첨단제품으로서 고객의 자기효능감과 유행관여에 결합되어야 하고, 동시에 의복의 일종이라는 전통적인 이미지를 탈피할 때 스마트 등산복의 기능성과 유용성이 소비자에게 인식될 수 있다는 함의를 도출할 수 있었다.

An increasing number of mountaineers are recently creating diverse consumer needs for mountaineering garments, thereby leading to a production of smart mountaineering garments with diverse-functions. Smart mountaineering garments are increasingly adding to comfort and safety, boosting their market size. This study researched on the Technology Acceptance Model (TAM) to examine factors that influence the intention of consumers to purchase buy mountaineering garments. For that purpose, 641 people aged 20-61 years who experienced in mountaineering were surveyed online. An extended TAM was designed by adding new variables such as fashion involvement and garment involvement associated with the characteristics of clothing products to the variables such as self-efficacy sense, technological innovativeness, perceived enjoyment. The findings of the study suggested that self-efficacy sense influenced perceived usefulness, perceived easiness of use, and perceived enjoyment, while garment involvement and fashion involvement influenced the perceived easiness of use and the perceived usefulness, respectively. Also, the perceived easiness of use influenced perceived usefulness and perceived enjoyment, while the perceived usefulness and perceived enjoyment directly influenced the intention of purchase. Based on the findings of this research, this study seeks to determine factors variables of smart garments purchase intention, and to explore measures to enhance such purchase intention, thereby offering working implications for developing smart mountaineering garments.

본 연구는 증가하는 충동구매 현상을 설명하기 위해 소비자의 인지적 정보처리 활동이 충동구매와 관련이 있을 것이라는 사실을 입증하는데 초점을 두었다. 이를 위해 인지적 선행변수인 관여도와 지식수준이 충동구매에 미치는 영향과 충동구매가 소비자의 인지적 반응을 유발하는지를 분석하였다. 소비자의 인지적 반응은 부정적 인지적 반응인 인지부조화와 긍정적 인지적 반응인 긍정적 구매평가로 나누어 분석하였다. 분석결과에서 관여도와 지식수준은 충동구매에 긍정적인 영향을 미치는 것으로 나타났고, 충동구매는 인지부조화와 긍정적 구매평가를 유발하는 것으로 나타났다. 그리고 관여도와 지식수준은 긍정적 구매평가에 이중매개적 영향을 미치는 것으로 나타났다. 이런 결과는 충동구매가 단순히 감정적이고 즉흥적인 행위가 아니라 소비자의 인지적 판단이 개입되는 이성적 행위라는 점을 시사한다. 관여도와 지식수준은 인지부조화에는 직접적 영향을 미치지 않았는데, 이는 부정적 결과가 예상되는 구매행위는 하지 않는다는 점을 나타낸다고 할 수 있다. 향후 연구에서는 충동구매와 관련한 인지적 반응이 다음의 구매에 어떤 영향을 미치는지에 관해 규명할 필요가 있을 것이다.

In this research, researcher focuses on examining the relationship between consumers' cognitive information processing and impulsive purchase, for the purpose of explanation on the increasing consumers' impulsive purchasing these days. First, researcher examines the effects of involvement and knowledge on impulsive purchase, then examines the effects of impulsive purchase on cognitive dissonance and on buying evaluation. The empirical results show that involvement and knowledge lead to impulsive purchase, and impulsive purchasing lead to cognitive dissonance and positive buying evaluation. The supplemental analyses show that involvement and knowledge affect on buying evaluation not only through impulsive purchase but also directly. These results have the meaning that consumers' impulsive purchase is not an urgent or emotional behavior but a behavior intervened a sort of cognitive reasoning. Involvement and knowledge didn't affect on cognitive dissonance directly. In the future, it needs to research on the effects of the afterward variables of impulsive purchasing such as cognitive dissonance and buying evaluation on brand loyalty or buying intention.

Researchers of involvement scales claimed that their measures were "global", meaning that scales could be applied to any product category. However, these global measures may not successfully capture the unique characteristics of a product, especially, when the product is highly complex and provides great variety in consumer choice. This study seeks to generate an appropriate measure of apparel involvement by modifying previous involvement measures and testing the reliability and validity of the measure.(중략)

For consumer behaviors, consumers select products or brands by interaction between individual and situation rather by either individual characteristic or environmental characteristic. This study was to make a comparative study on characteristics and differences in the pursued benefits and the information search behavior of clothes, and relationship between the pursued benefits and information search behavior. The subject of this study is women from twenties to fifties who live in Seoul and the Capital area. I used sampling, collected total 404 questionnaires, and used them in analyzing data. The analysis methods are One-Way ANOVA, Two-Way ANOVA, Duncan test, t-test, and Corriant. The results are as follows; 1. For the effect of interaction between usage situation and involvement level of pursued benefits, first, fashion was the highest for the group of high involvement when they purchased clothes to wear in alumni association. The difference in pursing fashion for the group of low involvement was little by usage situation of wearing clothes. Second, pursuit of practicability was the highest for the group of high consumer involvement and the group of low consumer involvement when they purchased clothes to wear in the house. The difference between two groups in pursuing practicability was little when they purchased clothes to wear in the house, travel, or alumni association, but was much in wedding meeting. Third, symbolism was the highest for the group of high involvement when they purchased clothes to wear in alumni association, and the group of high consumer involvement reacted more sensitively than of low involvement. Fourth, pursuit of economy efficiency was the highest for the group of low involvement when they purchased clothes to wear in the house, and the group of high involvement showed a greater difference than of low involvement in the level of recognizing economic efficiency of clothes by usage situation. 2. For the effect of interaction between usage situation and consumer involvement in clothes, the level of using non-personal observation information for the group of high involvement was the highest when they purchased clothes for wedding meeting. The group of high involvement reacted more sensitively than low involvement by usage situation in the information search. The group of high participation found surely conditions of alumni association or travel in using non-personal observation information, while the group of low involvement did not. For use of media information by the interaction between usage situation and involvement in clothes, it was the highest when the group of high involvement purchased clothes to wear in wedding meeting. The level of information source by usage situation for the group of high involvement was higher than of low consumer involvement.

본 연구의 목적은 위험지각 측면에서의 의복관여도와 의류판매 웹사이트 상에서의 충동구매행동간의 관계를 알아보기 위한 것이다. 인터넷 설문지를 사용한 데이터 수집을 통해 339부가 본 연구에 사용되었다. 가설검증 전에 의복관여 요인을 분류하기 위해 요인분석을 실시한 결과 위험지각 측면에서의 의복관여가 두 가지 요인으로 분류되었다. 첫번째 요인은 risk importance이고 두 번째는 risk probability로 분류되었다. MANOVA를 통한 통계분석 결과 충동구매집단이 비충동구매집단보다 의복관여의 risk importance와 risk probability의 측면 모두에서 유의하게 낮게 나타났고 충동구매집단의 충동구매성향과 의복관여도의 두 가지 측면이 모두 부적인 상관관계를 가지는 것으로 나타났다. 그 결과 가설 1,2 모두가 검증되었다.

Consumers nowadays spend more time using computers and are getting used to buying products through the Internet(Park, 2002), and therefore, understanding consumers' impulse buying behavior in an online shopping context is also important for retailers. The purpose of this study was to examine the relationship between online apparel impulse buying behavior and the two risk dimensions of apparel involvement(i.e., risk importance, risk probability). The data were collected using an online survey with a structured questionnaire. A total of 339 college students were used in the study. The results of MANOVA showed that the impulse buyer group perceived the risk importance and risk probability of apparel involvement significantly lower. Based on the results, the two hypotheses were supported. From the results of the present study, it is concluded that the two risk dimensions of apparel involvement are negatively related to online impulse buying behavior of apparel products. From the results of the present study, it is concluded that the risk dimensions of apparel involvement are closely related to the online apparel impulse buying behavior.

With increasing concerns about environmental issues that can result from apparel and textile disposal, the recycling methods for discarded fashion products have gained significant attention. As the influential drivers of consumer purchasing and consuming behaviors, fashion innovativeness and fashion involvement can play important roles in forming consumer attitudes toward apparel recycling. The purpose of this study was to (1) investigate consumer attitudes toward three different methods of apparel recycling including resale, reform, and donation, (2) examine the effects of fashion innovativeness and fashion involvement on consumers' apparel recycling attitudes, and (3) identify gender difference in the relationships among fashion innovativeness, fashion involvement, and recycling attitudes. Using a web-based survey, data were collected from 281 Korean consumers who were in their 20s and 30s. Overall, both male and female consumers revealed the most favorable attitudes toward apparel recycling through donation, followed by reform, and resale. The findings suggest that consumer traits, such as fashion innovativeness and fashion involvement, are important factors predicting male consumers' apparel recycling behaviors. Those male consumers who perceive fashion as important were more interested in apparel recycling than those males who put low importance on fashion. Male fashion innovators were less likely to recycle their unused and old apparel items. Further studies identifying antecedents of female consumers' attitudes toward apparel recycling are warranted.