모바일 마케팅의 유형화와 패션 어플리케이션 이용 동기
- Title
- 모바일 마케팅의 유형화와 패션 어플리케이션 이용 동기
- Other Titles
- Typology of mobile marketing and fashion application usage motives
- Author
- 이규혜
- Keywords
- 모바일 마케팅; 어플리케이션 이용 동기; 브랜드 태도; mobile marketing; application usage motive; brand attitude
- Issue Date
- 2016-08
- Publisher
- 복식문화학회
- Citation
- 복식문화연구, v. 24, NO 4, Page. 483-497
- Abstract
- The importance of marketing on mobile platforms as well as mobile commerce is increasing dramatically in fashion industry. The purpose of this study was to categorize mobile fashion marketing strategies and to examine application usage motivations that influence brand attitude, purchase decisions, and post-purchase evaluation. Qualitative research methods, in particular focus-groups and in-depth interviews, were conducted to examine the typology of mobile marketing and fashion application usage motivations. Then, a modified survey was used to quantitatively examine what content consumers expect from fashion applications. Results of the qualitative study indicated that consumers perceive sensory (visual, tactile, auditory), relationship, information and practical marketing strategies through motives. Survey result from 229 consumers revealed four fashion application usage motives: sensory, relationship, information and practical. Based on these motives consumers were segmented into three groups: the experience/relationship-conscious, the product information- conscious, and the lifestyle information-conscious. The product information-conscious group showed higher level of monthly income and clothing expenses but lower level of mobile device usages. Lifestyle information-conscious group and experience/ relationship-conscious group had higher level of attitude, and post-purchase evaluation. It was experience-relationship conscious consumers who spent more time in mobile use. This study shows a better understanding of mobile marketing environment of fashion applications.
- URI
- http://kiss.kstudy.com/thesis/thesis-view.asp?key=3470196https://repository.hanyang.ac.kr/handle/20.500.11754/75057
- ISSN
- 1226-0401; 2283-6334
- DOI
- 10.7741/rjcc.2016.24.4.483
- Appears in Collections:
- COLLEGE OF HUMAN ECOLOGY[S](생활과학대학) > CLOTHING & TEXTILES(의류학과) > Articles
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