패션브랜드 웹사이트 이용특성과 속성 중요도에 관한 연구
Users' characteristics and importance of attributes in fashion brand websites
의복제조 패션브랜드 웹사이트 fashion brand websites;
- 원문 URL
The purpose of this study was to find out the users' characteristics and importance of attributes in fashion brand websites. This study was conducted 1) to survey the present state of managing in fashion brand websites on webmasters, 2) to analyze the utilization of fashion brand websites according to 6C(Commerce, Customizing, Contents, Community, Connection, Communication), and 3) to survey user characteristics and importance of attributes in the fashion brand websites on consumers. To survey the present state of management in fashion brand websites on webmasters, a questionnaire was developed to investigate establishment, renewal, e-CRM, server operation, troubles to website operation and demographic characteristics of webmasters. The utilization of fashion brand websites was analyzed according to 6C categories. Based on the literature survey, six categories of Website evaluation criteria were defined as 6C: commerce, customizing, contents, community, connection, communication. Using this criteria, websites in 105 fashion brands were evaluated to analyze the utilization by content analysis method. The survey of users' characteristics and importance of attributes in fashion brand websites was conducted on consumers. A self-administrated questionnaire was administered to two groups, fashion specialists and general consumers. On-line and off-line survey were conducted simultaneously. A total of 1026 usable questionnaires were submitted for data analysis using descriptive analysis, factor analysis, Cronbach's α, t-test, ANOVA, Scheffe′ test, χ^(2)-test, correlation, regression analysis with utilizing SPSS 10.0 package. The respondents were connected with fashion brand websites via the portal sites. The main purpose of using websites was a search information for new products. The satisfaction of fashion brand websites significantly affected on revisiting intention. Analyzing the importance of attributes in fashion brand websites, website attributes were categorized as 6C. The purpose of searching fashion brand websites were categorized into information oriented type and service oriented type. Information oriented type evaluated more importantly contents attribute. Service oriented type evaluated more importantly community and communication attributes. There were significant differences in the users' characteristics and importance of attributes in fashion brand websites between fashion specialists and general consumers. The fashion specialists evaluated more important attributes of commerce, contents, connection, communication than general consumers. And the general consumers group evaluated more important attribute of community than fashion specialists group. And each group differences were found in demographic variables such as gender, age, marital status, education, income, employment status, expenses for fashion a month and residence.