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Typology of mobile marketing and fashion application usage motives

신현주 ( Hyunju Shin ) , 이규혜 ( Kyu-hye Lee )

- 발행기관 : 복식문화학회

- 발행년도 : 2016

- 간행물 : 복식문화연구, 24권 4호

- 페이지 : pp.483-497 ( 총 15 페이지 )


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구매 전에 간행물명, 페이지 수 확인 부탁 드립니다.

5,500
논문제목
초록(외국어)
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 informationconscious, 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.

논문정보
  • - 주제 : 자연과학분야 > 가정
  • - 발행기관 : 복식문화학회
  • - 간행물 : 복식문화연구, 24권 4호
  • - 발행년도 : 2016
  • - 페이지 : pp.483-497 ( 총 15 페이지 )
  • - UCI(KEPA) : I410-ECN-0102-2017-590-000549806
저널정보
  • - 주제 : 자연과학분야 > 가정
  • - 성격 : 학술지
  • - 간기 : 격월
  • - 국내 등재 : KCI 등재
  • - 해외 등재 : -
  • - ISSN : 1226-0401
  • - 수록범위 : 1993–2021
  • - 수록 논문수 : 1892