모바일 마케팅의 유형화와 패션 어플리케이션 이용 동기
(주)코리아스칼라
- 최초 등록일
- 2016.11.02
- 최종 저작일
- 2016.08
- 15페이지/ 어도비 PDF
- 가격 4,800원
* 본 문서는 배포용으로 복사 및 편집이 불가합니다.
서지정보
ㆍ발행기관 : 복식문화학회
ㆍ수록지정보 : 복식문화연구 / 24권 / 4호
ㆍ저자명 : 신현주, 이규혜
목차
I. Introduction
Ⅱ. Background
1. Experiential marketing in mobile
2. Fashion application usage and brand attitude
Ⅲ. Method
1. Research questions
2. Data collection
3. Interview contents and measurement
4. Data analysis
Ⅳ. Result and Discussion
1. Typology of mobile marketing of fashion products
2. Fashion application usage motives and market segmentation
3. Differences in consumers attitude across segmented groups
Ⅴ. Conclusions
References
영어 초록
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.
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