연세대학교 · Business, Management and Accounting
Eunju Ko 교수의 연구실은 소비자 행동과 디지털 마케팅 분야에 초점을 맞추고 있으며, 모바일 쇼핑, 지속가능한 패션 소비, SNS 기반 소비자 관계 및 참여 마케팅 등 현대 소비자 문화의 핵심 이슈를 탐구합니다. 특히 소비자의 인지적 요소(만족도, 지속 가능성 지식, 평판 인식 등)와 행동적 결과(구매 의도, 온라인 추천 행동 등) 간의 인과관계를 구조방정식모델링을 통해 분석합니다. 연구는 한국을 중심으로 한 동아시아권 소비자 비교 분석을 통해 글로벌 패러다임과 문화적 차이를 고려한 마케팅 전략을 제안합니다.
표시된 성과는 수집된 데이터 기준으로 산출되며, 일부 차이가 있을 수 있습니다.
Abstract This study explores the potential of a consumer technology adoption model in examining structural relationships among mobile commerce characteristics, perceived value, and intention to adopt mobile shopping for fashion products. Through an online survey method, the 511 valid questionnaires obtained from Korean users of a mobile Internet service identified perceived m‐commerce characteristics consisting of four factors: usefulness, enjoyment, ease of use, and instant connectivity. The fi
Companies in the fashion industry recognize sustainability as a major issue and are placing intensive efforts to incorporate it into their marketing strategies. Yet they face a stumbling block as most fashion consumers still have limited knowledge or clarification about sustainability. In addition, there is a lack of in-depth research regarding sustainable knowledge in the fashion industry, especially considering its importance in this field. Therefore, this study, analyzes sustainable knowledge
In this study, the authors investigate factors that influence para-social relationships between social network service (SNS) users and celebrities and the effects on users' purchase intentions. The study shows that SNS use and para-social relationships with celebrities are positively related. User/celebrity para-social relationships and celebrity reputation also show positive relationships with purchase intentions. Gender differences affect relationships between celebrity reputation, para-social
Purpose – To discover whether there are market segments for the fashion industry that cut across countries and respond differently to advertising messages.
