- 인터넷 쇼핑 중독구매에 관한 연구모형: 인터넷 중독의 매개효과를 중심으로
- ㆍ 저자명
- 이승희,정진원,Lee. Seung-Hee,Jung. Jin Won
- ㆍ 간행물명
- 한국의류학회지
- ㆍ 권/호정보
- 2005년|29권 1호|pp.167-176 (10 pages)
- ㆍ 발행정보
- 한국의류학회
- ㆍ 파일정보
- 정기간행물| PDF텍스트
- ㆍ 주제분야
- 기타
The purpose of this study were to examine the relationship with respect to internet addiction and internet shopping addiction among internet fashion shoppers, and to find if internet addiction had mediating effects on internet shopping addictive buying. 550 females and males who had purchased fashion goods were used for the survey. For data analysis, descriptive statistics and Amos 5.0 were used. As the results, approximately $32.7\%;and;3.82\%$ of subjects were revealed as light internet addictive shoppers and heavy internet addictive shoppers. Also, $14.0\%$ of the internet shoppers in this study were found to have internet shopping addictive tendencies. Psychological factors such as self-esteem, impulsiveness, materialism, and compensatory buying were directly related to internet shopping addiction as well as to internet addiction. Internet-related factors such as flow, skill and usage time also were directly related to internet addiction, but not to internet shopping addictive buying. That is, internet addiction had a mediator effect between psychological factors and internet shopping addictive buying. Also, internet shopping variables such as buying frequency and shopping mall visit frequency were related to internet shopping addiction. Finally, internet addiction was directly related to internet shopping addiction. Based on these results, fashion marketing strategies and implications regarding internet shopping addiction were suggested.