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인터넷 쇼핑 중독구매에 관한 연구모형: 인터넷 중독의 매개효과를 중심으로
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  • 인터넷 쇼핑 중독구매에 관한 연구모형: 인터넷 중독의 매개효과를 중심으로
저자명
이승희,정진원,Lee. Seung-Hee,Jung. Jin Won
간행물명
한국의류학회지
권/호정보
2005년|29권 1호|pp.167-176 (10 pages)
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한국의류학회
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정기간행물|
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이 논문은 한국과학기술정보연구원과 논문 연계를 통해 무료로 제공되는 원문입니다.
서지반출

기타언어초록

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.