Analysis of Web-Site Utilization on Fashion Brands

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(1)~~Öë²æ *7² *1^, 2005 _\¢^a. J. Kor. Soc. Cloth. Ind. Vol. 7, No. 1, pp.4-12(2005). N~ Â~ ÒÞ RÏ ªC. ²*Á·?. ã§&L ~~ Analysis of Web-Site Utilization on Fashion Brands Hyun-Ju Kwon and Yang-Suk Ku Dept. of Clothing & Textiles, Kyungpook National University, Daegu, Korea. 7KH SXUSRVH RI WKLV VWXG\ ZDV WR DQDO\]H WKH XWLOL]DWLRQ RI )DVKLRQ %UDQGV :HEVLWH 7KLV DQDO\VLV ZDV GRQH. E\ & &RQFHSW &RQWHQWV &RPPXQLW\ &RPPHUFH &RQQHFWLRQ &XVWRPL]LQJ &RPPXQLFDWLRQ

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(5). 1.. * V. 22*&b¾ 2002jöº 12*ö R¢ 10*² ê«j .ö v ® . ?f V] ÏÎ {Öº^R , &Vëf b 7 ²VëöBê ôf .Öj R¶~ V]j Òë'b Ï ~V * NööB ÒÞ¢ »ÁÚ'~ ® . ¾ &¦ª~ Vë f ôf jÏj » ¹f Êj Ï ª® Ï~æ á~ ®º ; . ÒÞ »f V] j Ï 7, s ~ î&+ ÿ 5 ç¾ ÿj * Vºö ®" ö, 7º ©f Úá² ¢ ã'ö Î "'b Ï~ ®º& . J¾Æ Vë~ ÒÞ BB, Ú' 5 Fæ*Û~ "º. Nºf e-j®îÊ *Û~ ¦Òö V~(fê> , 2002), e-j®îÊf &NB W' ÒÞº C~ îrj r Öò~, ~ > ® º ¶²j B~ «'b C~ òj Fê â > ®º ÒÞ (LiuÁArnett, 2000). ß®, N~ÖëöBº ²j¶~ º& z× ·z, B Wz, /z>B, ²j¶ º¢ ;{® .G, ªC ~ N~ç®j V³, BB, FÛÊº K jº~, ; VF~ ÎN' Ú V]j Û~ N~Öë~ ¦& &~ cÂ" æ ÷£Wj ¸¢ . N~Vë f ÒÞ »öB z ¾j&, V] *j î &+ ~ã~ 7º *Ûb ~ æ³' R¶, BB 5 &Ò¢ ¾&¢ . N~2Â~ ÒÞ &N º n¾æ 7*Û(;. J¾Æ ;Û8F B~ 'ËbR V]f 8ë~ % º î+ >bR Ï> ® . ;Û¦f ]V ];>V& BR ‘2003 ~>8 ;z Ò’ö 8, ]Ú V] Ï¶>º 2003j 12ú *Ò 2,922ò«(ò6^ ç, ú1² ç V]Ï¶)j >ÚB ®b, *Ú ~ 65.5%¢ Næ~º jN . "º ßûj ÚÚ, 10& ~f 20&~ V] Ï ê³ Ã&~ 94% >&j >îb, 30&~ Ïf 80.7% R *j&j 11.3% Ã&~&, 40&~ ãÖ, 51.6%~ Ï ö *j&j 12.3% Ã&¢ &b, 50& ç~ ãÖöê Þ&® Ã&~ ® . WêRº ÎW 71.7%, W 59.2% ~ Ïj ¾æîb, çëêRº ÒZç(92%), (97%) ¸² ¾æÒ, "¦(50.3%)~ ãÖ, *j&j Ã& & Ë ©(13.1%)bR ¾æÒ . V] ÏÏ'f ;³ &Ë ô~b, ãBÿ("w, .£, V] kß), Êî& ~(j+, z&, ÿ^²), úVrbÞ(²ª, J£), vG b R ¾æÒ . $ ‘2003 &;z WB’ö V, ÖÒ¾¢~ &; zæ> B*º ^ê;zFê 50B 7 æÂ 1998jf Corresponding author; Hyun-Ju Kwon Tel. +82-53-950-6220, Fax. +82-53-950-6219 E-mail: [email protected]. 4.

(6) N~ Â~ ÒÞ RÏ ªC. ÒÁFÒ, 2002), ²j¶~ Ï 5 Ï 2k(>Á f>, 2001: f?Á¾, 2002), V] N~ "wÖ~ Wz Onö & (ËÿâÁfJ, 2000) 5 ~~&N; ¢ B~º ÒÞ ï&ºö & (;^BÁ~ j, 2002) ® . " V] "wÖ, 7 5 ; ¦ª' & ê¯>Ú zb, N~2Â NööB~ ÒÞö & *2k 5 ³W ï&*Ûö & º j ; . $ &¦ª~ F¯öB ÒÏB vF, ^ Ê ¦ª' ï&ÚÏj *Ú'b Û~ ÒÞ¢ ï& jº& ® . ~ Ï'f N~2Â~ ÒÞ Ï ¢ 2k ~, V] î&+~ ÎN' ³W*Û 6C(contents, commerce, community, customizing, connection, communic-. V]î&+², 2002)~ Bvb Û~, N ~2Â~ ÒÞ¢ ªCb, N~Vë 5 2Â~ ÒÞ *Ûö & FÏ ¶ò¢ B~¶ ~& .. ation:. 2.. V 8ã. Table 1.. 5. ÒÞ ï&V~ ï&V& ï&V ï&V&. Z](www.hunet.co.kr). customer, commerce, contents, community, communication, design, safety & technology, management team & financial status and others funtionality, design, contents, originality, professionalism & effectiveness. úÆÊÞÒÞ Úò (www.worldbestwebsites.com) ]ÒÞï&BBö 3c-d-t contents, community(user to website, (www.kwi.or.kr). user to website administrator, user to user) commerce(marketing, goods, transaction) design(formal & structural, artistic), technology(security, performance, stability). N~N ÒÞ ï º ÒÞ ï&º 8ës, &7Öë, ;¦8,

(7) ^ÒÞ, "MÖ ·R ª¢ö* ê>Úæ ®º, ÒÞ ï & *^8& Z], úÆÊÞÒÞ Úò, RÒÞ ï&BBö~ ï&Nö ÚÏf Table 1" ? . 98^(2000)f ;B ÒÞ ï&Î; BB ö* 2.1.. ö V ÒÞ ï&ö F¯\ ª~ \¶ ï&ÚÏ >, f>(2001)* ;~ ãBÁÞÒW, J£ÁW, Á ·W, *^ÁW, ÖÁ;{W CÒ, B®;;{W, ÞÒW, Ú'O, B® ·W, ëê«W/ÞÒW 5 ÒêÒ, B®\ï, B®\W, F f?, f²'(2001)* ÏW, ²öBÚ'O ÚÏ~ ;{W, z:¶, ÒÏÏW, ~Ò²Û 5 n;W, · BjÊ f?, ¾(2002)* ;~ ÚÏ, z:¶, 6W' ¶æ, ÒÏ~ ÏW, 7"W, ; Ïº* ;^B, ~j(2002)*. Ï;, *^;, J£, F¯;, ç^·ÏW/ 5 7ºW, ;, ¦;'/ ;Ò, FÒ(2002)* s÷?, fê, æ(2003)* ÊN(:¶, ç^·ÏW, ÞÒW), v. 5 î&+ N(sî&+, ç^v., «òê). Table 2. 6C. Massoto(1995). corporate-wide, marketing&sales, customer support, corporate procurement, public relation & corporate communication, internal communication Sterne(1996) , , , , / , Vassos(1996) , , ( ), / , Ho(1997) ( , , ), ( , , , ) Liu(1997) et al. , , , , , , / , , , , , FAQ, Smith(1997) graphic & multi media design, currency, contents, authority, browsability & organization, uniqueness, workability, connectivity (1999) , , , , / , , (1999) ( , , , , ), ( , , ), (FAQ, Q&A, Feedback, , ), ( , ) Misic&Johnson(1999) / ( , , , ), / ( , , , ), ( , , , ) , , (2000) -user interface, information, customer service( , , , , , , , ) , (2000) , , , , , Liu&Arnett(2000) functionality, system quality, system usage, information quality, customer attraction , , (2001) , , , , , , , , , , (2002) ( , , , ), ( , , , ), ( , , , ) *. CBjÊ CæËW ç^·ÏW bW n ÖB ÒÞs CBjÊ CæËW bW J^Ò n ÖB s VëÏ' B® BjÊ/ê ¶òf ;~ B ¾"; Ï¶ö² B~º &~ V~ '.W O^¶~ F^ Ï¶~ ÞÒ 6'' &~ VëB& B® 5 BjÊ ¦ï ç^·ÏbW ÏV² CBjÊ Ê :/ÆÒ ÒZ ÒÞç N ¢j®îÊ ²ÊÞ§ Vë&z^æ. ç F'. ^Î fÎ" fæW s¢F ;¦* W' ;>; Ë^× ;« J; N~&N. CBjÊ CæËW ç^·ÏW bW n ÖB s ÒÞ &N® Vës 5 B®6/ VëBº B®BjÊ; R¶¶; jÏ; Ê N¢¾ N¢ N¢ÖÒ N¢ç CæöBjÊ ²6 ç CÏÞ~ ¦ï ÒÞ VË Jj²~ ÞÓÊ z¢ £¾ z¾æ¢ dº ³ê ~*¾æ O³ê vF Êæ¢ ÞÓÊ ÚV W ¾c~ Î"' ÒÏ¦ ;7³ ÞÓÊ ÒÞ &Ò¶ *z®^ z¢ç"² 7³ÏW vFßW ÒÞ~ *ÖW öïÞÒW ;Ï W ;~î ; * V>º²~ ZÖW &C ¦&BjÊ~ î &C V æöBjÊ~ î C* ÿÚ ;W FêW :¶ j®îÊVË Ö6 V¾Ê VF Êî vF n;W 7 ;· ''W bW ç âÏ ëÞ ;\²W ^* vF&N ;Ï W ·W ÖW W 5 ;B VË :¶ &W W ëcW Î"'Jê V¾Ê 5 VËW ²6 ~Òv~VË z¢çÒÊÞ çVË O³ê.

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(10) ¢ º ßû ® . 'jÁ~Ò(1999)º V~ vFf :Ú v F¢ jv~, f:Ú vFº CÚ' Ú¢ Ï~ ÒcÂÊº B>~ ÚÏb, :æ^ 3OË Êî& ~, $ *B£ ìr" ëÞ& £ jÏ &Z~ Û"; jBN'ªj ;® . , ;~ Êî(community) : Êî¦ FÒ &j &ê ÷ ß; ÒÞö æ³'b 7³~, ç^*~ ;v~ ¢ > ®ê ÿÚ¢ ;WÁFæ~º © . j+O, z ¢ç ÒÊÞ, Ê, PC Û ³ . ï~ Cj {~ Fæ/&Ò~V * O»bB, Vëö ~ ¢O' vF& jî¢ ²ö BBö ~ ¶B' ;W/^ ÷ bB 7ºW .> ;> ® . V Êîö j Òª Êî& &æº ßûf, Ñ, Á*' ê¢ > ® . ~, VÆÊ~ »'/¦ïW". Ê ÊVîB~(mass customization)j Ï . q, V F' V>j *B . ], «W ;~ j&W~ º²¢ &ê . Armstrong & Hegel(1996)f N¢ Êî¢ 4&æ ª ~~&º, ¾7 Êî, &Ò7 Êî, J£7 Êî, &ê7 Êî& © . $ Hanson (2000)f N¢ Êî~ ßûb V] Êî&~ Tool, Êî ²öj ;~º Rule, ²ö ö ~ 7ÿ' Öb, ²ö ~ >' ÒÏ ç J&æ¢ î . B> CÁ«^(2002)º ÒÞ~ ç&ï&¢ * 7"O»ö & öB, (Ò)ÒÞï&BBö" f'ê(2002)~ öB Þ'b Aj ê 3C-D-T Îj Û ÒÞ. 2.2. 6C. ÊîöB User to Website, User to Website Administrator, ª~~ J«~& . fF;Á>F(2001)f Òª ÊîB~ V] Ò Þ ¢ Û~, W ÒÞö & öï' 7"j ê Ö", Êî &Ò~ "Bº ÏÎf &;, &ê;W ~ Ï'bº , ^&, J£ &Ë ô *j Næ~ ®º ©b ¾æÒb, W ÒÞÚö v&æ º f ç^ ëã'b ·Ï~ ®rj C: . n7^ (2001)º Ú Êî ÒÞ~ *Ûö ®ÚB, N¢ Êîº ²ö { GöB ª« FÒ~² ·Ï~ ¾, ~ ; Ö³K Êî~ öêW¢º £6j Ú ®Vê ~, öêWf Êî ÒÞ~ >«öj B £~º º F > ®bæ, ²ö*~ ; Ö³Kj Fæ ~º Þ, öêW JB _f > ®º j®îÊ Î j »¢ j ;® . ;'Á;«(2001)f ÒÞ¢ Ï Cæ { Úêö & öB, C^BjÊ, &çÿÚ, ÆO BjÊ, B®, ÒÞ BFj &^J, §'b C " Vë"~ &ê& BFNj C: . ^Ê(commerce) : ^Ê *Ûf V]j Û Vë ÚÆ O»b >j cÂ > ®ºæö & >Îj ö~º ©b, V]j Û >¶ö~ F;f 7>«, vF~ Fòz, ç7' ç®6 , BZ *Î, 2î, J*¢ Ú' j > ® . V] ÒÞ¢ Û >¶ö~ F;j ^ªz~ ÒÞö 7~º 7"¦V~ >«, vF~ Fòz, *¶ç¾f V] "wÖ~ Wz ¢ Û ç7' ç®6 , ¶Ò~ ÒÞöB ç7 ç®j 6. ~æ p "wÒÞf BZ&ê¢ Ú ç®6 ö &. ~j º~º BZ *Î ;, ÒÞ¢ Ú'~º Òë¶& æVë~ ~Ö¢ Û ¶Ò²ö~ ^¢ Fêb ¦&' >j cÂ~º 2î;, $ N¢öB~ > º¢ * J*¢ê ~¾~ ¶öb > ® ( V]î&+², 2002). ËÿâÁfJ(2000)f V] N~ "wÖ~ Wz Onö & ¢ Û, N~ç® ö ®ÚB ç®F~ æ> ·Ï~º º² Ò®, ïç, sÊ*Ú~ ;{W" B' æê ÖWj ¸V *Bº Î 3DVF~ BB jº~, Ò®~ &zf öV jkb &ç b+ *Î" *¶O ~ BjÊ¢ B~¢ ~& . fêÖ(2000)º &¦ª~ Vë ÒÞ¢ » r V OËj ç¾ º ¶ÚVë~ sãö vº ãË ®b ¾, B® ç®sò ~º ÒÞº ~V * O^ Cj Ê ÒO^~ jºWj ¶¢æ á~² òº ;® . ö. K~B (connection) : K~*Ûf ÒÞ Ú~ vFf vF, C" Cj Ö~º Þ Associates Program" ? User to User.

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(40) *Ú N~ç® j &çbR ê³\& jº~ . \¢ :ûbR V ë ²j¶ ''~ /öB 7"~ ÒÞ¢ Û *Û ' î+ Úî > ®º ï&Îj BB~º \& ê ³>Ú¢ © .. ^^ò ²*Á·? (2003) N~ëÚ~ DB;z ÊR Ï . &;²æ, 41(5), 109-118. f?Áf²' (2001) 8] N~"MÖö ²j¶~ òÁ ®ò 'Ëº. ]~~²æ, 25(7), 1353-1364. f'ê (2002) 3C-D-T j®îÊ ÒÞ ï& Î~ ÏWö & Ã' . 7&v &ö CÒ*¢^. fF;Á>F (2001) Òª ÊîB~ 8] ÒÞ -W ÒÞö & öï' 7". ]ÞV, 45(3), 5-40. fê>Á·"ÆÁª^òÁçòÁf&êÁW; (2002) F;ê Î"' ÒÞ » 5 Ï*Ûj * Ã . ]ã ;² ¾ê.²¢^÷, 446-455. fêÖ (2000) “Internet Business.com”. 'ê.com. f\?Á¾\ (2002) N~&N 8] ÒÞ~ Ï 5 ï&. ]²æ, 11(1), 69-78. ^ÎÁfÎ"ÁfæW (2000) ÒÞ v. ßW ÒÞ W"ö ~º 'Ëºö & -User Centric Internet Shopping Mall j 7b-. ]B:Ú²æ, 4(1), 60-73. ;^BÁ~j (2002) ~~&N;¢ B~º ÒÞ ï&º ö & . , 52(7), 71-85. ;'Á;« (2001) *¶ç¾& ÒÞ¢ Ï Cæ {Úêö & . Ûç;\, 3(2), 93-112. ;«ÁJ; (2002) ÒÞ ï&ÿË" æ~ ;6. Òª. Êî&~, 10, 191-224. ;R× (1996) æÆÊ î&+" ²j¶ *¢ª: ²j¶ * ¢ª ^ »ö & BÞ. ²j¶\, 7(1), 35-49.. B>CÁ«^ (2002) ÒÞ~ ç& ï&¢ * 7" O»ö & . ]ã;² ºê.² ¢^÷, 286-295. WV^ (2000) ;B ÒÞ ï&Î;BB" ¦Ã. J&v &ö CÒ*¢^. W'Á;>;ÁË^× (2001) J²f ÒÞ¢ ï& r Z íj 7º~º&. ]

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