의복관여도에 따른 인터넷 쇼핑몰의 의복품질과 서비스품질 지각에 관한 연구

A Study on the Clothing Quality and Service Quality of Internet Shopping Mall According to Clothing Involvement

The purpose of this study was to clarify differences in their perceptions in relation to clothing quality and service quality of internet shopping mall according to classified consumer groups by clothing involvement. The 248 questionnaires were collected from female and male students of university who experienced browsing at the website for clothing shopping. Using SPSS Win package, Cronbach's $\alpha$, frequency. percentage, factor analysis, cluster analysis, ANOVA, SNK multiple range test and multiple regression analysis were performed. The results could be summarized as follows. First. the dimension of clothing involvement divided consumers into three different groups: fashion/importance group, pleasure group and symbol group. Second, the significant differences among the classified clothing involvement groups were found in the perceptions in relation to clothing product quality and service quality of internet shopping mall. Third. pleasure and symbol of clothing involvement, physical attributes and expressive goals of clothing quality, and product assortment and promotion of service quality in the internet shopping mall had an effect on the purchase intend of internet shopping mall.