Effect of Apparel Merchandise on Experienced Emotion for Apparel Shopping and Attitude toward the Internet Store

인터넷 점포의 의류상품환경에 대한 인식이 쇼핑감정과 점포태도에 미치는 영향

  • Hong Heesook (Dept. of Clothing and Textiles, Cheju National University) ;
  • Lee Soo Gyoung (Dept. of Clothing and Textiles, Yonsei University)
  • Published : 2005.03.01

Abstract

The purpose of this study identifies effect of apparel merchandise characteristics on experienced emotion for apparel shopping and effect of consumer's emotion on attitude toward the internet shop. The data were collected from a sample of 271 internet shopper of university students(male: 82, femaie: 189). They visited the on-line shop for apparel shopping and after searching a casual clothing which they wanted to buy, requested to answer the questionnaire. The covariance structural model and research hypothesis analyzed by using AMOS 4.0 program. The results are as follows: First, the structural model is accepted($X^2$=128.30/d.f.=119/p=0.26, GFI=0.95 ; AGFI=0.93; RMR:0.05: NFI=0.94; PNFI=0.73). Second, apparel merchandise characteristics(price, information, assortment) of the internet shop lead a consumer's positive emotions for apparel shopping. Limited assortment variety of product induce negative emotions. Third, positive and negative emotions that consumer experienced for apparel shopping influence attitude toward the internet shop.

Keywords

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