DOI QR코드

DOI QR Code

인터넷 쇼핑몰에서의 소비자의 공정성 지각이 불평처리 후 재구매의도와 부정적 구전의도에 미치는 영향 -패션관여도 조절효과를 중심으로-

The Effect of Perceived Justice on Postcomplaint Behavior in the Internet Open Market -Focused on the Moderating Effect of Fashion Involvement-

  • 이진화 (부산대학교 생활환경대학 의류학과) ;
  • 임정은 (부산대학교 생활환경대학 의류학과)
  • Lee, Jin-Hwa (Dept. of Clothing & Textiles Design, Pusan National University) ;
  • Im, Jung-Eun (Dept. of Clothing & Textiles Design, Pusan National University)
  • 발행 : 2008.09.30

초록

The purposes of this study were (1) to identify the effects of perceived justice on trust, commitment, repurchasing, and negative word-of-mouth intention in the Open Market by recovering the customer's dissatisfaction, and (2) to compare the effects of perceived justice between two consumer groups divided by the level of fashion involvement(High/Low). In this survey, the respondents were 369 consumers who experienced dissatisfaction in the Open Market in a year. The data were analyzed by confirmatory factor analysis, path analysis, and multiple group analysis using Amos 7.0 program. The results were as follows. It tested main effect of perceived justice on trust and commitment with dissatisfaction handling. 1) As expected, all of the perceived justice had the positive effects on trust. 2) However, only interactional justice positively influenced on commitment. 3) The customers' trust had the positive effect on the customers' commitment after the perception of justice. 4) The trust and commitment had the positive effects on repurchasing intention. 5) However, trust negatively influenced on negative word-of-mouth intention and commitment positively influenced on negative word-of-mouth intention. 6) The consumer groups classified by the level of fashion involvement showed significantly different effects of perceived justice on postcomplaint behavior.

키워드

참고문헌

  1. 김종욱, 박상철. (2005). 온라인 소비자 구매결정과정에서의 제품관여도 효과에 관한 연구. 경영정보학연구, 15(3), 133−161
  2. 류안동. (2003). 불만처리 서비스가 고객충성에 미치는 영향에 관한 연구-인터넷 쇼핑몰 이용자를 중심으로-. 경희대학교 대학원 석사학위 논문
  3. 박경도, 박진용, 서지연. (2006). 인터넷 쇼핑몰 고객의 신뢰 및 결속에 미치는 고객불만의 부정적 영향: 불평처리 공정성 지각의 조절효과. 유통연구, 11(2), 57−76
  4. 배병렬, 이민우. (2001). 서비스 제공자의 고객지향성이 관계질 및 재구매의도에 미치는 영향. 한국마케팅저널, 3(2), 21−40
  5. 서상혁. (1988). 불만족한 소비자의 부정정보 전달행위에 관한 연구. 서울대학교 대학원 박사학위 논문
  6. 서은희. (1995). 소비자의 의복쇼핑성향: 의복관여, 지속적 정보탐색 및 의복구매행동과의 관련을 중심으로. 충남대학교 대학원 석사학위 논문
  7. 이영선. (2000). 의복중요성 지각과 의복관여: 가치, 유행의사 선도력 및 쇼핑행동과 관련지어. 한국의류학회지, 24(4), 549−559
  8. 이유재. (1997). 고객만족형성과정의 제품과 서비스간 차이에 대한 연구. 소비자학연구, 8(1), 101−118
  9. 이학식, 임지훈. (2003). CRM이 고객의 행동의도에 미치는 영향-고객의 지각된 관계적 편익과 관계몰입의 매개적 역할-. 경영학연구, 32(5), 1317−1347
  10. 임경복. (2001). 지각된 위험과 의복관여도가 정보탐색활동에 미치는 영향. 한국의류학회지, 25(2), 206−216
  11. 장형유, 정기한, 정대율. (2005). 인터넷 쇼핑몰에서 고객신뢰 형성 후 구매의도 결정요인에 관한 연구. 경영정보학연구, 15(2), 23−49
  12. 정윤선. (2007, 4). 2006년도 전자상거래 소비자상담 및 피해동향 분석. 한국소비자보호원. 자료검색일 2007, 12. 7, 자료출처 http://www.kca.go.kr/
  13. 홍주빈. (1997). 서비스 품질과 고객만족이 재구매의사와 구전의도에 미치는 영향에 관한 실증적 연구. 동국대학교 대학원 박사학위 논문
  14. Blodgett, J. G., Granbois, D. H., & Walters, R. G. (1993). The effects of perceived justice on complainants' negative worldof-mouth behavior and repatronage intentions. Journal of Retailing, 69(4), 399−428 https://doi.org/10.1016/0022-4359(93)90015-B
  15. Blodgett, J. G., Hill, D. J., & Tax, S. S. (1997). The effects of distributive, procedural, and interactional justice on postcomplaint behavior. Journal of Retailing, 73(2), 185−210 https://doi.org/10.1016/S0022-4359(97)90003-8
  16. Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgements. Journal of Business Research, 32(3), 213−223 https://doi.org/10.1016/0148-2963(94)00047-I
  17. Doney, P. M. & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(April), 35−51 https://doi.org/10.2307/1251829
  18. Garbarino, E. & Johnson, M. S. (1999). The different roles of satisfaction, trust and commitment in customer relationships. Journal of Marketing, 63(2), 70−87 https://doi.org/10.2307/1251946
  19. Gilly, M. C. (1987). Postcomplaint processes: From organizational response to repurchase behavior. Journal of Consumer Affairs, 21(2), 293−313 https://doi.org/10.1111/j.1745-6606.1987.tb00204.x
  20. Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. (1998). Multivariate data analysis (5th ed.). Upper Saddle River, NJ: Prentice-Hall
  21. Hart, C. W. L., Heskett, J. L., & Sasser, W. E. Jr. (1990). The profitable art of service recovery. Harvard Business Review, 68(July/August), 148−156
  22. Keaveney, S. M. (1995). Customer switching behavior in service industry: An exploratory study. Journal of Marketing, 59(2), 71−82 https://doi.org/10.2307/1252074
  23. Kelley, S. W., Hoffman, K. D., & Davis, M. A. (1993). A typology of retail failure and recoveries. Journal of Retailing, 69(4), 429−452 https://doi.org/10.1016/0022-4359(93)90016-C
  24. Maxham, J. G. & Netemeyer, R. G. (2002). Modeling customer perceptions of complaint handling over time-The effects of perceived justice on satisfaction and intent-. Journal of Retailing, 78(4), 239−252 https://doi.org/10.1016/S0022-4359(02)00100-8
  25. Morgan, R. M. & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(July), 20−38
  26. Novak, T. P., Hoffman, D. L., & Yung, Y. F. (2000). Measuring the customer experience in online environments: A structual modeling approach. Marketing Science, 19(1), 22−42 https://doi.org/10.1287/mksc.19.1.22.15184
  27. Speckman, R. E. (1988). Strategic supplier selection: Understanding long-term buyer relationships. Business Horizons, 31(July/August), 75−81 https://doi.org/10.1016/0007-6813(88)90072-9
  28. Strauss, B. (1997). Global word of mouth: Service bashing on the internet is a thorny issue. Marketing Mangement, 6(Fall), 28−30
  29. Tax, S. S., Brown, S. W., & Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: Implications for relationship marketing. Journal of Marketing, 62(April), 60−76 https://doi.org/10.2307/1252288

피인용 문헌

  1. Development of Fashion Retailing Store Type Attractiveness (FaRSTA) -Indirect Estimates Approach with Multiple Scale Items- vol.37, pp.1, 2013, https://doi.org/10.5850/JKSCT.2013.37.1.76
  2. Study on the Preferred Store Type and Store Choice Properties of Clothing Shopping Consumers Based on the AHP Method vol.36, pp.2, 2012, https://doi.org/10.5850/JKSCT.2012.36.2.138
  3. The Analysis of Previous Domestic Online Fashion Store Studies vol.14, pp.5, 2012, https://doi.org/10.5805/KSCI.2012.14.5.778
  4. The Effect of Consumer's Prosumer Propensity on the WOM Effect of Fashion Website vol.14, pp.1, 2012, https://doi.org/10.5805/KSCI.2012.14.1.075
  5. A Study on the Determinants of Attitude toward and Intention to Use Mobile Shopping through Fashion Apps -Comparisons of Gender and Age Group Differences- vol.37, pp.7, 2013, https://doi.org/10.5850/JKSCT.2013.37.7.1000
  6. A Study on the Buying Behavior of Fashion Products in the Group Buying Type of Social Commerce - Focused on Shopping Value, Attitude, Purchase Intention, and Clothing Involvement - vol.62, pp.8, 2012, https://doi.org/10.7233/jksc.2012.62.8.134