Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effect of Perceived Website Quality of Fashion Shopping on Customer Satisfaction and Repurchase Intentions for Korean and Chinese College Students

한.중 대학생들의 의류쇼핑 웹사이트 품질지각에 따른 고객만족과 재구매의도

  • Park, Hye-Sun (Dept. of Clothing & Textiles, Pai Chai University) ;
  • Lee, Yeon (Dept. of Clothing & Textiles, Pai Chai University) ;
  • Kim, Hyun-Sook (Dept. of Clothing & Textiles, Pai Chai University)
  • 박혜선 (배재대학교 의류패션학과) ;
  • 이연 (배재대학교 의류패션학과) ;
  • 김현숙 (배재대학교 의류패션학과)
  • Published : 2010.02.28
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Abstract

This study investigates the dimensionality of perceived web site quality for fashion e-retailers to compare the differences in perceived web site quality between Korean and Chinese college students in the identification of the decisive web site quality dimensions for customer satisfaction and repurchase intentions. Data were collected from 300 Korean and 300 Chinese online apparel shoppers. The survey was statistically analyzed by factor analysis, T-test, and regression analysis. The perceived service quality dimensions were identified as product quality, economic efficiency, information quality, site design, and trust. The Chinese college students had significantly higher evaluations than Korean college students on information quality and trust. For Korean college students, product quality, economic efficiency, and trust were the most decisive predictors of customer satisfaction and they have indirect effects on repurchase intentions. For Chinese college students, product quality and information quality were identified as the most decisive predictors of customer satisfaction and they have indirect effects on repurchase intentions. Strategic directions for e-commerce business targeting Korean or Chinese college students are suggested in the conclusion.

Keywords

References

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