복식문화연구 (The Research Journal of the Costume Culture)

  • 제18권4호
  • /
  • Pages.655-669
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  • 2010
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  • 1226-0401(pISSN)
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  • 2383-6334(eISSN)
복식문화학회 (The Costume Culture Association)
권호 표지

인터넷 쇼핑몰 속성 지각과 후회가 불평 행동과 재구매 의도에 미치는 영향

The Effects of Internet Shopping Mall Attributes and Regret on the Complaining Behavior and Repurchase Intentions

  • 강지현 (성균관대학교 의상학과) ;
  • 정명선 (전남대학교 의류학과 / 생활과학연구소)
  • Kang, Ji-Hyun (Dept. of Fashion Design, Sungkyunkwan University) ;
  • Chung, Myung-Sun (Dept. of Clothing and Textiles, Chonnam National University / Human Ecology Research Institute, Chonnam National University)
  • 투고 : 2010.04.01
  • 심사 : 2010.08.04
  • 발행 : 2010.08.31
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초록

This study focused on examining methods for the favorable relationship between internet shopping mall and customers from a point of view that it was necessary for internet fashion market getting faced with keen competition to change its marketing focus from securing new customers to customer retention strategies. Measurement instruments were selected to measure these variables and a questionnaire was made. Data was collected in 491 men and women in their twenties residing in Gwangju city using the questionnaire. The analysis results were summarized as follows: First, in the failure to purchase fashion products in internet shopping mall, as consumer's favorable internet shopping attributes, their possibility of complaining and repurchase intentions became higher, and had negative effect on regret and dissatisfaction. Second, attributions of the result of a failure to purchase fashion products in internet shopping mall were found to increase regret and dissatisfaction. Third, customers experiencing regret and dissatisfaction showed a very high possibility of complaining but their possibility of repurchase intentions had negative affect.

키워드

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