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

The Korean Society of Clothing and Textiles (한국의류학회)
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Effects of Consumers' Technology Readiness on Telepresence and E-loyalty toward 3D Online Shopping Mall

  • Yang, Hee-Soon (i-Fashion Technology Center, Konkuk University) ;
  • Jung, Hye-Jung (Dept. of Clothing & Textiles, Seoul National University) ;
  • Youn, Cho-Rong (Dept. of Clothing & Textiles, Seoul National University) ;
  • Choi, Yun-Jung (Research Institute of Human Ecology, Seoul National University) ;
  • Lee, Yu-Ri (Dept. of Clothing & Textiles, Seoul National University, Research Institute of Human Ecology, Seoul National University)
  • Received : 2011.03.31
  • Accepted : 2011.06.21
  • Published : 2011.06.30
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Abstract

Consumer responses to 3D online shopping malls are influenced by their attitudes toward technology. This study examines the consumer differentiation according to technology readiness, compares customers with different technology readiness in terms of their perceived telepresence and e-loyalty, and examines the effect of their perceived telepresence on their e-loyalty. Samples from 300 females aged 21 to 39 were used for the final analysis. The results are as follows. First, consumers were classified into three groups, Explorers (N=72), Pioneers (N=105), and Skeptics (N=123), through factor analysis and k-means cluster analysis. Second, the Explorers evaluated the telepresence of the 3D online shopping mall higher than any other group. The Skeptics presented lower e-loyalty and perceived less telepresence in the 3D online shopping mall than the other two groups. Finally, telepresence had a significant influence on e-loyalty, as identified by the regression analysis. This verifies the effectiveness of 3D technology adopted or to be adopted by online shopping malls and demonstrates that 3D shopping malls can be a strategic alternative in the online shopping sector where competition is fierce. The results show that online shopping malls should focus on establishing 3D shopping environments with further effort to utilize the technology.

Keywords

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