한국의상디자인학회지 (Journal of the Korea Fashion and Costume Design Association)
- 제14권4호
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- Pages.191-204
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- 2012
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- 1229-7240(pISSN)
인터넷 브랜드와의 관계정도에 따라 상호작용성이 소비자-인터넷 브랜드 관계, 재구매 의도에 미치는 영향
The Effects of Interactivity on Consumer-Internet Brand Relationship and Repurchase Intention According to Relationship Tendency with Internet Brand
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채진미
(한성대학교 의류패션산업 전공)
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Chae, Jin-Mie
(Dept. of Apparel & Fashion Business, Hansung University)
- 투고 : 2012.10.17
- 심사 : 2012.11.27
- 발행 : 2012.12.31
초록
The purpose of this study is to investigate the effect of interactivity on consumer-internet brand relationship and consumer's repurchase intention according to relationship tendency with internet brand. The survey was limited to the respondents over 20 years old living in Seoul and other metropolitan areas who had purchased fashion products in internet shopping mall. Questionnaire was collected from February 1, 2012 to February 12, 2012 and 562 useful data were analyzed using Amos 19. The results of this study were as follows: First, after respondents were divided into the strong relationship group and the weak relationship group, the path model was verified according to each group. All the paths except 'affective commitment
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