한국의류산업학회지 (Fashion & Textile Research Journal)

  • 제15권5호
  • /
  • Pages.763-776
  • /
  • 2013
  • /
  • 1229-2060(pISSN)
  • /
  • 2287-5743(eISSN)
한국의류산업학회 (The Society of Fashion and Textile Industry)
권호 표지
DOI QR코드

DOI QR Code

인터넷 쇼핑몰 유형별 패션 소비자의 불확실성, 후회경험 및 부정적 행동의도에 관한 연구

The Uncertainty, Regret Experience, and Negative Behavior Intention of Fashion Consumers According to the Types of Internet Shopping Malls

  • 이은진 (중앙대학교 대학원 의류학과) ;
  • 정욱환 (중앙대학교 대학원 의류학과)
  • Lee, Eun-Jin (Dept. of Clothing & Textiles, Chung-Ang Graduate School) ;
  • Jung, Wook-Whan (Dept. of Clothing & Textiles, Chung-Ang Graduate School)
  • 투고 : 2013.08.08
  • 심사 : 2013.10.24
  • 발행 : 2013.10.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

This study investigated the uncertainty, regret experience, and negative behavior intention of fashion consumers according to the types of internet shopping malls. The data was obtained from internet fashion consumers, and 394 responses were used in the data analysis. The statistical analysis methods were frequency analysis, factor analysis, reliability analysis, t-test, ANOVA, and regression analysis. As results, the uncertainty of internet fashion consumers was composed of two factors; information uncertainty and preference uncertainty. The regret experience was composed of function or service regret, suitability regret, and product regret. Also, the negative behavior intention was composed of purchase switching intention and purchase deferral intention. The information uncertainty of fashion consumers positively affected the negative behavior intention in all types of internet shopping malls (e.g., open market, integrated shopping mall, and fashion specialized shopping mall). In open market, the preference uncertainty negatively affected the purchase switching intention; however, the preference uncertainty positively affected the purchase deferral intention. In open market and fashion specialized shopping mall, the product regret of internet fashion consumers positively affected the negative behavior intention. In addition, there were partially significant differences in the factors of uncertainty, regret experience, and negative behavior intention by gender and marital status of demographic characteristics. The results of this study will provide useful information to the marketing strategies considering fashion consumer's negative emotion and behaviors according to the types of internet shopping malls.

키워드

참고문헌

  1. Anderson, C. J. (2003). The psychology of doing nothing: Forms of decision avoidance result from reason and emotion. Psychological Bulletin, 129(1), 139-167. https://doi.org/10.1037/0033-2909.129.1.139
  2. Cho, C. H., Kang, J. W., & Cheon, H. J. (2006). Online shopping hesitation. Cyberpsychology & Behavior, 9(3), 261-274. https://doi.org/10.1089/cpb.2006.9.261
  3. Cho, N. H., & Park, S. K. (2012). A qualitative study on the postpurchase emotion of 'regret' of fashion product consumers. Korean Society of Fashion Design, 12(2), 1-19.
  4. Choi, H., & Kim, J. W. (2006). An empirical study of the effect of uncertainty avoidance on post-adoption behavior: Focusing on mobile internet services. Asia Pacific Journal of Information Systems, 16(3), 95-116.
  5. Choi, K. S. (2012). A study on impact perceived uncertainty into purchase intent. Unpublished doctoral dissertation, Hoseo University, Cheonan.
  6. Chu, W. J., & Hwang, H. J. (2008). How post-purchase & anticipated regrets shape a consumer's subsequent decision making-An approach on moderating role of decision making variables and the trait of transaction experiences in minimizing regret emotion. Journal of Consumer Studies, 19(2), 215-246.
  7. Chung, Y. J., & Jang, E. Y. (2012). The effects of the store attributes and relationship quality on the conversion intent of fashion store-Focused on internet shopping mall and local store-. Journal of fashion business, 16(4), 75-87. https://doi.org/10.12940/jfb.2012.16.4.075
  8. Das, T. K., & Teng, B. S. (2004). The risk-based view of trust. A conceptual framework. Journal of Business and Psychology, 19(1), 85-116. https://doi.org/10.1023/B:JOBU.0000040274.23551.1b
  9. Dhar, R., & Nowlis, S. M. (1999). The effect of time pressure on consumer choice deferral. Journal of Consumer Research, 25(4), 369-384. https://doi.org/10.1086/209545
  10. Ha, H. H. (2007). The influence of choice difficulty and anticipated regret on customer satisfaction and loyalty in internet shopping. Journal of the Korea Service Management Society, 8(3), 85-107. https://doi.org/10.15706/jksms.2007.8.3.004
  11. Ha, H. H., & Lee, Y. I. (2011). The effects on purchase deferral of choice difficulty and anticipated regret on assortment size of product. Journal of Commodity Science, 29(6), 1-10.
  12. Ha, H. H., & Lim, C. H. (2011). The effects of positive cognitive bias, perceived risk, and anticipated regret on purchase deferral intention. Korean Journal of Business Administration, 24(6), 3633-3653.
  13. Jang, Y. J., & Kim, W. G. (2011, July 1). The role of negative emotions in explaining restaurant customer dissatisfaction and behavioral intention. Hospitality & Tourism Management, 57. Retrieved July 25, 2013, from http://scholarworks.umass.edu/gradconf_hospitality/2011/Presentation/57/
  14. Jason M. C., & Ann, F. (2005). Consumer shopping value, satisfaction, and loyalty for retail apparel brands. Journal of Fashion Marketing and Management, 9(3), 256-269. https://doi.org/10.1108/13612020510610408
  15. Kang, J. H., & Chung, M. S. (2010). The effects of internet shopping mall attributes and regret on the complaining behavior and repurchase intentions. The Research Journal of the Costume Culture, 18(4), 655-669.
  16. Keaveney, S. M., & Parthasarathy, M. (2001). Customer switching behavior in online services: An exploratory study of the role of selected attitudinal, behavioral, and demographic factors. Journal of the Academy of Marketing Science, 29(4), 374-390. https://doi.org/10.1177/03079450094225
  17. Kim, H. N. (2008). The effects of decision making delay on experienced emotion for internet shopping and internet shopping mall satisfaction. Asia Marketing Journal, 10(1), 133-160.
  18. Kim, J. U., & Park, S. T. (2013). An empirical study on factors influencing a consumer's switching behavioral intention in the internet shopping mall environment. Journal of Digital Policy & Management, 11(1), 199-209.
  19. Kim, S. Y. (2009). The role of regret and disappointment for complaining behavior in internet shopping mall. Unpublished master's thesis, Chosun University, Gwangju.
  20. Lee, E. J. (2011). The effects of internet fashion consumer's impulse buying tendency on positive and negative purchasing behavior. Journal of the Korean Society for Clothing Industry, 13(4), 511-522. https://doi.org/10.5805/KSCI.2011.13.4.511
  21. Lee, E. J. (2013). The effects of internet fashion consumer's anticipated regret and selection difficulty on decision making delay and purchase switching intention. Journal of the Korean Society of Clothing and Textiles, 37(4), 526-539. https://doi.org/10.5850/JKSCT.2013.37.4.526
  22. Lee, E. J., & Kim, J. O. (2011). The service quality perception, purchase satisfaction, recommendation intention, and switching intention of fashion consumer according to the types of internet shopping malls. Journal of the Korean Society of Clothing and Textiles, 35(8), 890-905. https://doi.org/10.5850/JKSCT.2011.35.8.890
  23. Lee, E. J., & Na, Y. K. (2007). Fashion merchandise and internet distribution. Paju: Korean Studies Information Co. Ltd.
  24. Lee, M. G. (2002). The uncertainty in electronic commerce and consumer choice theory. Unpublished doctoral dissertation, Korea University, Seoul.
  25. Lee, M. Y. (2005). The effects of internet apparel store attributes and shopping values on consumer's internet apparel purchasing behavior. Korean Living Science Association, 14(1), 155-165.
  26. Nam, E. H., & Lee, J. H. (2009). The effects of perceived risks on purchase decision behavior among internet fashion consumers. Journal of the Korean Society of Clothing and Textiles, 33(11), 1707-1718. https://doi.org/10.5850/JKSCT.2009.33.11.1707
  27. Nam, S. M., & Noh, J. K. (2010). A study on the uncertainty response behavior of the consumer in the purchase of the environmentfriendly agricultural products. Journal of Marketing Studies, 18(3), 51-65.
  28. Noh, J. M. (2004). The influence of individual propensities and regrets of internet shopping mall users on the intention to neglect and exit. Unpublished doctoral dissertation, Daegu University, Daegu.
  29. Park, E. J., & Kang, E. M. (2008). Effects of shopping value, fashion shopping mall attributes, emotions and purchasing intention on purchasing behavior in internet fashion shopping malls. Journal of the Korean Home Economics Association, 43(7), 117-128.
  30. Seo, J. Y. (2004). A study on the effect of consumer's anticipated regret on purchase deferral intention. Unpublished master's thesis, Seoul National University, Seoul.
  31. Suk, H. J., Park, S. H., & Lee, E. J. (2011). Shopping motives, information search and behavioral intentions of internet fashion consumers. Journal of the Korean Society of Clothing and Textiles, 35(8), 918-932. https://doi.org/10.5850/JKSCT.2011.35.8.918
  32. Won, J. S. (2010). The interaction effect of loss aversion and preference uncertainty on consumers' adoption of reason-based choice. Journal of Commodity Science and Technology, 28(6), 133-143.
  33. Zeelenberg, M., & Pieters, R. (2007). A theory of regret regulation 1.0. Journal of Consumer Psychology, 17(1), 3-18. https://doi.org/10.1207/s15327663jcp1701_3

피인용 문헌

  1. Factors Influencing Internet Consumer's Purchase Delay Behaviors : Focusing on Situational Factors and Perceived Uncertainty vol.14, pp.7, 2014, https://doi.org/10.5392/JKCA.2014.14.07.407