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

  • 제39권1호
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  • Pages.106-120
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  • 2015
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  • 1225-1151(pISSN)
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  • 2234-0793(eISSN)
한국의류학회 (The Korean Society of Clothing and Textiles)
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인터넷 패션 소비자의 가격민감도와 재구매 및 전환의도에 관한 연구

Price Sensitivity, Repurchasing and Switching Intention of Internet Fashion Consumers

  • 이은진 (중앙대학교 패션디자인학과)
  • Lee, Eun-Jin (Dept. of Fashion Design, Chung-Ang University)
  • 투고 : 2014.08.26
  • 심사 : 2014.11.06
  • 발행 : 2015.02.28
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초록

This study analyzed the effects of website and consumer's characteristics on price sensitivity as well as the effects of price sensitivity on repurchasing and switching intention. It ascertains differences in: website and consumer's characteristics, price sensitivity, and repurchasing and switching intention according to type of internet shopping mall. A survey was conducted from July 10 to August 20 in 2013, and 492 responses were used for data analysis. As a result, the reputation, ease of price search, and depth of product information positively influenced the price search and the interactivity of website characteristics positively influenced price importance. Product knowledge and information search of fashion consumers positively influenced price sensitivity. Also, the price sensitivity of internet fashion consumer positively influenced repurchasing intention. The price search positively affected the switching intention, while the price importance negatively affected the switching intention. Last, there were significant differences in the reputation, ease of price search, information search, price sensitivity, repurchasing and switching intention according to type of internet shopping mall.

키워드

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피인용 문헌

  1. Effects of Characteristics of Social Commerce on Purchase Intention : Moderating Effects of Perceived Risk and Price Sensitivity of Mobile Application Users vol.40, pp.3, 2016, https://doi.org/10.5850/JKSCT.2016.40.3.574