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

The Korean Society of Clothing and Textiles (한국의류학회)
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Meaning and Delightful Effect of Rewards in Online Shopping Malls -A Hand-written Letter and a Free Gift-

온라인 쇼핑몰에서 보상의 의미와 감동 효과 -손편지와 사은품-

  • Received : 2016.05.09
  • Accepted : 2016.07.11
  • Published : 2016.10.31
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Abstract

This study examined the effects on customer delight, satisfaction, and repurchase intention for two reward types by online shopping malls, a hand-written letter and a free gift. Two scenarios to manipulate the rewards provided by online shopping malls were developed. Study 1 revealed that the effects of a hand-written letter on delight and satisfaction were higher than those of a free gift; in addition, delight was more important than satisfaction for repurchase intention. Study 2 examined product quality that is the core function of online purchases by developing 4 scenarios that considered product quality and rewards. The result showed that high product quality caused delight and satisfaction while rewards did not. When product quality was considered, satisfaction influenced repurchase intention more than delight. The study implies that the core function of product quality is more important than rewards for customer delight, satisfaction, and repurchase in online shopping malls.

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References

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