복식문화연구 (The Research Journal of the Costume Culture)

  • 제24권1호
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  • Pages.41-53
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  • 2016
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  • 1226-0401(pISSN)
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  • 2383-6334(eISSN)
복식문화학회 (The Costume Culture Association)
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해외 인터넷 쇼핑몰에서 패션상품을 직접 구매하는 소비자의 쇼핑 가치에 따른 위험 지각과 만족도

Fashion shoppers' perceived risk and satisfaction at overseas online malls based on their internet shopping values

  • 김용숙 (전북대학교 의류학과.인간생활과학연구소)
  • Kim, Yongsook (Dept. of Fashion Design.Research Institute of Human Ecology, Chonbuk National University)
  • 투고 : 2015.12.13
  • 심사 : 2016.02.11
  • 발행 : 2016.02.29
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초록

The purposes of this study was to identify fashion shoppers' perceived risk and satisfaction while shopping at overseas online shopping malls based on their internet shopping values. A self-administered questionnaire was used for data collection and an internet survey was conducted from April 12~15, 2015. Most consumers purchased one or two fashion items at overseas online malls directly, motivated by low prices, and spent 200,000~400,000 won during the last one year. The factors of consumers' internet shopping values were information, hedonics, and practicality. Factors of perceived risk were delivery and refund, price and approval, and product and shopping mall. Consumers were divided into three categories: heavy pursuit shoppers, intermediate shoppers, and uninformed shoppers based on their internet shopping values. Heavy pursuit shoppers were primarily female; they spent more, felt a deeper patronage with overseas online shopping malls and their perceived risk regarding delivery and refund was higher than the other shoppers. The group of uninformed shoppers were primarily male. They spent less, had low patronage with overseas online shopping malls, and their perceived risk regarding delivery and refund was lower than other shoppers. Overall satisfaction was positively affected by information provided while shoppers were surfing the overseas online shopping malls and practicality. Satisfaction was negatively affected by perceived risk regarding price and approval and difficulty in finding specific products while shopping at overseas online shopping malls.

키워드

참고문헌

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피인용 문헌

  1. Effects of perceived risk, community usage motive and price sensitivity of overseas direct purchase consumers on customer satisfaction vol.26, pp.6, 2018, https://doi.org/10.29049/rjcc.2018.26.6.951
  2. 관광구매단계에서의 관광옴니채널 선택요인, 만족도, 구매의도 등에 관한 영향관계 분석 vol.15, pp.10, 2016, https://doi.org/10.14400/jdc.2017.15.10.173
  3. 인터넷 패션 소비자의 예상된 후회와 지각된 불확실성, 가격민감도 및 구매 망설임에 관한 연구 - 해외 직접구매를 중심으로 - vol.26, pp.1, 2018, https://doi.org/10.29049/rjcc.2018.26.1.001
  4. 온라인 해외직접구매의 쇼핑가치가 호기심 및 자기효능감을 매개로 지속사용의도에 미치는 영향 -헤비유저와 라이트유저의 비교- vol.44, pp.5, 2016, https://doi.org/10.5850/jksct.2020.44.5.1004