Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

Effects of Mobile Shopping Tendencies and Information Search on the Shopping Mall Satisfaction and Repurchase Intention: Focusing on Fashion Clothing

모바일 쇼핑성향과 정보탐색이 쇼핑몰의 만족도와 재구매 의도에 미치는 영향: 패션의류를 중심으로

  • An, Sang-Hee (Dept. of Fashion Design, Design & Arts Institute, Hansung University)
  • 안상희 (한성대학교 디자인아트평생교육원 패션디자인학과)
  • Received : 2020.07.20
  • Accepted : 2020.08.20
  • Published : 2020.08.28
Download PDF
⟨ Previous Next ⟩

Abstract

The objective of this study is to verify the effects of shopping tendencies and information search on the shopping mall satisfaction and repurchase intention of fashion clothing consumers at this point in time when the mobile shopping has been routinized. To verify this, this study selected male and female university students with experiences in purchasing fashion clothing in mobile shopping mall within the last one year as its samples. For the verification of hypotheses, the factor analysis, multiple regression analysis, and simple regression analysis were conducted. The results of this study are as follows. First, the shopping tendencies of consumers who had experiences in mobile shopping included the economic shopping tendency, entertaining shopping tendency, convenient shopping tendency, and trend-pursuit shopping tendency. Second, the convenient shopping tendency, entertaining shopping tendency, and economic shopping tendency of consumers' mobile shopping tendencies had positive effects on the mobile shopping mall satisfaction and repurchase intention. Third, the information search for purchasing fashion clothing in mobile shopping mall had positive effects on the shopping mall satisfaction and repurchase intention.

본 연구의 목적은 모바일 쇼핑이 일상화된 현시점에서 패션의류 소비자들의 쇼핑성향과 정보탐색이 쇼핑몰 만족도와 재구매 의도에 미치는 영향을 확인하고자 함이다. 이를 확인하고자 최근 1년 이내 모바일 쇼핑몰에서 패션의류 구매 경험이 있는 남녀 대학생들을 표본으로 이루어졌다. 가설 검증을 위해 요인분석과 다중회귀분석, 단순회귀분석을 실시하였다. 연구결과는 다음과 같다. 첫째, 모바일 쇼핑 경험이 있는 소비자들의 쇼핑성향은 경제적 쇼핑성향, 오락적 쇼핑성향, 편의적 쇼핑성향, 유행추구 쇼핑성향으로 확인되었다. 둘째 소비자들의 모바일 쇼핑성향 중 편의적 쇼핑성향, 오락적 쇼핑성향, 경제적 쇼핑성향은 모바일 쇼핑몰 만족도와 재구매 의도에 정의 영향을 미치는 것으로 확인되었다. 셋째, 모바일 쇼핑몰에서 패션의류를 구매하기 위한 정보탐색은 쇼핑몰의 만족도와 재구매 의도에 정의 영향을 미치는 것으로 확인되었다. 본 연구의 결과는 패션의류 기업의 마케팅전략에 유용한 정보로 활용될 수 있을 것이다.

Keywords

References

  1. Y. T. Ko. (2019.02.11). 95% of People use Smartphones... Which Country has The Highest Penetration Rate?. KBS NEWS. http://mn.kbs.co.kr/news/view.do?ncd=4135732
  2. H. S. Choi. (2019). MWC 2019, 5G mobile communication ecosystem and services ready for commercialization. Korea Internet & Security Agency, KISA Report, 3, 8-11. https://www.kisa.or.kr/public/library/IS_View.jsp?mod e=view&p_No=158&b_No=158&d_No=358
  3. Statistics Office (2020. 07. 03). Online Shopping Trends in May 2020. Statistics Office, http://kostat.go.kr/portal/korea/kor_nw/1/1/index.board?bmode=read&aSeq=383635&pageNo=&rowNum=10&amSeq=&sTarget=&sTxt=
  4. J. M. Chae. (2016). The effect of fashion shopping orientation on consumer's purchase intention in a mobile shopping mall : The differences of groups according to gender and purchase frequency. The Research journal of the costume culture, 24(4), 457-470. DOI : 10.29049/rjcc.2016.24.4.457
  5. H. J. Kim & M. S. Chung. (2015). The effects of clothes shopping orientation and perceived risk on purchase intention in social commerce. The Research journal of the costume culture, 23(3), 384-399. https://doi.org/10.29049/rjcc.2015.23.3.384
  6. H. Y. Lee. (2019). The Effects of Clothing Shopping Orientation and Perceived Risk of Mobile Shopping on Purchase Decision Behaviors. Graduate School of Kyung Hee University, Master of Desertation.
  7. N. M. Kim. (2020). Effects of Fashion Shopping Orientations and Importance of Fashion Application Attributes on Customer Satisfaction and Loyalty in Mobile Shopping Environment. Dongduk Women's University Graduate School of Fashion Doctoral Dissertation.
  8. J. Y. Lee. (2013). Current Status and Prospect of Domestic Online Shopping Market: Focusing on Internet and Mobile Shopping. Information and Communication Broadcasting Policy. 25(13), 96-108.
  9. B. H. Moon. (2016). Mobile shopping surpassed the first 20 trillion won... The number one mobile purchase is "fashion". FASHION SEOUL, https://www.fashionseoul.com/100805
  10. S. Shim & A. Kotsiopulus. (1992). Patronage Behavior of Apparel Shopping : Part i. Shopping Orientation, Store Attributes, Information Source, and Personal Characteristics. Clothing and Textiles Research Journal, 10(2), 48-57. https://doi.org/10.1177/0887302X9201000208
  11. B. M. Lee. (2016). Influences of Perceived Mobile Apps Benefits and Apparel Shopping Orientation on Switching Behavior to and Satisfaction with TV Home Shopping Mobile Apps. Graduate School of Kyung Hee University.
  12. Y. E. Hwang. (2017), Impacts of The Characteristics of Blogs and Fashion Shopping Orientation on Risk Perception and Purchase Intention for Instagram Fashion. Products. Konkuk University Master's Thesis.
  13. D. S. Kim. (2019). The Eeffect of Tourism Motivation and Attitude Characteristics of Package Tourists on Satisfaction and Repurchase Intention : Focusing on Moderating Effect of Perceived Value. Daejeon University Master's Thesis.
  14. H. S. Lee, K. H. Ahn & Y. W. Ha. (2017). Consumer behavior-Approached Strategic Marketing. 5ed, bobmunsa : Paju.
  15. S. H. Lee & Y. K. Jang. (2006). A Study on Advertisement Effects of Mobile Fashion Advertisements-Focused on Ad Types and Categories. Journal of the Korean Society of Clothing and Textiles, 30(9/10), 1455-1463.
  16. B. H. Sa. (2014). A Study on the Factors Influencing Customer Loyalty in the Internet Shopping Mall: An Examination of Chinese University Students. Keimyung University Graduate School Master Thesis.
  17. R. L. Oliver. (1980). A cognitive Model of Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17, 460-469. https://doi.org/10.1177/002224378001700405
  18. C. H. Jung & k. H. Park. (2007). The Effect of Web Site Characteristics on Customer Satisfaction and Repurchase Intention in the Internet Shopping Mall: Focus on Agricultural Product Oriented Internet Shopping Mall. The Journal of Internet Electronic Commerce Research, 7(3), 287-316.
  19. S. K. Park & Y. B. Park. (2005). A Study on the Effects of e-Store Attributions on Web Site Loyalty. Journal of Global Scholars of Marketing Science, 15(1), 21-39.
  20. H. S. Lee & Y. I. Chae. (2013). Factors Influencing the Customer Satisfaction and Re-Purchasing Intention of Mobile Shopping Mall. Journal of the Korea society of IT service. 12(2), 215-229. DOI : http://dx.doi.org/10.9716/KITS.2013.12.2.215
  21. R. L. Oliver. (1997). Satisfaction : A Behaviour Perspective on the Consumer[M]. Boston : Richard D. Irwin / McGraw-Hill.
  22. G. H. McDougall & T. Levesque. (2000). Customer Satisfactionwith Services: Putting Perceived Value into the Equation. Journal of Services Marketing, 14(5), 392-410. https://doi.org/10.1108/08876040010340937
  23. M. J. Bitner, B. H. Booms & M. S. Tetreault. (1990). The ServiceEncounter: Diagnosing Favorable and Unfavorable Incidents. Journal of Marketing, 54, 71-84. https://doi.org/10.2307/1252174
  24. S. A. Taylor & T. L. Baker. (1994). An Assessment of the Relationship between Service Quality and Customer Satisfactionin the 21 Formation of Consumers Purchase Intentions. Journal of Retailing, 70(2), 163-178. https://doi.org/10.1016/0022-4359(94)90013-2
  25. S. J. Choi. (2017). A Study on the Channel Selection of Cosmetic Consumers' Shopping Propensity and Information Search Type. Master's thesis, Graduate School of Kyunghee University.
  26. A. R. Kim. (2015). The effect of Consumer Personality on Online Information Exploratory and Information Use Behavior Department of Art and Culture Management. Graduate SchoolHongik University.
  27. Y. S. Kim. (2012). Consumers' Perception of Purchase Risk by Distribution Channel and Satisfaction According to The use of Information Sources. Doctoral dissertation, Kyunghee University.
  28. M. Y. Choi. (2010). A Study on the Influencing Factors of Continuous Information Search Behavior through Online. Journal of the Korean Society of Clothing and Textiles, 34(9), 1527-1537. https://doi.org/10.5850/JKSCT.2010.34.9.1527
  29. H. K. Ji. (2013). The Influences of Shopping Orientation and Impulse Buying Orientation on Internet Shopping Addiction to Fashion Products. Journal of the Korea Fashion & Costume Design Association, 15(2), 27-41.
  30. M. H. Park & S. Y. Cho. (2012). An effect of consumers' risk perception on information search in international internet shopping mall : Focusing on the comparison with domestic internet shopping mall. Journal of Consumption Culture, 15(2), 39-55. DOI : 10.17053/jcc.2012.15.2.003
  31. D. M. Szymanski & R. T. Hise. (2000). E-satisfaction: An initial examination. Journal of Retailing, 76(3), 309-322. DOI: 10.1016/S0022-4359(00)00035-X
  32. A. Mukherjee & P. Nath. (2007). Role of electronic trust in online retailing: A re-examination of the commitment-trust theory. European Journal of Marketing, 41(9/10), 1173-1202. DOI:10.1108/03090560710773390.