The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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A study of the relationship between consumer satisfaction and behavioral intention in relation to sales promotion in online fashion shopping malls

온라인 패션 쇼핑몰 판매촉진에 대한 소비자 만족도와 행동 의도의 관련성 연구

  • Received : 2023.07.09
  • Accepted : 2023.08.14
  • Published : 2023.08.31
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Abstract

The online shopping market is expanding, with online shopping malls now subdivided into personal computer(PC) and mobile versions. Meanwhile, various efforts to promote online sales are being carried out in a bid to improve performance, and detailed research is required to inform such strategies. The purpose of this study was to classify online shopping mall types into PC fashion malls and mobile fashion malls with the aim of assessing sales promotion satisfaction and investigating the relationship between sales promotion satisfaction and consumers' behavioral intentions. Data were collected by a survey firm in June 2023, and 248 copies of the data were used for analysis. SPSS 28.0 was used to process the data, and frequency analysis, factor analysis, reliability analysis, and regression analysis were performed. The satisfaction factors for various sales promotions used by PC and mobile fashion shopping malls were empirically subdivided in consideration of consumer perspectives, and potentially effective marketing strategies were presented. Differences were observed in the type of satisfaction with sales promotion between PC fashion shopping malls and mobile fashion shopping malls and in the effect of sales promotion satisfaction on behavioral intention. Based on the study's findings, effective sales promotion strategies that can increase satisfaction and enhance behavioral intention may be developed and implemented through the use of various and different sales promotion strategies in PC and mobile fashion shopping malls.

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References

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