Journal of Korea Society of Industrial Information Systems (한국산업정보학회논문지)

Korea Society of Industrial Information Systems (한국산업정보학회)
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A Study on the Effect of Determinants of Purchase of Clothing Products on Omnichannel Purchase Behavior and Satisfaction

의류 제품 구매 결정 요인이 옴니채널 구매행동과 만족도에 미치는 영향 연구

  • Donghyun Choi ;
  • Euijeong Shin
  • 최동현 (중앙대학교 경영경제대학교 국제물류학과) ;
  • 신의정 (중앙대학교 글로벌물류학과)
  • Received : 2024.08.02
  • Accepted : 2024.08.29
  • Published : 2024.10.30
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Abstract

The purpose of this study is to understand the effect of product characteristics, purchase transactions and logistics characteristics on purchase behavior and satisfaction in the omnichannel, focusing on clothing products. A survey was conducted on consumers with experience in purchasing clothing products, and research problems were analyzed through structural equations, focusing on the hypotheses established in this study. As a result of the study, in the case of consumers with experience in internet shopping, product factors such as aesthetic, diversity, price and purchase transaction factors had a positive (+) effect on customer satisfaction, and customer satisfaction had a positive (+) effect on consumer purchasing behavior. In the case of consumers with omnichannel experience, price among product factors had a positive (+) effect on customer satisfaction. Based on this, it is expected that factors that can activate omni-channels that were not previously discussed can be derived and implications can be provided.

본 연구는 의류 제품을 중심으로 옴니채널에서 제품의 특성, 구매 거래, 물류의 특성이 구매행동과 만족도에 미치는 영향을 파악하는데 목적이 있다. 이를 위해 의류 제품 구매 경험이 있는 소비자를 대상으로 설문조사를 시행하고 설문 데이터를 구조방정식을 통하여 본 연구에서 수립된 가설을 중심으로 연구문제를 분석했다. 연구 결과 인터넷 쇼핑 경험이 있는 소비자의 경우 제품 요인인 미적 표현성, 다양성, 가격과 구매거래 요인이 고객 만족도에 정(+)의 영향을 미쳤고 고객 만족도는 소비자 구매행동에 정(+)의 영향을 미쳤다. 옴니채널 경험이 있는 소비자의 경우 제품 요인중 가격이 고객 만족도에 정(+)의 영향을 미쳤다. 이를 바탕으로 기존에 논의되지 못하였던 옴니 채널을 활성화할 수 있는 요인을 도출하여 각 업체들에게 시사점을 제공할 수 있을 것이라 기대된다.

Keywords

Acknowledgement

본 논문은 해양수산부 제4차 해운항만물류 전문인력양성사업의 지원을 받아 수행된 연구임

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