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http://dx.doi.org/10.7741/rjcc.2014.22.5.655

Effects of the service and the product quality evaluation factors of internet shopping mall on the satisfaction for Korean internet fashion shopping malls - Focusing on Chinese university women -  

Yu, Jihun (Dept. of Clothing & Textiles, Sangmyung University)
Kong, Shim (Dept. of Human Environmental Science, The Graduate School of Sangmyung University)
Publication Information
The Research Journal of the Costume Culture / v.22, no.5, 2014 , pp. 655-669 More about this Journal
Abstract
This study was to examine the service and the product evaluation factors of Korean internet fashion shopping malls and to suggest marketing implications for Korean internet fashion shopping malls wanting to expand into the Chinese market. This study conducted a questionnaire survey for college female students in Qingdao, China, who have shopped at Korean internet shopping malls, and 310 surveys were used in the final analysis, frequency analysis, factorial analysis, and regression analysis. The results of the study were as follows. First, Most of the respondents answered that they found the Korean internet fashion shopping malls through the internet, and the most purchased item was outer clothing. Second, the system stability and web site structure excellence factors had a positive influence on the service satisfaction for the shopping mall 'S', while the system satisfaction, service efficiency, interactivity and web site structure excellence factors had positive influences on service satisfaction for the shopping mall 'P', and the system satisfaction, service efficiency, interactivity factors had positive influences on service satisfaction for the shopping mall 'N'. Third, examining the correlation between product satisfaction for the shopping mall 'S', 'P', and 'N' with fashion product evaluation factors showed that, design factors and quality excellence factors of the three shopping malls had positive influences on product satisfaction. The results of this research provide useful information in forming an efficient operating system and improving marketing strategies for internet fashion shopping malls planning to enter or having already entered the Chinese market.
Keywords
Korean internet fashion shopping malls; service quality evaluation; product quality evaluation; Chinese college student;
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Times Cited By KSCI : 9  (Citation Analysis)
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