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Evaluation Descriptions and Dimension on the Sensibility of Internet Fashion Shopping Mall  

박현희 (경북대학교 의류학과)
구양숙 (경북대학교 의류학과)
Publication Information
Journal of the Korean Home Economics Association / v.40, no.1, 2002 , pp. 135-146 More about this Journal
Abstract
The Purpose of this study was to identify the sensibility elements and the evaluative dimensions of internet fashion shopping mall to supply optimal experience to the customer. First, association words for internet fashion shopping mall by open-ended method and sensibility-expression-adjective feeling as navigating personally 57 shopping mall dealing with fashion products were collected. Collected adjectives were ranked after making index by frequency and diversity. Then, correlation analysis was executed to extract independent adjective and their opposite words. Semantic differential scale was made for internet-fashion-shopping-mall-evaluation. After preliminary investigation with this scale, factor analysis was implemented. 12 sensibility evaluation words were extracted. Then, 200 subjects evaluated satisfaction degree for 8 selected shopping mall. To explain the hierarchy of internet fashion shopping mall, cluster analysis was applied. The understanding of sensibility element and evaluative dimensions of internet fashion shopping mall can be utilized efficiently as basic materials when marketer plans internet shopping mall design and makes marketing strategy.
Keywords
sensibility word; Internet shopping mall; hierarchy of internet fashion shopping mall;
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