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http://dx.doi.org/10.14400/JDC.2022.20.1.141

A Study on the Relationship between Consumer Characteristics and Consumer Emotion and Satisfaction during Online Shopping - Focusing on purchasing clothes  

Han, Dahye (Department of Consumer Science, Seoul National University)
Kim, Rando (Department of Consumer Science, Seoul National University)
Publication Information
Journal of Digital Convergence / v.20, no.1, 2022 , pp. 141-153 More about this Journal
Abstract
This study tried to understand the structural relationship of consumer characteristics on consumer emotions and satisfaction in online shopping. First, consumer characteristics derived various tendencies through previous studies. Next, consumer emotion was defined as positive and negative emotions in the six purchasing processes from information search to use, and satisfaction was defined as the overall satisfaction of the purchasing experience. To this end, this study measured consumer satisfaction and positive/negative emotions in the six consumption processes in their 20s and 40s with online clothing shopping experience within the last month. Finally, structural equation modeling(SEM) was conducted. As a result, the model fit was good, and impulse purchase tendency, conspicuous consumption tendency, innovation tendency, and trendy shopping tendency only affected negative emotions. On the other hand, it was confirmed that information search tendency, hedonic shopping tendency, and economic shopping tendency directly affect positive emotions and indirectly affect consumer satisfaction. Through this, implications for improving the consumer experience in online shopping were presented by identifying consumer characteristics and enhancing consumer emotions.
Keywords
Online shopping; Consumer emotions; Satisfaction; Structural Equation Model;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
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