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Effect of Apparel Merchandise on Experienced Emotion for Apparel Shopping and Attitude toward the Internet Store  

Hong Heesook (Dept. of Clothing and Textiles, Cheju National University)
Lee Soo Gyoung (Dept. of Clothing and Textiles, Yonsei University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.29, no.3_4, 2005 , pp. 478-490 More about this Journal
Abstract
The purpose of this study identifies effect of apparel merchandise characteristics on experienced emotion for apparel shopping and effect of consumer's emotion on attitude toward the internet shop. The data were collected from a sample of 271 internet shopper of university students(male: 82, femaie: 189). They visited the on-line shop for apparel shopping and after searching a casual clothing which they wanted to buy, requested to answer the questionnaire. The covariance structural model and research hypothesis analyzed by using AMOS 4.0 program. The results are as follows: First, the structural model is accepted($X^2$=128.30/d.f.=119/p=0.26, GFI=0.95 ; AGFI=0.93; RMR:0.05: NFI=0.94; PNFI=0.73). Second, apparel merchandise characteristics(price, information, assortment) of the internet shop lead a consumer's positive emotions for apparel shopping. Limited assortment variety of product induce negative emotions. Third, positive and negative emotions that consumer experienced for apparel shopping influence attitude toward the internet shop.
Keywords
Apparel merchandise in internet store; Experienced emotion for shopping; Attitude toward the internet store;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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