Browse > Article
http://dx.doi.org/10.5850/JKSCT.2008.32.12.1891

A Study on the Determinant Factors on Return in Internet Clothing Purchase  

Ji, Hye-Kyung (Dept. of Fashion Design, College of Arts, Hansung University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.32, no.12, 2008 , pp. 1891-1902 More about this Journal
Abstract
With concerns for consumers' return behaviors affecting internet shopping malls' profits and product management in the internet clothing market, this study is designed to investigate determinants affecting return and path models for return behaviors. For an empirical study, questionnaires are prepared and respondents in their 20s and 30s with internet clothing purchase experience are selected using the convenience sampling. A total of 517 questionnaires are used for the final analysis. Data are analyzed by using SPSS 12.0 software and descriptive statistics, $x^2$-test, discriminant analysis, regression analysis, and path analysis is conducted. The results are as follows. First, ones who have returned after purchasing clothing items in internet shopping reached 63.4% of the total consumers. Respondents returned items with price at 50 thousand won or less stood at 67.2%, and the most frequent return shopping malls are open markets with their return rate at 51.1%. Second, variables such as risk perception, information search, impulse buying, buying experience, and age have a positive effect on return experience. Impulse buying and buying experience turn out to have a significant effect on the degree of return, but risk perception, information search, age, and gender to have an insignificant effect. Return intention is significantly affected by risk perception, gender, and age. Third, the analysis of path model for return experience shows that perceived risk has a positively effect, and information search has a direct effect as well as an indirect effect through buying experience or impulse buying. The analysis of path model for the degree of return shows that risk perception does not have effect, but information search has indirect effect through buying experience or impulse buying. This study is thought to find consumers' return behavior characteristics in online shopping, and help businesses operating online shopping malls to efficiently manage returns and set up strategies against returns.
Keywords
Return behavior; Determinant factor; Internet clothing purchase;
Citations & Related Records
Times Cited By KSCI : 7  (Citation Analysis)
연도 인용수 순위
1 Bauer, R. A. (1960). Consumer behavior as risk taking. In Hancock, R. S. (Ed.), Dynamic marketing for a changing world (pp. 389-398). Chicago: American Marketing Association
2 Che, Y. (1996). Customer return policies for experience goods. The Journal of Industrial Economics, L(1), 17-24
3 Davis, S., Hagerty, M., & Gerstner, E. (1998). Return policies and optimal levels of hassle. Journal of Economics and Business, 50(5), 445-460   DOI   ScienceOn
4 Jeon, H. J. (2006). The effect of fabric characteristics and information on internet clothing purchase. Master`s thesis, Yeonsei University, Seoul
5 Kiel, G. C. & Layton, R. A. (1981). Dimensions of consumer information seeking behavior. Journal of Marketing Research, 18(May), 233-239   DOI   ScienceOn
6 Kim, C. J. (1993). Risk perception and risk reduction behavior in clothing purchase situation. Doctorial dissertation, Dongguk University, Seoul
7 Kim, Y. H. (2003b). A study on the effect of returned clothes via on-line sales on their brands. Master's thesis, Kookmin University, Seoul
8 Lee, K. H. (2006b). A study on consumer affairs and betterments of C2C trade in internet paradigm. Journal of Consumer Problems, 29, 93-121
9 Shin, M. K. (2004). The relation of the perceived risk and information search: Focused internet shopping mall. Master's thesis, Ewha Womans University, Seoul
10 Weinberg, P. & Gottwalt, W. (1982). Impulsive consumer buying as a result of emotions. Journal of Business Research, 10(1), 43-57   DOI   ScienceOn
11 Online Shopping Malls Experience One Return Per 10 Purchases. (2005). Seoul Electronics Commerce Center. Retrieved August 2, 2008, from http://ecc.seoul.go.kr
12 Chung, S. H. (2003). An analysis of returning types and factors for fashion merchandises in cable television home shopping networks. Master's thesis, Chung-Ang University, Seoul
13 Damages from Online Shopping Malls Rose by 46.7% over Previous Year. (2008). Seoul Electronics Commerce Center. Retrieved January 9, 2008, from http://ecc. seoul.go.kr
14 Huh, K. (2003). Consumers' attitudes and requests for refunds depending on the differences in periods of surveys. Korean Association of Human Ecology, 12(3), 337-349   과학기술학회마을
15 Koh, S. B. (2006). Effects of internet shopping interest, shopping mall attributes, and emotions on impulse buying behavior for fashion products in internet shopping malls. Master's thesis, Dong-A University, Busan
16 Hwang, J. S. & Joung, H. J. (2005). The internet and TV home-shopping perceived risk segments: Shopping orientations, purchase intention, and purchase behavior. Journal of the Korean Society and Textiles, 29(5), 637-648   과학기술학회마을
17 Lee, J. R. (2006a). The understanding of factors of open market satisfaction and preference. The Journal of MIS research, 16(4), 49-70   과학기술학회마을
18 Lim, H. J. (2003). A study on the searching information and buying behavior according to internet shopping motives. Master's thesis, Silla University, Busan
19 Hong, H. (2002). Differences across types of web navigation value and shopping mall in evaluation of website attributes for apparel shopping. Journal of the Korean Society of Clothing and Textiles, 26(5), 642-653   과학기술학회마을
20 Park, K. (2006). An exploratory study of consumer return experiences. Journal of the Korean Society of Clothing and Textiles, 30(6), 961-970   과학기술학회마을
21 Rook, D. W. & Fisher, R. J. (1995). Trait and normative aspects of impulse buying behavior. Journal of Consumer Research, 22(3), 103-125
22 Kim, H. S. (2004b). A study of the reverse logistics information factors for environmental conscious logistics system. Journal of industrial and systems engineering, 27(4), 59-68   과학기술학회마을
23 Mowen, J. C. (1995). Consumer behavior (4th ed.). New York: Prentice-Hall
24 Doucan, C. P. & Olshavsky, R. W. (1982). Extend search: The role of consumer belief. Journal of Marketing Research, 19(1), 32-43   DOI   ScienceOn
25 Taylor, J. M. (1974). The role of risk in consumer behavior. Journal of Marketing, 38, 4-60
26 Seo, S. H. (2004). A study on the effect of information delivery of product on purchase satisfaction and return in internet shopping malls. Master's thesis, Korea University, Seoul
27 Kim, E. J. (2005). Factors affecting addictive buying behavior of fashion product on internet shopping. Master's thesis, Yonsei University, Seoul
28 Hwang, J. S. (2003). Internet perceived risk clothing benefits sought internet shopping attitude internet purchase intention. Journal of the Korean Society and Textiles, 27(7), 746-758   과학기술학회마을
29 Kim, C. W. (2004a). A study on characteristics and diffusion strategies of SME on-line shopping mall. Master's thesis, Gwangju University, Gwangju
30 Kim, S. S. (2003a). The study about internet shopping behavior types of apparel product.. Master's thesis, Seoul National University, Seoul
31 Rosenbaum, M. S. & Kuntze, R. (2003). The relationship between anomie and unethical retail disposition. Psychology and Marketing, 20(12), 1067-1093   DOI   ScienceOn
32 Choi, E. J. (2003). The comparative study of purchasing characteristics of the apparel products consumers using internet shopping mall and the cable TV home shopping. Doctoral dissertation, Seoul Women's University, Seoul
33 Bloch, P. H., Sherrell, D. L., & Ridgway, N. M. (1986). Consumer Search: An extend framework. Journal of Consumer Research, 13, 119-126   DOI   ScienceOn
34 Hong, B. S. & Lee, O. H. (1998). A study on the symbolic consumption in clothing of adolescence. International Journal of Human Ecology, 36(10), 131-144
35 Shin, J. M. (2007). An analysis on causes of returning goods of cable television home shopping-Focused on the cases of jewelry Goods. Master's thesis, Chung-Ang University, Seoul
36 Jung, Y. H. (2006). A study on returned product of reverse logistics network in e-retail industries-A homeshopping company-. Master's thesis, Korea University, Seoul
37 Moon, K. Y. (1998). A study on consumer risk cognition of electronic commerce: concentrated on the purchase decision making and risk cognition factor analysis in internet shopping. Master's thesis, Dongguk University, Seoul
38 Rhee, E. Y. (1999). Fsshion mareting (2nd ed.). Seoul: Kyomunsa