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http://dx.doi.org/10.5850/JKSCT.2008.32.5.766

The Effects of Clothing Benefits on Delay of Decision Making and Shopping Information in Internet Shopping  

Kim, Han-Na (Research Institute of Human Ecology, Seoul National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.32, no.5, 2008 , pp. 766-776 More about this Journal
Abstract
The purpose of this study was 1) to identify the reasons for delay of decision making and the shopping information in internet shopping, 2) to classify consumers based on the clothing benefits, 3) and to examine the differences among consumer groups in the reasons for delay of decision making and the shopping information. The data were collected from a sample of 500 internet shopper aged from 20 to 40. This study used factor analysis, multiple regression analysis, Pearson's correlation analysis, cluster analysis and ANOVA. The results showed that the reasons for delay of decision making consisted of eight factors: Performance risk, Comparison shopping, Economic shopping, Social risk, Uncertainty, Expecting of market change, Product unsatisfaction, Passive shopping. The shopping information consisted of three factors: Product variety, Product information, Additional information. Five factors of clothing benefits were Economy, Figure compensation, Social position, Individuality, and Comfort. The respondents were classified into four groups by five factors of clothing benefits; Individuality seeking group, Low-benefits seeking group, Economy seeking group, Figure compensation/comfort seeking group. There were significant differences among groups in the reasons for delay of decision making and the shopping information among groups. Therefore, marketers need to provide different shopping information for delay closure by target groups.
Keywords
Clothing benefits; Delay of decision making; Shopping information; Internet shopping;
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Times Cited By KSCI : 3  (Citation Analysis)
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