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http://dx.doi.org/10.5850/JKSCT.2008.32.7.1046

Effects of Product and Situation on Internet Browsing Behavior for Fashion Products  

Shim, Soo-In (Dept. Clothing & Textiles, Seoul National University)
Jang, Se-Jung (Dept. Clothing & Textiles, Seoul National University)
Lee, Yu-Ri (Dept. Clothing & Textiles, Seoul National University Research Institute of College of Human Ecology, Seoul National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.32, no.7, 2008 , pp. 1046-1055 More about this Journal
Abstract
The purpose of this study is to investigate the effects of product variables(i.e., fashionability, brand fame) and situational variables(i.e., time constraint, usage occasion) on the internet browsing behavior (i.e., prepurchase search; ongoing search for products, stores, fashion trends, promotions, and post-purchasing information) for fashion products. This study developed hypothetical scenarios based on the factorial design of the two independent variables for the survey with a questionnaire. All items in the questionnaire were measured on a six-point scale. By convenience sampling and on-line survey, a total of 209 usable responses were used for further analyses. The results show as follows; firstly, respondents more intensively browse for information search on products, stores and fashion trends when the style of browsing products is trendy. Secondly, whether the fashion products have a famous brand name or not has a significant influence on browsing behavior for stores and fashion trends information search. Thirdly, time constraint is found to influence significantly on respondents' browsing for promotions information search. Lastly, occasion for product worn shows a significant influence on browsing behavior for stores and fashion trends information search. The managerial implications are provided based on findings.
Keywords
Internet browsing behavior; Fashionability; Brand fame; Time constraint; Usage occasion;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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