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http://dx.doi.org/10.5850/JKSCT.2009.33.11.1744

Clothing Shopping Motivation on Internet and Customer e-Loyalty among Korean and Chinese College Students  

Park, Hye-Sun (Dept. of Clothing & Textiles, Pai Chai University)
Lee, Yeon (Dept. of Clothing & Textiles, Pai Chai University)
Kim, Hyun-Sook (Dept. of Clothing & Textiles, Pai Chai University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.33, no.11, 2009 , pp. 1744-1754 More about this Journal
Abstract
This study identifies the main factors of internet clothing shopping motivation and analyzes their effect on customer e-loyalty among Korean and Chinese college students. Data were collected from 300 Koreans and 300 Chinese college students. The survey was statistically analyzed through an exploratory and confirmatory factor analysis, T-test, and structural equation modeling. The factors of clothing shopping motivations were identified as merchandising characteristics, shopping convenience, value price, and hedonic pleasure. Chinese students had stronger motivations for value price and hedonic pleasure; Koreans had stronger motivations for merchandising characteristics. The structural equation model showed that the shopping motivations for merchandising characteristics, shopping convenience, and hedonic pleasure had significant effects on e-loyalty for Chinese students and the motivations for value price had significant effects on e-loyalty for Korean students. The conclusion shows a strategic direction for entering the Chinese e-market.
Keywords
Internet; Clothing shopping motivations; e-Loyalty; Chinese college students; Korean college students;
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Times Cited By KSCI : 3  (Citation Analysis)
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