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http://dx.doi.org/10.5850/JKSCT.2009.33.4.622

A Study on Shopping Mall Quality, Satisfaction, Trust, Commitment and Purchase Intention According to Shopping Propensity of Chinese Consumer  

Hong, Byung-Sook (Dept. of Clothing & Textiles, Chung-Ang University)
Na, Youn-Kue (Dept. of Business Administration, Loyola University)
Xu, Dan Dan (Dept. of Clothing & Textiles, Chung-Ang University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.33, no.4, 2009 , pp. 622-633 More about this Journal
Abstract
I need to study variations which affect Chinese internet shopping-mall vendor and Chinese buyer's long term relationship and utilize that insight on marketing strategy. For that, I studied effect of shopping propensity, internet shipping-mall quality on satisfaction, trust, commitment and purchase intention of fashion products, mainly fashion goods consumers in their 20s-30s at Shanghai and Beijing. 453 respondents' survey was used for this study by random sample selection and analyzed through frequency analysis, factor analysis, regression analysis, cross-tab, ANOVA test with SPSS12.0. Through this study, I found out that Chinese fashion goods consumer can be categorized as information seeker, variety seeker and innovation seeker. Among them, innovation seeker was most sensitive on shopping mall's quality, satisfaction, trust, commitment and purchase intention and Chinese consumer's evaluation on internet shopping-mall' perceived quality affect satisfaction, absorption, trust and fashion goods purchase intention. Based on that, I need to understand more about target consumer before enter the market, because there is difference of shopping-mall quality, satisfaction, trust, absorption and purchase intention according to shopper's propensity and demographic factors.
Keywords
Shopping propensity; Chinese internet shopping-mall quality; Satisfaction; Trust; Commitment;
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Times Cited By KSCI : 2  (Citation Analysis)
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