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http://dx.doi.org/10.5850/JKSCT.2016.40.2.287

The Effect of the Fashion Product Classification Method in Online Shopping Sites  

Han, Seo-Young (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University)
Cho, Yunjin (Dept. of Textile Design, Geongnam National University of Science and Technology)
Lee, Yuri (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.40, no.2, 2016 , pp. 287-304 More about this Journal
Abstract
This study examines the influence of product classification standards and structure on user perception as well as their attitude towards online shopping sites. The causal relationships of variables are also examined. The analysis was based on an online survey with 247 responses. Four types of internet shopping sites were developed and used as a stimulus. The results of the mean comparison analysis indicated that perceived variety, information overload, perceived shopping value and attitude towards the site varies significantly with product classification standards and structure. There was also of a marginally significant interaction between the classification standard and structure on perceived variety and information overload. The causal relationship analysis revealed that perceived variety positively influenced hedonic and utilitarian shopping value. However, information overload had a negative effect on hedonic and utilitarian shopping value. Both the hedonic and utilitarian shopping value positively influenced attitudes towards the sites. This study demonstrates that classification method influences customer perception and attitude. It offers interesting insights on a product classification method as a strategic tool for online shopping.
Keywords
Product classification method; Perceived variety; Information overload; Shopping value; Attitude toward online shopping sites;
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Times Cited By KSCI : 2  (Citation Analysis)
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