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Effects of Virtual Model Characteristics of Internet Clothing Shopping Mall on Consumer's Shopping Experience and Loyalty  

Suh, Yong-Han (Dept. of Distribution Management, Ulsan College)
Oh, Hee-Sun (Dept. of Design, Pukyong University)
Publication Information
Fashion & Textile Research Journal / v.8, no.1, 2006 , pp. 41-47 More about this Journal
Abstract
Motivations to engage in internet shopping as well as traditional off-line shopping include both utilitarian and hedonic dimensions. It is important that online fashion retailers offer the sense of the real shopping experience that offline fashion retailers do. This article is to assess empirically virtual model impact on consumer's online shopping experience. To test hypothesis, an experiment was executed a field study on foreign internet shopping(www.landsend.com). Prior to administering the experiment, a pilot test was conduct among 20 undergraduate students to pre-test for computer system trouble and delay problem. The experiment was conducted to 90 studetns. The participants were instructed to answer all the questons based on their experience when using that particular internet shopping mall. The LISREL 8.50 was used for statistical analysis. The results indicate that the virtual model characteristics such as vividness, customization, and interactivity are important factors in affecting consumer's shopping experience. Online shopping experience have a strong positive effect on shopping mall loyalty.
Keywords
virtual model; shopping experience; vividness; customization; interactivity;
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