• 한국인터넷방송통신학회논문지
• /
• 제15권1호
• /
• pp.283-289
• /
• 2015

본 연구는 인터넷 쇼핑몰의 제품 상세페이지에서 구매요인에 영향을 미치는 정보가 무엇인지 살펴보는 것이다. 이를 위해 첫 번째로, 인터넷쇼핑몰의 제품 정보와 구매 요인을 결정짓는 것이 무엇인지 이전 연구를 통하여 조사하였고, 두 번째는, 이것을 바탕으로 기초 설문지를 구성하였고, 마지막으로 가장 큰 영향을 미치는 각 인자의 유효성을 검증하고 시행하였다. 연구를 통해 소비자가 정말 원하는 정보는 무엇이고, 구매를 하게 하는 정보는 무엇인지 알아내어 인터넷 쇼핑 사이트 설계에 도움이 되고자 한다. 인터넷 쇼핑 사이트에서 사용자 리뷰, 사이트의 안정성, 사이트의 내부 구조, 제품의 보유 수, 활용 가능한 3D 이미지와 제품 이미지에서 사용자 후기와 상품 이미지가 상품 구매에 영향을 주는 인자로 확인되었다. 사이트 디자인에서 레이아웃, 컬러 시스템, 텍스트 등 많은 디자인 요소도 중요하지만, 제공하는 제품에 대한 충분한 정보에 의해 구매할 수 있도록 설계되어져야 할 것이다.

• 경영과학
• /
• 제17권3호
• /
• pp.131-145
• /
• 2000

With the explosion of internet users, there are many enterprises and organizations that regard the internet as the great marketing superhighway. Although fascination and speculation surrounds the impact of the cyber shopping mall on consumer shopping behavior, there is little empirical evidence underlying all this speculation. This article reports on the critical issues that consumers found salient as they browsed through cyber shopping malls. We gathered consumers’reactions via open-ended survey. We relate the reactions to the factors of tangibility, assurance, responsibility, empathy, and reliability which we had identified from the existing literature on service quality. Two additional questionnaires were administered to translate these factors to the cyber shopping mall context and to explore their relative salience. We also evaluated SERVQUAL and SERVPERF as service quality measures for cyber shopping malls. The results show that SERVPERF seems more promising than SERVQUAL. The results also suggest that cyber shopping mall merchants need to think more about how they perform on the issues known to affect customers’decision making for purchasing. We offer advice for enhancing the design of cyber shopping mall.

• 한국콘텐츠학회논문지
• /
• 제6권9호
• /
• pp.132-140
• /
• 2006

인터넷 쇼핑몰시장의 경쟁이 심화되면서 인터넷에서 상품을 구매하는 고객들을 알기 위한 노력은 날이 갈수록 치열해지고 있으며 인터넷을 통한 구매가 일반화되면서 그들을 이해하는 것은 보다 어렵고 중요한 문제가 되고 있다. 따라서 인터넷 쇼핑몰의 성공은 고객의 욕구 정의부터 시작하여 고객의 중요성, 고객의 욕구 변화로 인한 시장 환경 변화를 파악하여야 한다. 이러한 경제적 상황에서 남들과 다른 상품, 고객한 사람만을 위한 차별화 방안이 필요하게 된다. 이에 따라 제품의 다양성과 향상된 서비스로 개개인의 만족을 높여줄 수 있는 고객 주도 시스템인 고객 맞춤화 전략의 필요성이 제기된다. 고객 개인의 욕구는 인터넷 쇼핑몰 기획이나 디자인 과정에서 중요한 의미를 가진다. 따라서 본 논문은 온라인상에서 이루어 지는 고객 맞춤화 전략의 실행수준과 소비자의 기대수준을 비교하고 차이를 밝혀 앞으로써 기업의 쇼핑몰 고객 맞춤화 전략 중에 어떠한 컨텐츠 디자인에 주력해야 하는가에 대한 방향을 제시 하고자 한다.

• 패션비즈니스
• /
• 제18권1호
• /
• pp.118-131
• /
• 2014

The purpose of this study is to classify the service recovery fairness of internet fashion shopping mall depending on the type of shopping mall into 3 levels, and analyze their influence on customers' satisfaction and intention to repurchase. Data were collected from 271 customers who had made a complaint or raised a question about service among the customers, and was analyzed through AMOS 7.0. For hypothesis testing, a research model was set up in the form of structure equation model, and its suitability was investigated. The results of this research can be summarized as follows: First, in relation to the service recovery fairness at internet shopping mall, only the consequential fairness has a meaningful relationship with customer satisfaction. Second, it has been shown that the higher the customers' satisfaction with internet shopping mall, the more positive influence it has on intention to repurchase. Third, it has been shown that the influence of service recovery fairness on customers' satisfaction and intention to repurchase has a meaningful difference depending on the type of internet shopping mall. In other words, it has been shown that customer satisfaction is higher at open market than general internet shopping mall. In addition, it has been shown that in open market, only the consequential fairness has a meaningful influence, therefore it will be more effective to strengthen a strategy focused on economical rewards than other fields.

• 한국의류학회지
• /
• 제32권8호
• /
• pp.1202-1212
• /
• 2008

As increasing the rates of purchasing cosmetic in internet shopping mall, the relationship marketing between purchaser and shopping mall service providers has become more important. At this point, the purpose of this study was to investigate factors of relational benefits and commitment, and to analyze the effects of relational benefits and commitment on word-of-mouth intention and repurchase intention for cosmetic purchaser in internet shopping mall. With convenience sampling, the research was surveyed to 20’s to 30’s female and male who had purchased cosmetics in internet shopping mall. The 308 responses were analyzed by frequency analysis, factor analysis, reliability test, and multi-regression analysis. The results were as follows. First, the factors of relational benefits were divided into psychological benefits, social benefits, and economic benefits. Also the factors of commitment were divided into calculative commitment and affective commitment. Second, only psychological benefits affected to calculative commitment, and all three factors of relational benefits affected to affective commitment. Third, the word-of-mouth intention for cosmetic purchaser in internet shopping mall was affected by psychological benefits, social benefits, economic benefits, calculative commitment and affective commitment. Lastly, the repurchase intention of cosmetic in internet shopping mall was affected by psychological benefits, social benefits, economic benefits, calculative commitment, affective commitment and the word-of-mouth intention.

• 복식문화연구
• /
• 제15권4호
• /
• pp.551-568
• /
• 2007

The purposes of this study were to identify factors of dissatisfaction and complaining behavior in internet fashion shopping mall, and to investigate constructs of service recovery for solution to this problems. Data were obtained from 201(male: 87, female: 114) internet fashion shopping mall consumer who have experiences of dissatisfaction and complaining behavior after buying products, and were analyzed using by descriptive analysis, factor analysis, Cronbach' $\alpha$, t-test. The results were as follows. First, the most response(80.4% of reponses) was experience to dissatisfaction through internet fashion shopping mall, and the most dissatisfied items were blouse, sweater, T-shirt in upper garment. Also, in men's case, the most satisfied price zone was not exceeding $30,000{\sim}50,000\;won$ and in women's case, it was not exceeding $20,000{\sim}30,000\;won$. Second, 7 factors of dissatisfaction(called quality, payment, delivery, price, interaction, returning/changing/refunding, contract) were identified after purchasing fashion products from internet shopping mall. 3 factors of complaining behavior(called private action, legal action, remedial seeking action) were investigated. Third, constructs of perceived service recovery were extracted from literature review: perceived interaction and justice. Perceived interaction were categorized into two factors: the interaction on the part of the consumer, the interaction in the part of the shopping mall. And perceived justice were categorized into three factors: interactional justice, distributive justice, procedural justice. Usually, university students were likely to take a serious view of service recovery through interaction and justice with internet fashion shopping mall.

• 한국의류학회지
• /
• 제33권4호
• /
• pp.586-597
• /
• 2009

The purpose of this study is to identify the moderating effect of Internet lifestyle among relational benefits effect, customer satisfaction and customer loyalty on the Internet shopping mall. For the study, utilizing the convenient sampling method, the sample of study was composed of female and male adults aged between 20 and 30 living in Seoul metropolitan area who had experienced purchase of fashion products on the web. Of 350 distributed, 311 useful questionnaires were returned. The survey research design was employed with structured questionnaire. For data analysis, descriptive statistics, factor analysis, reliability analysis, cluster analysis and multiple-regression analysis were used. The results of this study are as follows: The results of Internet lifestyle were regarding 4 cluster of Internet lifestyle. 1) information seeking type, 2) shopping maniac type, 3) social gathering type and 4) passive follower type were obtained. The interaction of psychological benefits and the type of Internet lifestyle affected customer satisfaction positively. The interaction of customer satisfaction and Internet lifestyle reinforced customer loyalty. Especially interaction of shopping maniac type among Internet lifestyle types and customer satisfaction affected customer loyalty strongly.

• 복식문화연구
• /
• 제20권2호
• /
• pp.195-207
• /
• 2012

In South Korea, the growth of online shopping malls that are overtaking traditional offline distributors in sales requires the latter to concentrate on developing a variety of contents amidst the ever-changing and competitive market environment. First of all, attention should be paid to information on fashion item materials. This study examined the current status of online shopping malls with a focus on their three different types-specialized malls, general malls, and open markets-and investigated consumers' hedonic shopping motives and influence on fashion materials in terms of purchasing behavior. In doing so, this study surveyed men and women in their 20s-30s residing in Seoul or its surrounding cities and used a total of 255 questionnaires for statistical analysis. The statistical software program SPSS 15.0 was used to conduct frequency analysis, factor analysis, reliability analysis, and multiple regression analysis. The study results showed that in general and specialized shopping malls, consumers granted greater reliability and importance to fashion materials when their interest in shopping or attention to fashion items/brands was high and when they wanted rare items. In open markets, the more interest consumers had in shopping and the more sensitive they were to fashion information, the more dependent they were on prices; in other words, prices were found to have a greater influence on their purchase decisions than the quality of fashion materials. The findings of this study would be useful to marketers and distributors who are trying to develop their marketing strategies based on fashion material information, according to the different types of online shopping malls.

• 경영과학
• /
• 제21권2호
• /
• pp.123-143
• /
• 2004

Internet shoppers interact with Internet shopping mall systems while they shop. To understand why Internet shoppers make purchase, this study view Internet shopping malls as information systems. Although this view point seems reasonable, little previous studies employing this perspective are found in the relevant literature. This study develops a research model where Internet shoppers' transaction intentions are affected by the mediating effects of trust and satisfaction. Trust can mitigate uncertainty of the e-commerce environment for consumers, and satisfaction is widely used to measure the effectiveness of information systems. Therefore, we consider them as key elements in this study. We further employ the construct of website quality to explain why shoppers have different levels of trust and satisfaction. We classify website quality into information quality, system quality. and design quality. We collected 282 survey responses from Internet shoppers who have prior experiences with Internet shopping malls to purchase a product or service. The survey data are used to empirically test the proposed nine research hypotheses using LISREL. The LISREL results indicate that information quality and design quality have significant impact on both satisfaction and trust, while system quality has little relation to trust level. Further, trust is shown to have significant influence on satisfaction. Finally. both trust and satisfaction is strongly related to the future transaction intention.

• 복식
• /
• 제63권3호
• /
• pp.110-123
• /
• 2013

The purpose of this study is to analyze the first birthday Hanboks on Internet shopping malls and to find the reason why the costume has various types. From April to May 2012, first birthday costumes were sold on 154 Internet shopping mall sites. On 48 of the shopping malls, traditional Hanboks were sold, on 33 of the shopping malls, fusion Hanboks were sold, and on 73 of the shopping malls, Western formal wear was sold. The percentage of the Hanboks and Western costumes for the first birthday was almost the same. Boys costumes in the traditional Hanbok consisted of 'Magoja, Joggi, Jeogori, and Baji" or 'Baeja, Jeogori, and Baji" with Jeonbok or Sagyusam. Boys' headgear consisted of Bokgun and Hogun. Girls' costumes in the traditional Hanbok consisted of 'Jeogori, Chima' or 'Dangui, Chima or Seuranchima'. Girls' headgear was Gulle, Jobawui, and Baessidaenggi. Boys' costumes in the fusion Hanbok consisted of 'Jeogori, Baji, and Wanggunmo' which is different from the traditional Hanbok in materials, colors, and parts of construction. Girls' costumes in the fusion Hanbok could be divided into 3 different types; a modified traditional skirt, Chima, 'Chima and Jeogori" with new materials and colors, and Western dress with traditional materials. The first birthday Hanboks on the Internet shopping malls are simple and convenient compared to the traditional ones. Furthermore, parts of the costumes are influenced by some popular historical dramas. One of the reasons why the costumes have changed is because the customers have few experiences about traditional Korean costumes and their interests have been affected by the modern media.