• Title/Summary/Keyword: Korean internet fashion shopping malls

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Online Shopping: Satisfaction of Return Services and Return Reasons According to Types of Fashion Shopping Malls (패션 온라인 쇼핑몰에 따른 반품이유와 반품물류서비스 만족도)

  • Kim, Ji-Su;Na, Young-Joo
    • Science of Emotion and Sensibility
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    • v.23 no.1
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    • pp.3-16
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    • 2020
  • Recently, as the fashion e-commerce market has expanded, the proportion of online shops that are growing rapidly has increased and with them so too has competition. Most retailers operating online shops need their own competitiveness, and accordingly, the need to develop their logistics service quality components is increasing. This study investigated the quality of the logistics services, which is a factor of the logistics service quality of the internet shop. It influences customer satisfaction and repurchase intention by collecting samples from the customers using online fashion shops. Two hundred customers who shop online were surveyed to extract the data. The sample was subjected to basic statistical analysis using the SPSS 25.0 package, and factor analysis, t-test, ANOVA, and correlation analysis were performed. The results of this study showed that the information quality of proactive return, promptness of the return process, and reliability of the return cost had a positive impact on customer satisfaction, and it had a significant influence on the customer's repurchase intention to the online store. A selection of shops showed high amounts of return reasons, high customer satisfaction, and high repurchase, whereas, in general, many others scored poorly across these criteria. This suggests that a retailer operating online should consider pages for receiving information plus sales content in addition to the quality and constituent factors of its logistics services for returns that influence repurchase and satisfaction.

Factors and Directions of the Change of the Apparel Retail Structure in Korea (Part I) (우리나라 의류상품 소매유통구조의 변화요인과 방향 (제1보))

  • Ko, Sun-Young;Rhee, Eun-Young
    • Journal of the Korean Society of Clothing and Textiles
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    • v.30 no.11 s.158
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    • pp.1495-1506
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    • 2006
  • The purposes of this study are to investigate the formation and the change of apparel retail structure historically with the viewpoint that the retail structure is affected by the process of economic development. This study was done by literature research method and the result of this study is the following. The tailor and seamstress shops, the first clothing shops in Korea, were replaced by ready-made shops, because mass production system which had developed with the industrialization of Korea increased the advantage of economy of scale compared to handicrafts individual one. After that, the production system of apparel industry had been efficient continuously, while retail system had not. The retailing of famous brand apparel conducted by exclusive franchise store caused supplier oriented markets where the opinion and the desire of consumers were not reflected. While the retailing of the unknown brand apparel handled by small retail stores were inefficient. As the apparel industry matured in 1990s, various types of new stores appeared such as specialty stores, discount stores, TV home shopping, internet shopping, outlet malls, and big fashion stores in Dongdeamoon. These new stores have features of seeking profits in mass merchandising. As these large retail stores grow, the apparel retail structure of Korea is changing from a fragmented market to a vertically integrated one. This change is shown by the decrease of stores per inhabitants. With the change of environment, the apparel retail system which has lagged behind comparatively is expected to develop into more efficient system based on the large capital investment which raise the advantage of economy of scale.

A Study on Women's Satisfaction with Ready-to-wear by Body Type in Twenties to Thirties (20\sim$30대 여성의 체형별 기성복 만족도에 관한 연구)

  • Lee, Jin-Suk;Lee, Jeong-Ran
    • Journal of Fashion Business
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    • v.12 no.4
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    • pp.88-98
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    • 2008
  • In order to improve the problems with obese women's ready-to-wear by age range, this study surveyed the actual clothing purchase and wearing of women in their 20s and 30s with normal and obese body types, and compared and analyzed their satisfaction with ready-to-wear by age and body type. First, for normal body types, both women in their 20s and 30s use department stores the most. Meanwhile, obese women in their 20s make most of their purchases at internet shopping malls, while those in their 30s mostly go to department stores. For criteria for purchasing clothing, normal women both in their 20s and 30s value design most whereas, obese women put size and fit before design regardless of their age. Normal women in their 20s and 30s both were most unsatisfied with standardized design because they could not find designs they wanted. Obese women in their 20s and 30s also showed disapproval of unvaried sizes, indicating a distinct difference in body types and age. As well, the study found that both normal and obese women wear casual style the most, followed by semi-formal style. Also, regarding the images they were seeking when wearing clothing, the normal women wanted to look fashionable, while obese women wanted to look slim, regardless of age. Both body-type groups generally like preferred semi loose-fits the most, followed by tight-fit. They however, dislike relaxed loose-fitting.

A Cross-Cultural Study of Plus-Size Consumer's Perception of Body, Attitude of Accepting Obesity and Clothing Behaviors in Korea and the US (플러스 사이즈 소비자들의 신체인지와 비만수용태도 및 의복행동에 대한 한국과 미국의 비교문화 연구)

  • Choi, Mi Young
    • Journal of the Korean Society of Costume
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    • v.66 no.3
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    • pp.75-92
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    • 2016
  • The purpose of this study was to prove how sociocultural perspective of obesity, differences in consumers' perception of body and attitudes of accepting obesity affected individuals' clothing behaviors through cross-cultural studies. The data collected were composed of 612 Korean and US consumers in the 20's and 30's that had experiences in purchasing plus-size products. The results were as follows. First, BMI index was lower in Korean consumers than the US consumers, but Korean consumers received more stress from being overweight compared to the US consumers, and had a more negative attitude about their body. Second, although Korean consumers had lower BMI index and degrees of obesity than US consumers, they were severely stressed by obesity and were found to have a higher level of dissatisfaction with their bodies. Third, Korean consumers responded more sensitively to obesity and had a tendency to display a more negative attitude regarding obesity, and a more passive dependence on clothing. Forth, differences in the body shape were reflected even in wearing evaluation, and US consumers showed a more positive attitude toward evaluations of size suitability and fitness. Fifth, the plus-size market for Korean consumers was still not active, and most products purchased were generic brands obtained from online shopping malls through the Internet. However, in the case of the US, in which the ratio of obese people is high and the plus-size market is growing, consumers were purchasing plus-size brands through various distribution online and offline channels. Sixth, Korean consumers were less satisfied than US consumers with shops, sizes and fitness; however, they were more satisfied with design factors. Finally, it is expected that this study can offer practical implications for marketers and product developers running plus-size market for young obese consumers in their 20 and 30s.

A Study on the Meaning and Strategy of Keyword Advertising Marketing

  • Park, Nam Goo
    • Journal of Distribution Science
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    • v.8 no.3
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    • pp.49-56
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    • 2010
  • At the initial stage of Internet advertising, banner advertising came into fashion. As the Internet developed into a central part of daily lives and the competition in the on-line advertising market was getting fierce, there was not enough space for banner advertising, which rushed to portal sites only. All these factors was responsible for an upsurge in advertising prices. Consequently, the high-cost and low-efficiency problems with banner advertising were raised, which led to an emergence of keyword advertising as a new type of Internet advertising to replace its predecessor. In the beginning of 2000s, when Internet advertising came to be activated, display advertisement including banner advertising dominated the Net. However, display advertising showed signs of gradual decline, and registered minus growth in the year 2009, whereas keyword advertising showed rapid growth and started to outdo display advertising as of the year 2005. Keyword advertising refers to the advertising technique that exposes relevant advertisements on the top of research sites when one searches for a keyword. Instead of exposing advertisements to unspecified individuals like banner advertising, keyword advertising, or targeted advertising technique, shows advertisements only when customers search for a desired keyword so that only highly prospective customers are given a chance to see them. In this context, it is also referred to as search advertising. It is regarded as more aggressive advertising with a high hit rate than previous advertising in that, instead of the seller discovering customers and running an advertisement for them like TV, radios or banner advertising, it exposes advertisements to visiting customers. Keyword advertising makes it possible for a company to seek publicity on line simply by making use of a single word and to achieve a maximum of efficiency at a minimum cost. The strong point of keyword advertising is that customers are allowed to directly contact the products in question through its more efficient advertising when compared to the advertisements of mass media such as TV and radio, etc. The weak point of keyword advertising is that a company should have its advertisement registered on each and every portal site and finds it hard to exercise substantial supervision over its advertisement, there being a possibility of its advertising expenses exceeding its profits. Keyword advertising severs as the most appropriate methods of advertising for the sales and publicity of small and medium enterprises which are in need of a maximum of advertising effect at a low advertising cost. At present, keyword advertising is divided into CPC advertising and CPM advertising. The former is known as the most efficient technique, which is also referred to as advertising based on the meter rate system; A company is supposed to pay for the number of clicks on a searched keyword which users have searched. This is representatively adopted by Overture, Google's Adwords, Naver's Clickchoice, and Daum's Clicks, etc. CPM advertising is dependent upon the flat rate payment system, making a company pay for its advertisement on the basis of the number of exposure, not on the basis of the number of clicks. This method fixes a price for advertisement on the basis of 1,000-time exposure, and is mainly adopted by Naver's Timechoice, Daum's Speciallink, and Nate's Speedup, etc, At present, the CPC method is most frequently adopted. The weak point of the CPC method is that advertising cost can rise through constant clicks from the same IP. If a company makes good use of strategies for maximizing the strong points of keyword advertising and complementing its weak points, it is highly likely to turn its visitors into prospective customers. Accordingly, an advertiser should make an analysis of customers' behavior and approach them in a variety of ways, trying hard to find out what they want. With this in mind, her or she has to put multiple keywords into use when running for ads. When he or she first runs an ad, he or she should first give priority to which keyword to select. The advertiser should consider how many individuals using a search engine will click the keyword in question and how much money he or she has to pay for the advertisement. As the popular keywords that the users of search engines are frequently using are expensive in terms of a unit cost per click, the advertisers without much money for advertising at the initial phrase should pay attention to detailed keywords suitable to their budget. Detailed keywords are also referred to as peripheral keywords or extension keywords, which can be called a combination of major keywords. Most keywords are in the form of texts. The biggest strong point of text-based advertising is that it looks like search results, causing little antipathy to it. But it fails to attract much attention because of the fact that most keyword advertising is in the form of texts. Image-embedded advertising is easy to notice due to images, but it is exposed on the lower part of a web page and regarded as an advertisement, which leads to a low click through rate. However, its strong point is that its prices are lower than those of text-based advertising. If a company owns a logo or a product that is easy enough for people to recognize, the company is well advised to make good use of image-embedded advertising so as to attract Internet users' attention. Advertisers should make an analysis of their logos and examine customers' responses based on the events of sites in question and the composition of products as a vehicle for monitoring their behavior in detail. Besides, keyword advertising allows them to analyze the advertising effects of exposed keywords through the analysis of logos. The logo analysis refers to a close analysis of the current situation of a site by making an analysis of information about visitors on the basis of the analysis of the number of visitors and page view, and that of cookie values. It is in the log files generated through each Web server that a user's IP, used pages, the time when he or she uses it, and cookie values are stored. The log files contain a huge amount of data. As it is almost impossible to make a direct analysis of these log files, one is supposed to make an analysis of them by using solutions for a log analysis. The generic information that can be extracted from tools for each logo analysis includes the number of viewing the total pages, the number of average page view per day, the number of basic page view, the number of page view per visit, the total number of hits, the number of average hits per day, the number of hits per visit, the number of visits, the number of average visits per day, the net number of visitors, average visitors per day, one-time visitors, visitors who have come more than twice, and average using hours, etc. These sites are deemed to be useful for utilizing data for the analysis of the situation and current status of rival companies as well as benchmarking. As keyword advertising exposes advertisements exclusively on search-result pages, competition among advertisers attempting to preoccupy popular keywords is very fierce. Some portal sites keep on giving priority to the existing advertisers, whereas others provide chances to purchase keywords in question to all the advertisers after the advertising contract is over. If an advertiser tries to rely on keywords sensitive to seasons and timeliness in case of sites providing priority to the established advertisers, he or she may as well make a purchase of a vacant place for advertising lest he or she should miss appropriate timing for advertising. However, Naver doesn't provide priority to the existing advertisers as far as all the keyword advertisements are concerned. In this case, one can preoccupy keywords if he or she enters into a contract after confirming the contract period for advertising. This study is designed to take a look at marketing for keyword advertising and to present effective strategies for keyword advertising marketing. At present, the Korean CPC advertising market is virtually monopolized by Overture. Its strong points are that Overture is based on the CPC charging model and that advertisements are registered on the top of the most representative portal sites in Korea. These advantages serve as the most appropriate medium for small and medium enterprises to use. However, the CPC method of Overture has its weak points, too. That is, the CPC method is not the only perfect advertising model among the search advertisements in the on-line market. So it is absolutely necessary that small and medium enterprises including independent shopping malls should complement the weaknesses of the CPC method and make good use of strategies for maximizing its strengths so as to increase their sales and to create a point of contact with customers.

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