• 복식문화연구
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• 제31권4호
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• pp.519-532
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• 2023

The online shopping market is expanding, with online shopping malls now subdivided into personal computer(PC) and mobile versions. Meanwhile, various efforts to promote online sales are being carried out in a bid to improve performance, and detailed research is required to inform such strategies. The purpose of this study was to classify online shopping mall types into PC fashion malls and mobile fashion malls with the aim of assessing sales promotion satisfaction and investigating the relationship between sales promotion satisfaction and consumers' behavioral intentions. Data were collected by a survey firm in June 2023, and 248 copies of the data were used for analysis. SPSS 28.0 was used to process the data, and frequency analysis, factor analysis, reliability analysis, and regression analysis were performed. The satisfaction factors for various sales promotions used by PC and mobile fashion shopping malls were empirically subdivided in consideration of consumer perspectives, and potentially effective marketing strategies were presented. Differences were observed in the type of satisfaction with sales promotion between PC fashion shopping malls and mobile fashion shopping malls and in the effect of sales promotion satisfaction on behavioral intention. Based on the study's findings, effective sales promotion strategies that can increase satisfaction and enhance behavioral intention may be developed and implemented through the use of various and different sales promotion strategies in PC and mobile fashion shopping malls.

• 산경연구논집
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• 제12권3호
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• pp.7-19
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• 2021

Purpose: This study aims to examine customer experience toward repurchase intention in offline and online stores and discuss customer satisfaction as a mediator variable. Research design, data, and methodology: This study investigates customer experience that consists of product, customer service, staff service, shopping environment and shopping procedure toward customer satisfaction using Regression Linear. This study also measures customer satisfaction as a mediated variable in the relationship between customer experience and repurchase intention using Sobel Test. Results: Almost all of the customer experience hypothesis is significant toward customer satisfaction, shopping process experience in the context of the online channel to customer satisfaction is not significant. We also found that customer satisfaction can be mediated variable in customer experience toward repurchase intention. Conclusions: Retails who want to make customers feel satisfied to have to make sure that have good resources in improving the product, the customer service is easy to contact to find the solution over customer problem in purchasing product, also develop the staff member skill in functional product knowledge, presentations, and communicating with customers online or offline, the retailer has to create enjoyment and pleasurable customer emotion through the shopping environment and also give seamless shopping experience to their customer in two-channel.

• 유통과학연구
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• 제18권10호
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• pp.53-64
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• 2020

Purpose: With the emergence of high technology in China, online shopping distribution of fresh agricultural products have been developing rapidly. This study built a model to investigate how perceived quality of products and logistic services, perceived risk, and perceived cost affect intention to buy fresh agricultural products in an Internet environment. Especially, in the purchasing process, attitude may work as an important mediator. Research design, data and methodology: To achieve the objectives of this study, Chinese respondents were asked to fill in a questionnaire through the China online survey website. With 520 available data, regression analysis was used to test the hypotheses. Results: Results indicate that perceived quality of fresh agriculture products and perceived logistics service quality have a significant positive impact on attitude and purchase intention. Results also reveal that perceived risk and perceived cost affect attitude and purchase intention negatively. Finally, results imply that attitude has a positive effect on purchase intention, which is the unique mediator in the online shopping process. Conclusions: This study suggests that managers in the online shopping distributions of fresh agricultural products should improve the quality of products and logistics services along with the reduction of the perceived risk and cost to compete in the China market.

• 동아시아경상학회지
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• 제8권1호
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• pp.1-19
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• 2020

Purpose - This study is to classify quality characteristics of online environment-friendly agricultural products shopping malls into 6 categories and to empirically test their relationship with customer trust, perceived manageability, perceived utility and purchase intention. Research design, data, and methodology - This study targeted adults who have purchased ecofriendly agricultural production online malls for 4 weeks from September 3 to September 30, 2019. The survey type used was a structuralized self-report survey questionnaire made to meet the research purpose in 2019 as the time range. Out of 800 questionnaires, 500 copies are used after excluding surveys with insincere responses. Results - First, results to hypothesis 1, which was about independent variables and customer trust. Analysis showed that health, familiarity, platform reputation, reviews and product quality were found to have significant effect on customer trust; the hypothesis was adopted. On the other hand, system security did not affect customer trust significantly; it was rejected. Second, customer trust was shown to have significant effect on perceived manageability and perceived utility, so the hypothesis was adopted. Third, the hypothesis that perceived manageability moves onto perceived utility was adopted. Moreover, the hypothesis that perceived manageability moves onto purchase intention and the hypothesis that perceived utility moves onto purchase intention were adopted as well. Conclusions - Furthermore, the results of the study imply that it's imperative for online environment-friendly agricultural products shopping malls to consider their characteristics as the means to increase purchase intention of customers.

• 복식문화연구
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• 제27권1호
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• pp.46-56
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• 2019

The purpose of this study is to examine the compensatory role of instrumental (e.g., product information) and aesthetic (e.g., website background) online cues presented within apparel websites where touch is unavailable. The moderating role of two need for touch (NFT) dimensions (i.e., autotelic and instrumental NFT) between online cues and consumer responses was also investigated. Results demonstrate that personal differences in autotelic and instrumental NFT moderate the relationship between online cues and affective responses. It was found that consumers high in autotelic NFT (i.e., who need to touch for fun) seek more instrumental cues to compensate for lack of touch when shopping apparel products online. Surprisingly, consumers high in instrumental NFT (i.e., who need to touch for product evaluation) use aesthetic as well as instrumental cues to supplement the absence of touch. In contrast, for the low NFT groups, only aesthetic online cues showed significant effects on consumer arousal. Further analysis shows that instrumental NFT is negatively related to purchase intention while autotelic NFT has a positive effect on purchase intention. This implies that need for hedonic-oriented touch is no longer a barrier for online apparel shopping. However, the instrumental NFT seems a significant obstacle for the adoption of online apparel purchasing.

• 유통과학연구
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• 제19권7호
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• pp.61-73
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• 2021

Purpose: This study offers suggestions to e-commerce companies for increasing shoppers' repurchase intention by considering the effect of distribution information in online shopping. It applies complexity theory to incorporate habitual information search behavior and shopper characteristics into the Stimulus-Organism-Response model and indicates how these complex factors work together in online shopping. Research design, data, and methodology: This study used an interview survey of 158 Vietnamese consumers with an experience of online shopping. A fuzzy-set Qualitative Comparative Analysis (fsQCA) was used to examine the relationship between antecedents and outcomes depending on complex conditions in the given contexts. Results: The results (1) indicate the importance of observing information search patterns and investigating their influence on online distribution, and (2) clarify what kind of configurations, under what conditions, predict a high or low outcome; this provides evidence and hints for the development of frameworks for future studies. Conclusions: The findings suggest that shoppers' unconscious, habitual behavior can work with conscious attitude factors, such as satisfaction, to increase their repurchase intention. Hence, e-commerce companies should consider how to present useful distribution information and create functions that allow shoppers to engage with a variety of information while increasing their repurchase intention on the site.

• 한국의류산업학회지
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• 제11권5호
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• pp.741-752
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• 2009

As a major obstacle to active online purchase at the level of consumer in China, distrust is raised in this study. Most of previous studies showed that trust is a major variable to cause a relational unity between company and consumer, on the other hand, this study attempts to show that according to the two dimensional point of view regarding trust each dimension of both trust and distrust distinctly contributes to marketing achievement. Interaction, perceived popularity, information usefulness, perceived security risk and perceived dealing risk were created as preceding variable, trust and distrust were constituted as parameter and relation absorption and purchase intention as consequential variable. These variables were analyzed with structural equation modeling (SEM) in LISREL 8.3 program. The results for this study are as follows. First, relation between exchange actors in marketing is divided into two concepts of trust and distrust differently from the previous studies. On the assumption that trust and distrust might exist simultaneously and they would distinctly have an influence on marketing consequency such as relation absorption and repurchase intention, it is identified that trust and distrust are a different dimension in online context. Second, the formative factor of online trust-distrust is identified and it is shown what relationship between internet shopping mall and relation absorption and foregoing purchase intention resulting from online trust-distrust exists. Third, it is shown that in online context the formative factor of online trust-distrust is distinctly contributed to relation absorption and repurchase intention. It is suggested that trust needs to be managed two-dimensionally separating from trust and distrust. Fourth, it is shown that both trust and distrust factor in terms of relation absorption and repurchase intention of consumer in internet shopping mall are significant variables. Trust is linked with repurchase intention through relation absorption, however, distrust is not directly linked with repurchase intention through relation absorption. Thus, the ripple effect of distrust appears to be much higher than that of trust.

• The Journal of Asian Finance, Economics and Business
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• 제8권9호
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• pp.131-141
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• 2021

With the rapid development of the Internet, online shopping has grown so fast that almost any good or service can be sold online today. The popularity and rapid growth of e-commerce signal a huge market opportunity for e-retailers. From the organizational perspective, it is necessary to evaluate and explore what drives customers to buy their products or to use their services. This study, therefore, aims to explain the online purchase intention and its determinants of Vietnamese customers for cosmetics and personal care products. Quantitative data was collected from an online survey conducted among university students, then was put into SPSS and AMOS for further analysis. Descriptive statistics, Cronbach's alpha test, exploratory factor analysis (EFA), regression analysis, and SEM were used to examine data from 434 valid answers. The research findings reveal that four factors positively affect purchase intention: Shopping enjoyment has the most significant impact, followed by trust, benefit, and website quality. On the other hand, perceived risk negatively influences purchase intention. While the cosmetics and personal care industry is thriving with a huge number of producers and consumers throughout the world, this study contributes to the existing literature in terms of capturing customers' needs and developing effective strategies to attract more online users.

• 한국전자통신학회논문지
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• 제19권1호
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• pp.257-266
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• 2024

본 연구는 증강현실 애플리케이션 기반 온라인쇼핑에서의 구매의도에 영향을 미치는 결정요인을 탐색하였다. 주요 결과에 대해 가설을 중심으로 논의하면 다음과 같다. 첫째, 상호작용성은 심리적 소유감에 정적 영향을 미치는 것으로 나타났다. 둘째, 상호작용성은 의사결정 편안함에 정적 영향을 미치는 것으로 나타났다. 셋째, 심리적 소유감은 의사결정 편안함에 정적 영향을 미치는 것으로 나타났다. 넷째, 심리적 소유감은 구매의도에 정적 영향을 미치는 것으로 나타났다. 다섯째, 의사결정 편안함은 구매의도에 정적 영향을 미치는 것으로 나타났다. 그러므로 증강현실 애플리케이션 기반 온라인쇼핑에서 상호작용은 심리적 소유감과 의사결정 편안함을 결정하고, 이에 기반하여 심리적 소유감과 의사결정 편안함은 온라인쇼핑에서 제품의 구매의도를 촉진시키는 핵심 요인이라고 평가할 수 있다. 따라서 온라인쇼핑에서 구매의도를 높이기 위해서는 증강현실 애플리케이션을 통해 상호작용성과 심리적 소유감, 의사결정 편안함을 높이는 마케팅 전략이 요구된다고 할 것이다.

• 한국콘텐츠학회논문지
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• 제16권8호
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• pp.71-80
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• 2016

본 연구는 전자상거래 및 온라인 쇼핑 분야의 선행연구를 토대로 소비자의 온라인 환경에서의 쇼핑 동기로 편의적, 쾌락적, 경제적 동기의 3가지 요인을 도출하여 온라인 쇼핑에 대한 신뢰도를 매개변수로, 구매의도를 종속변수로 연구모델을 설정하였다. 또한 중국과 베트남 2개 국가 소비자들의 성향차이를 조절변수로 설정하고 소비자의 쇼핑 동기가 온라인 쇼핑에 대한 신뢰도 및 구매의도에 미치는 영향을 분석하였다. 연구결과를 요약하면 다음과 같다. 첫째, 소비자의 쇼핑 동기 중 편의적 동기를 제외한 쾌락적, 경제적 동기 변수는 신뢰도에 정(+)의 영향을 미치는 것으로 분석되었다. 둘째, 소비자의 쇼핑 동기 중 모든 변수는 구매의도에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 온라인 쇼핑에 대한 소비자의 신뢰도는 구매의도에 정(+)의 영향을 미치는 것으로 검증되었다. 넷째, 소비자의 쇼핑동기가 온라인 쇼핑에 대한 신뢰도와 구매의도에 미치는 영향은 중국과 베트남 소비자에 따라 차이를 보이는 것으로 검증되었다. 본 연구결과를 토대로 중국시장과 베트남시장에 진출하는 기업들에게 현지화에 대한 실무적인 시사점을 제시하였다.