• 유통과학연구
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• 제21권7호
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• pp.11-20
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• 2023

Purpose: The development of e-commerce in the marketplace is becoming a big trend, but there is a handful of research about the unique characteristics of e-commerce. Online distribution has several differences from offline, such as consumer approach, payment, and product assortment. In addition to the relationship between quality factors and e-commerce satisfaction, this study research how brand awareness affects consumer satisfaction and which quality factor affects brand awareness. Research design, data, and methodology: This study conducted a survey on 457 customers using top online shopping malls. As for the analysis method, multiple regression analysis to verify the mediating effect. Results: All quality factors and brand awareness affect consumer satisfaction. Among the quality factors, only price, payment, and delivery had an effect among the four factors. As a result of verifying the mediating effect of brand awareness in the relationship between online shopping mall quality factors and consumer satisfaction, price, payment, and delivery showed mediating effects. Conclusion: Online shopping mall satisfaction affects the satisfaction of brand awareness consumers perceive aside from consumers' direct experience. The result showed that price, payment, and delivery were significant in the relationship of quality factor and brand awareness of an online shopping malls.

• 한국유통학회지:유통연구
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• 제8권2호
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• pp.1-18
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• 2003

본 연구는 온라인 인터넷쇼핑몰과 오프라인 백화점간 소비자의 반응에 대한 통합적 접근을 시도하여 각 업태별로 쇼핑상황에 따른 쇼핑가치의 조절역할을 분석하는데 중점을 두었다. 오프라인 백화점과 온라인 인터넷쇼핑몰에서의 쇼핑행동 차이를 하나의 틀에서 분석하고 영향요인을 규명함으로서 온ㆍ오프라인 통합의 효과나 멀티채널 전략에 적용할 수 있는 소비자행동의 변화를 파악하였다. 향후에는 단순한 4P's 중심의 마케팅 믹스(marketing mix)전략 보다는 온라인과 오프라인별 소비자의 쇼핑가치를 중심으로 한 고객세분화기준을 적용함으로서 효과적인 채널전략을 수립하는데 초점을 두어야 할 것이다.

• 한국의류학회지
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• 제47권6호
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• pp.1096-1112
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• 2023

Many entrepreneurs who launched online fashion shopping malls faced failure compared to those who achieved success. Recognizing the importance of research that reflects reality, this study explores entrepreneurs' experiences during the failure process of online fashion shopping malls. Two studies utilized YouTube videos documenting such online fashion shopping malls' failure. Study 1 employed text mining techniques, including high-frequency analysis and topic modeling, while Study 2 used a qualitative research method, specifically grounded theory. Study 1 identified the prominent experiences of operating online fashion shopping malls, while Study 2 provided a holistic perspective on the failure processes. The integrated findings from both studies highlight that entrepreneurs' passion for fashion motivates them to establish online fashion shopping malls, yet they encounter numerous challenges during the operational process. Insufficient business preparation and operational capabilities contribute to their failure to achieve financial goals. Despite efforts to boost sales and profit, entrepreneurs often close their businesses due to inadequate funds and waning motivation. The outcomes of this study can inform us about the operational challenges faced by online fashion shopping malls and offer valuable insights for developing new strategies to sustain and improve them.

• 디자인학연구
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• 제19권2호
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• pp.43-52
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• 2006

인터넷 쇼핑몰 시장의 급성장 속에서 의류 쇼핑몰이 선결해야 할 가장 중요한 과제는 바로 구매 후의 높은 반품률이다. 이러한 반품률은 감성적 구매를 요구하는 소비자들의 인터넷 의류 쇼핑몰에 대한 불만족과 불신으로 이어지고, 이로 인한 고객 만족의 하락으로 인터넷 의류 쇼핑몰의 미래를 어둡게 하는 가장 큰 장애요소로 부각되고 있는 상황이다. 즉 보고, 만져보고, 느껴보려는 소비자들의 감성적 구매요구를 충족시키지 못하고 있다는 것이다. 최근에는 사이버 피팅(cyber fitting)형 쇼핑몰이 등장해 이 같은 인터넷 쇼핑의 단점을 보완해 주고 있지만 시각적 흥미를 유발시키는 데는 성공했지만 기존 서술형 사이트에 비해 정보 제공성이라는 면에서 그리고 구매자의 필요한 감성적 욕구를 충족시키지 못하고 있다. 따라서 본 연구에서는 사용자 중심의 인터넷 홈쇼핑에 대한 해결 방안을 다음과 같이 모색하고자 한다. 첫째, 사용자들이 쉽게 접근할 수 있는 새로운 형태의 프로토타입(Prototype)의 개발이며, 둘째, 프로토타입(Prototype)에 따른 인터페이스를 통해 3D 가상현실로 내용적으로 그리고 감성적 욕구를 충족 시켜 소비자들이 정확한 판단을 이끌어낼 수 있도록 정보를 시각화하여 전달하고자 한다. 즉, 현재까지의 일방적이고, 정형화되어진 인터넷 전자 상거래 쇼핑몰을 소비자의 감성적 요구를 충족시킬 수 있는 사용자 중심의 3D 아바타를 이용한 인터넷 쇼핑몰 프로토타입(Prototype) 유형을 제시 하고자 한다.

• Management Science and Financial Engineering
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• 제11권3호
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• pp.95-107
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• 2005

As online shopping malls have emerged as a substantial shopping channel, they have used various sales promotion strategies to acquire new customers. Most of these strategies have been applied by offline malls for years. One, loss-leader pricing, is a type of promotional pricing in which stores sell well known products below their marginal cost, in order to attract customers and induce them to purchase more goods through impulse buying. This strategy is based on the expectation that customers will factor transaction costs into their purchasing decisions. However, its application to online malls fails to recognize that transaction costs are lower online, and that customers will behave differently as a result. Our study predicts that loss-leader pricing will not work online because online malls entail lower searching and moving costs than offline malls The study examines the effectiveness of loss-leader pricing with empirical data from a survey as well as log data from a Korean online shopping mall. The results show that while loss-leader pricing does attract customers to online shopping malls, it encourages cherry-picking rather than impulse purchases of regular-price goods.

• 동아시아경상학회지
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• 제7권1호
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• pp.1-16
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• 2019

Purpose - For the development of fresh food shopping malls, consumers should continue to experience loyalty and favorability for the company's products or brands, and this should lead directly to purchase so that active word-ofmouth and recommendation should be encouraged. Therefore, the purpose of this study is to investigate the effect of e-service quality and e-ERM on e-loyalty with customer satisfaction and commitment as mediators. Research design, data, and methodology - This study was conducted by sample survey method on 320 online customers who have experience in using major online fresh food shopping malls for more than one year. Data analysis methods were frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, and structural equation model analysis. Result - Hypothesis 1 through Hypothesis 7 were all supported. The results of this study suggest that e-service quality and e-CRM of online fresh food shopping malls have a significant effect on satisfaction and commitment. Therefore, the conclusion has been derived that the focus of this study, that such satisfaction and commitment have a significant effect on e-customer loyalty. has been supported theoretically and empirically. Conclusion - This study suggests that studies on customer loyalty based on activation commerce factors related to fresh food in online shopping malls will be an index that can reflect on customer's needs corresponding with future trends of not only online shopping malls but also offline shopping malls.

• 한국유통학회지:유통연구
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• 제14권1호
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• pp.27-44
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• 2009

본 연구는 온라인 쇼핑몰에서의 고객서비스 요인이 구매후기 댓글고객의 구전에 따라 소비자의 구매와 재 구매에 어떠한 영향을 미칠 것인가에 대하여 실증 분석을 통하여 규명하고자 하였다. 분석결과는 다음 두 가지로 설명된다. 첫째, 온라인 쇼핑몰 고객서비스 요인에 따른 소비자의 구매 및 재 구매 중 오프라인에 대한 강매로부터의 회피와 구매의 편의성을 추구하기 위하여 온라인 쇼핑몰을 활용한 구매자의 경우 구매후기 댓글고객의 영향보다는 방문한 쇼핑몰의 명성이나 보안의 믿음성, 신속한 제품 검색 등의 확신성과 반응성이 온라인 구매자의 결정 요인으로 작용하는 것으로 나타났다. 즉, 온라인 쇼핑몰의 인지도 향상과 보안시스템 구축, 검색엔진 개발이 온라인 쇼핑몰의 전략적인 요소임을 시사하고 있다. 둘째, 온라인 구매자의 경우 구매후기 댓글고객의 구전 요인을 높게 인식하고 있으며, 재구매자의 경우는 구전의 긍정적인 조절역할에 영향을 받고 있는 것으로 나타났다. 이는 구매경험의 준거(Reference)가 작용하는 것으로 사료된다.

• 패션비즈니스
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• 제13권6호
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• pp.20-30
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• 2009

The purpose of this study is to develop the effective customized elderly fashion marketing process based on the web site, where older customer will be able to choose various fabrics and to try them out. This aims to establish new prototype of internet shopping mall for customized elderly fashion clothing. In this study, new method of product presentation on the online shopping mall is proposed to offer product information through 3D virtual reality. With the online shopping mall(SATC Mall) as a showcase, we presented virtual mapping system so that it enable the customers to select the fabrics and to see exactly how chosen fabric will look when applied to image of clothing. As an initial test of the application of simulation to measure 3D visualization of product, mapping software Vision Easy Map Pro Version 6.0(NedGraphics) Vision Easy Map Viewer Version 5.0(NedGraphics) were chosen and applied. By using this mapping system, the fabric change of the apparel product could be made on the internet shopping web site. However, this approach has been successful applied for presenting and customizing garment products. Future research will focus on the integration of mapping coordination into SATC Mall.

• 디지털융복합연구
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• 제19권4호
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• pp.73-88
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• 2021

현대 산업의 발전과 COVID-19의 출현으로 소비자들의 소비패턴에 변화가 생기면서, 특히 온라인상의 소비가 활발해졌다. 전자상거래가 이루어지는 온라인 쇼핑몰에는 크게 독립형, 임대형, 오픈 마켓형 그리고 스토어팜으로 4가지 플랫폼 유형이 있다. 이 중에서 대표적인 독립형과 스토어팜 형을 비교하여 플랫폼 유형이 소비자의 온라인 쇼핑몰의 특성과 재방문 의도에 어떠한 영향을 미치는지에 대해 연구하였다. 본 연구는 최근 6개월 이내의 설문조사 202건을 분석하였다. 연구의 결과에 따르면 온라인 쇼핑몰의 특성인 신뢰성, 정보성, 편의성 그리고 프로모션 중에서 신뢰성과 정보성은 심리적 혜택에 유의한 영향을 미쳤으며, 프로모션과 편의성은 경제적 혜택에 유의한 영향을 미쳤다. 관계 혜택인 심리적, 경제적 혜택은 재방문 의도에는 유의한 영향이 있다는 것으로 나타났으나 조절 변수인 플랫폼의 형태에 따른 차이는 없는 것으로 나타났다.

• 한국의류산업학회지
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• 제15권4호
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• pp.543-553
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• 2013

This study analyzes the influence of price, product and promotion on clothing impulse buying according to internet shopping mall type. This study conducted a survey of 346 male and female consumers in their 20s-40s who have experienced clothing impulse buying from an internet shopping mall. Respondents were selected using convenience sampling through an online survey conducted in August 2012. For statistical analysis, descriptive statistics, reliability analysis, $X^2$-test, factor analysis, and regression analysis where carried out using SPSS for Windows 12.0. The results were as follows. First, there were significant differences for consumer gender, age, marital status, and education on clothing impulse buying according to shopping mall type. Second, there were differences for the influence of each component (price, product and promotion) on clothing impulse buying according to shopping mall type. Third, it was identified that influence of components (price, product and promotion) on clothing impulse buying were in the following order: low price, freshness, prize promotion, scarcity, open market price discount, prize promotion, freshness, fashionability, low price in general shopping malls, payment term benefit, freshness, and scarcity in fashion SOHO shopping malls. This study provides information for consumer management and promotion strategies according to each shopping mall type by understanding clothing impulse buying by consumers and factors according to shopping mall type.