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인터넷 쇼핑몰에서의 패션상품 구매의도 결정요인

Discriminative Factors of Buying Intention in Fashion Internet Shopping

Abstract

The purposes of this study was to investigate discriminative factors of clothing buying intention on Internet shopping mall. The sample included 435 male(44.8%) and female(55.2% ) adults, and an instrument was developed based on previous studies. The statistical analysis used for this study were factor analysis, 1-test, and LISREL. The results of factor analysis showed that consumers evaluated apparel internet shopping attributes based on perceptional dimensions of internet shopping consisted of clothing quality and value. web service quality and value, and adoption of internet shopping. Each dimension has sub-factors as follows: (1) clothing quality was perceived as 'artistry' 'sociality' and 'practicality'. (2) web interface service quality was perceived as 'visuality', 'advantage', 'response', 'dependability' and 'buying-confidence'. (3) internet shopping adoption was perceived as 'usefulness' and 'convenience'. T-test revealed that consumer's buying intention, re-entry intention, and store attitude were differed concerning all sub-factors including 'usefulness' and 'convenience' in adoption of Internet shopping dimension. As a result of LISREL, clothing buying intention path model was set up as following path. (1) 'artistry', 'sociality' and 'practicality' of clothing quality affected clothing value perception positively. (2) 'visuality', 'advantage', 'response' and 'buying-confidence' of web service quality affected web service value perception positively. (3) clothing and web service value perception affected store attitude positively. (4) store attitude affected clothing buying intention positively. However, Adoption of Internet shopping dimension that was perceived as usefulness and convenience did not affect clothing buying intention path model. Therefore, consumers buying, intention model in internet circumstance could be used nearly the same as real market circumstance.

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이 논문을 인용한 문헌 (2)

  1. 2004. "Criteria of Evaluating Clothing and Web Service on Internal Shopping Mall Related to Purchase Experience" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 28(5): 603~614 
  2. Park, Eun-Joo ; Kang, Eun-Mi ; Choi, Ju-Young 2009. "Effects of Service Quality Perception on Consumer Satisfaction and Loyalty according to Clothing Involvement at Internet Shopping Mall" 한국의류산업학회지 = Journal of the Korean Society for Clothing Industry, 11(4): 549~555 

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