Journal of the Korean Home Economics Association 2009;47(7):83-95.
인터넷 패션쇼핑몰 점포특성 지각이 인터넷 패션쇼핑몰 만족과 충성도에 미치는 영향에 관한 비교문화연구: 한,미 대학생의 패션 제품 구매를 중심으로
구양숙, 김소현, 추태귀, 박현희
경북대학교 의류학과, 경북대학교 의류학과, 경북대학교 의상디자인과, 경북대학교 경영학부
A Cross-Cultural Study of the Effects of the Perception of Internet Fashion Shopping Mall Store Characteristics on Satisfaction and Loyalty of Internet Fashion Shopping Mall
Hyun-Hee Park, Ku, Yang-Suk, Kim, So-Hyun, Choo, Tae-Gue
School of Business Administration, Kyungpook National University, Department of Clothing & Textiles, Kyungpook National University Department of Clothing & Textiles, Kyungpook National University Department of Textiles & Design, Kyungpook National University
ABSTRACT
This study investigated the differences in the effects of the perception of the internet fashion shopping mall characteristics on satisfaction and loyalty of internet fashion shopping mall between Korean and American college students. Questionnaires were administered to 251 Korean and 221 American college students. The results were as follows. First, service and product diversity had significant effects on satisfaction of internet fashion shopping mall in both group, while convenience had a significant impact on satisfaction of internet fashion shopping mall in American group. Second, service, product diversity, and promotion had significant influences on repurchase intention of internet fashion shopping mall in Korean consumer group, while service and reliability, product diversity, and convenience had significant effects on repurchase intention of internet fashion shopping mall in American consumer group. Third, service had a significant effect on recommendation intention in Korean group, while service and reliability and product diversity had significant influences on recommendation intention in American group.
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