Research Model for Internet Shopping Addictive Buying on Fashion Products: Mediating Effect of Internet Addiction

인터넷 쇼핑 중독구매에 관한 연구모형: 인터넷 중독의 매개효과를 중심으로

  • Lee Seung-Hee (Dept. of Clothing & Textiles Sungshin Women's University) ;
  • Jung Jin Won (Dept. of Clothing & Textiles Sungshin Women's University)
  • 이승희 (성신여자대학교 의류학과) ;
  • 정진원 (성신여자대학교 의류학과)
  • Published : 2005.01.01


The purpose of this study were to examine the relationship with respect to internet addiction and internet shopping addiction among internet fashion shoppers, and to find if internet addiction had mediating effects on internet shopping addictive buying. 550 females and males who had purchased fashion goods were used for the survey. For data analysis, descriptive statistics and Amos 5.0 were used. As the results, approximately $32.7\%\;and\;3.82\%$ of subjects were revealed as light internet addictive shoppers and heavy internet addictive shoppers. Also, $14.0\%$ of the internet shoppers in this study were found to have internet shopping addictive tendencies. Psychological factors such as self-esteem, impulsiveness, materialism, and compensatory buying were directly related to internet shopping addiction as well as to internet addiction. Internet-related factors such as flow, skill and usage time also were directly related to internet addiction, but not to internet shopping addictive buying. That is, internet addiction had a mediator effect between psychological factors and internet shopping addictive buying. Also, internet shopping variables such as buying frequency and shopping mall visit frequency were related to internet shopping addiction. Finally, internet addiction was directly related to internet shopping addiction. Based on these results, fashion marketing strategies and implications regarding internet shopping addiction were suggested.



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