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A Study on College Women's Online Shopping Motivation Effect on Satisfaction Level in Purchasing Fashion Products

여대생의 패션제품 온라인 쇼핑동기 요인이 쇼핑 만족도에 미치는 영향 연구

  • Kwon, Jin (Dept. of Fashion Design, Gangneung-Wonju National University) ;
  • Kim, Yong Mun (Dept. of Fashion design, Gangneung-Wonju National University) ;
  • Um, So Hee (Dept. of Fashion Design, Gangneung-Wonju National University) ;
  • Lee, Young Sook (Dept. of Fashion Design, Gangneung-Wonju National University) ;
  • Woo, Hyun Ri (Dept. of Fashion Design, Gangneung-Wonju National University)
  • 권진 (강릉원주대학교 패션디자인학과) ;
  • 김용문 (강릉원주대학교) ;
  • 엄소희 (강릉원주대학교 패션디자인학과) ;
  • 이영숙 (강릉원주대학교 패션디자인학과) ;
  • 우현리 (강릉원주대학교 패션디자인학과)
  • Received : 2016.12.02
  • Accepted : 2017.06.15
  • Published : 2017.06.30

Abstract

Fashion market in the past had a physical structure, and the supply and demand developed within that space. However, this has changed with the development of online fashion market, as it no longer requires physical space. The purpose of this study was to examine the satisfaction level of online shopping purchase based on the purchase motivation of women in their 20's. It aimed to look into how the online media affected the market, and find ways to improve the shopping malls according to the demands of the market. This study examined the effect of female students' online shopping motivation on their satisfaction with a premise that purchase motivation is related to the satisfaction level. The researched subjects were selected among female college students, and the regression analysis was done using the collected questionnaires. Results showed that economic purchase motivation, product purchase motivation, hedonic purchase motivation, and social purchase motivation had positive correlation to satisfaction level. The most influential factors to the satisfaction level were convenient purchase motivation and product purchase motivation, then social purchase motivation in shopping. Hedonic purchase and economic purchase were less influential than other factors in online shopping. Social purchase motivation factor is least influential when compared to others. As for detailed purchase motivations affecting the satisfaction level, reasonable price, latest fashion goods, interest and fun of online shopping, and the ease of shopping were important factors. The research result indicates that alternative shopping solutions can be better understood by examining the online shopping satisfaction according to purchase motivation, and improve current online shopping malls.

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