Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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A Study on e-CRM in Fashion Internet Shopping Mall -Focusing on trust and commitment-

패션제품의 e-CRM에 관한 연구(1보) -신뢰와 관계몰입을 중심으로-

  • 이지현 (이화여자대학교 의류직물학과) ;
  • 이승희 (성신여자대학교 의류학과) ;
  • 임숙자 (이화여자대학교 의류직물학과)
  • Published : 2003.06.01
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Abstract

The purpose of this study was to identify dynamic relationship structure in fashion Internet shopping mall and to present marketers to perform marketing strategy in e-CRM, focusing on trust and commitment. 473 customers who had purchased fashion products in fashion internet shopping mall had participated in the survey. Finally, 470 were used into data analysis. The data was analyzed by factor analysis, t-test, ANOVA, correlation analysis and Structural Equation Model(SEM) using AMOS program. As the results, 'economic benefits' and 'service' variables had the positive effects on 'trust'. Especially, 'service' had the major effect on 'trust'. 'Trust' and 'product information quality' had the positive effects on 'emotional commitment'. 'Trust', 'economic benefits' and 'reputation' had the positive effects on calculus commitment, while contents had the negative effect. Also, 'emotional' and 'calculus' commitment had positive effects on 'relationship maintenance intention'. 'Emotional commitment' had higher effect on 'relationship maintenance intention' than 'calculus commitment'. 'Calculus commitment' had the positive effect on discontinue relationship intention when shopping mall made mistakes. The results of this study provide e-CRM marketing strategy for marketers of fashion internet shopping mall.

Keywords

References

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