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 -Comparing groups by gender-

패션 제품의 e-CRM에 관한 연구 (제2보) -성별의 조절 효과-

  • 이지현 (이화여자대학교 의류직물학과) ;
  • 이승희 (성신여자대학교 의류학과) ;
  • 임숙자 (이화여자대학교 의류직물학과)
  • Published : 2003.07.01
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Abstract

The purpose of this study was to identify importance of gender in dynamic relationship structure in fashion internet shopping mall and to provide marketers e-CRM marketing strategy. Out of 473 customers, 470 who had purchased fashion products in fashion Internet shopping mall were surveyed for this study. The data was analyzed by factor analysis, 1-test, correlation analysis, Structural Equation Model(SEM) using AMOS program. As the results, both men and women had ‘relationship maintenance intention’ in e-CRM. However, only women had ‘intention to discontinue relationship’, when shopping mall made mistakes to them. Also, in men's group, ‘service’ only had effect on ‘Trust’, while ‘service’and ‘financial benefit’ had effects on‘Trust’ in women's group. If women would be dissatisfied with a shopping mall, they have a strong intention to disconnect with it. Based on these results, it could be concluded that men have more tolerance for shopping mall's mistakes than women have. Therefore, the results of this study provide e-CRM marketing strategy for fashion internet marketers.

Keywords

References

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