Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Study on the Effect of Returned Clothes Via On-line Sales on Their Brands

온라인상(上)에서 의류제품(衣類製品)의 반품(返品) 경험(經驗)이 브랜드에 대(對)한 태도(態度)에 미치는 영향(影響) 연구(硏究)

  • Kim, Yeon-Hee (Dept. of Fashion Design, Kookmin University) ;
  • Kim, Il (Dept. of Fashion Marketing Kookmin University)
  • 김연희 (국민대학교디자인대학원 의상디자인) ;
  • 김일 (국민대학교 의상디자인학과)
  • Published : 2003.09.30
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Abstract

On-line clothes sale are on the increase, and the returns(for replacements or refunds) of the clothes are also increasing. Many studies on off-line consumers' complaints were made before, but few studies on the returns of clothes sold on-line have been made. From this viewpoint, this study was conducted to know what effect returns of clothes sold on-line have on their brands. Therefore, this study was first focused on the factors affecting complaint acts(return intention or return acts) such as lack of information and recognition of product, delivery errors and product defects concerning on-line sales, and second investigated the changes of buyers' attitude toward the brand following the their acts of returning the buyers, and third looked into the changes of on-line buyers' attitude toward the brand. The study is carried out by subdividing the objects of the study into return action(replacement, refundment) and purchasers who experienced return intention. Such experience is demonstratively analyzed to find how it has affected the attitude toward the brand. The study comes up with the following outcomes. First, the effect factor causing complaint action(return action, return intention) on-line is shown as the lack of the information and recognition of the product. Second, it is revealed that the effect factor causing complaint(return action, return intention) does not lie in an error in delivery or a defect of a product. Third, the positive response of a brand to a return action does not raise the repurchasing intention and positive attitude of purchasers who experienced returning a product, but lowers their private complaint action intention. Fourth, the repurchase intention of purchasers who experienced return intention for the brand is lowered, but their negative attitude and private complaint action intention is not raised.

Keywords

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