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

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effect of Perceived Justice on Postcomplaint Behavior in the Internet Open Market -Focused on the Moderating Effect of Fashion Involvement-

인터넷 쇼핑몰에서의 소비자의 공정성 지각이 불평처리 후 재구매의도와 부정적 구전의도에 미치는 영향 -패션관여도 조절효과를 중심으로-

  • Lee, Jin-Hwa (Dept. of Clothing & Textiles Design, Pusan National University) ;
  • Im, Jung-Eun (Dept. of Clothing & Textiles Design, Pusan National University)
  • 이진화 (부산대학교 생활환경대학 의류학과) ;
  • 임정은 (부산대학교 생활환경대학 의류학과)
  • Published : 2008.09.30
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Abstract

The purposes of this study were (1) to identify the effects of perceived justice on trust, commitment, repurchasing, and negative word-of-mouth intention in the Open Market by recovering the customer's dissatisfaction, and (2) to compare the effects of perceived justice between two consumer groups divided by the level of fashion involvement(High/Low). In this survey, the respondents were 369 consumers who experienced dissatisfaction in the Open Market in a year. The data were analyzed by confirmatory factor analysis, path analysis, and multiple group analysis using Amos 7.0 program. The results were as follows. It tested main effect of perceived justice on trust and commitment with dissatisfaction handling. 1) As expected, all of the perceived justice had the positive effects on trust. 2) However, only interactional justice positively influenced on commitment. 3) The customers' trust had the positive effect on the customers' commitment after the perception of justice. 4) The trust and commitment had the positive effects on repurchasing intention. 5) However, trust negatively influenced on negative word-of-mouth intention and commitment positively influenced on negative word-of-mouth intention. 6) The consumer groups classified by the level of fashion involvement showed significantly different effects of perceived justice on postcomplaint behavior.

Keywords

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