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

The Korean Society of Clothing and Textiles (한국의류학회)
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Clothing Shopping Motivation on Internet and Customer e-Loyalty among Korean and Chinese College Students

한.중 대학생들의 인터넷 의복쇼핑동기와 고객충성도

  • Park, Hye-Sun (Dept. of Clothing & Textiles, Pai Chai University) ;
  • Lee, Yeon (Dept. of Clothing & Textiles, Pai Chai University) ;
  • Kim, Hyun-Sook (Dept. of Clothing & Textiles, Pai Chai University)
  • 박혜선 (배재대학교 의류패션학과) ;
  • 이연 (배재대학교 의류패션학과) ;
  • 김현숙 (배재대학교 의류패션학과)
  • Published : 2009.11.30
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Abstract

This study identifies the main factors of internet clothing shopping motivation and analyzes their effect on customer e-loyalty among Korean and Chinese college students. Data were collected from 300 Koreans and 300 Chinese college students. The survey was statistically analyzed through an exploratory and confirmatory factor analysis, T-test, and structural equation modeling. The factors of clothing shopping motivations were identified as merchandising characteristics, shopping convenience, value price, and hedonic pleasure. Chinese students had stronger motivations for value price and hedonic pleasure; Koreans had stronger motivations for merchandising characteristics. The structural equation model showed that the shopping motivations for merchandising characteristics, shopping convenience, and hedonic pleasure had significant effects on e-loyalty for Chinese students and the motivations for value price had significant effects on e-loyalty for Korean students. The conclusion shows a strategic direction for entering the Chinese e-market.

Keywords

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