Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effect of the e-CRM on the Purchase Relation quality, Performance in Fashion e-Commerce : A Comparative Study of Korea and America

패션 e-Commerce에서 e-CRM이 관계품질과 성과에 미치는 영향 : 한미 비교연구

  • Na, Youn-Kue (School of Business Administration, Loyola University)
  • 나윤규 (시카고 료율라 대학교 경영학과)
  • Received : 2010.02.08
  • Accepted : 2010.03.03
  • Published : 2010.06.30
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Abstract

The current study investigates e-CRM, Shopping-mall Image, Perceived Value, Immersion, Satisfaction, Purchase Intention in the Fashion e-Commerce. The e-CRM(Customer Relationship Management) was applied to see the effect on the relation quality toward the fashion shopping-mall via relation performance. To fulfill the study objectives, a total of 521 questionnaires(Korean 278 vs, American 243) were conducted to the customers with first-hand experience with fashion merchandise in Internet shopping-mall. The judgement sampling method was employed on sample population ages from 20s to 40s over two month period. The result showed that purchase intention of an individual differs by consumer type and different factors affect purchase intention of the fashion merchandise for each consumer type.

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References

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