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

The Korean Society of Clothing and Textiles (한국의류학회)
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The Service Quality Perception, Purchase Satisfaction, Recommendation Intention, and Switching Intention of Fashion Consumers according to the Types of Internet Shopping Malls

인터넷 쇼핑몰 유형별 패션 소비자의 서비스 품질 지각, 구매만족도, 추천의도 및 전환의도에 관한 연구

  • Lee, Eun-Jin (Dept. of Clothing & Textiles, Chung-Ang University) ;
  • Kim, Jong-Ouk (Dept. of Venture Technology Management, The Graduate School of Venture, Hoseo University)
  • 이은진 (중앙대학교 의류학과) ;
  • 김종욱 (호서대학교 벤처전문대학원 벤처경영학과)
  • Received : 2011.03.14
  • Accepted : 2011.06.11
  • Published : 2011.08.31
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Abstract

This study investigated service quality perception, purchase satisfaction, recommendation intention, and switching intention of fashion consumers according to the types of internet shopping malls. The survey was conducted from February 7 to 21 in 2011, and 294 responses were used in the data analysis. The statistical analysis methods were frequency analysis, factor analysis, reliability analysis, ANOVA, and regression analysis. The result of the service quality perception of internet fashion consumers was classified by site characteristics, reliability, enjoyment, product diversity, responsibility, security, and order convenience. There were significant differences in the site characteristics, reliability, enjoyment, responsibility, and security of service quality perception by the types of internet shopping malls. In addition, the factors of service quality perception that could affect the purchase satisfaction of fashion consumers showed differently according to the types of internet shopping malls. The purchase satisfaction of fashion consumers influenced the recommendation intention in all types of internet shopping malls and the purchase satisfaction influenced the switching intention in fashion specialized internet shopping malls.

Keywords

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