The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The effects of perceived internet fashion shopping mall characteristics on positive shopping emotion and relationship quality

지각된 인터넷 패션 쇼핑몰 특성이 긍정적 쇼핑 감정과 관계의 질에 미치는 영향

  • Kim, Sungeun (Dept. of Clothing & Textiles, Human Echology Research Institute, Chonnam National University) ;
  • Chung, Myungsun (Dept. of Clothing & Textiles, Human Echology Research Institute, Chonnam National University)
  • 김성은 (전남대학교 의류학과, 전남대학교 생활과학연구소) ;
  • 정명선 (전남대학교 의류학과, 전남대학교 생활과학연구소)
  • Received : 2013.12.19
  • Accepted : 2014.02.12
  • Published : 2014.02.28
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Abstract

The purpose of the study was to investigate whether customer perception on internet fashion shopping mall characteristics influences positive emotion on internet shopping and relationship formation. For data collection, a questionnaire was administrated from February 20th to March 3th in 2012 to 362 adults who have purchased the products from internet fashion shopping mall. The analysis explores the effect of internet shopping mall characteristics on positive shopping emotion and relationship quality. It also tests the mediation effect of positive shopping emotion for the influence of internet fashion shopping mall characteristics on relationship quality. The results are as follows. First, the perceived internet fashion shopping mall characteristics had positive effects on relationship quality. Second, the perceived internet fashion shopping mall characteristics had positively effects on positive shopping emotion. Third, the effect of positive shopping emotion had positive effects on relationship quality. Fourth, the effect of perceived internet fashion shopping mall characteristics on relationship quality, mediated by positive shopping emotion, was shown to be none.

Keywords

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