Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effect of Purchase Reviews of Internet Shopping mall on Benefits Sought of Sales Promotion, Fashion Customer's Purchase Satisfaction, Repurchase Intention, and Word-of-Mouth Intention

인터넷 쇼핑몰의 구매후기 특성이 판매촉진 추구혜택과 구매만족도, 재구매의도 및 구전의도에 미치는 영향

  • Lee, Su-Jin (Dept. Clothing Science, Seoul Women's University) ;
  • Shin, Su-Yun (Dept. Clothing Science, Seoul Women's University)
  • 이수진 (서울여자대학교 의류학과) ;
  • 신수연 (서울여자대학교 의류학과)
  • Received : 2013.11.18
  • Accepted : 2014.01.05
  • Published : 2014.02.28
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Abstract

With the development of modern society, not only have the Internet and e-commerce been progressed but they also made 'consumption patten' diverse. Despite the internet clothing market growth, there is critical a disadvantage, which is consumers is not able to wear the products presented via online pictures. Thus, pictures on the internet are the only information customers can get, which has caused consciousness on the importance of dealing with 'customer review'. In spite of the fact that 'customer review' has undeniably evolved to be one of customers' essential requisites, the research on this subject is very limited. Until now, the studies on the internet shopping consumers' behavior mostly has to do with the features of 'customer review' such as 'a sense of exaggeration', 'usability', 'duality', 'purity', 'professionalism', 'reliability', and the 'similarity', etc.) Therefore, this study categorizes the characteristics of online shopping reviews to 'the number of reviews', 'the article-length', 'the existence of photos', 'the rewards for reviews', 'the contents of the reviews' and 'the freshness of the reviews' and reviews the impact of an features of 'customers' reviews' affecting the internet shopping sales promotion. Moreover, it is to contribute to the marketing strategies of a shopping mall by analyzing consumers' 'purchasing satisfaction', 'the intention of repurchasing', and 'the factors of viral marketing'.

Keywords

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