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

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effect of the Fashion Product Classification Method in Online Shopping Sites

인터넷 쇼핑몰의 패션 제품 분류 방식의 효과

  • Han, Seo-Young (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University) ;
  • Cho, Yunjin (Dept. of Textile Design, Geongnam National University of Science and Technology) ;
  • Lee, Yuri (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University/Research Institute of Human Ecology, Seoul National University)
  • 한서영 (서울대학교 의류학과) ;
  • 조윤진 (경남과학기술대학교 텍스타일디자인학과) ;
  • 이유리 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Received : 2015.08.28
  • Accepted : 2016.02.17
  • Published : 2016.04.30
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Abstract

This study examines the influence of product classification standards and structure on user perception as well as their attitude towards online shopping sites. The causal relationships of variables are also examined. The analysis was based on an online survey with 247 responses. Four types of internet shopping sites were developed and used as a stimulus. The results of the mean comparison analysis indicated that perceived variety, information overload, perceived shopping value and attitude towards the site varies significantly with product classification standards and structure. There was also of a marginally significant interaction between the classification standard and structure on perceived variety and information overload. The causal relationship analysis revealed that perceived variety positively influenced hedonic and utilitarian shopping value. However, information overload had a negative effect on hedonic and utilitarian shopping value. Both the hedonic and utilitarian shopping value positively influenced attitudes towards the sites. This study demonstrates that classification method influences customer perception and attitude. It offers interesting insights on a product classification method as a strategic tool for online shopping.

Keywords

References

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