• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.2
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• pp.287-304
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• 2016

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.

• Journal of Convergence for Information Technology
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• v.9 no.2
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• pp.75-84
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• 2019

The purpose of this paper is to examine the factors influencing on loyalty in US online shopping malls. The study proposed a model to investigate the relationship among quality of sites, satisfaction, attitude, and loyalty. The hypotheses were examined by analyzing a structural equation model. 280 US samples were used for the final analysis. The results show that this model demonstrates good fit for the samples. The ease of use was found to be a significant variable in their satisfaction, while it did not have the direct effect on attitude toward the sites. The information quality was found to be a crucial variable in consumers' satisfaction and attitude toward the site. Satisfaction directly affected attitude as well as loyalty, and attitude also directly affected loyalty. Thus, the structural relationship among the variables of customers' loyalty was verified. This research provides practical insights into US consumer behaviors that would be beneficial to marketers when they make decisions for the US e-commerce market.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.4
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• pp.609-624
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• 2023

This study aimed to explore the effects of perceived benefits on consumers' attitudes towards cross-border online shopping websites. We also explore whether and how consumers' COVID-19 anxiety and brand familiarity weaken or strengthen the relationship between these perceived benefits and consumer attitudes. A total 319 items of data were used for the final analysis. The perceived benefits of a website were found to have only an indirect effect on purchase intentions by mediating consumers' attitudes toward the site. Competitive pricing of fashion products directly affected purchase intentions. COVID-19 anxiety was found to have a negative moderating influence on the relationship between perceived enjoyment and consumer attitudes, whereas brand familiarity had a positive moderating effect on both the relationships between perceived usefulness and consumers' attitudes toward the site and between perceived ease of use and their site attitude. This study provides useful insights for international e-tailers in developing marketing strategies that attract international consumers. Academically, we have contributed to the existing literature on the perceived benefits of global online shopping and the moderators of consumers' attitudes towards e-commerce sites.