• Journal of the Korean Society of Clothing and Textiles
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• v.43 no.6
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• pp.910-929
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• 2019

This study identifies the effects of the characteristics of an online shopping cart based on the theory of psychological ownership. This study created experimental stimuli similar to the actual fashion website in order to derive the exact emotional and behavioral responses of participants. To test the hypotheses, four experimental groups of 2 (personalization: high / low) × 2 (accessibility: high / low) were formed with between-subject design. We selected 201 women in 20-30s as participants and they responded to an online survey after experiencing website stimuli. The collected data were analyzed using SPSS 25.0 and SPSS PROCESS Macro program. The results show that the effects of personalization of an online shopping cart on the purchase intention of the fashion product in the cart is significant; in addition, the main effect of personalization of cart on consumer's psychological ownership was confirmed. It was also found that the path of personalization of the online shopping cart to purchase intention through psychological ownership was significant. The findings of this study contributes to the extension of online shopping cart research and provide suggestions to recognize the important role of psychological ownership in increasing the purchase conversion rate.

• Journal of the Korean Society of Clothing and Textiles
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• v.34 no.5
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• pp.765-774
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• 2010

This study investigates the effects of consumer innovativeness on e-loyalty mediated by shopping mall attributes and consumer satisfaction with the Internet. Data were obtained from 243 consumers who had bought fashion products through online shopping. Data were analyzed by using factor analysis, Cronbach's alpha, and path analysis using LISREL 8.53 program. The results of this study suggest that the consumer innovativeness, such as Internet-innovativeness and Fashion-innovativeness affect shopping mall attributes including Loading, Visual, Information, Variety, and Price/Fashion. These attributes and the shopping mall satisfaction partially mediated the impact of consumer innovativeness on e-loyalty of shopping malls through the Internet. Especially, consumer satisfaction was the most important determinant to build up e-loyalty for the online shopping of fashion products. The findings provide implications for e-retailers to develop strategies related to consumer innovativeness, shopping mall attributes, and the e-loyalty of shopping malls for fashion products.

• The Research Journal of the Costume Culture
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• v.25 no.5
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• pp.593-610
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• 2017

In order to identify the antecedents of internet purchasing intention toward fashion items, this study examines shopping-related variables as both direct antecedents of internet purchasing intention, and as indirect antecedents of internet purchasing intention through online-related variables. Impulse buying and market mavenism were considered as shopping-related variables, whilst online interaction readiness and online consumer procrastination were considered as online-related variables. It was hypothesized that impulse buying and market mavenism not only directly influence purchasing intention toward fashion items, but also indirectly influence it through online interaction readiness and online consumer procrastination. Data were gathered by surveying university students in Seoul using convenience sampling. A total of 286 questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The factor analysis of market mavenism, impulse buying, and online consumer procrastination revealed one dimension, whilst the factor analysis of online interaction readiness revealed two dimensions: 'online relationship' and 'internet role.' Tests of the hypothesized path proved that impulse buying indirectly influences internet shopping intention only through online consumer procrastination, whereas market mavenism influences internet shopping intention indirectly through both online interaction readiness and online consumer procrastination. The results will be useful for Internet shopping mall marketers and for future study.

• The Research Journal of the Costume Culture
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• v.20 no.2
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• pp.195-207
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• 2012

In South Korea, the growth of online shopping malls that are overtaking traditional offline distributors in sales requires the latter to concentrate on developing a variety of contents amidst the ever-changing and competitive market environment. First of all, attention should be paid to information on fashion item materials. This study examined the current status of online shopping malls with a focus on their three different types-specialized malls, general malls, and open markets-and investigated consumers' hedonic shopping motives and influence on fashion materials in terms of purchasing behavior. In doing so, this study surveyed men and women in their 20s-30s residing in Seoul or its surrounding cities and used a total of 255 questionnaires for statistical analysis. The statistical software program SPSS 15.0 was used to conduct frequency analysis, factor analysis, reliability analysis, and multiple regression analysis. The study results showed that in general and specialized shopping malls, consumers granted greater reliability and importance to fashion materials when their interest in shopping or attention to fashion items/brands was high and when they wanted rare items. In open markets, the more interest consumers had in shopping and the more sensitive they were to fashion information, the more dependent they were on prices; in other words, prices were found to have a greater influence on their purchase decisions than the quality of fashion materials. The findings of this study would be useful to marketers and distributors who are trying to develop their marketing strategies based on fashion material information, according to the different types of online shopping malls.

• Fashion, Industry and Education
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• v.14 no.1
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• pp.10-17
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• 2016

The purpose of this study is to examine the difference between perceived challenges measured before and after shopping online for fashion products and their effects in leading to flow. An online survey including an online shopping task was conducted with a national sample of 500 adult consumers recruited in the U.S.A. The paired t-test results show that perceived challenge measured before the task is significantly higher than perceived challenge measured after the task. ANOVA results further show that the interaction effect between skill and challenge on flow is significant only when perceived challenge is measured after that task. Implications of the findings and recommendations for further research are also discussed.

• Journal of the Korea Fashion and Costume Design Association
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• v.8 no.2
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• pp.171-182
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• 2006

The purpose of this study was to business cases of setting up a shopping mall for Hanbok and other successful marketing cases were investigated to seek easy ways of establishing a internet shopping mall and to provide information on the structure of e-market and online shopping malls. In our country, online market has overtaken offline one, and the former has made sustained progress. Many domestic Hanbok manufacturers set up their homepages as part of efforts for online marketing or P.R. However, online shopping malls are run just by a small number of companies, and traditional Hanbok manufacturers are in worst situations. To be steadily competitive enough to keep on attracting customers, they should try to make their way through e-market from diverse angels. The purpose of this study was to delve into the establishment of an online shopping mall for Hanbok products and relevant marketing in an attempt to lay the groundwork for solidifying the position of Hanbok products in apparel e-market.

• The Research Journal of the Costume Culture
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• v.18 no.3
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• pp.408-422
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• 2010

The purposes of this study is to investigate the attitudes and value of fashion product description and consumer replies used in online shopping malls, and to examine the differences in the perceived reliability(objectivity, expertise, trustworthiness) preference and purchase intention toward the product as determined by the appeal type (evaluation-sentimental vs. factual-information) of the product description, the direction(negative vs. positive) and type(factual vs. evaluative) of consumer replies for the product in online shopping malls. Data was collected from female college students with fashion products purchase experience at online shopping malls by questionnaire survey (N=424) and analyzed by using frequency analysis, t-test and ANOVA. Results showed that consumers respondents tended to read product description and other consumer replies before purchasing, when shopping for fashion products through an on-line shopping mall. They thought that sellers' product description and the consumers' replies were helpful in making their decision; but, they were also skeptical about product description. Respondents showed higher perceived reliability, preference and purchase intention to the factual-information type product description than the evaluation-sentimental type. Positive consumer replies were more effective in yielding higher preferences and purchase intentions. Factual replies tend to yield higher reliability than evaluative replies.

• The Research Journal of the Costume Culture
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• v.21 no.1
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• pp.42-56
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• 2013

Nowadays the advantages of multichannel retailing strategy in fashion business have been widely discussed, but empirical research on fashion retail has been limited. The purpose of this research is to provide some ideas on multichannel retailing strategy to fashion retailers through the case of UNIQLO. The online survey was conducted on each 100 female customers in their 20s, 30s, 40s living in seoul among UNIQLO customers. The survey was consisted of measurement items for UNIQLO's online store image and offline store image, customer satisfaction, purchase intention, and demographic attributes. The online survey was found that 30.3% of UNIQLO's multichannel customers bought a product from offline store using online shopping mall as a search channel, on the other hand, 20.7% of UNIQLO's multichannel customers bought a product from online store using offline store as a search channel. Factors of the online shopping mall image were consisted of shopping convenience, product information, price policy, trust. And factors of the offline store image were consisted of trust and store, product information, service. Some factors of online store and offline store image had impact on multichannel customer satisfaction. And, customer satisfaction also had impact on purchase intention of UNIQLO product. Some suggestion for the future of multichannel research in fashion retailing was given.

• Journal of the Korean Society of Clothing and Textiles
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• v.44 no.5
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• pp.1004-1018
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• 2020

Advances in e-commerce enable consumers to shop efficiently for fashion products in global markets in addition, the market size of purchasing directly from foreign websites are also increasing. This study investigates the effects of hedonic and utilitarian shopping values on the continuous use intention of online cross-border shopping. Curiosity and self-efficacy were introduced as mediating variables between shopping values and user intentions. A web-based survey is conducted on female consumers, who have experiences to buy fashion products by online cross-border shopping. A total of 472 responses were collected from a panel of online survey firms. Data are analyzed using confirmatory factor analysis, structural equation modeling, and multi-group SEM by AMOS 21.0. According to the results of the structural equation model test, hedonic value affected continuous use intention of online cross-border shopping as mediated by curiosity and self-efficacy; in addition, utilitarian value influenced self-efficacy, which mediated relations between the utilitarian value and the continuous use intention. The research model was also tested to compare heavy users and light users of online cross-border shopping. For heavy users, the effect of hedonic value on curiosity was significantly stronger than for light users. Several implications are suggested based on the results.

• The Research Journal of the Costume Culture
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• v.27 no.5
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• pp.496-511
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• 2019

The purpose of this study was to create a theoretical structure for the concept of purchasing risks by identifying the structure of purchasing risks that lead to obstacles in the purchasing decisions of consumers in fashion consumption via online channels. This was a secondary research using books, articles, prior researches, and academic journals on the five topics of "characteristics of fashion consumption," "the concept of purchasing risks," "purchasing risks by product types," "purchasing risks by channel types," and "purchasing risks of fashion consumption on online shopping channels." According to the arguments of prior researches, the study divided the purchasing risks of fashion consumption through online shopping into four categories : (1) fundamental purchasing risks including financial risk and time loss risk pertaining to any product or channel, (2) online channel purchase risks, which include risks in payment, Information leaks, and delivery and return/exchange risk, (3) fashion product risk related to product quality or experience of other people, which includes social risks and risks associated with quality, and (4) the online channel${\times}$fashion product risks, which include the aesthetic and psychological hazards especially amplified in online channels. The four risk factors were then described with a concept map to systemize the multi-dimensional and stereoscopic psychological structure of purchasing risks. Of the four risk factors, consumers placed the most emphasis on the online channel${\times}$fashion product risks, hence, reducing this risk factor is of utmost priority for marketing of online shopping channels.