Actual Usage, Clothing Purchasing Behavior and Recognition toward Internet Fashion Shopping Mall of University Students

대학생의 인터넷 패션쇼핑몰 이용실태와 의류제품 구매행동 및 인식도

  • Yun, Hye-Kyoung (Dept. of Fashion Design Information, Chungbuk National University) ;
  • Kweon, Soo-Ae (Dept. of Fashion Design Information, Chungbuk National University)
  • 윤혜경 (충북대학교 생활과학대학 패션디자인정보학과) ;
  • 권수애 (충북대학교 생활과학대학 패션디자인정보학과)
  • Published : 2003.04.30

Abstract

The purposes of this study were to promote the consumer's recognition on the internet purchase of fashion products and to provide useful information which would help web-site plan design, product composition, and service of internet shopping mall. The subjects were consisted of 693 students who had experiences of the accesses to internet fashion shopping mills or experiences of purchasing through internet in Cheongju and Daejeon region. Data were analyzed by factor analysis, frequency, percentage, mean, standard deviation, t-test, ANOVA, and LSD. The Results were as follows: 1. Merit factors of the internet shopping were found to be shopping convenience and pursuit of product information. Whereas, demerit factors of the internet shopping to be complexity of order, delivery, functional and economic riskiness, and services. 2. Gender was the only factor differentiating the level of recognition toward the internet fashion shopping mall. And the level of recognition also showed significant differences according to period, time, purpose of access, type of shopping mall, purchase experience, and average purchase price.

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