Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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A Study on On-line Consumer's Shopping Propensity and Satisfaction based on Apparel Product Attributes and Price Attributes

온라인 소비자의 의류 제품 및 가격 속성에 대한 쇼핑성향 차이와 만족도에 관한 연구

  • Na, Youn-Kue (Dept. of Clothing & Textile, Chung-Ang University) ;
  • Suh, Hyun-Suk (Dept. of Business Administration, Chung-Ang University)
  • Received : 2007.08.20
  • Published : 2008.04.30
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Abstract

This study explores the attributes of the on-line shopping products and prices, and their effects on the customer satisfaction. In doing so, the sample population has been segmented according to their shopping propensity of consumption on clothing to understand the group differences. Based on the previous researches, the researcher have chosen four important characteristics of the customer's shopping propensity. The number of iteration on factor analysis revealed that the sample population can be classified into three different groups; the convenience/pleasure-seeking group, the fashion/utility-seeking group, and the unconcerned group. The significant group differences resulted on the following study variables; the product assortment, the price rationality, and the value of the price. Also, from the product aspect, the characteristic, the assortment, and the expression in order, explained the significant portion of the Y variance. While, on the aspect of price, the rationality, and information in order, significantly contributed on the customer satisfaction.

Keywords

References

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