Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effects of Internet Fashion Consumer Characteristics, Shopping Motivation, and Price Sensitivity on Negative Purchasing Behavior

인터넷 패션 소비자의 특성과 쇼핑동기 및 가격민감도가 부정적 구매행동에 미치는 영향

  • Lee, Eun-Jin (Dept. of Clothing & Textiles, Chung-Ang University) ;
  • Kim, Jong-Ouk (Dept. of Venture Technology Management, The Graduate School of Venture, Hoseo University)
  • 이은진 (중앙대학교 의류학과) ;
  • 김종욱 (호서대학교 벤처전문대학원 벤처경영학과)
  • Received : 2012.12.31
  • Accepted : 2013.04.20
  • Published : 2013.06.30
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Abstract

This study analyzed the effects of internet fashion consumer characteristics and shopping motivation on price sensitivity as well as the effect of price sensitivity on negative purchasing behavior. A survey was conducted from August 10 to September 20 in 2012 and 364 responses were used in the data analysis. The statistical analysis methods were frequency analysis, factor analysis, reliability analysis, and multiple regression analysis. The characteristics of internet fashion consumers were composed of innovation tendency, impulse buying tendency, information orientation, and variety seeking tendency. Shopping motivation was composed of convenient motivation, social motivation, hedonic motivation, product motivation, and economic motivation. The information orientation and variety seeking tendency of internet fashion consumers influenced the price search. The innovation tendency, impulse buying tendency, and variety seeking tendency of internet fashion consumers influenced the price importance. Convenient motivation, hedonic motivation, and product motivation positively affected the price search; however, social motivation negatively affected the price search. The social motivation, hedonic motivation, and economic motivation of internet fashion consumers positively affected price importance. Price search and price importance influenced the purchasing delay; in addition, price search influenced the switching intention. The results of this study provide useful information for customer management and internet shopping mall marketing strategies.

Keywords

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