Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
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Effect of Service Quality Perception of Direct Purchase Shopping to Trust, Satisfaction, and Customer Loyalty

해외직접구매 사이트에 대한 서비스품질 지각이 소비자의 신뢰와 만족도 및 충성도에 미치는 영향

  • Kim, Kyung Min (Dept. of Clothing and Textiles, Ewha Womans University) ;
  • Park, Minjung (Dept. of Fashion Industry, Ewha Womans University)
  • 김경민 (이화여자대학교 의류학과) ;
  • 박민정 (이화여자대학교 의류산업학과)
  • Received : 2016.12.28
  • Accepted : 2017.02.16
  • Published : 2017.02.28
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Abstract

Consumers who purchase products from foreign countries and deliver them back to Korea are increasing. According to the Korea Fashion & Textile News (2015), overseas direct shopping reported 39% increase compared to 2013. Furthermore, clothes accounted for 19% of product category. Therefore, the service quality of overseas purchase sites is becoming more important, but studies have been limited. this research focuses on investigating the effects of consumers' shopping orientation on service quality and the effects of service quality on trust, satisfaction, and consumer loyalty. The survey was administered to consumers who had experiences in purchasing through overseas direct purchase websites. The results showed that the perception of service quality differed depending on the respondent's shopping orientation. Among the four shopping orientation groups(shopping confidence, shopping enjoyment, trend pursuit, and shopping follower groups), the shopping confidence group showed the highest mean for all service quality factors. All the groups showed the highest scores on product and trust among the factors of service quality. Next, the results revealed that service quality positively influenced consumers' trust on websites that provide overseas direct purchase services, which further improved customer loyalty. Therefore, the study gives managerial suggestions to online retailers that provide oversea shopping service. They need to provide higher site efficiency, security, product reliability, and responsiveness to cultivate international customers' trust and satisfaction. In particular, it will be important for them to offer accurate, reliable product information and various languages for overseas customers.

Keywords

References

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Cited by

  1. Exploring consumer attitudes and purchasing intentions of cross-border online shopping in Korea vol.22, pp.2, 2018, https://doi.org/10.1108/jkt-10-2017-0093
  2. The Internet Shopping Mall's Service Recovery Failure and Fashion Consumer's Service Recovery Dissatisfaction, Purchase Discontinuation Intention, and Negative Word-of-Mouth Intention vol.68, pp.7, 2017, https://doi.org/10.7233/jksc.2018.68.7.104