Human Ecology Research

The Korean Home Economics Association (대한가정학회)
권호 표지
DOI QR코드

DOI QR Code

An investigation into the Online Sales Channels of Small Business Fashion Retailers on Portal Shopping and Fashion Shopping Malls

소상공인 패션판매업자의 온라인 판매채널 연구: 포털쇼핑몰과 패션쇼핑몰(종합물/전문몰)을 중심으로

  • Received : 2021.08.25
  • Accepted : 2021.09.29
  • Published : 2021.11.30
Download PDF
⟨ Previous Next ⟩

Abstract

The aim of this study was to analyze the perceptions and entering status of small business online fashion retailers on portal shopping and fashion shopping malls. Case studies were conducted on a total of 10 research samples. The results were as follows: first, regarding the strategic factors of online fashion stores, 'price competitiveness' is important, especially in portal shopping and low-cost brands; 'product assortment' is important but not essential in all platforms; and 'differentiation' is important to continuously secure loyal customers in fashion shopping malls. Customer satisfaction leads to customer loyalty, and customer loyalty affects the sales conversion rate and brand growth of online sales channels. Factors that promoted sales activities in online sales channels were exposure, advertisements, SNS, events, special exhibitions, and events. Hindrance factors were low price competition, overheated competition, and the MD of sales channels. Second, the research samples used multiple online sales channels, including portal shopping malls and fashion shopping malls, in addition to their own malls. The selection factors were platform reputation and commission, branding, and customer inflow through exposure. Portal shopping malls were perceived as providing easy access, advertising/customer communication, exposure/search, price competitiveness, scalability, and intense competition, whereas fashion shopping malls were perceived as providing a brand image and concept, brand promotion, high commissions, difficult entry, and low profits. The factors for success in portal shopping malls were exposure/search, price competitiveness, and brand recognition, whereas the factors for success in fashion shopping malls were differentiation, brand, exposure/advertisement, product assortment, and MD.

Keywords

Acknowledgement

This work was supported by 2020 Academic Research Funds of Korea National Open University.

References

  1. Back, J. H., & Seo, J. H. (2013). A grounded theory analysys of the successful process: Consumer perspective of Entrepreneurial. Korean Association of Human Ecology , 22(4), 619-635. https://doi.org/10.5934/kjhe.2013.22.4.619
  2. Choi, J. Y. (2020, October 10). Self-employment restructuring in the second quarter, where the unemployed poured in, the number of subsistence mail-order retailers increased by 26%. The DONG-A ILBO. Retrieved September 29, 2020, from https://www.donga.com/news/Economy/article/all/20201010/103330416/1
  3. Choi, K. A., & Jeon, Y. J. (2007). Consumer satisfaction and intention to revisit internet shopping sites: Total shopping sites vs. fashion specialty sites. Journal of the Korean Society of Clothing and Textiles, 31(2), 300-307. https://doi.org/10.5850/JKSCT.2007.31.2.300
  4. Chai, B. Y., Zhu, Y. X., & Choi, J. W. (2018). An empirical study on the effect of introvert and extrovert characteristics of online shopping mall on the consumer confidence: Focused on Chinese consumers involved in overseas direct purchasing. International Commerce and Information Review, 20(4), 49-76.
  5. Han, Y., & Seo, Y. (2009). Factors affecting seller's user satisfaction and reuse intention of internet marketplace. The Journal of Internet Electronic Commerce Research, 9(1), 27-48. https://doi.org/10.1007/s10660-009-9026-4
  6. Jung, Y. S., & Kim, H. J. (2019). Analysis of typology and competition of domestic online shopping: Focusing on Naver shopping. Journal of Distribution and Management Research, 22(1), 35-46. https://doi.org/10.17961/jdmr.22.1.201902.35
  7. Jung, Y. S., & Lee, H. T. (2020). Study on NAVER smartstore sellers'needs: Focusing on analysis of satisfaction and dissatisfaction factors by attributes. Korean Management Consulting Review, 20(2), 23-36.
  8. Kang, G. S., & Lee, J. G. (2010, Summer). An exploratory study on the determinants of successful start-up and investment recovery: Focusing on self-employed business entrepreneurship . Paper presented at the 2010 Korean Venture Entrepreneurship Integrated Conference, Seoul, Korea.
  9. KDI Economic Information and Education Center. (2020). 2019 Small Business Survey Results. Retrieved June 29, 2021, from https://eiec.kdi.re.kr/policy/materialView.do?num=208877&topic=
  10. Kim, D. G. (2010). A strategic approach based on BSC perspectives to e-commerce open markets. Journal of Industrial Economics and Business, 23(5), 2521-2540.
  11. Kim, H. Y., & Ha, J. (2018). The current situation and development strategies of the fashion creative studios in Korea. The Research Journal of the Costume Culture, 26 (3), 265-281. https://doi.org/10.29049/rjcc.2018.26.3.265
  12. Kim, K. W., Park, J. J., & Kim, J. Y. (2020). A study on the promotion of digital transformation for micro enterprises: Focusing on the factors influencing digital transformation. Korea Business Review, 24, 131-150. https://doi.org/10.17287/kbr.2020.24.0.131
  13. Kong, T. Y. (2017, January 17). Nine out of 10 founded online shopping mall could not be maintained. Hankyung. Retrieved September 29, 2020, from http://plus.hankyung.com/apps/newsinside.view?aid=201701179332A&category=AA010&sns=y
  14. Lee, A. N. (2018, June 13). 7 rules of success for NAVER shopping mall. News2Day. Retrieved September 29, 2020, from https://www.news2day.co.kr/article/20180613105435
  15. Lee, C. W., & Pan, Y. H. (2017). Sales experience of business through online sales channel. Design Convergence Study, 16(6), 203-217.
  16. Lee, H. J. (2018, March 7). Reflected on a small and medium-sized shopping mall...Online shopping transaction 80 trillion→92 trillion. Hankookilbo. Retrieved June 29, 2021, from http://m.hankookilbo.com/News/Read/201803071269550535
  17. Lee, H., Bae, H., & Lee, S. (2019). Which online shopping platforms and payment options are favored by Korean online seller? Focusing on online shopping platforms and payment options characteristics. Journal of the Korea Contents Association, 19(5), 443-454. https://doi.org/10.5392/JKCA.2019.19.05.443
  18. Lee, H. C., Seo, S. R., Wang, H. Y., Shin, S. Y., & Rhee, Y. W. (2011, June). An electronic commerce model for increasing sales in open market area of clothes. Paper presented at the Korean Society of Computer Information Conference, Seoul, Korea.
  19. Lee, I. H., & Bae, M. E. (2012). A study on the relationship between buyer's satisfaction and loyalty to the site and the seller in the open market. Academy of Customer Satisfaction Management, 14(1), 157-196.
  20. Lee, M. G., & Kim, H. J. (2021). Analysis of the sales promotion strategy of online fashion shopping mall. Journal of Culture Product & Design, 64, 227-240. https://doi.org/10.18555/kicpd.2021.64.21
  21. Lee, M. M., & Kim, Y. H. (2008). Analysis of critical success factors for internet open market's vendor through comparative study between Korea and Japan. Journal of Knowledge Studies, 6(2), 177-213.
  22. Lee, Y. M. (2020, July 16). "Now I'm the boss"...Opening online shopping mall 'hot'. BUSINESSWATCH. Retrieved June 29, 2021, from http://news.bizwatch.co.kr/article/mobile/2020/07/16/0018
  23. Park, K. (2021). Exploring determinants of online shopping purchase intention: Moderating effects of consumer motivation and competitor consumption experience. Journal of Management and Marketing Review, 26(2), 43-63. https://doi.org/10.37202/KMMR.2021.26.2.43
  24. Park, S. Y., & Park, E. J. (2011). Types of internet shopping malls for fashion products. Korean Journal of Human Ecology, 20(2), 391-400. https://doi.org/10.5934/KJHE.2011.20.2.391
  25. Park, Y. S. (2020, August 17). Online shopping generation gap, 1020 prefer specialty malls, and those over 30 prefer general malls. Chosun Ilbo, Retrieved Jun 28, 2021, from https://biz.chosun.com/site/data/html_dir/2020/08/17/2020081700624.html
  26. Shin, M., & Kim, H. (2014). A study of selection attribute and satisfaction for spectating online shopping mall. Journal of Distribution and Management Research, 17(4), 125-134. https://doi.org/10.17961/jdmr.17.3.201406.125
  27. Son, M. Y. (2020). Case study on the operation of small capital online fashion store: Focusing on 4P mix. Journal of the Korean Society of Costume, 70(2), 117-134. https://doi.org/10.7233/jksc.2020.70.2.117
  28. Son, M. Y., Park, H., Choi, S. Y., Jeon, Y., & Choi, M. Y. (2018). Fashion retailing in digital era. Seoul: KNOU press.
  29. Statistics Korea. (2021a). December 2020 and annual trends in online shopping. Retrieved Jun 30, 2021, from http://kostat.go.kr
  30. Statistics Korea. (2021b). March 2021 Online Shopping Trends. Retrieved June 29, 2021, from http://kostat.go.kr
  31. Yun, S. J., & Choo, H. J. (2015). A qualitative study on market orientation of new designer brand. Journal of the Korean Society of Clothing and Textiles, 39(6), 838-851. https://doi.org/10.5850/JKSCT.2015.39.6.838