인터넷 이용자의 패션 웹사이트 이용실태와 정보 만족도에 관한 연구 = (A) study on types of user behavior and satisfaction level on the information on internet fashion web sites

다국어 초록 (Multilingual Abstract)

In order to help apparel manufactures and marketers to promote fashion web-sites more efficiently. The aims of this study are (1) to analyze the current fashion web-sites on the internet, which are increasing rapidly in number, (2) to find out the user's purchase experiences of fashion products at internet shopping malls and satisfaction level on the information provided by the fashion sites.
Specific areas of the study are composed of three categories. Firstly, Korea's current fashion web-sites are analyzed. Secondly it examines the user's behavior on internet fashion web-sites. According to user's demographic characteristics variables (age, sex, occupations and income), and consumer buying behavior variables ((1) time, length, and frequency of using internet on fashion web-sites (2) the purpose of using internet on fashion web-sites, etc.). Finally user's satisfaction level on the information of fashion web-sites is also examines through all of the variables above.
The research for the study has been carried out by convenience sampling of 332 people -undergraduate and graduate students, and workers- in their 20-30's, who have had accesses to internet fashion web-sites. SAS program were used in statistical analysis. Statistical methods were applied through frequency, percentage, mean, standard deviation, co-relation analysis, factor analysis, reliability analysis, t-test, ANOVA and regression analysis.
The results of the study are as following 177 people were found out to use the internet fashion web-sites less than six months.
Most of the respondents used fashion web-sites for the purpose of the study, work, and information search.
The most frequent use of information was to find out the current fashion trend.
The numbers of respondents who have purchased fashion products through internet shopping malls are 55 out of 332.
The factors on the satisfaction of information fashion web-sites categorized as 5 areas : Economy & Convenience, Aesthetics & Recreation, Variety & Interests, Up-to dateness & Specialization, and Reliability & Precision.
On the factor of Economy & Convenience, the users who have more frequent access and who are in their 20's expressed the higher level of satisfaction on the factor of Aesthetics & Recreation, the users who have longer periods of time of use, who have lower level of internet shopping mall involvement, and students appeared to be more satisfied.
On the factor of Variety & Interests, the users marking higher level of satisfaction are those who have higher frequency of uses, who have shorter period of time of use, who have lower level of internet shopping mall involvement and who are students. On the factor of Up-to-dateness & Specialization, higher level of satisfaction is shown among the users who have shorter period of time of use, who have higher frequency of uses, who are in their 20's and who are students.
There was no significant differences according to Reliability & Precision factor.

목차 (Table of Contents)

• Ⅰ. 서론 = 1
• 1. 연구의 의의 및 목적 = 1
• 2. 연구의 범위 및 방법 = 3
• Ⅱ. 이론적 배경과 선행연구 고찰 = 5
• 1. 인터넷 이용현황 = 5
• 2. 인터넷 이용자의 소비행동의 특징 = 8
• 3. 사용자의 만족도 = 10
• 4. 국내 패션웹사이트현황 = 17
• 5. 선행연구 고찰 = 21
• Ⅲ. 연구방법 및 절차 = 27
• 1. 연구문제 = 27
• 2. 조작적 정의 = 27
• 3. 연구의 설계 = 29
• Ⅳ. 연구분석 및 결과 = 31
• 1. 표본의 특성 = 31
• 2. 패션 웹사이트 이용실태 = 34
• 3. 인터넷 쇼핑몰에서 의류제품 구매이용실태 = 39
• 4. 패션 웹사이트의 정보만족도 측정결과 = 44
• 1) 패션 웹사이트 정보 만족도의 요인분석 = 44
• 2) 인구통계학적 변수와 소비자 구매행동변수에 따른 만족도 분석 = 46
• 3) 패션 웹사이트 정보 만족도와 관련 변수들간의 회귀분석 = 52
• Ⅴ. 결론 및 제언 = 54
• 1. 연구결과의 요약 및 결론 = 54
• 2. 연구의 한계 및 제언 = 60
• 참고문헌 = 62
• 설문지 = 66
• 영문초록 = 71