인터넷 쇼핑몰의 서비스 품질 중요도와 소비자 유형에 따른 패션상품 서비스 품질 만족에 관한 연구

다국어 초록 (Multilingual Abstract)

The purpose of this study was to develop service quality dimensions and to consider significant difference between customer's importance and satisfaction of service quality and to examine the fashion goods purchasing behavior in the internet shopping mall. Also the objectives of this study were to classify the customer's types according to fashion involvement and purchasing experience of fashion goods in the inernet shopping mall and to identify significant service quality dimensions influencing customers' satisfaction and the customer's types. Subjects for this study were 241 university students(males:93, females:148) who have high frequency of internet use in Seoul.
The results of the study were as follow.
1. Five factors of service quality dimensions derived by factor analysis : F. 1 'economy-time and price' : F. 2 'convenience- purchase and payment procedure' : F. 3 'assortment & fashionablity' : F. 4 'reliablity' : F. 5 'customer intention'.
2. To consider significant difference between customer's importance and satisfaction of service quality while purchasing fashion goods in the internet shopping mall, paired t-test was used The results showed that the consumer weren't satisfied with the most part of service quality except for the time of convenience. Largely the degree of satisfaction was worse than consumer would be expected. Among the service quality, it appeared the reliance of privacy-security was the worst service quality. This suggests that the supplement of reliance on privacy-security has priority in online shopping business. Also the results showed that the male more concerned the assortment of fashion goods and rare articles of the internet shopping mall than the female, so the clothing and fashion products for the male should be considered.
3. The customer's types were classified into high fashion involvement & purchase, low fashion involvement & purchase, low fashion involvement & non-purchase, high fashion involvement & non-purchase according to fashion involvement and purchasing experience of fashion goods in the inernet shopping mall.
4. There were significant correlations among the select factor of the store and the brand-name of the fashion products and the customer's types who have had purchasing experience of fashion goods in the inernet shopping mall. Regardless of fashion involvement, most of the consumer have found the internet shopping mall by chance. And the customer who have high fashion involvement tend to purchase the brand-name fashion products, the customer who have low fashion involvement are disposed to prefer unknown fashion products to brand-name goods. This results show that adjusting the customer's service in conformity with an individual is an important way to establish a successful marketing strategy.
5. Formal dress(.8%), casual clothes(13.3%), sports clothes(13.3%), underwear(5.4%), socks(1.2%) were responded to a kind of the clothes purchased in the internet shopping mall. As the composition for fashion, clock(4.6%), belt X scarf(2.5%), bag(10.8%), shoes(4.6%), footwear for exercise(8.3%), perfume(17.8%), cosmetics(18.3%) were reported. And respondent visited the general internet shopping mall such as 'Daum', 'Auction', 'Interpark' more frequently than the fashion internet shopping mall.
6. To predict the male satisfaction, assortment and fashionablity of fashion goods was considered and to predict the female satisfaction, economy-time and price should be concerned. Analyzing service quality and the satisfaction of customer's types, the research showed that, assortment & fashionablity had the greatest importance in the satisfaction of high fashion involvement & purchase type(R²=32.8%). Economy-time and price was the important service quality in explaining the satisfaction of low fashion involvement & purchase and high fashion involvement & non-purchase types(R²=49.9%, R²=34.9%). And reliability was the important service quality in explaining the satisfaction of low fashion involvement & non-purchase type(R²=28.7%). This suggests that well-developed marketing strategy of the customer's types is needed. A less exposure of privacy and purchasing risk level will lead the consumer who has low-fashion involvement and hasn't purchased the fashion products in the internet shopping mall to more purchasing intention. And a great assortment of fashion goods and rare articles should be designed for the consumer who has high-fashion involvement and has experienced in purchasing fashion products in the internet shopping mall.

목차 (Table of Contents)

• 목차
• I. 서론 = 1
• 1. 연구의 필요성 = 1
• 2. 연구의 목적 = 3
• II. 이론적 배경 = 5
• 1. 인터넷 쇼핑몰 = 5
• (1) 인터넷 쇼핑몰의 특징 = 5
• (2) 인터넷 쇼핑몰의 유형 및 현황 = 8
• (3) 인터넷 쇼핑몰의 패션상품 현황 = 13
• 2. 인터넷 쇼핑몰의 소비자 행동 선행연구 = 17
• (1) 서비스 품질 = 17
• (2) 구매행동 = 21
• (3) 소비자 만족 · 불만족 = 25
• III. 연구방법 및 절차 = 28
• 1. 연구문제 = 28
• 2. 자료수집 = 29
• 3. 측정도구 = 30
• 4. 자료분석 = 30
• IV. 연구결과 및 논의 = 31
• 1. 연구대상자의 인구통계적 특성 = 31
• 2. 서비스 품질의 차원 = 31
• 3. 서비스 품질의 중요도와 만족도 = 36
• (1) 서비스 품질 요인의 중요도와 만족도 차이 = 36
• (2) 인구통계적 특성에 따른 서비스 요인의 중요도 차이 = 40
• (3) 인구통계적 특성에 따른 서비스 요인의 만족도 차이 = 42
• 4. 소비자 유형의 분류 = 45
• (1) 유행몰입과 구매여부에 따른 소비자 집단의 분류 = 45
• (2) 소비자 유형별 인구통계적 특성 = 47
• 5. 소비자 유형과 패션상품 구매행동 = 50
• (1) 소비자 유형과 패션상품 구매행동과의 관계 = 50
• (2) 인터넷 쇼핑몰에서 구매하는 패션상품의 종류 = 52
• (3) 패션상품을 구매하는 인터넷 쇼핑몰의 종류 = 53
• 6. 서비스 품질과 소비자 만족 = 53
• (1) 변인간의 상관관계 = 53
• (2) 성별에 따른 소비자 만족에 대한 서비스 품질 요인 = 56
• (3) 소비자 유형별 소비자 만족에 대한 서비스 품질 요인 = 58
• V. 결론 및 제언 = 60
• 참고문헌 = 64
• 부록 = 68
• ABSTRACT = 72