온라인상의 패션제품 구매의도에 영향을 미치는 온라인 점포 속성에 관한 연 구 = A Study on the Effect of On - line Store Attributes on Consumers Purchase Intention of Internet Fashion Product Shopping

다국어 초록 (Multilingual Abstract)

The purpose of this study was to develop fashion On-line store attributes for fashion On-line shopping mall and to identify significant On-line store attributes, influencing consumers` purchase intention of internet fashion product shopping. A questionaire was administered to 456 adults who had purchasing experience at fashion On-line shopping mall. SPSS 9.0 package was used for data analysis. Factor analysis, x^2-test, t-test, frequency, percentage, one-way ANOVA, multiple regression analysis were utilized. The results were as follows; 1. The On-line store attribute dimensions of fashion On-line shopping mall were tangibility, variety, marketing promotion, responsiveness, reputation, price and convenience. 2. The purchase experienced consumers showed higher purchase intention of Internet fashion product shopping and highly perceived about all sub-factors, except reputation, in On-line store attributes that have significantly positive influence on fashion On-line shopping attitudes. The purchase experienced consumers showed more favorable attitudes toward Fashion On-line shopping than non purchase experienced consumers. Attitudes toward Fashion On-line shopping have directly impact on purchase intention of Internet fashion product shopping.