Time-series Analysis on the Impact of COVID-19 on Online Shopping Purchase

신충호(Choongho Shin),조혜진(Hyejin Cho) 중앙대학교 한국전자무역연구소 2022 디지털무역리뷰 Vol.20 No.1

연구목적: 본 연구에서는 온라인 쇼핑 구매의 변화가 코로나19의 직접적인 영향으로 인함인지 여부를 평가하기 위해 시계열 분석을 활용하였으며, 코로나19의 확산시점이 온라인 쇼핑 구매의 변화와 유의미하게 일치하는지 분석한다. 온라인 쇼핑 내 웹 기반과 모바일기반 쇼핑 구매 자료를 나누어 분석하는데, 시계열 기반 자료분석을 위한 ARIMA모형을 활용하였다. 이를 통해 코로나19 단계가 온라인 쇼핑 거래의 변화와 어떤 관련이 있는지 알아본다. 논문구성/논리: 본고의 구성을 다음과 같다. 제1장에서는 본 연구의 연구 배경과 동기를 소개하고 제2장에서는 온라인 쇼핑 및 코로나19의 영향에 대한 선행연구를 제시한다. 제3장에서는 실증연구방법 및 자료를 설명하며 제4장에서 실증분석으로 도출한 결과를 제공한다. 마지막 제5장에서는 본 연구의 내용 및 결과에 대해 논하며 정리한다. 결과: 2019-2020년의 온라인 쇼핑 구매의 시계열 자료를 분석한 결과 코로나19의 발전단계가 온라인 쇼핑 구매의 변화 시점과 유의미하게 관련되어 있음이 나타났다. 코로나19 상황의 심각성이 일정수준 공유된 시점을 기준으로 온라인 쇼핑 구매가 상당히 증가하였으며 최근 몇 년 간의 전자상거래시장의 성장을 코로나19가 가속화했음을 알 수 있다. 또한, 온라인 쇼핑을 크게 웹 기반과 모바일기반으로 구분했을 때 웹 기반 쇼핑이 모바일 쇼핑보다 변동성이 적은 것으로 나타났다. 독창성/가치: 본 연구는 코로나19 시기의 시계열자료 분석을 통해 전자상거래의 급속한 성장에 코로나19가 직접적으로 미친 영향력을 분석했으며, 전자상거래의 성장에 있어 실제로 코로나19가 의미있는 영향력을 미쳤음을 제시하였다. 이로 인해 오프라인의 수요가 온라인 쇼핑으로 옮겨왔음을 알 수 있다. 또한, 온라인 쇼핑을 웹기반 및 모바일기반으로 나누어 분석하여 전자상거래 채널별로 코로나19의 영향력을 비교분석했다는 점에서 의의가 있다. 둘 간의 차이는 온라인 쇼핑도 채널별로 구분해서 연구하는 것이 중요함을 시사한다. Purpose: This study aims to examine the effect of COVID-19 on online shopping purchases. To assess whether the change in online shopping purchasing patterns is a direct consequence of COVID-19, we employ a time series analysis to see whether the COVID-19 development phase coincides with an effective change in online shopping purchase. Specifically, we separately analyze web-based and mobile-based shopping purchases. We adopt an auto-regressive integrated moving average(ARIMA) model to analyze the time series data of online shopping transactions to match how the COVID-19 phase is related to the change in online shopping transactions. Composition/Logic: This paper is organized as follows. In the first section, we introduce the research background and motivation of this study. Secondly, the literature review on online shopping and the impact of COVID-19 is provided. The third section explains the empirical setting and data for this research. Next, we provide the empirical results, followed by a discussion of the findings. Findings: Based on the time series data of online shopping purchase during 2019 –2020, we show that the COVID-19 phase is significantly related to the point of change in the online shopping purchase. As online shopping purchases increased significantly during the period when the severity of the COVID-19 was shared to a certain level, it can be seen that COVID-19 accelerated the growth of the e-commerce market in recent years. Also, we find that when online shopping was largely divided into web-based and mobile-based forms, web-based shopping showed less volatility than mobile-based shopping. Originality/Value: This study analyzes the direct impact of COVID-19 on the growth of e-commerce through time-series data analysis, and suggests that COVID-19 had a meaningful impact on the growth of e-commerce. This indicates that offline demand has shifted to online demand. Furthermore, we address the different characteristics of e-commerce channels and compare the web-based and mobile-based online shopping purchases. The differences between the two suggest that it is important to study online shopping separately by channel.

중국 20-30대의 항주와 상해의 온라인 쇼핑 이용 현황 및 쇼핑동기, 쇼핑태도, 쇼핑 만족도의 비교 분석

친호,김칠순 한국기초조형학회 2016 기초조형학연구 Vol.17 No.5

Recently, Chinese online shopping is incredibly increasing in aspects of the number of internet users and sales due to the IT development. This study was interested in online shopper who aged 20 to 30 with an experience to purchase in online shopping mall. Therefore, the purpose was to investigate online shopping situation of the use, shopping motivation, shopping attitudes, shopping satisfaction, and items of the purchase in different cities in China; Hangzhou and Shanghai. Data was collected from Chinese online survey cite using questionnaire with Chinese language and 400 data were analyzed. We conclude the followings from the results of statistical analysis. There found to be a significant difference between two different area consumers in visiting online web site to purchase. Big current increase of sales was found in the Taobao, and the best seller category in online shopping was apparel which indicate blue ocean. In several purchase motivation variables, there was a significant difference. Hangzhou consumers in online shopping were motivated more by not enough offline shopping time and by aged clothing, while shanghai consumers did more by star'and friend's clothing, and by seasonal reasons. In addition, there was a significant difference in consumer attitudes and satisfaction. Hangzhou consumers enjoy online shopping time, while Shanghai consumers have positive attitude with both comfort and perceived risks which are quality risk and product risk. Area variable influence on consumers' satisfaction. Shanghai consumers had a higher satisfaction in aspects of design, comfort and service in online shopping. This finding would be helpful to set a strategy to understand consumers and make segmentation for target market. 중국은 최근 놀랄 만큼 IT 발달로 인해 온라인 시장이 급성장 하고 있다. 가장 인터넷 인구가 많은 20-30대 인터넷에서 의류 온라인 쇼핑 경험이 있는 대상자들을 대상으로 글로벌 경제도시인 상해와 관광도시이며 신소비도시인 항주시를 선정하여 독립변수로 사용하여 이 독립변수에 따른 온라인 쇼핑이용 현황을 파악하고, 온라인 쇼핑 동기, 온라인 쇼핑 태도, 온라인 쇼핑 만족도, 구매품목을 비교하고자 하였다. 연구방법은 중국어로 된 설문지법을 사용하였고, 샘플링은 편의추출법으로 중국 온라인상에서 이루어졌으며 총 400부의 수집된 설문지의 데이터가 분석에 사용되었다. SPSS를 사용하여 통계분석을 실시한 결과 다음과 같은 결론을 얻었다. 지역 변수가 중국 20-30대의 온라인 쇼퍼들의 인터넷 이용 사이트와 연관성이 있음을 확인하였고 가장 최근 타오바오에서 가장 많이 구매하는 현황을 읽을 수 있었다. 또한 기술 통계분석결과 온라인에서 가장 최근 구매한 아이템으로 가장 높은 비율은 의류 부분에서 나타났다. 지역이라는 변인에 따라 유의한 차이가 온라인 쇼핑 시 의복 구매 동기에서 보여졌는데 항주시 소비자들은 쇼핑시간과 옷이 낡은 것이 온라인 구매를 하게 되는 경향이 보였고 반면에 상해 사람들은 스타의 옷, 친구의 옷, 계절적 요인이 의복을 구매하게 되는 동기가 되는 경향을 보였다. 쇼핑태도에서도 지역간 유의한 차이가 있었으며 항주시 소비자는 온라인 쇼핑 시간을 즐기는 태도에서, 상해 시 소비자들은 온라인 쇼핑에서 편안함을 느끼나 동시에 입어보지 못하는 불편과 가짜상품 가능성과 품질에서 위험을 지각하는 경향이 나타났다. 이외에도 지역이란 변수에 따라서 만족도에 유의한 차이가 보였는데 디자인, 편안함, 서비스에서 상해 소비자들의 만족도가 더 높게 나타났다. 중국의 경우 지역이라는 변수가 온라인 쇼핑마켓의 세분화에 매우 중요한 역할을 할 것으로 본다.

온라인쇼핑가치가 사이트속성중요도와 쇼핑의도에 미치는 영향에 관한 연구

정수연(Soo-Yeon Chung),박철(Cheol Park) 국제e-비즈니스학회 2010 e-비즈니스 연구 Vol.11 No.1

Online shopping sites have striking similarity worldwide, comparable to the likes of industry standard, in terms of composition and characteristics of the sites. Consequently, the consumer behavior related to online shopping can have similarities and differences from culture to culture, so the comparison study is very meaningful. By comparing two countries with very obviously different cultures - Republic of Korea and United Kingdom - this study has implicated on presenting the moderating effect of culture and the common characteristics of global online shopping. In the empirical test, the data was obtained by conducting a survey targeted at the consumers of online shopping in either Republic of Korea or United Kingdom, and the survey was conducted both on- and off-line. Ultimately, 387 South Korean and 405 British samples were used for the analysis. The main empirical results of this study obtained by structural equation modeling technique are as follows: first, there were significant difference in importance of site attributes between utilitarian and hedonic shopping value of the consumers. Second, importance of site attributes of an online shopping site had a positive effect on intention of online shopping. Third, there were cultural moderation effect between the two countries on the relationship between the hedonic shopping value and the importance of site attributes. Fourth, there were cultural moderation effect between the two countries on the relationship between the importance of site attributes and the intention of online shopping. In particular, price-related attributes, ease of use, and interactivity-related attributes all had greater effect on intention of online shopping in the case of Korea than in that of United Kingdom. However there were no cultural difference between the countries on the effect of product-related attributes on the intention of online shopping. Based on these empirical results, this study suggests managerial implications for consumer relationship management relating to values of online shopping consumers and marketing mix strategy, and implications for global strategy of online shopping relating to cultural differences.

新冠疫情背景下网购合同履行现状考察

서예헌 ( Xu Yixuan ),왕봉업 ( Wang Fengye ) 경상대학교 법학연구소 2020 법학연구 Vol.28 No.4

The online shopping contract has been developed rapidly since its emergence because of its high efficiency and great convenience for people. As a new form of contract, it has the essence of traditional contract, which is that the agreement is reached by the parties on the basis of legality and voluntariness to change the civil legal relationship, and it is different from the general contract because its emergence and conclusion depending on the network. The sudden outbreak of COVID-19 epidemic has affected all aspects of people's work and life. During the epidemic, people's travelling mobility has been greatly restricted, therefore, the online shopping has increasingly been regarded as people's shooping choice. But at the same time, the fulfillment of contracts is bound to be hindered. As a contract, the online shopping contract is inevitably affected by the epidemic. In view of the increasing proportion of online shopping in people's daily life, online shopping contracts also play an increasingly important role. This paper discusses the characteristics of online shopping contracts under the background of the recent COVID-19 epidemic, studies how to reduce the impact of the epidemic to fulfill online shopping contracts successfully, and researches liabilities should be taken on the online shopping contracts. Taking the COVID-19 epidemic as an opportunity, this paper is studied from four parts. In the first part, it analyzes the legal nature of COVID-19 epidemic to difine and analyze COVID-19 epidemic, discusses the characteristics of force majeure and situation change, and probes whether COVID-19 epidemic belongs to force majeure or situation change. The second part analyzes the fulfillment of online shopping contracts under the COVID-19 epidemic, explores the essence of online shoppingcontracts, and analyzes the specific fulfillment of online shopping contracts. Then this paper discusses the liability for breaching online shopping contracts under the COVID-19 epidemic to conclude that different subject matter and different degree of breaching contracts should bear different liability; In the last part, it analyzes the guarantee of the fulfillment of online shopping contracts under the COVID-19 epidemic. In order to fulfill the online shopping contracts successfully, operators and consumers should use their rights carefully and fulfill their obligations according to the contract, and the regulatory authorities should take active supervision. This study explores the fulfillment of online shopping contracts under the epidemic in order to improve the protection of consumers' rights and the development of online shopping.

교차쇼핑을 유발하는 온라인과 오프라인 쇼핑몰의 점포속성에 관한 연구

경종수(Jong Soo Kyung) 국제e-비즈니스학회 2019 e-비즈니스 연구 Vol.20 No.3

This study on online and offline store attributes that cause crossover shopping of online and offline shopping malls. We have interested in alternative or complementary store attributes in interrelation of online and offline shopping malls. This study focused on switching intention and complementary factors between online and offline shopping malls in crossover shopping. That is, ‘are consumers choices for online and offline shopping malls differentiated?’. Online and offline shopping malls have different by environments, characteristics, and their strengths and weaknesses. This variety of shopping mall attributes have provided consumers with a variety of choice opportunities, and these consumers selection factors and conversion intentions are very important in terms of retailer. Recently, Consumers shopping behavior is frequently changed between online and offline shopping malls. Crossover shopping for these online and offline shopping malls is becoming an important issue in the retail industry s retail strategy research on store selection behavior. In previous researches related to store images of offline and online shopping malls, various store attributes were selected according to the research situation. In this study, we focused on substitute relationship and supplementary relationship between online and offline shopping mall to identify store attribute factors and draw implications through substitution and complementary relationship. As a result of analysis, it was found that there is a difference in the comparative advantage of online and offline store attributes in each cross shopping situation. In the shopping stage, the online store attributes (convenience, ease of comparison, product composition, price / value, quality versus price, etc., frequency of ad exposure, referrals around people, trust in products and services, etc.). Based on the results of this study, it was found that the consumers who use the online shopping mall and the offline shopping mall simultaneously evaluate the selection factors of the stores in the purchase process.

해외직접구매의 두 요소 : 자기효능감과 구매충동

Han-Suk Lee 한국유통과학회 2018 유통과학연구 Vol.16 No.8

Purpose – This research aims to investigate the factors that influence consumer’s overseas online shopping behavior. Consumers adopt overseas online shopping as a new buying way and more and more consumers prefer overseas online shopping than traditional shopping ways. Consumers’ behaviors in this shopping experience can be different from other shopping experiences. With the increase of overseas online shopping, we need to find antecedents and results of overseas online shopping. Especially there would be positive or negative factors which influence overseas online shopping motivation. To find the relationship, this study examines self-efficacy and impulsivity as major factors which influence overseas online shopping. We also suggest that several attitude factors increase self-efficacy and it is positively related to customer satisfaction. On the other hand, we assume that overseas online shopping factors influence impulsivity of buying and it will decrease customer satisfaction. Research design, data, and methodology – This empirical study data were collected from Korean people who experience overseas online shopping. The subjects for this study were confined to shoppers who used overseas online shopping within the past six months. A total of 267 responses were gathered. SPSS 23.0, PLS 2.0 software were used in the data analysis. Descriptive statistics were used to show sample characteristics. We examined reliability, validity test for constructs. All measurement items used seven-point scales(1= very strong disagree, 7 = very strongly agree) drawn from previously published papers. Partial Least Square method was applied to find the relationship between antecedent factors and dependent factors and hypotheses were estimated. Results – Results show that perceived superiority, perceived ease of use, perceived transaction safety, perceived behavioral control positively affect self-efficacy. Self-efficacy influences positively to consumer’s post purchase satisfaction. Perceived monetary benefit and perceived uniqueness motivated impulse buying. This can make consumer’s post purchase dissatisfaction. Conclusions – This paper attempted to confirm the existence of both the positive and negative faces of overseas online shopping. The result reveals that self-efficacy is a major factor which may increase satisfaction in the overseas online shopping. Usually, we can think monetary benefit and uniqueness of products motivate overseas online shopping. But it can also intrigue impulse buying and negatively affect customer relationship. Therefore companies should provide enough products information to their potential customers and they might apply adequate processes such as recommendation, comparing systems to build long term relationship with their customers.

DEA Malmquist 생산성지수를 이용한 우리나라 온라인쇼핑업체의 다기간경영효율성분석

마진희,자윤호,안영효 한국유통과학회 2015 유통과학연구 Vol.13 No.4

Purpose - Online shopping enables consumers to conveniently purchase products irrespective of the time and place. As a result, several online shopping companies have emerged to cater to this growing market and, therefore, the competition among them has become increasingly intense. This paper evaluates the comparative efficiency of online shopping companies for a multi-year period (2009-2013), in order to help online shopping managers identify major drivers for enhancing management efficiency and the subsequent competitiveness. Research design, data, and methodology - The researchers collected the data from 2009 to 2013 from the distribution yearbook. This paper analyzes the marketability (sales figures), profitability (business profits), and management conditions (net profits) of domestic online shopping enterprises by incorporating information on human resources (number of employees) and material resources (total assets and capital). Therefore, the number of employees, total assets, and capital are selected as input variables, and sales figures, business profits, and net profits as the output variables. In this study, Data Envelopment Analysis (DEA) was used to measure the comparative efficiency of domestic online shopping companies. In addition, the Malmquist Productivity Index was used to evaluate the trend of change of Decision Making Units' (DMUs') efficiency for a multi-year period.Results - First, as of 2013, Interpark (2.415) was found to be the most efficient online shopping enterprise, followed by Aladdin Communications (2.117), Hyundai Home shopping (1.867), Home&Shopping (1.176), NS Home shopping (1.170), Commerce Planet (1.126), CJ O Shopping (1.105), Ebay Korea (1.088), and GS Home Shopping (1.051). Second, this study recognizes how the management efficiency has changed for the period 2009-2013. Third, the lesser the capital and employees, the more are the net profits, and the better is the management efficiency of domestic online shopping companies. Lastly, the productivity of such companies is influenced by endogenous factors rather than exogenous factors such as shifts in business environment and technological advances. Conclusions - DHC Korea influenced various distribution channels to reach customers through the Internet. Consequently, this helped in increasing the awareness about its products, in addition to an increase in sales. These achievements can be attributed to the characteristics of online shopping companies. Although it is easy for these companies to suggest goods for one-off purchases, they however have difficulties in retaining customers. Overcoming this challenge can be one of the ways to benchmark a successful case of an efficient company. For example, an online shopping company can attract customers by developing a corresponding mobile application as a convenient way to shop online. Additionally, they can satisfy customers by quick delivery of purchased products, which is possible by building an effective logistics network. Our study indicates that the productivity of an online shopping company was influenced by endogenous factors driven by improvements in managerial practices rather than exogenous factors. Accordingly, online shopping companies should adopt strategies to improve their operational efficiency rather than sales volume-oriented management.

What Happens When Luxury Brands are Sold via Online Shopping?: Comparing the Online Shopping Model Between a Luxury Brand and a Mass Brand

최은정 한국소비자·광고심리학회 2011 한국심리학회지 소비자·광고 Vol.12 No.2

Despite the emerging growth of luxury shopping online, there have been few studies examining what happens when luxury brands are sold online, from the perspectives of product quality and online shopping values perspective. Thus, this study developed an online shopping model, which was then empirically tested with structural equation modeling. Using a two-factorial research design, this study looked at a luxury brand (Chanel) by comparing a massbrand (Uniqlo) as the control variable. Data was obtained, using a within - subject survey, from 275 luxury consumers. Overall, the results showed that people perceived the brand quality of luxury and mass brands differently, when these products were sold online. Luxury consumers had the low quality perception on luxury brands online, and the positive relationship between the quality perception and shopping value for luxury brands was weaker than for mass brands. In contrast to the previous shopping literature, the study found that the online shopping values for luxury brands and entertainment did not affect purchase intention. Financial risk had a strong negative impact on online shopping values and positively influenced search intention. The results found that the online shopping values did not influence purchase intention online because of the low perception of luxury brand quality and a perception of high financial risk perception associated with online shopping. For the managerial implication, both luxury manufacturers and online retailers should be cautious when selling luxury brands online. They need to develop better online shopping value offerings, such as low financial risk and high entertainment.

OFFLINE SOCIAL INTERACTIONS AND ONLINE SHOPPING DEMAND: DOES THE KIND OF SOCIAL INTERACTIONS MATTER?

Jeeyeon Kim,Mingyung Kim,Jeonghye Choi 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

We investigate the effect of offline social interactions on online shopping demand and the moderating role of online channel preference in this offline-online relationship. To be specific, we intend to obtain empirical evidence by answering the following questions. First, do offline social interactions affect online demand? Second, to what degree do the active versus passive kinds of offline social interactions have the differential influence on online shopping demand? Third, how does online channel preference affect the effect of offline social interaction on online shopping demand? Drawing on the related literature in the fields of social interactions and Internet retailing, we hypothesize that the active kind of offline social interactions exerts positive influence on online shopping demand whereas the passive kind of offline social interactions has negative effects. We further hypothesize that online channel preference weakens the influence that offline social interactions has for online shopping demand. Both the positive impact of active interactions and the negative impact of passive interactions diminish in determining online shopping demand as online channel preference gets greater. We obtained sales data between January 2008 and April 2010 from a leading Internet retailer that sells baby products in the U.S. The data includes the information of zip codelevel sales and shipping days. We merged this proprietary data with the following three commercial datasets purchased from ESRI (Environmental Systems Research Institute): (1) 2011 Civic Activities Market Potential, (2) 2011 Internet Market Potential, and (3) 2011 Baby Products Market Potential). Each of these datasets includes the information of offline social interactions, online shopping preferences and offline baby product sales, respectively. Finally, as we focus on the zip code-level interplay between offline social interactions and online demand, we control for regional demographics and market condition. As such, we obtained the 2010 Census data and 2009 ACS (American Community Survey) data to account for overall local environments (e.g. population density of children aged less than five years, percentage with college education). Our empirical analyses and hypotheses testing provide the following important findings. First, active offline social interactions have positive effects on online shopping demand. This indicates that active social interactions reflect information exchange among long ties, and this informational influence in turn reduces any risk and uncertainty associated with online shopping. Second, passive offline social interactions have negative effects on online shopping demand. This suggests that passive social interactions take place among local ties and generate normative influence to conform to the expectations of others about shopping behavior, making online shopping as a new channel less attractive there. Third, online channel preference is significantly positive on online shopping demand, confirming prior studies on the relationship between channel preference and demand (Changchit et al. 2014; Valentini et al. 2011). Fourth, the positive effect that active offline social interactions have for online shopping demand decreases as online channel preference increases. Regions with strong online channel preference are likely to have well-established channel propensity and the informational influence of social interactions in reducing uncertainty becomes weaker. As such, social interactions do not play a role in spreading information about the online marketplace in regions where online channel benefits are well understood (Burt 1992, 2005; Harrigan et al. 2012). Lastly, the negative influence of passive offline social interactions gets smaller as online channel preference gets greater. Online channel preference reflects the locally-determined attractiveness of the online marketplace, and this in turn weakens normative influence to conform to the expectations and shopping behaviors of local ties.

The Effect of E-SERVQUAL on e-Loyalty for Apparel Online Shopping

Eun Young,Kim,Vanessa P Jackson 한국마케팅과학회 2009 마케팅과학연구 Vol.19 No.4

With an exponential increase in electronic commerce(e-commerce), marketers are attempting to gain a competitive advantage by emphasizing service quality and post interaction service aspects, which leads to customer satisfaction or behavioral consequence. Particularly for apparel, service quality is one of the key determinants in encouraging customer e-loyalty, and hence the success of apparel retailing in the e-service quality (E_SERVQUAL) factors and their unique effects on e-loyalty for apparel online shopping based on Parasuraman et al's (2005) framework. Specific objectives of this study are to identify underlying dimension of E-SERVQUAL, and analyze a structural model for examining the effect of E-SERVQUAL on e-loyalty for online apparel shopping. For the theoretical framework of service quality in the context of online shopping, literatures on traditional and electronic service quality factors were comparatively reviewed, and two aspects of core and recovery services were identified. This study hypothesized that E-SERVQUAL has an effect on e-loyalty, customer satisfaction has a positive effect on e-service loyalty for apparel online shopping, and customer satisfaction mediates in the effect of E-SERVQUAL on e-loyalty for apparel online shopping. A self-administered questionnaire was developed based on literatures. A total of 252 usable questionnaires were obtained from inline consumers who had purchase experience with online shopping for apparel products and reside in standard metropolitan areas, in the United States Factor analysis (e g, exploratory, confirmatory) was conducted to assess the validity and reliability and the structural equation model including measurement and structural models was estimated via LISREL 8 8 program. Findings showed that the E_SERVQUAL of shopping websites for apparel consisted of five factors Compensation, Fulfillment, Efficiency, System Availability, and Responsiveness. This supports Parasuraman (2005)'s E-S-QUAL encompassing two aspects of core service (e g, fulfillment, efficiency, system availability) and recovery related service (e g, compensation, responsiveness) in the context of apparel shopping online. In the structural equation model, there are five exogenous latent variables for e-SERVQUAL factors, and two endogenous latent variables (e g, customer satisfaction, e-loyalty). For the measurement model, the factor loadings for each respective construct were statistically significant and were greater that 60 and internal consistency reliabilities ranged from 85 to 88. In the estimated structural model of the e-SERVEQUAL factors, the system availability was found to have direct and positive effect on e-loyalty, whereas efficiency had a negative effect on e-loyalty for apparel online shopping. However, fulfillment was not a significant predictor for explaining consequences of E-SERVQUAL for apparel online shopping. This finding implies that perceived service quality of system available was likely to increase customer satisfaction for apparel online shopping. However, it was not supported that e-loyalty was determined by service quality, because service quality has an indirect effect on e-loyalty (i e, repurchase intention) by mediation effect of value or satisfaction in the context of online shopping for apparel. In addition, both compensation and responsiveness were found to have a significant impact on customer satisfaction, which influenced e-loyalty for apparel online shopping. Thus, there was significant indirect effect of compensation and responsiveness on e-loyalty. This suggests that the recovery-specific service factors play an important role in maximizing customer satisfaction levels and then maintaining customer loyalty to the online shopping site for apparel. The findings have both managerial and research implications. Fashion marketers can establish long-term relationship with their customers based on continuously measuring customer perception for recovery-related service quality, such as quick responses to problem and returns, and compensation for customers' problem after their purchases. In order to maintain customers' problem after their purchases. In other to maintain e-loyalty, recovery services play an important role in the first choice websites for consumers to purchase clothing. Given that online consumers may shop anywhere, a marketing strategy for improving competitive advantages is to provide better service quality, maximize satisfaction, and turn to creating customers' e-loyalty for apparel online shopping. From a researcher's perspective, there are some limitations of this research that should be considered when interpreting its findings. For future research, findings provide a basis for the further study of this important topic along both theoretical and empirical dimensions. Based on the findings, more comprehensive models for predicting E-SERVQUAL's consequences can be developed and tested. For global fashion marketing, this study can expand to a cross-cultural approach into e-service quality for apparel by including multinational samples.