인터넷 쇼핑몰 점포속성 지각이 의류제품 구매의도에 미치는 영향 및 비구매 요인에 관한 연구 = Effect of Internet shopping mall Attributes on Purchase Intention for Apparel on Internet

다국어 초록 (Multilingual Abstract)

The purposes of this study were 1) to identify predictors of consumers? apparel purchase on internet shopping malls and 2) to determine reasons that respondents didn?t have purchase intention of apparel on internet shopping malls. The data were collected via a self-administered questionnaire from 204 male and female students who experienced shopping for apparel on internet shopping malls, living in Cheju and analyzed by factor analysis, multiple regression analysis, t-test and paired t-test.Two predictors were found regarding purchase of apparel on the ?big box? internet shopping malls which sells various product categories; apparel quality and fun of order process. On the speciality internet shopping malls which sells only fashion goods, diverse apparel assortment and easy handling and fun of information search were identified as predictors of apparel purchase. Reasons that respondents didn?t have purchase intention of apparel on internet shopping malls were summarized and labeled as; difficulty of decision making due to virtual shopping environment, insufficiency of diverse apparels, users? unease handling, risk of incredible apparel quality, unfamiliarity of internet shopping and risks of unsecurity. Difficulty of decision making due to virtual shopping environment was determined as the most important factor of reasons that respondents didn?t have purchase intention of apparels in website.주제어(Key Words): 인터넷 쇼핑몰 점포속성(internet shopping mall attributes), 인터넷 의류제품 구매의도(purchase intention for apparel on internet), 인터넷 의류제품 비구매 요인(reasons for non-purchase of apparel on internet)