KOREASCHOLAR

Consumer confusion, shopping fatigue, and negative purchasing behavior in internet shopping environment 인터넷 쇼핑환경에서의 소비자 혼란과 쇼핑 피로감이 부정적 구매행동에 미치는 영향

Jong-Ouk Kim
  • 언어KOR
  • URLhttp://db.koreascholar.com/Article/Detail/409519
복식문화연구 (服飾文化硏究)
29권 4호 (2021.08)
pp.505-521
복식문화학회 (The Costume Culture Association)
초록

This study analyzed the effects of consumer confusion on shopping fatigue and negative purchasing behaviors in an internet shopping environment. Further, the effects of shopping fatigue on negative purchasing behaviors were analyzed. The survey was conducted among consumers in their 20s and 40s in the Seoul metropolitan area who had experience of purchasing fashion products through internet shopping. A total of 392 questionnaire were analysis, with frequency, reliability, factor, correlation, and regression analysis completed using the SPSS statistics program. The results of the study showed that consumer confusion and shopping fatigue in internet shopping environment affected negative purchasing behaviors. First, consumer confusion comprised overload confusion, similarity confusion, and ambiguity confusion. It was found that overload confusion and similarity confusion significantly affected shopping fatigue. Second, shopping fatigue significantly affected negative purchasing behaviors, and an increased level of shopping fatigue result in, increased purchase delay and non-purchase behavior. Third, consumer confusion (overload confusion, similarity confusion, ambiguity confusion) significantly affected purchase delay behavior, while similarity confusion and ambiguity confusion significantly affected non-purchasing behavior. These results will provide useful data for e-CRM and marketing directions of internet companies and will contribute to rational decision-making of internet consumers and improve the quality of consumer life.

목차
Abstract
I. Introduction
Ⅱ. Theoretical Review
    1. Consumer confusion
    2. Shopping fatigue
    3. Negative purchasing behavior
Ⅲ. Methods
    1. Research model and hypothesis
    2. Measurement
    3. Sampling and data analysis
IV. Results and Discussion
    1. Factor and reliability analysis of measure variable
    2. Correlation of measure variable
    3. Hypothesis verification
V. Conclusion
References
저자
  • Jong-Ouk Kim(중부대학교 교양학부) | 김종욱 Corresponding author