KOREASCHOLAR

인터넷 쇼핑몰 속성 지각과 후회가 불평 행동과 재구매 의도에 미치는 영향 The Effects of Internet Shopping Mall Attributes and Regret on the Complaining Behavior and Repurchase Intentions

강지현, 정명선
  • 언어KOR
  • URLhttp://db.koreascholar.com/Article/Detail/49877
복식문화연구 (服飾文化硏究)
제18권 제4호 (2010.08)
pp.655-669
복식문화학회 (The Costume Culture Association)
초록

This study focused on examining methods for the favorable relationship between internet shopping mall and customers from a point of view that it was necessary for internet fashion market getting faced with keen competition to change its marketing focus from securing new customers to customer retention strategies. Measurement instruments were selected to measure these variables and a questionnaire was made. Data was collected in 491 men and women in their twenties residing in Gwangju city using the questionnaire. The analysis results were summarized as follows: First, in the failure to purchase fashion products in internet shopping mall, as consumer's favorable internet shopping attributes, their possibility of complaining and repurchase intentions became higher, and had negative effect on regret and dissatisfaction. Second, attributions of the result of a failure to purchase fashion products in internet shopping mall were found to increase regret and dissatisfaction. Third, customers experiencing regret and dissatisfaction showed a very high possibility of complaining but their possibility of repurchase intentions had negative affect.

저자
  • 강지현 | Ji Hyun Kang
  • 정명선 | Myung Sun Chung