수많은 정보의 홍수 속에서 소비자는 자신의 감성에 맞는 스타일을 선택하기 원하므로 개인화 서비스에 대한 효용과 필요성이 꾸준히 증가하고 있다. 본 연구에서는 적극적 개인화 쇼핑몰의 샘플 동영상을 직접 제작하여 인터넷 쇼핑몰 이용자 대학생 170명에 대하여 이를 경험하도록 하였고 이에 따라 소비자 반응이 변하는 것을 측정하였다. 또 소비자의 개인화의 수준에 따라 소비자의 웹사이트 평가, 만족도/인터넷 행동, 제품품질평가 등 반응도 조사하였다. 또한 이를 선호쇼핑몰의 종류, 인터넷 쇼핑몰 접속 횟수에 따라 차이가 존재하는지를 조사하였다. 결과는 첫째, 적극적 개인화 쇼핑몰을 이미 경험해본 대학생 소비자의 경우 적극적 개인화 수준이 높게 나타났다. 선호 쇼핑몰의 종류에 따라서 소극적 개인화 수준이 달랐는데, 일반의류 쇼핑몰을 선호하는 사람들이 낮고 복합대형쇼핑몰과 소셜커머스를 선호하는 사람들은 소극적 개인화 점수가 높았다. 둘째, 대학생 소비자의 적극적 개인화 동영상 경험 전후에 따라서 만족도/인터 넷행동, 제품품질 평가는 변화하지 않는 것으로 나타났으나, 소극적 개인화 점수는 감소하고 적극적 개인화 점수와 웹사이트 평가는 증가하는 것으로 나타났다. 셋째, 인터넷 쇼핑몰 접속 횟수는 만족도/인터넷행동, 웹사이트 평가와 정적 상관이 있는 반면에, 적극적 개인화 요소는 만족도/인터넷 행동, 웹사이트 평가와 부적 상관이 있었다.

The purposes of this study was to identify fashion shoppers’perceived risk and satisfaction while shopping at overseas online shopping malls based on their internet shopping values. A self-administered questionnaire was used for data collection and an internet survey was conducted from April 12~15, 2015. Most consumers purchased one or two fashion items at overseas online malls directly, motivated by low prices, and spent 200,000~400,000 won during the last one year. The factors of consumers’ internet shopping values were information, hedonics, and practicality. Factors of perceived risk were delivery and refund, price and approval, and product and shopping mall. Consumers were divided into three categories: heavy pursuit shoppers, intermediate shoppers, and uninformed shoppers based on their internet shopping values. Heavy pursuit shoppers were primarily female; they spent more, felt a deeper patronage with overseas online shopping malls and their perceived risk regarding delivery and refund was higher than the other shoppers. The group of uninformed shoppers were primarily male. They spent less, had low patronage with overseas online shopping malls, and their perceived risk regarding delivery and refund was lower than other shoppers. Overall satisfaction was positively affected by information provided while shoppers were surfing the overseas online shopping malls and practicality. Satisfaction was negatively affected by perceived risk regarding price and approval and difficulty in finding specific products while shopping at overseas online shopping malls.

This study was to examine the service and the product evaluation factors of Korean internet fashion shopping malls and to suggest marketing implications for Korean internet fashion shopping malls wanting to expand into the Chinese market. This study conducted a questionnaire survey for college female students in Qingdao, China, who have shopped at Korean internet shopping malls, and 310 surveys were used in the final analysis, frequency analysis, factorial analysis, and regression analysis. The results of the study were as follows. First, Most of the respondents answered that they found the Korean internet fashion shopping malls through the internet, and the most purchased item was outer clothing. Second, the system stability and web site structure excellence factors had a positive influence on the service satisfaction for the shopping mall 'S', while the system satisfaction, service efficiency, interactivity and web site structure excellence factors had positive influences on service satisfaction for the shopping mall 'P', and the system satisfaction, service efficiency, interactivity factors had positive influences on service satisfaction for the shopping mall 'N'. Third, examining the correlation between product satisfaction for the shopping mall 'S', 'P', and 'N' with fashion product evaluation factors showed that, design factors and quality excellence factors of the three shopping malls had positive influences on product satisfaction. The results of this research provide useful information in forming an efficient operating system and improving marketing strategies for internet fashion shopping malls planning to enter or having already entered the Chinese market.

The purpose of the study was to investigate whether customer perception on internet fashion shopping mall characteristics influences positive emotion on internet shopping and relationship formation. For data collection, a questionnaire was administrated from February 20th to March 3th in 2012 to 362 adults who have purchased the products from internet fashion shopping mall. The analysis explores the effect of internet shopping mall characteristics on positive shopping emotion and relationship quality. It also tests the mediation effect of positive shopping emotion for the influence of internet fashion shopping mall characteristics on relationship quality. The results are as follows. First, the perceived internet fashion shopping mall characteristics had positive effects on relationship quality. Second, the perceived internet fashion shopping mall characteristics had positively effects on positive shopping emotion. Third, the effect of positive shopping emotion had positive effects on relationship quality. Fourth, the effect of perceived internet fashion shopping mall characteristics on relationship quality, mediated by positive shopping emotion, was shown to be none.

Christensen(1997)은 혁신자의 딜레마(innovator`s dilemma)에서 디스크드라이브(disk drive) 시장을 사례분석한 뒤, 성공기업들이 후발자들에게 추월당하는 이유를 와해성 기술(disruptive technology) 때문이라고 주장하였다. 그러나 기술에 초점을 맞췄던 그의 초기 이론은 시간이 지남에 따라 모든 종류의 혁신들을 설명하는데 적용되었으며, 이 과정에서 그는 기술(technology)과 비즈니스 모델(business model)을 개념적으로 구분하지 않고 초기 와해성 이론을 광범위하게 적용하였다(Markides, 2006). 또한 그의 이론은 시장과 산업의 변화를 체계적으로 설명하기 위한 이론적 모형으로서 설명력이 떨어지며, 이론적 모형으로서의 명료함을 높일 수 있는 추가 작업들이 필요하다는 지적이 있었다(Danneels, 2004). 본 연구에서는 C.M. Christensen에 대한 기존 연구들의 지적들을 바탕으로 와해성 이론의 설명력을 높이기 위해서는 와해성 혁신을 하나의 프로세스로 이해하는 것이 필요하며, 이 프로세스를 보다 명료히 이해하기 위해 기술의 혁신과정(phase of technology innovation)과 비즈니스 모델의 혁신과정(phase of business model innovation)으로 나누어 구분하고자 한다. 또한 이 과정에서 기술과 비즈니스 모델을 연결하는 개념으로서 보완기술(enabling technology)의 역할을 강조하고자 한다. 본 연구가 제안하는 개념적 틀의 타당성을 인터넷 쇼핑몰의 성장과정에 적용하여 검증하고자 한다. 그 결과 첫째, Christensen이 와해성 혁신이라고 주장한 인터넷 관련 비즈니스 모델은 성장과정에 있어 기술적 성장과 비즈니스 모델의 성장으로 구분이 가능한 과정이었다. 둘째, 와해성 혁신 단계에 도달하기 위해서는 핵심 기술(core technology)과 비즈니스 모델 사이에 보완기술이 존재하며 보완 기술의 성숙 정도에 따라 비즈니스 모델의 완성도가 결정되어, 혁신의 시장성과가 결정됨을 확인하였다. 따라서, Christensen이 언급한 와해성 혁신은 기술의 혁신과 비즈니스 모델의 혁신으로 구분할 때 보다 명료한 이해가 가능하며, 보완기술이 존재할 경우 비즈니스 모델의 시장성과는 핵심 기술이 와해성 기술로 인정받은 직후보다는 보완기술들이 성숙된 이후에 더욱 확연히 드러남을 증명하였다.

In this research, we proposed a quality evaluation standard model which is suitable for the internet shopping mall based on the Malcolm Baldrige National Quality Award model. A 7-Point Likert Scale was used based on the seven categories within the 2008 Ma

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.

In this research, we proposed a quality evaluation standard model which is suitable for the internet shopping mall based on the Malcolm Baldrige National Quality Award model. A 7-Point Likert Scale was used based on the seven categories within the 2008 Malcolm Baldrige Criteria: Leadership, Strategic Planning, Customer and Market Focus, Measurement Analysis and Knowledge Management, Workforce Focus, Process Management, and Result. Furthermore, we analysed the validity and causal relationship among the factors within the model. The goal of this research is to find a rational standard to evaluate internet shopping malls nationwide and help the structuring and the operation of these malls. The results may be used not only as a tool to evaluate internet shopping mall sites but also as a guideline to improve the quality of a internet shopping mall site that is under development.

The purpose of this study is to understand factors of risk perception and purchase obstruction by consumer characteristics and purchase experience of clothing in online. The collection of the research materials was progressed by online and offline. Out of 374 usable questionnaires used for examining this study, 278 questionnaires were collected from offline and 107 questionnaires were collected from online. Frequency analysis, factor analysis, reliability analysis, t-test, One-way ANOVA and multiple regression analysis using SPSS WIN 12.0 were conducted. Three factors of perceived risk were extracted: harmonic/image, quality/shopping process, payments. Based on these dimensions, ANOVA was conducted. The results indicated that the more purchasing experience people had, the less the extent of perceived risk they got, and quality/shopping process risk mostly among them. As the factors which obstruct purchasing decision, a security obstruction, a reliability obstruction, a convenient obstruction and an information insufficient obstruction are extracted. Also, the factors have got the result of same aspects as the perceived risk recognized by the Internet shopping experience. Meaningful differences between groups appear at security obstruction, reliability obstruction, and convenient obstruction. Perceived risk almost influenced on purchase obstruction when purchasing clothes in Internet shopping mall. When consumers perceiving harmony/image risk highly make decisions, they usually hesitate or abandon due to reliability obstruction, convenient obstruction. All the factors: including security obstruction, reliability obstruction, convenient obstruction and information insufficient obstruction made consumers perceiving quality/shopping process risk highly obstruct purchase decision.

As more consumers shop online and prefer private label apparel products, the importance of private label apparel brand of Internet shopping malls are increasing. This study investigated consumer attitudes toward private label apparel brand of Internet shopping malls. Attitudes were conceptualized into two sub-factors: utilitarian and hedonic. Based on findings of prior studies, subjective norm and familiarity were included as antecedents to attitude variables. Purchase intention and word of mouth intention were also included as consequence variables of attitudes. Types of Online shopping malls were considered as moderating variable. For the empirical research, the Online survey was conducted. Young male and female consumers who have experience in Internet shopping of clothing products participated in the study. 429 questionnaire were used for the final statistical analysis. Results indicated that subjective norm had significant influence on consumer attitudes toward private label apparel brand. Familiarity however did not have significant influence on attitude variables for general internet shopping malls. For specialized Internet shopping malls, familiarity had significant influence only on hedonic attitude. Attitude variables had significant influence on purchase intention and word of mouth intention. Subjective norm and familiarity had significant influence on purchase intention and word of mouth intention.

A lot of B2C Internet shopping mall companies are establishing various strategies in order to make a result to be further better than it. But They are experiencing trouble by restriction like manpower or financial issue. Therefore, trying to grasp how an

The purposes of this study identify how attributes of the website impact on consumer attitude toward the website. For this purpose, the study tested covariance structural model which set relationships among independent variables (interactivity and shopping value), meditated variable (relationship commitment), and dependent variables(attitude toward website). The data were collected from a sample of 239 internet shopper of college female students. The covariance structural model and research hypothesis analyzed by using SPSS 16.0 and AMOS 5.0 program. The results are as follows: First, the structural model is accepted significantly. Second, interactivity and shopping value of website have a positive influence on relationship commitment. Third, interactivity, shopping value of website, and relationship commitment have a positive impact on attitude toward the website. Forth, even if shopping value has not a positive influence on attitude toward the website, it was found to have a significant effect on attitude toward the website through the relationship commitment.

The purpose of this study is to identify the determinants of store loyalty for the Internet fashion shopping malls. As determinants, this study included self-image, perceived risk, and conformity. This study hypothesized that positive self-image influences the Internet fashion shopping mall loyalty through perceived risk and conformity. Regarding the relationship between perceived risk and conformity, this study hypothesized that perceived risk positively influences conformity. Using convenience sampling method, data were gathered by surveying university students living in Seoul. Two hundred forty four questionnaires were used in the statistical analysis, and factor analysis and path analysis were conducted using structural equation modeling in analyzing data. The results showed that positive self-image significantly influenced the internet fashion shopping mall loyalty indirectly by influencing perceived risk. The results also showed that perceived risk positively influenced conformity which positively influenced the internet fashion shopping mall loyalty.

In spite of the fact that the food group(Food, Drinks and Health foods & Agricultural and Marine products) occupies little position in total sales of Internet shopping mall, the food group's sales in cyber shopping mall in 2006 have increased 678.1% over 5 years. In addition to the fact that the food consumption pattern has changed from quality-oriented to convenience, health and safety-oriented, the need to decrease the opportunity cost created by housework is rising in the context of increase of women's work participation rate. The wind of change like these will become the foundation on which cyber food industry will be developed. The factors having an effect on consumer purchasing intentions when one buy foods through internet shopping malls are researched in this thesis. For the investigation, women of 697 were surveyed by a questionnaire, and the data were analyzed by the SPSS for WINDOW(Version 12.0). The result is as follows: Factors having an effect on food purchasing intentions are Convenience(Timesaving, Troublesomeness), Customer service(Responsiveness, Reliability, Empathy, Tangibility), Perceived Customer Risk(Economic, Social, Performance risk) and Shopping experience(Easy to find out, Easy process for payment) in order.