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.