The online shopping market is expanding, with online shopping malls now subdivided into personal computer(PC) and mobile versions. Meanwhile, various efforts to promote online sales are being carried out in a bid to improve performance, and detailed research is required to inform such strategies. The purpose of this study was to classify online shopping mall types into PC fashion malls and mobile fashion malls with the aim of assessing sales promotion satisfaction and investigating the relationship between sales promotion satisfaction and consumers’ behavioral intentions. Data were collected by a survey firm in June 2023, and 248 copies of the data were used for analysis. SPSS 28.0 was used to process the data, and frequency analysis, factor analysis, reliability analysis, and regression analysis were performed. The satisfaction factors for various sales promotions used by PC and mobile fashion shopping malls were empirically subdivided in consideration of consumer perspectives, and potentially effective marketing strategies were presented. Differences were observed in the type of satisfaction with sales promotion between PC fashion shopping malls and mobile fashion shopping malls and in the effect of sales promotion satisfaction on behavioral intention. Based on the study’s findings, effective sales promotion strategies that can increase satisfaction and enhance behavioral intention may be developed and implemented through the use of various and different sales promotion strategies in PC and mobile fashion shopping malls.

Offering a good shopping experience on the web is key for fashion luxury brands. However, it is not a field much analyzed by researchers. This research presents a systematic analysis of the usability of the web and its content in more than 60 fashion luxury e-commerce.

본 연구에서는 온라인 패션시장에서 소호 패션쇼핑몰의 성공적 창업의 성장 과정을 알아보기 위해 현재 성공적으 로 운영되고 있는 4개 소호 패션쇼핑몰을 대상으로 기업가 과정을 창업기회포착, 사업모델, 위기관리 및 사업성과 등 3개 단계로 구분하여 분석하였다. 사례연구의 결과는 다음과 같다. S사는 짧은 경력의 창업자가 패션감각과 기업 가정신으로 전자상거래를 창업한, 가격경쟁력과 디자인력, 다양한 상품구색을 갖춘 캐주얼 쇼핑몰로 데이터 관리/분 석, 유통채널 다각화를 통해 성장한 사례이다. B사는 짧은 경력의 창업자가 SNS 네트워크 역량과 기업가정신으로제조업/전자상거래를 창업한, 아이템 경쟁력과 스타트업 특성을 갖춘 컨템포러리 쇼핑몰로 브랜드 정체성 확립, 시장 확장을 통해 성장한 사례이다. M사와 C사는 보다 긴 경력의 창업자가 브랜드 인지도가 있는 소호 패션쇼핑몰 사례 이다. M사는 풍부한 경력과 디자인 정신의 창업자가 감성적/감각적 패션디자이너 브랜드를 창업하여 기업 지평을 넓히는 다양한 활동을 통해 성장하였고, C사는 디자인 역량과 기업가정신의 창업자가 감성 표현에 집중한 럭셔리 패션브랜드를 창업하여 적극적인 고객관리를 통한 브랜드인지도 및 매출 확보 등을 통해 성장한 사례이다. 본 연구 결과는 소호쇼핑몰 예비창업자나 창업과정의 교육 및 연구에서 기초자료로 활용될 수 있다.

최근 패션 e 커머스 시장이 팽창됨에 따라, 온라인쇼핑몰시장이 급격히 증가하고 있으며 경쟁이 치열한 상황이다. 많은 유통업자들은 온라인 쇼핑몰에 뛰어들어 물류서비스 품질에 대한 노력을 기울이고 있다. 본 연구는 패션온라인 쇼핑몰에 대하여 고객만족도와 재구매율에 영향을 주는 물류서비스 품질이 무엇인지, 또 성별에 따라서 차이가 있는 지 조사하였다. 200명의 온라인 쇼핑몰 이용자를 대상을 표집하였으며 SPSS25 패키지를 이용, 분산분석, 요인분석, t-test, 상관분석 등 통계 분석하였다. 그 결과, 반품이유에 따라서 성별에 따른 차이를 나타내었는데, 품질에 차이를 보이거나 다른 제품이 배달되어도 남성은 여성보다 반품을 덜 하고 있었다. 또 패션온라인 쇼핑몰에서도 반품물류서 비스는 일반적인 물류서비스 요소와 동일하게 정보성, 신뢰성, 신속성 등 3가지로 나눌 수 있었으며, 이에 대한 평가 와 고객만족은 정적인 상관관계를 나타내었으며, 이는 재구매 의도에도 유의한 영향을 미치는 것으로 나타났다. 셀 렉 쇼핑몰이 반품이유, 재구매 의도와 만족도가 높은 반면에 전문쇼핑몰이나 일반 쇼핑몰은 비교적 낮은 것으로 나타났다. 반품물류 유통은 물류서비스의 품질과 구성요소 뿐만 아니라

The purpose of this study is to develop a multi-dimensional scale measuring consumers’ perceived challenge in shopping fashion products online, and to verify its validity and reliability. Relevant literature is first reviewed to identify possible dimensions of perceived challenge. Next, Study 1 is conducted in order to explore the dimensions empirically and to see whether the dimensions that emerged were consistent with prior findings. A total of 190 responses to an open-ended question was qualitatively analyzed by using content analysis. The findings of Study 1 generate 26 items reflecting four dimensions (i.e., product knowledge, previous experience, website functionality, and product availability), which correspond to the dimensions suggested in literature review. Study 2 is subsequently conducted to refine the items so that the perceived challenge scale establishes cross-validation, convergent validity, discriminant validity, reliability, and predictive validity. A total of 238 responses is quantitatively analyzed by using exploratory factor analysis, confirmatory factor analysis, and structural equation modeling. In the results of Study 2, the perceived challenge scale is found to consist of a total of 16 items reflecting three dimensions: E-commerce Challenge (corresponding to Previous Experience reported in Study 1), Retailer Challenge (corresponding to Website Functionality), and Product Challenge (corresponding to Product Knowledge); all Product Availability items have been eliminated through the item refinement process. Specifically, E-commerce Challenge and Retailer Challenge are found to predict flow, supporting flow theory, while Product Challenge fails to lead to flow significantly. Implications, limitations, and suggestions for future studies are also discussed.

When substitute products are recommended, online consumers are more likely to evaluate products based on concrete attributes than abstract attributes and to perceive subordinate attributes as more important. When complementary products are recommended, concrete or subordinate attributes considered relatively less important, leading to less choice difficulty during the comparison process. Introduction Retailers use recommendation systems to support Internet shoppers who face the problem of searching for and selecting the right product from a vast assortment of options. Previous research argues that online recommendations help decision making by reducing consumers’ cognitive effort, while other studies claim that online recommendations increase consumers’ confusion (Xiao & Benbasat, 2007). One of the reasons for this lack of consensus seems the characteristics of recommendations not considered in the research. This study attempts to investigate how recommended product types, whether they involve complementary or substitute products, influence consumers’ decision-making process when shopping for fashion products. We address recommendations of complementary and substitute products prime consumers’ construal levels in different ways; consumers compare products at a lower construal level when substitute products are recommended than when complementary products are. We also demonstrate that consumers, as a consequence, evaluate alternatives based on concrete attributes (i.e., the physical and aesthetic characteristics of products), as opposed to abstract attributes (i.e., values and qualities), when substitute products are recommended, and perceive product attributes previously considered less important as being more important after recommendations. Literature Review Recommendations of Complementary and Substitute Products A recommendation system is the electronic software that implicitly and/or explicitly elicits the interests or preferences of consumers and provides recommendations (Xiao & Benbasat, 2007). In online fashion stores, such a recommendation system is often found as a form of recommendations of substitute (i.e., similar) or complementary (i.e., matching) products on the product detail pages. Presenting complementary or substitute products on a webpage can serve as a product display that affects consumers’ purchase decision. Because online shoppers move through webpages vertically (i.e., between product list pages) or horizontally (i.e., from product list pages to product detail pages), the simultaneous comparison of all alternatives can be difficult (Lee & Yi, 2014). Accordingly, consumers make local choices after comparisons on a single page, which subsequently affects the global choice (Simonson & Tversky, 1992). To explain how recommending complementary or substitute products affects decision making, this study adopts Construal Level Theory (Liberman & Trope, 1998) as its theoretical framework. It claims that people construe an event or an object at different levels of abstraction, from a lower-level, concrete to a higher-level, abstract construal, and represent it more abstractly as psychological distance increases (Liberman & Trope, 1998). Recent studies of assortment found that benefit-based organizations of assortment lead to more abstract construal, relative to attribute-based organizations of assortment (Lamberton & Diehl, 2013). Given that recommended substitute products share similar attributes with alternatives and are from the same product categories, the distance between the alternatives and recommended products is relatively short. Meanwhile, complementary products are recommended based on their benefits and selected among different product categories relatively far from the alternatives. Therefore, we suggest H 1 that consumers evaluate and compare alternatives in a concrete way when substitute products are recommended, on the other hand, in an abstract way when complementary products recommended. Recommendations and Product Comparison The attributes considered during evaluation are expected to differ since different levels of construal are induced by two types of recommendations. During the purchase decision, consumers often perform relative comparisons across options on attributes (Bettman, Luce, & Payne, 1998). For fashion products, both concrete and abstract attributes exist within a hierarchical structure, whereby abstract attributes are determined by concrete ones (Kim & Rhee, 1991). Prior research on construal level indicates that concrete attributes are emphasized as psychological distance decreases, whereas abstract attributes become salient as this distance increases (Liberman, Trope, & Wakslak, 2007). Accordingly, we posit H 2 that when substitute products are recommended, consumers weigh concrete attributes more than abstract attributes. On the other hand, when complementary products are recommended, where abstract benefits are emphasized, consumers consider abstract attributes more important than concrete attributes. Recommendations also influence consumers’ experience of difficulty during the comparison process. When examining alternatives based on attributes, consumers have a tendency to give more weight to attributes that they think are important (Dhar, Nowlis, & Sherman, 1999). Thus, choice task entails distinction between more and less important attributes (Sela, Berger, & Nardini, 2013), which leads to clear preference and less difficulty of choice. Research suggests that construal level affects the change in attribute weights for central or peripheral features in that a high construal level decreases comparison relative to a low construal level by shifting attention away from low-level details (Khan, Zhu, & Kalra, 2011). This finding implies that one can distribute attribute weights better at a high construal level, while one may weigh unimportant attributes heavily at a low construal level. Accordingly, we propose H 3 that consumers distinguish important core attributes from less important subordinate ones when complementary products are recommended. On the contrary, when susbtitue products are recommended, consumers consider subordinate attributes more important after recommendations, making the comparison of the alternatives difficult. Method Seven hundred and two females in their 20s and 30s in South Korea participated in online survey. The survey used a 2 (products: shirts and jackets) × 2 (recommendation: substitute and complementary) between-subject design. We randomly assigned half the participants to the shirts condition and the other half to the jackets condition. After giving purchasing scenarios with product assortments of six products, we asked participants to look around the assortments and select tentative purchase options. Participants then were asked to rate the perceived importance of concrete and abstract product attributes. Later, we recommended four substitute or complementary products for each of the two most preferred alternatives. After allowing participants sufficient time to explore the recommended products, we asked them to make their final decision. After indicating their choices, participants completed several questions related to their choice process on seven-point scales. We measured behavioral identification, perceived importance of concrete and abstract attributes, information overload during the selection process, and choice difficulty. To investigate the possibility that participants’ personal tendencies affect the choice, we additionally measured maximization tendency, fashion involvement and perceived fit for recommendation and Internet shopping experience. Finally, demographic characteristics were measured. The stimuli photos used in the study were collected from five Internet shopping malls to increase external validity, and selected on the judgments of the researchers and experts after a pre-test. Results Respondents exhibited no differences in maximization tendency, fashion involvement, perceived fit for recommendation, or experience of Internet shopping regardless of the recommended stimulant. However, as expected, respondents of substitute products with recommendations showed a lower behavioral identification score than did those of recommended complementary products. This result indicates recommendation of substitute products induces a lower construal level, accepting H 1. The perceived importance of product attributes varied by recommendations. Prior to product recommendations, no difference in the importance of concrete or abstract attributes was observed between the groups. However, the perceived importance of concrete attributes increased after recommendation of substitute products, while no significant change in the importance of concrete attributes was found after recommendation of complementary products. Recommendation have no effect on the change in the perceived importance of abstract attributes. Rather, product type did have an effect: the importance of abstract attributes increased after recommendations when jackets were compared. These results imply that recommendation of substitute products solely had an effect on the evaluation of concrete attributes, partially supporting H 2. Recommendations were also found to affect the increase in the importance of subordinate product attributes. Participants were likely to weigh subordinate, concrete attributes more after recommendation of substitute products than after recommendation of complementary products. In addition, when substitute products were recommended, participants considered subordinate, concrete attributes more importantly than subordinate, abstract attributes. The increase in the importance of subordinate, abstract attributes was irrespective of recommendation type. This result supports the notion that recommendation types can systematically influence the evaluation of options. When substitute products were recommended, consumers tend to assess products based on concrete attributes and perceive subordinate attributes as more important than before recommendations. On the contrary, when complementary products were recommended, the types of attributes served as evaluation criteria were unchanged and did not accompany an increase in the importance of subordinate attributes. According to Sela et al. (2013), the distinction between important and unimportant attributes blurs as the importance of subordinate attributes increases, which implies it becomes difficult to compare options. Indeed, regardless of product types, respondents in the present study were more likely to experience difficulty in making a decision when substitute products were recommended than when complementary products were, supporting H 3. Conclusion This study contributes to theory and practice in many ways. Our work demonstrated that the recommendation type alters the perception of the importance of the attributes of fashion products by affecting consumers’ construal levels. Furthermore, we extended the literature on recommendation systems by identifying additional factors that influence consumers’ decision-making process. Prior research has focused on the horizontal presentation of recommendation. We, however, investigated how vertical presentation, namely recommendation on product detail webpages, affected the evaluation of alternatives. Practically, the findings have important managerial implications. Retailers provide recommendations to increase sales by helping consumers efficiently make a purchase decision. Nevertheless, consumers may engage in a complex comparison process when substitute products recommended. When complementray products recommended, the attributes used as comparison criteria are relatively consistent and steady. Thus, retailers can predict a consumer’s final choice based on the early prediction of his/her preferences. The results of this study are useful for offline retailers as well as online retailers wishing to marketing and sales strategies.

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.

The purposes of this study is to investigate the attitudes and value of fashion product description and consumer replies used in online shopping malls, and to examine the differences in the perceived reliability(objectivity, expertise, trustworthiness) preference and purchase intention toward the product as determined by the appeal type (evaluation-sentimental vs. factual-information) of the product description, the direction(negative vs. positive) and type(factual vs. evaluative) of consumer replies for the product in online shopping malls. Data was collected from female college students with fashion products purchase experience at online shopping malls by questionnaire survey (N=424) and analyzed by using frequency analysis, t-test and ANOVA. Results showed that consumers respondents tended to read product description and other consumer replies before purchasing, when shopping for fashion products through an on-line shopping mall. They thought that sellers' product description and the consumers' replies were helpful in making their decision; but, they were also skeptical about product description. Respondents showed higher perceived reliability, preference and purchase intention to the factual-information type product description than the evaluation-sentimental type. Positive consumer replies were more effective in yielding higher preferences and purchase intentions. Factual replies tend to yield higher reliability than evaluative replies.