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.

본 연구는 농산물인터넷 쇼핑몰을 이용하는 소비자들의 만족도에 영향을 미치는 요인들을 조사분석하고, 그 만족요인과 구전(추천)의도와의 관계를 규명하는데 목적을 두었다. 실증적 분석결과를 요약하면 인터넷 쇼핑몰 구매동기는 신뢰성보다 편리성이 가장 큰 요인으로 나타났다. 고객만족요인은 신뢰성, 상품의 다양성, 배송 및 고객지원, 보안성 등으로 조사되었으며, 이에 대한 만족도는 배송 및 고객지원이 가장 높고, 상품의 다양성은 다소 낮았다. 인터넷 쇼핑몰 활성화를 위한 개선과제는 반품, 환불 및 고객불만 사항의 신속한 처리가 가장 요구되고 있으며, 안전하고 다양한 결제시스템의 구축, 다양한 이벤트 및 고객서비스, 물량조달체계의 구축 등이 필요한 것으로 나타났다. 특히 서비스품질에 있어서 신뢰성과 보안성에 대한 소비자만족이 구전의도에 크게 영향을 미치며, 시스템 품질에 대한 만족도 구전의도에 비교적 큰 영향을 미치는 것으로 나타남으로써 이에 대한 개선이 시급한 것으로 판단된다.

1990년대, 인터넷기술은 이미 사회발전 중에서 매우 중요한 역할을 하였다. 이에 따라 인터넷쇼핑도 신속한 발전을 전개하였다. 인터넷쇼핑이 이처럼 빨리 발전할 수 있는 것은 주요하게 선택의 범위가 넓고, 경쟁력이 있는 가격, 대량의 정보 및 제품 그리고 빠른 배송 등 편리성에 있다. 중국 E-business의 발전에 따라 중국의 인터넷쇼핑 사이트의 수량도 대폭 증가하였다. 인터넷쇼핑의 고객 만족도에 있어서 많은 학자들의 중시를 일으켰다. 종사자들은 인터