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A Study on College Womens Online Shopping Motivation Effect on Satisfaction Level in Purchasing Fashion Products
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여대생의 패션제품 온라인 쇼핑동기 요인이 쇼핑 만족도에 미치는 영향 연구

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Type
Academic journal
Author
Jin Kwon (강릉원주대학교) Yong Mun Kim (강릉원주대학교) So Hee Um (강릉원주대학교) Young Sook Lee (강릉원주대학교) Hyun Ri Woo (강릉원주대학교)
Journal
The Korean Society of Costume Journal of the Korean Society of Costume Vol.67 No.4 (Wn.203) KCI Accredited Journals
Published
2017.6
Pages
21 - 37 (17page)
DOI
10.7233/jksc.2017.67.4.021

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A Study on College Womens Online Shopping Motivation Effect on Satisfaction Level in Purchasing Fashion Products
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Abstract· Keywords

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Fashion market in the past had a physical structure, and the supply and demand developed within that space. However, this has changed with the development of online fashion market, as it no longer requires physical space. The purpose of this study was to examine the satisfaction level of online shopping purchase based on the purchase motivation of women in their 20’s. It aimed to look into how the online media affected the market, and find ways to improve the shopping malls according to the demands of the market. This study examined the effect of female students" online shopping motivation on their satisfaction with a premise that purchase motivation is related to the satisfaction level. The researched subjects were selected among female college students, and the regression analysis was done using the collected questionnaires. Results showed that economic purchase motivation, product purchase motivation, hedonic purchase motivation, and social purchase motivation had positive correlation to satisfaction level. The most influential factors to the satisfaction level were convenient purchase motivation and product purchase motivation, then social purchase motivation in shopping. Hedonic purchase and economic purchase were less influential than other factors in online shopping. Social purchase motivation factor is least influential when compared to others. As for detailed purchase motivations affecting the satisfaction level, reasonable price, latest fashion goods, interest and fun of online shopping, and the ease of shopping were important factors. The research result indicates that alternative shopping solutions can be better understood by examining the online shopping satisfaction according to purchase motivation, and improve current online shopping malls.
#fashion product(패션 제품) #online shopping(온라인 쇼핑) #online shopping behavior(온라인 쇼핑 행동) #satisfaction level of online shopping(온라인 쇼핑 만족도)

Contents

ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법 및 절차
Ⅳ. 연구모형 및 가설 설계
Ⅴ. 실증분석
Ⅵ. 결론
References

References (46)

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In, K. (2009). The Impact of Service Satisfaction on Repurchase Intentions and Word-of-Mouth: The Moderating Role of Relationship Quality and Service Involvement (Unpublished master's thesis). Ewha Women's University, Republic of Korea. Bae, J., Kim, Y., Park, J. & Lee, K. (2006). Purchase Motives of Fashion Products in Surrogate Internet Shopping Malls, The Korean Society of Clothing and Textiles, 31(3), 379-380. Bellenger, D. N. & Korgaonkar, P. K. (1980). Profiling the Recreational Shopper. Journal of Retailing, 56(3), 77-92. Brown, M., Pope, N., & Voges, K. (2002). Buying of Browsing? An Exploration of Shopping Orientations and On-line Purchase Intention. European Journal of Marketing, 37, 1666-1688. Gu, S. (2014). The Study on the Customer Satisfaction and Re-Purchase Intention on Social Shopping, Journal of the Korea Academia-Industrial cooperation Society, 15(4), 2048-2061.

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