인터넷 의류쇼핑몰의 서비스 품질과 구매의도의 영향 요인에 관한 연구
The Determinant Factors on the Service Quality and Buying Intention of Internet Apparel Shopping Mall？
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Abstract
The purposes of this study were to investigate component of service quality and to determine significant factors on the service quality and buying intention of internet apparel shopping mall. The data were collected from 212 female adults using questionnaire. Using SPSS package, Cronbach's α, factor analysis, and multiple regression analysis were performed. The results could be summarized as follows.1. The service quality of internet apparel shopping mall was perceived as reliability, advantage, responsibility, product assortment, tangibles, and rapidness.2. For perceived risk, privacy risk, economic risk, delivery risk, size risk, and quality risk were investigated. The perceived risk except economic risk and web search ability had an effect on the service quality of internet apparel shopping mall. 3. The most of perceived risk, web search ability, and advantage of the service quality had an effect on the shopping intent of the internet apparel shopping mall.Based on the these results, marketing strategies were suggested.