온라인 上에서 衣類製品의 返品 經驗이 브랜드에 對한 態度에 미치는 影響 硏究

Abstract

On-line clothes sale are on the increase, and the returns(for replacements or refunds) of the clothes arealso increasing. Many studies on off-line consumers complaints were made before, but few studies onthe returns of clothes sold on-line have been made.From this viewpoint, this study was conducted to know what effect returns of clothes sold on-line haveon their brands. Therefore, this study was first focused on the factors affecting complaint acts(returnintention or return acts) such as lack of information and recognition of product, delivery errors andproduct defects concerning on-line sales, and second investigated the changes of buyers attitude towardthe brand following the their acts of returning the buyers, and third looked into the changes of on-linebuyers attitude toward the brand.The study is carried out by subdividing the objects of the study into return action(replacement,refundment) and purchasers who experienced return intention. Such experience is demonstrativelyanalyzed to find how it has affected the attitude toward the brand.The study comes up with the following outcomes.First, the effect factor causing complaint action(return action, return intention) on-line is shown as thelack of the information and recognition of the product.Second, it is revealed that the effect factor causing complaint(return action, return intention) does notlie in an error in delivery or a defect of a product.Third, the positive response of a brand to a return action does not raise the repurchasing intention andpositive attitude of purchasers who experienced returning a product, but lowers their private complaintaction intention .Fourth, the repurchase intention of purchasers who experienced return intention for the brand islowered, but their negative attitude and private complaint action intention is not raised.