인터넷 쇼핑몰의 구매후기 특성이 판매촉진 추구혜택과 구매만족도, 재구매의도 및 구전의도에 미치는 영향
The Effect of Purchase Reviews of Internet Shopping mall on Benefits Sought of Sales Promotion, Fashion Customer's Purchase Satisfaction, Repurchase Intention, and Word-of-Mouth Intention
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With the development of modern society, not only have the Internet and e-commerce been progressed butthey also made 'consumption patten' diverse. Despite the internet clothing market growth, there is critical a disadvantage,which is consumers is not able to wear the products presented via online pictures. Thus, pictures on the internet are theonly information customers can get, which has caused consciousness on the importance of dealing with 'customer review'. In spite of the fact that 'customer review' has undeniably evolved to be one of customers' essential requisites, the researchon this subject is very limited. Until now, the studies on the internet shopping consumers' behavior mostly has to do withthe features of 'customer review' such as 'a sense of exaggeration', 'usability', 'duality' , 'purity', 'professionalism', 'reliability',and the 'similarity', etc.) Therefore, this study categorizes the characteristics of online shopping reviews to 'thenumber of reviews', 'the article-length', 'the existence of photos', 'the rewards for reviews', 'the contents of the reviews'and 'the freshness of the reviews' and reviews the impact of an features of 'customers' reviews' affecting the internet shoppingsales promotion. Moreover, it is to contribute to the marketing strategies of a shopping mall by analyzing consumers''purchasing satisfaction', 'the intention of repurchasing', and 'the factors of viral marketing'.
Abstract
With the development of modern society, not only have the Internet and e-commerce been progressed butthey also made 'consumption patten' diverse. Despite the internet clothing market growth, there is critical a disadvantage,which is consumers is not able to wear the products presented via online pictures. Thus, pictures on the internet are theonly information customers can get, which has caused consciousness on the importance of dealing with 'customer review'. In spite of the fact that 'customer review' has undeniably evolved to be one of customers' essential requisites, the researchon this subject is very limited. Until now, the studies on the internet shopping consumers' behavior mostly has to do withthe features of 'customer review' such as 'a sense of exaggeration', 'usability', 'duality' , 'purity', 'professionalism', 'reliability',and the 'similarity', etc.) Therefore, this study categorizes the characteristics of online shopping reviews to 'thenumber of reviews', 'the article-length', 'the existence of photos', 'the rewards for reviews', 'the contents of the reviews'and 'the freshness of the reviews' and reviews the impact of an features of 'customers' reviews' affecting the internet shoppingsales promotion. Moreover, it is to contribute to the marketing strategies of a shopping mall by analyzing consumers''purchasing satisfaction', 'the intention of repurchasing', and 'the factors of viral marketing'.
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