니트 제품 소비자의 인터넷 쇼핑몰 속성 지각과 구매 후 행동에 관한 연구
A Study on Internet Shopping Mall Attribution and Post-purchase Behavior of Knit Wear Consumer
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The purpose of this study was to examine the Internet shopping mall attributes of knit product focusing on consumer's post-purchase behavior. There were rarely studies of Internet shopping mall concerning knit fashion product and post-purchase behavior. Two hundred fifty seven consumers had participated in this study. The data was analyzed by means, factor analysis, reliability, t-test, and regression analysis using SPSS program. As the result, consumers was divided into high and low group according satisfaction and loyalty. Second, delivery approval factor, product factor, promotion factor, convenience factor were extracted as factors of Internet shopping mall attributes. Third, there were different on 4 factors between satisfaction group, whereas there was no significantly difference on promotion factors between loyalty group. Fourth, production factor, convenience factor, promotion factor were significantly effected on satisfaction, satisfaction, production factor, convenience factor were significantly effected on internet shopping mall loyalty. Loyalty, satisfaction convenience factor, delivery approval factor were significantly effected on repurchase intention. Based on these results, internet shopping mall marketing strategies were suggested.
Abstract
The purpose of this study was to examine the Internet shopping mall attributes of knit product focusing on consumer's post-purchase behavior. There were rarely studies of Internet shopping mall concerning knit fashion product and post-purchase behavior. Two hundred fifty seven consumers had participated in this study. The data was analyzed by means, factor analysis, reliability, t-test, and regression analysis using SPSS program. As the result, consumers was divided into high and low group according satisfaction and loyalty. Second, delivery approval factor, product factor, promotion factor, convenience factor were extracted as factors of Internet shopping mall attributes. Third, there were different on 4 factors between satisfaction group, whereas there was no significantly difference on promotion factors between loyalty group. Fourth, production factor, convenience factor, promotion factor were significantly effected on satisfaction, satisfaction, production factor, convenience factor were significantly effected on internet shopping mall loyalty. Loyalty, satisfaction convenience factor, delivery approval factor were significantly effected on repurchase intention. Based on these results, internet shopping mall marketing strategies were suggested.
참고문헌 (17)
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