This study recognizes that individual's experience is important in change over Internet fashion consumers to Internet users, and find out fashion consumer's flow experience in Internet shopping of the fashion merchandise. Also, the purpose of this stu ...
This study recognizes that individual's experience is important in change over Internet fashion consumers to Internet users, and find out fashion consumer's flow experience in Internet shopping of the fashion merchandise. Also, the purpose of this study is to analyze that flow experience and perceived utilitarian value, service quality estimation, perceived risk have an effect on Internet purchase intention of the fashion merchandise and satisfaction degree in Internet shopping has an effect on Internet repurchase intention. Therefore, this study is try to find a marketing plan that Internet fashion shopping mall is increasing Internet fashion consumer's purchase/repurchase intention.
To fulfill this objectives, a survey was carried out from June 20 to July 30 in 2005, and an subject of study was married women aged from 20s to 30s in purchase experience of the fashion merchandise to Internet shopping mall. Data was collected Internet, that is auction, yesmami, blog of the search engines, naver and daum caf?, azoomma etc., and analyzed the 306 subjects. The statistics analysis method was frequency analysis, t-test, reliability analysis, factor analysis, multiple regression analysis, ANOVA analysis, Duncan Test etc..
4 hypotheses were accepted and 1 hypotheses were partially accepted, the result of this study were as follows.
First, a married women aged from 20s to 30s in purchase experience of the fashion merchandise to Internet shopping mall were skilled Internet enough to regarding Internet shopping as an easy thing, and was challenged in Internet activity. Their Internet skills, challenges and interaction had an effect on flow experience and perceived utilitarian value. Therefore, the more Internet skills, challenges and interaction were higher, the more flow and utilitarian value about Internet shopping was higher.
Second, a married women aged from 20s to 30s were high-purchased group of the fashion merchandise to Internet shopping mall, and had a repurchase intention in Internet shopping mall within the purchase experience of the fashion merchandise. Their flow experience and perceived utilitarian value had an effect on Internet purchase intention of the fashion merchandise. Therefore, the more flow experience and perceived utilitarian value were higher, the more Internet purchase intention of the fashion merchandise was higher.
Third, service quality estimation factors of responsibility, transaction easy, order convenience, site characteristics and perceived risk factor of social psychological risk had an effect on Internet purchase intention of the fashion merchandise. That is, the more site use was conveniently, price was lower, order was simply, and social psychological risk was lower, the more Internet purchase intention of the fashion merchandise was higher.
Fourth, a married women aged from 20s to 30s were satisfied with Internet purchase of the fashion merchandise in economy of shopping time and effort, low price, various payment method, convenience for shopping etc.. Their satisfaction degree in Internet shopping had an effect on Internet repurchase intention of the fashion merchandise. Therefore, the more satisfaction degree in Internet shopping was higher, the more Internet repurchase intention of the fashion merchandise was higher.
According to research results, this study proved that flow experience and perceived utilitarian value of a married women aged from 20s to 30s had an effect on Internet purchase intention of the fashion merchandise, and their satisfaction degree in Internet shopping had an effect on Internet repurchase intention of the fashion merchandise. Therefore, this study was suggested a marketing plan that Internet fashion shopping mall could be increasing Internet fashion consumer's purchase/repurchase intention.