온라인 의류 쇼핑몰에서의 반품에 영향을 미치는 요인에 관한 연구

Abstract

Currently, the e-commerce market has continued to grow significantly for more than 10 years, and the transaction volume is further increasing in the face of the special situation of COVID-19. Fashion(28.2%) accounted for the highest percentage of online shopping transaction amount by product group in 2020. Also, as a result of analyzing the cases of consumer damage received in 2016, among the 26 product groups, ‘clothes and textile personal items’ with 2,442 cases(28%) were the most damaging to domestic e-commerce consumers. Return rate management is an important performance management indicators in the e-commerce industry because the entire process, including a decrease in satisfaction for consumers, return consultation by a customer center agent, and the cost handling process for receiving and collecting returns through a courier company are all counted as expenses. regarded as one of the indicators.<BR> In this paper, the factors affecting returns were studied by targeting customers who have purchased and returned clothing products from online fashion shopping malls. A survey was conducted on 184 online shopping mall users, and 5 factors(difference between picture and reality, change of mind, defective delivery, defective quality and defective service) influencing the return of clothing products through exploratory factor analysis were found that reliability and validity were secured through the confirmatory factor analysis process. It is judged that more data collection and research on the relationship between returns and customer satisfaction are needed in the future.