인터넷 쇼핑몰의 패션 제품 분류 방식의 효과

Abstract

Abstract This study examines the influence of product classification standards and structure on user perception aswell as their attitude towards online shopping sites. The causal relationships of variables are also examined.The analysis was based on an online survey with 247 responses. Four types of internet shopping sites weredeveloped and used as a stimulus. The results of the mean comparison analysis indicated that perceived va-riety, information overload, perceived shopping value and attitude towards the site varies significantly withproduct classification standards and structure. There was also of a marginally significant interaction betweenthe classification standard and structure on perceived variety and information overload. The causal relation-ship analysis revealed that perceived variety positively influenced hedonic and utilitarian shopping value.However, information overload had a negative effect on hedonic and utilitarian shopping value. Both thehedonic and utilitarian shopping value positively influenced attitudes towards the sites. This study demon-strates that classification method influences customer perception and attitude. It offers interesting insights ona product classification method as a strategic tool for online shopping.Key words: Product classification method, Perceived variety, Information overload, Shopping value, Atti-tude toward online shopping sites; 제품 분류 방식, 다양성 지각, 인지과부하, 쇼핑 가치, 인터넷 쇼핑몰 태도