인터넷 패션쇼핑몰 쇼핑동기와 점포속성이 만족 및 구매의도와 전환의도에 미치는 영향

Abstract

This study investigated the effect of shopping motivation and store attributes on satisfaction, purchase intention, and switching intention of internet fashion shopping malls. A questionnaire was conducted on 300 from November 13 to December 11, 2022, to achieve the purpose of this study. The final data were analyzed by frequency analysis, factor analysis, reliability analysis, t-test, ANOVA, Scheffe test, and regression analysis using SPSS WIN 22.0 program. The results were as follows. First, it was found that shopping motivation was classified into two factors convenience economy and hedonism. Second, it was found that store attributes were classified into four factors wide selection of product and diversity, safety and layout consistency, information benefits and ordering convenience, and reliability. Third, there were significant differences in shopping motivation, store attributes, satisfaction, purchase intention, and switching intention by major and purchase frequency. Fourth, as a result of analyzing shopping motivation as an independent variable and satisfaction as a dependent variable to examine the effect of shopping motivation on satisfaction, the factors of shopping motivation that could affect the satisfaction showed differently. Fifth, as a result of analyzing store attributes as an independent variable and satisfaction as a dependent variable to examine the effect of store attributes on satisfaction, the factors of store attributes that could affect the satisfaction of showed differently. Sixth, as a result of analyzing satisfaction as an independent variable and purchase intention as a dependent variable to examine the effect of satisfaction on purchase intention, all satisfaction had a positive effect on purchase intention. as a result of analyzing satisfaction as an independent variable and switching intention as a dependent variable to examine the effect of satisfaction on switching intention, satisfaction had a different effect on switching intention. Thus, it was found that shopping motivation and store attributes were influential variables in establishing a successful marketing strategy for an internet fashion shopping mall.