인터넷 쇼핑몰 유형별 패션 소비자의 불확실성, 후회경험 및 부정적 행동의도에 관한 연구

Abstract

This study investigated the uncertainty, regret experience, and negative behavior intention of fashion consumers according to the types of internet shopping malls. The data was obtained from internet fashion consumers, and 394 responses were used in the data analysis. The statistical analysis methods were frequency analysis, factor analysis, reliability analysis, t-test, ANOVA, and regression analysis. As results, the uncertainty of internet fashion consumers was composed of two factors; information uncertainty and preference uncertainty. The regret experience was composed of function or service regret, suitability regret, and product regret. Also, the negative behavior intention was composed of purchase switching intention and purchase deferral intention. The information uncertainty of fashion consumers positively affected the negative behavior intention in all types of internet shopping malls (e.g., open market, integrated shopping mall, and fashion specialized shopping mall). In open market, the preference uncertainty negatively affected the purchase switching intention; however, the preference uncertainty positively affected the purchase deferral intention. In open market and fashion specialized shopping mall, the product regret of internet fashion consumers positively affected the negative behavior intention. In addition, there were partially significant differences in the factors of uncertainty, regret experience, and negative behavior intention by gender and marital status of demographic characteristics. The results of this study will provide useful information to the marketing strategies considering fashion consumer's negative emotion and behaviors according to the types of internet shopping malls.