Price Sensitivity, Repurchasing and Switching Intention of Internet Fashion Consumers

Abstract

This study analyzed the effects of website and consumer's characteristics on price sensitivity as well as the effects of price sensitivity on repurchasing and switching intention. It ascertains differences in: website and consumer's characteristics, price sensitivity, and repurchasing and switching intention according to type of internet shopping mall. A survey was conducted from July 10 to August 20 in 2013, and 492 responses were used for data analysis. As a result, the reputation, ease of price search, and depth of product informa- tion positively influenced the price search and the interactivity of website characteristics positively influen- ced price importance. Product knowledge and information search of fashion consumers positively influen- ced price sensitivity. Also, the price sensitivity of internet fashion consumer positively influenced repurcha- sing intention. The price search positively affected the switching intention, while the price importance nega- tively affected the switching intention. Last, there were significant differences in the reputation, ease of price search, information search, price sensitivity, repurchasing and switching intention according to type of inter- net shopping mall.