패션 인터넷쇼핑몰의 특성과 고객특성이 구매의도에 미치는 영향에 관한 연구

목차

Ⅰ. 서론

Ⅱ. 이론적 배경과 가설설정

Ⅲ. 연구방법

Ⅳ. 실증분석

Ⅴ. 결론

본문내용

[http://knp.adic.co.kr/knp99_ spring.]
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Abstract
An Empirical Study on the Effects of the Characters of Online Retailing and Shoppers on Consumers' Buying Intention in the Fashion Mall
Park, Sung-chul
Ji, Seong-goo
Kim, Woong-jin
The objective of this research is to ascertain effects of the features of online retailing and the characters of shoppers on consumers' buying decision in the fashion category.
For the study, the hypotheses were proposed through literature review and a survey of the experienced online shoppers was conducted. For the analysis of data, reliability test, validity test, factor analysis, multiple regression analysis were used with SPSS for windows(10.0).
The major findings of this research are as follows. First, interfaces, convenience, security, price strategy, delivery policy, products strategy, and famous brands are the important factors in online shoppers' buying intention. Secondly, the innovation-oriented character and the fashion-oriented character of customers are important factors in online shopper's buying intention.
These result give some managerial implications that interfaces, convenience, security, price strategy, delivery policy, products strategy, and famous brands are needed to consider for the performance of fashion online shopping mall
Key Words : Fashion online shopping mall, Buying intention, Online retailing, Online shoppers

키워드

인터넷 쇼핑몰,   패션,   구매의도,   패션 인터넷쇼핑몰,   고객특성,   통신기술,   인터넷마케팅