- 인터넷쇼핑몰 유형별 쇼핑몰속성이 화장품 쇼핑몰 재방문의도에 미치는 영향
- ㆍ 저자명
- 박은주,김지은,Park. Eun-Joo,Kim. Ji-Eun
- ㆍ 간행물명
- 한국의류산업학회지
- ㆍ 권/호정보
- 2010년|12권 1호|pp.38-45 (8 pages)
- ㆍ 발행정보
- 한국의류산업학회
- ㆍ 파일정보
- 정기간행물| PDF텍스트
- ㆍ 주제분야
- 기타
Cosmetics retailers would benefit from studies that examine which shopping-mall attributes can be manipulated to favorably affect consumer satisfaction and revisit intention at Internet. The purposes of this study were (1) to examine the dimensionality of shopping-mall attribute for cosmetics retailers, (2) to determine which dimensions of shopping-mall attribute were significant predictors of consumer satisfaction and revisit intention and (3) to find out the moderating effect of consumer satisfaction through shopping-mall attributes on revisit intention to buy cosmetics across the types of shopping-mall at Internet (i.e., total mall and specialty mall). Data were collected from 209 online cosmetic shoppers among high school girls. Factor analysis identified five dimensions of shopping-mall attributes at Internet, such as Convenience, Price, Loading speed, Sales promotion, and Service. Only two dimensions(i.e., convenience and service) were significant predictors of online shopper satisfaction in both total mall and specialty mall. The moderating effect of consumer satisfaction on revisit intention was significant in both two mall types at Internet. For total mall, price was a significant predictor through consumer satisfaction on revisit intention, while loading speed was a significant predictor directly on revisit intention for specialty mall. In light of the major findings, this study sets forth strategic implications for consumer satisfaction and revisit intention to buy cosmetics in the setting of electronic commerce.