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소셜커머스를 통한 패션제품 구매자의 만족도와 재구매 의도에 관한 연구
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  • 소셜커머스를 통한 패션제품 구매자의 만족도와 재구매 의도에 관한 연구
저자명
이민지,정성지,전양진,Lee. Min-Ji,Chung. Sung-Jee,Jeon. Yang-Jin
간행물명
한국의상디자인학회지
권/호정보
2012년|14권 2호|pp.63-74 (12 pages)
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한국의상디자인학회
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이 논문은 한국과학기술정보연구원과 논문 연계를 통해 무료로 제공되는 원문입니다.
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기타언어초록

The purpose of this study was to find factors affecting satisfaction and intention to re-purchase fashion goods through social commerce. A questionnaire method was applied for 123 women aged from twenties to thirties, with buying experience in fashion goods through social commerce. Independent variables were service quality, fashion shopping orientation, and demographics. Factor analyses and multiple regression methods were used to analyze data. Factor analyses resulted in two factors for service quality and resulted in four factors for fashion shopping orientation. The results of multiple regression analyses showed that convenience & benefits and site layout factors of the service quality had significant impacts on satisfaction in fashion social commerce. Those two service quality factors, demographics like job, and satisfaction were shown significantly important to predict intention to re-purchase fashion goods on social commerce service. Intention to re-purchase was best explained in the model with satisfaction as an independent variable. Meanwhile, shopping orientation factors were not important in any model.