온라인 의복 구매시 추구혜택이 정보원이용과 구매의도에 미치는 영향

The Effect of Benefits on Usage of Information Sources and Purchase Intentions for Online Clothing Purchases

  This study examined the effect of online benefits on the usage of information source and online purchase intentions for clothing. A total sample of 253 usable questionnaires were obtained from respondents who access to the Internet at home. For data analysis, factor analysis and path model analysis were employed. Consumers benefit sought for online clothing purchases consisted of four factors: Product attributes, Transaction services, Security/Convenience, and Country of Origin. Information sources were classified into two types: Online and Offline sources. Estimated path model showed that benefit factors were significantly related to usage of information sources. Specifically, product attributes, transaction services and security convenience affected the usage of online sources, while product attributes and transaction service significantly affected the usage of offline sources. Also, both types of information source (e.g., online, offline) increased online purchase intentions for clothing. This study discussed managerial implications for online apparel retailing.