인터넷 쇼핑몰에 대한 위험지각과 패션의식이 인터넷 쇼핑몰 패션 PB제품에 대한 만족과 충성에 미치는 영향

The effects of perceived risk and fashion consciousness on satisfaction and loyalty toward fashion PB products in internet shopping malls

The purpose of this study was to examine the effects of risk perception and fashion consciousness of the consumer on the satisfaction and the loyalty toward fashion PB products offered in the internet fashion shopping malls. For data collection a questionnaire was administerd to 201 female college students in Gwangju City, who have purchased the fashion PB products in the internet shopping malls. To analyze the data, the SPSS 18.0 was used and frequency analysis, descriptive statistical analysis, factor analysis, reliability analysis, and regression analysis were conducted. The results were as follows, First, the risk perception toward the internet fashion shopping malls was classified into four factors: payment/security anxiety, price anxiety, delivery anxiety, and product anxiety, and risk perception did not affect the customer s satisfaction on the PB fashion products in internet shopping malls. On the other hand, it was found that risk perception significantly affected on the loyalty. Second, fashion consciousness was classified into four factors: brand priority, price priority, trend priority, and design priority. Fashion consciousness significantly affected on the customer’s satisfaction. However, it did not affect on the loyalty. Finally, customer’s satisfaction on the fashion PB products significantly affected on the loyalty .