인터넷 쇼핑몰의 사이트 특성과 의류 소비자의 쇼핑성향이지각된 쇼핑가치 및 만족도에 미치는 영향

초록

The purpose of this study is to find out the important factors and efficient strategies concerning internet mar-keting. The areas of study interest are, the characteristics of on-line shopping mall and the consumer shopping propensity.To do this, a 24-item Internet shopping mall characteristics and a 13-item consumer shopping propensity variables weredeveloped to collect data from the 230 samples. The sample population composed mainly of, the college students and busi-ness man who had recent on-line shopping experiences on apparel goods. The 4-item satisfaction measure was used asthe dependent variable. Also, a 11-item perceived shopping value measure was developed and measured to explore themediating effect in the path between the endogenous and exogenous variables. Findings indicate that the characteristicspensity contributes to the utilitarian and hedonic shopping values. In addition, the characteristics of internet shoppingmall, the consumer shopping propensity, and shopping values are the good indicators for the consumer satisfaction. Key.words : internet shopping-mall, consumer shopping propensity, perceived shopping values, consumer satisfaction1. . .