온라인 의류 쇼핑몰 속성이 구매 만족도에 미치는 효과 -쇼핑 스타일의 조절효과를 중심으로-

초록

This paper examines the relationship between the online store attributes and the customer's shopping satisfaction. The effect of shopping styles and shopping mall type characteristics are being controlled in the causal relationship of the model. To do that, questionnaire survey was conducted to target samples ages between 20-40 years old who dwells in Seoul metropolitan area. Total of 285 valid sample data were collected to test study hypotheses. The results indicate that 12 out of 16 independent variables do have significantly influence dependent variable. Such study variables as price, product diversity, product information, and the speed of service could not verify significance on the shopping satisfaction. As for the controlling effects, 3 out of 6 control variables seems to have significant effects in the causal relationship between independent and dependent variables, such as the shopping trend, quality, and impulse orientations. The contribution of the study is in exploration of the different marketing strategies in different shopping styles between the different product characteristics and the customer satisfaction.

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