The Impact of Service Perceptions and Product Perceptions on the Formation of Fashion Internet Shoppers' Satisfaction and Purchasing Behavioral Intentions

  • Lee, Seung-Min (Dept. of Textiles & Clothing, Kyungpook National University) ;
  • Ku, Yang-Suk (Dept. of Textiles & Clothing, Kyungpook National University)
  • Received : 2001.11.02
  • Published : 2001.12.31

Abstract

The purpose of this study was to develop the service and product perceptions' dimensions for fashion retail sites and to identify the service and product perceptions' dimensions influencing consumers' satisfaction and purchasing behavioral intentions for fashion retail sites. A set of self-administered questionnaires were e-mailed to an internet Research Panel consisting of members who had purchased fashion products or visited fashion retail sites. 799 questionnaires were analysed using frequency, percentage, exploratory factor analysis. Cronbach's ${\alpha}$, stepwise regression analysis utilizing SPSS 10.0. The service perception dimensions of fashion retail sites had reliability, convenience, incentive, responsiveness and tangibility. Online fashion product perception dimensions were product variety and product value. Consumer satisfaction was influenced by reliability, product variety, product value, convenience, incentive and responsiveness. Consumer satisfaction had a direct impact on purchasing behavioral intentions of fashion retail sites.

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