A Study on Internet fashion Shopping Mall Environments and Purchase Intention by Shopping Orientation

쇼핑 성향에 따른 인터넷 패션 쇼핑 몰 환경과 구매 의도에 관한 연구

  • Park Eun-Joo (Division of Clothing and Textile, Dong-A University) ;
  • Ha Myung-Jin (Division of Clothing and Textile, Dong-A University) ;
  • Kang Eun-Mi (Division of Clothing and Textile, Dong-A University)
  • 박은주 (동아대학교 의상섬유학부) ;
  • 하명진 (동아대학교 의상섬유학부) ;
  • 강은미 (동아대학교 의상섬유학부)
  • Published : 2005.08.01


The purposes of this study were to investigate the effects of shopping orientation on fashion shopping mall environments and purchase intention in internet fashion shopping mall. Data were obtained from 423 internet fashion shopping mall consumers who have experiences of buying products or visiting to internet fashion shopping mall in Busan, and were analyzed using by factor analysis, Cronbach's alpha, cluster analysis, ANOVA and Duncan test. The results showed shopping orientation perceived by Internet fashion shopping mall consumers were consisted five factors: Brand loyalty orientation, Economical orientation, Fashion orientation, Time saving orientation and Internet shopping orientation. Internet fashion shopping mall environments were composed of Visual information, Loading speed, Space composition, Product assortment, Checkout service, and Help desk. Consumers were classified by the shopping orientation into the Economical shopper, Fashion/brand shopper, and Convenience shopper. Economical shopper and Fashion/brand shopper rise in the estimation of Visual information, Product assortment, and Checkout service of shopping mall environment. Additionally, they were likely to have more intentions to purchase than the other types of shoppers in internet fashion shopping mall.