Determinants of Store Loyalty for the Internet Fashion Shopping Malls: Self-Image, Perceived Risk, and Conformity

인터넷 패션 쇼핑몰의 점포 충성 결정 요인: 자기 이미지, 위험 지각, 동조

The purpose of this study is to identify the determinants of store loyalty for the Internet fashion shopping malls. As determinants, this study included self-image, perceived risk, and conformity. This study hypothesized that positive self-image influences the Internet fashion shopping mall loyalty through perceived risk and conformity. Regarding the relationship between perceived risk and conformity, this study hypothesized that perceived risk positively influences conformity. Using convenience sampling method, data were gathered by surveying university students living in Seoul. Two hundred forty four questionnaires were used in the statistical analysis, and factor analysis and path analysis were conducted using structural equation modeling in analyzing data. The results showed that positive self-image significantly influenced the internet fashion shopping mall loyalty indirectly by influencing perceived risk. The results also showed that perceived risk positively influenced conformity which positively influenced the internet fashion shopping mall loyalty.