A Study on university students' perceived Service Quality Factors on the Internet Apparel shopping Malls

의류 인터넷 쇼핑몰에서 대학생들이 지각한 서비스 품질요인에 관한 연구

The Purpose of this study was to investigate of university students' perceived Service Qualities on the internet fashion and apparel shopping malls. This survey was carried out with real customers. Data were obtained from 197 internet fashion shopping mall consumer(university students) who have bought fashion products. Questionnaires related to service quality, perceived service value and loyalty. This study was investigated with focused on customer of university students itself. To find relationships among variables, exploratory factor analysis and multiple regression was carried out with collected data. The resulted were as follows: 1. The service quality dimension of fashion internet shopping malls were external quality of web, reliability quality and emotional quality. 2. The all of service quality dimensions of internet fashion and apparel shopping malls had an effect on university students perceived value and loyalty.