International Journal of Costume and Fashion

  • 제12권2호
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  • Pages.1-14
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  • 2012
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  • 2233-9051(pISSN)
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  • 2288-7490(eISSN)
한국복식학회 (The Korean Society of Costume)
권호 표지

Male Generation Y Consumers: Online Apparel Shopping and E-satisfaction

  • Kim, Jung-Hwan (Department of Retailing, College of Hospitality, Retail and Sport Management University of South Carolina) ;
  • Kim, Jung-Ho (Dept. of Textiles and Clothing, Hannam University)
  • 투고 : 2012.10.06
  • 심사 : 2012.11.23
  • 발행 : 2012.12.31
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초록

To date most of the research concerning e-service quality in the context of online apparel settings has had a female or a generalized for gender and age focus. To expand the scope of understanding of online consumers, this study focuses on the key dimensions of e-service quality which affect male Generation Y consumers' e-satisfaction which in turn may affect their e-loyalty. A convenience sample of male college students was recruited from a Korean university. The findings of this study showed that privacy, personalization, efficiency, and website design were the key dimensions that have significant positive relationships with e-satisfaction. The positive relationship between e-satisfaction and e-loyalty was also confirmed. Managerial implications and suggestions for further research are further discussed.

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