Effects of Shopping Value, Fashionb Shopping Mall Attributes, Emotions and Purchasing Intention on Purchasing Behavior in Internet Fashion Shopping Malls

Abstract

The purposes of this study were 1) to examine the conceptual structure of shopping value, fashion shopping mall attributes and emotions related to internet shopping, 2) to compare between hedonic consumers and utility consumers of fashion shopping mall attributes, emotions and purchasing intention and 3) to investigate the effects of shopping value, fashion shopping mall attributes, emotions and purchasing intention on purchasing behavior in internet fashion shopping malls. Data were obtained from 423 internet fashion shopping mall consumers who have bought products or visited an internet fashion shopping mall. The data were analyzed by using factor analysis, Cronbach's alpha, t-test and discriminant analysis. The results showed that shopping values perceived by internet fashion shopping mall consumers consisted of two factors: Hedonic value and Utility value. Internet fashion shopping mall attributes were composed of Visual information, Loading speed, Space composition, Product assortment, Checkout service and Help desk. Emotions were composed of Excitement Confidence, Displeasure and Uneasiness. There results demonstrated that hedonic consumers were more likely to perceive the factors of fashion shopping mail attributes, to experience various, emotions and to have more purchasing intention than utility consumers. Additionally, the findings suggest that shopping value is important in predicting the purchasing behavior of consumers' at internet fashion shopping malls. They gave insights into the promotion development of internet fashion shopping malls. Implications are drawn for the information useful to consumer behavior researchers and retailers of internet fashion shopping malls.

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