인터넷 쇼핑몰에서의 의류제품 구매행동에 관한 연구 - 위험지각을 중심으로 -

Abstract

The objectives of this study were to examine apparel purchasing behavior in internet shopping malls and the level of perceived risk when internet users purchase online. For this research, 15,000 internet users were given questionaries via E-mail, or special website online. The sum of 1958 questionaries were used for statistical analyses. Using SAS package, factor analysis, Cronbach`s α, t-test, x^2-test, frequency and multi-response analysis were performed. As the results, 19% out of internet users had bought apparel products through internet shopping malls. Men had more purchasing experiences in apparels as well as general products than women. Among apparel products, Tshirts/shirts were purchased the most by internet shoppers. For perceived risks, 6 factors (quality risk, time/convenience risk, economic risk, size and appearance risk, privacy risk and social/psychological risk) were investigated for this study. The level of perceived risk was lower when people had a purchasing experience in Internet shopping mall than when they didn`t. The level of perceived risk was lower when people had purchasing intend about apparels than when they didn`t. Based on these results, marketing strategies will be suggested.

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