A Study on the Consumer's Return Behavior Type in Internet Clothing Purchase

Abstract

Abstract : The purpose of this study was to investigate the main factors of return and consumers' return behavior typesand also to find out the characteristics of consumer's purchasing behavior according to consumer's return behavior type.The Questionnaires was administered 315 males and females, who had experience of clothing purchase and return ininternet shopping mall. The results were as follows. First, the factors of return were classified into quality of product,delivery, service, consumer's change of mind, and impulse buying. Second, 4 types of consumer's return behavior werecategorized into habitual, dissatisfaction in product quality, dissatisfaction in delivery, and impulse buying. Third, Con-sumer's return behavior types were not significantly related to the frequency of purchase, information search. Howeverthere were significant differences in satisfaction of return process, dissatisfaction after return, and negative word of mouthaccording to the consumer's return behavior types.Key words :return behavior, internet clothing purchase

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