인터넷 패션 소비자의 쇼핑동기, 정보탐색 및 행동의도에 관한 연구

Abstract

This research examines shopping motives, information search of e-fashion consumers and their behavioral intentions (word of mouth, repurchase and site switching intentions). The survey was conducted from December 17th 2010 to January 5th 2011 and all respondents had previous experiences with on-line purchase of fashion items. The study finds that an information search has three dimensions, recreational search, informative search, and rational search. The effects of both hedonic and utilitarian shopping motives on information search and behavioral intentions are significant. In addition, recreational and informative search have a positive impact on word of mouth and site switching intentions, while repurchase intention is influenced by an informative search. Rational search has a positive effect on switching intention only. Finally, there are significant differences by gender in shopping motives, information search and behavioral intentions.