The Effect of Apparel Customer's Product, Price Attributes and Shopping Values on Internet Shopping Satisfaction

The purpose of this study is to find out the important factors and efficient strategies concerning internet marketing. This study tries to examine satisfaction of the on-line consumers on internet shopping mall via fashion products. To fulfill this objectives, a survey was conducted from May 15 to May 30 in 2006, and an subject of study is men and women aged from 10s to 40s in purchase experience of the fashion merchandise to internet shopping malls. Data collected over the internet, and analyzed the 205 subjects. The statistical analysis methods was frequency analysis, reliability analysis, factor analysis, multiple regression analysis. The empirical studies were summarized as follows. First, internet shopping mall`s fashion goods attributes(goods characteristics, aesthetic expression, variety of goods) significantly affect consumer`s utilitarian shopping value. Second, internet shopping mall good`s price attributes(economical efficiency of price, price reasonableness, price value, price information, price discount) significantly affect consumer`s shopping utilitarian shopping value and hedonic shopping value. Third, consumer`s utilitarian shopping value and hedonic shopping value are positively related to the internet consumer`s shopping satisfaction.