Journal of the Korean Home Economics Association 2009;47(9):101-110.
온라인 의류쇼핑에서 정보부하와 정보품질의 역할
박민정
계명대학교 패션마케팅학과
The Roles of Information Load and Information Quality in Online Apparel Shopping
Min-Jung Park
Department of Fashion Marketing, Keimyung University
ABSTRACT
The purpose of this study was to examine the effect for information load on perceived information quality and website quality, and the relationships among perceived information quality, website quality and behavioral intentions in online apparel shopping contexts. The information load theory provided the theoretical framework for this study. The research strategy employed an online experimentation using an apparel mock website. The total of 647 responses were used for data analyses. The model of the study was tested by MANOVA and SEM. The results of MANOVA revealed the effect of information load on perceived information quality and website quality. The medium level of information load was perceived as having more positive information quality and website quality as compared to the low or high level of information load. The findings of SEM revealed the positive effect of information quality on website quailty, the positive effect of website quality on WOM and willingness to pay more, and the negative effect of website quailty on willingness to switch. Online apparel retailers and website designers need to manage information quantity and quality by understanding the importance of information load.
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