| 인터넷 쇼핑몰 속성이 화장품 소비자의쇼핑가치, 만족도, 고객충성도에 미치는 영향 |
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서란숙 |
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| Impact of Online Shopping Mall Attributes on Shopping Value, Satisfaction, and Loyalty of Cosmetics Consumers |
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Ran Sug Seo |
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| Abstract |
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This study is aimed at identifying the attributes of online shopping malls and the level of shopping value perceived by cosmetics consumers among female college students who often use online shopping malls. This study is also intended to examine the differences in the impact of online shopping mall attributes on shopping value, satisfaction, and loyalty of consumers through empirical analysis. The study revealed that the process of achieving customer satisfaction and loyalty towards shopping malls differed depending on online shopping mall attributes and shopping value of cosmetics consumers. Therefore, it is necessary to grasp the characteristics of shopping malls in detail, based on the shopping value of consumers, in order to boost the profits of shopping malls by attracting loyal customers. Also, it is necessary to set marketing strategies that fit the characteristics of shopping malls by establishing relationships with customers. This study could offer useful data for grasping the purchase intention of customers and setting marketing strategies, which online shopping malls should focus on, in order to attract regular customers. |
| Key Words:
Customer loyalty, Online shopping mall attributes, Satisfaction, Shopping value of cosmetic |
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