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Effects of perceived merchandise quality and service quality on consumer shopping behavior in the Internet apparel retailing environment

機(jī)譯：感知商品質(zhì)量和服務(wù)質(zhì)量對(duì)Internet服裝零售環(huán)境中消費(fèi)者購物行為的影響

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摘要

The purpose of this study was to investigate the structural relationships among perceived quality, sacrifices, and risks of product and service as antecedents of the value of Internet apparel shopping, as well as satisfaction and behavioral outcomes as consequences of the value of Internet apparel shopping. To examine the relationships among these variables, the quality-value-satisfaction model (Cronin, Brady, \u26 Hult, 2000) was adopted and expanded.;This study employed both qualitative and quantitative approaches to examine the phenomenon of Internet apparel shopping. For scale and treatment stimuli development, two focus interviews were conducted using female college-aged consumers. For the model testing, an experimental design with two treatment levels of service quality was employed. Two mock Internet apparel retail sites were created. Pretest and manipulation checks of the two treatments were conducted. At two large Midwestern universities, 361 female students provided usable responses.;The results of a series of confirmatory factor analyses revealed that three scales---perceived apparel quality, perceived Internet retailer\u27s service quality, and perceived value of Internet apparel shopping---had three correlated factor structures with moderate to very good model fit indices and good reliability measures. However, these scales contained some niches for improvements through scale refinements.;The findings from causal model analyses showed that four proposed models had moderate to very good model fit indices. The results of causal model analyses showed that perceived apparel quality, Internet retailer\u27s service quality, service sacrifice, and service risk were significant determinants of the perceived value of Internet apparel shopping. In addition, perceived value was an influential factor affecting consumer satisfaction and future behavioral outcomes. Internet apparel retailers, that offer high quality apparel merchandise as well as high quality customer service, create high level of consumer value of Internet apparel shopping and, in turn, increase satisfaction with Internet shopping and consumer intentions to revisit, search, purchase, say positive things, and recommend the site.
機(jī)譯：這項(xiàng)研究的目的是調(diào)查感知質(zhì)量，犧牲，產(chǎn)品和服務(wù)風(fēng)險(xiǎn)（作為互聯(lián)網(wǎng)服裝購物價(jià)值的先決條件）以及滿意度和行為結(jié)果之間的結(jié)構(gòu)關(guān)系，作為互聯(lián)網(wǎng)服裝購物價(jià)值的后果。為了檢驗(yàn)這些變量之間的關(guān)系，采用了質(zhì)量-價(jià)值滿意度模型（Cronin，Brady，\ u26 Hult，2000）并對(duì)其進(jìn)行了擴(kuò)展。;本研究采用定性和定量方法來檢驗(yàn)互聯(lián)網(wǎng)服裝購物現(xiàn)象。對(duì)于規(guī)模和治療刺激的發(fā)展，使用女性大學(xué)年齡的消費(fèi)者進(jìn)行了兩次重點(diǎn)訪談。對(duì)于模型測試，采用了具有兩個(gè)處理級(jí)別的服務(wù)質(zhì)量的實(shí)驗(yàn)設(shè)計(jì)。創(chuàng)建了兩個(gè)模擬的Internet服裝零售站點(diǎn)。對(duì)這兩種處理進(jìn)行了預(yù)測試和操作檢查。在中西部的兩所大型大學(xué)中，有361名女學(xué)生提供了有用的答案。；一系列驗(yàn)證性因素分析的結(jié)果顯示，三個(gè)等級(jí)-服裝質(zhì)量感知，互聯(lián)網(wǎng)零售商的服務(wù)質(zhì)量感知，互聯(lián)網(wǎng)服裝購物的感知價(jià)值- -具有三個(gè)相關(guān)因子結(jié)構(gòu)，具有中等至非常好的模型擬合指數(shù)和良好的可靠性指標(biāo)。但是，這些量表在通過量表改進(jìn)方面有一些改進(jìn)的要點(diǎn)。；因果模型分析的結(jié)果表明，四個(gè)提出的模型具有中等到很好的模型擬合指數(shù)。因果模型分析的結(jié)果表明，感知服裝質(zhì)量，互聯(lián)網(wǎng)零售商的服務(wù)質(zhì)量，服務(wù)犧牲和服務(wù)風(fēng)險(xiǎn)是互聯(lián)網(wǎng)服裝購物感知價(jià)值的重要決定因素。此外，感知價(jià)值是影響消費(fèi)者滿意度和未來行為結(jié)果的影響因素。提供高質(zhì)量服裝商品和高質(zhì)量客戶服務(wù)的互聯(lián)網(wǎng)服裝零售商創(chuàng)造了高水平的互聯(lián)網(wǎng)服裝購物消費(fèi)者價(jià)值，進(jìn)而提高了人們對(duì)互聯(lián)網(wǎng)購物的滿意度，并提高了消費(fèi)者對(duì)購物，回頭，購買，回購表示滿意的意愿。東西，并推薦該網(wǎng)站。

著錄項(xiàng)

  • 作者

    Kim, Jihyun;

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  • 年度 2004
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