| Abstract |
| This study investigates the effects of VM elements in the Internet fashion malls on pleasure(emotional state) and approach behavior using S-O-R model. For this study, three kinds of the Internet fashion malls were chosen: department store type, malls of malls(open market type), and fashion brand mall type. After respondents looked around one of three types during 10 minutes, they completed a questionnaire. The questionnaire covered VM elements of malls, pleasure, and approach behavior. Respondents are limited to subjects aged 21 to 39, with Internet shopping experience. Three hundred samples were used for the final analysis. Descriptive statistics, Cronbach`s alpha, exploratory factor analysis, and regression analysis were conducted
The results are as follows. First, VM elements were extracted as five factors: mall structure, merchandising clue, brand fame, differentiation, and product assortment. Second, VM elements without brand fame have significant influence on the pleasure. Merchandising clue influenced the pleasure more greatly than any other factors. Third, the pleasure positively influenced the approach behavior. Finally, the pleasure has the mediating effect on the relathionship between VM elements and approach behavior. This verified the effectiveness of VM elements in the Internet fashion malls, using S-O-R. VM elements can be a strategic alternative in the Internet shopping sector where competition is fierce. This study supports that the Internet fashion malls should put more focus on establishing recommendation system, simple composition, differentiated elements, and richness of product assortment. |
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| Key Words |
| 인터넷 패션 쇼핑몰 VM 구성요소, 즐거움, 접근행동, VM Elements, Pleasure, Approach Behavior |
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