| Abstract |
| Recently, the transaction in the online shopping mall is increasing rapidly. Due to the lack of information on the products, the difference between the real products and their images online, and the imprecise information about the products, however, consumer complaints and dissatisfaction are also increasing. This study empirically analyzes the cases of clothing items which frequently cause damage to consumers at the online shopping mall. The study has the following results: The consumer complaints about online shopping are the difference between the real product and its image online (45 respondents: 37.8%) and the lack of information about the product (29 respondents: 24.4%). To address the consumer complaints, the survey items are analyzed by material, color, and size through the paired t-test. Then, the level of customer satisfaction before and after the test shows meaningful differences in material (p<.01, p<.001) and in color and size (p<.001). By providing the standard information about materials, the table about the product size and the information about different colors, it is expected that consumer dissatisfaction could be diminished, reliability in purchasing goods be enhanced, and the damage to consumers resulting from the lack of the product information be addressed. |
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| Key Words |
| 인터넷쇼핑, 상품정보, 소비자 불만족, internet shopping, product information, consumer dissatisfaction |
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