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Vol.41, No.0, 215 ~ 227, 2013
Title
The Relationships among Online Fashion Shopping Mall Attributes, Experiential Marketing, and Customer Satisfaction - Focused on Chinese Consumers -
가진 Jia Zhen , 황진숙 Hwang Jin-sook
Abstract
Consumer`s satisfaction is increasingly becoming an important issue. The way that satisfies consumers more is providing diverse experiences. In the case of online shopping, complicated experiences are provided by shopping mall attributes. This study was designed to investigate the relationships among online shopping mall attributes, experiential marketing types, and satisfaction of Chinese consumers. The final sample of 341 questionnaires was used for statistical analyses. Results showed that shopping mall attributes included screen, salesman, promotion activities, service, product information attributes. The experiential marketing types had five factors of feel, relationship, act, think, and sense. There were significant relationships among online shopping mall attributes, experiential marketing types, and satisfaction of Chinese consumers. For example, screen and promotion attributes significantly influenced all five factors of experiential marketing. The salesman attribute influenced feel, act and sense factors. The service attribute influenced feel, act, think factors. The product information attributes influenced feel and act factors. The paper provides the better understanding of experiential marketing and satisfaction related to online shopping mall attributes, and offers fashion marketers insights into how to develop experiential marketing strategies for online shopping malls.
Key Words
온라인 쇼핑몰 속성, 체험 마케팅 유형, 만족도, Online shopping mall attributes, Experiential marketing, Customer satisfaction
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