A Study on Characteristics of Consumer Complaining Behavior on Internet Fashion Shopping Malls

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(1)~~Öë²æ *6² *5^, 2004 _\¢^a. J. Kor. Soc. Cloth. Ind. Vol. 6, No. 5, pp.595-604(2004). 8] wÖ ~~ç® \ ¶~ ®ï¯ÿ ß9ö \. RJ' Áê' ÁJ\. Á*ÏR 1). 1) 2) 3). 1). 2). 3). ¦ã&v N~:¶" ¦ã&v :¶¦ ÞÖ"& FÛã'". A Study on Characteristics of Consumer Complaining Behavior on Internet Fashion Shopping Malls 1). 1). 2). Yun-Young Choi , Jin-Young Lee , Hee-Sun Oh. 3). and Yong-Han Suh. 1) Dept. of Fashion Design, Pukyong National University, Busan, Korea 2) Dept. of Design, Pukyong National University, Busan, Korea 3) Dept. of Distribution Management, Ulsan College, Ulsan, Korea.

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(29) 8] wÖ ~~ç® \ ¶~ ®ï¯ÿ ß9ö R \. ê" V] ¶8ÎË6 ®ï¯ÿö ÚÆ N¢ BÊ ºæ¢ ¦Æ . CßW æ>R Wê" V] ¶8ÎË6 j F Fº Wêf C~ Ûê' æ>~ &' ., V] ¶8ÎË6f ²j¶~ Ò>Ò' ßWj & ~º . \^æ>8 * 3 :r^. V] "wÖ ÏCßW(Wê, V] ¶ 8ÎË6)ö V¢ ®ï¯ÿö N& ®º&¢ ÚÚ . æ>~ /; ²j¶~ B' ßW æ>R Wê, V] ¶8ÎË6j F ~& . V] ¶8ÎË6(internet self-efficacy)f V]j Û ¶ º~º Ï'j W > ® º B' 6b R ;~~, Nahl(1996) BB /;Ïj Ò Þ 56¿ê R /;~& . V] "wÖ ÏC~ ®ï¯ÿ F;f Singh(1988)f Day(1980)~ öB BnB F;j Æ&R öBº Z >w, ç7&w, Ò'&w, B3¶&wbR ª~ /;~& . ®ï¯ÿö & òf 8 ^òj Æ&R ‘®òj ãþ êöê "wÖj ê³ Ï~ ® ’f ‘®ò Ú Ïö & "wÖ Vë~ ÚÏ ¾Òö ò® ’~ 2B Ïj Ò Þ 56 ¿êR /;~& . 3.2.. /;ê\ ' Vã V] "wÖ ÏC~ ®ï¯ÿ F;f Singh(1988)f Day(1980)~ öB BnB F;j Æ&R öBº Z >w, ç7&w, Ò'&w, B3¶&wbR ª~ /;~& . Z>wf ®òö & jZ &wj ~æ pº ¯ÿb, ç 7&wf ²j¶& ®ò ¾f ç7 &N>º "wÖ¾ ¶ö² ®ï¯ÿj ~º ©, Ò'&wf R¾ R¿. ö & ®ï¯ÿb ®ò "wÖö & ¦;' *¾ "wÖ Ïj 7~ê Ï~º © . B3¶>w f B3~ Ú¾ V&(²j¶^ö )ö ®ò Òö & æ~ Öj ¦ç~º ¯ÿb ;~~& . CßWj J«~º 7º æ>7~ ~¾& ¶VÎË6 (self-efficacy) . Bandura(1997)~ Ò²Û(social learning theory)ö ~~ ¶VÎË6f çZ&N ëZ~ >¯ËKö & «ëö~ v(belief)b ;~> ® . ¯ "Úê ç' º¢ ÏÊV * B <º æ' Òö¾ ÿV $ º · ¯ÿ"; j ÿö > ® º ËKö & v . æ ©f B ÚÊ VFj ²F~ ®º&fº ç&ì çj ¾Ò > ®º ËKj æî ®º&ö & B' 6 . V] ¶VÎË6(internet self-efficacy) f V]j Û ¶ º~º Ï'j W > ® º B' 6¢ ·' ;~¢ Ú^ . 3.3.. 3.4.. ¶ò~ >÷. 599. ~ &çf V] "wÖ~ N~ç® ";ö B ®òj ãþ ' ®, ö & ®ï¯ÿj >¯ C ; . ¦Öæö "~º V] "wÖ Ï C 7öB &ç~ j Ï~º Cj &çb 2004j 3ú 1¢¦V 8¢ræ J^Ò¢ ~& . C 170 ¦~ J^æ& V¦>î . ²>B J^æº C 163¦&, w ®W ~¾ &ç ö æ pº J^æ¢ B ~ ªCö ÒÏB J^æº 134¦& . ª+O» ^B¢ ¦Ã~V * SPSS for win 10.0j Ï~& . Ú' ªCV»f r" ? . Ñ, /;æ>~ ÖWj ¦Ã~V * Cronbach's Alpha ê>¢ Ï~&, æ> ~ ¢NöWj {~V * ºªCj ~& . ~, ^B¢ ªC~V * t-testf 7²æªCj ~& . 3.5.. 4.. Ãª+. Ò&ç J^w¶ ~ Ûê' ßWf Table 1" ? . w ¶~ Wêf Î¶& 40.3%, ¶& 59.7% ¶~ jN ¸~b, _êº 20^& 81.3% &Ë ô~ . úï B>«f 100òö ~& 52.2% &Ë ô~, 101-150òö 19.4%, 151-200òö 9.0%, 201-300òö 9.0% 310-400òö 4.5%, 401òö ç 6.0% ¾æÒ . Kª 4.1.. \Ûê' ßW æ> \ª Wê Î _ 20^ ~ 21-30^ 31-40^ 40^ ç >« 100òö ~ 101-150 ~ 151-200 ç 201-300 ç 301-400 ç 400òö ç K *^& ë & çë "¦ Zö ²Òö BÒë *^ç 8æ. Table 1.. nê 54 80 6 109 15 4 70 26 12 12 6 8 13 18 92 4 1 22 5 22 77 3. \Wj *'jN 40.3 59.7 4.5 81.3 11.2 3.0 52.2 19.4 9.0 9.0 4.5 6.0 9.7 13.4 68.7 3.0 0.7 16.4 3.7 16.4 57.5 2.2. 40.3 100.0 4.5 85.8 97.0 100.0 52.2 71.6 80.6 89.6 94.0 100.0 9.7 23.1 91.8 3.0 3.7 20.1 23.9 40.3 97.8 100.0.

(30) 600. R~~Öë²æ *6² *5^, 2004j. º & 68.7%R &Ë ô~, *^&ë 13.4%Bb R &ç~ K *Ú w¶~ .>çj Næ~ ®. . çëêº 57.5%, *^ç 16.4%, ²Òö 16.4%b ¾æÒ . MÖ Ï~ ß9 ®òj &ê "wÖf K~ 26.1% &Ë ô~b, Daum 12.7%, CJÖ 7.5%, Yahoo& 3.7%Bî . w¶. ~ V] "w Ï ãKf 1j-2j ò 35.8%, 2j ç 27.6%, 7Bú- 1j ò 20.1%, 6Bú ò 16.4% ¾æÒ . \«~º ç®ö & ÒöBº ö.Á:¢ÖÊ~& 14.2%, ê~~& 13.4%, îÞ~& 10.4%, W 5 &O 9%Bb ¾æÒ . ©f J;(1993), ;B\(1997)~ \öB rî& 7º~æ p, Êæ¢~ æz& 'f ç® Û$ \ ~ê& ¸² ¾æÂ © ?f Ö¢ ¾æ î . 4.2.. MÖ Ï+ ®ò¯ÿ º V] "wÖ ÏC ®ï ¯ÿj rj8 * "Wª ªC varimax ²*»ö ~ ºªCj ~& . Ö 4B º ºÂ>î (Table 2). ç7&w ºf ‘B®ö & ~®¾ L~j º\® ’, B®j \« V] "wÖö ¯ Ökj º\® ’f ‘ ‘"wÖ Ò¶ö² ~® ’~ ^ö ¸f º¦~ïj ‘ç7&w’ºbR ««~& . Ò'&w ºf ‘"æÒ² ö² "wÖj Ï~æ ö ¢ Ï ® ’, ‘"æÒ² ö² B®j \«~æ ö¢ Ï® ’f ‘"wÖ $º B®~ \ ¢ 7® ’~ ^ö ¸f º¦~ïj ‘Ò'&w’ºbR ««~& . B3¶&w ºf ‘ Êî¾ ¾ö ®ò ÚÏj ²Ò® ’, ‘²j¶ ^ö ?f Úö Ökj ºÓ~&. (²6, z¢j ÛB)’f ‘V] "wÖj &çbR ² Çj BV~& ’~ ^ö ¸f º¦~ïj ‘B3¶& 4.3.. V] wÖ ÏC~ Ï¯ÿ ºªC ª ®òaj ãþ êöê wÖj ê³ Ï ®òa ÚÏö & wÖ Vë~ ¾Ò ÚÏö òa V] ÏÚ¢ ¾ ~º Þ V]ö &NB *Î VFj Û~º ¶6 V]j Ï B>º ^*~ öj &¦ª V] VËj J«~º ¶6 Eigenvalue J«æï(%) *æï(%). V] wÖ Ï+ ®ï¯ÿ ºª+ ®ï¯ÿ F; ª ç% Ò *3¶ Z>w Û9 &w &w &w 0.81 0.70 ~®¾ v~ º 0.86 0.75 wÖö Ök º\ 0.66 wÖ &Ò¶ö² ~ 0.75 0.87 0.76 æö wÖ Ï Ï 0.88 0.80 æö *® « Ï Ï 0.58 0.45 *®~ ¢ % 0.72 0.72. Êîö ®òa ÚÏ ²Ò 0.84 0.75 ²j¶ Úö Ök ºÓ 0.78 0.63 wÖ &çb ²Ç *8 0.96 0.98 Z¯ÿ Elgenval 2.240 2.061 1.917 0.992 22.402 20.612 19.173 9.924 J«æï(%) 22.402 43.014 62.187 72.111 *æï(%) Table 2.. Cronbach's Alpha. -. w’ºbR ««~& . Z>wf jZ ¯ÿj ~æ p~ º ÚÏbR ‘Z>w’b R ««~& . wÖ Ï+ Ï¯ÿ V] "wÖ ÏC ®ï ¯ÿj rjV * "Wª ªC varimax ²*»ö ~ ºªCj ~& . ªCÖ , ~ê®~ :f ? 2B º ºÂ>î . Table 3öB º 1¦V 2ræ ' º~ ªf ~º ^ ÚÏö V¢ º1f V] ¶VÎË6, º2º ®ï¯ ÿ ê ÒÏ ~ê¢ ««~& . *Ú æï~ jNf '' 43.110%, 24.805%R ¾æÒ . 4.4.. 9êö 8 ®ï¯ÿ Îf V] "wÖ ÏC~ ®ï¯ÿj t-test¢ ÒÏ~ jL Öº Ò'&w B3¶&w Ûê'bR F~ >&öB N& ®rj " ® . Table 4 Ò'&wf 4.5.. Table 3.. Cronbach's Alpha. 0.7161 0.7788 0.6974. V] ¶8ÎË6. Wª ®ï¯ÿ ê ÒÏ ~ê 0.85 0.86. 0.80 0.79 0.78 0.84 2.587 43.110 43.110 0.6327. 1.488 24.805 67.914 0.8175. ÛW 0.74 0.74 0.64 0.63 0.62 0.71.

(31) 8] wÖ ~~ç® \ ¶~ ®ï¯ÿ ß9ö \ 9êö 8 ®ï¯ÿ NªC æ> ÷ ï R&ÞN 3.02 1.009 Z>w Î 2.85 1.341 3.25 0.988 Ò'&w Î 4.15 1.118 3.98 1.230 ç7&w Î 3.76 1.102 3.71 1.097 B3¶&w Î 3.08 1.101 Table 4.. t-value 1.69 2.20* 1.23 1.98*. *p<0.05. Î¶ º ¶& z ''bR RÏ~º ®ï¯ÿ, B3 ¶&w~ ãÖ ¶ º Î¶ z ''bR ®ï¯ÿj ~º ©bR ¾æÒ . º J*¢öBº Î¶ ~ ®ï¯ ÿ Û ²' ©bR rJ^ ®º V]çöBº ç ® '' ®ï¯ÿj ~º ©b ¾æÒ . 8] ¶8ÎË$ö 8 ®ï¯ÿ V] ¶8ÎË6~ *Úïj V&bR ¶VÎË6 Ô f ÷" ¸f ÷bR ª~~& . Ö" Z>w, ç7& w, B3¶&w Ûê'bR F~ >&öB 'Ëj ~º ©bR ¾æÒ (Table 5). Z>wf V] ¶VÎË6 Ôf Ò² z ''bR Ï~º ®ï¯ÿbR {>î . ç7&w" B3¶&w~ ã Ö, V] ¶VÎË6 ¸f Ò² Ôf Ò² z '' bR Ï~º ®ï¯ÿbR ¾æÒ . º V]j Ë?~². > ®º Ò²¢> z '' ®ï¯ÿj 6¯ º 6j { > ®î . 4.6.. V] ¶8ÎË6ö 8 ®ï¯ÿ NªC æ> ÷ Z>w V] ¶8ÎË6 Ôf ÷ V] ¶8ÎË6 ¸f ÷ Ò'&w V] ¶8ÎË6 Ôf ÷ V] ¶8ÎË6 ¸f ÷ ç7&w V] ¶8ÎË6 Ôf ÷ V] ¶8ÎË6 ¸f ÷ B3¶&w V] ¶8ÎË6 Ôf ÷ V] ¶8ÎË6 ¸f ÷ Table 5.. ®ï¯ÿ 8] MÖ ÒÏ~ê ®ï¯ÿ Ëê "wÖ ÒÏ ~êö ~º 'Ëj ¦Ã ~V * ®ï¯ÿ F;j ëãæ> ~, ®ï¯ÿê~ ÒÏ~ê¢ «³æ> 7²æªCj ~& . ªÖ ccº(VIF)8 1.005~ 7FW~ ^Bº ìº © b 2k>î, ²æÎ;öB R 8j , ²æÎ; 32.7 %~ J«Kj &æº ©b ¾æÒ, F8~ ãÖöº Ûê 'b F~ 8b ¾æ¾ Î ~& ®º ©b 6 B . ²æªC Ö"º Table 6ö B>Ú ® .. 7²æªC Ö"¢ Z>w, Ò'&w, B3¶&w f "wÖ ÒÏ~êö Ûê'b F~ >&öB ¦(-)~ 'Ëj ~º ©b ¾æÒ . ß®, B3¶&w ¯ÿ V] "wÖ ÒÏ~êö ~º ¦;' º z ©b ¾æ¾ ® . º B3¶&wf ®ï¯ÿb Ö>æ á ãÖö ¯~æº ê~ >¢º 6öB öj 2k > ® . ö j ç7&wf ÒÏ~êö Ûê'b F~ > &öB 'Ëj ~æ pº ©b ¾æÒ . º ²' ® ï¯ÿ Z>w¾ Ò'>w"º Ò ²j¶& ®ò ÚÏ j "wÖ" ç7' 7/j Û Ö~J Kb öò~² ®ò Ö>Úê ãÖ, ÒÏ ~ê& ¸jî > ® º 6öB öj dj > ® . 4.7.. 2. 5.. ÖV # *Þ. öBº V] "wÖ N~ç® C~ ®ï¯ ÿ Êî~ F;j 2k~, ~~B® ¶ B' ß nê >. ï. R&ÞN. 51 83 51 83 51 83 51 83. 3.52 2.35 3.54 3.64 3.58 4.76 2.65 3.86. 1.211 1.452 1.707 1.122 1.090 1.632 1.114 1.062. t-value 2.21* 0.997 2.87* 3.02*. *p < 0.05. ®ï¯ÿ ®ï¯ÿê~ ÒÏ~êö & ²æªC t «³æ> ëãæ> jR&z Ææê> R&z* Ææê> -0.202 -0.198 -3.011 Z>w -0.301 -0.299 -5.045 B3¶&w ®ï¯ÿ ê~ ÒÏ~ê -0.161 -0.158 -2.737 Ò'&w -0.079 -0.074 -1.447 ç7&w R = 0.327 F8 = 112.097 p=0.000 Table 6.. 2. 601. FW Ûêï F~{ Nê VIF 0.001 0.000 0.002 0.180. 0.993 0.995 0.998 0.995. 1.007 1.005 1.002 1.005.

(32) 602. R~~Öë²æ *6² *5^, 2004j. 9æ>f ®ï¯ÿ*ö ÚÆ N9 ®ºæ¢ ÚÚ¶ ® . Ñ, 8] "wÖ ÏC~ ®ï¯ÿ ºª+j Ö Z>w, ç7&w, Ò'&w, B3¶&w~ 4B~ º b ºÂ>î . \Öº 8~ J*¢ö* \Öf FÒ~æò ÚÏ' /ö*º N& ®î . .¢ Ú, B3¶&wö* ®ò C ¶ ¶" &º. Êî¾ nÒÞö ¦;' &j ''b RÒº ¯ ÿ f 8]~ ß9 >'B ®ï¯ÿ¢ > ® . ~, 9ê 8] ¶VÎË6ö V ®ï¯ÿ N¢ ª C Ö", Wê~ ãÖöº Ò'&w" B3¶&w Ûê'b R F~ >&öB 'Ëj ~º ©bR ¾æÒ . Ö"º &æ 7º Ò6j B~ ® . ÖF, J*¢ öBº Î¶ ®ò~z¢ê ®ï¯ÿj ¾ ~æ pº ©b rJ^ ®æò, V]çöBº Î¶C ê '' ®ï¯ÿj ~ ®rj "º Ö" . V¢B V] " wÖ &Ò¶º Î¶C ~ ®ï¯ÿö & &Òö &j VÞ¢ jº& ® . ~, ¶ ®ò ®j rº Ò'& wö '', Î¶ f B3¶&wö z '' © b ¾æ¾ ® . º Wêö V¢ C F~º ®ï ¯ÿö N& ®V r^ö NêzB &Ò*Û jºj Ò . V] ¶VÎË6ö V ®ï¯ÿ F; N¦ÃöBº Z >w, ç7&w, B3¶&w Ûê'b F~ >&öB N & ®º ¾æÒ . ß®, V] ÎË6 Ôf C¢> Z>w" ?f ²' ®ï¯ÿj F~º >, V] Î Ë6 ¸f C¢> ç7&w¾ B3¶&w" ?f . '' ®ï¯ÿj F~º ©b Ò>î . V¢B V] "wÖ &Ò¶º C *2¢ªCj Û ¶VÎË6 ¸j ©b 6>º C¢> '' ®ï¾Ò Êj »~º *Û jº~ . îæïb ®ï¯ÿ F; V] "wÖ ÒÏ ~êö ~º 'Ëö & ªCÖ", J&æ ®ï¯ÿ 7öB Z>w, Ò'&w, B3¶&w ÒÏ ~êö ¦(-)~ 'Ëj ~º ©b ¾æÒ . Ö"º V~ Ö"f ¢~ ~º ©b C~ ®ï¯ÿö & V] Vë '.~² &w~æ á ãÖ W' W"¢ V& > ìrj Ò. . º r" ?f B6j æî ® . Ñ, V] "wÖ ÏC~ ®ï¯ÿ F;j Singh(1988)f Day(1980)~ öB BnB F;j Æ& öBº Z>w, Ò'&w, ç7&w, Ò'&w, B3¶&w b ª~ G;~&b¾ F;j J & >¯ F > ®j © . ~, V] "wÖ ÏC~ ®ï¯ÿö 'Ëj ~º æ> V] ¶VÎË6" Wêj J~&b¾ 'Ëj " º æ> æ æ>¢ J & >¯F > ®j. © . q, ~ &çf V] "wÖ~ N~ç® . ";öB ®òj ãþ ' ®, ö & ®ï¯ÿj > ¯ C ;~ ¦Ö æ~ V] "wÖ Ï¶¢ &çb B~&bæ ~ {& Cöº 7j V¢ ~Æ . V¢B ê³ öBº *j &çb · _[ j &çb & ê¯>Ú^¢ © . ß®, & R~ ">j > ®Ú RÞ7ö & ^Bê BV F > ® . ], öBº ®ï¯ÿj V] "wÖj ª~ æ p~b¾, ê³ öBº V] "wÖ ÚöBê "wÖ ÷j ^ªz ~ *^ "wÖ" « "wÖ*~ ßWö V V] "wÖ ÏC~ ¯ÿ" ®ï¯ÿ F; ®ï ¯ÿ~ Nö & . · & jº~ ~Æ .. ^^ò ;9ê (1999) “²j¶~ *¶ç¾ Ï 5 bF;”. ²j ¶ ^ö. \·?Áß" (2002) *þæ' 8] N~"wÖ Ï ²j¶ ~ \ ¯ÿ~êö ~º 'Ë. R~~Öë²æ, 4(3), 235243. f (2001) V] wÖ Ï¶~ ®ï¯ÿö & . ·& v &ö CÒ*¢^. f?Áf²' (2001) V] N~"wÖö & ²j¶~ òÁ ®ò 'Ëº. ~~²æ, 25(7), 1353-1364. fçÏÁ;WÏ (1999) *¶ç¾öB~ Bº" *þ ºö 8 B 5 ÆÒ ²j¶ö & . ²j¶² 99jê ;VC² 5 F&², pp.79-115. fç*ÁJç* (2002) V] "wÖ /¶ßW ò, Ö 5 ^êö ~º 'Ë. 7²8ë, 24(2), 237-272. fF?Áf' (2003) V] "wÖ Ï¶~ ~~ç® "w¯ÿ F;. ~~²æ, 27(9/10), 1036-1047. ~f; (2002) ~&êö 8 V] "wÖ~ ®î" Bj Ê®î æ'ö & . , 52(5), 187-197. ;/LÁ;êÏ (2003) V] "wÖ ÏC~ ®òö & ® ï¯ÿ /êö & : V]ç~ ~Ò²Û Wz ê¢ 7b. î&+&Ò, 8, 83-106. ;B\ (1997) ~ && "w ~~B®~ ~êf ï & V&ö ~º 'Ë. ·&v &ö CÒ*¢^. ;Æ (2000) V] ç® ~êö 'Ëj ~º ºö &. þ. 2000j FÛ² ¾êF&², pp.111-142 ; (1999) ²j¶®ò ÒfªCj Û V] "wÖ î+ * Ûö & . J&v &ö CÒ*¢^. B^Áfç\ (2002) V] "wÖ ßû" 6;' >w"~ &ê ö & . î&+, 17(2), 113-146. B*¶ (1999) *¶ç¾ òºö & . ?«¶&v & ö CÒ*¢^. ÇÏCÁn7^ (1999) ²j¶~ æ>& EC(*¶ç¾) Ë ~ >Ï ~º Î"ö & 5 Ã' . î&+ , 14(1), 75-92. n"'Á;ÒK (2002) Òª"w Ï¶~ ~~"wWËö 8 ~~B® ï&V&" ~ê. ~~²æ, 27(7), 789-800..

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