The effect of consumer demographic characteristics on the perception of fashion web site attributes in Korea

Hyun Ju Kwon, Preeti Joshi, Vanessa Prier Jackson

Research output: Contribution to journalArticlepeer-review

8 Scopus citations

Abstract

Purpose - The purpose of this paper is to identify demographic variables affecting consumers' perception of fashion web site attributes. Design/methodology/approach - Descriptive analysis, factor analysis, Cronbach's alpha, t-test, analysis of variance (ANOVA), and Scheffe test for post hoc tests were used for data analysis. The online and offline survey conducted in 2004 resulted in a total of 1,026 usable responses. Findings - The paper finds that there were significant differences in the consumers' demographic variables (gender, marital status, age, education, monthly income, and occupation) on their perception of fashion web site attributes (6C: commerce, customization, contents, community, connection, and communication). Research limitations/implications - The findings implied that the fashion e-retailers should reformulate their current strategies by focusing on personalization to satisfy individual customer. However because the research was conducted in Korea, the findings may not be generalizable to other countries. Originality/value - This research takes into consideration the opinion of both online and offline consumers. This study is in the forefront of examining e-consumer behavior in the fashion industry.

Original languageEnglish
Pages (from-to)529-538
Number of pages10
JournalJournal of Fashion Marketing and Management
Volume11
Issue number4
DOIs
StatePublished - 2007

Keywords

  • Demographics
  • Fashion
  • Internet
  • Korea
  • Modelling

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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