South Korean Women’s Online Buying Behaviour for Clothes

Kim, Seo Ah (2016) South Korean Women’s Online Buying Behaviour for Clothes. Masters thesis, INTI International University.


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Since development of the internet, online shopping platform has been stood out and worked on positive lines in current society. According to this situation, a creative and specific marketing approach has been needed to attract consumers who prefer to purchase online. To grasp consumer satisfaction, companies must have an ability that can identify and satisfy customer needs and desires. Namely, the study of consumer behaviour highly has become a necessity. The ultimate purpose of this research is to ascertain whether there are highly relevant considerations when South Korean women purchase clothes online, and to evaluate how strong the factors influence to women’s online buying behaviour. Based on previous and current literatures, Trend, Brand, Price and Online Customer Review were selected as the specific Independent Variables of Women’s Online Buying Behaviour for Clothes (Dependent Variable). A sample size for this research was comprised to smoothly perform an online survey with targeting biological females who inhabit in Ansan city, South Korea, and have online clothes shopping experience. To accurately analyse data collected by the questionnaires, several statistical tests were carried out by SPSS software for ensuring the validity and reliability of this research. The findings in this research strongly indicate that trend and price have significant relations on South Korean women’s online buying behaviour for clothes, whereas brand and online customer review do not show the significant relationships on South Korean women’s online buying behaviour for clothes. Based on the findings, lastly this research would like to suggest that all organizations in fashion industry design specific and suitable marketing strategies to satisfy targeted consumers, and strengthen competitiveness of the business, which is a key of success.

Item Type: Thesis (Masters)
Additional Information: MBA 219
Uncontrolled Keywords: Online Buying Behaviour, Theory of Planned Behaviour (TPB), Consumer Decision Making Style, Korean Fashion, Clothes
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Business, Communications & Law
Depositing User: Unnamed user with email
Date Deposited: 19 Sep 2017 07:03
Last Modified: 19 Sep 2017 07:03

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