Criteria of Evaluating Clothing & Web Service on Internet Shopping ...

<strong>Criteria</strong> <strong>of</strong> <strong>Evaluating</strong> <strong>Clothing</strong> & <strong>Web</strong> <strong>Service</strong> on
Internet Shopping Mall Related to Consumer Involvement
Kyung-Hoon Lee*, Jae-Ok Park, Youn-Hee Lee
Hanyang University
Seoul, Korea
ABSTRACT
Developments <strong>of</strong> information technology have influenced on increase <strong>of</strong> electronic stores. It
prompted practical and research interests in product and store attributes that stimulates
consumer’s e-shopping behavior. Therefore, marketers are paying attention to clothing evaluation
criteria and online customer service.
Purposes <strong>of</strong> this study is (1)to investigate important criteria <strong>of</strong> evaluating clothing and web
service on internet shopping, and (2)to examine differences <strong>of</strong> e-shopping criteria <strong>of</strong> consumer
groups who are different in consumer involvement and internet use ability.
Subjects <strong>of</strong> the study were 350 experienced shopper aged between 19 and 39. Data were analysed
using factor analysis, Chi-square, ANOVA and Duncan test.
Results <strong>of</strong> study were as follows:
1. <strong>Criteria</strong> <strong>of</strong> evaluating clothing on internet shopping were factored into three dimensions:
esthetic criterion, quality/performance criterion, extrinsic criterion. <strong>Criteria</strong> <strong>of</strong> evaluating
web service on internet shopping were classified into five dimensions: reliability criterion,
Assortment criterion, Easiness criterion, satisfaction criterion, promotion/policy criterion.
2. Four different groups had significant differences in clothing evaluation criteria and online
customer service except easiness criterion. Both High Involvement–High Ability and High
Involvement-Low Ability group showed similar results. They considered criteria <strong>of</strong> evaluating
clothing & web service more important, compared with other groups.
Key words: Internet shopping, consumer’s involvement, criteria <strong>of</strong> evaluating clothing & web
service
1. Background
The development <strong>of</strong> information technology has introduced such new notions as electronic
market (Klein & Thomas, 1994), market space (Rayport & Sviokla, 1995), electronic commerce
(Kalakota & Whinston, 1996), electronic shopping and internet shopping. Electronic commerce
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is defined as “business transactions <strong>of</strong> internet on-line system, as well as traditional business
deals through automatic technology.” (Kalakota & Whinston, 1997)
The National Statistical Office reported that the number <strong>of</strong> cyber shopping malls in Korea was
2,072 in September, increasing 40 more compared with that in August, according to the census <strong>of</strong>
on-internet domestic market scale in the third quarter <strong>of</strong> 2001. The total sales in September
increased 9.6% compared with that in August. The share <strong>of</strong> business to consumer has also
increased 67.8 billion won since the census in the second quarter <strong>of</strong> 2001. From according to
Korea Internet Information Center, the domestic internet-using population reached 24.12 million
in September that 22.23 million in July. These statistics showed that there were 1.89 million more
users within 3 months.
The number <strong>of</strong> internet shopping malls and internet-using population shows five-time increase
every year are expected to grow more rapidly. Therefore, the research for consumer
characteristics on internet shopping is needed to facilitate better internet shopping mall.
Meanwhile, consumer behavior model <strong>of</strong> EKB can explain that the degree <strong>of</strong> consumer
involvement make the difference in information searching and alternative evaluation processing,
because <strong>of</strong> different learning process (Assael, 1987; Kassarjian 1981; Robertson 1976). That is to
say, purchase behavior shows various patterns according to the level <strong>of</strong> their involvement and the
level will decide the evaluation basis on the products and shops they choose. Therefore, the
research for criteria <strong>of</strong> evaluating clothing and web service on internet shopping mall will help
marketers understand consumer on the new distribution circumstances, and cope with their
behavior. It can help clothing manufacturers to set market strategies <strong>of</strong> selling products more
efficiently on the internet shopping malls the new cyber space.
2. Methods
(1) Research Purpose
(1)to investigate important criteria <strong>of</strong> evaluating clothing and web service on internet shopping,
(2)to examine differences <strong>of</strong> e-shopping criteria <strong>of</strong> consumer groups who are different in
consumer involvement and internet use ability.
(2) Sample and Data Collection Procedure
The subjects <strong>of</strong> this study were 350 experienced shopper aged between 19 and 39, living in Seoul
and Gyeonggi-do area. The judgment samping method was used by contacting instructors <strong>of</strong>
classes to distribute the questionnaire.
The questionnaire consisted <strong>of</strong> the questions about consumer involvement, internet use ability,
criteria <strong>of</strong> evaluating clothing and web service on internet shopping. The criteria <strong>of</strong> consumer
involvement were derived from prior studies (i.e., Bloch, 1982; Kapferer & Laurent, 1985; Sunhe
Kim, 1999; Hyo-shin Kim, 2000). The questions item about internet use ability were derived
from Hyo-shin Kim (2000)’s study. The questions item about the criteria <strong>of</strong> evaluating clothing
were adapted from the only part that is related to internet shopping <strong>of</strong> prior studies (i.e., Eckman,
Damhorst & Kadolph, 1990; Mi-young Kim, 1988) <strong>of</strong> clothing evaluation criteria, esthetic
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criterion, quality/performance criterion, and extrinsic criterion, three factors were employed. The
criteria <strong>of</strong> evaluation web service were adapted from previous literatures (i.e., Lohse & Spiller,
1998; Hyo-shin Kim, 2000; Hark-jin No, 1999) <strong>of</strong> online customer service criteria, reliability
criterion, assortment criterion, easiness criterion, satisfaction criterion, and promotion/policy
criterion, five factors were employed. Five-point Likerts scaling was used and reliability
measures (Cronbach's Alpha) were all over .5.
The data collection began November 1 and ended on November 12, 2001. A total <strong>of</strong> 350
questionnaires were returned, and 305 usable questionnaires were used for the data analyses.
(3) Data Analysis
SPSS PC+(SPSS 9.0 for Windows) was used to analyze the data. Factor analysis was conducted
for the questions about consumer involvement as validity test. Cronbach's Alpha was calculated
for reliability coefficient then internal consistency was investigated for Reliability <strong>of</strong> questions
about criteria <strong>of</strong> evaluating clothing and web service. The frequency and percentage by ordinal
scale was analyzed on the questions for importance <strong>of</strong> criteria to evaluate clothing and web
service on internet shopping. The consumers <strong>of</strong> internet shopping mall were divided into 4
groups according to consumer involvement and internet use ability. One-way ANOVA and
Duncan test were used to test group differences <strong>of</strong> clothing evaluation criteria and online
customer service.
3. Results
(1) Important <strong>Criteria</strong> <strong>of</strong> <strong>Evaluating</strong> <strong>Clothing</strong> and <strong>Web</strong> <strong>Service</strong> on E-shopping
The esthetic criteria to evaluate clothing are about style, color, new and striking design and trend.
The criteria <strong>of</strong> quality/performance are about versatility <strong>of</strong> uses, fiber content, situation suitability,
guaranteed quality, easy <strong>of</strong> care and detailed clothing information. The external criteria consist <strong>of</strong>
harmony with other clothing items, price, product review, brand reputation, country <strong>of</strong> origin, site
design, reliability and service <strong>of</strong> e-mall.
Among 25 items included in the study, the important criteria evaluating clothing are price
(13.40%), style (10.86%), guaranteed quality (7.06%), harmony with other clothing items
(6.86%), size (6.46%), appearance (5.73%), reliability <strong>of</strong> shopping mall (5.33%), new and
striking design (5.13%).
Reliability factors <strong>of</strong> web service evaluation are shopping mall reputation, information quality,
product quality, and brand reputation. The criteria <strong>of</strong> assortment are whether mall is equipped
with trendy clothing, various design and colors, and subdivided size. The criteria <strong>of</strong> easiness are
interface speed, convenient surfing, comparative shopping and so on. The criteria <strong>of</strong> satisfaction
are delivery, exchange, return and refund, while the criteria <strong>of</strong> promotion/policy are all services
including settlement, delivery, installment purchase and so on.
The most important criterion <strong>of</strong> evaluating web service is easiness <strong>of</strong> exchange and refund
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(9.20%). Product quality (8.80%), credibility <strong>of</strong> manufacturer and reputation (8.07%),
information about products (6.29%), transaction security method (6.15%) are also perceived
highly important.
(2) Perceived Differences <strong>of</strong> <strong>Criteria</strong> among Four E-shopping Groups
1) E-mall Consumer Group
Consumers segmented into four groups segmentation according to, levels <strong>of</strong> consumer
involvement and internet use ability. The results are shown in Table 1.
Internet
Use
Ability
H
i
g
h
L
o
w
E-mall consumer groups
Consumer involvement
High
low
Group 1
High-Involvement
and High-Ability
65 (22.6%)
Group 3
High-Involvement
and Low-Ability
80 (27.8%)
Group 2
Low-Involvement
and High-Ability
77 (26.7%)
Group 4
Low-Involvement
and Low-Ability
66 (22.9%)
Total
142 (49.3%)
146 (50.7%)
Total 145 (50.4%) 143 (49.6%) 288 (100%)
Both highly involved and used consumers are divided into High-Involvement and High-Ability
group (22.6%), less involved but heave internet using consumers are grouped as Low-
Involvement and High-Ability group (26.7%). Highly involved but less internet using consumers
are divided into High-Involvement and Low-Ability group (27.8%), both less involved and less
internet using consumers are grouped into Low-Involvement and Low-Ability group (22.9%).
2) Differences in <strong>Clothing</strong> Evaluation <strong>Criteria</strong> by E-mall Consumer Groups
Four groups showed significant differences in esthetic criterion (F=17.09, p

Differences in <strong>Clothing</strong> Evaluation <strong>Criteria</strong> by Four Groups (n=288)
High-
Involvement
and High-
Low-
Involvement
and High-
High-
Involvement
and Low-
Low-
Involvement
and Low- F
Ability
(n=65)
Ability
(n=77)
Ability
(n=80)
Ability
(n=66)
Esthetic criterion
4.01 3.48 3.98 3.75
A
C
A
B
17.09***
Quality/Performance 4.06 3.74 3.94 3.94
criterion
A
B
A
A
4.47**
Extrinsic criterion
3.82 3.59 3.76 3.60
A
B
A
B
5.61**
*P

4. Discussion
High-involvement groups take criteria <strong>of</strong> evaluating clothing important and it can be explained
that they feel the danger more than other groups when purchase. Esthetic and quality
performance criterion are more important than extrinsic criterion among the criteria evaluating
clothing and it can interpreted that consumers seek for the pleasure <strong>of</strong> shopping clothing on the
basis <strong>of</strong> esthetic criterion and reduce the danger <strong>of</strong> shopping in the cyber space on the basis <strong>of</strong>
quality performance criterion. This result is similar to prior studies (i.e., Murali & Littrell, 1995;
Suwn-hea Park, 1997).
High-involvement groups consider the criteria evaluating web service more importantly than
low-involvement groups. This is alike prior studies(i.e., Shim & Kotsiopulos, 1993; Hyeo-Mi
Lee, 2000) which show high involving consumers takes all the criteria evaluating web service
more highly.
5. Conclusions
<strong>Criteria</strong> <strong>of</strong> evaluating clothing on internet shopping were factered into three dimensions: esthetic
criterion, quality/performance criterion, and extrinsic criterion. <strong>Criteria</strong> <strong>of</strong> evaluating web service
on internet shopping were classified into five dimensions: reliability criterion, assortment
criterion, easiness <strong>of</strong> transaction criterion, satisfaction criterion, and promotion/policy criterion.
Four different groups had significant differences in criteria <strong>of</strong> evaluating clothing and web
service except easiness <strong>of</strong> transaction. Both High Involvement-High Ability and High
Involvement-Low Ability groups showed similar results. They considered criteria <strong>of</strong> evaluating
clothing & web service more important, compared with other groups. That is to say, highinvolvement
groups can recognize various dangerous factors while internet shopping more than
low-involvement groups. Therefore, shopping mall operators should fully equip the clothing
which can satisfy high-involvement groups. They also should concentrate the main force to
reduce the dangerous factors.
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