Merchandising/Marketing/Retailing: Branding

Website Design Elements and Online Shopping Behavior of Korean Consumers: An Exploration Based on the S-O-R Paradigm

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Abstract

To date, to our knowledge, no study has focused on South Korean consumers' response to website design and their online shopping behavior. Therefore, the present study explored the relationship between aforementioned constructs. Based on extant literature related to the S-O-R and online shopping, a conceptual framework with 12 hypotheses that are positively related were proposed. To test the model, structural equation modeling (SEM) technique was employed. First, confirmatory factor analysis (CFA) was conducted, which had adequate model fit indices; followed by causal model testing. The fit indices as per SEM were deemed adequate (χ2= 1667.45, df = 434, CFI = .88, TLI =.86, RMSEA = .07). Of the 12 proposed hypotheses, 6 hypotheses were supported at various p-values of statistical significance. The results showed that brand loyalty is strongly associated with brand's web design elements than the former construct. Furthermore, brand consciousness is a strong driver of shopping intentions, which was not so in the case of brand loyalty.

How to Cite:

Nam, C. & Srikant, M., (2017) “Website Design Elements and Online Shopping Behavior of Korean Consumers: An Exploration Based on the S-O-R Paradigm”, International Textile and Apparel Association Annual Conference Proceedings 74(1).