Website Design Elements and Online Shopping Behavior of Korean Consumers: An Exploration Based on the S-O-R Paradigm
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
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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.