A Study On Internet Fashion Marketing Communication And Consumer Behavior In China & Korea

Though the present Internet shopping malls make efforts to provide customer-based services and marketing as they are managed by large companies while recently various marketing activities are carried out at each website for fashion shopping as the number of customers using Internet shopping mall world-widely, it is difficult to get precise information about the conditions of practical communication with customers and about whether such marketing is effective. Also, it is the case that the marketing ramified in accordance with each product's properties is very unsatisfactory. Especially, in the case of clothes, recently the rate of clothes purchase by customers at Internet shopping malls has been increasing year after year though clothes have some limitations in that customers usually purchase them after trying them. Thus, in order to satisfy customers' requirement sufficiently, we need to explore an efficient means for construction and running of Internet shopping malls, which is appropriate to customers' individualities and characteristics.Accordingly, this paper tries to present prospects of the fashion industry on Internet, and analyses of the efficacy of China's and Korea's Internet marketing, and then to propose marketing strategies in accordance with them, by analyzing the conditions of marketing communications in the two countries with respect to Internet shopping malls and investigating the trends in Internet consumption of female university (and graduate school) students in their 20s, who reside in Shanghai and in Seoul, the representative fashion cities of the two countries respectively. Hereby, this study has set up the following five research tasks.1. This study investigates what is fashion marketing communication, and in what ways it is applied to practical marketing.2. It examines some Internet shopping malls communicating with consumers through Internet.3. It investigates the purchase behavior and clothes shopping tendencies at Internet shopping malls by female consumers in their 20s living in Shanghai and in Seoul.4. It investigates the relation between the shopping tendencies of the female consumers living in Shanghai and in Seoul and their purchase behavior.It investigates the relationship among the demographic variables of the female consumers in their 20s residing in Shanghai and in Seoul, their purchase behavior, and their shopping tendencies.As for the research method of this study, it has carried out theoretical examination and positivist research in parallel. The positivist research has been carried out divided into the preliminary investigation and the main investigation. At the stage of the preliminary investigation, in order to develop question items for measuring shopping tendencies, I carried out a preliminary investigation for question item adequacy with 18 graduate students from the department of fashion marketing (March 26-28, 2007), and then I established question items of the main investigation. At the stage of the main investigation, I conducted a survey with a questionnaire taking 851 women aged 20-29 (388 from Shanghai, and 463 from Seoul) as the subjects of this study, and established items of the main investigation for 10 days at each city (in Shanghai from April 9 to 19, 2007) and in Seoul from March 3-15, 2007).For the data analyses, I have used frequency analysis, percentage, ANOVA, reliability analysis, factorial analysis, t-test, and x2-test etc. with the SPSS WIN 12.0 Statistics Package, and then for the post-verification, I have conducted Duncan's Multiple Range Test.Now that we can understand though this study what is the effective marketing that can encourage Internet shopping mall customers to more positively and more constantly purchase goods as this study has investigated Korean and Chinese consumers' shopping tendencies and cultural characteristics, and those in charge of marketing can grasp clothes' own properties as goods, I hope that with development of more promising methods of marketing, the clothes sale at Internet shopping mall can be more actively progressed in future.