![]() However, sellers may display an image that is better than the actual product, or they may be unable to provide accurate product information. Consumers make purchase decisions on the basis of information, including photos, provided by sellers. ![]() In particular, purchasing experience goods (e.g., clothes and cosmetics) online involves certain limitations, including the difficulty of evaluating the quality of these products until they are experienced in person. Despite the advantages and convenience of online shopping, quality evaluation is difficult because consumers cannot directly experience the products they are buying. This study investigates the key determinants of online shopping experiences of Korean consumers and their willingness to pay (WTP) for certain attributes in assessing product quality. Over the past few years, the volume of online shopping has also grown steadily (Statista, 2023). In 2022, sales of online shopping malls in Korea were close to 210 trillion Korean won (KRW) (Statista, 2023). South Korea is an emerging nation characterized by widespread, high-speed Internet access and smartphone use, which has contributed to a surge in online shopping. According to UN News ( 2021), online shopping as a percentage of all retail sales increased dramatically in 2020, from 16% to 19%. These factors make online purchasing more attractive to consumers. Moreover, finding product information and comparing prices is easier online compared with in-person shopping. This convenience has led to explosive global growth in online shopping. Online shopping allows consumers to search for and purchase all types of products, regardless of time or place. These results can help retailers establish pricing strategies based on the value of trust by considering customer experience. The findings indicate that when consumers purchase products from nonfamous brands they are willing to pay more for all six attributes. Additionally, feeling confident about a product’s quality is more difficult for consumers in the case of nonfamous brands, which they have not experienced, compared with famous brands. The results reveal that consumers prefer high star ratings, a large number of reviews, and a trustworthy shopping platform, even if other similar products are less expensive. We conduct a conjoint survey by categorizing brands as famous and nonfamous and analyze the survey data using a multinominal logit model. We select six attributes that influence trust in online shopping: (1) price, (2) number of reviews, (3) “star” rating, (4) review type (i.e., text, picture, and video), (5) length of text reviews, and (6) shopping platform. This study analyzes the marginal willingness to pay for attributes that influence consumer trust and purchasing decisions regarding products whose quality can only be determined after they are purchased. ![]() The growing popularity of online shopping means that consumers must determine product quality after they make a purchase decision and receive the product, a situation that is directly related to the issue of consumers’ trust toward retailers.
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