Due to the rapid growth of the internet market and to the department’s and TV home-shopping’s aggressive launch into the internet market, the market size of the internet shopping mall has been growing rapidly. As the internet is more widely used, the market size of the internet shopping mall has been growing considerably.
However, despite the current market growth, the customer’s complaint on the internet shopping mall is an obstacle to further development of the internet shopping mall. The recent researches show that one of the most serious demerits of the internet shopping mall is that unlike other distribution channel, customers should purchase the products without seeing them actually. This explains why the return rate in the internet shopping-mall is as high as 30%. This high return rate is sure to hinder the further growth of the internet shopping-mall.
Clothing which due to easy delivery, accounts for 20% of total sales of the internet shopping-mall, is regarded as one of the most important items. However, the return rate of clothing is also relatively high, which is the most serious problem in the internet clothing shopping-mall. However, only a little research on the complaint behavior of the internet shopping-mall consumer has been done.
Consumer survey was conducted to gather data on customer’s satisfaction/ dissatisfaction and the complaint behavior, and the data were analyzed statistically. Especially, this research intends to make up for the weak points of the internet shopping-mall by identifying where is the actual expectation confirmation /disconfirmation by each quality variable of clothing. Furthermore, by identifying the relationship between expectation confirmation and satisfaction/dissatisfaction on the purchased clothes, this research intends to make concrete strategies to improve the customer’s satisfaction. This research also expect to help the internet shopping-mall solve the return rate problem, by identifying the variable related to complaint behavior of the customer who is not content with the purchase and explicating the relationship between the expectation confirmation and purchase satisfaction/dissatisfaction. Finally, this research expects to be a cornerstone of researches on other products other than clothing.
Limitations of this study and suggestions for further researches were discussed.
