The purpose of this study was to find different effects of e‐tailer attributes on consumer attitude in fashion product purchase situations according to e‐tailer types.
A quantitative study with a survey method was adopted to test the significance of the paths which construct the structural equation model.
As a result of the study, e‐tailers were classified into three types: comprehensive mall, fashion specialty mall, and limited brand mall. In addition three attribute dimensions were derived from the statistical analyses: transaction fulfillment, variety, and accessibility. Transaction fulfillment and variety were the critical dimensions for the comprehensive mall and the limited brand mall, whereas variety was the only significant dimension for the fashion specialty mall. According to the multi‐group comparison, it was found that similar strategic implications can be applied to comprehensive and limited brand malls.
The variety dimension be further researched. With variety being equally important for all of the e‐tailer types, specific sub‐dimensions need to be identified.
The paper provides value in classifying the e‐tailer type and investigating the attributes.
