Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect of the Perceived Hedonic Value, Usefulness and Ease of use on Attitude toward using in Internet Shopping Mall and Purchase Intention of the Fashion Merchandise

지각된 쾌락적 가치, 유용성 및 용이성이 인터넷 쇼핑몰 이용태도와 패션상품 구매의도에 미치는 영향

  • Published : 2008.01.31
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to find out the important factors and efficient strategies concerning Internet marketing. This study contributes to the effect on shopping behavior of Internet consumer applying technology acceptance model(TAM) in the Internet fashion merchandise shopping environment. The areas of study interest are, the perceived hedonic values, the perceived usefulness, the perceived ease of use, attitude toward using in Internet shopping mall and purchase intention of the fashion merchandise. To fulfill this objectives, a survey was conducted from May 20 to June 20 in 2007, and an subject of study is the college students and business man aged from 20s to 30s in purchase experience of the fashion merchandise to Internet shopping malls. Data collected over the Internet, and analyzed the 217 subjects. The empirical studies were summarized as follows. First, the perceived hedonic values, the perceived usefulness, and the perceived ease of use had an effect on attitude toward using in Internet fashion shopping mall. Second, the perceived hedonic values had an effect on the perceived usefulness in Internet fashion shopping mall. Third, the perceived ease of use had an effect on the perceived usefulness in Internet fashion shopping mall. Forth, the attitude toward using had an effect on intention of repurchase in Internet fashion shopping mall.

Keywords

References

  1. 구동모. (2003). 혁신기술수용모델(TAM)을 응용한 인터넷 쇼핑행동 고찰. 경영정보학연구, 13(1), 141−170
  2. 김문구, 박종현. (2006). 와이브로 서비스 이용의도에 미치 는 영향 요인에 관한 연구. 한국경영정보학회 춘계학술 대회, 790−800
  3. 김상현, 오상현. (2002). 고객 재구매의도 결정요인에 관한 연구: 고객가치, 고객만족, 전환비용, 대안의 매력도. 마케팅연구, 17(2), 25−55
  4. 김호영, 김진우. (2002). 모바일 인터넷의 사용에 영향을 미 치는 중요 요인에 대한 실증적 연구. 경영정보학연구, 12(3), 89−112
  5. 서창교, 성석주. (2004). 개인 특성이 인터넷 쇼핑몰 사용의 도에 미치는 영향. 경영정보학연구, 14(3), 1−22
  6. 신종철, 강명수. (2004). 모바일 무선인터넷 사용가치가 사용 의도 및 사용시간에 미치는 영향에 관한 연구. 소비자학연구, 15(2), 125−143
  7. 유창조, 김상희. (1994). Ethnographic 접근방식을 통한 쇼핑 행위에 관한 탐색적 연구: 확장된 개념, 감정의 다양성, 동기의 다양성. 소비자학연구, 5(2), 45−62
  8. 윤철호, 김상훈. (2004). 전자상점 수용모형에 관한 실증적 연구: 전자서점의 사례를 중심으로. 경영정보학연구, 12(4), 55−75
  9. 이은진, 홍병숙. (2006). 서비스 품질 평가와 지각된 위험이 인터넷 쇼핑몰에서의 패션상품 구매의도 및 만족에 미 치는 영향. 대한가정학회지, 44(5), 79−87
  10. 이철선, 방석범. (2004). 쇼핑가치가 온라인 구매의도에 미치 는 영향: 매개변수로서의 제품속성 중요도. 마케팅연구, 19(2), 41−69
  11. 조영주, 임숙자, 이승희. (2001). 인터넷 쇼핑몰에서의 의류제 품 구매행동에 관한 연구. 한국의류학회지, 25(7), 1247−1257
  12. Adams, D. A., Nelson, R. R., & Todd, P. A. (1992). Perceived usefulness, easy of use, and usage of information technology: A replication. MIS Quarterly, 16(2), 227−247 https://doi.org/10.2307/249577
  13. Agarwal, R. & Prasad, J. (1997). The role of innovation characteristics and perceived voluntaries in the acceptance of information technologies. Decision Sciences, 28(3), 557− 581 https://doi.org/10.1111/j.1540-5915.1997.tb01322.x
  14. Babin, B. J., William R. D., & Mitch G. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644−656 https://doi.org/10.1086/209376
  15. Cheong, J. H. & Park, M. C. (2005). Mobile internet acceptance in Korea. Internet Research, 15(2), 125−140 https://doi.org/10.1108/10662240510590324
  16. Cheung, C. & Lee, M. K. O. (2000). Trust in internet shopping. Proceedings of Association for Information System 2000 American Conference, Long Beach, CA, 681−689
  17. Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77, 511−535
  18. Davis, F. D. (1989). Perceived usefulness, perceived ease of use and user acceptance of information technology. MIS Quarterly, 13(3), 319−340 https://doi.org/10.2307/249008
  19. Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management Science, 35(8), 982−1003 https://doi.org/10.1287/mnsc.35.8.982
  20. Engel J, E., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior (8th ed.). Orlando: IL., Dryden Press
  21. Fishbein, M. & Ajzen, I. (1975). Beliefs, attitude, intention and behavior: An introduction to theory and research. Reading. MA: Addition Wesley
  22. Genfen, D. & Straub, D. W. (1997). Gender difference in the perception and use of E-mail: An extension to the tech-nology acceptance model. MIS Quarterly, 21(4), 389−400 https://doi.org/10.2307/249720
  23. Genfen, D., Karahanna, E., & D. W. Straub. (2003). Trust and TAM in online shopping: Am intergrated model. MIS Quarterly, 27(1), 51−90
  24. Heijden, H. V. D., Verhagen, T., & Creemers, M. (2003). Understanding online purchase intention: Contributions from technology and trust perspectives. European Journal of Information Systems, 12, 41−48 https://doi.org/10.1057/palgrave.ejis.3000445
  25. Hirschman, E. C. & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46, 92−101
  26. Igbaria, M. & Livari, I. (1995). The effects of self-efficacy on computer usage. International Journal of Management Science, 23(6), 587−605
  27. Igbaria, M., Guimaraes, T., & Davis, G. B. (1995). Testing the determinants of microcomputer usage via a structural equation model. Journal of Management Information Systems, 11(4), 87−114
  28. Igbaria, M., Zinatelli, N, Crag, P., & Kavaye, A. (1997). Personal acceptance factors in small firms: A structual equation model. MIS Quarterly, 21(3), 279−305 https://doi.org/10.2307/249498
  29. Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research, 13(2), 205−223 https://doi.org/10.1287/isre.13.2.205.83
  30. Lin, C. C. J. & Lu, H. (2000). Towards an understanding of the behavioural intention to use a web site. International Journal of Information Management, 20(3), 197−208 https://doi.org/10.1016/S0268-4012(00)00005-0
  31. Moon J. W. & Kim Y. G. (2001). Extending the TAM for a world-wide-web context. Information & Management, 38, 217−230 https://doi.org/10.1016/S0378-7206(00)00061-6
  32. Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101−131
  33. Sherry, J. F. (1990). Dealers and dealing in a periodic market: Informal retailing in ethnographic perspective. Journal of Retailing, 66(2), 174−200
  34. Solomon, M. R. (1996). Consumer behavior (3rd ed.). Englewood Cliffs: NJ: Prentice Hall
  35. Venkatesh, V. (1996). Computers and other interactive technologies for the home. Communication of the ACM, 39(12), 47−54 https://doi.org/10.1145/240483.240491
  36. Venkatesh, V. & Davis, F. D. (1996). A model of the antecedents of perceived ease of use: Development and test. Decision Sciences, 27, 451−481 https://doi.org/10.1111/j.1540-5915.1996.tb01822.x
  37. Venkatesh, V. & Davis, F. D. (2000). Computers and other interactive technologies for the home. Communications of the ACM, 39(12), 47−54
  38. Vijayasarathy, L. R. (2004). Prediction consumer intentions to use on-line shopping: The case for an augmented technology acceptance model. Information & Management, 41, 747−762 https://doi.org/10.1016/j.im.2003.08.011
  39. Vinson, C. E., Scott, J. E., & Lamont, L. M. (1977). The role of personal values in marketing and consumer behavior. Journal of Marketing, April, 44−55
  40. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(2), 2−22 https://doi.org/10.2307/1251446

Cited by

  1. A Study On The Effects Network Externalities and Experiential Value Perceived from MIMService on Continuous Intention vol.12, pp.1, 2013, https://doi.org/10.9716/KITS.2013.12.1.051
  2. A Study On Factors Influencing on Participation Intention of Open Collaboration Platform : Focused on Music Industry vol.13, pp.1, 2014, https://doi.org/10.9716/KITS.2014.13.1.161
  3. The Effect of Fashion Consumer's Browsing Motives and Risk Perception on Purchase Intention in Social Commerce vol.37, pp.6, 2013, https://doi.org/10.5850/JKSCT.2013.37.6.772
  4. The Analysis of Previous Domestic Online Fashion Store Studies vol.14, pp.5, 2012, https://doi.org/10.5805/KSCI.2012.14.5.778
  5. A Study of the Factors influencing User Acceptance of Social Shopping based on Social Network Service vol.15, pp.1, 2014, https://doi.org/10.5762/KAIS.2014.15.1.61
  6. Effects of Fashion Company's Marketing Activities Using Micro-blogging Services on Chinese Consumer's Attitude toward Company and Purchase Intention vol.18, pp.6, 2014, https://doi.org/10.12940/jfb.2014.18.6.157