The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
권호 표지
DOI QR코드

DOI QR Code

Effects of mobile fashion shopping characteristics on perceived usefulness, perceived ease of use, purchase attitude, and purchase intention of mobile fashion shopping mall - Focusing on smartphone users -

모바일 패션 쇼핑 특성이 지각된 유용성과 지각된 용이성, 구매태도 및 구매의도에 미치는 영향 - 스마트폰 사용자를 중심으로 -

  • Kim, Minjung (Dept. of Clothing Science, Seoul Women's University) ;
  • Shin, Suyun (Dept. of Clothing Science, Seoul Women's University)
  • 김민정 (서울여자대학교 의류학과) ;
  • 신수연 (서울여자대학교 의류학과)
  • Received : 2014.01.28
  • Accepted : 2014.04.11
  • Published : 2014.04.30
Download PDF
⟨ Previous Next ⟩

Abstract

In this study, we identified the characteristics of mobile fashion shopping and verified the path model of effects of these characteristics on mobile fashion shopping purchase intention through perceived usefulness and perceived ease of use. We conducted the survey targeting smartphone users in their 20s~30s and analyzed the structural equation model using AMOS 16.0. The results were as follows: Mobile fashion shopping characteristics (enjoyment, credibility, instant connectivity, security, and personalization) had positive effects on perceived usefulness and perceived usefulness influenced attitude toward purchase and purchase intention positively. Attitude toward purchase affected purchase intention in a positive way and perceived usefulness had indirect effect on purchase intention through attitude toward purchase. In conclusion, we proposed the marketing strategies of the mobile fashion shopping businesses.

Keywords

References

  1. Choi, H.(2009). A study on the factors which affect the usage intention of mobile shopping. Unpublished master's thesis. Hanyang University, Seoul, Korea.
  2. Choi, J. G.(2004). A study on the accepting factors of mobile shopping service. Unpublished master's thesis. Seoul National University, Seoul, Korea.
  3. Chung, K. S., & Lee, W. B.(2008). Factors influencing on behavior intention for mobile commerce. Journal of Information Systems, 17(3), 153-174. https://doi.org/10.5859/KAIS.2008.17.3.153
  4. Clarke, I.(2001). Emerging value proposition for MCommerce. Journal of Business Strategies, 18(2), 133-148.
  5. Davis, F. D.(1986). A technology acceptance model for empirical testing new end-user information systems: Theory and results. Unpublished doctoral thesis, Massachusetts Institute of Tenochlogy, Massachusetts, U.S.A.
  6. Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. The Institute of Management Sciences, 33(8), 982-1003.
  7. DMC MEDIA(2013). 모바일 이용실태 조사[Research on mobile shopping usage]. DMC REPORT. Retrieved April 26, 2013, from http://www.dmcreport.co.kr/content/ReportViewphp?type=Survey&id=2575&gid=10
  8. Durlacher Research Ltd.(1999). Mobile Commerce Report. Durlacher Research Ltd.
  9. Hong, S. B.(2013). A study on the mobile fashion commerce characteristics and consumer groups according to purchase intention. Unpublished master's thesis. Ewha Womans University, Seoul, Korea.
  10. Jung, J., Kwak, J., Byun, J, Kang, Y., & Jung, H. (2011). A study on policy for building the rational using structure of mobile phones in a smart mobile era. Policy Report, 11(39), 1-169.
  11. Jung, W. J.(2012). The effects of usability of mobile shopping malls on customer's intention to buy. Korea Journal of Business Administration, 25(3), 1769-1791.
  12. Kim, C. Y.(2012a). The effect of shopping quality and shopping value on purchase intention in mobile fashion shopping. Unpublished master's thesis. Konkuk University, Seoul, Korea.
  13. Kim, M. J.(2009). The study of the effects of factors on the attitude and the using intention of mobile fashion shopping: Focused on 20's-30's female. The Research Journal of the Costume Culture, 17(4), 709-722.
  14. Kim, S.(2013, Dec 22). 모바일쇼핑 40.50대로 저변확대[Mobile shopping is expanding the base]. etnews. Retrieved March 16, 2014, from http://www.etnews.com/201312200420
  15. Kim, W. M.(2012b). An effect of characteristics of mobile shopping mall service on customer satisfaction and intention of use. Unpublished master's thesis. KyungHee University, Seoul, Korea.
  16. Korea Chamber of Commerce & Industry(2013a). 모바일.인터넷쇼핑 소비자 동향조사[Consumer trend report of mobile.internet shopping]. Korea Chamber of Commerce & Industry. Retrieved March 16, 2014, from http://www.korcham.net/EconNews/KcciReport/CRE01102R.asp? m_chamcd=B001__m_dataid=20120927307__m_page=1__m_query=TITLE__m_queryText=
  17. Korea Chamber of Commerce & Industry(2013b). 2014년 소매유통업 전망 조사[Forecasting research for 2014 retail market]. Korea Chamber of Commerce & Industry. Retrieved March 16, 2014, from http://www.korcham.net/EconNews/KcciReport/CRE01102R.asp?m_chamcd=A001&m_dataid=20120927567&m_page=2&m_query=TITLE&m_queryText=
  18. Korea On-line Shopping Association(2013). 2013 온라인쇼핑 시장에 대한 이해와 전망 [Understanding and prospect of on-line shopping market in 2013]. Korea On-line Shopping Association.
  19. Kwon, K. D., Lim, T. Y., Choi, W. S., Park, S. B., & Oh, D. H.(2010). 스마트폰이 열어가는 미래 [Smartphone opens future], CEO Information, 741, SERI. Retrieved July 7, 2013, from http://www.seri.org/db/dbReptV.html?menu=db02&pubkey=db20100203001
  20. Lee, E. K.(2007). A study on the effect of mobile fashion shopping characteristics and perceived risk on perceived value and purchase intention: Focusing on personal innovation and mobile internet lifestyle. Unpublished master's thesis. Yonsei University, Seoul, Korea.
  21. Lee, Y.(2008, Aug 26). 쇼핑인터넷 넘어 모바일 으로[To the mobile market beyond the internet market]. Joongang Ilbo. Retrieved June 9, 2009, from http://jjlife.joins.com/news/section/section_view.asp?mcode=2308007&total_id=3274913
  22. Lu, J., Liu, C., Yu, C. S., & Wang, K.(2008). Determinants of accepting wireless mobile data services in China. Information & Management, 45(1), 52-64. https://doi.org/10.1016/j.im.2007.11.002
  23. Ministry of Science, ICT & Future Planning(2013). 유무선 통계('13.11월) [Statistics of telecommunication service]. Retrieved January 21, 2014, from http://www.msip.go.kr/www/brd/m_220/view.do? seq=403&srchFr=&srchTo=&srchWord=&srchTp=&multi_itm_seq=0&itm_seq_1=0&itm_seq_2=0&company_cd=&company_nm=&page=1
  24. Moon, H. P., & Ok, S. J.(2005). A study on the factors influencing mobile service usage. Journal of Information Systems, 14(2), 135-157.
  25. Noh, M. J.(2006). An empirical study on the factors influencing the user acceptance of mobile services. Unpublished doctoral thesis. Kyungpook National University, Daegu, Korea.
  26. Park, J.(2014, January 22). 'PC'에서 '모바일'로 [From 'PC' to 'Mobile']. The Financial News. Retrieved January 22, 2014, from http://www.fnnews.com/view?ra=Sent0901m_View&corp=fnnews&arcid=201401220100224910011367&cDateYear=2014&cDateMonth=01&cDateDay=21
  27. Siau, K., Lim, E., & Shen, Z.(2001). Mobile commerce: Promises, challenges, and research agenda. Journal of Database Management, 12(3), 4-13.
  28. Vijayasarathy, L. R.(2003). Predicting consumer intentions to use on-line shopping: The case for an augmented technology acceptance model. Information & Management, 41(6), 747-762.
  29. Yoon, H.(2013, June 20). '모바일'이 대세다, 인터넷 소호(SOHO) 몰 모바일 시장 진출 '가속' ['Mobile' is the general trend, Internet SOHO malls are 'rushing' mobile market]. etnews. Retrieved July 7, 2013, from http://www.etnews.com/news/home_mobile/distribution/2786177_1484.html
  30. Yu, J. P.(2012). 구조방정식모델 개념과 이해 [Concept and understanding of Structure Equation Model]. Seoul: 한나래아카데미[Hannarae Academy].
  31. 2012 스마트폰이용실태조사[2012 Research about smartphone usage](2012). Korea Communications Commission & Korea Internet & Security Agency. Retrieved April 12, 2013, from http://www.korea.kr/archive/expDocView.do?docId=33295

Cited by

  1. Effects of mobile fashion shopping characteristics, perceived interactivity, and perceived usefulness on purchase intention vol.23, pp.2, 2015, https://doi.org/10.7741/rjcc.2015.23.2.228
  2. The Effect of Mobile Fashion Shopping Characteristics on Consumer's Purchase Intention - Applying the Technology Acceptance Model - vol.18, pp.1, 2016, https://doi.org/10.5805/SFTI.2016.18.1.38
  3. The Relationship among Fashion Social Media, Information Usage Behavior, and Purchase Intention vol.9, pp.11, 2018, https://doi.org/10.13106/ijidb.2018.vol9.no11.25.
  4. Mobile app Loyalty of Cross-over Shoppers: A Comparison of Korean and Chinese vol.20, pp.3, 2018, https://doi.org/10.5805/SFTI.2018.20.3.293
  5. 럭셔리 브랜드 커뮤니티에서 고객 인게이지먼트가 중국 소비자의 구매의도 및 브랜드 태도에 미치는 영향 vol.28, pp.5, 2014, https://doi.org/10.29049/rjcc.2020.28.5.621