The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Consumer shopping perceptions of an Internet of Things environment

사물인터넷 환경에서의 소비자 쇼핑 인식

  • Lee, Minsun (Dept. of Fashion Design, Konkuk University Glocal Campus) ;
  • Lee, Hyun-Hwa (Dept. of Fashion Design & Textiles, Inha University)
  • 이민선 (건국대학교 글로컬캠퍼스 패션디자인학과) ;
  • 이현화 (인하대학교 의류디자인학과)
  • Received : 2021.01.05
  • Accepted : 2021.02.09
  • Published : 2021.02.28
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Abstract

The Internet of Things (IoT) has gained enormous popularity in various fields of industry. An IoT shopping environment is considered an effective tool for convenient use by consumers. Perceived values (including convenience and privacy risks) of IoT shopping can be the main factors that influence consumers' shopping intentions. The current study proposed a research model based on a value-based adoption model, which integrated perceived benefit and sacrifice, shopping attitude, and shopping intention in an IoT shopping environment. As potential customers, participants in their 20s and 30s were recruited through a marketing research firm. Responses collected via an online questionnaire validated the proposed research model and hypothesis. The results confirmed significant, positive relationships between perceived benefit, including both remote control and access convenience, and consumers' positive attitudes toward IoT shopping. The association between perceived privacy risk and consumers' shopping attitudes was not significant. The indirect effects of two benefits of IoT shopping on shopping intention were also significant and positive. From a practical perspective, this study can help marketers and service providers manage their IoT shopping platforms or applications more effectively to attract consumers. The implications and limitations of this study are discussed. Directions for future research and development of IoT shopping environment are suggested.

Keywords

Acknowledgement

This paper was supported by Konkuk University in 2020.

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