KOREASCHOLAR

The purpose of this study was to verify the effect of mobile fashion shopping characteristics and perceived interactivity on perceived usefulness, and the effect of perceived usefulness on purchase attitude and purchase intention based on TAM (Technology Acceptance Model). We conducted the survey targeting smartphone users in their 20s~30s living in Seoul and metropolitan area. Among 483 data collected, we used 452 samples except 31 unreliable respondents for the analysis. To analyze the structural equation model, we did factor analysis, reliability analysis, and structural equation model analysis using SPSS 18.0 and AMOS 16.0. The results were as follows: We confirmed 5 mobile fashion shopping characteristics (enjoyment, credibility, instant connectivity, security, and personalization) and 3 perceived interactivity factors (control, responsiveness and two-way communication, and contextual offer) as results of confirmative factor analysis. Mobile fashion shopping characteristics and perceived interactivity had positive effects on perceived usefulness. Mobile fashion shopping characteristics affected perceived interactivity and also had indirect effect on perceived usefulness via perceived interactivity. In other words, mobile fashion shopping characteristics had direct and indirect effect on perceived usefulness. Perceived usefulness influenced purchase attitude and purchase attitude influenced purchase intention. Perceived usefulness had direct effect on purchase intention and the indirect effect through purchase attitude was significant.

I. Introduction
 II. Theoretical Background
  1. TAM and perceived usefulness
  2. Mobile fashion shopping characteristics andperceived interactivity
 III. Research Methods
  1. Conceptual model and research hypothesis
  2. Measurements, data collection, and analysis
 IV. Results
  1. Characteristics of respondents
  2. Testing of research model
 V. Conclusion
 References

• 김민정(서울여자대학교 의류학과) | Minjung Kim
• 신수연(서울여자대학교 의류학과) | Suyun Shin Corresponding author