KOREASCHOLAR

In order to identify the antecedents of internet purchasing intention toward fashion items, this study examines shopping-related variables as both direct antecedents of internet purchasing intention, and as indirect antecedents of internet purchasing intention through online-related variables. Impulse buying and market mavenism were considered as shopping-related variables, whilst online interaction readiness and online consumer procrastination were considered as online-related variables. It was hypothesized that impulse buying and market mavenism not only directly influence purchasing intention toward fashion items, but also indirectly influence it through online interaction readiness and online consumer procrastination. Data were gathered by surveying university students in Seoul using convenience sampling. A total of 286 questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The factor analysis of market mavenism, impulse buying, and online consumer procrastination revealed one dimension, whilst the factor analysis of online interaction readiness revealed two dimensions: ‘online relationship’ and ‘internet role.’ Tests of the hypothesized path proved that impulse buying indirectly influences internet shopping intention only through online consumer procrastination, whereas market mavenism influences internet shopping intention indirectly through both online interaction readiness and online consumer procrastination. The results will be useful for Internet shopping mall marketers and for future study.

Abstract
 I. Introduction
 Ⅱ. Background
  1. Impulse buying
  2. Market maven
  3. Online interaction readiness
  4. Online consumer procrastination
 Ⅲ. Methods
  1. Hypothesized model
  2. Measurement and analysis
  3. Data collection
 Ⅳ. Results and Discussion
  1. Exploratory factor analysis
  2. Confirmatory factor analysis
  3. Hypothesized model test
 Ⅴ. Conclusion
 References

• 박혜정(한국산업기술대학교 지식융합학부, Dept. of Consilience, Korea Polytechnic University, Korea) | Hye-Jung Park Corresponding author