KOREASCHOLAR

To compete with the growth of fashion shopping platforms in the online fashion market, general shopping platforms have begun to expand their product categories to include fashion items. This research examines the characteristics that influence consumers’ trust in each of these platforms and their intention to reuse them. Applying the concept of platforms, this study also distinguishes between general shopping platforms and fashion shopping platforms and compares their characteristics. This study surveyed 788 consumers in their 20s and 30s with experience in using general shopping platforms or fashion shopping platforms (389 and 399 respondents, respectively). SPSS was used to conduct frequency analysis, factor analysis, and cross-tabulations, and AMOS was used to conduct confirmatory factor analyses and structural equation analyses. The results were as follows: platform reputation, shopping convenience, and interactivity all influenced consumer trust. For fashion shopping platforms, the product quality factor significantly improved consumer trust. However, for general shopping platforms, the product quality factor only influenced reuse intentions to reuse and did not contribute to improving trust. Platform reputation and information offering have influenced reuse intentions for both shopping platforms. Regardless of the type of shopping platform, platform reputation has influenced reuse intentions and consumer trust, and platform esthetics didn’t have affect consumer trust and consumers’ reuse intentions. Consumer trust influenced the intention to reuse on both platforms.

I. Introduction
II. Background
    1.Characteristics and types of shopping platforms
    2. Attribute of shopping platforms
    3. Relationship between attribute evaluation, trust, and intention to reuse shopping platforms
Ⅲ. Methods
    1. Research hypothesis and research model
    2. Questionnaire composition and data collection procedures
Ⅳ. Results
    1. Characteristics of respondents
    2. Verification of reliability and validity of measurement variables
    3. Verification of structural equation model
Ⅴ. Conclusion

• Seung Yeon Kim(Master, Dept. of Fashion Business, Keimyung University, Korea) | 김승연 (계명대학교 일반대학원 패션비즈니스학과 석사)
• Eunah Yoh(Professor, Dept. of Fashion Marketing, Keimyung University, Korea) | 여은아 (계명대학교 패션마케팅학과 교수) Corresponding author