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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 -

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  • URLhttps://db.koreascholar.com/Article/Detail/278294
구독 기관 인증 시 무료 이용이 가능합니다. 5,200원
복식문화연구 (The Research Journal of the Costume Culture)
복식문화학회 (The Costume Culture Association)
초록

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.

저자
  • 김민정(서울여자대학교 의류학과) | Kim, Minjung
  • 신수연( 서울여자대학교 의류학과) | 신수연