The purpose of this study is to identify mobile commerce characteristics and their influence on consumer’s purchase intention in mobile fashion shopping mall. To figure out the path of influence, TAM (Technology Acceptance Model) was applied. This model explained attitudes and behaviors of users toward acceptance of innovation technology like information technology. Davis (1989) proposed perceived ease of use (PEOU) and perceived usefulness (PU) as belief variables affected attitudes of users and the attitudes in turn affected the intention of acceptance in acceptance of information technology. However it is necessary to incorporate additional constructs to the original model in the quest for increased predictive power to explain consumer’s purchase intention (PI) in mobile shopping mall. Clarke (2001) suggested constructs of mobile commerce characteristics as ubiquity, convenience, localization, personalization and so on differentiated from internet commerce. Therefore, ubiquity, personalization and enjoyment were included as external variables to explain mobile commerce characteristics besides PEOU and PU in this study.
436 adults in their twenties and thirties which were included in panels of specialized Internet research institutions nationwide were answered on questionnaires about mobile commerce characteristics, PEOU, PU, PI (Purchase Intention) and demographics. Structural equation model was made to examine the entire pattern of inter-correlations among the constructs and the hypothesis of each path was verified using AMOS 16.0 package. As a result, the fitness of the extended TAM to explain the influence of mobile commerce characteristics on consumer’s purchase intention in mobile fashion shopping mall was proven.

• Jin Mie Chae(Hansung University)