The development of ICT technology has created new channels for product sales and promotion, which not only make information accessible to customers as easy as possible, but also provide consumers with much more absolute and comparative information. Modern consumers are exposed so many shopping channels currently, especially mobile-based channels have grown significantly and have become the center of the market. It is true that mobile shopping has led the growth of overall online shopping with the recent development of mobile devices such as smartphones and related software. The importance of strengthening corporate competitiveness and mobile-based management strategies through on line channels continues to increase. At this point, this study attempted to investigate the influencing factors by focusing on the entire distribution channel and mobile shopping channels. As most of previous studies were focused on Internet shopping malls or specific channels, So the research on mobile channels can be judged to be timely and appropriate. Furthermore, it can be said that mobile shopping channels are now presenting empirical implications. In conclusion, it provides practical implications to examine the management strategy of mobile shopping channels from the perspective of consumer value.

Mobile shoppers have encountered frequent color mismatch in the products that they have purchased, as they can only rely on their sense of sight. Therefore, fabric color and color difference recognized by smartphone display during mobile shopping were studied using instrument analysis method. It aimed to gather precise information on actual fabric color understanding of the mobile shoppers purchasing textile products. Three smartphones were selected from LG, Samsung, and Apple companies, and four colors were researched (red, yellow, green and blue) to both polyester and wool test fabrics for color analysis though color measuring instruments. The results from the spectrophotometer indicated that the color coordinate location of smartphone fabric color is similarly distributed regardless of the type of fabric. The Samsung smartphone displays a relatively high color chroma (especially on red-colored fabric) regardless of the type of fabric due to a high color reproduction range. In contrast, the LG smartphone, which has high color temperature, displays high color chroma on the blue colored fabric with a significant color mismatch between the actual fabric color and smartphone fabric color. From the results of this study, issues related to mobile shopping can be addressed through an analysis of the products sold, the smartphone’s color representation, and user understanding.

Mobile shoppers have encountered frequent color mismatch in the products that they have purchased, as they can only rely on their sense of sight. Therefore, fabric color and color difference recognized by smartphone display during mobile shopping were studied using instrument analysis method. It aimed to gather precise information on actual fabric color understanding of the mobile shoppers purchasing textile products. Three smartphones were selected from LG, Samsung, and Apple companies, and four colors were researched (red, yellow, green and blue) to both polyester and wool test fabrics for color analysis though color measuring instruments. The results from the spectrophotometer indicated that the color coordinate location of smartphone fabric color is similarly distributed regardless of the type of fabric. The Samsung smartphone displays a relatively high color chroma (especially on red-colored fabric) regardless of the type of fabric due to a high color reproduction range. In contrast, the LG smartphone, which has high color temperature, displays high color chroma on the blue colored fabric with a significant color mismatch between the actual fabric color and smartphone fabric color. From the results of this study, issues related to mobile shopping can be addressed through an analysis of the products sold, the smartphone’s color representation, and user understanding.

본 연구에서는 모바일 환경에서 패션제품을 구매할 때 소비자의 구매의도에 영향을 미치는 영향 변수로 쇼핑가치와 새로운 기술을 수용하는데 영향을 주는 신념 변수로 알려진 사용용이성과 유용성을 채택하여 경로모형을 구성하여 검정하였고, 구매경험에 따른 집단 별(중구매/경구매 집단)로 경로모형을 비교분석하였다. 온라인 설문 전문업체를 통해 스마트 폰을 통해 패션제품을 구매한 경험이 있는 20-30 대 성인을 대상으로 설문지 분석을 시행하였고, 총 411부의 유효한 데이터를 SPSS 21과 AMOS 19 프로그램을 이용하여 분석하였다. 쇼핑가치는 감성적인 차원의 쾌락적 쇼핑가치와 실용적인 차원의 실용적 쇼핑가치로 분류되었고 구성변수의 신뢰성이 확인되었다. 경로모형의 적합성은 적합한 것으로 입증되었으며, 최근 1년 동안 스마트폰을 통해 패션제품을 구매한 횟수에 따라 중구매 집단과 경구매 집단으로 분류하여 경로모형을 비교분석한 결과는 다음과 같다. 두 집단 모두 공통적으로 쾌락적 가치보다는 실용적 가치가 모바일 구매의도에 미치는 직접적인 영향력이 유의한 것으로 나타났고, 사용용이성은 직접적으로 구매의도에 영향을 미치기보다는 유용성을 거쳐 구매의도에 영향을 미치는 것으로 나타났다. 구체적으로 중구매 집단의 경우, 쾌락적 쇼핑가치가 구매의도에 주는 영향과 사용용이성이 구매의도에 주는 영향을 제외하고는 모든 경로가 유의한 것으로 나타났다. 경구매 집단에서는 쾌락적 쇼핑가치가 사용용이성에 주는 영향, 실용적 쇼핑가치가 유용성에 주는 영향, 쾌락적 쇼핑가치가 구매의도에 주는 영향, 사용용이성이 구매의도에 주는 영향의 경로가 유의하지 않은 것으로 밝혀졌다. 본 분석 결과는 다양한 유통채널을 사용하여 제품을 구매하는 현대 소비자들을 모바일 구매로 유도하기 위한 차별화된 모바일 마케팅 전략을 수립하는데 근거가 될 것이다.

The purposes of this study were to: 1) identify sub-factors of fashion shopping orientation (FSO) in adults aged 20 through 39, and analyze the differences among those FSO factors according to classified groups, which were based on gender and purchase frequency in a mobile shopping mall, and 2) to investigate the effects of FSO factors on mobile purchase intention according to the same classified groups. The questionnaire was conducted from November 10, 2015 to November 20, 2015 and its 432 respondents were classified into four groups, which were male/heavy purchaser, male/light purchaser, female/heavy purchaser, and female/light purchaser. The results of this study were as follows: First, fashion shopping orientation consisted of five sub-factors, which included “conspicuous brand pursuit”, “economic pursuit”, “pleasure/trend pursuit”, “impulse shopping”, and “convenience pursuit”. Second, There were significant differences in three factors of FSO between male purchasers and female purchasers. Male purchasers showed higher tendency than female purchasers in “conspicuous brand pursuit”, while female purchasers showed higher tendency than male purchasers in “economic pursuit” and “convenience pursuit”. All the factors of FSO showed significant differences among the classified groups. Third, “economic pursuit”, “pleasure/trend pursuit” and “convenience pursuit” affected mobile purchase intention in the case of male purchasers while “economic pursuit” and “conspicuous brand pursuit” had a influence on mobile purchase intention in the case of female purchasers. Fourth, the factors of FSO affected mobile purchase intention partly in each group. In conclusion. “economic pursuit” was proven to be the main influential factor to induce consumers to have a mobile purchase intention.

The purpose of this study is to investigate the differences in fashion shopping orientation and perceived value according to the level of use of mobile fashion shopping. Furthermore, the effect of fashion shopping orientation on perceived value was analyzed. To estimate the level of use of mobile fashion shopping, respondents were classified into four different groups in terms of their frequency of buying fashion products and the period for which they had bought fashion products. The survey was limited to adults aged 20-40 years who had purchased fashion products in a mobile shopping mall. The questionnaire was carried out from April 15, 2015 to April 22, 2015 and 430 sets of useful response data were analyzed using SPSS 17.0. The results of this study were as follows: First, fashion shopping orientation for mobile shopping consumers was divided into four factors as follows: convenience/ economic shopping, ostentation/trend shopping, enjoyment shopping, and impulse shopping. Second, there was a significant difference in all the fashion shopping orientation factors except for convenience/economic shopping according to each classified group: short/few, long/few, short/many, and long/many. In addition, there was a significant difference in perceived value according to each group. Third, all the fashion shopping orientation factors except for impulse shopping had a significant influence on perceived value. Fourth, fashion shopping orientation factors had a slightly significant influence on the perceived value according to each group.

최근 스마트폰의 보급 확대로 모바일 비즈니스가 활발해지고 있는데, 그 중에서도 모바일 쇼핑의 성장세가 가 장 두드러지고 있다. 모바일 쇼핑이 성장을 지속하기 위해서는 이용자들의 만족도가 중요하기에 본 연구에서는 여기에 영향을 미치는 요인들을 개인성향 변수를 중심으로 분석해 보았다. 이를 위해 한국, 중국, 미국, 일본 4개 국의 모바일 쇼핑 이용자 2000명을 대상으로 설문조사를 실시하였다. 스마트폰지식, 정보공유성향, 프라이버시 염려, 성별, 연령, 국적 등을 독립변수로 한 회귀모형을 구성하여 검증한 결과, 프라이버시 염려를 제외한 모든 변수가 모바일 쇼핑만족도에 유의한 영향을 미치는 것으로 나타났다. 즉, 스마트폰 지식과 정보공유성향이 높을 수록, 젊고 여성일수록 모바일 쇼핑만족도가 높게 나타났다. 또한 미국, 일본, 중국, 한국 순으로 모바일 쇼핑 만 족도가 높은 것으로 나왔다. 실증 결과를 토대로 하여 모바일 쇼핑업체는 어떤 소비자를 타겟으로 하여 전략을 펼칠 것인지에 대한 시사점을 제시하였다.

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.

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.

In this study, we identified the factors of perceived interactivity and verified the path model of effects of these factors on mobile fashion shopping purchase intention through perceived usefulness and perceived ease of use. To develop the conceptual model, we consulted the related precedent studies and searched various kinds of literatures. To verify the conceptual model, 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. Control, responsiveness and two-way communication, and contextual offer were identified as the factors of perceived interactivity. Perceived interactivity and perceived ease of use had positive effect on perceived usefulness. Perceived usefulness affected attitude toward purchase, and attitude toward purchase influenced positively on purchase intention. Perceived usefulness affected purchase intention directly as well as indirectly through attitude toward purchase. Based on the results, we proposed the marketing strategies for mobile fashion shopping businesses.

At the end of April, 2009, the number of mobile phone users reached about 46 million in Korea. Consequently, the mobile shopping market is growing rapidly, and fashion products are one of the most concerned categories in mobile shopping market. In the meantime, the growth rates of domestic fashion industry and fashion retail market are forecasted very slow. In this situation, however, the growth rate of on-line shopping market including internet shopping, TV home shopping, and mobile shopping is estimated more than 12% per year until 2010. Particularly, mobile shopping area is forecasted the most rapid growing field. The objective of this study were to confirm the factors which had influences on mobile fashion shopping and to examine the effects of these factors affect the attitude toward mobile fashion shopping and the using intention of mobile fashion shopping. With the results, marketing strategies for mobile fashion shopping companies would be proposed. Date were gathered from 125 respondents of 20's and 30's females and were analyzed by AMOS 7.0. The key points of the results are; 1) The 5 factors of instant access, individualization, amusement, usefulness and ease of use which extracted from preceding researches were confirmed as the characteristics of mobile fashion shopping, 2) among these factors, amusement and usefulness had positive influences on the attitude toward mobile fashion shopping, 3) reliability on mobile fashion shopping didn't had an influence on the attitude toward mobile fashion shopping significantly, but had a positive influence on the using intention of mobile fashion shopping directly, and 4) the attitude toward mobile fashion shopping affects using intention of mobile fashion shopping positively. With these results, mobile fashion shopping companies can establish marketing strategies from various angles.

Purpose - In this study, it is classified the service quality dimension of mobile shopping app using Kano model. In addition, it is evaluated quality factors suitable for strategic management from the viewpoint of service provider through mobile application through binary dimension analysis. Research design, data, and methodology - In this study, seven quality dimensions such as information quality, reliability, immediacy, convenience, design, security and customer service were derived through related studies to make binary shopping quality app quality measurement. 37 sub-variables were set by each quality dimensions. Each questionnaire was composed of positive and negative items like Kano's proposed method, and the satisfaction coefficient suggested by Timko(1993) was examined to understand the influence of each factors on customer satisfaction. Results - As a result of research, shopping app users perceived unity quality factor in most items of service quality dimension such as information quality, reliability, immediacy, convenience and customer service. In addition, the satisfaction coefficient showed a good impression, quick response of the result, fast delivery, and the unsatisfactory coefficient showed more interest in personal information such as payment method safety, and transaction security. As a result of research, shopping app users perceived unity quality factor in most items of service quality dimension such as information quality, reliability, immediacy, convenience and customer service. And, in information quality, the information overload was classified as an apathetic quality component, while the related information provision belonged to an attractive quality component. In reliability quality, customized service provision was classified as an attractive quality component. In instant connectivity, the quality of the connection during transport was classified as an attractive quality component. In convenience quality, access to product information was classified as a one-way quality component. All components of designs quality were classified as attractive quality components, and in security quality, all of their components were all classified as one quality component. Lastly, in customer service, they components were all classified as a single quality component. In addition, the satisfaction coefficient showed a good impression, quick response of the result, fast delivery, and the unsatisfactory coefficient showed more interest in personal information such as payment method safety, and transaction security. Conclusion - In the online service environment, which is difficult to differentiate in terms of upward upgrading only by technological implementation and function, the results of this study can be suggested as a differentiating factor for major channels with customers rather than improve the brand image.