This study aims to help companies with efficient investment and marketing strategies by empirically verifying the impact on satisfaction and purchase intention for artificial intelligence-based digital technology supported shopping assistants introduced in e-commerce. Frequency, factor, SEM, and multiple group analysises were conducted using SPSS 26.0 and Amos 26.0. As a result, first, motivated consumer innovativeness elements of AI shopping assistant were derived into a total of four categories: functional, hedonic, rational, and reliable. Second, in the order of hedonic and rational, satisfaction with the AI shopping assistant was significantly affected, and in the order of rational and functional, purchase intention was significantly affected. The satisfaction with the AI shopping assistant did not affect the purchase intention. Third, in the case of hedonic, the AI-preferred group had a more significant effect on satisfaction than the human-preferred group, and in the case of rational, there was no difference by group in purchase intention. Thus, it was found that consumers prefer AI shopping helpers for e-commerce because they can shop reasonably and are functionally convenient. Therefore, when introducing AI shopping assistants, it is essential to include content that can compare and analyze fundamental information, such as product prices, as well as search functions and payment system compatibility that facilitate shopping.

The online shopping market is expanding, with online shopping malls now subdivided into personal computer(PC) and mobile versions. Meanwhile, various efforts to promote online sales are being carried out in a bid to improve performance, and detailed research is required to inform such strategies. The purpose of this study was to classify online shopping mall types into PC fashion malls and mobile fashion malls with the aim of assessing sales promotion satisfaction and investigating the relationship between sales promotion satisfaction and consumers’ behavioral intentions. Data were collected by a survey firm in June 2023, and 248 copies of the data were used for analysis. SPSS 28.0 was used to process the data, and frequency analysis, factor analysis, reliability analysis, and regression analysis were performed. The satisfaction factors for various sales promotions used by PC and mobile fashion shopping malls were empirically subdivided in consideration of consumer perspectives, and potentially effective marketing strategies were presented. Differences were observed in the type of satisfaction with sales promotion between PC fashion shopping malls and mobile fashion shopping malls and in the effect of sales promotion satisfaction on behavioral intention. Based on the study’s findings, effective sales promotion strategies that can increase satisfaction and enhance behavioral intention may be developed and implemented through the use of various and different sales promotion strategies in PC and mobile fashion shopping malls.

In the rapidly changing online shopping environment, resulting from the impact of the COVID-19 pandemic, companies are implementing sales promotions, such as offering various discount coupons, to increase consumers' product purchase volume. They are also attracting consumers through low-price appeals, with the expectation of improving sales. However, sales promotions issued by companies have numerous usage conditions, and consumers need to make appropriate efforts to meet the stated conditions. Previous research on promotions and consumer behavior has primarily focused on analyzing monetary promotions (such as full discounts) or non-monetary promotions (such as reward points) individually, with little attention paid to a comparative analysis of the two. Additionally, the type of promoted product can impact consumer behavior.

The present study choose to conduct consumer behavioral research in Metaverse situation, explores factors that influence consumer shopping enjoyment and purchase intention from product, service and technology perceptive. The research team gathered the primary data through questionnaire subjecting to Chinese consumers (n=300) who know about TaoBao future city which themes on virtual buying in Metaverse. In addition, structural equation modeling is employed to examine the hypothesized relationship among the variables. The result shows that all the driving factors positive effects consumer shopping enjoyment and then influence purchase intention positively. The finding is significantly fundamental to establish theoretical framework future about virtual shopping in Metaverse, and help marketers realize how to set virtual stores in Metaverse to enhance consumer shopping experience so that they could improve consumer purchase intention in the context.

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.

Many studies have suggested that e-commerce value creation potential depends on four interdependent factors Lock-In, Complementarity, Efficiency, and Novelty. In order to survive in the recent fierce competition, companies have also secured e-Trust that strengthens long-term business relationships by reducing consumer uncertainty. This study, while analyzing the value creation factors (Lock-in, Complementarity, Efficiency, Novelty, e-Trust) of recent e-commerce (online shopping mall) companies from the point of view of purchase intention, customer value (Functional value, Emotional value, Social value) We present an academic proposition that can also examine the mediating effect of value). First, through previous studies on value-based strategy and value creation in e-commerce, various discussions on the theoretical background necessary for effective value-based strategy establishment and strategy execution of e-commerce (online shopping mall) companies were reviewed. Second, it provides academic discussion and practical implications by presenting academic propositions on the value creation factors of e-commerce (online shopping mall) companies, purchase intentions, and customer value, and confirming the basis through empirical analysis.

The purpose of this study is to investigate the mediating effect of trust when a media broadcaster (such as a disc jockey [DJ]) acting as an information source and the content they provide during live commerce streaming affect acceptance intention. Live commerce is increasing rapidly, offering a new fashion distribution channel by supplementing possible shortcomings of existing online shopping. Data was collected for the empirical study from female consumers in their 20s who actively accepted fashion technology. Statistical analysis of the data was conducted using IBM SPSS Macro Process 3.5. First, the reliability and validity of the variables for information source characteristics, content informativeness, trust, and acceptance intention were verified, and each variable was confirmed as a single factor. Bootstrap analysis was performed using Macro Process Model 4 to reveal the effects of information source characteristics and content informativeness on acceptance intention. As a result of analyzing the mediating effect for each path model with trust as a parameter, it was found that both the direct and indirect effects of the mediating path were significant. This result means that the characteristics of information sources and content informativeness are partially mediated by trust. Therefore, to promote consumer behavior in a live commerce shopping environment, it is necessary to enhance trust. This can be achieved by a media broadcaster with fashion expertise to increase the perception of the attractiveness of the information source and to improve the usefulness of the fashion information being delivered.

본 연구는 타오바오 라이브 스트리밍 쇼핑의 특성과 주관적 규범이 라이브 스트리밍 쇼핑 사용 의도에 어떤 영향을 미치는지에 대해 조사하였다. 타오바오 라이브 스트리밍 쇼핑의 특성인 ‘인식된 즐거움’, ‘신뢰성’, ‘상호작용성’, ‘즉시성’과 ‘주관적 규범’이 타오바오 라이브 스트리밍 쇼핑의 사용 의도에 미치는 영향을 파악하기 위해 몰입이론과 합리적 행동 이론을 기반으로 연구를 진행하였다. 중국인 335명을 대상으로 설문조사를 실시하였으며 결과는 다음과 같다. ‘상호작용성’을 제외한 나머지 특성인 ‘인식된 즐거움’, ‘신뢰성’ 및 ‘즉시성’이 타오바오 라이브 스트리밍 쇼핑 사용에 대한 태도에 긍정적인 영향을 미치는 것으로 나타났다. 타오바오 라이브 스트리밍 쇼핑 사용에 대한 태도는 타오바오 라이브 스트리밍 쇼핑 사용 의도에 긍정적인 영향을 미치는 것으로 나타났으며 ‘주관적 규범’이 사용 의도에 긍정적인 영향을 줄 수 있는 것으로 나타났다. 본 연구는 타오바오 라 이브 스트리밍 쇼핑의 특성과 ‘주관적 규범’이 라이브 스트리밍 쇼핑 이용 의도에 어떤 영향을 미치는지 이해하는데 도움이 될 뿐만 아니라 다양한 라이브 스트리밍 쇼핑에 관한 마케팅 전략을 개발 하는데 도움이 될 수 있다.

As the postsecondary school-age population continues to decline, universities are building identities to differentiate themselves and create a favorable impression among this cohort. We investigated the role of logo-bearing products as a way of promoting university identity, specifically, the effects of ingroup ties, ingroup affect, and centrality on attitude toward university logo products and purchase intention. This study further examined the moderating effects of perceived university prestige on the relationship between logo product attitude and in-store purchase intention, and the moderating effect of online shopping frequency on the relationship between logo product attitude and online purchase intention. We conducted a survey of undergraduate and graduate students at a university in Seoul. Survey responses (N=561) were collected and processed using SPSS 23.0. Multiple regression analysis showed that ingroup ties and affect had significant effects on product attitude. However, centrality had no significant effect on attitude toward the product. Product attitude had a direct significant effect on both in-store and online purchase intention. Perceived university prestige moderated the relationship between product attitude and in-store purchase intention. Moreover, online shopping frequency moderated the relationship between product attitude and online purchase intention. The results of this study are expected to provide fundamental knowledge for developing product strategy of logo products.

Consumers have enjoyed shopping via the web for over a decade, but the emergence of shopping through social media or social commerce is slowly gaining traction Instagram is one of the largest interactive photo-sharing sites that retailers, specifically apparel and accessory companies, are utilizing to sell their merchandise. Consumers are increasingly using this platform to engage, discover and get inspired; therefore, it is critical for retailers to understand how this platform influences purchase intention. This paper focuses on analyzing the impact of Instagram on consumer’s purchase intention based on an adapted model of Technology Acceptance Model and Theory of Reasoned Action. Using multi-group analysis, consumers (n=317) were divided into two groups: shopped for fashion products (including browsing, making a one-time purchase, or making repeat purchases) or not shopped using Instagram for apparel specific brands. The participants were surveyed using an online instrument with questions related to attitude, subjective norms, normative beliefs, perceived usefulness (PU), perceived ease of use (PEOU) and purchase intention. Frequency statistics were obtained for the demographic variables. Overwhelmingly (approximately 78%), respondents used Instagram daily with 82.6% following an apparel brand. 40% of the respondents had shopped previously on Instagram (i.e. browsed as well as purchased products), with 13% of these respondents spending more than $100. An exploratory factor analysis using principal component with varimax rotation and a minimum eigen value of one was used to identify the latent variables in the model: PEOU (α = 0.82); PU (α = 0.81); Normative Beliefs (α = 0.81); Attitude (α = .87); Subjective Norm (α = 0.88); Purchase Intention (α = 0.79). Results indicated that subjective norms did not influence purchase intention for both the groups indicating that consumers do not follow “groupthink” mentality while intending to purchase via Instagram. Furthermore, it was found that PEOU influence on attitude for the two groups of consumer were different, with no impact for the group who had shopped on Instagram. All the other relationships were supported in the model. These results provide both implications and limitations for retailers and academia.

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 unique benefits offered by mobile shopping services have created new value propositions that motivate consumers choosing the mobile shopping channel over other channels. Consumers use the mobile shopping channel in different situational contexts regardless temporal and spatial constraints. The situational motivations using mobile shopping services are from consumer expectations of the benefits they can obtain in a specific situation, driving consumers to use the services again in the situation. Drawing upon assimilation-contrast theory (LaTour & Peat, 1979) and the notion of compatibility in Perceived Characteristics of Innovation (PCI) framework (Rogers, 1995), consumers tend to compare consumption experiences to their internalized standards (e.g., expectations, performance norms) for subsequent evaluations (LaTour & Peat, 1979). When consumer experience of using the product/service is consistent with their internalized standards, consumers will perceive the product or service is compatible, fulfilling their needs and values. Thus, once compatibility of the product or service is determined, consumer continued intention to use the product or service could be increased. By applying this conceptual framework to consumer mobile shopping behavior, this study examined the different sets of situational motivations (i.e., variety seeking, information in planned, time pressure, pleasure in bargain) of mobile shopping and how the different motivational factors may increase compatibility of mobile shopping services and further lead continued intention to use the services. A total 305 completed responses were collected via online. The sample consisted of slightly more female (52.1%) than males (47.9%); ages ranging from 19 to 63. The two steps of structural equation modeling were used to validate measurement model and to test hypotheses using Amos 22.0.The measurement model was evaluated using Confirmatory Factor Analysis, showing a good fit to the data (χ2 = 294.218 with 103 df at p-value .000, CFI of .926, and RMSEA of .078). The fit statistics of the structural model indicated a good fit to the data (χ2 = 317.925 with 107 df at p-value .000, CFI of .919, and RMSEA of .081). The study found that variety seeking (Г = .942, t = 5.254, p-value < .001) and time pressure (Г = .205, t = 1.970, p-value= .049) motivations were positively related with mobile shopping compatibility and the compatibility had positive effect on continued intention to use mobile shopping services (β = .836, t = 14.362, p-value < .001). This study results suggest that variety seeking and time sensitive consumers perceive that mobile shopping channel fulfills their needs. This study also found that these specific motivations could increase the degree of mobile shopping channel compatibility, resulting in continued intention to use the mobile shopping channel. The findings of this study enable academics and retailers to understand consumer situational motivations in using the mobile shopping channel and serve to help retailers develop mobile shopping services and apps meeting consumer needs in different situations.

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.

The purpose of this study is to empirically investigate consumers’ clothes shopping orientation factors and perceived risk factors affecting the purchase intention for fashion products in social commerce. For this study, questionnaires were given to 500 adults in their 20s~30s who had experience of using social commerce related to general products or services. To analyze the results of this study, we conducted descriptive analysis, factor analysis, reliability analysis, a chi-square independence test, and hierarchical regression analysis using SPSS 18.0. The results were as follows. First, social commerce users’clothes shopping orientations were classified into the pursuit of pleasure, brand, fashion innovation, trend, and utility, and the perceived risks were classified into the risks related to products, consumer service, loss of purchase opportunity, confidence in the web site, economy, and security. Second, clothes shopping orientation factors and perceived risk factors had a somewhat significant influence on the purchase intention for fashion products. Third, there was a significant difference between sexes regarding the influences of the clothes shopping orientation factors and perceived risk factors for the purchase intention of fashion products. Finally, this study aims to provide useful information for fashion companies to enable them to establish specific strategies that can influence consumers’purchase behaviors through social commerce.

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.