The Study of the Effects of Factors on the Attitude and the Using Intention of Mobile Fashion Shopping- Focused on 20's~30's Female -

Min Joung Kim

11 citations0/0 files storedThe Research Journal of the Costume Culture

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Technology Adoption and User Behaviour Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

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.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2001Mobile Commerce 2007Effects of Consumer-Perceived Convenience on Shopping Intention in Mobile Commerce

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2016The Effect of Mobile Fashion Shopping Characteristics on Consumer's Purchase Intention - Applying the Technology Acceptance Model -2012Domestic Research Trends in IT Fashion 2013Effects of perceived interactivity on purchase intention of mobile fashion shopping malls 2014Effects 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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