Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Effect of Interactivity, Telepresence, and Flow toward Future Behavior Intention on Internet Shopping Malls

인터넷 의류 쇼핑몰의 상호작용성, 원격실재감, 플로우가 미래행동의도에 미치는 영향

  • Jang, Se-Yoon (Dept. of Clothing & Textiles, Seoul National University) ;
  • Yang, Hee-Soon (Dept. of Clothing & Textiles, Seoul National University) ;
  • Lee, Yu-Ri (Dept. of Clothing & Textiles, Seoul National University/Research Institute of Human Ecology, Seoul National University)
  • 장세윤 (서울대학교 의류학과) ;
  • 양희순 (서울대학교 의류학과) ;
  • 이유리 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Published : 2009.09.30
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Abstract

This study investigates the relationship among interactivity, telepresence, flow, and future behavior intention in internet shopping. Respondents were female consumers age 20 to 30. These consumers are regarded to have experience in internet shopping. 500 samples were used in this research. For data analysis, descriptive statistics, factor analysis, ANOVA, and multiple regression analysis were used for this study. As the result, interactivity, telepresence, and flow affect future behavior intention. Flow is the most influential variable affecting the future behavior intention. It implies that hedonic shopping experience (aroused by flow) can increase the future behavior intention of consumers. Consumers can operate and change the product image with convenience by encouraging interactivity between the internet fashion shopping mall and consumers. Through the technology, the experience 'flow' of consumers can provide a sense of telepresence as if they were shopping in a real store. Consumers may feel unconscious of the passage of time and feel fun, free, and original. Therefore, the internet shopping mall should pay attention to what customers demand and reflect it through e-mail, real time chatting, and text messages. In addition, rich product information such as detailed images should be supplied to help customers visualize looks.

Keywords

References

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