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

The Korean Society of Clothing and Textiles (한국의류학회)
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Toward Developing a Mobile Channel Extension Model: Roles of Compatibility, Subjective Norm, and Media Influences

  • Lee, Hyun-Hwa (Dept. of Fashion Design & Textiles, Inha University) ;
  • Kim, Ji-Hyun (Dept. of Apparel, Housing, & Resource Management, Virginia Polytechnic Institute and State University)
  • Received : 2011.09.30
  • Accepted : 2011.12.22
  • Published : 2011.12.31
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Abstract

The present research developed and empirically examined a theoretical model called a Mobile Channel Extension Model for consumer behavior toward mobile commerce. We proposed three antecedents: compatibility of, subjective norm regarding, and media influence regarding mobile use for communication purposes that influence the attitude toward the subjective norm and media influences of mobile use for shopping. These in turn positively influenced the consume's intention to use mobile devices for shopping. A Structural equation modeling analysis, using the data collected from a national online survey of 524 U. S. multichannel shoppers, confirmed the proposed model. The theoretical implications of these effects were discussed and managerial suggestions were made for both academicians and practitioners.

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References

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