The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
권호 표지
DOI QR코드

DOI QR Code

Effects of mobile fashion shopping characteristics, perceived interactivity, and perceived usefulness on purchase intention

모바일 패션 쇼핑 특성과 지각된 상호작용성, 지각된 유용성이 구매의도에 미치는 영향

  • Kim, Minjung (Dept. of Clothing Science, Seoul Women's University) ;
  • Shin, Suyun (Dept. of Clothing Science, Seoul Women's University)
  • 김민정 (서울여자대학교 의류학과) ;
  • 신수연 (서울여자대학교 의류학과)
  • Received : 2015.01.20
  • Accepted : 2015.03.10
  • Published : 2015.04.30
Download PDF
⟨ Previous Next ⟩

Abstract

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.

Keywords

References

  1. Broekhuizen, T., & Hoffmann, A.(2012). Interactivity perceptions and online newspaper preference. Journal of Interactive Advertising, 12(2), 29-43.
  2. Chang, H., Kim, J., & Oh, C.(2002). Technology acceptance model with web interactivity. Asia Pacific Journal of Information Systems, 12(4), 55-75.
  3. Chau, P. Y. K. & Hu, P. J. H.(2002). Investigating healthcare professionals' decisions to accept telemedicine technology: An empirical test of competing theories. Information & Management, 39(4), 297-311. https://doi.org/10.1016/S0378-7206(01)00098-2
  4. Choi, H.(2009). A study on the factors which affect the usage intention of mobile shopping. Unpublished master's thesis, Hanyang University, Seoul, Korea.
  5. Chung, K. S., & Lee, W. B.(2008). Factors influencing on behavior intention for mobile commerce. Journal of Information Systems, 17(3), 153-174. https://doi.org/10.5859/KAIS.2008.17.3.153
  6. Clarke, I.(2001). Emerging value proposition for MCommerce. Journal of Business Strategies, 18(2), 133-148.
  7. Davis, F. D.(1986). A technology acceptance model for empirical testing new end-user information systems: Theory and results. Unpublished doctoral thesis, Massachusetts Institute of Technology, Massachusetts, U.S.A.
  8. Davis, F. D., Bagozzi, R. P., & Warshaw, P. R.(1989). User acceptance of computer technology: A comparison of two theoretical models. The Institute of Management Sciences, 33(8), 982-1003.
  9. DMC Media.(2013a). 모바일 쇼핑 이용현황 및 향후 시장전망[Current situation and prospect of mobile shopping]. DMC report. Retrieved April 26, 2013, from http://www.dmcreport.co.kr/content/ReportView.php?type=Market&id=3926&gid=3
  10. DMC Media.(2013b). 모바일 이용실태 조사[Research on mobile shopping usage]. DMC report. Retrieved April 26, 2013, from http://www.dmcreport.co.kr/content/ReportViewphp?type=Survey&id=2575&gid=10
  11. Doopedia.(n.d.). Smartphone. Doopedia. Retrieved April 12, 2013, from http://terms.naver.com/entry.nhn?docId=1199937&cid=200000000&categoryId=200003372
  12. Embrain Trend Monitor.(2013). 모바일 쇼핑 U&A 관련 조사[Research on mobile shopping U&A]. 리서치보고서 [Research Report], 2013(5), 164-198.
  13. Heeter, C.(1989). Implications of new interactivity technologies for conceptualizing communication. In Salvaggio, J. L. & Bryant, J.(Eds.), Media use in the information age: Emerging patterns of adoption and consumer use, 217-235. Hillisdale, NJ: Lawrence Erlbaum Associates.
  14. Hong, S. B.(2013). A study on the mobile fashion commerce characteristics and consumer groups according to purchase intention. Unpublished master's thesis, Ewha Womans University, Seoul, Korea.
  15. Hu, P. J., Chau, P. Y. K., Sheng, O. R. L., & Tam, K. Y.(1999). Examining the technology acceptance model using physician acceptance of telemedicine technology. Journal of Management Information System, 16(2), 91-112.
  16. Jung, W. J.(2012). The effects of usability of mobile shopping malls on customers' intention to buy. Daehan Journal of Business, 25(3), 1769-1791.
  17. Kalakota, R., & Robinson, M.(2001). M-Business: the race to mobility. NY: McGraw-Hill.
  18. Kannan, P. K., Chang, A. M., & Whinston, A. B.(2001). Wireless commerce: Marketing issues and possibilities. Proceedings of the 34th Hawaii International Conference on System Sciences. IEEE Computer Society, 1-6.
  19. Kim, C. Y.(2012a). The effect of shopping quality and shopping value on purchase intention in mobile fashion shopping. Unpublished master's thesis, Konkuk University, Seoul, Korea.
  20. Kim, M. J.(2009). 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. The Research Journal of the Costume Culture, 17(4), 709-722. https://doi.org/10.29049/rjcc.2009.17.4.709
  21. Kim, M. J., & Shin, S. Y.(2013). Effects of perceived interactivity on purchase intention of mobile fashion shopping malls. The Research Journal of the Costume Culture, 21(6), 891-906. https://doi.org/10.7741/rjcc.2013.21.6.891
  22. Kim, M. J., & Shin, S. Y.(2014). Effects of mobile fashion shopping characteristics on perceived usefulness, perceived ease of use, purchase attitude, and purchase intention of mobile fashion shopping mall: Focusing on smarphone users. The Research Journal of the Costume Culture, 22(2), 240-257. https://doi.org/10.7741/rjcc.2014.22.2.240
  23. Kim, W. M.(2012b). An effect of characteristics of mobile shopping mall service on customer satisfaction and intention of use. Unpublished master's thesis, KyungHee University, Seoul, Korea.
  24. Korea Internet & Security Agency.(2013). 2013년 모바일인터넷이용실태조사 [2013 Mobile internet usage research]. Seoul: Korea Internet & Security Agency.
  25. Korea On-line Shopping Association.(2013). 2013 온라인쇼핑 시장에 대한 이해와 전망 [Understanding and prospect of on-line shopping market in 2013]. Seoul: Korea On-line Shopping Association.
  26. Lee, E. K.(2007). A study on the effect of mobile fashion shopping characteristics and perceived risk on perceived value and purchase intention: Focusing on personal innovation and mobile internet lifestyle. Unpublished master's thesis, Yonsei University, Seoul, Korea.
  27. Lee, J. H., & Choi, Y. K.(2002). The effects of perceived interactivity on users' involvement, attitude, and revisiting intention on a search engine web site. The Korean Journal of Advertising, 13(5), 223-247.
  28. Lee, J. R.(2004). The effect of internet interactivity on e-brand identification, relationship quality and loyalty. Unpublished doctoral dissertation, Sejong University, Seoul, Korea.
  29. Lee, S. H.(2006). Effects of ubiquitous attributes of mobile contents on perceived interactivity and behavioral outcome. Unpublished doctoral dissertation, Seoul National University, Seoul, Korea.
  30. Lee, T. M.(2003). The effect of components of interactivity of purchase intention in mobile environments: Focused on the direct effects of ubiquitous connectivity and contextual offer. Unpublished doctoral dissertation, Seoul National University, Seoul, Korea.
  31. Lu, J., Liu, C., Yu, C. S., & Wang, K.(2008). Determinants of accepting wireless mobile data services in China. Information & Management, 45(1), 52-64. https://doi.org/10.1016/j.im.2007.11.002
  32. McMillan, S. J.(2000, August). What is interactivity and what does it do? Paper resented at the Conference of Association for Education in Journalism and Mass Communication, Phoenix, AZ.
  33. McMillan, S. J., & Hwang, J. S.(2002), Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity. Journal of Advertising, 31(3), 29-42. https://doi.org/10.1080/00913367.2002.10673674
  34. Ministry of Science, ICT & Future Planning(2014). 무선통신서비스 통계 현황 [Statistics of mobile telecommunication service]. Retrieved July 31, 2014, from http://www.msip.go.kr/www/brd/m_220/view.do?seq=448&srchFr=&srchTo=&srchWord=&srchTp=&multi_itm_seq=0&itm_seq_1=0&itm_seq_2=0&company_cd=&company_nm=&page=1
  35. Moon, H. P., & Ok, S. J.(2005). A study on the factors influencing mobile service usage. Journal of Information Systems, 14(2), 135-157. https://doi.org/10.1057/palgrave.ejis.3000531
  36. Muller-Veerse, F.(1999). Mobile commerce report. London: Durlacher Research Ltd.
  37. Newhagen, J. E.(1998, July). Hitting the agenda reset button for the Internet: The problem of matching research with development. Paper presented at the International Communication Association Conference, Jerusalem, Israel.
  38. Noh, M. J.(2006). An empirical study on the factors influencing the user acceptance of mobile services. Unpublished doctoral thesis, Kyungpook National University, Daegu, Korea.
  39. Siau, K., Lim, E., & Shen, Z.(2001). Mobile commerce: Promises, challenges, and research agenda. Journal of Database Management, 12(3), 4-13. https://doi.org/10.4018/jdm.2001070101
  40. Statistics Korea(2014a). Online shopping in the second quarter 2014. Retrieved July 31, 2014, from http://kostat.go.kr/portal/korea/kor_nw/2/11/3/index.board?bmode=read&aSeq=328878
  41. Statistics Korea(2014b). Online shopping in the first quarter 2014. Retrieved July 31, 2014, from http://kostat.go.kr/portal/korea/kor_nw/2/11/3/index.board?bmode=read&aSeq=327188
  42. Teo, H. H., Oh, L. B., Liu, C., & Wei, K. K.(2003). An empirical study of th effects of interactivity on web user attitude. International Journal of Human-Computer Studies, 28, 281-305.
  43. Visayasarathy, L. R.(2003). Predicting consumer intentions to use on-line shopping: The case for an augmented technology acceptance model. Information & Management, 41(6), 747-762. https://doi.org/10.1016/j.im.2003.08.011
  44. Won, W. H., & Lee, J.(2007). Interactivity and interaction: Proposing a new measurement of online advertising effectiveness. The Korean Journal of Advertising and Public Relations, 9(1), 223-249.
  45. Wu, G.(2000). The role of perceived interactivity in interactive ad processing. Unpublished doctoral dissertation, University of Texas, Austin, U.S.A.
  46. Yang, H.(2009). Interactivity perceived by consumers in internet fashion shopping malls. Unpublished doctoral dissertation, Seoul Nation University, Seoul, Korea.
  47. Yu, J. P.(2012). 구조방정식모델 개념과 이해 [Concept and understanding of Structure Equation Model]. Seoul: Hannarae Publishing Co.