Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Effect of Fashion Brand Apps on Smartphones Flow and Consumer Satisfaction in Mobile Shopping

모바일 쇼핑에서 패션 브랜드 앱이 스마트폰 몰입과 소비자 만족에 미치는 영향

  • 강은미 (동아대학교 패션디자인학과) ;
  • 박은주 (동아대학교 패션디자인학과)
  • Received : 2016.07.04
  • Accepted : 2016.12.02
  • Published : 2016.12.31
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Abstract

The purposes of this study was to investigate effects of fashion brand apps on smartphones flow and consumer satisfaction in mobile shopping. These findings provide new information to marketers for the marketing strategy for dealing with mobile shopping mall. A total of 233 usable questionnaires were obtained from men and women ages 20-30 who have mobile shopping purchasing experience. Data were analyzed by frequency analysis, factor analysis using SPSS for Window 22.0 and confirmatory factor analysis and structural equation model analysis by AMOS 22.0. The results were as follows. First, the analysis of fashion brand apps factors showed that it consist of 2 kinds of dimensions of basic information type and additional information type. Second, basic information type of fashion brand apps have had a direct impact on consumer satisfaction and did not affect the smartphones flow. Additional information type influence consumer satisfaction through a smartphones flow. Basic information type of fashion brand apps showed a greater impact on consumer satisfaction than a smartphone flow. A managerial implication was discussed for fashion brand marketers to develop strategies on fashion brand apps that could stimulate and increase the consumer flow and satisfaction.

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References

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