The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Consumer shopping orientation and perceived value according to the level of use of mobile fashion shopping

모바일 패션 쇼핑 이용정도에 따른 소비자의 쇼핑성향과 지각된 가치

  • Chae, Jin Mie (Dept. of Apparel Fashion & Business, Hansung University)
  • 채진미 (한성대학교 의류패션산업 전공)
  • Received : 2016.02.05
  • Accepted : 2016.02.15
  • Published : 2016.02.29
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Abstract

The purpose of this study is to investigate the differences in fashion shopping orientation and perceived value according to the level of use of mobile fashion shopping. Furthermore, the effect of fashion shopping orientation on perceived value was analyzed. To estimate the level of use of mobile fashion shopping, respondents were classified into four different groups in terms of their frequency of buying fashion products and the period for which they had bought fashion products. The survey was limited to adults aged 20-40 years who had purchased fashion products in a mobile shopping mall. The questionnaire was carried out from April 15, 2015 to April 22, 2015 and 430 sets of useful response data were analyzed using SPSS 17.0. The results of this study were as follows: First, fashion shopping orientation for mobile shopping consumers was divided into four factors as follows: convenience/economic shopping, ostentation/trend shopping, enjoyment shopping, and impulse shopping. Second, there was a significant difference in all the fashion shopping orientation factors except for convenience/economic shopping according to each classified group: short/few, long/few, short/many, and long/many. In addition, there was a significant difference in perceived value according to each group. Third, all the fashion shopping orientation factors except for impulse shopping had a significant influence on perceived value. Fourth, fashion shopping orientation factors had a slightly significant influence on the perceived value according to each group.

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References

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