The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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A study on the factors influencing switching behavior to and satisfaction with home shopping mobile apps

홈쇼핑 모바일앱 전환 및 만족도 영향 요인 연구

  • Lee, Bomi (Dept. of Clothing & Textiles, Kyung Hee University) ;
  • Kim, Mi Sook (Dept. of Clothing & Textiles, Kyung Hee University)
  • Received : 2016.04.27
  • Accepted : 2016.10.24
  • Published : 2016.10.31
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Abstract

This study aimed to investigate the influence of consumers' innovativeness, perceived benefits of home shopping mobile apps, and satisfaction with telephone orders on switching to and satisfaction with such apps (for those who have used these apps). This study also investigated the influence of the aforementioned factors on the intention to switch to home shopping mobile apps (for those who have not used these apps). Data were collected from 546 customers ranging in age from 18 to 59 with experience purchasing fashion goods from home shopping networks, and 502 of the questionnaires were used in the statistical analyses. Structure equation models were employed using AMOS 23.0. The results were as follows: for consumers experienced with home shopping mobile apps, their innovativeness and perceived benefits of such apps (convenience, usefulness) influenced their switching behavior. Additionally, consumers' innovativeness and perceived benefits of these apps (usefulness, accessibility, interactiveness) affected their satisfaction with the apps. For those not experienced with home shopping mobile apps, consumers' innovativeness and perceived benefits of the apps (interactiveness, security, enjoyment) influenced their intention to switch to these apps. These results indicate that different strategies should be developed for home shopping consumers experienced and inexperienced with these apps for the improvement of app satisfaction.

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References

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