Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Study on Commerce Strategies by Mobile Shopping Site Types for Fashion Products

패션제품에 대한 모바일 쇼핑 사이트 유형별 커머스 전략 연구

  • 장은영 (동서울대학교 패션디자인과)
  • Received : 2016.11.25
  • Accepted : 2017.02.01
  • Published : 2017.02.28
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Abstract

This study analyzed consumers' online fashion shopping site usage by site type and analyzed how product information search and product purchase differ. In addition, by comparing and analyzing preference and selection factors of PC and mobile shopping, we tried to provide basic data of effective mobile commerce operation strategy according to expansion of mobile market in fashion industry. We surveyed the use of 6 types of online sites (portal site, open market, general shopping mall, social commerce shopping mall, brand shopping mall and non-brand shopping mall) to understand the usage of mobile shopping site for consumers' fashion products. Consumer survey subjects were 373 college students in their early 20s who had the most mobile shopping experiences. The questionnaire consisted of online fashion site usage items, internet and mobile fashion shopping preference (6 items), internet and mobile shopping choice behavior (10 items), and purchase intention (3 items) .Data were analyzed using SPSS 14.0 program. The high preference of portal sites, open market, social commerce, and non-brand shopping malls in shopping online fashion products is a result of the perceptual changes of major distribution channels and the trends of consumers' value consumption tendency. Therefore, it is necessary for fashion companies to actively cope with fashion product distribution competition with huge shopping sites of current online market by well understanding consumers' preference trends and factors of online sites.

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References

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