Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A Study on the Influencing Factors of Fashion Beauty Magazine Curation Service Usage Intention: Focused on the Extended Technology Acceptance Model

패션뷰티 매거진 큐레이션 서비스 이용의도 영향요인: 확장된 기술수용모델을 중심으로

  • 이종숙 (성결대학교 뷰티디자인학부)
  • Received : 2021.03.30
  • Accepted : 2021.04.20
  • Published : 2021.04.28
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Abstract

This study attempted to present a strategic direction that helps in vitalizing the domestic fashion and beauty magazine industry by examining the factors that influence the intention to use the fashion beauty magazine curation service. A survey was conducted on 314 college students in Korea, and the results were derived through a series of analysis processes using the SPSS 21.0 and AMOS 21.0 programs. Technology self-efficacy had a positive effect on perceived ease of use and perceived usefulness, perceived value had a positive effect on perceived usefulness. Technology self-efficacy and perceived value had a positive effect on intention to use, perceived ease of use had a positive effect on perceived usefulness. Perceived ease of use did not have a significant effect on intention to use, but perceived usefulness had a positive effect on intention to use. In order to increase the intention of using the mobile-based fashion beauty magazine curation service for college students, it is necessary to clearly understand the value and usefulness of the curation service.

본 연구는 패션뷰티 매거진 큐레이션 서비스 이용의도에 영향을 미치는 요인들을 살펴봄으로써 국내 패션뷰티 매거진 산업의 활성화에 도움이 되는 전략적 방향성을 제시하고자 하였다. 이에 국내 대학생 314명을 대상으로 설문조사를 실시하여 SPSS 21.0과 AMOS 21.0 프로그램을 이용, 일련의 분석과정을 통해 주요결과를 도출하였다. 기술효능감은 지각된 용이성과 지각된 유용성에 정적 영향, 지각된 가치는 지각된 유용성에 정적 영향을 미친 것으로 나타났다. 기술효능감과 지각된 가치는 이용의도에 정적 영향을, 지각된 용이성은 지각된 유용성에 정적 영향을 미친 것으로 나타났다. 지각된 용이성은 이용의도에 유의한 영향을 미치지 못하였고, 지각된 유용성은 이용의도에 정적 영향을 미쳤다. 따라서 대학생 소비자들의 모바일 기반 패션뷰티 매거진 큐레이션 서비스의 이용의도를 높이기 위해서는 큐레이션 서비스가 가지는 가치와 유용성을 명확하게 이해시킬 필요가 있을 것이다.

Keywords

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