Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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The Effects of Consumer Perception of Contactless Method on Shopping Switching Intention in Fashion Products Purchase-Focusing on the Experiential Value's Moderating Effects of Offline Fashion Stores-

패션제품구매에서의 콘택트리스 방식에 대한 소비자 인식이 쇼핑전환의도에 미치는 영향 -오프라인 패션매장의 경험적 가치의 조절효과를 중심으로-

  • Received : 2022.05.02
  • Accepted : 2022.06.14
  • Published : 2022.07.30
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Abstract

The COVID-19 pandemic has not only increased customer preference for contactless methods but also created digital business opportunities in a variety of industries. Particularly in the fashion industry, contactless distribution and contactless shopping have increased significantly. This study identifies the changed consumers' perception of contactless shopping, which has been expanded due to the COVID-19 pandemic and analyzes specific factors that influence shopping switching intention to derive efficient marketing plans for post COVID-19 era. The study targeted Korean male and female consumers. The perceived value, usefulness, and alternative attractiveness of contactless shopping had a significant effect on shopping switching intention, and a moderating effect of offline fashion stores was confirmed. These results indicate that customers' experience in a fashion store influences their next online and offline shoping. This study, therefore, proposed the direction that the fashion industry should advance from a marketing perspective in the post COVID-19 era.

Keywords

References

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