The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Effect of shopping platform attribute evaluations on platform trust and reuse intention - General shopping platforms vs. fashion shopping platforms -

쇼핑플랫폼 속성 평가가 플랫폼 신뢰와 재이용의도에 미치는 영향 - 종합쇼핑플랫폼 vs. 패션쇼핑플랫폼 -

  • Seung Yeon Kim (Dept. of Fashion Business, Keimyung University) ;
  • Eunah Yoh (Dept. of Fashion Marketing, Keimyung University)
  • 김승연 (계명대학교 일반대학원 패션비즈니스학과) ;
  • 여은아 (계명대학교 패션마케팅학과)
  • Received : 2023.03.29
  • Accepted : 2023.05.11
  • Published : 2023.06.30
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Abstract

To compete with the growth of fashion shopping platforms in the online fashion market, general shopping platforms have begun to expand their product categories to include fashion items. This research examines the characteristics that influence consumers' trust in each of these platforms and their intention to reuse them. Applying the concept of platforms, this study also distinguishes between general shopping platforms and fashion shopping platforms and compares their characteristics. This study surveyed 788 consumers in their 20s and 30s with experience in using general shopping platforms or fashion shopping platforms (389 and 399 respondents, respectively). SPSS was used to conduct frequency analysis, factor analysis, and cross-tabulations, and AMOS was used to conduct confirmatory factor analyses and structural equation analyses. The results were as follows: platform reputation, shopping convenience, and interactivity all influenced consumer trust. For fashion shopping platforms, the product quality factor significantly improved consumer trust. However, for general shopping platforms, the product quality factor only influenced reuse intentions to reuse and did not contribute to improving trust. Platform reputation and information offering have influenced reuse intentions for both shopping platforms. Regardless of the type of shopping platform, platform reputation has influenced reuse intentions and consumer trust, and platform esthetics didn't have affect consumer trust and consumers' reuse intentions. Consumer trust influenced the intention to reuse on both platforms.

Keywords

References

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