Asia-Pacific Journal of Business (아태비즈니스연구)

KNU The Institute of Management & Economy Research (강원대학교 경영경제연구소)
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A Study on the Shopping Life through Mobile Visual Search

  • Tungyun Liu (TI & MOPH) ;
  • Sijun Sung (Graduate School of International Studies, Pusan National University) ;
  • Heeju Chae (Department of Fashion Design and Merchandising, Kyungsung University)
  • Received : 2024.02.29
  • Accepted : 2024.03.24
  • Published : 2024.03.31
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Abstract

Purpose - To examine the influence of mobile visual search as a strategic technology service on consumer perceived economic value and customer commitments, which in turn affect consumer's usage intention of mobile visual search. This study also explores the moderating effect of different levels of consumer online shopping orientation. Design/methodology/approach - One-by-one open-ended in-depth interview was first undertaken to 15 Korean consumers to figure the features of mobile visual search. Then a conceptual model was built to verify the hypotheses that indicate the impact of mobile visual search on consumer perceived economic value and customer commitment, which further influence consumer's usage intention. Findings - The results show Convenience, Information quality, Personalization, Text-free search interface design and Visual communication of mobile visual search positively influence consumer perceived economic value and customer commitment and in turn positively affect consumer's usage intention. Moreover, the different levels of consumer online shopping orientation also found to have different effects on consumers' perception and behavior of using mobile visual search in online fashion shopping. Research implications or Originality - The present study verified that mobile visual search is a service tool that consumers want to use in the online fashion shopping journey since it provides economic benefits.

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