Browse > Article
http://dx.doi.org/10.7741/rjcc.2012.20.4.573

A Study on Consumers' Buying Intention toward Fashion Goods through Global Internet Shopping Malls  

Lee, Hyun-Mee (Dept. of Stylist, Young-In Songdam College)
Publication Information
The Research Journal of the Costume Culture / v.20, no.4, 2012 , pp. 573-593 More about this Journal
Abstract
The purpose of this study was to investigate consumers' buying intention toward fashion goods through global internet shopping malls. This research employed Technology Acceptance Model (TAM) as a theoretical framework and was extended to introduce fashion innovativeness, clothing involvement, consumers' needs for uniqueness, computer self-efficacy as external factors. A total of 381 copies of questionnaires were collected online. The subjects of this study were women. The collected date were analysed by factor analysis, Cronbach's alpha, correlation and path analysis. The results indicated that fashion innovativeness, clothing involvement and consumers' needs for uniqueness had a significant positive affect on perceived usefulness. Consumers' needs for uniqueness and computer self-efficacy had a significant positive affect on perceived ease of use. Perceived usefulness and perceived ease of use were found to influence buying intention toward fashion goods through global internet shopping malls. The results of this study also suggested that perceived ease of use was actually a causal antecedent to perceived usefulness. This study reveled that employing TAM to investigate the buying intention toward fashion goods through global internet shopping malls was appropriate. This study also provides empirical analysis that can serve as a guide for marketers of the fashion industry in activating global internet shopping malls.
Keywords
global internet shopping malls; buying intention toward fashion goods; Technology Acceptance Model; perceived ease of use; perceived usefulness;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
연도 인용수 순위
1 Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(14), 1111-1132.   DOI
2 Gim, W. S., & Ryu, Y. J.(2003). Korean version of consumers' needs for uniqueness scale(K-CNFU): Development and validation. Korean Journal of Consumer and Advertising Psychology, 4(1), 79- 101.
3 Gim, W. S., & Ryu, Y. J.(2005). Consumers' needs for uniqueness and consumption: Interactions with purchase purpose and style of product. Korean Journal of Consumer and Advertising Psychology, 6(2), 79-101.
4 Goldsmith, R. E., & Hofacker, C. F.(1991). Measuring consumer innovativeness. Journal of the Academy of Marketing Sciences, 19(3), 209-221.   DOI
5 Han, K. H.(2007). Characteristics of internet shoppingmalls in Korea and their improvement. The Korea Contents Association Review, 7(3), 187-196.   DOI   ScienceOn
6 Hwang, S. J., Song, K. E., & Lee, Y. K.(2003). The influence of fashion involvement, familiarity and expertise of negative information as moderate variable on extended apparel brand evaluation. Journal of Korean Society of Clothing and Textiles, 27(1), 9-17.
7 Adams, D. A., Nelson, R. R., & Todd, P. A.(1992). Perceived usefulness, ease of use, and usage of information technology: A replication. MIS Quarterly, 16(2), 227-248.   DOI   ScienceOn
8 Ajzen, I., & Fishbein, M.(1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 52, 179-211.
9 An, H. G.(2012 March 13). 해외쇼핑몰 세금주의보 [Tax avoidance of Global Internet Shopping Mall]. The Kyunghyang Shinmun. from http://news.khan.co.kr.
10 Bagozzi, R., & Yi, Y.(1988). On the evaluation of structural models. Journal of the Academy of Marketing Science, 16(1), 74-94.   DOI
11 Bandura, A.(1997). Self-efficacy: The exercise of control. W. H. Freeman and Company, New York.
12 Baumgartner, H., & Homburg, C.(1996). Applications of structural equation modeling in marketing and consumer research: A review. International Journal of Research in Marketing, 13(2), 139-161.   DOI   ScienceOn
13 Chang, C. M., Kim, J. U., & Kim, T. U.(2004). Factors influencing mobile internet service acceptance: Extension of technology acceptance model using the flow theory. Asia Pacific Journal of Information Systems, 14(3), 93-120.   DOI   ScienceOn
14 Chang, H. S., Kim, J. K., & Oh, C. G.(2002). Technology acceptance model with wed interactivity. Information Systems Review, 12(4), 55-75.
15 Chen, L. D.(2000). Consumer acceptance of virtual stores: A theoretical model and critical success factors for virtual stores. Doctor thesis, The University of Memphis, USA.
16 Choi, B. Y.(2011, March 29). 전 세계 무료 배송 해외 쇼핑몰, 안방에서 반값에 산다[Free delivery of Global Internet Shopping Malls]. Chosunbiz. from http://biz.chosun.com.
17 Rhee, Y. J.(2011). A study of consumer satisfaction in surrogate internet shopping mall for apparel products: Price perception and delivery systems. Journal of the Korean Home Economics Association, 49(9), 73-81.   DOI
18 Shin, D. H.(2011, April 9.) Smart vendor of global internet shopping malls[해외 인터넷 쇼핑몰을 누비는 스마트 보따리상]. from http://news.chosun.com
19 Statistics Korea(2012). A trend of e-commerce and cyber-shopping. from http://www.kostat.go.kr
20 Taylor, S., & Todd, P.(1995). Understanding information technology usage: A test of competing models. Information Systems Research, 6(2), 144- 176.   DOI   ScienceOn
21 Tepper, K., & Hoyle, R. h.(1996). The latent variable models of need for uniqueness. Multivariate Behavioral Research, 31(4), 467-494.   DOI   ScienceOn
22 Venkatesh, V., & Davis, F. D.(2000). A theoretical extension of the technology acceptance model: Four longitudinal field studies. Management Science, 26(2), 186-204.
23 Workman, J. E., & Kidd, L. K.(2000), Use of the need for uniqueness scale to characterize fashion comsumer groups. Clothing and Textiles Research Journal, 18(4), 227-236.   DOI   ScienceOn
24 Yu, J. E., Ha, I. S., Choi, M. K., & Rho, J. J.(2006). Extending the TAM for a T-commerce. Information and Management, 42, 965-976.
25 Lee, E. O.(2007). A study on T-commerce of fashion item: Focused on TAM model. Master thesis, Sungshin Women's University. Korea.
26 Lee, H. M.(2008). The study on the acceptance of wearable computers and consumer segmentation: Based on the technology acceptance model(TAM). Doctor thesis, Ewha Womans University. Korea.
27 Lee, T. M. & Jun, J. K.(2004), A study on the effects of ubiquitous connectivity and contextual offer on the mobil-commerce adoption: An extension of the technology acceptance model. Korea Management Review, 33(4), 1043-1071.
28 Lee. J. S.(2011, April 28). 한진 美인터넷쇼핑몰 구매 대행해 드려요 [Hanjin starts the surrogate services for American internet shopping mall]. from http://biz.chosun.com.
29 McFarland, D. J.(1999). The particularization of computerefficacy and its influence of on the technology acceptance model: A filed study. Doctor thesis, Drexel University. USA.
30 Murphy, C.(1998). Assessment of computer selfefficacy: Instrument development and validation. ERIC Document No. Ed.
31 Park, H. J.(2003). Behavioral intention toward purchasing foreign fashion goods through Korean internet shopping malls: A comparative analysis between the purchasers and non-purchasers. Journal of Korean Society of Clothing and Textiles, 27(8), 892-903.
32 Park, J. J.(2004). The impact of the consumer's innovativeness on online shopping behavior: Based on the technology acceptance model. Journal of Advertising, 63, 79-101.
33 Park, S. Y., & Park, E. J.(2010). Effects of consumer innovativeness, shopping mall attributes and satisfaction on E-loyalty for fashion products. Journal of Korean Society of Clothing and Textiles, 34(5), 765-774.   DOI   ScienceOn
34 Park, S. Y., & Park, E. J.(2011). Types of internet shopping malls for fashion products. Korean Journal of Human Ecology, 20(2), 391-400.   DOI   ScienceOn
35 Igbaria, M.(1993). User acceptance of micro computer technology: An empirical test. Omega International Journal of Management Science, 21(1), 73-90.   DOI   ScienceOn
36 Jeon, K. S., & Park, H. J.(2005). The effect of fashion orientation and consumer needs for uniqueness on buying intentions for luxury brands. Journal of Korean Society of Clothing and Textiles, 29(2), 231-241.
37 Kang, K. Y., & Jin, H. J.(2007). A study on consumers' clothing buying intention adopted by the technology acceptance model. Journal of Korean Society of Clothing and Textiles, 3(8), 1211- 1220.
38 Kim, D. W., Lee, T. M., & Kang, M. S.(2003). A study on the effects of perceived risk and perceived quality on the mobile-commerce adoption: An extension to the technology acceptance model. Daehan Journal of Business, 2, 171-193.
39 Kim, H. J.(2009). The structural model of consumers' needs for uniqueness, vanity, the internet shopping value, buying intentions: Focusing on surrogate e-commerce retailers. Master thesis, Ewha Womans University. Korea.
40 Kim, H. Y., & Kim J. W.(2002). An empirical research on important factors of mobile internet usage. Information Systems Review, 12(3), 89-113.
41 Kim, S. H., & Lim, S. J.(1996). A study on the effect of attitude toward the advertising according to clothing involvement: About expression of the jeans advertising. Journal of Korean Society of Clothing and Textiles, 20(2), 298-310.
42 Koo, D. M.(2003). An investigation on consumers' internet shopping behavior explained by the technology acceptance model. Information Systems Review, 13(1), 141-170.
43 Korea Customs Service(2010). A import trend of e-commerce. from http://www.intex.go.kr.
44 Lee, C. S., & Jang, S. Y.(2003). Users' acceptance of information systems in extended technology acceptance model. Korea Management Review, 32(5), 1415-1451.
45 Compeau, D. R., & Higgings, C. A.(1995). Computer self-Efficacy: Development of a measure and initial test. MIS Quarterly, 19(2), 189-211.   DOI   ScienceOn
46 Davis, F. D.(1986). A technology acceptance model for empirically testing new end-user information systems: Theory and results. Doctoral dissertation, Sloan School of Management, MIT. USA.
47 Davis, F. D.(1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.   DOI   ScienceOn
48 Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two. Management Science, 35(8), 982-1003.   DOI   ScienceOn