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http://dx.doi.org/10.9708/jksci.2022.27.02.229

A Study on the Selection Factors of Mobile Fashion Shopping Apps  

Jung, Na-Eun (Dept. of Business Administration, Chungbuk National University)
Lee, Hyung-Seok (School of Business, Chungbuk National University)
Publication Information
Journal of the Korea Society of Computer and Information / v.27, no.2, 2022 , pp. 229-236 More about this Journal
Abstract
In this study, we proposed a hierarchical model of a mobile fashion shopping apps to find out factors that consumers consider when choosing a mobile fashion shopping apps, and also derived priorities by calculating the weights of the selection factors. To estimate the priorities of selection factors, we analyzed survey data collected from consumers who are currently using a mobile fashion shopping apps. As a result of this study, the first-step selection factors of the mobile fashion shopping apps consisted of economics, informativity, convenience, reliability, and additional service, and economics factor revealed to be the most important. Additionally, in the result of synthesizing the weights of the first-step and second-step selection factors, the coupons and discount event factor was found to be the most important. In the fierce competition of various mobile fashion shopping apps, the findings of this study not only proposed the evaluation model of mobile fashion shopping apps using the AHP technique but provided the priority of consumers' selection factors for mobile fashion shopping apps.
Keywords
AHP; Mobile shopping; Fashion shopping apps; Mobile apps; Priority;
Citations & Related Records
Times Cited By KSCI : 9  (Citation Analysis)
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