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http://dx.doi.org/10.12940/jfb.2019.23.2.140

The Effects of Shopping Value on the Usage Intention of Unmanned Fashion Stores -Application of Technology Acceptance Model-  

Seo, Sangwoo (Dept. of Fashion Business, Jeonju University)
Publication Information
Journal of Fashion Business / v.23, no.2, 2019 , pp. 140-155 More about this Journal
Abstract
The objective of this study was to verify the usage intention of unmanned fashion stores through the technology acceptance model and to verify the extended technology acceptance model including the shopping value as consumers' characteristic. An online survey, consisting of 626 consumers as participants, was conducted from March 13 to 19. Results of the study were as follows: This study used exploratory and confirmatory factor analysis. Furthermore, a covariance structure analysis using the maximum likelihood was conducted for hypothesis testing. According to the results, perceived ease of use affects perceived usefulness, which thereby affects the usage intention of unmanned fashion stores through attitude. Moreover, the analysis of the extended technology acceptance model including the shopping value as the intrinsic motivation of the consumers showed that the hedonic shopping value had a significant effect on the perceived ease of use and perceived usefulness, and perceived usefulness influenced the usage intention of unmanned fashion stores through attitude.
Keywords
hedonic shopping value; shopping value; technology acceptance model; unmanned fashion store; utilitarian shopping value;
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Times Cited By KSCI : 2  (Citation Analysis)
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