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http://dx.doi.org/10.12940/jfb.2021.25.5.25

The Effect of Self-Construal Type, Mobile Product Recommendation System Type and Fashion Product Type on Purchase Intention in Moblie Shopping Environment  

Jeon, Tae June (Dept. of Fashion Design, Sungkyunkwan University)
Hwang, Sun Jin (Dept. of Fashion Design, Sungkyunkwan University)
Choi, Dong Eun (STEM Design Center, Sangmyung University)
Publication Information
Journal of Fashion Business / v.25, no.5, 2021 , pp. 25-37 More about this Journal
Abstract
As the online shopping market grows, channels in the mobile shopping environment have become increasingly diverse as a wide variety of products are introduced every day. This study investigated the effects of the self-construal type, mobile product recommendation system type, and fashion product type on purchase intention. The experimental design of this study was a 2 (self-construal type: independent vs. interdependent) × 2 (product recommendation system: bestseller vs. content-based) × 2 (fashion product type: utilitarian vs. hedonic) 3-way mixed ANOVA. Women (n = 387) in their 20 to 30s residing in Seoul and the Gyeonggi area participated in the study. The data were analyzed with the SPSS 24 program and 3-way ANOVA and simple main effects analyses were conducted. The results were as follows. First, self-construal, product recommendation, and fashion product types had a statistically significant impact on purchase intention. Second, fashion product and consumers' self-construal types had significant interaction effects on purchase intention. Finally, product recommendation and fashion product and self-construal types showed significant 3-way interaction effects on purchase intention. The study confirmed an interaction between the self-construal, type of product recommendation system, and the type of fashion product used in influencing purchase intention.
Keywords
self-construal; product recommendation system; fashion product type; purchase intention;
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