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The Effect of the Perceived Interactivity, Trust, and Flow by on the Purchase Intention of the Fashion Merchandise between Different Internet Shopping Mall Types  

Na, Youn-Kue (Dept. of Clothing & Textiles, Chung-Ang University)
Suh, Hyun-Suk (Dept. of Business Administration Chung-Ang University)
Publication Information
Fashion & Textile Research Journal / v.11, no.5, 2009 , pp. 720-731 More about this Journal
Abstract
The current study investigates the customer's perceived interactivity, perceived trust, and flow of the Internet shopping-mall. The TAM(Technology Acceptance Model) was applied to see the effect on the individual's attitude toward the shopping-mall via purchase intention. To fulfill the study objectives, a total of 806 questionnaires were distributed to the customers with first-hand experience with fashion merchandise in Internet shopping-mall. The judgement sampling method was employed on sample population ages from 20's to 40's over one month period. The result showed the following. First, the perceived interactivity had an effect on perceived trust, usefulness, Flow in all shopping mall types. but there was no effect in the relationship between the two-way Interactivity and the perceived usefulness in the Specialty Internet Shopping-mall model. Second, perceived trust and Flow had an effect on perceived usefulness in all shopping mall types. Third, perceived trust, usefulness and Flow had an effect on the attitude toward shopping-mall in all shopping mall types. Forth, perceived trust, usefulness, Flow and attitude toward shopping-mall had an effect on purchase intention of fashion merchandise in all shopping mall types.
Keywords
Perceived Interactivity; Perceived Usefulness; Trust; Flow; TAM; Purchase Intention of the Fashion Merchandise;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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