• 한국의류산업학회지
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• 제14권6호
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• pp.941-951
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• 2012

As smartphones permeate the consumer lifestyle, branded application and mobile shopping have also received increased attention as an important marketing channel. This study identifies the general information about the use of smartphones, attitudes toward fashion applications, and mobile shopping intentions for smartphone users. Focus group interviews were conducted and 22 interviewees participated. The age of the participants ranged from 21 to 45 years old (55% were females). When examining the motivation to adopt a smartphone, respondents presented the comparable characteristics of early adopters and late adopters according to the time of adoption. Most respondents over the age of 30 showed some troubles to use a smartphone; however, participants in their 20s tended to enjoy exploring the new technology. More than half of respondents were aware of fashion applications, but were dissatisfied with fashion apps and used them infrequently. Respondents pointed out that fashion related apps were not too practical because they were not updated regularly, provided only limited information, and focused on brand promotions. In order to increase the intention to adopt mobile shopping, the price and payment security system needs to be considered. This was an exploratory study to identify the possibility of fashion branded apps as a major distribution channel. The findings of this study provide fundamental information to formulate marketing strategies for fashion businesses that have developed fashion apps.

• 한국의류산업학회지
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• 제13권4호
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• pp.548-559
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• 2011

The purpose of this study is to find out the important factors and efficient strategies concerning fashion mobile marketing. This study contributes to the effect on shopping behavior of m-commerce consumer applying technology acceptance model(TAM) in the mobile fashion merchandise shopping environment. The areas of study interest are mobile commerce interface characteristics, flow, perceived usefulness, ease of use, attitude, purchase intention. To fulfill the study objectives, a total of 406 questionnaires were conducted to the customers with first-hand experience with merchandise in mobile commerce. The judgement sampling method was employed on sample population ages from 20s to 30s over two month period. Based on the results of the above-mentioned path analysis, The result showed that different factors affect acceptance intention of the fashion M-commerce. The result which extended TAM relationship, excepted affects in perceived ease of use by navigation and Flow, perceived usefulness by perceived ease of use and purchase intention by perceived ease of use considers from all relationships the effect put out. On this wise, mobile commerce interface characteristics needs provider of basic contents to fashion mobile commerce technology acceptance and suggested the ability which diffuses a fashion mobile transactions.

• 산경연구논집
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• 제10권3호
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• pp.45-58
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• 2019

Purpose - The purpose of this study was to investigate the effects of the chatbot's characteristics (ease of use, social presence, playfulness, usefulness) on service value, customer satisfaction and reuse intention when consumers purchased fashion products in the mobile shopping environments. Research design, data, and methodology - Data were collected from Korean consumers from ages 20 to 59 who have experienced using chatbot in a mobile shopping for fashion products. After a pilot survey to 53 customers, the preliminary questionnaire was revised for the final test, and the final questionnaire was administered to 1500 customers. Out of these, 300 were collected. After deleting 48 incomplete ones, 252 questionnaires were used in the statistical analysis. Frequency analysis and exploratory factor analysis using SPSS 23.0 and confirmatory factor analysis and structure equation analysis using AMOS 18.0 were employed for data analyses. Results - First, four factors were extracted for the chatbot's characteristics: ease of use, social presence, playfulness and usefulness. Second, regarding the effect of chatbot's characteristics on service value when purchasing fashion products in the mobile shopping environment, ease of use, playfulness and usefulness of chatbot significantly affected service value. Social presence did not have significant effects on service value. Third, in terms of the effect of the chatbot's characteristics on customer satisfaction when purchasing fashion products in the mobile shopping environment, social presence, playfulness and usefulness of chatbot significantly had an effect on customer satisfaction. Ease of use did not have a significant effect on customer satisfaction. Fourth, service value of chatbot when purchasing fashion products in mobile shopping environment was found to have an effect on customer satisfaction with chatbot. Fifth, service value of chatbot on reuse intention when purchasing fashion products in the mobile shopping environment was found to have an effect on reuse intention of chatbot. Sixth, customer satisfaction with chatbot had a significant impact on the reuse intention of the chatbot when purchasing fashion products in the mobile shopping environment. Conclusions - The present study provide dimensions on the chatbot's characteristics and these may provide helpful data for further studies in this area and for marketers as well.

• Asian Journal of Business Environment
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• 제9권4호
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• pp.15-22
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• 2019

Purpose: Omni-channel retailing is a new retail phenomenon. Consumers in the omni-channel environment do not rely on one channel but integrate different channels from the same retailers freely during a particular shopping journey. The purpose of this study is to better understand omni-channel shoppers in the fashion retailing context. The present study uses consumer characteristics -- fashion innovativeness, technology innovativeness, and fashion purchase involvement -- as determinants predicting consumers' omni-channel shopping intentions for fashion products. Research design, data, and methodology: Data were collected from 403 U.S. consumers, and the Structural Equation Modeling (SEM) was performed to test proposed hypotheses. The survey for this research consisted of three parts. The first part measured consumer traits in terms of their innovativeness and purchase involvement. The second part was designed to measure consumers' omni-channel shopping intentions, and the third part gathered consumer demographic information. Results: The findings confirmed that fashion innovativeness, technology innovativeness, and fashion purchase involvement positively affected consumers' omni-channel shopping intentions. Conclusions: Fashion retailers should integrate various customer touchpoints and offer mobile-enabled technologies to boost consumer traffic to both online and offline stores. They also need to create a shopping environment that is optimized for customer engagement in various shopping processes and allow them to explore different shopping channel options for best purchase decisions.

• 복식
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• 제64권5호
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• pp.30-49
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• 2014

Mobile shopping, through the use of the smart phone, has become a very popular shopping method for consumers due to it not being limited by time or place. This research aims do the following:1)find the causes for consumers shifting to mobile shopping with the focus on fashion and beauty items; and in order to so, this research will use the TAM that was found by David et al (1989), and 2) distinguish any behavioral differences between consumer groups divided into purchasing intention of fashion and beauty items through smart phone. Path analysis was performed to verify the cause-and-effect relationship between the variables. Personal characteristics(i.e. market maven, time orientation), perceived usability, ease of use, attitude towards mobile shopping, and purchase intentions were all treated as dependant variables. The results showed that attitude towards mobile shopping was the most important variable on mobile shopping intentions. Time-oriented and Market Maven were thought to affect mobile shopping attitude and the dependent variables of purchase intention. Also, when purchasing smart phones, consumers highly valued smart phone's popularity; people with higher purchasing intention mainly used entertainment and utility apps. The following are the main reasons for not purchasing through mobile shopping: they are slower than computers, inconveniences in viewing due to small size of the screen, and security issues. The consumers used the internet as their main source of acquiring daily information. In this research, factors that affect the purchase intention were studied. However, it is difficult to firmly insist that this research correctly predicts the actual purchase intention-further studies need to be done to investigate the relationship between mobile purchase intention and actual purchase intention.

• 한국융합학회논문지
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• 제12권8호
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• pp.123-129
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• 2021

MZ세대는 상황에 따라 여러 가지 자아를 만들어 가는 멀티퍼소나 특징을 갖고 있으며 패션 스타일링 또한 각각의 퍼소나마다 다르게 표출한다. 이에 본 연구는 패션 쇼핑 앱에 멀티퍼소나 특성을 반영한 사용자 경험을 제공할 방안에 대해 연구하였다. 아이템과 컬러, 광고 위주의 추천 방식을 가진 기존 패션 쇼핑 앱은 MZ세대의 패션에 대한 고민을 해소하기에 어려운 실정이므로 이들의 특징을 적극적으로 활용할 방안이 필요하다. 이에 멀티퍼소나와 MZ세대의 개념과 특징을 조사하고, 선행연구를 통해 MZ세대의 패션 쇼핑 행태를 파악하였다. 또한 패션 쇼핑 앱에서 멀티퍼소나를 간접적으로 활용한 사례와 개선점을 분석하였다. 니즈 파악을 위한 사용자 인터뷰를 통해 4가지의 UX 요소를 도출하였고 기존의 패션 추천 틀을 벗어나 자신의 멀티퍼소나 캐릭터를 형성하여 쇼핑 경험을 제공하는 것이 패션 고민에 도움이 되고 색다른 경험을 가능케 하는 긍정적인 효과를 보였다.

• 패션비즈니스
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• 제22권6호
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• pp.83-93
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• 2018

The purpose of this research is to investigate the characteristics of big data-based fashion shopping (BDFS) application, perceived usefulness, and expectation confirmation that influence the continuous usage intention of BDFS application users based on the expectation-confirmation model. A survey was conducted with female consumers in their 20s, who are living in Seoul and Incheon area and have used BDFS applications, A total of 182 responses were used for the data analysis. Five hypotheses were proposed, and regression analyses were conducted to test those hypotheses. The results indicated that the users' perceived usefulness increased with the increase of accuracy and personalization characteristics of the app and the expectation confirmation. The result suggested that it is essential to provide accurate information for users to feel useful and to develop the personalized offerings and services which can be the biggest strength of the big-data based mobile fashion store. It was also found that continuous usage intention increases with increased perceived usefulness and expectation confirmation. This result suggests that expectations can play a critical role in perceiving the usefulness of BDFS applications and the user's expectation confirmation also significantly affected the users' continuous usage intention.

• 디지털융복합연구
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• 제13권12호
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• pp.75-87
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• 2015

본 연구는 간편결제 서비스에 대한 지각된 유용성 및 신뢰가 결제 서비스 이용에 대한 충성도 및 해당 쇼핑몰에 대한 충성도에 미치는 영향을 분석하였다. 또한 간편결제 서비스에 대한 사용자들의 지각된 유용성 및 신뢰에 사용자 개인 특성 및 결제 서비스 브랜드에 대한 인지도가 미치는 영향을 함께 검증하였다. 20대-40대 사용자를 중심으로 온라인 설문을 실시한 결과, 소비자들이 간편결제 서비스를 사용하면서 서비스 시스템에 대한 유용성을 많이 느끼고 서비스 제공자에 대한 신뢰가 높을수록 간편결제 서비스에 대한 충성도 뿐 아니라 결제 서비스를 제공한 해당 쇼핑몰에 대한 충성도 또한 높아지는 것으로 나타났다. 또한 결제 서비스에 대한 지각된 유용성 및 신뢰는 소비자 개인의 기술혁신성, 스마트폰 활용 정도 및 서비스 브랜드 인지도에 영향을 받는 것으로 나타났다. 본 연구는 온라인 또는 모바일 쇼핑환경을 제공하는 기업들이 결제 시스템을 쇼핑 사이트에 부가된 요소로서 판단하는 것이 아니라 사이트 자체의 한 구성요소로 인식하여 사이트 디자인에서부터 설계하고 구현해야 한다는 것을 보여준다.

• International Journal of Advanced Culture Technology
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• 제8권3호
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• pp.148-158
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• 2020

With the limited product information available in the m-shopping context, product-naming strategies affect consumer choices by expressing the key product features or the brand's images. Given the increasing dominance of the mobile commerce in consumption across various product categories, few studies have examined the role of product naming in consumer choices in the m-shopping. In filling the research gap, this study empirically analyzes the influence of the perceived diagnosticity of product names in m-shopping on consumer attitude towards the product. Moreover, the study tests the moderating influences of the individual characteristics of consumers (i.e., age, gender, and m-shopping experience) in the dynamics of the perceived diagnosticity impacting the product evaluations. The results of the study using an online survey reveal that the perceived diagnosticity of the product names significantly increases consumer attitude towards the product. Additionally, the moderating effects of gender, age, and m-shopping experience are all found significant: (1) The positive influence of the perceived diagnosticity of the product names is greater for males than for females. (2) The older the respondent, the more statistically significant the positive influence on diagnosticity. (3) The more respondents having m-shopping experience, the more positive the impact of the diagnosticity. Implications and limitations of the study are discussed.

• 복식
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• 제64권1호
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• pp.136-151
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• 2014

This study systematically analyzed types of fashion brand application focusing on accounts created in Korea. While referring to 'Chanel' which has developed a fashion brand app for the first time in August of 2008, not only for App store by Apple Inc. of the greatest market share but also for Android market, the one and only competitor of App store, the study examined cases of fashion brand app in Korea and foreign countries which have been in service till August of 2013 since the year of 2008. To achieve the research goal, the study conducted a literature research and a case review, categorizing the app by their distinctive functions which were Basic Information, SNS, AR, LBS, Entertainment, Mobile Shopping and Live Streaming. As for the first function, Basic Information, it was considered to provide information on a brand such as prices, sizes and colors of products which should be the most fundamental function of a fashion brand. The function would include look book, catalogues, photographs and others of products, helping users of the app with their understanding on images and concepts of the brand. Second, SNS function was considered useful for its mobility and communication and with the help of theirs, the users share fashion information with each other. Third, AR function as in a filed of virtual reality would edit virtual objects to look real in an actual environment. This would eventually offer the users a chance to try for clothes virtually. The fourth function, LBS, would work with GPS to find a store closest from a present location. This would be a help when the users try to find stores holding promotion events or trails while hiking in mountains. The fifth Entertainment function would include all sorts of games and chances for the users to listen to music and keep fashion diaries. The sixth function, Mobile Shopping, would help the users purchase items online via the app as they would not visit a store in person. The seventh function, Live Streaming, would give the users chances to actually see fashion collections in real time, held all over the world in every season. Because of this function, not only fashion experts but also regular people have become able to enjoy the fashion shows. The distinctive characteristics of the fashion brand application discussed in the study will be a useful reference when any relevant fields try to design other new fashion brand application.