• 복식문화연구
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• 제21권6호
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• pp.891-906
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• 2013

In this study, we identified the factors of perceived interactivity and verified the path model of effects of these factors on mobile fashion shopping purchase intention through perceived usefulness and perceived ease of use. To develop the conceptual model, we consulted the related precedent studies and searched various kinds of literatures. To verify the conceptual model, we conducted the survey targeting smartphone users in their 20s~30s and analyzed the structural equation model using AMOS 16.0. The results were as follows. Control, responsiveness and two-way communication, and contextual offer were identified as the factors of perceived interactivity. Perceived interactivity and perceived ease of use had positive effect on perceived usefulness. Perceived usefulness affected attitude toward purchase, and attitude toward purchase influenced positively on purchase intention. Perceived usefulness affected purchase intention directly as well as indirectly through attitude toward purchase. Based on the results, we proposed the marketing strategies for mobile fashion shopping businesses.

• The Journal of Asian Finance, Economics and Business
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• 제7권7호
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• pp.509-517
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• 2020

The study seeks to understand the effects of boredom proneness on impulse purchasing and smartphone addiction of young consumers. Moreover, the possible mediating role of smartphone addiction is tested for the effect of boredom proneness on impulse purchasing. Nowadays, the effect of emotions on human behavior is generally accepted, and boredom is one of the important and common problematic feelings or moods at various levels of life due to factors like unemployment, not being able to work in a suitable job, not getting appropriate education matching individual abilities, monotony of tasks, and feeling life is meaningless. Investigating the effect of boredom on specific consumer behavior would increase our knowledge about consumer behavior. For the research, a survey was conducted 313 students from Kirikkale University, Keskin Vocational High School; the data were collected by convenience sampling method. The data were processed through statistical tools like exploratory factor analysis, coefficient alphas, and regression analysis. The results of the study reveal that boredom proneness affects impulse purchasing and smartphone addiction. In addition, it is understood that smartphone addiction plays a mediating role in the effect of boredom proneness on impulse purchasing. These results indicate that boredom can be an important factor affecting certain negative consumer behaviors.

• 복식문화연구
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• 제23권2호
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• pp.228-241
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• 2015

The purpose of this study was to verify the effect of mobile fashion shopping characteristics and perceived interactivity on perceived usefulness, and the effect of perceived usefulness on purchase attitude and purchase intention based on TAM (Technology Acceptance Model). We conducted the survey targeting smartphone users in their 20s~30s living in Seoul and metropolitan area. Among 483 data collected, we used 452 samples except 31 unreliable respondents for the analysis. To analyze the structural equation model, we did factor analysis, reliability analysis, and structural equation model analysis using SPSS 18.0 and AMOS 16.0. The results were as follows: We confirmed 5 mobile fashion shopping characteristics (enjoyment, credibility, instant connectivity, security, and personalization) and 3 perceived interactivity factors (control, responsiveness and two-way communication, and contextual offer) as results of confirmative factor analysis. Mobile fashion shopping characteristics and perceived interactivity had positive effects on perceived usefulness. Mobile fashion shopping characteristics affected perceived interactivity and also had indirect effect on perceived usefulness via perceived interactivity. In other words, mobile fashion shopping characteristics had direct and indirect effect on perceived usefulness. Perceived usefulness influenced purchase attitude and purchase attitude influenced purchase intention. Perceived usefulness had direct effect on purchase intention and the indirect effect through purchase attitude was significant.

• International Journal of Contents
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• 제11권1호
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• pp.31-40
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• 2015

This paper primarily intends to explore whether smartphones accelerate the customer education paradox. Smartphone usage is becoming a mainstream habit, and it is changing people's shopping experience and conventional practices, hence presenting new challenges to the market. A smartphone affects customers strongly when they are trying to choose a product/service among a variety of options, and making purchase decisions. With smartphones bringing such changes and challenges to the market, especially to the companies and stores, it is important to understand market trends in order to retain the loyalty of existing customers as well as to attract new buyers. Therefore, companies and stores should offer enhanced and better technical service quality, along with the use of tools such as QR codes. Further, mobile based websites would offer a suitable approach in assisting customers using smartphones to obtain better information of greater value. The results of this study imply that there is an opportunity for organizations to design various methods of imparting customer education by using smartphones, such as loading applications on a smartphone that lead to more information with good quality and present real benefits regarding the products/services.

• 한국정보통신학회:학술대회논문집
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• 한국정보통신학회 2013년도 추계학술대회
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• pp.219-222
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• 2013

최근 스마트폰의 급격한 확산은 우리 일상생활에 패러다임을 바꾸어 놓고 있다. 애플의 아이폰이 출시되면서 스마트폰에 대한 관심이 폭발적으로 증가하고 스마트폰을 활용하는 인터넷 기반 서비스가 활성화되고 있다. 스마트폰 이용자는 경제활동 인구의 99% 이상이 사용하고 있으며 초기 형성단계를 지나 포화상태에 도달한 것으로 전문가들은 내다보고 있다. 스마트폰은 PC와 유사한 수준의 고기능 환경구현이 가능한 범용 운영체제를 탑재하고 있다. 또한, 다양한 응용프로그램을 설치하거나 삭제할 수 있는 확장성이 뛰어난 이동통신 단말기이다. 스마트폰과 같은 새로운 정보기술이 등장하는 경우 이의 사용에 영향을 미치는 요인을 찾는 것은 연구자에게 있어 매우 중요하며 흥미로운 주제이다. 이러한 시점에서 스마트폰의 행위의도에 미치는 요인을 규명하는 연구는 상당히 중요하다. 본 연구는 2008년 이후 국내 학술지에 게재된 연구 중 스마트폰 관련된 연구로 설정된 총 99편의 연구논문을 대상으로 하였다. 행위의도와 관련된 실증연구의 논문이 76편을 리뷰 하였다.

• 감성과학
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• 제17권2호
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• pp.13-24
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• 2014

Mobile phone makers compete for market shares through domination in media advertisements. These include domination of advertisements (Ads) in TV and the internet. However, the abundance and complexity of the competitions of Ads in TV does not guarantee advertising success which can influence consumers' emotion and the purchase intention towards the brand. This research analyses the case of a directional model on Attitude-towards-the-Ad model as a baseline into a new proposed correlation models (MacKenzie, Scott, &Lutz, 1989). The survey targets the involvements of Asian smartphone owners' attitude on advertisements, brands and purchase intentions. CFA (Confirmatory factor Analysis) was used in the research experiments, including hypothesis testing, the outcome of model fit which revealed significant levels and were successful. The study revealed that all three paths have consistently high coefficient paths (Attitude to Ads - Attitude to Brands - Purchase Intention), showing significant value of (${\beta}$=>.80), which supported each correlation factors. Therefore, this structural model, could set standards for creative managers and advertising teams to improve the brands visibility and build strong influences on attitudes in advertisements and improve purchase intentions.

• 한국정보시스템학회지:정보시스템연구
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• 제28권4호
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• pp.251-270
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• 2019

Purpose Unlike advertising through the traditional media targeting unspecified number of people, the base of mobile environment using smartphone has expanded so that many companies can classify prospective customers according to their purpose, thereby enabling efficient targeted marketing with low cost. Design/methodology/approach This study has investigated how can marketing strategy be influenced by the price promotion type (immediate discount/delayed discount) and message framing (positive/negative) according to time pressure (low/high). Hypotheses are set through the consideration of prospect theory, endowment effect, framing effect, regulatory-focus theory, and time-pressure theory. Findings The results and interpretation of this study are as follows. First, it was found that the influence of the delayed discount on the purchase intention was larger than the immediate discount. Second, negative/loss frame messages have more influence on purchase intention than positive/profit frame messages. Third, when the price promotion type is delayed discount, the effect of the promotion message on the purchase intention when it presented by negative/loss frame is greater than the other cases. The implication of this study is that it can be used as a basic data for establishing a strategy to maximize the effectiveness of promotions effectively considering potential buyers of mobile commerce environment.

• 지식경영연구
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• 제14권1호
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• pp.73-94
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• 2013

Customer's purchase state consists of purchase inertia and variety-seeking. As the growing brand familiarity triggers the increase of brand attractiveness, customers purchase state will be of inertia. However the excessively growing brand familiarity ignites the decrease of brand attractiveness. Followingly the purchase state will be tend to plunge into the variety-seeking state. The main topic of this study is to validate the asymmetric formation of customer's purchase states between inertia and variety-seeking. In order to follow up the main topic, this article introduces a model to freely describe the velocity of value changes depending upon the purchase states. This model will help overcome the limitation of the past studies having been based on the symmetric value changes. Based on this approach marketer will be able to decide the timing of sales promotions. This research utilized local telecommunication carrier's database of smartphone application purchase/download records. This database was collected from two years (2009 and 2010) span, the time when the smartphones started commodifying in Korea whilst most of the past studies had used purchase data of maturity stage products. From this approach utilizing the introduction stage data in the product life cycle, the probability of brand choice depending upon the purchase state on the early-stage can be probed. Moreover, this study tries to expand the research methodology from the other areas of research by knowledge sharing. Here this study introduces the methodology of section-aggregated multinomial logit to simultaneously estimate the parameters that were included in the plural multinomial logit functions while the plural functions were inter-connected. This adoption of section-aggregated multinomial logit model procedures from the computerized statistics areas is expected to nourish the marketing research for more precise analysis and estimation of effects of marketing activities.

• 경영과정보연구
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• 제36권1호
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• pp.143-159
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• 2017

많은 소비자들이 제품 교체결정에 직면했을 때, 진부화의 정도는 소비자의 태도와 구매행동에 영향을 미치고 있을 것이다. 이러한 영향관계를 알아보기 위해 본 연구의 목적은 계획적 진부화의 개념을 적용하여 스마트폰의 교체결정에 어떠한 영향을 미치는 지 살펴보고, 스마트폰의 교체결정과정에서 소비자 혁신성과의 관계를 조사하고자 하였다. 스마트폰을 사용하고 있는 소비자들을 대상으로 설문조사를 실시하였으며, 총 205부가 최종 분석에 사용되었다. 본 연구 결과 계획적 진부화는 소비자의 교체의도에 영향을 미치는 것으로 확인되었다. 구체적으로 기능적 진부화, 심리적 진부화, 경제적 진부화의 순으로 교체의도에 영향을 주었다. 그리고 소비자 혁신성의 조절효과를 검증한 결과 고혁신성 집단에서는 기능적 진부화, 심리적 진부화, 경제적 진부화가 교체의도에 영향을 미쳤지만, 저혁신성 집단에서는 경제적 진부화에서만 영향관계가 확인되었다. 따라서 계획적 진부화의 영향력은 소비자의 혁신성이 높을수록 교체의도가 높음을 확인하였다. 본 연구 결과는 성숙기 시장인 스마트폰 시장에서 교체구매행동을 이해할 수 있으며, 기업의 효과적인 판매 전략을 수립하는데 유용한 시사점을 제시하였다.

• 한국의류학회지
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• 제40권6호
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• pp.1010-1024
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• 2016

This study identifies the influence of on/off-line acquaintances' recommendation messages on fashion product attitude and purchase intention on the online purchase of fashion products in two-sided word of mouth situations as well as compares the difference in influence according to bond-base with equidistance. This study was conducted for one month on university students in their 20s who were believed to be active in smartphone use. Out of the collected 174 copies of the questionnaire, 162 copies were used for analysis. The questionnaire was classified into online and offline recommendation messages of an acquaintance. We present two-sided fashion product reviews made similar to the type found in an actual shopping mall web-site. As for analysis, confirmatory factory analysis, structural equation modeling, and multi-group analysis were conducted using AMOS 19.0. The analysis results are as follows. First, on/off-line acquaintances' recommendation messages had significant influences on product attitude in the situation where two-sided reviews on fashion products were presented; however, those messages did not influence purchase intention. Recommendation messages positively increased product attitude and enhanced purchase intention if acquaintances' recommendation messages were mediated between on/off-line acquaintances' recommendation messages and purchase intention. Consequently, a mediating effect on product attitude was revealed. Second, there was no difference between online acquaintances and offline acquaintances in terms of the influence of acquaintances' recommendation messages on product attitude and purchase intention, in the situation where two-sided reviews were presented on online fashion products. Therefore, no control effect according to the type of acquaintance was confirmed.