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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국유통과학회 산경연구논집 산경연구논집 제11권 제1호
발행연도
2020.1
수록면
49 - 57 (9page)

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Purpose : The purpose of this study is to examine the effect of the attributes of mobile shopping apps on the purchase intention of fashion products in the steadily growing mobile commerce market and analyze the mediation effect of shopping flow. Research design, data and methodology : In this study, a survey was conducted on users in their 20s to 50s who had experience of fashion products via mobile shopping apps. The questionnaire was analyzed on the final 507. The research issues were verified using Frequency analysis, Exploratory factor analysis, Reliability analysis, Confirmatory factor analysis, and Structural equation model. Results : Among the attributes of mobile shopping apps, reliability, enjoyment and ease of use were found to have a significant impact on shopping flow and fashion product purchase intention, while shopping flow had a significant impact on fashion product purchase intention. Product diversity and usefulness of shopping apps didn’t show a significant effect. After examining the mediation effect, reliability, enjoyment, and ease of use were shown to have indirect effects by showing partial mediation effects. Conclusions : Studies show that consumers are not putting much emphasis on how diverse a product line is available and how useful a mobile shopping app is when they shop for fashion products on mobile devices. Factors that affect consumers’ purchase intention are reliability, enjoyment and ease of use of shopping apps. These results shows that it is important to provide reliable information about fashion products, provide reliability to customers by setting up means for safe transactions, and provide a wider variety of services and information to make using the mobile shopping app enjoyable. In addition, there is a need to make it easy to find a fashion product that consumers like and make it easy to purchase when consumers find out fashion products that they like, and to configure how to use the app easily. Consequently, consumers become immersed in shopping which is also able to improve consumers’ purchase intention on fashion products when a reliable, enjoyable and easy to use mobile shopping app is provided.

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참고문헌 (34)

참고문헌 신청
Balasubraman, S. / 2002 / Exploring the implications of m commerce for markets and marketing / Journal of the Academy of Marketing Science 30(4):348~361 google schola Celsi, R. L. / 1993 / An exploration of high risk leisure consumption through skydiving / Journal of consumer research 20(1):1~23 google schola Chen, Y. M. / 2018 / Impact of flow on mobile shopping intention / Journal of Retailing and Consumer Services 41:281~287 google schola Cho, Y. C. / 2015 / Exploring factors that affect usefulness, ease of use, trust, and purchase intention in the online environment / International Journal of Management & Information Systems(IJMIS) 19(1):21~36 google schola Cyr, D. / 2005 / Beyond trust : web site design preferences across cultures / Journal of Global Information Management 13(4):24~52 google schola

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