지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 복식문화학회 복식문화연구 복식문화연구 제21권 제6호
- 발행연도
- 2013.12
- 수록면
- 891 - 906 (16page)
- DOI
- http://dx.doi.org/10.7741/rjcc.2013.21.6.891
이용수
이 논문의 연구 히스토리 (5)
2014
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초록· 키워드
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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.
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참고문헌 (51)
참고문헌 신청
장활식 / 2002 / 웹의 상호작용 특성을 반영한 정보기술수용모형 / Asia Pacific Journal of Information Systems 12(4):55~75
Cho, C. H. / 1999 / Interactivity as a measure of advertising effectiveness: Antecedents and consequences of interactivity in web advertising / Proceedings of the 1999 American Academy of Advertising :162~179
Choi, H. / 2009 / A study on the factors which affect the usage intention of mobile shopping
정경수 / 2008 / 모바일 커머스의 이용의도에 영향을 미치는 요인 / 정보시스템연구 17(3):153~174
Davis, F. D. / 1986 / A technology acceptance model for empirical testing new end-user information systems: Theory and results
Cho, C. H. / 1999 / Interactivity as a measure of advertising effectiveness: Antecedents and consequences of interactivity in web advertising / Proceedings of the 1999 American Academy of Advertising :162~179
Choi, H. / 2009 / A study on the factors which affect the usage intention of mobile shopping
정경수 / 2008 / 모바일 커머스의 이용의도에 영향을 미치는 요인 / 정보시스템연구 17(3):153~174
Davis, F. D. / 1986 / A technology acceptance model for empirical testing new end-user information systems: Theory and results
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