The Effect of the Perceived Hedonic Value, Usefulness and Ease of use on Attitude toward using in Internet Shopping Mall and Purchase Intention of the Fashion Merchandise

지각된 쾌락적 가치, 유용성 및 용이성이 인터넷 쇼핑몰 이용태도와 패션상품 구매의도에 미치는 영향

  • Published : 2008.01.31


The purpose of this study is to find out the important factors and efficient strategies concerning Internet marketing. This study contributes to the effect on shopping behavior of Internet consumer applying technology acceptance model(TAM) in the Internet fashion merchandise shopping environment. The areas of study interest are, the perceived hedonic values, the perceived usefulness, the perceived ease of use, attitude toward using in Internet shopping mall and purchase intention of the fashion merchandise. To fulfill this objectives, a survey was conducted from May 20 to June 20 in 2007, and an subject of study is the college students and business man aged from 20s to 30s in purchase experience of the fashion merchandise to Internet shopping malls. Data collected over the Internet, and analyzed the 217 subjects. The empirical studies were summarized as follows. First, the perceived hedonic values, the perceived usefulness, and the perceived ease of use had an effect on attitude toward using in Internet fashion shopping mall. Second, the perceived hedonic values had an effect on the perceived usefulness in Internet fashion shopping mall. Third, the perceived ease of use had an effect on the perceived usefulness in Internet fashion shopping mall. Forth, the attitude toward using had an effect on intention of repurchase in Internet fashion shopping mall.


Perceived hedonic values;Perceived usefulness;Perceived ease of use;Attitude toward using in internet shopping mall;Purchase intention of the fashion merchandise


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