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Mobile Shopping Motives and Fashion Application Acceptance

모바일 쇼핑동기와 패션애플리케이션 수용

  • 이미진 (한양대학교 생활과학대학 의류학과) ;
  • 이규혜 (한양대학교 생활과학대학 의류학과)
  • Received : 2012.12.11
  • Accepted : 2013.01.11
  • Published : 2013.01.31

Abstract

The application demand has been rapidly increasing along the growth of smart devices. Companies actively use the application as marketing tools. In particular, fashion businesses expect the improvement of customer loyalty and brand image by using the applications as the communication channel with consumers. This paper investigated the relationship between mobile shopping motives and mobile shopping acceptance. Influence of such variables on perceived importance of various fashion application attributes was also accessed. Data from male and female respondents were analyzed for the empirical study. Results indicated that mobile shopping motives were classified into convenience, ubiquity, impulsiveness and economic motives. Fashion application attribute was classified into contents, continuous management, design/visibility, downloading and community. Mobile shopping motives had significant correlation with fashion application acceptance. Shopping motives and fashion application acceptance had significant impacts on perceived importance of various fashion application attributes.

Keywords

Mobile Shopping Motives;Fashion Application Acceptance;Importance of Application Attributes