복식문화연구 (The Research Journal of the Costume Culture)

  • 제20권4호
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  • Pages.573-593
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  • 2012
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  • 1226-0401(pISSN)
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  • 2383-6334(eISSN)
복식문화학회 (The Costume Culture Association)
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글로벌 인터넷 쇼핑몰의 패션제품 구매의도 형성에 관한 연구

A Study on Consumers' Buying Intention toward Fashion Goods through Global Internet Shopping Malls

  • 이현미 (용인송담대학교 스타일리스트과)
  • 투고 : 2012.07.12
  • 심사 : 2012.08.10
  • 발행 : 2012.08.31
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초록

The purpose of this study was to investigate consumers' buying intention toward fashion goods through global internet shopping malls. This research employed Technology Acceptance Model (TAM) as a theoretical framework and was extended to introduce fashion innovativeness, clothing involvement, consumers' needs for uniqueness, computer self-efficacy as external factors. A total of 381 copies of questionnaires were collected online. The subjects of this study were women. The collected date were analysed by factor analysis, Cronbach's alpha, correlation and path analysis. The results indicated that fashion innovativeness, clothing involvement and consumers' needs for uniqueness had a significant positive affect on perceived usefulness. Consumers' needs for uniqueness and computer self-efficacy had a significant positive affect on perceived ease of use. Perceived usefulness and perceived ease of use were found to influence buying intention toward fashion goods through global internet shopping malls. The results of this study also suggested that perceived ease of use was actually a causal antecedent to perceived usefulness. This study reveled that employing TAM to investigate the buying intention toward fashion goods through global internet shopping malls was appropriate. This study also provides empirical analysis that can serve as a guide for marketers of the fashion industry in activating global internet shopping malls.

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참고문헌

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피인용 문헌

  1. Relationships among Mobile Fashion Shopping Characteristics, Perceived Usefulness, Perceived Enjoyment, and Purchase Intention - Mediating Effect of Ease of Use - vol.39, pp.2, 2015, https://doi.org/10.5850/JKSCT.2015.39.2.161
  2. Fashion shoppers’ perceived risk and satisfaction at overseas online malls based on their internet shopping values vol.24, pp.1, 2016, https://doi.org/10.7741/rjcc.2016.24.1.041
  3. Consumers’ perceptions of interactive digital signage in a fashion store vol.26, pp.6, 2018, https://doi.org/10.29049/rjcc.2018.26.6.836
  4. A Study on the Internet Shopping Behavior for Fashion and Beauty Products according to Lifestyle Segmentation among Female Internet User vol.14, pp.2, 2012, https://doi.org/10.17280/jdd.2014.14.2.025
  5. 패션 및 뷰티 제품의 모바일 쇼핑에 영향을 미치는 마켓 메이븐 및 시간지향특성에 관한 연구 vol.64, pp.5, 2012, https://doi.org/10.7233/jksc.2014.64.5.030
  6. Effects of Fashion Company's Marketing Activities Using Micro-blogging Services on Chinese Consumer's Attitude toward Company and Purchase Intention vol.18, pp.6, 2014, https://doi.org/10.12940/jfb.2014.18.6.157
  7. The Study on Purchase Intention of Fashion Products Based on Value Propositions of Mobile Commerce vol.17, pp.1, 2012, https://doi.org/10.20462/tebs.2016.02.17.1.151