복식문화연구 (The Research Journal of the Costume Culture)

  • 제21권6호
  • /
  • Pages.891-906
  • /
  • 2013
  • /
  • 1226-0401(pISSN)
  • /
  • 2383-6334(eISSN)
복식문화학회 (The Costume Culture Association)
권호 표지
DOI QR코드

DOI QR Code

지각된 상호작용성이 모바일 패션 쇼핑몰 구매의도에 미치는 영향

Effects of perceived interactivity on purchase intention of mobile fashion shopping malls

  • 김민정 (서울여자대학교 의류학과) ;
  • 신수연 (서울여자대학교 의류학과)
  • Kim, Minjung (Depth. of Clothing Science, Seoul Women's University) ;
  • Shin, Suyun (Depth. of Clothing Science, Seoul Women's University)
  • 투고 : 2013.08.14
  • 심사 : 2013.12.16
  • 발행 : 2013.12.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

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.

키워드

참고문헌

  1. Chang, H., Kim, J., & Oh, C.(2002). Technology acceptance model with web interactivity. Asia Pacific Journal of Information Systems, 12(4), 55-75.
  2. Cho, C. H., & Leckenby, J. D.(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.
  3. Choi, H.(2009). A study on the factors which affect the usage intention of mobile shopping. Unpublished master's thesis, Hanyang University, Seoul, Korea.
  4. Chung, K. S., & Lee, W. B.(2008). Factors influencing on behavior intention for mobile commerce. Journal of Information Systems, 17(3), 153-174. https://doi.org/10.5859/KAIS.2008.17.3.153
  5. Davis, F. D.(1986). A technology acceptance model for empirical testing new end-user information systems: Theory and results. Unpublished doctoral thesis, Massachusetts Institute of Technology, Massachusetts, U.S.A.
  6. Davis, F. D., Bagozzi, R. P., & Warshaw, P. R.(1989). User acceptance of computer technology: A comparison of two theoretical models. The Institute of Management Sciences, 33(8), 982-1003.
  7. DMC MEDIA(2013a). 모바일 쇼핑 이용실태 조사 [Research on mobile shopping usage]. DMC REPORT. Retrieved April 26, 2013, from http://www.dmcreport.co.kr/content/ReportView.php?type=Survey&id=2575&gid=10
  8. DMC MEDIA(2013b). 모바일 쇼핑 이용현황 및 향후 시장전망[Current situation and prospect of mobile shopping]. DMC REORT. Retrieved April 26, 2013, from http://www.dmcreport.co.kr/content/ReportView.php?type=Market&id=3926&gid=3.
  9. Doopedia. 스마트폰[Smartphone]. Retrieved April 12, 2013, from http://terms.naver.com/entry.nhn?docId=1199937&cid=200000000&categoryId=200003372
  10. Downes, E. J., & McMillan, S. J.(2000). Defining interactivity: A qualitative identification of key dimensions. New Media & Society, 2(2), 157-179. https://doi.org/10.1177/14614440022225751
  11. Heeter, C.(1989). Implications of new interactivity technologies for conceptualizing communication. In Salvaggio, J. L. & Bryant, J.(Eds.), Media use in the information age: Emerging patterns of adoption and consumer use, 217-235. Hillisdale, NJ: Lawrence Erlbaum Associates.
  12. Hong, S. B.(2013). A study on the mobile fashion commerce characteristics and consumer group according to purchase intention. Unpublished master's thesis, Ewha Womans University, Seoul, Korea.
  13. Jee, J., & Lee, W. N.(2002). Antecedents and consequences of perceived interactivity: an exploratory study. Journal of Interactive Advertising, 3(1), 34-45. https://doi.org/10.1080/15252019.2002.10722066
  14. Jun, J. K., Lee, T. M., & Park, C.(2013). The effects of mobile commerce service characteristics on impulse buying and regret: moderating role of consumer knowledge. Journal of Consumer Studies, 24(1), 179-196.
  15. Jung, W. J.(2012). The effects of usability of mobile shopping malls on customers' intention to buy. Daehan Journal of Business, 25(3), 1769-1791.
  16. Kalakota, R., & Robilnson, M.(2001), m-Business: the race to mobility. New York: McGraw-Hill, Inc.
  17. Kannan, P. K., Chang, A. M., & Whinston, A. B. (2001). Wireless commerce: Marketing issues and possibilities. Proceedings of the 34th Hawaii International Conference on System Sciences-2001.
  18. Kim, M. J.(2009). The study of the effects of factors on the attitude and the using intention of mobile fashion shopping: Focused on 20's-30's female. The Research Journal of the Costume Culture, 17(4), 709-722.
  19. Kim, W. M.(2012). An effect of characteristics of mobile shopping mall service on customer satisfaction and intention of use. Unpublished master's thesis, KyoungHee University, Seoul, Korea.
  20. Korea Information Society Development Institute.(2011). A study on policy for building the rational using structure of mobile phones in a smart mobile era. Korea Communications Commission.
  21. Korea On-line Shopping Association(2013). 2013 온라인쇼핑 시장에 대한 이해와 전망 [Understanding and prospect of on-line shopping market]. Korea On-line Shopping Association.
  22. Korea Press Foundation(1993). 매스컴대사전[Masscom unabridged dictionary]. Seoul: Korea Press Foundation. Retrieved April 26, 2013, from http://terms.naver.com/entry.nhn?docId=56140&cid=2053&categoryId=2053
  23. Lee, E. Y., & Chung, I. H.(2002). Research methodology in clothing and textile. Seoul: Kyomunsa.
  24. Lee, J. H., & Choi, Y. K.(2002). The effects of perceived interactivity on users' involvement, attitude, and revisiting intention on a search engine web site. The Korean Journal of Advertising, 13(5), 223-247.
  25. Lee, J. R.(2004). The effect of internet interactivity on e-brand identification, relationship quality and loyalty. Unpublished doctoral dissertation, Sejong University, Seoul, Korea.
  26. Lee, J. W. & Lee, H. S.(2003). Mobile commerce success factors: A value-focused analysis. Journal of Society for e-business Studies, 8(4), 129-143.
  27. Lee, S. H.(2006). Effects of ubiquitous attributes of mobile contents on perceived interactivity and behavioral outcome. Unpublished doctoral dissertation, Seoul National University, Seoul, Korea.
  28. Lee, T. M.(2003). The effect of components of interactivity of purchase intention in mobile environments: Focused on the direct effects of ubiquitous connectivity and contextual offer. Unpublished doctoral dissertation, Seoul National University, Seoul, Korea.
  29. Lombard, M., & Snyder-Duch, J.(2001). Interactive advertising and presence: A framework. Journal of Interactive Advertising, 1(2), 55-65.
  30. Massey, B. L., & Levy, M. R.(1999). Interactivity, online journalism, and English-language web newspapers in Asia. Journalism & Mass Communication Quarterly, 76, 138-151. https://doi.org/10.1177/107769909907600110
  31. McMillan, S. J.(2000, August). What is interactivity and what does it do? Paper resented at the Conference of Association for Education in Journalism and Mass Communication, Phoenix, AZ.
  32. McMillan, S. J., & Hwang, J. S.(2002), Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity. Journal of Advertising, 31(3), 29-42. https://doi.org/10.1080/00913367.2002.10673674
  33. Ministry of Science, ICT & Future Planning(2013). 무선통신서비스 통계 현황 [Statistics of mobile telecommunication service]. Retrieved April 12, 2013, from http://www.msip.go.kr/www/brd/m_220/view.do?seq=388&srchFr=&srchTo=&srch Word=&srchTp=&multi_itm_seq=0&itm_seq_1=0&itm_seq_2=0&company_cd=&company_nm=&page=1
  34. MK Business News. 모바일쇼핑 [Mobile Shopping]. Retrieved April 12, 2013, from http://terms.naver.com/item.nhn?dirId=105&docId=15186
  35. Newhagen, J. E.(1998, July). Hitting the agenda reset button for the Internet: The problem of matching research with development. Paper presented at the International Communication Association Conference, Jerusalem, Israel.
  36. Newhagen, J. E., & Rafaeli, S.(1996). Why communication researchers should study the Internet: A dialogue. Journal of Communication, 46(1), 4-13.
  37. Rafaeli, S.(1988). Interactivity: from new media to communication. Sage annual review of communication research: Advancing Communication Science, 16, 110-134.
  38. Rice, R. E., & Associates.(1984). The new media: Communication, research and technology. Beverly Hills, CA: Sage.
  39. Rogers, E. M.(1986). Communication technology: The new media in society. New York; Free Press.
  40. Schaffer, L. C., & Hannafin, M. J.(1989). The effects of progressive interactivity on learning from interactive video. Educational Technology Research and Development, 34(2), 89-96.
  41. Siau, K., Lim, E. P., & Shen, Z.(2001). Mobile commerce: Promises, challenges and research agenda. Journal of Database Marketing, 12(3), 4-13.
  42. Steur, J.(1992). Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42(4), 73-93.
  43. Teo, H. H., Oh, L. B., Liu, C., & Wei, K. K.(2003). An empirical study of th effects of interactivity on web user attitude. International Journal of Human-Computer Studies, 28, 281-305.
  44. Vijayasarathy, L. R.(2004). Predicting consumer intentions to use on-line shopping: the case for an augmented technology acceptance models. Information & Management, 41(6), 747-762. https://doi.org/10.1016/j.im.2003.08.011
  45. Wu, G.(2000). The role of perceived interactivity in interactive ad processing. Unpublished doctoral dissertation, University of Texas, Austin, U.S.A.
  46. Wu, G.(2005), The mediating role of perceived interactivity in the effect of actual interactivity on attitude toward the website. Journal of Interactive Advertising, 5(2), 29-39. https://doi.org/10.1080/15252019.2005.10722099
  47. Yang, H.(2009). Interactivity perceived by consumers in internet fashion shopping malls. Unpublished doctoral dissertation, Seoul Nation University, Seoul, Korea.
  48. Yu, J. P.(2012). 구조방정식모델 개념과 이해 [Concept and understanding of Structure Equation Model]. Seoul: 한나래아카데미[Hannarae Academy].
  49. Yuping, L., & Shrum, L. J.(2002). What is interactivity and is it always such a good thing?: Implications of definition, person, and situation for the influence of interactivity on advertising effectiveness. Journal of Advertising, 31(4), 53-64. https://doi.org/10.1080/00913367.2002.10673685
  50. 11st Street, mobile shopping app No.1.(2012, April). Hankyung.com. Retrieved May 02, 2012, from http://www.hankyung.com/news/app/newsview.php?aid=201204044637g.
  51. 2012 스마트폰이용실태조사 [2012 Research about smartphone usage] (2012). Korea Communications Commission & Korea Internet & Security Agency. Retrieved April 12, 2013, from http://www.korea.kr/archive/expDocView.do?docId=33295

피인용 문헌

  1. Influences Information Privacy Concerns and Personal Innovation of Smartphone-based Shopping Mall on Usefulness, Ease-of-Use and Satisfaction vol.12, pp.8, 2014, https://doi.org/10.14400/JDC.2014.12.8.197
  2. Effects of mobile fashion shopping characteristics, perceived interactivity, and perceived usefulness on purchase intention vol.23, pp.2, 2015, https://doi.org/10.7741/rjcc.2015.23.2.228
  3. A study on Consumer’s Preference for Fashion Mobile Shopping Application vol.68, pp.8, 2018, https://doi.org/10.7233/jksc.2018.68.8.113
  4. Recent Advances in Consumer Behavior Theory: Shocks from the COVID-19 Pandemic vol.11, pp.12, 2021, https://doi.org/10.3390/bs11120171