Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Impacts of Fashion Products Attributes and Mobile Shopping Mall Attributes on Impulse Buying Behavior and Satisfaction in Mobile Fashion Shopping Mall

모바일 패션 쇼핑몰에서 패션제품 속성과 모바일 쇼핑몰 속성이 충동구매 행동 및 만족에 미치는 영향

  • 박은주 (동아대학교 패션디자인학과) ;
  • 강은미 (동아대학교 패션디자인학과)
  • Received : 2016.01.04
  • Accepted : 2016.02.20
  • Published : 2016.04.30
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Abstract

This study investigates the impact of fashion product attributes and mobile shopping mall attributes on impulse buying behavior and mobile shopping satisfaction. The findings provide new information to marketers on marketing strategy for mobile shopping malls. We obtained 283 usable questionnaires from college students. Data were analyzed by frequency analysis, correlation analysis, factor analysis using SPSS for Window 21.0 and confirmatory factor analysis and structural equation model analysis by AMOS 21.0. The results were as follows. The utility of fashion products attributes had the greatest impact on impulse buying behavior when buying fashion products in a mobile mall. Utility had a negative effect on impulsive buying behavior and exhibitionistic had a positive effect on impulsive buying behavior. Next, continuous management of mobile shopping mall attributes influenced impulse buying behavior. In addition, impulse buying behavior showed that the positive effect on satisfaction. Fashion product attributes had a greater impact on impulsive buying behavior than mobile mall properties when buying fashion products in the mobile mall; in addition, impulse buying facilitated customer satisfaction.

Keywords

References

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