Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Shopping Orientation Impacting Reuse Intention of O2O Services: Focusing on the Moderation of Impulse Buying Tendency

쇼핑성향이 패션 O2O 서비스 재이용 의도에 미치는 영향: 충동구매성향 조절효과를 중심으로

  • 한정원 (국민대학교 패션머천다이징 전공) ;
  • 이은정 (국민대학교 의상디자인학과)
  • Received : 2018.07.25
  • Accepted : 2018.12.14
  • Published : 2018.12.31
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Abstract

Online to Offline(O2O), a new model of e-commerce, has been gradually recognized and accepted by consumers. Electronic commerce has become diversified and O2O marketing is the new trend of e-commerce. The rapid popularization of mobile Internet and online shopping makes O2O service gets more attention. Although recently O2O service and O2O marketing get much attention, there is no much preceding research about the antecedents of mobile shopping of O2O market. The purpose of the study is to examine the effect of shopping orientation on intention to reuse O2O services and the moderating effect of impulse buying tendency. A total of 209 surveys were collected online in total for the data of the study. The key findings of this study are as follows: First, convenience seeking shopping orientation has a positive effect on the intention to reuse O2O service and brand seeking shopping orientation has, too. Second, impulse buying tendency positively moderated the relationship between hedonic seeking shopping orientation and intention to reuse O2O service, and negatively moderated sales seeking shopping orientation and intention to reuse O2O service. The results of this study presented some implications for operators at O2O service area. Research findings and study limitations are discussed.

Keywords

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