Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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The Effects of Shopping Value on the Usage Intention of Unmanned Fashion Stores -Application of Technology Acceptance Model-

쇼핑가치에 따른 무인패션점포 이용의도 -기술수용모형의 적용-

  • Seo, Sangwoo (Dept. of Fashion Business, Jeonju University)
  • 서상우 (전주대학교 패션산업학과)
  • Received : 2019.03.18
  • Accepted : 2019.04.16
  • Published : 2019.05.30
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Abstract

The objective of this study was to verify the usage intention of unmanned fashion stores through the technology acceptance model and to verify the extended technology acceptance model including the shopping value as consumers' characteristic. An online survey, consisting of 626 consumers as participants, was conducted from March 13 to 19. Results of the study were as follows: This study used exploratory and confirmatory factor analysis. Furthermore, a covariance structure analysis using the maximum likelihood was conducted for hypothesis testing. According to the results, perceived ease of use affects perceived usefulness, which thereby affects the usage intention of unmanned fashion stores through attitude. Moreover, the analysis of the extended technology acceptance model including the shopping value as the intrinsic motivation of the consumers showed that the hedonic shopping value had a significant effect on the perceived ease of use and perceived usefulness, and perceived usefulness influenced the usage intention of unmanned fashion stores through attitude.

Keywords

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Figure 1. Research Model: Basic Technology Acceptance Model

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Figure 2. Research Model: Extended Technology Acceptance Model

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Figure 3. The Results of Research Model Analysis: Technology Acceptance Model

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Figure 4. The Results of Research Model Analysis: Extended Technology Acceptance Model

Table 1. Descriptive Analysis of Respondents’ Characteristics

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Table 2. The Results of Reliability Test and Confirmatory Factor Analysis

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Table 3. The AVE and Squared Correlations of Variables

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Table 4. The Results of Structural Equation Modeling: Technology Acceptance Model

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Table 5. The Results of Structural Equation Modeling: Extended Technology Acceptance Model

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