Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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The Effect of Self-Construal Type, Mobile Product Recommendation System Type and Fashion Product Type on Purchase Intention in Moblie Shopping Environment

자기해석유형과 모바일 상품추천유형, 패션제품유형이 구매의도에 미치는 영향

  • 전태준 (성균관대학교, 의상학과) ;
  • 황선진 (성균관대학교, 의상학과) ;
  • 최동은 (상명대학교 STEM 디자인센터)
  • Received : 2021.08.03
  • Accepted : 2021.11.15
  • Published : 2021.11.30
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Abstract

As the online shopping market grows, channels in the mobile shopping environment have become increasingly diverse as a wide variety of products are introduced every day. This study investigated the effects of the self-construal type, mobile product recommendation system type, and fashion product type on purchase intention. The experimental design of this study was a 2 (self-construal type: independent vs. interdependent) × 2 (product recommendation system: bestseller vs. content-based) × 2 (fashion product type: utilitarian vs. hedonic) 3-way mixed ANOVA. Women (n = 387) in their 20 to 30s residing in Seoul and the Gyeonggi area participated in the study. The data were analyzed with the SPSS 24 program and 3-way ANOVA and simple main effects analyses were conducted. The results were as follows. First, self-construal, product recommendation, and fashion product types had a statistically significant impact on purchase intention. Second, fashion product and consumers' self-construal types had significant interaction effects on purchase intention. Finally, product recommendation and fashion product and self-construal types showed significant 3-way interaction effects on purchase intention. The study confirmed an interaction between the self-construal, type of product recommendation system, and the type of fashion product used in influencing purchase intention.

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References

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