한국의류산업학회지 (Fashion & Textile Research Journal)

  • 제24권4호
  • /
  • Pages.386-398
  • /
  • 2022
  • /
  • 1229-2060(pISSN)
  • /
  • 2287-5743(eISSN)
한국의류산업학회 (The Society of Fashion and Textile Industry)
권호 표지
DOI QR코드

DOI QR Code

통합기술수용이론을 활용한 온라인 명품 플랫폼 소비자 행동 연구 - 확장된 UTAUT(2) 이론을 중심으로 -

A Study on Consumer Behavior on Online Luxury Platforms using the Unified Theory of Acceptance and Use of Technology - Focusing on the Extended UTAUT(2) Theory -

  • 투고 : 2022.06.08
  • 심사 : 2022.08.03
  • 발행 : 2022.08.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

This study was conducted to corroborate the factors that influence consumer characteristics and technology acceptance on online luxury platforms, which are rapidly emerging as distribution channels for luxury brands. To this end, the relationship between the degree of technology acceptance and behavioral intention of fashion consumers on online luxury platforms and the effect on specific factors such as age and gender was investigated to see if there was a difference in behavior and use behavior. A survey was conducted on Korean consumers between the age of 20 and 40 who have used online luxury platforms and then, a statistical analysis was conducted. As a result of the study, performance expectancy and facilitating conditions, hedonic motivation, price value, and habit were found to have a significant effect on platform behavioral intention, but effort expectancy and social influence did not have a significant effect. Additionally, both facilitating conditions and habit were found to have a directly significant effect on the platform use behavior, and it was confirmed that the platform behavior intention also had a significant effect on the use behavior. As a result of confirming the moderating effect of gender and age, there was no difference based on gender, but only the relationship between price value and behavioral intention was found to have a moderating effect. It is hoped that domestic online luxury platforms will grow into channels with distinct characteristics and continue to develop in the luxury market by utilizing specific affect factors of this study.

키워드

참고문헌

  1. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. doi:10.1016/0749-5978(91)90020-T
  2. Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations - A theoretical analysis and review of empirical research. Psychological Bulletin, 84(5), 888-918. doi:10.1037/0033-2909.84.5.888
  3. Alalwan, A. A., Baabdullah, A. M., Rana, N. P., Dwivedi, Y. K., & Kizgin, H. (2019, September). Examining the influence of mobile store features on user e-satisfaction - Extending UTAUT2 with personalization, responsiveness, and perceived security and privacy. Proceeding of the e-Business, e-Services and e-Society (pp. 50-61). Trondheim, Norway: Springer, Cham. doi:10.1007/978-3-030-29374-1_5
  4. Balasyan, I., & Casais, B. (2018). Keeping exclusivity in an ecommerce environment - The case of farfetch.com and the market of luxury clothes. International Journal of Marketing, Communication and New Media, Special Issue, 4, 6-27. doi:10.54663/2182- 9306
  5. Chae, J. M. (2020). The influence relationship among consumers' characteristics, information search, and purchase decision in on/offline retailing environment. Fashion & Textile Research Journal, 22(3), 323-334. doi:10.5805/SFTI.2020.22.3.323
  6. Cho, S. H., & Kim, C. S. (2019). Consumer attitudes, intention to use technology, purchase intention of Korean 20's women on the acceptance of fashion augmented reality(FAR) with the application of the UTAUT model. Journal of the Korean Society of Clothing and Textiles, 43(1), 125-137. doi:10.5850/JKSCT.2019.43.1.125
  7. Choi, H. (2021, July). [해외 부티크 직거래, 정품 인증 패키징명품 소비 심리 관통해 '명품급' 성장] Direct deal with global boutique companies, authenticity packaging...growth of 'Luxury class' by penetrating luxury consumer sentiment. Dong-A Business Review. Retrieved May 16, 2022, from https://dbr.donga.com/article/view/1202/article_no/10102/ac/searc
  8. Choi, W., Kang, D., & Choi, S. (2017). Understanding factors influencing usage and purchase intention of a VR device - An extension of UTAUT2. Information Society & Media, 18(3), 173-208.
  9. 'Comparative analysis of online luxury commerce'. (2021, October 8). Mark & Company. Retrieved April 30, 2022, from https://brunch.co.kr/@markinnoforest/8
  10. Compeau, D. R., & Higgins, C. A. (1995). Application of social cognitive theory to training for computer skills. Information Systems Research, 6(2), 118-143. https://www.jstor.org/stable/23011006 1006
  11. Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. doi:10.2307/249008
  12. Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace. Journal of Applied Social Psychology, 22(14), 1111-1132. doi:10.1111/j.1559-1816.1992.tb00945.x
  13. DeAcetis, J. (2020, October 24). The perfect balance - How luxury brands can maintain exclusivity and still be relatable online. Forbes. Retrieved May 24, 2022, from https://www.forbes.com/sites/josephdeacetis/2020/10/24/the-perfect-balance-how-luxurybrands-can-maintain-exclusivity-and-still-be-relatable-online/?sh=42a495dc7e44
  14. DMC Media. (2021, October 28). [2021 국내외 럭셔리 패션 시장동향 분석_요약본] 2021 Domestic and overseas luxury fashion market trend analysis Summary[PDF]. DMC Report. Retrieved April 20, 2022, from https://www.dmcreport.co.kr
  15. Feng, Y., Tan, Y., Duan, Y., & Bai, Y. (2020). Strategies analysis of luxury fashion rental platform in sharing economy. Transportation Research Part E: Logistics and Transportation Review, 142. doi:10.1016/j.tre.2020.102065
  16. Jeong, D. (2021). A mixed-methods study of factors that promote and hinder switching to contact-free shopping among fashion consumers. Unpublished doctoral dissertation, Yonsei University, Seoul.
  17. Kang, J., & Shin, J. (2020). A study on the effects of the luxury mobile shopping attributes and the shopping value of luxury fashion products on the continuously using intention via trust. The Review of Eurasian Studies, 17(4), 93-120. doi:10.31203/aepa.2020.17.4.093
  18. Kapferer, J. N. (2014). The future of luxury - Challenges and opportunities. Journal of Brand Management, 21(9), 716-726. doi:10.1057/bm.2014.32
  19. Kim, G. (2019). A study on the influence of user experience of fashion sharing application on acceptance - Based on UTAUT model. Journal of the Korea Contents Association, 19(5), 82-93. doi:10.5392/JKCA.2019.19.05.082
  20. Kim, S., Hur, H. J., & Choo, H. J. (2021). The effects of luxury fashion platforms' attributes on consumer eWOM. Journal of the Korean Society of Clothing and Textiles, 45(4), 685-702. doi:10.5850/JKSCT.2021.45.4.685
  21. Kim, S., Kim, E., & Lee, J. H. (2020). Effect of quality of curation service on user satisfaction, trust, and persistence usage. Fashion & Textile Research Journal, 22(6), 762-776. doi:10.5805/SFTI.2020.22.6.762
  22. Lee, J. (2022, January 19). [뛰는 백화점 위에 나는 온라인 명품 플랫폼] An online luxury platform flying on top of a running department store. Tech World. Retrieved April 30, 2022, from https://www.epnc.co.kr/news/articleView.html?idxno=219045
  23. Lee, S. (2021, August 30). [Interview 독일 온라인 명품 플랫폼 마이테레사 ceo 마이클 클리거_"명품 쇼핑 온라인 가속화...새 트렌드 만드는 한국 시장 주목"] Michael Kliger, CEO of German online luxury platform Mytheresa "Accelerating online luxury shopping... Attention to the Korean market creating a new trend". Economy Chosun. Retrieved April 30, 2022, from http://economychosun.com/client/news/view.php?boardName=C00&t_num=13611371
  24. Mardjo, A. (2018). Exploring facebook users' willingness to accept fcommerce using the integrated unified theory of acceptance and use of technology 2(UTAUT2), trust and risk under the moderating role of age and gender. UTCC International Journal of Business and Economics, 10(2), 139-166.
  25. Miller, J. B. (2012). Toward a new psychology of women. Boston: Beacon Press.
  26. Moon, H. Y., & Lee, S. Y. (2021). Customer behavior toward hotel technology-based self-service - An application of the extended UTAUT model. Korean Journal of Hospitality & Tourism, 30(6), 43-58. doi:10.24992/KJHT.2021.8.30.06.43
  27. Morris, M. G., & Venkatesh, V. (2000). Age differences in technology adoption decisions - Implications for a changing work force. Personnel Psychology, 53(2), 375-403. doi:10.1111/j.1744-6570.2000.tb00206.x
  28. Nueno, J. L., & Quelch, J. A. (1998). The mass marketing of luxury. Business Horizons, 41(6), 61-68. doi:10.1016/S0007-6813(98)90023-4
  29. Oh, J. C. (2015). A comparative study on the purchase of mobile application in Korea and China - Based on the UTAUT. The eBusiness Studies, 16(6), 43-63. doi:10.15719/geba.16.6.201512.43
  30. Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decision. Journal of Marketing Research, 17(4), 460-469. doi:10.2307/3150499
  31. Pappas, I. O., Pateli, A. G., Giannakos, M. N., & Chrissikopoulos, V. (2014). Moderating effects of online shopping experience on customer satisfaction and repurchase intentions. Intonational Journal of Retail & Distribution Management, 42(3), 187-204. doi:10.1108/IJRDM-03-2012-0034
  32. Park, S., & Yang, J. (2021). [세대별 온라인 소비행태 변화와 시사점] Changes in online consumption behavior by generation and implications [PDF]. Hanaif. Retrieved May 13, 2022, from http://www.hanaif.re.kr/boardDetail.do?hmpeSeqNo=34896
  33. Rogers, E. M. (1995). Lessons for guidelines from the diffusion of innovations. Joint Commission Journal on Quality and Patient Safety, 21(7), 324-328. doi:10.1016/s1070-3241(16)30155-9
  34. Statista. (2021, August). In-depth report - Luxury goods 2021. Retrieved May 12, 2022, from https://www.statista.com/study/61582/indepth-luxury/
  35. Statista. (2022, March). Consumer markets - Luxury goods. Retrieved May 13, 2022, from https://www.statista.com/outlook/cmo/luxurygoods/worldwide
  36. Tamilmani, K., Rana, N. P., Wamba, S. F., & Dwivedi, R. (2021). The extended unified theory of acceptance and use of technology (UTAUT2) - A systematic literature review and theory evaluation. International Journal of Information Management, 57. doi:10.1016/j.ijinfomgt.2020.102269
  37. Taylor, S., & Todd, P. (1995). Decomposition and crossover effects in the theory of planned behavior - A study of consumer adoption intentions. International Journal of Research in Marketing, 12(2), 137-155. doi:10.1016/0167-8116(94)00019-K
  38. Thompson, R., Higgins, C., & Howell, J. (1991). Personal computing - Toward a conceptual model of utilization. MIS Quarterly, 15(1), 125-143. doi:10.2307/249443
  39. Venkatesh, V., & Davis, F. D. (2000). A theoretical extension of the technology acceptance model - Four longitudinal field studies. Management Science, 46(2), 186-204. doi:10.1287/mnsc.46.2.186.11926
  40. Venkatesh, V., Moris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology - Toward a unified view. MIS Quarterly, 27(3), 425-478. doi:10.2307/30036540
  41. Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology - Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157-178. doi:10.2307/41410412
  42. Venkatesh, V., Thong, J. Y. L., & Xu, X. (2016). Unified theory of acceptance and use of technology - A synthesis and the road ahead. Journal of the Association for Information Systems, 17(5), 328-376. doi:10.17705/1jais.00428
  43. Westbrook, R. A., & Newman, J. W. (1978). An analysis of dissatisfied shoppers for major household appliances. Journal of Marketing Research, 15(3), 456-466. doi:10.1177/002224377801500316
  44. Yu, Z. Y., & Han, S. J. (2021). The acceptance of total fashion/beauty coordination system with the application of the UTAUT2 model. The e-Business Studies, 22(4), 21-39. doi:10.20462/TeBS.2021.8.22.4.21