Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Influence of Behavioral Intention on Usage Behavior of Chinese Online Fashion Platform Consumers Using the Expanded Unified Theory of Acceptance and Use of Technology - Focusing on Generation MZ -

확장된 통합기술수용이론을 활용한 중국 온라인 패션 플랫폼 소비자의 사용의도가 사용행동에 미치는 영향 - MZ세대를 중심으로 -

  • Zi Wei Li (Dept. of Fashion Design, Hongik University) ;
  • Jin Young Kim (Dept. of Textile art & Fashion Design, Hongik University)
  • 이자미 (홍익대학교 디자인공예학과 패션디자인전공) ;
  • 김진영 (홍익대학교 섬유미술 패션디자인과)
  • Received : 2023.04.16
  • Accepted : 2023.06.28
  • Published : 2023.06.28
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Abstract

The purpose of this study is to investigate the impact of technical acceptance factors of Chinese MZ generation consumers' use of online fashion platforms on behavioral intentions and usage behavior, and to determine whether satisfaction plays an additional role in the relationship between behavioral intentions and usage behavior. The research results can be summarized as follows. First, among the technology acceptance factors that influence Generation MZ consumers when they use online fashion platforms, it was found that performance expectancy, effort expectancy, facilitating conditions, hedonic motivation, price value, habit, and content quality significantly influence the behavioral intention to use online fashion platforms. Second, the facilitating conditions and the platform usage intention of Chinese Generation MZ consumers directly and significantly influence the usage behavior on online fashion platforms. In contrast, it was confirmed that habit does not significantly influence actual usage behavior. Third, this study confirmed the moderating effect of satisfaction on the relationship between behavioral intention and usage behavior on online fashion platforms. This research, which proposes a research model explaining the usage intention and behavior of online fashion platforms based on UTAUT2, integrating not only the organizational aspect but also the consumer aspect to empirically verify the usage intention and the final usage behavior from the general consumer's perspective, has academic significance.

Keywords

References

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