럭셔리 모바일 쇼핑몰 속성과 패션 제품의 쇼핑가치가 신뢰를 매개로 지속사용의도에 미치는 영향 = 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

다국어 초록 (Multilingual Abstract)

Today, as the use of smart phones has become commonplace, consumers have increased their purchases through mobile devices, making them one of the major retailers. Sales in the mobile shopping market have since grown from 1.8 trillion won in 2012 to 42.5 trillion won in 2017 and have continued to grow until now in 2019 to become a major distribution. Such changes are thought to be noteworthy, with clothing/fashion-related products accounting for the largest portion of products sold through mobile shopping, among them, some luxury fashion brands, which had previously been reluctant to go online in consideration of their declining image, are thought to be worth noting changes such as increasing sales through mobile devices or increasing the portion of online-only products.
First of all, Unlike ordinary fashion mobile shopping malls, this study looked at the characteristics of luxury mobile shopping malls, what are consumers’perception of luxury fashion products, and how these attributes affect trust.
This study would like to find out why consumers who purchase expensive luxury products continue to purchase luxury products through mobile, despite the fact that they are not able to see them directly and put on products. Therefore, this study was conducted based on the characteristics of the luxury mobile shopping mall and the perceived shopping value of luxury fashion products as an independent variable, the trust of the mobile shopping mall as a medium, and the intention of continuous use as a dependent variable.
This is to analyze the impact of mobile shopping mall attributes and the shopping value of luxury fashion products on consumers’ intentions to continue to use luxury fashion products through mobile shopping. And it is intended to provide an overall understanding of the process in which each characteristic has an intention of continuing use, through whether trust acts as the mediation between these characteristics and its intended use.
This Study has shown that providing various product composition can be an important shopping motivation, and only social-oriented values among the shopping value attributes of luxury fashion products have a positive impact on trust, and self-oriented values are not significant. In addition, as a result of confirming the mediating effect of trust in the impact of luxury mobile shopping mall attributes on sustainable use, it was found that luxury mobile shopping mall properties have a significant impact on trust.
Moreover, as a result of confirming the mediating effect of trust in the impact of the perceived shopping value of luxury fashion products on sustainable use, it was found that the perceived shopping value of luxury fashion products has a significant impact on trust. The results of this study will provide relevant theoretical implications and provide companies with practical implications for today’s digital age.

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