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모바일 패션 쇼핑 특성과 지각된 상호작용성, 지각된 유용성이 구매의도에 미치는 영향
김민정 ( Minjung Kim ),신수연 ( Suyun Shin ) 복식문화학회 2015 服飾文化硏究 Vol.23 No.2
The purpose of this study was to verify the effect of mobile fashion shopping characteristics and perceived interactivity on perceived usefulness, and the effect of perceived usefulness on purchase attitude and purchase intention based on TAM (Technology Acceptance Model). We conducted the survey targeting smartphone users in their 20s~30s living in Seoul and metropolitan area. Among 483 data collected, we used 452 samples except 31 unreliable respondents for the analysis. To analyze the structural equation model, we did factor analysis, reliability analysis, and structural equation model analysis using SPSS 18.0 and AMOS 16.0. The results were as follows: We confirmed 5 mobile fashion shopping characteristics (enjoyment, credibility, instant connectivity, security, and personalization) and 3 perceived interactivity factors (control, responsiveness and two-way communication, and contextual offer) as results of confirmative factor analysis. Mobile fashion shopping characteristics and perceived interactivity had positive effects on perceived usefulness. Mobile fashion shopping characteristics affected perceived interactivity and also had indirect effect on perceived usefulness via perceived interactivity. In other words, mobile fashion shopping characteristics had direct and indirect effect on perceived usefulness. Perceived usefulness influenced purchase attitude and purchase attitude influenced purchase intention. Perceived usefulness had direct effect on purchase intention and the indirect effect through purchase attitude was significant.
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20~30대 성인남성의 의복추구혜택에 따른 쇼핑성향, 점포속성중요도, 자기이미지에 관한 연구
신수연 服飾文化學會 2001 服飾文化硏究 Vol.9 No.6
The purposes of this study were to segment the men in twenties and thirties according to clothing benefits sought, and to develop a profile of each segment concerning shopping orientation, self-image, and importance of store attributes. The questionnaire was administered to men in twenties and thirties living in Seoul and data were analyzed by frequency, percentage, factor analysis, cluster analysis, and MANOVA(multivariate analysis of variance). By cluster analysis of clothing benefits sought, three groups were identified and labeled as; (1) the group of focusing the influence of other people and comfort clothing(31.7%); (2) the group of pursuing the fashion trend (48.1%); the group of pursuing the individuality(20.1%). Three groups were then compared through MANOVA on shopping orientation, importance of store attributes, and self-image. Significant differences were found among three groups on three variables. In general, the group of focusing the influence of other people and comfort clothing tended to be ostentatious and tended to wear comfortable clothing. The group of pursuing the fashion trend didn't show specific shopping orientation and just liked to follow the current fashion trend. The group of pursuing the individuality enjoyed the shopping and liked to buy the clothing which enhances the personal character.
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