모바일 패션 쇼핑 특성과 지각된 상호작용성이 구매의도에 미치는 구조적 영향 : 스마트폰 사용자를 중심으로

다국어 초록 (Multilingual Abstract)

The purpose of this study was to identify the characteristics of mobile fashion shopping and the factors of perceived interactivity, and to verify the path model of effects of these two external variables on mobile fashion shopping purchase intention through perceived usefulness and perceived ease of use.
To develop the conceptual models, review of related precedent studies and various kinds of literatures was conducted. To verify 2 conceptual models, the survey which targeted smartphone users in their 20s ～ 30s was accomplished. SPSS 18.0 and AMOS 16.0 program were used to analyze the structural equation model.
The results were as follows :
For the research model 1, mobile fashion shopping characteristics(instant connectivity, security, personalization, enjoyment and credibility) had positive effect on perceived usefulness, and perceived usefulness influences attitude toward purchase and purchase intention positively. Attitude toward purchase affected purchase intention significantly, and perceived usefulness had indirect effect on purchase intention through attitude toward purchase.
For the research model 2, factors of perceived interactivity(control, responsiveness and two-way communication, contextual offer) and perceived ease of use had positive effects on perceived usefulness. Perceived usefulness affected attitude toward purchase, and attitude toward purchase influenced positively on purchase intention. Perceived usefulness affected purchase intention directly and indirectly through attitude toward purchase.
In conclusion, the marketing strategies based on the results for mobile fashion shopping businesses were proposed as follows :
First, mobile fashion shopping mall companies should strength advertising and PR strategies to communicate the messages that consumers could connect their malls immediately at any time and anywhere. Second, mobile fashion shopping mall companies should establish the security system and communicate that their malls were safe due to the security system. Third, in terms of personalization, the characteristics of smartphones as personalized media might be strongly helpful to activate mobile fashion shopping. Forth, enjoyment was one of the most important purposes using smartphones. Therefore mobile fashion shopping malls should offer more fun than the other activities which could be performed by smartphones. Fifth, mobile fashion shopping mall companies had to earn the credibility about the contents of their malls such as preciseness, diversity, and faithful explanation of the product information.
Sixth, consumers would feel that they could control all the information when they navigate mobile fashion shopping malls with their smartphones. Seventh, mobile fashion shopping mall companies should let consumers perceive the responsiveness and two-way communication when they were in mobile fashion shopping malls. Eighth, companies should provide the most proper information and services through contextual offer.

목차 (Table of Contents)

• 목 차
• I. 서론 1
• 1. 연구의 배경 및 목적 1
• 2. 연구 방법 및 연구 내용 5
• II. 이론적 배경 8
• 1. 기술수용모형(TAM) 8
• 1) 기술수용모형(TAM)의 개념 8
• 2) 기술수용모형(TAM)을 적용한 선행연구 12
• 2. 모바일 패션 쇼핑 19
• 1) 모바일 패션 쇼핑의 개념 및 특성 19
• 2) 모바일 패션 쇼핑의 특성 요인 24
• 3. 지각된 상호작용성 30
• 1) 지각된 상호작용성의 개념 30
• 2) 지각된 상호작용성의 구성요소 34
• 3) 지각된 상호작용성에 관한 선행연구 37
• III. 연구방법 및 절차 45
• 1. 사례조사방법 및 절차 45
• 1) 사례조사방법의 타당성 45
• 2) 조사대상의 선정 46
• 2. 실증조사 방법 및 절차 49
• 1) 연구모형의 설계 49
• 2) 가설의 설정 51
• 3) 주요 변수의 조작적 정의 및 측정도구 55
• 4) 실증조사의 설계 65
• IV. 결과 68
• 1. 사례조사 결과 68
• 2. 실증조사 결과 70
• 1) 표본의 특성 70
• 2) 신뢰성 및 타당성 분석 74
• 3) 연구가설의 검증 88
• V. 결론 및 제언 98
• 1. 연구결과의 요약 및 시사점 98
• 2. 연구의 한계점 및 향후 연구방향 106
• 참고문헌 108
• 설문지 118
• ABSTRACT 122