Effects of mobile fashion shopping characteristics on perceived usefulness, perceived ease of use, purchase attitude, and purchase intention of mobile fashion shopping mall - Focusing on smartphone users -
Year: 2014
Type: article
Study design: Observational Study
Abstract: In this study, we identified the characteristics of mobile fashion shopping and verified the path model of effects of these characteristics on mobile fashion shopping purchase intention through perceived usefulness and perceived ease of use. We conducted the survey targeting smartphone users in their 20s~30s and analyzed the structural equation model using AMOS 16.0. The results were as follows: Mobile fashion shopping characteristics (enjoyment, credibility, instant connectivity, security, and personalization) had positive effects on perceived usefulness and perceived usefulness influenced attitude toward purchase and purchase intention positively. Attitude toward purchase affected purchase intention in a positive way and perceived usefulness had indirect effect on purchase intention through attitude toward purchase. In conclusion, we proposed the marketing strategies of the mobile fashion shopping businesses.
Authors: Minjung Kim, Suyun Shin
Institution: Seoul Women's University
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W2158043311