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The Effect of Mobile Fashion Shopping Characteristics on Consumer's Purchase Intention - Applying the Technology Acceptance Model -
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  • Journal title : Fashion & Textile Research Journal
  • Volume 18, Issue 1,  2016, pp.38-47
  • Publisher : The Korean Society for ClothIng Industry
  • DOI : 10.5805/SFTI.2016.18.1.38
 Title & Authors
The Effect of Mobile Fashion Shopping Characteristics on Consumer's Purchase Intention - Applying the Technology Acceptance Model -
Chae, Jin Mie;
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 Abstract
This research analyzes the influence of mobile commerce characteristics on consumer's purchase intention using a theoretical Technology Acceptance Model (TAM) constructed on previous studies and a review of the literature to explain the effect of mobile fashion shopping characteristics on consumer's purchase intention. In constructing structural equation model, Mobile commerce characteristics variables such as 'security', 'enjoyment', and 'personalization' were selected as external variables affecting TAM. A questionnaire was distributed to consumers in their 20's-30's who had purchased fashion products using a mobile shopping channel. Statistical methods of confirmatory factor analysis, correlation, and covariance structural analysis using Amos 19.0 package were employed for the analysis of 453 effective data responses. The results were as follows. First, extended TAM was shown be the appropriate model to explain the influence of mobile commerce characteristics on consumer's purchase intention in mobile fashion shopping. Second, 'security' had a significant positive influence on perceived usefulness (PU), however it affected perceived ease of use (PEOU) negatively. Third, 'enjoyment' had a significant influence only on PEOU, while 'personalization' was found to affect both PEOU and PU significantly. Fourth, PEOU affected PU significantly. Finally, both PEOU and PU had a significant influence on consumer's purchase intention.
 Keywords
Technology Acceptance Model(TAM);security;enjoyment;personalization;
 Language
Korean
 Cited by
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