Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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The Effect of Consumer Characteristics on Mobile Fashion Shopping -Focusing on Market Mavenship, Innovativeness, Purchase Experience-

모바일 패션 쇼핑에 대한 소비자 특성의 효과 -시장 전문성, 혁신성, 구매경험을 중심으로-

  • Ryou, Eunjeong (Dept. of Clothing and Textiles, Changwon National University) ;
  • Ahn, Soo-Kyoung (Dept. of Clothing and Textiles, Chonnam National University)
  • Received : 2018.11.28
  • Accepted : 2018.12.27
  • Published : 2019.02.28
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Abstract

The objective of this study was to investigate the influence of consumer characteristics including market mavenship, innovativeness, and purchase experience by mobile on the mobile fashion shopping. The data for this study was collected from the nationwide consumer panels through online survey. A total of 306 subjects aged from 20 to 39 years old and had purchased fashion goods using mobile devices completed a self-administered questionnaire. A series of exploratory and confirmative factor analysis identified four dimensions of mobile fashion shopping features such as tangibility, ubiquity, security and personalization. A structural equation modeling test was employed to examine the relationship of consumer characteristics, mobile fashion shopping features, and consumer behavior. Market mavenship had a positive influence on the perceived features of mobile fashion shopping. Innovativeness negatively influenced tangibility, ubiquity, and personalization. Each construct of mobile shopping features positively affected satisfaction while security had only a direct negative impact on purchasing intention. Satisfaction had a significantly positive impact on purchase intention. Purchase experience of mobile fashion shopping partially affected the relationship between consumer characteristics and perceived features of mobile fashion shopping. These results provide a practical implication theoretical support for increasing consumer satisfaction with mobile fashion shopping in terms of consumer characteristics.

Keywords

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Figure 1. Research Framework

Table 1. Measurement Model Testing Results

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Table 2. Correlation and φ2of the Constructs

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Table 3. The Results of Structural Model Testing

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Table 4. Results of Multi-group SEM

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