패션 앱을 이용한 모바일 쇼핑 태도 및 사용의도 영향요인 연구 -성별과 연령집단별 차이 비교-

Abstract

This study identifies the determinants that influence attitude toward and the intention to use mobile shopping services through fashion applications (apps) based on the technology acceptance model. In addition, gender and age group differences were examined. Data were collected from subjects who have used smartphone fashion related apps; subsequently, a total of 327 data were analyzed. About 46% of respondents were males, with a mean age of 34.4 years that ranged from 20 to 49 years old. Multiple regression models were developed based on the research model. Perceived usefulness, perceived ease of use, perceived enjoyment, perceived risks (security risk and quality risk), fashion involvement, and fashion app attributes (product attributes and service attributes) were employed as predictors of attitudes towards mobile shopping. Attitudes towards mobile shopping and subjective norms with the aforementioned variables measured the intention to use. Attitudes towards mobile shopping were predicted by perceived enjoyment, perceived usefulness, and service attributes. Attitudes toward mobile shopping and subjective norms were the most important predictors of the intention to use. Gender differences were found in that service attributes were significant for attitudes towards mobile shopping only in the male model. Age differences were also found and perceived usefulness was the most important predictor of attitudes toward mobile shopping among those in their 20's; however, perceived enjoyment was the most important among those in their 30's and 40's. Quality risk was only significant to explain intention to use among those in their 40's. The findings of this study are useful to understand the possibility of the adoption of mobile shopping though fashion apps and provide basic insight into market segmentation.