패션 제품의 모바일 쇼핑 특성이 충동구매와 구매 후 행동에 미치는 영향-기술수용모델과 소비자 지식을 중심으로-

Abstract

The purpose of this study was to investigate the effect of the mobile commerce characteristics and consumer knowledge on impulsive purchasing and post purchase behavior of fashion product accepting for Technology Acceptance Model. The subjects for this study were 202 cases and the survey conducted using a questionnaire method. The data were analyzed by frequence analysis, factor analysis, reliability analysis, cluster analysis, t-test, ANOVA, Ducan test and regression analysis using SPSS 25.0 statistical program. The results of this study are summarized as follows: First, the characteristics of mobile shopping for fashion products were extracted from two factors: convenience/easy factor and pleasure factor. Second, groups were classified as high and low knowledge groups based on consumer knowledge of smartphones. Differences by consumer knowledge groups emerged, with high knowledge groups showing higher convenience/easy factor, pleasure factor, impulse buying and repurchase intention compared to low knowledge groups, but regret did not show any difference by group. Third, the difference between groups is that in case of the higher knowledge group, the higher the impulse purchase, the higher regret, the less repurchase intention, on the other hand this relationship did not show in the lower knowledge group. Whereas the high knowledge group, there is no singinifacant effect, the lower knowledge group, the less convenience/easy factor, the high regret. Fourth, according to demographic variables, convenience/easy factor, pleasure factor, impulse buying, and repurchase intention were higher in women than in men, and knowledge of smartphones was higher in men than in women. An additional survey of items with experience in purchasing showed that more than 50 percent of the subjects had experience in purchasing through mobile devices. This results concluded that mobile commerce characteristics and consumer knowledge is a useful variable as an external variable for the Technology Acceptance Model to establish successful mobile marketing strategy.