[논문]유행선도력과 상거래 특성에 따른 패션 모바일 커머스 수용태도 연구

나윤규; 정혜연

유행선도력과 상거래 특성에 따른 패션 모바일 커머스 수용태도 연구
The effect of Fashion Leadership and Commerce Characteristics on the Acceptance Attitude of Fashion Mobile Commerce 원문보기

본 논문은 모바일 패션 쇼핑의 소비자 행동을 설명하기 위해 모바일 패션소비자의 유행선도력(유행선도성향, 의견선도성향, 선도잠재성향)과 모바일 상거래 특성(모바일 편재성, 모바일 개인화, 모바일 위치성)을 패션 수용상황에 적합한 기술수용 관점에서 관련성을 제시하여 시사점을 도출하고자 한다. 본 조사는 모바일 인터넷 서비스 및 커머스를 1회 이상 이용해 본 경험이 있는 패션 소비자 406명을 자료 분석에 사용하였으며, 분석 결과는 다음과 같다. 첫째, 패션소비자의 유행선도력의 유행선도성향과 선도잠재성향은 지각된 가치에 유의한 영향을 미치는 것으로 나타났다. 둘째, 패션소비자의 모바일 상거래 특성의 편재성은 지각된 가치와 지각된 유용성에 유의한 영향을 미치는 것으로 나타났다. 셋째, 모바일 패션커머스에 대한 지각된 가치는 지각된 유용성과 수용태도에 유의한 영향을 미치는 것으로 나타났다. 넷째, 모바일 패션커머스에 대한 지각된 유용성은 수용태도에 유의한 영향을 미치는 것으로 나타났다. 다섯째, 모바일 패션커머스에 대한 지각된 신뢰는 지각된 유용성과 수용태도에 유의한 영향을 미치는 것으로 나타났다. 이 결과로 패션 소비자의 유행선도력과 모바일 상거래 특성이 패션 모바일 커머스를 확산하는 능력을 지녔음을 제시한다. 또한 기존 연구에서의 패션상품 구매의도 형성요인들과 통합할 경우, 보다 설명력 있는 확장된 혁신수용 모델이 개발될 것으로 예상된다.

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문제 정의

This research will become the foundation with the measure the consumer experience, analysis and application when the fashion enterprise set up the mobile commerce marketing strategy plan in the fashion company. Also, the application of the effective mobile will be able to provide the opportunity intensifying the distribution of the fashion enterprises and marketing ability in the fashion product buying process.
Thus, this research tries to draw the implication which in the fashion leadership of the mobile fashion consumer(the fashion lead tendency, opinion lead tendency, lead potential tendency) and mobile commerce characteristic(mobile maldistribution, mobile personalization, mobile position) presented to the suitable characteristic of the technology acceptance and correlation for the fashion reception situation.

가설 설정

H 1 : The fashion leadership of the fashion consumer will have the effect to the perceived value.
H 10 : The fashion mobile commerce of the perceived trust will have the effect to the perceived usefulness.
H 11 : The fashion mobile commerce of the perceived trust will have the effect to the acceptance attitude.
H 2 : The fashion leadership of the fashion consumer will have the effect to the perceived usefulness.
H 3 : The fashion leadership of the fashion consumer will have the effect to the perceived trust.
H 4 : The fashion mobile commerce characteristics will have the effect to the perceived value.
H 5 : The fashion mobile commerce characteristics will have the effect to the perceived usefulness.
H 6 : The fashion mobile commerce characteristics will have the effect to the perceived trust.
H 7 : The fashion mobile commerce of the perceived value will have the effect to the perceived usefulness.
H 8 : The fashion mobile commerce of the perceived value will have the effect to the acceptance attitude.
H 9 : The fashion mobile commerce of the perceived usefulness will have the effect to the acceptance attitude.

제안 방법

Before evaluation of measurement model, each concept research was evaluated through the Cronbach's α, one of the internal consistency verification method, for trust.
In this research, the course model verification was evaluated the measurement model used the exploratory factor analysis and confirmatory factor analysis and the variable of substandard tried to be removed in the first stage. In the second stage, it was implement the path analysis basis on the evaluation result of measurement model. Before evaluation of measurement model, each concept research was evaluated through the Cronbach's α, one of the internal consistency verification method, for trust.
In this research, the course model verification was evaluated the measurement model used the exploratory factor analysis and confirmatory factor analysis and the variable of substandard tried to be removed in the first stage. In the second stage, it was implement the path analysis basis on the evaluation result of measurement model.
In this study, systematically try to be investigated phased causal relationship of effectiveness about the Fashion Leader ship in the acceptance attitude of Fashion and the influence factors of M-Commerce Characteristic and this variables which based on Technology Acceptance Model(TAM). In setting this research model, the basis presented in the existing researches about the technical acceptance model is depth analyze and the relationship of each variables is verified in the environment using the business process application.
The measurement tool for performing this research was comprised of the fashion consumer fashion leadership, mobile commerce characteristic, expanded TAM (the perceived value, perceived usability, and perceived confidence and innovation adoption attitude) and demographics characteristic. The fashion consumer of fashion leadership factor measured the total 13 items based on the research of Hong & Liu(2009), Jemigan & Easterling(1990), and the Kasiser (1997).
This research presented the structural equation model that it expanded to the TAM in the fashion leadership and mobile commerce characteristic which in the insufficient of the systematic research time for explain the consumer behavior of the mobile fashion shopping.
And it has the limit of the commerce characteristic difference exists considerably according to the type of the mobile commerce site. Thus, the practical applicability will be raised to classify the range between the little more concrete sample and research and analyze the structural relationship of the variables. And in the early stage of introduction of the mobile market, the meaning of the research with comparisons and analysis about the international market situation and the consumer characteristic are considered as the first start of the mobile fashion shopping.
Thus, this study is based on the Innovation Diffusion Theory of the Roger(1995) and Technology Acceptance Model and systematically tries to investigate the role of fashion leadership in the fashion mobile commerce acceptance attitude, the influence factors of mobile-commerce characteristics and those variables of the validity of the causal relationship by stages. It will be help to the establishment of the business strategy considering the change trend by according to the mobile fashion consumers realize to the importance and distinguishing transformation tendency according to the diffusion process of the mobile internet service.

대상 데이터

Through the mobile commerce innovation adoption attitude research of frame in the preceding research, during the 2011, Aug, the befit items were selected through the repetitive assessment and discussion as a clothes/ business administration major graduate student. Then, the preliminary examination was performed for 50 mobile commerce user between 1st days of between 15 days on Oct, 2011.

데이터처리

Altogether, 500 answers were obtained and from among those 406 people without the Missing value, were used in analysis. As the analyze method, SPSS (window 18.0) and AMOS Ver 18.0 were used to perform the frequency analysis, Reliability Analysis, Validity test(exploratory factor analysis, confirm factor analysis), discriminant validity analysis and path analysis.

이론/모형

In this research, the goodness-of-fit of the path analysis and parameter were estimated through the maximum likelihood method. So, the fit index of the path analysis about the mobile commerce acceptance influence factor showed the index up as X²=433.
This research collected data in the form of questionnaire and it used the Likert scale of 5 to measure the results. The pilot survey for making the adequacy of the measuring instrument was progressed with two methods.

성능/효과

Second, the mobile-ubiquity of the fashion consumer, perceived value, and perceived trust were adopted as the have the notes effect in the perceived usefulness. However, the fashion-lead propensity, opinion-lead propensity, lead-latent propensity, mobile-personalization and mobile-localization were rejected as the not to have the notes effect in the perceived usefulness.
Third, the lead-latent propensity of the fashion consumer was adopted as the have the notes effect in the perceived trust. However, the fashion-lead propensity, opinion-lead propensity, mobile-ubiquity, mobile-personalization and the mobile-localization were rejected as the not to have the notes effect in the perceived trust.
Third, the marketer need to the information offering as exact and quick which it can be evaluated confidently and it can have the persuasive power in order to enhance the perceived confidence of the mobile fashion commerce. Also, the various fashion communities was formed and the customer participation was induced and the lead potential incense should be enhanced.

후속연구

, 2003). Therefore, the research was required about understand of the appearance of the other unique mobile commerce with the existing web-based E-commerce and consider the technology acceptance to the mobile commerce customer propensity and mobile characteristic.

내보내기 구분	파일저장 인쇄 메일전송
구성항목	기본정보 상세정보 관리번호, 논문명, 저널/프로시딩명, 저자 , 발행년, 권, 호, 시작페이지, 끝페이지, 발행기관 관리번호, 논문명, 대등논문명, 저자 , 저널/프로시딩명, 발행기관, 발행년, 발행언어, 권, 호, 시작페이지, 끝페이지, ISBN, ISSN, 주제분야, 키워드, 초록(한글), 초록(영문), 저자(소속기관)
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연합인증

유행선도력과 상거래 특성에 따른 패션 모바일 커머스 수용태도 연구
The effect of Fashion Leadership and Commerce Characteristics on the Acceptance Attitude of Fashion Mobile Commerce 원문보기

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유행선도력과 상거래 특성에 따른 패션 모바일 커머스 수용태도 연구 The effect of Fashion Leadership and Commerce Characteristics on the Acceptance Attitude of Fashion Mobile Commerce 원문보기

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유행선도력과 상거래 특성에 따른 패션 모바일 커머스 수용태도 연구
The effect of Fashion Leadership and Commerce Characteristics on the Acceptance Attitude of Fashion Mobile Commerce 원문보기

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