[논문]패션 버티컬 플랫폼 쇼핑: 플랫폼 만족의 매개효과와 소비자 혁신성의 조절효과

성유주; 이규혜

doi:10.12940/jfb.2023.27.4.38

패션 버티컬 플랫폼 쇼핑: 플랫폼 만족의 매개효과와 소비자 혁신성의 조절효과
Shopping on Fashion Vertical Platforms: The Mediating Effect of Platform Satisfaction and The Moderating Effect of Consumer Innovativeness 원문보기

패션비즈니스 = Fashion business, v.27 no.4, 2023년, pp.38 - 49

성유주 (한양대학교 대학원, 의류학과 휴먼테크융합전공) , 이규혜 (한양대학교 대학원, 의류학과 휴먼테크융합전공)

Abstract ▼ AI-Helper

Fashion vertical platforms offer various content and events to consumers and have established a strong customer base. Especially, they cater to the sensibilities of young customers. This study analyzed the characteristics of a sensuous fashion vertical platform, which enhances expertise and provides customized services. In addition, this study aimed to find out whether consumer innovation modulates the relationship between fashion vertical platform, platform satisfaction, and continuous shopping intention. An online survey was conducted targeting consumers in their 20s and 30s who had experience using fashion vertical platforms, and 222 samples were analyzed. Factor analysis and structural equation model were analyzed using the SPSS 29.0 and Smart-PLS. Smart-PLS analysis results showed that exclusivity, convenience and informativeness did not directly affect continuous shopping intention but showed a complete mediating effect through platform satisfaction. Both the high and low innovative groups demonstrated significant effects of exclusivity on platform satisfaction, and platform satisfaction showed significant effects on continuous shopping intention. A high level of innovation among the consumers showed significant mediating effects on exclusivity, personalization, and continuous shopping intention, as reflected by information on platform satisfaction, and low level of innovation among the consumers showed significant effect on convenience. This study's findings highlight the importance of enhancing exclusivity, convenience, informativeness, and esthetics in fashion vertical platforms, and improving platform satisfaction. These findings will be used to develop marketing strategies that can lead to continuous shopping intentions and provide opportunities for the industry.

주제어

표/그림 (5)

그림 Figure 1. ResearchModel and Hypothesis (drawn by the authors)
표 Table 1. Verification of Measurement Model
표 Table 2. Hypotheses Testing Results
표 Table 3. Mediating Effect of Platform Satisfaction
표 Table 4. Structural Path Coefficients According to Consumer Innovativeness Groups

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