연구논문 : 모바일 패션 쇼핑 특성, 지각된 유용성과 즐거움, 구매의도의 관계-사용용이성의 매개효과- = Relationships among Mobile Fashion Shopping Characteristics, Perceived Usefulness, Perceived Enjoyment, and Purchase Intention-Mediating Effect of Ease of Use-

다국어 초록 (Multilingual Abstract)

This study investigates relationships among mobile fashion shopping characteristics, perceived usefulness, perceived enjoyment, and purchase intention as well as examines the mediating effect of ease of use in mobile fashion shopping. A final sample of 379 (from the distributed questionnaires) was used for data analysis. The statistical analyses used for the study were PASW 18.0 to verify the reliability of items and AMOS 16.0 to conduct confirmatory factor analysis and structural equation modeling. The results were as follows. Both measurement models and structural models showed an acceptable model fit. Three constructs of mobile fashion shopping characteristics were significantly associated with perceived usefulness, perceived enjoyment, and ease of use. In addition, ease of use influenced perceived usefulness and perceived enjoyment. Perceived usefulness and perceived enjoyment had a positive impact on attitude and attitude influenced purchase intention positively. Finally, there was a mediating effect of ease of use on the relationship of mobile fashion shopping characteristics, perceived usefulness and perceived enjoyment. The findings provide useful implications for fashion marketers to build effective mobile fashion shopping strategies.