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Modeling consumer adoption of mobile shopping for fashion products in Korea
Author(s) -
Ko Eunju,
Kim Eun Young,
Lee Eun Kyung
Publication year - 2009
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20294
Subject(s) - structural equation modeling , mobile commerce , value (mathematics) , context (archaeology) , advertising , technology acceptance model , mobile internet , psychology , usability , marketing , service (business) , function (biology) , the internet , social commerce , business , world wide web , social media , computer science , human–computer interaction , evolutionary biology , paleontology , machine learning , biology
This study explores the potential of a consumer technology adoption model in examining structural relationships among mobile commerce characteristics, perceived value, and intention to adopt mobile shopping for fashion products. Through an online survey method, the 511 valid questionnaires obtained from Korean users of a mobile Internet service identified perceived m‐commerce characteristics consisting of four factors: usefulness, enjoyment, ease of use, and instant connectivity. The first three factors were positively related to perceived value, whereas instant connectivity was negatively related. Moreover, estimated structural equation modeling described the important function of perceived value as mediating the effect of m‐commerce characteristics on the consumers' intention to adopt mobile fashion shopping. Managerial implications for practitioners and researchers are discussed in the context of m‐commerce. © 2009 Wiley Periodicals, Inc.