지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2011.1
- 수록면
- 548 - 559 (12page)
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초록· 키워드
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The purpose of this study is to find out the important factors and efficient strategies concerning fashion mobile marketing. This study contributes to the effect on shopping behavior of m-commerce consumer applying technology acceptance model(TAM) in the mobile fashion merchandise shopping environment. The areas of study interest are mobile commerce interface characteristics, flow, perceived usefulness, ease of use, attitude, purchase intention. To fulfill the study objectives, a total of 406 questionnaires were conducted to the customers with first-hand experience with merchandise in mobile commerce. The judgement sampling method was employed on sample population ages from 20s to 30s over two month period. Based on the results of the above-mentioned path analysis, The result showed that different factors affect acceptance intention of the fashion M-commerce. The result which extended TAM relationship, excepted affects in perceived ease of use by navigation and Flow, perceived usefulness by perceived ease of use and purchase intention by perceived ease of use considers from all relationships the effect put out. On this wise, mobile commerce interface characteristics needs provider of basic contents to fashion mobile commerce technology acceptance and suggested the ability which diffuses a fashion mobile transactions
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참고문헌 (32)
참고문헌 신청
Aarnio, J. / 2002 / Adoption and use of mobile services empirical evidence from a finish survey / Proceedings of the 35th Hawaii International Conference on System Sciences : 87 ~
Ahn, T. / 2004 / The impact of the online and offline features on the user acceptance of Internet shopping malls / ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS 3 (4) : 405
Anckar, B. / 2002 / Value-Added Services in Mobile Commerce: An Analytical Framework and Empirical Findings from a National Consumer Survey / Proceedings of the 35th Hawaii Intern
Barwise, P. / 2002 / Permission-based mobile advertising / Journal of Interactive Marketing 16 : 14 ~ 24
Davis, F .D. / 1989 / User Acceptance of Computer Technology:A Comparison of Two Theoretical Models / Management Science 35 (8) : 982 ~ 1003
Ahn, T. / 2004 / The impact of the online and offline features on the user acceptance of Internet shopping malls / ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS 3 (4) : 405
Anckar, B. / 2002 / Value-Added Services in Mobile Commerce: An Analytical Framework and Empirical Findings from a National Consumer Survey / Proceedings of the 35th Hawaii Intern
Barwise, P. / 2002 / Permission-based mobile advertising / Journal of Interactive Marketing 16 : 14 ~ 24
Davis, F .D. / 1989 / User Acceptance of Computer Technology:A Comparison of Two Theoretical Models / Management Science 35 (8) : 982 ~ 1003
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