Modeling consumer adoption of mobile shopping for fashion products in Korea

Eunju Ko, Eun Young Kim, Eun Kyung Lee

Research output: Contribution to journalArticlepeer-review

236 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)669-687
Number of pages19
JournalPsychology and Marketing
Issue number7
Publication statusPublished - 2009 Jul

All Science Journal Classification (ASJC) codes

  • Applied Psychology
  • Marketing


Dive into the research topics of 'Modeling consumer adoption of mobile shopping for fashion products in Korea'. Together they form a unique fingerprint.

Cite this