Modeling consumer adoption of mobile shopping for fashion products in Korea

Eunju Ko, Eun Young Kim, Eun Kyung Lee

Research output: Contribution to journalArticle

149 Citations (Scopus)

Abstract

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
Volume26
Issue number7
DOIs
Publication statusPublished - 2009 Jul 1

Fingerprint

Korea
Internet
Research Personnel
Technology
Modeling
Mobile commerce
Shopping
Perceived value
Surveys and Questionnaires
Connectivity
Factors

All Science Journal Classification (ASJC) codes

  • Applied Psychology
  • Marketing

Cite this

Ko, Eunju ; Kim, Eun Young ; Lee, Eun Kyung. / Modeling consumer adoption of mobile shopping for fashion products in Korea. In: Psychology and Marketing. 2009 ; Vol. 26, No. 7. pp. 669-687.
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Modeling consumer adoption of mobile shopping for fashion products in Korea. / Ko, Eunju; Kim, Eun Young; Lee, Eun Kyung.

In: Psychology and Marketing, Vol. 26, No. 7, 01.07.2009, p. 669-687.

Research output: Contribution to journalArticle

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