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쇼핑가치에 따른 무인패션점포 이용의도 -기술수용모형의 적용-

The Effects of Shopping Value on the Usage Intention of Unmanned Fashion Stores -Application of Technology Acceptance Model-

서상우
한국패션비즈니스학회|2019.05|패션 비즈니스 (Journal of Fashion Business)|제23권 제2호|pp. 140-155|DOI https://doi.org/10.12940/jfb.2019.23.2.140

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참고문헌

키워드

기술수용모형technology acceptance model쇼핑가치hedonic shopping value실용적 쇼핑가치쾌락적 쇼핑가치shopping value무인패션점포unmanned fashion storeutilitarian shopping value
주제분류생활과학

초록

The objective of this study was to verify the usage intention of unmanned fashion stores through the technology acceptance model and to verify the extended technology acceptance model including the shopping value as consumers’ characteristic. An online survey, consisting of 626 consumers as participants, was conducted from March 13 to 19. Results of the study were as follows: This study used exploratory and confirmatory factor analysis. Furthermore, a covariance structure analysis using the maximum likelihood was conducted for hypothesis testing. According to the results, perceived ease of use affects perceived usefulness, which thereby affects the usage intention of unmanned fashion stores through attitude. Moreover, the analysis of the extended technology acceptance model including the shopping value as the intrinsic motivation of the consumers showed that the hedonic shopping value had a significant effect on the perceived ease of use and perceived usefulness, and perceived usefulness influenced the usage intention of unmanned fashion stores through attitude.

Abstract

The objective of this study was to verify the usage intention of unmanned fashion stores through the technology acceptance model and to verify the extended technology acceptance model including the shopping value as consumers’ characteristic. An online survey, consisting of 626 consumers as participants, was conducted from March 13 to 19. Results of the study were as follows: This study used exploratory and confirmatory factor analysis. Furthermore, a covariance structure analysis using the maximum likelihood was conducted for hypothesis testing. According to the results, perceived ease of use affects perceived usefulness, which thereby affects the usage intention of unmanned fashion stores through attitude. Moreover, the analysis of the extended technology acceptance model including the shopping value as the intrinsic motivation of the consumers showed that the hedonic shopping value had a significant effect on the perceived ease of use and perceived usefulness, and perceived usefulness influenced the usage intention of unmanned fashion stores through attitude.

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