패션 모바일 앱 사용현황과 스마트폰 지식이 패션 제품 구매 시 지각된 위험, 구전에 미치는 영향

• 영문명: Effect of Fashion Mobile App Usage Status and Smartphone Knowledge on Consumer’s Perceived Risk and Word-of-Mouth
• 발행기관: 충북대학교 생활과학연구소
• 저자명: 박수경(Sookyeong Park)
• 간행물 정보: 『생활과학연구논총』제28권 제3호, 1~15쪽, 전체 15쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2024.12.31

국문 초록

Background/Objectives: This study examined the effects of the fashion mobile app usage status and smartphone knowledge on consumers’ perceived risks and wordof-mouth. Methods: The participants in this study were 234 women and men aged 20s and older. The survey was conducted using a questionnaire. Data were analyzed by frequency, factor, reliability, cluster, t-test, and regression analyses using SPSS 27.0. Results: First, the consumer’s perceived risk was extracted from two factors: product and security risk factors. Second, in groups with experience downloading fashion mobile apps, security risk factors affected word-of-mouth and repurchase intentions negatively, while word-of-mouth affected repurchase intentions positively. Third, in the group with high shopping frequency, product risk factors, security risk factors, and word-of-mouth influenced repurchase intention. In the group with high shopping frequency, product risk, security risk, and word-of-mouth were factors that influenced repurchase intention. Fourth, even in groups with high search times, security risk factors had a negative effect on word-of-mouth and repurchase intention, while word-of-mouth had a positive effect on repurchase intention. Fifth, in groups with low smartphone knowledge, the perceived risk did not affect word-of-mouth or repurchase intention. This study confirmed that the fashion use of mobile apps and smartphone knowledge affects perceived risks and word-of-mouth and is a significant variable of mobile usage status, which is used as an additional variable, useful for examining consumer characteristics. The results provide important data for mobile fashion marketing strategies. Conclusion/Implications: This study confirmed that the fashion use of mobile apps and smartphone knowledge affects perceived risks and word-of-mouth, and it is a significant variable in mobile usage status, which was used as an additional variable, useful for examining consumer characteristics. The results are important for fashion mobile marketing strategies.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 방법

Ⅳ. 결과 및 논의

Ⅴ. 결론 및 제언

참고문헌

키워드

Fashion mobile app usage status Smartphone knowledge Consumer’s perceived risk Word-of-month Repurchase intention