硏究論文(연구논문) : 스마트폰 이용 동기와 패션 브랜드 앱 내용이 패션 브랜드 앱 수용의도에 미치는 영향
분야
자연과학 > 가정
저자
최예슬 ( Ye Seul Choi ) , 김미영 ( Mi Young Kim )
발행기관
한국패션비즈니스학회
간행물정보
패션비즈니스 2013년, 제17권 제4호, 149~163페이지(총15페이지)
파일형식
1k901280.pdf [무료 PDF 뷰어 다운로드]
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    영문초록
    This study investigated the effects of smart phone usage motives and fashion brand app factors upon the intention to accept fashion brand applications. Data were collected from 250 female college students living in Seoul and Gyeonggi-do. 220 reliable data were analyzed by frequency, factor analysis, Cronbach`s alpha, ANOVA,, Duncan test, paired t-test, chi-square analysis, regression. The results were as follows: Firstly, the ‘information acquisition`` and the`use of time` were considered to be the most important motive factors driving consumer`s smart phone usage. Secondly, the motives underpinning smart phone user`s intention to accept a fashion brand application were ``social relationships``, ``entertainment``, and ``information acquisition``. Thirdly, the frequently used factors during the usage of fashion brand application could be classified in order of frequency as follows: ``product information provision``, ``store information provision``, ``coordinated information provision``, ``fashion information provision``, ``entertainment provision``, ``hobbies and life information provision``, virtual wearing provision``, ``SNS provision``, and, ``events and coupons provision``. Fourthly, a factor analysis of these nine factors were classified into ‘basic information type’, and ‘additional information type’. The influences of basic information type and the additional information type upon the intention to accept the fashion brand application showed the following significant result: The basic information type had a greater influence upon the intention to accept the fashion brand app.
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