모바일 패션 애플리케이션의 탐색동기와 콘텐츠 이용도가 구매의도에 미치는 영향

Effects of Search Motives and Content Usage of Mobile Fashion Applications on Purchase Intentions

This study was to identify underlying dimensions of search motives for mobile fashion apps, and examine effect of search motives and usage of fashion app contents on purchase intentions. A self-administered questionnaire included search motives, usage of contents, and purchase intentions on each channel(e.g., mobile app, mobile website, internet and offline store). A total 149 usable responses were obtained from university students who have experienced with mobile fashion apps. Data were analyzed by using descriptive statistics, factor analysis and multiple regression analysis via SPSS statistic 21.0. Consumers' search motives for fashion apps consisted of four factors, such as leisure/hedonic, economic, fashion information, and social motives. Fashion apps' contents included four elements: price information, promotional program, product image, and special products. With respect to usage of contents, price information and product image contents were significantly affected by leisure/hedonic, economic, and fashion information motives; promotional program content was affected by only economic motive; and special product information was affected by economic and fashion information motives. In addition, using fashion app content was significantly related to purchase intentions. Specifically, contents of price information and special products increased purchase intention on the mobile apps, whereas product image contents increased purchase intention in the mobile website, online shopping sites, and offline stores. This study discussed a managerial implication to design mobile app contents and effective multichannel strategy for fashion retailing on mobile commerce.