시장전문성이 패션 모바일 앱 특성, 만족, 모바일 쇼핑지속의도에 미치는 영향

Effect of Market Mavenship on Fashion Mobile App Characteristics, Satisfaction, and Continued Shopping Intention

Background/Objective: This study aims to examine the effect of market mavenship on fashion mobile app characteristics, satisfaction, and continued shopping intention. Methods: In this study, data on 234 individuals in their 20s and older were collected through a questionnaire-based survey. The data were analyzed through frequency, factor, reliability, cluster, t-test, ANOVA, Ducan test, and regression analyses using SPSS 27.0 statistical program. Results: First, two factors, including speed and ease of use, for fashion product mobile shopping app were extracted, and consumer satisfaction, including product, app, and overall satisfaction, was thoroughly examined. Second, groups with high market mavenship had higher perception of fashion mobile app characteristics and higher overall satisfaction, including product and app, and mobile shopping persistence than groups with low market mavenship. Third, this study examined how market mavenship influences the speed and ease of using apps and the relationship between market mavenship, app characteristics, satisfaction, and continued shopping intention. App satisfaction had a great influence on the order of market mavenship, speed, and ease of use, which, in turn, influenced mobile shopping persistence. Fourth, there was a difference between demographic variables and app usage in terms of job and app-down status. Additionally, when downloading and using a fashion app, market mavenship, speed, ease of use, satisfaction, product satisfaction, app satisfaction, and continued shopping intention were higher than for those who did not download the app. Conclusion/Implications: These results concluded that fashion mobile app characteristics and market mavenship are useful variables for understanding mobile consumer behavior.