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

Effect of Fashion Mobile App Usage Status and Smartphone Knowledge on Consumer’s Perceived Risk and Word-of-Mouth

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.