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본 연구는 인터넷쇼핑에 관한 연구에서 많이 다루어지지 않았던 패션제품을 대상으로 하여 특정 인터넷쇼핑몰상에서 패션제품에 대한 구매의도에 쇼핑몰태도, 정보탐색시 느끼는 Flow 경험, 패션제품특성 및 패션의식 등이 어떠한 영향을 미치는지 살펴보고자 하는 것이다.Ⅱ. 이론적 고찰


This study aims to find out the relationship between purchase intention of fashion products and affecting factors. Measurement was not on the general Web environment but on the individual websites. It was modeled that the likeness of shopping malls affects purchase intention. Flow, which Csikszentmihalyi(1990) introduced as the state of optimal experience, was to affect purchase intention through the likeness of shopping malls. In addition, characteristics of fashion products were to affect purchase intention. A structural equation modeling was used for estimation.The result shows that the likeness of shopping malls affect purchase intention more than characteristics of fashion products. The difference from other studies is that the sign of Skills on Flow is negative. The effect of Flow on purchase intention is the largest and the next is the characteristics of the shopping malls. These results imply that internet shopping malls have to increase the likeness of shopping malls in addition to interests of the products. In addition, fashion consciousness was tested as a moderator by dividing the subjects into two groups of high and low fashion consciousness. The result shows that fashion consciousness works as a moderator for the variables affecting purchase intention.