Modeling Consumer Adoption of Mobile Shopping for Fashion Products in Korea

This study explores the potential of a consumer technology adoption model in examining structural relationships among mobile commerce characteristics, perceived value, and intention to adopt mobile shopping for fashion products. Through an online survey method, the 511 valid questionnaires obtained from Korean users of a mobile Internet service identified perceived m-commerce characteristics consisting of four factors: usefulness, enjoyment, ease of use, and instant connectivity. The first three factors were positively related to perceived value, whereas instant connectivity was negatively related. Moreover, estimated structural equation modeling described the important function of perceived value as mediating the effect of m-commerce characteristics on the consumers' intention to adopt mobile fashion shopping. Managerial implications for practitioners and researchers are discussed in the context of m-commerce. (C) 2009 Wiley Periodicals, Inc.