| Abstract |
| In recent years, mobile shopping is expected to have a great development based on ever wider use of smart-phones, active mobile internet service and direct card payment features. The specific purposes of the study are to categorize consumers into groups based on their fashion involvement and internet shopping familiarity, to find out differences among the groups in terms of benefits in mobiles shopping, perceived risks and purchase intention. The study also investigated the effects of benefits sought and perceived risks on the purchase intention in each group. Statistical analysis showed that consumers are categorized into 4 groups according to fashion involvement and internet shopping familiarity. Each group is characterized by `pursuing pleasure in fashion group`, `uncertainty in clothing selection/unfamiliarity with internet group`, `pursuing symbolism in fashion/familiarity with the internet group`, and `indifference group.` In regard to the differences among groups, significant differences exist in accessibility, convenience and efficiency of benefits sought, and mobile using risk of perceived risk. The study also shows that there are effects of benefits sought and perceived risks on purchase intention of each consumer segment. |
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| Key Words |
| 모바일 패션 쇼핑, 모바일 추구혜택, 모바일 위험지각, 패션관여, 인터넷 쇼핑 친숙도, 구매의도, Mobile fashion shopping, benefits in mobile shopping, perceived risks, fashion involvement, Internet shopping familiarity, purchase intention |
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