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논문 기본 정보

자료유형
학술저널
저자정보
구자성 (이화여자대학교) 김찬호 (한양여자대학교)
저널정보
한국의상디자인학회 한국의상디자인학회지 한국의상디자인학회지 제25권 제1호
발행연도
2023.2
수록면
97 - 113 (17page)

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초록· 키워드

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This study investigates the effect of consumers’ trust in communication with online fashion mall avatars on performance expectancy and re-use intention. For the empirical study, 207 adults were surveyed using a 5-point Likert scale, and the results were analyzed with SPSS 21.0. The analysis reveals the following results. First, the factor analysis of trust in communication with the avatar, performance expectancy, and re-use intention revealed cognitive and affective trust as subfactors of the trust in communication with the avatar, while purchase choice expectations and performance expectancy were identified as subfactors of performance expectancy for the avatar. A total of five factors, including re-use intention, were recognized. Second, the trust in communication with online fashion mall avatars significantly positively affected performance expectancy for the avatar. Among the subfactors, cognitive trust was determined to have a greater influence on purchase choice expectations than affective trust. Third, the performance expectancy for the online fashion mall avatar significantly positively affected re-use intention. Notably, the subfactor performance expectancy had a greater influence than purchase choice expectations. Finally, trust in communication with online fashion mall avatars significantly positively affected re-use intention. Accordingly, the sub-factor cognitive trust had a greater influence on re-use intention than affective trust. The results of this study are academically significant in that they empirically test the influence relationship between trust in communication, performance expectancy, and re-use intention, considering the personal characteristics of online fashion mall avatars on consumers using the Meta-UTAUT model in the fashion field.

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Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구 방법
Ⅳ. 연구 결과 및 논의
Ⅴ. 결론 및 제언
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UCI(KEPA) : I410-ECN-0101-2023-592-000438558