WHAT DRIVES CONSUMER’S INTENTION TO BUY ON MOBILE APPS ? A STUDY OF FAST FASHION INDUSTRY
(주)코리아스칼라
- 최초 등록일
- 2016.04.02
- 최종 저작일
- 2015.06
- 5페이지/ 어도비 PDF
- 가격 4,000원
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서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : GFMC Session1
ㆍ저자명 : Jonathan Coello, Shing-Wan Chang
영어 초록
The purpose of this paper is to empirically examine factors affecting customers’ intention to buy apparels through mobile apps. The proposed model was evaluated using survey data collected from 304 mobile app users and assessed by structural equation modeling. Our study contributes to a theoretical understanding of mobile apps usage.
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