A Study on the Buying Behavior of Fashion Products in the Group Buying Type of Social Commerce - Focused on Shopping Value, Attitude, Purchase Intention, and Clothing Involvement -

摘要: Social commerce is not only a new form of shopping malls that did exist in the past, but also media as it gets combined with social networking services. The purpose this study to analyze influence clothing involvement on relationship between values, attitudes, and purchase intentions consumers group-buying type commerce. A specialized Internet survey company carried out targeting their 20s 30s experience purchasing fashion products using total 200 questionnaires were used for final analysis. Descriptive statistics, factor analysis, t-test, regression analysis conducted by SPSS 12.0 AMOS 19.0. results are follows. First, diversity/informativeness, impulse/accumulation, price, convenience, reliability, interaction, adventure identified value dimensions. Second, especially cases there significant differences high group low group. Third, five categories, which had attitude intention. When variable was included independent variables model predict intention, presented full mediating effect or partial Also, among value, attitude, intention different some degree according level consumer involvement.