Willingness to use fashion mobile applications to purchase fashion products: A comparison between the United States and South Korea

This study focused on United States and South Korean consumers’ intention to use fashion mobile applications to purchase fashion products and how that intention is affected by cultural differences. A modified Technology Acceptance Model and E-commerce Adoption Model was utilized. A survey was designed and administered to smartphone users enrolled in fashion programs at both a United States university and two South Korean universities. Findings showed significant differences in three variables between the two cultures: perceived social influence, perceived entertainment, and fashion innovativeness. Path analysis revealed that the motivations of intention to purchase fashion products through fashion mobile applications were differentiated by cultural differences. The findings of this study are relevant and contribute to a comprehensive perspective on mobile marketing strategies for fashion retailers, especially electronic retailers who are particularly well positioned to take advantage of this new sales medium.