Eunju Ko

Abstract This study explores the potential of a consumer technology adoption model in examining structural relationships among mobile commerce characteristics, perceived value, and intention to adopt mobile shopping for fashion products. Through an online survey method, the 511 valid questionnaires obtained from Korean users of a mobile Internet service identified perceived m‐commerce characteristics consisting of four factors: usefulness, enjoyment, ease of use, and instant connectivity. The fi

Companies in the fashion industry recognize sustainability as a major issue and are placing intensive efforts to incorporate it into their marketing strategies. Yet they face a stumbling block as most fashion consumers still have limited knowledge or clarification about sustainability. In addition, there is a lack of in-depth research regarding sustainable knowledge in the fashion industry, especially considering its importance in this field. Therefore, this study, analyzes sustainable knowledge

In this study, the authors investigate factors that influence para-social relationships between social network service (SNS) users and celebrities and the effects on users' purchase intentions. The study shows that SNS use and para-social relationships with celebrities are positively related. User/celebrity para-social relationships and celebrity reputation also show positive relationships with purchase intentions. Gender differences affect relationships between celebrity reputation, para-social

Purpose – To discover whether there are market segments for the fashion industry that cut across countries and respond differently to advertising messages.