This study investigates whether the modified TAM by Ko, Kim, & Lee (2009) for the adoption of mobile shopping for fashion products will hold true when applied to US consumers. Using an online survey method, 245 US college students were asked questions pertaining to the four constructs outlined by Ko, Kim, & Lee (2009)- usefulness, enjoyment, instant connectivity, and ease of use- along with mediator perceived value, and adoption intention. Results show that there was a positive relationship between all variables and indicates a difference between the perception of the constructs of mobile shopping for fashion products between US consumers and Korean consumers.
","abstract_html":"<p>This study investigates whether the modified TAM by Ko, Kim, & Lee (2009) for the adoption of mobile shopping for fashion products will hold true when applied to US consumers. Using an online survey method, 245 US college students were asked questions pertaining to the four constructs outlined by Ko, Kim, & Lee (2009)- usefulness, enjoyment, instant connectivity, and ease of use- along with mediator perceived value, and adoption intention. Results show that there was a positive relationship between all variables and indicates a difference between the perception of the constructs of mobile shopping for fashion products between US consumers and Korean consumers.</p>","abstract_has_math":false,"creators":["Keels, Felicia Nicole"],"institution":null,"degree_name":"M.S.","degree_level":"Campus Access Thesis","degree_discipline":"Retailing","degree_department":null,"school":null,"contributors":["Deborah Brosdahl"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2012,"date_issued":"2012-01-01T08:00:00Z","date_published":"2012-01-01T08:00:00Z","updated_at":"2026-07-24T04:38:31Z","subjects":["Business","Sales and Merchandising","fashion products","m-commerce","Mobile Commerce","mobile shopping","technology","technology adoption"],"languages":[],"rights":["© 2012, Felicia Nicole Keels"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://scholarcommons.sc.edu/etd/1865","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Deborah Brosdahl"]},{"key":"dc:creator","label":"Author","values":["Keels, Felicia Nicole"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"thesis:degree_discipline","label":"Discipline","values":["Retailing"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Campus Access Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["M.S."]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Business","Sales and Merchandising","fashion products","m-commerce","Mobile Commerce","mobile shopping","technology","technology adoption"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:rights","label":"Dc Rights","values":["© 2012, Felicia Nicole Keels"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://scholarcommons.sc.edu/etd/1865"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["This study investigates whether the modified TAM by Ko, Kim, & Lee (2009) for the adoption of mobile shopping for fashion products will hold true when applied to US consumers. Using an online survey method, 245 US college students were asked questions pertaining to the four constructs outlined by Ko, Kim, & Lee (2009)- usefulness, enjoyment, instant connectivity, and ease of use- along with mediator perceived value, and adoption intention. Results show that there was a positive relationship between all variables and indicates a difference between the perception of the constructs of mobile shopping for fashion products between US consumers and Korean consumers.
"]},{"key":"dc:title","label":"Title","values":["Mobile Shopping For Fashion Products In the Us"]}]}],"canonical_facts":{"dc:contributor":["Deborah Brosdahl"],"dc:creator":["Keels, Felicia Nicole"],"dc:description.abstract":["This study investigates whether the modified TAM by Ko, Kim, & Lee (2009) for the adoption of mobile shopping for fashion products will hold true when applied to US consumers. Using an online survey method, 245 US college students were asked questions pertaining to the four constructs outlined by Ko, Kim, & Lee (2009)- usefulness, enjoyment, instant connectivity, and ease of use- along with mediator perceived value, and adoption intention. Results show that there was a positive relationship between all variables and indicates a difference between the perception of the constructs of mobile shopping for fashion products between US consumers and Korean consumers.
"],"dc:identifier":["https://scholarcommons.sc.edu/etd/1865"],"dc:rights":["© 2012, Felicia Nicole Keels"],"dc:subject":["Business","Sales and Merchandising","fashion products","m-commerce","Mobile Commerce","mobile shopping","technology","technology adoption"],"dc:title":["Mobile Shopping For Fashion Products In the Us"],"thesis:degree_discipline":["Retailing"],"thesis:degree_level":["Campus Access Thesis"],"thesis:degree_name":["M.S."]},"updated_at":"2026-07-24T04:38:31Z"}