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- W4319998907 abstract "This study aimed to identify changes in fashion consumer awareness of contact shopping and contact-free shopping in line with the current environment, such as COVID-19 and the spread of digital living, and to derive their characteristics and end-value. To this end, specific factors that directly affect the switching intention of consumers when shopping during the COVID-19 pandemic were extracted. This study was conducted using the means-end chain theory and the laddering technique of qualitative research methods. It targeted 50 consumers aged between 20s–60s who have had experience in purchasing fashion products through contact-free shopping. The results showed that anxiety, discomfort, and unnecessariness were negative effects of contact shopping, and the positive effects of contact-free shopping were convenience, experience satisfaction, usability, and its economical nature. Finally, as the mooring factors for switching intention, the preference for familiarity, unnecessariness, and the pursuit of diversity were derived. This can be a key factor in providing a direction for a contact-free society that becomes the new normal. Therefore, this study sought a method to activate contact-free fashion stores and expects it to be utilized in a marketing method for potential customers in the post-COVID-19 era." @default.
- W4319998907 created "2023-02-11" @default.
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- W4319998907 date "2022-12-31" @default.
- W4319998907 modified "2023-09-27" @default.
- W4319998907 title "Consumer Awareness and Switching Behavior Factors in Contact-Free Shopping : Focusing on Means-End Chain Theory and Laddering Technique" @default.
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- W4319998907 doi "https://doi.org/10.7233/ijcf.2022.22.2.001" @default.
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