Research on the Influence of Fashion Shopping App Characteristics on Satisfaction and Loyalty: Focusing on the Adjustment Effect of Fashion Involvement

At present, there are some researches on the satisfaction and loyalty of fashion shopping app, but it is not clear whether the characteristics of fashion shopping app has an impact on satisfaction and loyalty. Therefore, this paper attempts to explore the effects of the characteristics of fashion shopping app on satisfaction and loyalty. Degree of influence. The research objects of this study are the post-00 generation groups in China’s first and second-tier cities. The first and second-tier cities are economically developed cities in China, and their consumption status can reflect China’s consumption trends. The post-00 generation group is the main force of consumption in China now and even in the next 20 years. The research method of this paper is conducted in the form of questionnaire survey. A total of 350 questionnaires were collected from February 10, 2020 to February 18, 2020. Untrustworthy questionnaires were excluded. Finally, 342 questionnaires were used for SPSS data analysis. Based on SPSS data analysis and AMOS verification, it is finally concluded that the characteristics of the fashion shopping app have a positive impact on satisfaction and loyalty. 1