Factors affecting the adoption of fashion mobile shopping applications

Manjari Soni, Kokil Jain and Bhawna Kumar

Journal of Global Fashion Marketing, 2019, vol. 10, issue 4, 358-376

Abstract: Fashion is ever-changing; almost every age and gender of a person is interested to know and wear the latest trend. Initially, people were dependent on the brick and mortar stores, followed by the launch and success of e-commerce, which changed the game by making people sit at home and shop. The launch of Mobile Shopping Apps have not only simplified the shopping but have also enhanced the whole shopping experience. So far there have been researches done on m-commerce in general. In this study, we examine the factors influencing the adoption of Fashion mobile shopping apps (FMSA) using extended UTAUT model. A thorough survey was conducted with a sample of 209 participants. The questionnaire was designed using established scales. Statistical tools were used to analyze the data. Out of ten identified variables except Physical Appearance and Social Influence, all others i.e. Performance Expectancy, Personal Innovativeness, Effort Expectancy, Facilitating Conditions, Hedonic Motivation, Habit, Price Value, and Behavioural Intentions showed significant influence on use behavior.

Date: 2019
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DOI: 10.1080/20932685.2019.1649165

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