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Analysis of the Intention to Use Fashion M-Commerce

by Eduardo Borba , Rafael Tezza
Save 12% Save 12%
Current price ₹6,438.00
Original price ₹7,337.00
Original price ₹7,337.00
Original price ₹7,337.00
(-12%)
₹6,438.00
Current price ₹6,438.00

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Book cover type: Paperback
  • ISBN13: 9786208191122
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Our Knowledge Publishing
  • Publisher Imprint: Our Knowledge Publishing
  • Publication Date:
  • Pages: 140
  • Original Price: GBP 58.0
  • Language: English
  • Edition: N/A
  • Item Weight: 214 grams
  • BISAC Subject(s): Management

The main objective of this study was to evaluate the influence of the dimensions of Playfulness, Social Influence, Effort Expectancy and Performance Expectancy on the intention to use fashion m-commerce, using the Unified Theory of Acceptance and Use of Technology (UTAUT). To this end, a structural model was proposed, also considering the moderating variables of age and gender. A questionnaire with 21 Likert scale items was administered to 300 Brazilian users. After data collection, a Factor Analysis was carried out to identify correlated variables, followed by the application of Structural Equations to measure the impact of each dimension on intention to use. The results showed a positive effect of the Playfulness, Social Influence and Effort Expectancy dimensions, while Performance Expectancy was excluded. The age variable showed a moderating influence on the relationship between Social Influence and Intention to Use. The study contributes by providing empirical evidence on the application of UTAUT to fashion m-commerce, highlighting Playfulness as a relevant factor.

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