{"product_id":"analysis-of-the-intention-to-use-fashion-m-commerce-9786208191122","title":"Analysis of the Intention to Use Fashion M-Commerce","description":"\u003cp\u003e • Author(s): Eduardo Borba | Rafael Tezza\u003cbr\u003e • Publisher: Our Knowledge Publishing\u003cbr\u003e • Publisher Imprint: Our Knowledge Publishing\u003cbr\u003e • BISAC: Management - General\u003c\/p\u003e\u003cp\u003eThe 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.\u003c\/p\u003e","brand":"Atlantic Books","offers":[{"title":"Paperback","offer_id":46378595713175,"sku":"9786208191122","price":6438.0,"currency_code":"INR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0666\/3471\/1191\/files\/9786208191122.webp?v=1768764370","url":"https:\/\/atlanticbooks.com\/products\/analysis-of-the-intention-to-use-fashion-m-commerce-9786208191122","provider":"Atlantic Books","version":"1.0","type":"link"}