Analysis of the Intention to Use Fashion M-Commerce (Paperback) (ISBN-13: 9786208191122)

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.

Author: Eduardo Borba,Rafael Tezza
ISBN-10: 6208191122
ISBN-13: 9786208191122
Publisher: Our Knowledge Publishing
Language: English
Published: 10/17/2024
Pages: 140
Format: Paperback
Weight: 0.47lbs
Size: 9.00h x 6.00w x 0.33d