{"product_id":"analysis-of-the-intention-to-eduardo-borba-9786208191122","title":"Analysis of the Intention to Use Fashion M-Commerce","description":"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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Eduardo Borba,Rafael Tezza\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 6208191122\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9786208191122\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Our Knowledge Publishing\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 10\/17\/2024\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 140\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.47lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.00h x 6.00w x 0.33d","brand":"Eduardo Borba","offers":[{"title":"Paperback","offer_id":48446485790975,"sku":"9786208191122","price":75.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_de6f145a-2d57-4812-83c2-ecdc6db4132a.jpg?v=1777224953","url":"https:\/\/www.whiterainbookhouse.com\/products\/analysis-of-the-intention-to-eduardo-borba-9786208191122","provider":"WR Book House","version":"1.0","type":"link"}