Factors affecting the adoption of fashion mobile shopping applications

Soni, Manjari; Jain, Kokil; Kumar, Bhawna

doi:10.1080/20932685.2019.1649165

Cited by 41 publications

(41 citation statements)

References 48 publications

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“…Effort Expectancy (EE), Performance Expectancy (PE), Social Influence (SI) has significant positive impact on the behavioral intention of consumers. These findings are consistent with the previous studies done in the context of acceptance and use of technology for fashion clothing items (Soni, Jain, & Kumar, 2019) (Rose, Clark, Samouel, & Hair, 2012. One of the possible reasons could be that multichannel users are more convenience oriented they want best of both worlds with less efforts and time consumption.…”

Section: Discussionsupporting

confidence: 92%

Multi-Channel Shopping Behavior of Consumers: Fashion and Design Industry of Pakistan

Iqbal¹

2020

IRMBR

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Consumer behavior has undergone transformational changes because of whole range of new products, changing lifestyles, advancements in communication technologies, readily available information, and multiple shopping channels. Specifically, consumers of contemporary era want a shopping ecosystem where they have consistent interaction with brands across multiple channels. However, Despite the benefits that multichannel shopping provides to consumers and the increased availability of products on various channels, multichannel shopping has not yet received widespread acceptance. One of the reasons is consumer's different perceptions for accepting new technology. Thus, the purpose of current study is to identify the technology acceptance drivers that influence multichannel shopping behavior of consumers. To this end "Unified theory of acceptance and use of technology extended (UTAUT2)", has been applied. Moreover, UTAUT2 model is modified by an additional variable of perceived risk and its effect has been investigated. Descriptive statistics, reliability, and confirmatory factor analysis was examined through SPSS statistical package, while Amos 22.0 was used for the "Structural Equation Modelling (SEM)".

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Section: Discussionsupporting

confidence: 92%

Multi-Channel Shopping Behavior of Consumers: Fashion and Design Industry of Pakistan

Iqbal¹

2020

IRMBR

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“…First, according to the results of Hypothesis 1, we found that the perception of interactivity, vividness, reality and aesthetics is more important for consumers than the ability to control or modify virtual content in the field of fashion and beauty makeup. If the interface design does not meet the requirements of consumers, consumers will not have additional online shopping motivations (Ganesh et al, 2010;Soni et al, 2019), especially in the fashion and cosmetics industries, which have high aesthetic requirements. It is impossible to accurately perceive the color of cosmetics without a hands-on experience; therefore, compared with other features such as control, consumers pay more attention to whether the virtual content (color) can be accurately presented in the real world when they are trying out beauty products, even those purchased online.…”

Section: Discussionmentioning

confidence: 99%

Augmented reality (AR) app use in the beauty product industry and consumer purchase intention

Ko¹,

Wang

2021

APJML

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PurposeDue to the lack of relevant literatures on the application of mobile augmented reality (AR) service in beauty industry, the purpose of this study is to explore the impact of the mobile AR service on consumers' purchase behavior and brand awareness in beauty industry. And this study also wants to identify the different effects of the relationship among flow experience (concentration, playfulness and exploratory behavior), decision comfort and purchase intention moderated by different levels of consumer characteristics (individualism and fashion innovativeness).Design/methodology/approachThis study set up a research model based on SOR model. The study used AR mobile app named “Youcam Makeup” as stimulus to do the questionnaire survey. First, the authors describe the way to use this AR mobile app and make sure each participant experience this app for about 5 min to understand AR well and finally, finished the questionnaire. SPSS and AMOS were used to do data analysis.FindingsThe results of this study showed that first, in the field of fashion and beauty makeup, compared with the ability to control or modify virtual contents – the perception of vividness, reality and aesthetics – are more relevant to consumers. Second, besides the playfulness that AR provides, AR technology can also encourage exploratory behavior in consumers, which will directly affect their intention to purchase. Finally, when using mobile AR technology, consumers with different levels of individualism or fashion innovativeness will gain different perceptions of their purchase intention.Research limitations/implicationsFirst, the study targets millennial female consumers. The future studies can be conducted on consumers of different age groups. Second, the sampling of this study is insufficient; if it had more samples, the results would be more accurate. Finally, AR is integrated into people's lives; therefore, to not be limited to millennial consumers, demographic characteristics need to be applied to future research.Practical implicationsThis study provides a theoretical basis for marketers to formulate marketing strategies. First of all, marketers can use this technology to provide consumers with a more vivid and specific online shopping experience. Second, technical developers can focus on developing the features of AR with the strongest consumer perception based on the results of this study. Finally, this study researched consumer traits that can deepen understanding of both emerging technologies and consumer behavior as compared to research only on mobile AR services. Marketers need to understand the characteristics of consumers when making marketing plans and expand the characteristics of AR technology corresponding to the characteristics of consumers to attract consumers with different attributes.Social implicationsBy using interactive technology, the brand can be closer to consumers and provide help and fun for consumers when they consume online. AR can also lead to future tool reuse behavior, thus establishing long-term relationships with consumers. More than that, AR can be used with the mobile phone, which can be used anytime and anywhere, eliminating space and time constraints. Therefore, the brand can establish cheap and extensive technology as a marketing strategy. Also, it can become one of the most common marketing tools.Originality/valueThis research fills the gap in the literature on mobile AR technology in the beauty industry. Such knowledge will not only facilitate the online development of brands but also help support retailers' development in the beauty industry, providing necessary capabilities for the expansion and application of this new technology. With regard to marketing strategies, the study on consumer characteristic provides the knowledge foundation for marketers to create marketing strategies, which is easier for them to formulate marketing schemes favorable to the brand for varying consumers.

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“…As such, the easier the users believe wearable payments are to use, the higher their intention to adopt this payment method. While Lee et al (2020) reported insignificant effect of ease of use on behavioral intention to adopt wearable payments, various studies confirmed the significant positive relationship between perceived ease of use and users' behavioral intention in different technology contexts, such as in mobile grocery shopping (Chakraborty, 2020), mobile food ordering applications (Alalwan, 2020), mobile shopping (Tan & Ooi, 2018), fashion mobile applications (Soni et al, 2019), e-government (Rabaa'i et al, 2015Rabaa'i, 2015;Rabaa'i, 2017b), m-payments (Gupta & Arora, 2019;Morosan & DeFranco, 2016;, smart wearable devices (Park, 2020), smartphone credit card adoption (Ooi & Tan, 2016), and NFC credit card payments (Tan et al, 2014). Consequently, the following hypothesis is proposed:…”

Section: Perceived Ease Of Use (Peou)mentioning

confidence: 95%

Understanding the Determinants of Wearable Payment Adoption: An Empirical Study

Rabaa'i

Zhu

2021

IJIKM

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Aim/Purpose: The aim of this study is to determine the variables which affect the intention to use Near Field Communication (NFC)-enabled smart wearables (e.g., smartwatches, rings, wristbands) payments. Background: Despite the enormous potential of wearable payments, studies investigating the adoption of this technology are scarce. Methodology: This study extends the Technology Acceptance Model (TAM) with four additional variables (Perceived Security, Trust, Perceived Cost, and Attractiveness of Alternatives) to investigate behavioral intentions to adopt wearable payments. The moderating role of gender was also examined. Data collected from 311 Kuwaiti respondents were analyzed using Structural Equation Modeling (SEM) and multi-group analysis (MGA). Contribution: The research model provided in this study may be useful for academics and scholars conducting further research into m-payments adoption, specifically in the case of wearable payments where studies are scarce and still in the nascent stage; hence, addressing the gap in existing literature. Further, this study is the first to have specifically investigated wearable payments in the State of Kuwait; therefore, enriching Kuwaiti context literature. Findings: This study empirically demonstrated that behavioral intention to adopt wearable payments is mainly predicted by attractiveness of alternatives, perceived usefulness, perceived ease of use, perceived security and trust, while the role of perceived cost was found to be insignificant. Recommendations for Practitioners: This study draws attention to the importance of cognitive factors, such as perceived usefulness and ease of use, in inducing users’ behavioral intention to adopt wearable payments. As such, in the case of perceived usefulness, smart wearable devices manufacturers and banks enhance the functionalities and features of these devices, expand on the financial services provided through them, and maintain the availability, performance, effectiveness, and efficiency of these tools. In relation to ease of use, smart wearable devices should be designed with an easy to use, high quality and customizable user interface. The findings of this study demonstrated the influence of trust and perceived security in motivating users to adopt wearable payments, Hence, banks are advised to focus on a relationship based on trust, especially during the early stages of acceptance and adoption of wearable payments. Recommendation for Researchers: The current study validated the role of attractiveness of alternatives, which was never examined in the context of wearable payments. This, in turn, provides a new dimension about a determinant factor considered by customers in predicting their behavioral intention to adopt wearable payments. Impact on Society: This study could be used in other countries to compare and verify the results. Additionally, the research model of this study could also be used to investigate other m-payments methods, such as m-wallets and P2P payments. Future Research: Future studies should investigate the proposed model in a cross-country and cross-cultural perspective with additional economic, environmental, and technological factors. Also, future research may conduct a longitudinal study to explain how temporal changes and usage experience affect users’ behavioral intentions to adopt wearable payments. Finally, while this study included both influencing factors and inhibiting factors, other factors such as social influence, perceived compatibility, personal innovativeness, mobility, and customization could be considered in future research.

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Factors affecting the adoption of fashion mobile shopping applications

Cited by 41 publications

References 48 publications

Multi-Channel Shopping Behavior of Consumers: Fashion and Design Industry of Pakistan

Multi-Channel Shopping Behavior of Consumers: Fashion and Design Industry of Pakistan

Augmented reality (AR) app use in the beauty product industry and consumer purchase intention

Understanding the Determinants of Wearable Payment Adoption: An Empirical Study

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