Abstract
Using the foundations of the extended Unified Theory of Acceptance and Use of Technology (UTAUT2) and Stimulus – Organism – Response (SOR) model this exploratory study investigates the factors influencing emotions and behavioural intention to use fast fashion mobile applications.
A survey with a total of 216 respondents, analysed using PLS-SEM, confirms the direct and positive influence of effort expectancy, privacy awareness and social influence on consumer emotions; as well as the significant impact of emotions on behavioural intention. This amalgamation of factors suggests a complex interplay influencing consumer behaviour within the fast fashion mobile app landscape as factors like performance expectancy and hedonic motivation did not have a significant effect on emotion in the context of fast fashion mobile applications among UK consumers aged 18-35.
This research makes a valuable contribution to our theoretical understanding of the factors that influence consumers emotions and intention to use mobile shopping fast fashion apps.
A survey with a total of 216 respondents, analysed using PLS-SEM, confirms the direct and positive influence of effort expectancy, privacy awareness and social influence on consumer emotions; as well as the significant impact of emotions on behavioural intention. This amalgamation of factors suggests a complex interplay influencing consumer behaviour within the fast fashion mobile app landscape as factors like performance expectancy and hedonic motivation did not have a significant effect on emotion in the context of fast fashion mobile applications among UK consumers aged 18-35.
This research makes a valuable contribution to our theoretical understanding of the factors that influence consumers emotions and intention to use mobile shopping fast fashion apps.
| Original language | English |
|---|---|
| Publication status | Published - 2 Sept 2024 |
| Event | British Academy of Management Conference 2024: Achieving transformation for greater good: Societal, organisational and personal barriers and enablers. - Nottingham Trent University , Nottingham, United Kingdom Duration: 2 Sept 2024 → 6 Sept 2024 Conference number: 38 https://www.bam.ac.uk/events-landing/past-conferences/bam2024-conference.html |
Conference
| Conference | British Academy of Management Conference 2024 |
|---|---|
| Abbreviated title | BAM2024 |
| Country/Territory | United Kingdom |
| City | Nottingham |
| Period | 2/09/24 → 6/09/24 |
| Internet address |
