Are US consumers ready to adopt mobile technology for fashion goods?

Jihyun Kim · Yoon Jin Ma · Jihye Park

101 citations0/0 files storedJournal of Fashion Marketing and Management

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Technology Adoption and User Behaviour Consumer Retail Behavior Studies Health, Technology, Consumer Behavior

Abstract

Purpose The purpose of this paper is to investigate the effects of ease of use, usefulness, and enjoyment, and subjective norm regarding the use of mobile phones on US consumers' attitudes toward mobile communication and mobile commerce, and mobile technology use intention for shopping. Design/methodology/approach This work integrates the technology acceptance model of Davis and Fishbein and Ajzen's theory of reasoned action for its theoretical framework. In total, 341 college students in two large US universities provided usable responses. Structural equation modeling was employed to test the proposed model and research hypotheses. Findings The results showed that the perceived ease of use, usefulness, and enjoyment, and subjective norm were the significant predictors of attitudes toward mobile communication and mobile commerce as well as mobile technology use intention for shopping. The findings also suggested that attitude toward mobile communication positively influenced attitude toward mobile commerce, which in turn positively influenced mobile technology use for shopping. Research limitations/implications The sample of this study is slightly biased by gender and age. However, this demographic segment is meaningful to examine consumer attitudes and mobile technology use intentions for fashion goods due to its extensive usage of mobile services. Originality/value This study offers an integrated theoretical framework for future studies investigating consumer behavior in a technologically advanced retail environment.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 2019Diffusion of Innovations 1 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1998Principles and Practice of Structural Equation Modeling 1980Understanding Attitudes and Predicting Social Behavior 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 1955Construct validity in psychological tests.

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