A Study on Factors Affecting the Behavioral Intention to use Mobile Shopping Fashion Apps in Sweden

Abstract: Mobile shopping is gaining increased attention in the mobile commerce research area. Trends show an increase in the development and usage of online shopping. Existing research has focused on mobile commerce and studied mobile shopping in general. This study addresses the present gap in the literature regarding the acceptance of mobile shopping applications for fashion goods (m-shopping fashion apps), by investigating the factors that affect users’ behavioral intention to use m-shopping fashion apps in Sweden. The purpose of this study is to identify the factors that affect the behavioral intention to use m-shopping fashion apps from a consumer perspective, where the consumers are the users of m-shopping fashion apps. The research model was proposed thought a literature review and incorporated the trust factor into the Consumer Acceptance and Use of Information Technology model (UTAUT 2) of Venkatesh, Thong and Xu (2012), as one of the in total eight proposed predictors of users’ behavioral intention to use mobile shopping fashion apps. A questionnaire was conducted to collect primary data and the study sample consisted of 110 respondents. Multiple linear regressions was applied to test the proposed hypotheses. The results reveal that Performance Expectancy, Habit, Facilitating Conditions and Hedonic Motivation affect the users’ behavioral intention to use m-shopping fashion apps. On a different note, Effort Expectancy, Social Influence, Price Value and Trust do not significantly affect the behavioral intention to use m- shopping fashion apps. These findings provide several managerial implications, namely  the ways in which behavioral intention to use m-shopping fashion apps is needed to be taken into consideration in order to increase mobile shopping fashion apps’ usage. Moreover, this study’s research model can be used for future studies on mobile shopping fashion applications and mobile shopping.