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ANALYSIS OF THE INTENTION TO USE FASHION M-COMMERCE

ANALYSIS OF THE INTENTION TO USE FASHION M-COMMERCE

Eduardo Borba / Rafael Tezza

85,94 €
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2024
Materia
Gestión y técnicas de gestión
ISBN:
9786208191122
85,94 €
IVA incluido
Disponible

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Sobre IBD

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.

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