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ANALYSIS OF THE INTENTION TO USE FASHION M-COMMERCE: An application of the Unified Theory of Acceptance and Use of Technology - Softcover

Borba, Eduardo; Tezza, Rafael

 
9786208191122: ANALYSIS OF THE INTENTION TO USE FASHION M-COMMERCE: An application of the Unified Theory of Acceptance and Use of Technology
Softcover
ISBN 10: 6208191122 ISBN 13: 9786208191122
Verlag: Our Knowledge Publishing, 2024

Inhaltsangabe

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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Über die Autorin bzw. den Autor

Economista e amministratore, sta studiando per un dottorato in Business Administration presso l'UDESC in un programma congiunto con l'Universitat Oberta de Catalunya (UOC). Ricercatore nell'area delle tecnologie di gestione nelle organizzazioni ad alta intensità di tecnologia dell'informazione e della comunicazione, con particolare attenzione al commercio elettronico e all'applicazione di strumenti di analisi statistica.

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Verlag
Our Knowledge Publishing
Erscheinungsdatum
2024
Sprache
Englisch
ISBN 10 
6208191122
ISBN 13 
9786208191122
Einband
Taschenbuch
Anzahl der Seiten
140
Kontakt zum Hersteller
SIA OmniScriptum Publishing
customerservice@vdm-vsg.de

Brivibas gatve 197
Riga
1039
Lettland