Abstract:

Using the foundations of UTAUT2 and SOR this exploratory study investigates the factors influencing emotions and behavioural intention to use fast fashion mobile applications. This study delves into various facets of mobile app adoption in fast fashion, specifically examining their impact on emotions and behavioural intention of young adults in the UK. It aims to understand how mobile apps influence consumer emotions and decision-making, providing valuable insights for fast fashion businesses leveraging this technology's innovation to stay ahead.

A total of 216 respondent to a 42-item survey, analysed using PLS-SEM, confirms the direct and positive influence of effort expectancy, privacy awareness and social influence on consumer emotions. 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 their intention to use m-shopping fast fashion apps. Our study was based on three foundations (UTAUT2, SOR and privacy) that have not been used together to analyse the consumer emotion within mobile applications in the fast fashion industry. Given that we also found emotions have a direct and significant impact on behavioural intention suggests that fast fashion brands who utilise mobile applications should focus on creating emotionally engaging app experiences rather than solely focusing on functionality of the app itself.

Please choose your submission type: Full Paper

Primary Track: Marketing and Retail

Keywords: Digital and social;Fashion;Marketing communications;Retail

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Ms. Fatima Gull