KOREASCHOLAR

WHAT DRIVES CONSUMER’S INTENTION TO BUY ON MOBILE APPS ? A STUDY OF FAST FASHION INDUSTRY

Jonathan Coello, Shing-Wan Chang
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/299159
Download
Global Fashion Management Conference
2015 Global Fashion Management Conference at Florence (2015.06)
pp.396-400
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The purpose of this paper is to empirically examine factors affecting customers’ intention to buy apparels through mobile apps. The proposed model was evaluated using survey data collected from 304 mobile app users and assessed by structural equation modeling. Our study contributes to a theoretical understanding of mobile apps usage.

Keyword
customers’ intentionmobile appmobile commerceUKpurchase intention
Author
  • Jonathan Coello(Middlesex University, UK)
  • Shing-Wan Chang(Middlesex University, UK)