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

  • 언어ENG
  • URLhttps://db.koreascholar.com/Article/Detail/299159
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글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
초록

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.

저자
  • Jonathan Coello(Middlesex University, UK)
  • Shing-Wan Chang(Middlesex University, UK)