Are US consumers ready to adopt mobile technology for fashion goods?

Jihyun Kim (Department of Apparel, Housing, and Resource Management, Virginia Polytechnic Institute and State University, Blacksburg, Virginia, USA)
Yoon Jin Ma (Department of Family and Consumer Sciences, Illinois State University, Normal, Illinois, USA)
Jihye Park (School of Business, Hankuk University of Foreign Studies, Seoul, South Korea)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Publication date: 8 May 2009

Abstract

Purpose

The purpose of this paper is to investigate the effects of ease of use, usefulness, and enjoyment, and subjective norm regarding the use of mobile phones on US consumers' attitudes toward mobile communication and mobile commerce, and mobile technology use intention for shopping.

Design/methodology/approach

This work integrates the technology acceptance model of Davis and Fishbein and Ajzen's theory of reasoned action for its theoretical framework. In total, 341 college students in two large US universities provided usable responses. Structural equation modeling was employed to test the proposed model and research hypotheses.

Findings

The results showed that the perceived ease of use, usefulness, and enjoyment, and subjective norm were the significant predictors of attitudes toward mobile communication and mobile commerce as well as mobile technology use intention for shopping. The findings also suggested that attitude toward mobile communication positively influenced attitude toward mobile commerce, which in turn positively influenced mobile technology use for shopping.

Research limitations/implications

The sample of this study is slightly biased by gender and age. However, this demographic segment is meaningful to examine consumer attitudes and mobile technology use intentions for fashion goods due to its extensive usage of mobile services.

Originality/value

This study offers an integrated theoretical framework for future studies investigating consumer behavior in a technologically advanced retail environment.

Keywords

Citation

Kim, J., Jin Ma, Y. and Park, J. (2009), "Are US consumers ready to adopt mobile technology for fashion goods?", Journal of Fashion Marketing and Management, Vol. 13 No. 2, pp. 215-230. https://doi.org/10.1108/13612020910957725

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

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