Investigating the adoption of apparel m-commerce in the US market

Abstract

Purpose: The purpose of this paper is to empirically determine the key factors influencing the US consumers’ intentions to use apparel m-commerce. Design/methodology/approach: An enhanced consumer’s apparel m-commerce adoption model was developed through integrating the existing e-commerce/m-commerce theories (i.e. theory of reasoned action, Technology acceptance model and diffusion of innovation theory). The investigated factors included nine independent variables – perceived usefulness (PU), perceived ease-of-use, subjective norm (SN), personal innovativeness traits, security and privacy concerns, compatibility, observability, trust and past non-store shopping experience (PE), and five control variables – age, gender, education level, income level and ethnicity. The dependent factor is consumer’s intention to use (IU) apparel m-commerce. The primary data were gathered by an online survey of US consumers via Amazon Mechanical Turk. In total, 317 eligible responses were received. The applied statistical techniques were factor analysis and multiple regression analysis. Findings: The results show that the US consumer’s IU apparel m-commerce is significantly affected by PU, SN, compatibility and PE and education level. Overall, 67.3 percent of variation in the US consumer’s IU apparel m-commerce is explained by the developed model, which suggests a high explanatory power. Practical implications: Companies should provide those functions and features on their mobile websites that enable consumers to easily find the products wanted and complete transactions efficiently. Companies should particularly target the consumers with innovativeness traits and/or those having prior non-store shopping experience. Enhancing the trust in m-commerce among the US consumers with higher education level could help companies attract more potential users. Elderly, female or lower income consumers could be the next business opportunities for apparel e-tailers. Originality/value: As one of the first efforts made to understand the emerging apparel m-commerce phenomenon, this study empirically determined the key factors influencing the US consumer’s IU apparel m-commerce.