![]() However, few mobile commerce studies have examined the fashion industry (the exceptions being and ). Indeed, fashion has become one of the fastest growing mobile phone-based sales sectors. In Spain, fashion products are the second most commonly sold category through smartphones (48%), after leisure products. The large global fashion clothing brands all attach great importance to obtaining valuable information from digital technologies. Social media and mobile devices offer unprecedented opportunities for clothing enterprises. Sales made on mobile phones are expected to reach 3.56 billion euros worldwide in 2021. Some 78% of Internet users already use their mobile phones to make purchases, a trend that will continue to increase as digital natives mature as consumers. Globally, smartphones are used more often than desktops and tablets to make purchases. According to, the number of connected Internet devices will reach 13.7 billion in 2024, and social media and mobile apps are changing the consumer’s shopping habits. ![]() Due to the prevalence of mobile devices and social media, billions of people are contributing to the existing volume of big data. Consumers are now more reliant than ever on digital devices, and online shopping trends point to m-commerce as the wave of the future. The business landscape has changed at a fast pace with the rapid acceptance of social media and advances in mobile technologies. In the world of big data, organisations are increasingly turning to mobile devices and social media as new information sources that continuously monitor a wide range of processes and situations. Ease of use increases perceived usefulness, while perceived control decreases irritation. Mobile advertising content (informativeness and credibility) improves attitudes towards mobile advertising alerts. Perceived value is determined by the usefulness of the branded mobile app, attitudes towards mobile advertising alerts, and irritation. The results showed that mobile advertising acceptance, intention to repurchase, and recommendation behaviour are driven by the perceived value of the branded mobile app. In total, 340 valid responses from Spanish customers of an online fashion outlet, all social media users, who make their purchases from the company exclusively through its branded mobile application, were analysed to test the hypotheses, using structural equation modelling. This paper analyses the combined influence of consumer beliefs, data-driven mobile advertising alerts, and perceived value on mobile advertising acceptance, intention to repurchase, and recommendation behaviour towards branded mobile apps on social media. While consumer-driven factors have attracted much attention, little research has examined the impact of data-driven mobile advertising alerts on consumer continuance intention for branded mobile apps. ![]() ![]() This paper examines consumers’ behaviours towards mobile advertising alerts offered by branded mobile apps in the fashion industry. ![]()
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