A Study on Consumers' Intentions to Reuse Mobile Apparel Applications

Creative Commons License

Gülöz G. E., Erdem Ş., Çelik Z.

39th EBES CONFERENCE - ROME, Rome, İtalya, 6 - 08 Nisan 2022, ss.73

  • Yayın Türü: Bildiri / Özet Bildiri
  • Basıldığı Şehir: Rome
  • Basıldığı Ülke: İtalya
  • Sayfa Sayıları: ss.73
  • Van Yüzüncü Yıl Üniversitesi Adresli: Evet

Özet

This study tested a conceptual model adapted from the literature to explain the links between hedonic shopping orientation, consumer need for mobile app atmospherics, mobile irritation and intention to reuse mobile apps. A total of 222 Turkish mobile shoppers participated in the study. Participants, who were reached by convenience sampling were asked questions about their apparel shopping behaviors. Hedonic shopping orientation was found to be an antecedent of consumer need for mobile app atmospherics. Consumers with a high need for a mobile app atmospherics have a stronger intention to reuse the mobile app. Also, consumer need for a mobile app atmospherics has a mediating effect on the relationship between hedonic shopping orientation and the intention to reuse the mobile app. Lastly, it was found that mobile antipathy has a negative moderator role in the effect of hedonic shopping orientation on intention to reuse mobile app. This research extends the area of mobile shopping behavior research and offers implications for mobile app retailing.