Objetivo: Este estudio amplía la Teoría Unificada de Aceptación y Uso de Tecnología (UTAUT) para investigar el papel de la satisfacción percibida en la formación de las intenciones comportamentales de compromiso con el m-commerce de moda. El objetivo es contribuir a la comprensión de cómo la satisfacción puede fomentar el compromiso del usuario en el creciente sector de m-commerce de moda en Brasil.
Diseño/Metodología/Enfoque: La investigación utilizó un diseño cuantitativo, administrando una encuesta a 150 usuarios brasileños de m-commerce de moda. Las intenciones comportamentales fueron evaluadas con base en una escala validada por Borba y Tezza (2021), que exploró la satisfacción percibida, la expectativa de rendimiento y la expectativa de esfuerzo. Se aplicó la modelización de ecuaciones estructurales (SEM) para analizar las relaciones entre estas variables.
Resultados: La satisfacción percibida surgió como un factor clave, proporcionando beneficios intrínsecos y efectivos al hacer que el uso del m-commerce fuera tanto agradable como atractivo. Este constructo influyó positivamente en las intenciones comportamentales de los usuarios para utilizar el m-commerce de moda. Estos hallazgos destacan el papel crucial de la satisfacción en la formación de las experiencias de los usuarios y en el aumento del compromiso con las plataformas de m-commerce de moda.
Originalidad/Valor: En el contexto de la era móvil, el m-commerce de moda representa una vía crucial para los minoristas que buscan mantener una ventaja competitiva. Este estudio enriquece el modelo UTAUT al incorporar la satisfacción como una variable exógena clave, destacando su influencia significativa en el compromiso del usuario y en las intenciones comportamentales. Los resultados contribuyen a la literatura académica, mientras que también ofrecen información práctica para los minoristas que operan en el dinámico mercado de moda en línea en Brasil.
ABComm - Brazilian Electronic Commerce Association. (2024). Principais indicadores do e-commerce. Retrieved from https://dados.abcomm.org/
Alesanco-Llorente, M., Reinares-Lara, E., Pelegrín-Borondo, J., & Olarte-Pascual, C. (2024). Assessing the key variables of mobile-assisted showroomers’ behavior to enhance their shopping experience. Journal of Global Fashion Marketing, 1–21.
Akther, M., Reza, M. N. H., Al Mamun, A., Aziz, N. A., & Yang, M. (2025). Modelling the mass adoption potentials of fashion-augmented reality among the young consumers: Evidence from an emerging economy. Journal of Fashion Marketing and Management, 29(3), 459-479.
Belmonte, Z. A., Prasetyo, Y. T., Oconer, J. C., & Young, M. N. (2023). Factors affecting the demand for e-commerce in the Philippines: A UTAUT approach. In Proceedings of the 7th International Conference on Education and Multimedia Technology (ICEMT '23) (pp. 410–416). Association for Computing Machinery.
Bertoncini, A. L. C., Serafim, M., & Borba, E. H. (2023). Escalas de mensuração e antecedentes motivacionais de ambientes virtuais de aprendizado fomentados pela inteligência artificial. Revista Tecnologias Educacionais em Rede - RETER, 4, 1–19.
Borba, E. H., & Tezza, R. (2021). Analysis of users' perceptions on mobile electronic commerce of fashion. Revista Alcance (online), 28(2), 197-211.
Borba, E. H., & Tezza, R. (2022). Aplicação de escalas de teoria de resposta ao item na área de tecnologia da informação e comunicação. Revista de Tecnologia Aplicada, 11, 21–33.
Borba, E. H., & Tezza, R. (2023). Evaluation of playfulness on fashion m-commerce behavioral intention. Revista de Ciências da Administração, 25(65), 1–20.
Chou, Y. D., Li, T. D., & Ho, C. B. (2018). Factors influencing the adoption of mobile commerce in Taiwan. International Journal of Mobile Communications, 16(2).
Dabholkar, P.; Bobbit, M. & Lee, E. (2003). Understanding consumer motivation and behavior related to self-scanning in retailing: implications for strategy and research on technology based self-service. International Journal Service Industrial Management, 14(1), 59–95.
Datareportal. (2024). Digital 2024: Global overview report (p. 561). Retrieved from https://datareportal.com/reports/digital-2024-global-overview-report
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–341.
Dulle, F. W., & Minishi-Majanja, M. (2011). The suitability of the unified theory of acceptance and use of technology (UTAUT) model in open access adoption studies. Information Development, 27(1), 32-45.
Euromonitor International. (2025). Luxury and Fashion. Retrieved from https://www.euromonitor.com/insights/luxury-fashion
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
Gunasekaran A. & Ngai, E.W.T. (2011). Editorial: Strategic Enterprise Information Systems for Global Supply Chain Competitiveness. The Journal of Strategic Information Systems, 20(3), 215-216.
Gupta, S., Hock Chuan, C. & Hee-Woong, K. (2007) Value-based Adoption of Mobile Internet: An empirical investigation. Decision Support Systems, 43, 111 –126.
Hair, J. F.; Black, W. C.; Babin, B. J. & Tatham, R. L (2019). Multivariate Data Analysis. (8th ed.). England: Pearson Prentice.
Helmi, A.; Komaladewi, R.; Sarasi, V.; Yolanda, L. (2023) Characterizing Young Consumer Online Shopping Style: Indonesian Evidence. Sustainability, 15, 3988.
Hoffman, D. L.; Novak, T. P. & Duhachek, A. (2003) The Influence of Goal-Directed and Experiential. Journal of Consumer Psychology, 13, 3–16.
Hong, S. J., Thong, J. Y. L., Moon, J. Y. & Tam, K. Y. (2008). Understanding the behavior of mobile data services consumers. Information Systems Frontiers, 10(4), 431-445.
Huang, Y. & Hutchinson, J.W. (2013). The roles of planning, learning, and mental models in repeated dynamic decision-making. Organizational Behavior and Human Decision Processes, 122(2), 163-176.
Joo, Y. J., So, H. J., & Kim, N. H. (2018). Examination of relationships among students' self-determination, technology acceptance, satisfaction, and continuance intention to use K-MOOCs. Computers & Education, 122, 260-272.
Kalinić, Z., Marinković, V., Djordjevic, A., & Liebana-Cabanillas, F. (2020). What drives customer satisfaction and word of mouth in mobile commerce services? A UTAUT2-based analytical approach. Journal of Enterprise Information Management, 33(1), 71-94.
Kim, D.J., Ferrin, D.L. & Rao, H.R. (2008). A trust-based consumer decision-making model in electronic commerce: the role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564.
Kim, H., Chan, H., & Gupta, S. (2007). Value-based adoption of mobile internet: An empirical investigation. Decision Support Systems, 43, 111–126.
Kim, J., Ma, Y. J. & Park, J. (2009). Are US consumers ready to adopt mobile technology for fashion goods? Journal of Fashion Marketing and Management, 13(2), 215-230.
Kom, S., Elok, C. S., & Hidayati, A. (2021). Customer loyalty in the digital wallet industry: The role of satisfaction, effort expectancy, performance expectancy, and habit. Proceedings of the International Conference on Emerging Challenges: Business Transformation and Circular Economy (ICECH 2021).
Kumar, P., & Usman, M. U. (2024). Extending UTAUT model to explore factors for online shopping acceptance in Kano State, Nigeria: A qualitative study. International Journal of Public Sector Performance Management, 13(4).
Kuo, H.-M., Hwang, S.-L. and Wang, E.M.-Y. (2004), Evaluation research of information and supporting interface in electronic commerce web sites. Industrial Management & DataSystems, 104(9):, 712-721.
Lee, J. H., Sin, J. K., Kim, M. H., & Kong,H. K. (2002). A study on Web shopping attitude and purchasing intention of Internet self-efficacy: Focus on intrinsic and extrinsic motivation. Journal of the Academy of Korean Marketing Science, 10, 1–26.
Liang, Y., Lee, S.-H. and Workman, J.E. (2022), "How do consumers perceive mobile self-checkout in fashion retail stores?". International Journal of Retail & Distribution Management, 6(50), 677-691.
Liu, L. & Hsu, Y. (2022). Motivating factors behind the public’s use of smart recycling systems: perceived playfulness and environmental concern. Humanit Soc Sci Commun. 9(328).
Maillet, É., Mathieu, L., & Sicotte, C. (2015). Modeling factors explaining the acceptance, actual use and satisfaction of nurses using an electronic patient record in acute care settings: An extension of the UTAUT. International Journal of Medical Informatics, 84(1), 36-47.
McLean, G., Osei-Frimpong, K., Al-Nabhani, K., & Marriott, H. (2020). Examining consumer attitudes towards retailers’ m-commerce mobile applications: An initial adoption vs. continuous use perspective. Journal of Business Research, 106, 139–157.
Memon, M. A., Ting, H., Cheah, J.-H., Thurasamy, R., Chuah, F., & Cham, T. H. (2020). Sample size for survey research: Review and recommendations. Journal of Applied Structural Equation Modeling, 12(2), 45-65.
Mooi, E., Sarstedt, M., & Mooi‐Reci, I. (2018). Market Research: The Process, Data, and Methods Using Stata. Springer.
Niq Ebit. (2025). Webshoppers report 50th - 2025. Retrieved from https://nielseniq.com/global/pt/landing-page/ebit/nielseniq-ebit-brasil/webshoppers/
Paiva, A. P., Costa, S. C., Paiva, E. J., Balestrassi, P. P., & Ferreira, J. R. (2010). Multi-objective optimization of pulsed gas metal arc welding process based on weighted principal component scores. International Journal of Advanced Manufacturing Technology, 50, 113–125.
Park, E. J., Kim, E Y. & Forney, J. C. (2006) A structural model of fashion oriented impulse buying behavior. Journal of Fashion Marketing and Management: An International Journal, 10(4), 433-446.
Parker, C.J. and Wang, H. (2016). Examining hedonic and utilitarian motivations for m-commerce fashion retail app engagement. Journal of Fashion Marketing and Management, 20(4), 487-506.
Pei, X., Guo, J., Wu, T., Zhou, W., & Yeh, S. (2020). Does the effect of customer experience on customer satisfaction create a sustainable competitive advantage? A comparative study of different shopping situations. Sustainability (Switzerland), 12(18), 1–19.
Pop, R.-A., Hlédik, E., & Dabija, D.-C. (2023). Predicting consumers' purchase intention through fast fashion mobile apps: The mediating role of attitude and the moderating role of COVID-19. Technological Forecasting and Social Change, 186(Part A), 122111.
Pozón-López, I., Higueras-Castillo, E., Muñoz-Leiva, F. et al. (2021). Perceived user satisfaction and intention to use massive open online courses (MOOCs). J Comput High Educ, 33, 85–120.
Rosseel, Y (2012). lavaan: An R Package for Structural Equation Modeling. Journal of Statistical Software, 48(2), 1–36.
San Martín, H., & Herrero, Á. (2012). Influence of the user’s psychological factors on the online purchase intention in rural tourism: Integrating innovativeness to the UTAUT framework. Tourism Management, 33(2), 341-350.
Sekri, K., Bouzaabia, O., Rzem, H., & Juárez-Varón, D. (2024). Effects of virtual try-on technology as an innovative e-commerce tool on consumers' online purchase intentions. European Journal of Innovation Management.
Senecal, S., Kalczynski, P.J. & Nantel, J. (2005). Consumers’ decision-making process and theironline shopping behavior: a clickstream analysis. Journal of Business Research, 58(11), 1599-1608.
Shahijan, M. K., Rezaei, S., & Amin, M. (2016). International students’ course satisfaction and continuance behavioral intention in higher education setting: an empirical assessment in Malaysia. Asia Pacific Education Review, 17, 41-62.
Siau, K., Lim, E.P. & Shen, Z. (2001). Mobile commerce: promises, challenges, and research agenda. Journal of Database Management, 12(3), 4-13.
Soni, M., Jain, K., & Kumar, B. (2019). Factors affecting the adoption of fashion mobile shopping applications. Journal of Global Fashion Marketing, 10(4), 358-376.
Souza, M. W, & Tezza, R. (2024). Perception of privacy and reliability in the use of m-banking services: Development of a measurement scale using Multidimensional Item Response Theory. Revista Alcance (online), 31(2), 52-66.
Sun, J. and Chi, T. (2019). Investigating the adoption of apparel m-commerce in the US market. International Journal of Clothing Science and Technology, 31(4), 544-563.
Tarhin, A., Alalwan, A. A., Shammount, A. B., & Al-Badi, A. (2019). An analysis of the factors affecting mobile commerce adoption in developing countries: Towards an integrated model. Review of International Business and Strategy, 29(2).
Van der Heijden, H. (2004). User acceptance of hedonic information systems. MIS Quarterly, 28(4), 695-704.
Venkatesh, V. & Morris, M. (2000). Why Don't Men Ever Sto to Ask For Directions? Gender, Social Influence, and Their Role in Technology Acceptance and Usage Behavior, MIS Quarterly, 24(1), 115-139.
Venkatesh, V., Morris, M., Davis, G. & Davis, F. (2003). User acceptance of information technology: toward a unified view. MIS Quartely, 27(3), 425–478.
Weber, S., Kordyaka, B., Wyszynski, M., Niehaves, B. (2024). Designing Inspiration: A Study of the Impact of Gamification in Virtual Try-On Technology. In F. FH. Nah, & K. L. Siau, (eds), HCI in Business, Government and Organizations. HCII 2024. Lecture Notes in Computer Science, Cham.
Wei, T. T., Marthandan, G., Chong, A. Y. L., Ooi, K. B., & Arumugam, S. (2009). What drives Malaysian m-commerce adoption? an empirical analysis. Industrial Management & Data Systems, 109, 370-388.
Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
La Revista Alcance es una revista brasileña de libre acceso, con publicación cua-trimestral, vinculada al Programa de Posgrado en Administración y Programa de Maestría Profesional en Administración - Gestión, Internacionalización y Logística de la Universidade do Vale do Itajaí – Univali. Buscamos publicar artículos de traba-jos teóricos-empíricos y tecnológicos en las áreas de Administración. Diferentes perspectivas teóricas y metodológicas son bienvenidas, desde que sean consisten-tes y relevantes para el desarrollo del área.
