Objetivo: Este estudo amplia a Teoria Unificada de Aceitação e Uso de Tecnologia (UTAUT) para investigar o papel da satisfação percebida na formação das intenções comportamentais de engajamento com o m-commerce de moda. O objetivo é contribuir para a compreensão de como a satisfação pode fomentar o envolvimento do usuário no crescente setor de m-commerce de moda no Brasil.
Desenho/Metodologia/Abordagem: A pesquisa utilizou um desenho quantitativo, com a aplicação de uma pesquisa a 150 usuários brasileiros de m-commerce de moda. As intenções comportamentais foram avaliadas com base em uma escala validada por Borba e Tezza (2021), que explorou satisfação percebida, expectativa de desempenho e expectativa de esforço. A modelagem de equações estruturais (SEM) foi aplicada para analisar as relações entre essas variáveis.
Resultados: A satisfação percebida surgiu como um fator chave, proporcionando benefícios intrínsecos e eficazes ao tornar o uso do m-commerce tanto agradável quanto envolvente. Esse construto influenciou positivamente as intenções comportamentais dos usuários em utilizar o m-commerce de moda. Esses achados destacam o papel crítico da satisfação na formação das experiências dos usuários e no aumento do envolvimento com as plataformas de m-commerce de moda.
Originalidade/valor: No contexto da era móvel, o m-commerce de moda representa uma via crucial para os varejistas que buscam manter uma vantagem competitiva. Este estudo enriquece o modelo UTAUT ao incorporar a satisfação como uma variável exógena chave, destacando sua influência significativa no engajamento do usuário e nas intenções comportamentais. Os resultados contribuem para a literatura acadêmica, ao mesmo tempo em que oferecem insights práticos para os varejistas que atuam no dinâmico mercado de moda online no Brasil.
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A Revista Alcance é uma revista brasileira de livre acesso, com publicação quadrimestral, vinculada ao Programa de Pós-Graduação em Administração e Programa de Mestrado Profissional em Administração - Gestão, Internacionalização e Logística da Universidade do Vale do Itajaí – Univali. Procuramos publicar artigos de trabalhos teóricos-empíricos e tecnológicos nas áreas da Administração. Diferentes perspectivas teóricas e metodológicas são bem-vindas, desde que sejam consistentes e relevantes para o desenvolvimento da área.
