Purpose: This study extends the Unified Theory of Acceptance and Use of Technology (UTAUT) to investigate the role of perceived satisfaction in shaping behavioral intentions to engage with fashion mobile commerce. It aims to contribute to understanding how satisfaction can foster user engagement in Brazil's rapidly growing m-commerce fashion sector.
Design/Methodology/Approach: The research employed a quantitative design, utilizing a survey administered to 150 Brazilian users of fashion mobile commerce. Behavioral intentions were evaluated based on a scale validated by Borba and Tezza (2021) that explored perceived satisfaction, performance expectancy, and effort expectancy. Structural equation modeling (SEM) was applied to analyze the relationships among these variables.
Findings: Perceived satisfaction emerged as a key factor, providing significant intrinsic and effective benefits by making the use of m-commerce both enjoyable and engaging. This construct positively influenced users' behavioral intentions to use fashion m-commerce. These findings highlight the critical role of satisfaction in shaping user experiences and enhancing engagement with fashion m-commerce platforms.
Originality/ value: In the context of the mobile era, fashion m-commerce represents a crucial avenue for retailers seeking to maintain a competitive edge. This study enriches the UTAUT model by incorporating satisfaction as a key exogenous variable, highlighting its significant influence on user engagement and behavioral intentions. The findings contribute to the academic literature while offering practical insights for retailers operating in Brazil’s dynamic online fashion market.
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Revista Alcance is a Brazilian free access journal, published every four months, linked to the Graduate Program in Administration and the Professional Master’s degree in Administration, Internationalization and Logistics Program of the University of Vale do Itajaí – Univali. We seek to publish theoretical-empirical and technological articles in the areas of Business Administration. Different theoretical and methodological perspectives are welcome, as long as they are consistent with and relevant to the development of the area.
