Key factors influencing the adoption of apparel mobile commerce: an empirical study of Chinese consumers

Abstract

In recent years, mobile commerce (m-commerce) has experienced an extraordinary growth in China. Apparel brands and retailers envision they will replicate the success they have achieved in traditional electronic commerce via emerging m-commerce. Therefore, understanding of Chinese consumer’s m-commerce adoption behavior has attracted increasing attentions from both marketers and academia. This study aimed to identify the key factors influencing the Chinese consumers’ intentions to use apparel m-commerce. An enhanced consumer’s apparel m-commerce adoption model was developed through integrating the existing e-commerce/m-commerce theories/models (i.e. Theory of Reasoned Action, Technology Acceptance Model, and Diffusion of Innovation Theory). A total of 287 eligible responses were collected via an online questionnaire survey in China. Factor analysis and multiple regression analysis were utilized for data analysis and hypothesis testing. Results show that perceived usefulness, perceived ease-of-use, subjective norm, compatibility, and past non-store shopping experience positively affect the Chinese consumers’ intention to use apparel m-commerce.

Keywords:

• Apparel
• Chinese consumer
• empirical study
• mobile commerce