What drives consumer’s intention to buy on mobile apps? A study of fast fashion industry

Coello, Jonathan and Chang, Shing-Wan (2015) What drives consumer’s intention to buy on mobile apps? A study of fast fashion industry. In: 2015 Global Fashion Management Conference (GFMC), 25 - 28 June 2015, Florence, Italy.

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Abstract

The purpose of this paper is to empirically examine factors affecting customers’ intention to buy apparels through mobile apps. The proposed model was evaluated using survey data collected from 304 mobile app users and assessed by structural equation modeling. Our study contributes to a theoretical understanding of mobile apps usage.

Item Type: Conference or Workshop Item (Paper)
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 22805
Useful Links:
Depositing User: Shing-Wan Chang
Date Deposited: 02 Nov 2017 16:26
Last Modified: 13 Feb 2019 11:25
URI: http://eprints.mdx.ac.uk/id/eprint/22805

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