As a variety of smart phones are introduced to the market, the mobile fashion applications grows rapidly in recent years. Drawing upon its current popularity and implications for advance research, this study aims to explore the factors that influence usage behavior of mobile fashion applications.
To accomplish the purposes of this study, UTAUT (Unified Theory of Acceptance and Use of Technology) model which combines the eight models base on the existing researches about Information Technology Acceptance. is employed as a theoretical foundation. With UTAUT model, perceived risk is examined as a independent variable. Furthermore, this study is also examined the four control variable (gender, age, experience, voluntariness of use)of UTAUT model.
This study used a questionnaire survey method to collect data for the users who had ever used. And 326 questionnaires collected from the survey were analyzed using statistic programs PAWS Statistics 21 and AMOS 21. As apart of data analysis, this study calculated both frequency and percentages from survey data so as to identify demographic characteristics of respondents. To verify and reliability of the measuring scale, exploratory factor analysis by maximum likelihood method was performed, and Cronbach''s α was estimated.
The results were as follows: First, perceived risk have negative effects on usage intention. Second, it was found that performance expectancy, effort expectancy, and have positive effects on usage intention. Furthermore, facilitating conditions have positive effects on usage behavior. The last, four control variables (gender, age, experience, and voluntariness of use) have effects on its control hypothesis.
The results of this study presented the strategic implications for managers at the mobile fashion application area: First, operators of mobile fashion applications should reduce the perceived risk and improve the usage intention. Second, support The last, developers of mobile fashion applications should develop the technical support for application and design the simple interface of mobile fashion application. The last, developers of should develop specialized mobile fashion applications targeted for different groups.