Evaluation of playfulness on fashion M-Commerce behavioral intention

Detalhes bibliográficos
Autor(a) principal: Borba, Eduardo Henrique de
Data de Publicação: 2023
Outros Autores: Tezza, Rafael
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista de Ciências da Administração
Texto Completo: https://periodicos.ufsc.br/index.php/adm/article/view/79359
Resumo: This work aims to study the factors that impact the intention to use fashion m-commerce. We developed a structural model based on the Unified Theory of Acceptance and Use of Technology (TAUT), with the addition of the exogenous variable Playfulness. A Survey with 21 Likert scale items was applied to a sample of 300 people, with the aim of measuring the influence of Playfulness on the intention to use fashion m-commerce; in addition to confirming the relevance of the dimensions of Performance Expectation, Effort Expectation and Social Influence in this sector. The results showed that the impact of Playfulness on the intention to use fashion m-commerce is 10% greater than Social Influence, and 14% greater than Effort Expectation. There is also research on a topic that has been little explored, but with great commercial potential, since online fashion retail is one of the most profitable sectors in Brazil.
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spelling Evaluation of playfulness on fashion M-Commerce behavioral intentionEvaluación de juego en la intención de utilizar moda M-CommerceAvaliação da ludicidade na intenção de uso de M-Commerce de modam-commerce intenção de usomoda ludicidade UTAUTm-commerce intended usefashionplayfulnessUTAUTcomercio móviluso previstomodaalegríaUTAUTThis work aims to study the factors that impact the intention to use fashion m-commerce. We developed a structural model based on the Unified Theory of Acceptance and Use of Technology (TAUT), with the addition of the exogenous variable Playfulness. A Survey with 21 Likert scale items was applied to a sample of 300 people, with the aim of measuring the influence of Playfulness on the intention to use fashion m-commerce; in addition to confirming the relevance of the dimensions of Performance Expectation, Effort Expectation and Social Influence in this sector. The results showed that the impact of Playfulness on the intention to use fashion m-commerce is 10% greater than Social Influence, and 14% greater than Effort Expectation. There is also research on a topic that has been little explored, but with great commercial potential, since online fashion retail is one of the most profitable sectors in Brazil.Nuestro objetivo es estudiar los factores que inciden en la intención de uso del m-commerce de moda. Desarrollamos un modelo estructural basado en la Teoría Unificada de Aceptación y Uso de la Tecnología (UTAUT), con la adición de la variable exógena Ludicidad. Se aplicó una Encuesta con 21 ítems en escala Likert a una muestra de 300 personas para medir la influencia de la Ludicidad en la intención de uso del m-commerce de moda; además de constatar la relevancia de las dimensiones de Expectativa de Desempeño, Expectativa de Esfuerzo e Influencia Social en este sector. Los resultados mostraron que el impacto de la ludicidad en la intención de usar el m-commerce de moda es un 10% mayor que la Influencia Social y un 14% mayor que la Expectativa de Esfuerzo. Presentamos n tema poco explorado, pero con gran potencial comercial, ya que el comercio minorista de moda en línea es uno de los sectores más rentables de Brasil.Este trabalho tem como escopo o estudo de fatores que impactam a intenção de uso de m-commerce de moda. Para isso desenvolvemos um modelo estrutural baseado na Teoria Unificada de Aceitação e Utilização de Tecnologia (UTAUT), com o acréscimo da variável exógena Ludicidade. Um Survey com 21 itens de escala likert foi aplicado a uma amostra de 300 pessoas, com o objetivo de medir a influência da Ludicidade sobre a intenção de uso de m-commerce de moda; além de confirmar a relevância das dimensões de Expectativa de Desempenho, Expectativa de Esforço e Influência Social nesse setor. Os resultados evidenciaram que o impacto da Ludicidade sobre a intenção de uso de m-commerce de moda é 10% maior que a Influência Social, e 14% maior que a Expectativa de Esforço. Acrescenta-se pesquisa em um tema pouco explorado, mas com grande potencial comercial, visto que o varejo on-line de moda é um dos setores que mais lucra no Brasil.Universidade Federal de Santa Catarina - UFSC2023-05-29info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.ufsc.br/index.php/adm/article/view/7935910.5007/2175-8077.2023.e79359Journal of Administration Science; Vol. 25 No. 65 (2023): Journal of Administration Science; 1-20Revista de Ciencias de la Administración; Vol. 25 Núm. 65 (2023): Revista de Ciencias de la Gestión; 1-20Revista de Ciências da Administração; v. 25 n. 65 (2023): Revista de Ciências da Administração; 1-202175-80771516-3865reponame:Revista de Ciências da Administraçãoinstname:Universidade Federal de Santa Catarina (UFSC)instacron:UFSCporhttps://periodicos.ufsc.br/index.php/adm/article/view/79359/53313Copyright (c) 2023 Revista de Ciências da Administraçãohttps://creativecommons.org/licenses/by-nc-nd/4.0info:eu-repo/semantics/openAccessBorba, Eduardo Henrique deTezza, Rafael2023-11-07T19:43:21Zoai:periodicos.ufsc.br:article/79359Revistahttp://www.periodicos.ufsc.br/index.php/admPUBhttps://periodicos.ufsc.br/index.php/adm/oairca.cse@contato.ufsc.br2175-80771516-3865opendoar:2023-11-07T19:43:21Revista de Ciências da Administração - Universidade Federal de Santa Catarina (UFSC)false
dc.title.none.fl_str_mv Evaluation of playfulness on fashion M-Commerce behavioral intention
Evaluación de juego en la intención de utilizar moda M-Commerce
Avaliação da ludicidade na intenção de uso de M-Commerce de moda
title Evaluation of playfulness on fashion M-Commerce behavioral intention
spellingShingle Evaluation of playfulness on fashion M-Commerce behavioral intention
Borba, Eduardo Henrique de
m-commerce
intenção de uso
moda
ludicidade
UTAUT
m-commerce
intended use
fashion
playfulness
UTAUT
comercio móvil
uso previsto
moda
alegría
UTAUT
title_short Evaluation of playfulness on fashion M-Commerce behavioral intention
title_full Evaluation of playfulness on fashion M-Commerce behavioral intention
title_fullStr Evaluation of playfulness on fashion M-Commerce behavioral intention
title_full_unstemmed Evaluation of playfulness on fashion M-Commerce behavioral intention
title_sort Evaluation of playfulness on fashion M-Commerce behavioral intention
author Borba, Eduardo Henrique de
author_facet Borba, Eduardo Henrique de
Tezza, Rafael
author_role author
author2 Tezza, Rafael
author2_role author
dc.contributor.author.fl_str_mv Borba, Eduardo Henrique de
Tezza, Rafael
dc.subject.por.fl_str_mv m-commerce
intenção de uso
moda
ludicidade
UTAUT
m-commerce
intended use
fashion
playfulness
UTAUT
comercio móvil
uso previsto
moda
alegría
UTAUT
topic m-commerce
intenção de uso
moda
ludicidade
UTAUT
m-commerce
intended use
fashion
playfulness
UTAUT
comercio móvil
uso previsto
moda
alegría
UTAUT
description This work aims to study the factors that impact the intention to use fashion m-commerce. We developed a structural model based on the Unified Theory of Acceptance and Use of Technology (TAUT), with the addition of the exogenous variable Playfulness. A Survey with 21 Likert scale items was applied to a sample of 300 people, with the aim of measuring the influence of Playfulness on the intention to use fashion m-commerce; in addition to confirming the relevance of the dimensions of Performance Expectation, Effort Expectation and Social Influence in this sector. The results showed that the impact of Playfulness on the intention to use fashion m-commerce is 10% greater than Social Influence, and 14% greater than Effort Expectation. There is also research on a topic that has been little explored, but with great commercial potential, since online fashion retail is one of the most profitable sectors in Brazil.
publishDate 2023
dc.date.none.fl_str_mv 2023-05-29
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.ufsc.br/index.php/adm/article/view/79359
10.5007/2175-8077.2023.e79359
url https://periodicos.ufsc.br/index.php/adm/article/view/79359
identifier_str_mv 10.5007/2175-8077.2023.e79359
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.ufsc.br/index.php/adm/article/view/79359/53313
dc.rights.driver.fl_str_mv Copyright (c) 2023 Revista de Ciências da Administração
https://creativecommons.org/licenses/by-nc-nd/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2023 Revista de Ciências da Administração
https://creativecommons.org/licenses/by-nc-nd/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal de Santa Catarina - UFSC
publisher.none.fl_str_mv Universidade Federal de Santa Catarina - UFSC
dc.source.none.fl_str_mv Journal of Administration Science; Vol. 25 No. 65 (2023): Journal of Administration Science; 1-20
Revista de Ciencias de la Administración; Vol. 25 Núm. 65 (2023): Revista de Ciencias de la Gestión; 1-20
Revista de Ciências da Administração; v. 25 n. 65 (2023): Revista de Ciências da Administração; 1-20
2175-8077
1516-3865
reponame:Revista de Ciências da Administração
instname:Universidade Federal de Santa Catarina (UFSC)
instacron:UFSC
instname_str Universidade Federal de Santa Catarina (UFSC)
instacron_str UFSC
institution UFSC
reponame_str Revista de Ciências da Administração
collection Revista de Ciências da Administração
repository.name.fl_str_mv Revista de Ciências da Administração - Universidade Federal de Santa Catarina (UFSC)
repository.mail.fl_str_mv rca.cse@contato.ufsc.br
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