Technological Forecasting & Social Change 186 (2023) 122111

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Technological Forecasting & Social Change

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Predicting consumers’ purchase intention through fast fashion mobile apps:

The mediating role of attitude and the moderating role of COVID-19
Rebeka-Anna Pop a, *, Erika Hlédik b, Dan-Cristian Dabija a
a
Department of Marketing, Faculty of Economics and Business Administration, Babeș-Bolyai University, Cluj-Napoca, Romania
b
ELTE Faculty of Economics, Budapest, Hungary

A R T I C L E I N F O A B S T R A C T

Keywords: Nowadays many people use mobile applications for different purposes to manage their daily activities more
Mobile apps conveniently and efficiently. Thus, mobile apps contribute to the optimization of consumers’ shopping experi­
Fast fashion ence during the decision-making process. Based on the S-O-R framework, the present study explores the direct
S-O-R approach
and indirect impact of utilitarian, hedonic and social attributes of mobile apps on consumers’ attitudes and
Purchase intention
COVID-19
purchase intention through fast fashion mobile apps. An online survey was conducted to test the proposed
Hedonic motivation conceptual model, and the partial least squares (PLS) modeling technique was used for the reliability and validity
Consumer behaviour assessment of the reflective constructs. The results indicate that hedonic motivations have a higher impact on
consumers’ attitudes than utilitarian ones. Attitude has multiple mediation roles, while channel-switching
behaviour caused by COVID-19 moderates the relationship between attitude and purchase intention. The find­
ings are relevant for marketers and fashion retailers to optimize branded mobile apps from a utilitarian and
hedonic point of view.

1. Introduction general, without specifying the industry or type of mobile app. Thus, this
study focuses on branded commercial applications that rely on brand
Due to the penetration of the Internet, consumers have changed their reputation and recognition to encourage customers to purchase through
offline purchase behaviour to online purchasing, which has allowed the the app (e.g., Nike, Zara, H&M). We focus on Fast Fashion (FF) mobile
emergence of e-commerce and m-commerce. In January 2021, 59.5 % of applications due to the growing trend of the fashion industry and its
the global population were considered active Internet users, while from strong presence in e-commerce. In 2021, fashion was the largest e-
this total, 92.6 % were active mobile users (Data Reportal, 2021), commerce segment worldwide, with a revenue of 759.5 billion Amer­
determining the rise of a digital population. Consumers’ time spent on ican dollars (Aaron, 2022).
mobile devices is continuously increasing and contributing to the Previous research has mainly focused on the exploration of m-satis­
growth of m-commerce. M-commerce is viewed as a separate online faction (Rodríguez-Torrico et al., 2019), m-engagement (Parker and
sales channel (Rodríguez-Torrico et al., 2019), transmitting business Kuo, 2021), usage intention (Chi, 2018), and perceived value (Murillo-
information, delivering content, and conducting business transactions Zegarra et al., 2020), with little attention paid to the exploration of fast
through mobile devices (Leung and Antypas, 2001; Zwass, 2003). fashion products purchase intention through mobile apps. Similarly, the
M-commerce is steadily increasing because of its particular charac­ impact of attitude towards using fast fashion apps on purchase intention
teristics such as convenient delivery, simple checkout process, ubiquity, has only been explored by a few researchers (Moon and Domina, 2015).
personalization, and localization (Clarke, 2001). The widespread use of Moon et al. (2017) highlight three major attributes that describe
m-commerce has given rise to the emergence of mobile applications. The online shopping attitude, namely the utilitarian, hedonic and social el­
literature distinguishes many types of mobile applications, such as ements. The utilitarian attributes refer to the functional characteristics
branded applications (Tang, 2019), commercial applications (Zhao and of mobile apps, which are also considered as the unique features of
Balagué, 2015) and brand commercial applications (Liftoff and Adjust, mobile apps, such as personalization, usefulness, ease of use, localiza­
2020). Despite this fact, most of the studies focus on mobile apps in tion, convenience, and so on. Previous researchers pointed out the

* Corresponding author.
E-mail addresses: [Link]@[Link] (R.-A. Pop), hledik@[Link] (E. Hlédik), [Link]@[Link] (D.-C. Dabija).

[Link]
Received 21 March 2022; Received in revised form 19 August 2022; Accepted 16 October 2022
Available online 28 October 2022
0040-1625/© 2022 Elsevier Inc. All rights reserved.
R.-A. Pop et al. Technological Forecasting & Social Change 186 (2023) 122111

importance of utilitarian attributes to consumer attitudes. Parker and and the proposed hypotheses; a description of the research methodol­
Kuo (2021) identify efficiency and time saving as important factors for ogy; the research results and discussion; and the theoretical and mana­
consumers’ m-commerce engagement, while others highlight the influ­ gerial conclusion, highlighting also the limitations and future research
ential role of perceived usefulness and ease of use on consumer attitudes perspectives.
(Chi, 2018). Perceived usefulness was noticed by other authors, claiming
that usefulness is the strongest predictor of fashion mobile apps’ 2. Review of the literature and hypothesis development
perceived value (Sun and Chi, 2018; Murillo-Zegarra et al., 2020).
Moreover, personalization is another essential attribute of mobile apps. The Stimulus-Organism-Response (S-O-R) model shows the con­
Personalized services positively influence the customer experience sumer’s path to the final decision (Mehrabian and Russell, 1974). The S-
(McLean et al., 2018) towards mobile apps, but do not positively relate O-R framework consists of three components, namely: stimuli, organ­
to customer attitude (Murillo-Zegarra et al., 2020). The way consumers ism, and response. In the model, the stimulus is independent, the or­
perceive privacy and security plays a crucial role in fostering purchases ganism is the mediator, while the response appears as a dependent
through mobile apps. Rodríguez-Torrico et al. (2019) noticed that low variable (Vieira, 2013). In the classical S-O-R approach, “stimuli” is
security and privacy lead to higher satisfaction and trust, findings represented as a stimulating effect that influences an individual’s in­
confirmed by other authors (Sun and Chi, 2018). ternal state as well as the individual’s cognitive and affective responses
The hedonic characteristics of the apps, such as entertainment, fun, to behaviour (Nam et al., 2020). “Organism” refers to an individual’s
visual attraction, enjoyment, and pleasure were found to be important internal processes and structures that act as a mediator between the
predictors of consumers’ positive attitude (Chang et al., 2016) and stimuli and the individual’s responses. “Response” is the consequence of
intention to reuse an app (Lee and Kim, 2019). The social dimension exposure to stimuli and of the individual’s inner emotional state.
reflects the influence of another party’s opinion on an individual’s intent The S-O-R model has been widely used to study consumer behaviour
to use and purchase through fast fashion mobile apps. Although third in both retail (Wakefield and Blodgett, 1996) and e-commerce (Kawaf
parties’ opinions can influence consumers’ purchase intention (Sun and and Tagg, 2012). In apparel and accessories, through the S-O-R, Changa
Chi, 2018), other researchers did not find a significant impact on the et al. (2011) explored consumers’ hedonic motivations, while Nam et al.
same (Soni et al., 2019). Due to digitalization and the growing trend of (2020) mapped online purchase intentions and cultural differences.
online purchases, online reviews and online consumers’ opinions have Safety mobile experiences such as low perceived security and privacy
become increasingly important in decision-making. Thus, online re­ were considered predictors of consumers’ mobile satisfaction and trust
views can influence consumers’ attitudes (Doh and Hwang, 2009). (Rodríguez-Torrico et al., 2019). Parker and Kuo (2021) found that the
Hence, some of the previous findings are contradictory, such as the utilitarian characteristics of mobile apps, such as efficiency and time­
effect of social influence on purchase intention, and do not pay enough saving, are relevant drivers of consumers’ m-commerce engagement.
attention to examining the attributes of mobile apps (utilitarian, he­ The significant impact of usefulness and ease of use on attitude was also
donic, and social); none have explored the mediating role of attitude proven among Chinese consumers in the apparel m-commerce context
between the characteristics of mobile apps and purchase intention. (Chi, 2018). Murillo-Zegarra et al. (2020) claimed that usefulness is the
Therefore, the present study aims to fill this gap in the literature by strongest predictor of fashion mobile apps’ perceived value.
exploring the impact of utilitarian, hedonic, and social attributes on TAM (technology acceptance model) was developed by Davis
consumers’ attitudes towards using fast fashion apps, and the impact of (1989), who suggested that perceived usefulness and perceived ease of
attitude on purchase intention towards an app, as well as outlining the use are the primary determinants for the use and acceptance of a given
mediating role of attitude between stimuli and responses. In addition, technology. TAM is one of the most popular extensions of TRA (theory of
the present research takes into consideration the impact of the COVID- reasoned action), developed by Fishbein and Ajzen (1975). The model
19 pandemic as a moderator between attitude and purchase intention. suggests that the intention to behave is influenced by attitude towards
The present study proposes a research model based on the S-O-R behaviour, which leads to the actual behaviour. Besides the main de­
framework and Technology Acceptance Model (TAM), predicting con­ terminants of the TAM (perceived usefulness and ease of use), additional
sumers’ purchase intention through fast fashion mobile apps. The S-O-R variables have been added to increase the explanatory power of the
framework model depicts the consumer’s journey to a final decision, model, such as the specific attributes of m-commerce (Saricam, 2015). In
consisting of three components, stimulus, organism, and response the TAM, perceived usefulness as a mediating construct is defined by the
(Mehrabian and Russell, 1974). These components represent the extent to which an individual believes that using a particular system
framework of the research model, positioning the utilitarian, social, and would improve his/her work efficiency (Davis, 1989). Previous studies
hedonic dimensions as stimulants, attitude towards fast fashion mobile found a positive relationship between perceived usefulness and con­
apps as organism, and purchase intention as response. Moreover, the sumers’ positive attitude (Kulviwat et al., 2007). Perceived usefulness
conceptual model also integrates the elements of TAM, by highlighting represents a more critical antecedent to consumers’ purchase on the
the impact of perceived usefulness on users’ behavioral intentions. TAM phone than ease of use (Agrebi and Jallais, 2015). The attribute of
is an extension of the theory of reasoned action (TRA) developed by perceived usefulness of mobile apps exerts a positive effect on con­
Fishbein and Ajzen (1975) and further extended by Davis (1989). The sumers’ perceived value (Ko et al., 2009), intention to use an app (Hur
model proposes that perceived usefulness and perceived ease of use are et al., 2017; Sun and Chi, 2018; Andronie et al., 2021), prolonged use
the primary determinants of using and accepting a particular technol­ (McLean, 2018), and purchase intention. Therefore, we assume that:
ogy. TAM is widely used for exploring usage and purchase intention
H1. Perceived usefulness positively influences the attitude of con­
through mobile apps (Hur et al., 2017; Natarajan et al., 2017; Chi, 2018;
sumers towards fast fashion mobile applications.
Kang and Namkung, 2019). Although TAM was primarily intended to
explain how technology is adopted within a company, the model is Personalization is the ability of the e-retailer to tailor products,
useful in describing the adoption of other daily use technologies such as services, and the transactional environment to the customer’s individual
mobile applications. The originality of the study lies in exploring a needs (Srinivasan et al., 2002). It is also a strategic tool to enhance the
scarcely studied research area, which is the fast fashion mobile appli­ customer’s shopping experience (Bilgihan et al., 2016). This provides
cation, in examining the three main attributes of online purchasing, several benefits for both retailers and customers, storing purchase his­
namely the utilitarian, hedonic, and social aspects and their effect on tory and decreasing conversion rate (Kim et al., 2007). Personalization
consumers’ attitudes and purchase intention, and in analysing the increases customer satisfaction and retailers’ profit (Liao et al., 2005;
moderator role of COVID-19 on mobile apps purchase intention. Fan and Poole, 2006). In the case of fast fashion mobile applications,
In the following sections, the paper presents a review of the literature personalization generates a positive effect on users’ consumer

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experience (McLean et al., 2018). However, a more recent study con­ however, highlighted that hedonic value significantly influences con­
cludes that there is no significant relationship between personalization sumers’ attitudes, a conclusion in line with other researchers (Moon
and attitude (Murillo-Zegarra et al., 2020). Therefore, we propose the et al., 2017; Liang and Liu, 2019). Moreover, Lee and Kim (2019)
following hypothesis: pointed out that hedonic shopping orientation has a positive impact on
consumers’ need for mobile app atmospherics, which in turn signifi­
H2. The personalization of services has a positive impact on user at­
cantly influence their intention to reuse the mobile apps. Therefore, the
titudes towards fast fashion mobile applications.
following hypothesis is given:
The privacy and security of mobile applications refers to the
H6. Hedonic motivation positively influences users’ attitudes towards
perceived ability of individuals to control when, how, and to what extent
fast fashion mobile applications.
they access, modify, or disclose their data stored in the mobile appli­
cation (Smith et al., 1996). Privacy and security play a critical role in the The second component of the S-O-R model is defined as the affective
adoption and use of mobile apps (Fang et al., 2017), and also represent and cognitive states of consumers that mediate the relationship between
an important antecedent for m-commerce adoption (Islam et al., 2011) the stimuli and the individual’s response. The effect (response), the last
and users’ intention to repurchase (Susanto et al., 2016). Users’ per­ component of the S-O-R framework, refers to the outcome of the internal
ceptions of privacy and security may differ across countries; for processes of an organization, including consumers’ reactions. Attitude is
example, they are more cautious in India than in the USA (Chopdar a multidimensional concept that includes the affective, cognitive, and
et al., 2018). The higher the security of fast fashion apps perceived by conative variables of the individual (Ajzen, 1985). Online purchase
users, the more satisfied they are with their purchase decisions (Rodrí­ intention reflects an individual’s willingness to make an online trans­
guez-Torrico et al., 2019). Moreover, low security and privacy concerns action (Pavlou, 2003), and has been broadly examined in the apparel
lead to trust among Chinese consumers regarding the adoption of and fashion retail context (Anderson et al., 2014; Chang et al., 2016; Kim
apparel mobile commerce (Sun and Chi, 2018; Rodríguez-Torrico et al., and Kim, 2017; Moon et al., 2017). These findings suggest a positive and
2019). Therefore, the following hypothesis is postulated: significant relationship between consumers’ cognitive attitude and
purchase intention (Chang et al., 2016; Moon et al., 2017), while others
H3. Users’ low privacy and security concerns positively influence their
point out only the impact of hedonic attitudes on consumers’ purchase
attitudes towards fast fashion mobile applications.
intention (Kim and Kim, 2017). Users’ positive attitude initiates the
With the proliferation of the Internet, friends and acquaintances in­ usage and purchase intention regarding fashion retailers’ mobile apps
fluence individual opinions not only in the physical environment, but (Moon and Domina, 2015; Chi, 2018). Therefore, we assume that:
also in the digital sphere through online reviews and ratings. This
H7. Users’ positive attitude positively influences their purchase
strongly determines users’ attitudes when deciding to purchase through
intention through fast fashion mobile apps.
mobile applications (Trusov et al., 2009). Previous studies show that
online reviews impact product sales by reducing uncertainty caused by Reviewing the S-O-R literature and the mediating role of attitude in
the online environment and increasing trust in online stores (Utz et al., the fast fashion context, no evidence for the assessment of this role could
2012). Positive online reviews exert a positive impact on users’ attitudes be provided. Chang et al. (2016) examined the mediating role of attitude
towards websites (Doh and Hwang, 2009). Moreover, consumers are with a focus on the cognitive components, and found that attitude me­
more inspired and influenced by the social media activity of fashion diates the relationship between hedonic and utilitarian values and
brands and by fashion influencers’ social media posts than those of their purchase intention. Kim et al. (2017) highlighted that attitude partially
friends (Parker and Kuo, 2021). Therefore, we assume that: mediates the relationship between perceived usefulness and behavioral
intention in fashion retail, while fully and partially mediating the rela­
H4. Online reviews positively influence users’ attitudes towards fast
tionship between perceived enjoyment and behavioral intention. How­
fashion mobile apps.
ever, there is a lack of research concentrating on the mediating role of
Social influence refers to the effect of another party’s opinion on an attitude in the m-commerce fashion context. Thus research exploring the
individual’s intention to adopt and use a technology (Venkatesh et al., mediating role of attitude in online fashion is called for (Moon et al.,
2012), i.e., opinions of the reference group affect an individual’s deci­ 2017). Therefore, the following hypotheses were formulated:
sion on whether or not to adopt and use a piece of technology. Some
H8a,b,c,d,e,f. Users’ attitudes mediate the relationship between
studies show that third parties’ opinions determine an individual’s
perceived usefulness (H8a), personalization (H8b), privacy and security
purchase intention (Tak and Panwar, 2017; Sun and Chi, 2018), while
(H8c), reviews (H8d), social pressure (H8e), hedonic motivation (H8f)
others do not find any significant relationship (Soni et al., 2019).
and purchase intention through Fast Fashion Mobile Apps.
Furthermore, the opinions of others influence the individual’s perceived
usefulness of an app (Sun and Chi, 2018). Since consumers often view Perceived situational change caused by COVID-19 is defined as
shopping as a social activity, they are willing to rely on recommenda­ consumers’ perceptions on how COVID-19has changed the way they
tions from an acquaintance when making a purchase (Kim et al., 2009). have purchased during the period. The outbreak and spread of the
Based on the above, we infer that: COVID-19 pandemic have changed the way consumers behave and
purchase goods and services. Despite the many negative impacts of the
H5. Social pressure positively influences user attitudes towards fast
pandemic, several positive outputs can be observed, such as the sales
fashion mobile applications.
growth of retail e-commerce (Semrush, 2020) and m-commerce (Yoram,
Consumers’ purchase decisions are essentially driven by utilitarian 2021), which is favourable for online stores, and also offers new op­
and hedonic considerations (Dhar and Wertenbroch, 2000). When pur­ portunities for brick-and-mortar stores. Under COVID-19, technology
chasing a new garment, consumers’ decisions may be based on utili­ has played an important role in shaping consumer behaviour (Cruz-
tarian considerations (i.e., functionality of the product), or on hedonistic Cárdenas et al., 2021; Pop et al., 2022; Rowland, 2022). This global
attributes, such as societal trends. The motivation to purchase may also incident has affected the way people make purchases, moving from
be due to pleasure and enjoyment (Won and Kim, 2020). Hedonic pur­ mostly physical stores to online ones (Cruz-Cárdenas et al., 2021).
chase motivation strongly influences online purchase intention (Kim and Furthermore, the pandemic has also contributed to increased smart­
Eastin, 2011), although in the context of fast fashion mobile applica­ phone addiction, consumers being more likely to rely on their smart­
tions, it has been pinpointed that utilitarian attributes, such as conve­ phones during stressful or anxiety-provoking situations (Chopdar et al.,
nience or personalization affect users’ purchase intention more strongly 2022). Increased smartphone reliance leads to increased shopping via
than hedonic stimuli (Parker and Wang, 2016). Chang et al. (2016), mobile apps. As a result, individuals who are more prone to become

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addicted to smartphones are more inclined to make frequent purchases Russell, 1974), this research proposes to examine the mediating role of
from their smartphones (Chopdar et al., 2022). Furthermore, social in­ attitude towards using fast fashion apps on the relationship between
fluence can amplify the relationship between smartphone addiction and stimuli (usefulness, personalization, privacy and security, review, social
m-shopping frequency (Chopdar et al., 2022). Similar findings are made pressure, hedonic motivation) and response (purchase intention towards
by Vinerean et al. (2022), who highlight how social influence affects fast fashion apps). To assess the research objectives, an online survey
consumers’ mental attitudes in relation to their COVID-19 purchase was conducted in June 2021. The questionnaire was administered in
behaviour. During the COVID-19 pandemic, online buying behaviour Romania using a virtual snowball sampling technique through social
has changed significantly. Individuals with a history of infection and media (Saunders et al., 2007). In Romania, 86 % of households have
unvaccinated people are more likely to purchase online due to the high internet access (Eurostat, 2021) and this country owns the fourth fastest
perceived risk (Truong and Truong, 2022). COVID-19 has exerted a average fixed broadband internet speed in the world (Speedtest, 2021).
strong influence on consumers’ buying behaviour, for as the fear for Therefore, Romania is a relevant benchmark, as its connection to the
health increases the change in shopping behaviour is more marked (Eger web assures the rapid development of online stores and, implicitly, a
et al., 2021). Regarding the fashion industry, the younger generation is convenient and quick delivery process. The target population of this
more aware of fashion companies’ CSR practices (Vătămănescu et al., study consists of Millennials (born between 1980 and 1994) and Gen Z
2021). Consumers have become more planning-oriented, with a signif­ (born between 1995 and 2002) who are familiar with the usage of fast
icant decrease in impulsive buying (Gu et al., 2021), although Cruz- fashion apps, even if they do not complete purchases through the apps (i.
Cárdenas et al. (2021) highlight the strong presence of impulsive buying e., H&M, Zara, About You, etc.). The study examines fast fashion apps in
when disruptive events occur. These developments affect the fashion general, without focusing on a specific brand. These generations are the
industry since impulsive buying behaviour still represents one of the ones who spend the most time on social media (Pew Research Center,
main characteristics of fast fashion purchasing behaviour. Moreover, Gu 2021) and buy fast fashion products most frequently (Vogue Business,
et al. (2021) highlight the increased importance of promptness in 2020). A total of 319 responses were collected after the data scrubbing.
decision-making, which is favourable to the adoption of mobile apps. The demographic characteristics of the respondents are presented in
Koch et al. (2020) analysed the drivers of online apparel and fashion Table 1. Most of the respondents (85.3 %) had purchased clothes or
purchase intention and found that media and experts’ opinions influence accessories through branded apps. Regarding respondents’ purchase
consumers’ buying intention, and that hedonic motivation, such as frequency, 25 % of them purchased several times a year, 20 % every six
enjoyment, has a greater impact than utilitarian motivation. These months, while 20.6 % purchased monthly.
findings are also supported by Sumarliah et al. (2021), who found that
situational factors, hedonic and utilitarian motives predict the intention
of buying clothes online. Therefore, we consider that: Table 1
Demographic characteristics of the respondents.
H9. Consumers’ COVID-19 behaviour moderates the relationship be­
Demographics (N = 319) Frequency Relative
tween their attitude towards using an app and their purchase intention.
frequency %

Generation Millennials 219 68.7

3. Research methodology
Gen Z 100 31.3
Gender Male 116 36.4
3.1. Research design and sample Female 203 63.6
Education High School or below 53 16.7
Based on the S-O-R model, the present study aims to explore the level Bachelor’s Degree 186 58.3
Master’s Degree and PhD 80 25.1
impact of utilitarian factors (usefulness, personalization, privacy, and
Occupation Student 64 20.1
security), social factors (reviews and social pressure), and hedonic Employee 243 76.2
motivation on consumers’ attitude towards fast fashion apps, and the Entrepreneur 10 3.1
impact of consumers’ attitude on fast fashion mobile apps purchase Non-workers (unemployed 2 0.6
and retired)
intention (Fig. 1). In line with the S-O-R framework (Mehrabian and

Fig. 1. The conceptual model.

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R.-A. Pop et al. Technological Forecasting & Social Change 186 (2023) 122111

3.2. Questionnaire design and measures Table 2

Measurement of the reflective constructs.
The variables were measured in accordance with the literature and Construct Item Measure Mean SD Loading
adjusted to the context of fast fashion apps. A five-point Likert scale was
Perceived Usefulness (Cronbach’s α = 0.825, CR = 0.896, AVE = 0.741)
used (1—total disagreement/5—total agreement). The scales for each I prefer to buy products through fast fashion applications because ...
latent variable measurement were listed as follows: perceived usefulness USF1 …enables me to accomplish shopping 4.096 0.969 0.829
(Vrechopoulos et al., 2004), personalization (Lee, 2005), privacy and tasks more quickly.
security (Xu et al., 2011), social pressure (Tak and Panwar, 2017), re­ USF2 …enhances my shopping 3.945 0.959 0.868
performance.
view (Arora and Sharma, 2018), hedonic motivation (Changa et al., USF3 …increases my shopping productivity. 3.945 1.004 0.885
2011), attitude towards fast fashion apps (Srinivasan et al., 2002; Bart Personalization (Cronbach’s α = 0.932, CR = 0.946, AVE = 0.745)
et al., 2005), purchase intention towards fast fashion apps (Baker and I prefer to buy products through fast fashion applications because ...
Churchill, 1977), and COVID-19 elaborated by the authors based on the PRS1 …the content in the app is specific to 3.540 0.903 0.858
my needs.
work of Nguyen et al. (2020). The scales were validated following the
PRS2 …enables me to order products or 3.577 1.03 0.846
approach by Hair et al. (2017), by firstly evaluating the measurement services that are tailor-made for me.
model to determine the internal consistency reliability and validity, then PRS3 ...the advertisements and promotions 3.783 1.026 0.870
measuring the composite reliability, factor loadings, average variance that fast fashion apps send to me are
extracted, and discriminant validity. tailored to my situation.
PRS4 …personalized offers are given by the 3.673 0.943 0.845
app.
4. Results PRS5 …personalized messages are sent by 3.544 0.999 0.884
the app.
4.1. The evaluation of the measurement model PRS6 …offers customized information 3.555 0.942 0.875
search.
Privacy and Security (Cronbach’s α = 0.895, CR = 0.931, AVE = 0.819)
The conceptual model was tested using partial least square (PLS) I am concerned that…
modeling, and SmartPLS.3.0. software was used for the analysis. PLS- PRV1 …the information I submit to the 1.754 0.729 0.923
SEM is recommended for studies with a small sample size and non- application could be misused.
normally distributed data (Hair et al., 2017) . Moreover, SmartPLS is PRV2 …others can access my private 1.746 0.731 0.916
information’s in the applications I use.
particularly useful to assess complex models (Hair et al., 2014). All PRV3 …through fast fashion apps, my data 1.754 0.778 0.875
constructs (US, PRS, PRV, SOC, REV, HED, ATT) were modelled as could be collected without my
reflective constructs. The reliability and validity of the reflective con­ noticing.
structs were tested with confirmatory analysis (Table 2). All factor Social pressure (Cronbach’s α = 0.864, CR = 0.907, AVE = 0.709)
SOC1 People who are important to me feel 3.301 1.100 0.833
loading was higher than 0.7, indicating the convergent validity of the
that I should use shopping apps.
constructs (Hair et al., 2010). Cronbach’s α and convergent reliability SOC2 I do shopping through apps because 3.673 1.039 0.859
(CR) values exceeded the 0.7 criteria, suggesting the reliability of the many people are doing so.
constructs (Henseler et al., 2009; Hair et al., 2010). The average vari­ SOC3 Social Media influences me to use Fast 3.754 1.068 0.852
ance extracted (AVE) values were higher then 0.5, indicating the validity Fashion apps.
SOC4 My family and friends think it’s a good 3.368 1.073 0.825
of the reflective constructs (Chin, 1998).
idea to use shopping apps.
The discriminant validity (Table 3) was tested with the Fornell- Reviews (Cronbach’s α = 0.938, CR = 0.949, AVE = 0.697)
Larcker criterion, where the square root of all AVE values of each REV1 The online reviews are helpful. 3.618 1.173 0.843
construct was greater than the correlation coefficient between the latent REV2 The number of reviews does not 3.423 1.082 0.825
guarantee that the review quality is
variables, indicating the discriminant validity of the constructs (Fornell
good.
and Larcker, 1981). REV3 Reviews regarding fast fashion brands 3.430 1.082 0.842
Regarding the goodness of fit of the model, the square root means on the app store are credible.
residual (SRMR) = 0.048, which is below the recommended 0.08 REV4 I trust in the online reviews on the app 3.415 1.061 0.827
maximum criteria (Hu and Bentler, 1999). The NFI = 0.838, close to the store regarding fast fashion brands.
REV5 Online reviews help me to find the best 3.651 1.137 0.825
minimum 0.9 criteria, but still not satisfactory (Henseler et al., 2016).
fast fashion brand store.
Overall, perceived usefulness, personalization, privacy and security, REV6 Online reviews can change my store 3.397 1.103 0.790
online reviews, social pressure, and hedonic motive explain 61.3 % of choice.
the variance of attitude towards using fast fashion apps, while attitude REV7 Online reviews encourage me to 3.647 1.191 0.863
download fast fashion apps.
explains 43.3 % of the variance of purchase intention, indicating a
REV8 Online reviews encourage me to shop 3.540 1.147 0.865
moderate predicting power of the model (Hair et al., 2018). from fast fashion apps.
Hedonic motivation (Cronbach’s α = 0.925, CR = 0.943, AVE = 0.769)
4.2. The evaluation of the structural model Using fast fashion apps is...
HED1 ...fun. 3.643 0.940 0.850
HED2 ...comfortable. 4.239 0.861 0.858
For hypotheses testing, the bootstrap procedure was used with 5000 HED3 ...enjoyable. 3.827 0.921 0.875
subsamples. Fig. 2 illustrates the structural model. Based on the t-sta­ HED4 ...entertaining. 3.857 0.934 0.904
tistics, five hypotheses were confirmed, while two hypotheses were not HED5 ...pleasant. 3.996 0.901 0.897
confirmed from the overall model. Attitude towards Fast Fashion Apps (Cronbach’s α = 0.814, CR = 0.870, AVE = 0.573)
ATT1 I’m satisfied with the service provided 3.781 0.987 0.766
H1 assumed that the perceived usefulness of fast fashion apps has a
by the app.
positive impact on consumers’ attitudes towards the app. Based on the ATT2 I feel comfortable surfing the app. 3.900 1.012 0.767
results presented in Table 4 (β = 0.312; T-value = 5.724; p < 0.001) ATT3 I feel surfing this app is a good way for 3.881 1.007 0.729
perceived usefulness significantly influences consumers’ attitude during me to spend my time.
the app usage, therefore H1 can be confirmed. H2 presumed that ATT4 I use fast fashion apps the way I want/ 3.966 1.015 0.763
ATT5 like them. 4.009 1.003 0.759
personalization of the content, services, and advertisements have a I find using the app to be useful.
positive impact on consumers’ attitude towards fast fashion mobile
(continued on next page)
apps. The results show (β = − 0.014; T-value = 0.237; p = n.s.) an
insignificant and negative relationship between personalization and

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Table 2 (continued ) assumption that consumers’ positive attitude towards fast fashion apps
Construct Item Measure Mean SD Loading significantly and positively influences their purchase intention towards
the app, therefore H7 was confirmed.
Purchase intention towards Fast Fashion Apps (Cronbach’s α = 0.779, CR = 0.858,
AVE = 0.601)
To analyse the mediating role of attitude, we followed the steps
PURCH1 When I have to shop, mobile apps are 3.930 0.999 0.721 recommended by Hair et al. (2017), starting with the bootstrapping of
my first choice. the indirect effects which result in “higher levels of statistical power
PURCH2 I would purchase from fast fashion 3.816 1.027 0.793 compared with the Sobel test” (Hair et al., 2017, p.239). Therefore, the
apps.
mediation analysis shows that three of the proposed indirect relations
PURCH3 My willingness to buy accessories and 3.893 1.064 0.793
clothes products through apps is high. are significant, namely USF → PURCH_INT (β = 0.096; T-value = 3.807;
PURCH4 I will probably order something from 3.974 1.023 0.788 p < 0.001), REV → PURCH_INT (β = 0.061; T-value = 2.657; p < 0.05),
fast fashion apps soon. HED → PURCH_INT (β = 0.109; T-value = 3.571; p < 0.05), while the
remaining three relations have insignificant indirect effects
(PRS → PURCH_INT; PRV → PURCH_INT; SOC → PURCH_INT). In the
consumers’ attitude, therefore H2 was not confirmed. Table 4 shows that
following, we analysed the direct effect from USF to PURCH_INT, and no
low privacy and security concerns positively influence consumers’
statistically significant relationship was found (β = 0.122; T-
attitude towards using fast fashion apps (β = 0.090; T-value = 2.089;
value = 1.851; p < 0.001); therefore, we conclude that attitude towards
p < 0.05), therefore H3 was confirmed. Regarding the social dimension,
using the app fully mediates the USF → PURCH_INT relationship. The
the results (β = 0.198; T-value = 3.489; p < 0.001; β = 0.069; T-
relationship between PRS and PURCH_INT is insignificant (β = − 0.068;
value = 1.236; p = n.s.) show that online reviews positively influence
T-value = 0.094; p = n.s.), conforming to the mediation analysis that
consumers’ attitude, while social pressure has no significant impact on
there is no mediation effect. Table 5 shows the relationship from PRV to
consumers’ attitude towards using the app, therefore H4 was confirmed
PURCH_INT, which is statistically significant (β = − 0.122; T-
and H5 was not confirmed. The results (β = 0.351; T-value = 5.811;
value = 2.024; p = n.s.); thus, there is no mediation with a direct-only
p < 0.001) show that hedonic motivation significantly influences con­
effect. The relationship between REV and PURCH_INT is insignificant
sumers’ attitude towards using fast fashion apps, thus H6 was confirmed.
(β = − 0.054; T-value = 0.658; p < 0.05), indicating that consumers’
Finally, the findings support (β = 0.493; T-value = 8.990; p < 0.001) the

Table 3
Discriminant validity.
ATT HED PRS PRV PURC REV SOC USF

ATT 0.757
HED 0.686 0.877
PRS 0.591 0.746 0.863
PRV − 0.069 − 0.208 − 0.330 0.905
PURC 0.658 0.635 0.489 0.016 0.775
REV 0.654 0.614 0.645 − 0.128 0.525 0.835
SOC 0.623 0.617 0.633 − 0.092 0.570 0.788 0.842
USF 0.686 0.640 0.648 − 0.189 0.567 0.662 0.637 0.861

Fig. 2. The structural model.

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R.-A. Pop et al. Technological Forecasting & Social Change 186 (2023) 122111

Table 4
The path coefficients of the structural equation model.
Paths Path coefficients Standard deviation T-Value P-Value Hypotheses

USF → ATT 0.312 0.055 5.724 0.000** H1—Supported

PRS → ATT − 0.014 0.061 0.237 0.812n.s. H2—Not Supported
PRV → ATT 0.090 0.043 2.089 0.037* H3—Supported
REV → ATT 0.198 0.057 3.489 0.000** H4—Supported
SOC → ATT 0.069 0.056 1.236 0.216n.s. H5—Not Supported
HED → ATT 0.351 0.060 5.811 0.000** H6—Supported
ATT → PURCH_INT 0.493 0.055 8.990 0.000** H7—Supported

Note: n.s.= non-significant; USF = usefulness; PRS = personalization; PRV = privacy and security; REV = reviews; SOC = social pressure; HED = hedonic motivation;
ATT = attitude; PURCH_INT = purchase intention.
*
p < 0.05.
**
p < 0.001.

Table 5
The mediation analysis of the structural equation model.
Paths Direct 95 % confidence interval of the T- P-Value Indirect 95 % confidence interval of T- P-Value Type of
effect direct effect Value effect the direct effect Value mediation

USF → PURCH 0.122 − 0.010–0.249 1.851 0.064n. 0.096 0.052–0.150 3.807 0.000** Full mediation
s.
n. n.
PRS → PURCH − 0.068 − 0.204–0.065 0.094 0.320 − 0.005 − 0.043-0.031 0.239 0.811 No mediation
s. s.

PRV → PURCH 0.122 − 0.007–0.235 2.024 0.043* 0.028 0.006–0.062 1.948 0.051n. No mediation
s.

REV → PURCH − 0.054 − 0.214–0.106 0.658 0.511n. 0.061 0.024–0.114 2.657 0.008* Full mediation
s.
n.
SOC → PURCH 0.185 0.026–0.329 2.441 0.015* 0.021 − 0.013-0.059 1.123 0.262 No mediation
s.

HED → PURCH 0.341 0.207–0.463 5.156 0.000** 0.109 0.056–0.176 3.571 0.000** Partially
mediation

Note: n.s.= non-significant; USF = usefulness; PRS = personalization; PRV = privacy and security; REV = reviews; SOC = social pressure; HED = hedonic motivation;
ATT = attitude; PURCH_INT = purchase intention.
*
p < 0.05.
**
p < 0.001.

attitude towards using fast fashion apps fully mediates this relationship. with direct only effect. Finally, the relationship from HED to PURCH_­
Table 5 shows a significant relationship between SOC → PURCH_INT INT is significant (β = 0.341; T-value = 5.156; p < 0.05); thus, attitude
(β = 0.185; T-value = 2.441; p = n.s.); therefore, there is no mediation partially mediates this relationship. Moreover, the direct and indirect

Fig. 3. The moderator role of COVID-19.

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R.-A. Pop et al. Technological Forecasting & Social Change 186 (2023) 122111

effects are both positive, indicating that attitude complementarily me­ buy fast fashion products through a mobile app because it enables them
diates this relationship. According to the results, H8a,d,f were confirmed, to accomplish shopping tasks more quickly, enhances their shopping
while H8,b,c,e were not confirmed, in line with previous research find­ performance, and increases their shopping productivity. Thus, these
ings that confirm the mediating role of attitude between hedonic and utilitarian characteristics improve consumers’ attitudes when they are
utilitarian motivations and purchase intention (Chang et al., 2016), and using the app. The results are in line with the work of Parker and Kuo
are in contradiction to the results of Kim et al. (2017). (2021) which highlighted efficiency as an important factor for engaging
This study also examined the moderating role of COVID-19 on the consumers in m-commerce. Although Murillo-Zegarra et al. (2020)
relationship between attitude towards using an app and purchase emphasize that usefulness is the strongest predictor of fashion mobile
intention. Fig. 3 illustrates the measurement model with the COVID-19 apps’ perceived value, our results indicate that hedonic motivation has a
moderator variable. Although the whole questionnaire was focused on stronger influence on consumers’ attitude. One possible reason could be
general fast fashion app usage behaviour, one question represents an that the present study was conducted during the pandemic; thus, the
exception, which endeavours to measure users’ app usage behaviour restrictions and limited possibilities for activities that generate enjoy­
under COVID-19. COVID-19 was measured with the following items, in ment for consumers were replaced by shopping, which is supported by
the context that during COVID-19: “I’ve tried to avoid fast fashion other authors (Koch et al., 2020) (see H1). Low privacy and security
stores” (e.g. H&M, Zara, Stradivarius etc.); “I bought more frequently concerns lead to a positive attitude when consumers are using an app.
from fast fashion apps”; “Online shopping has become a trend, so I Therefore, app users are more confident when they are not concerned
started to buy fast fashion products online”; “Online shopping helped me about privacy and security issues, as an app can collect data without
better organize my free time”; “Online stores have expanded their sending a notification to the user or others to access their private in­
product range”; “I bought clothes and accessories mainly online”; formation. Previous authors found that low privacy and security issues
therefore this variable measures consumers’ actual channel-switching lead to satisfaction (Rodríguez-Torrico et al., 2019) and trust among
behaviour due to COVID-19. Regarding the reliability and validity of Chinese consumers regarding the adoption of apparel mobile commerce
the construct, all factor loadings are higher than 0.7; Cronbach’s alpha, (Sun and Chi, 2018; Rodríguez-Torrico et al., 2019); thus our results
composite reliability and average variance extracted are 0.918, 0.936, extend these findings, adding the positive impact on consumers’ attitude
and 0.712 indicating the internal consistency of the COVID-19 moder­ towards using fast fashion apps (see H3). Personalization of the content
ator (Chin, 1998; Henseler et al., 2009; Hair et al., 2010). The root and of the offers are not key drivers for consumers when browsing or
square of all AVE values of each construct was higher than the corre­ purchasing through fast fashion apps. This may be because a high level
lation coefficient between these latent variables, indicating the of personalization could increase consumers’ privacy and security con­
discriminant validity of the constructs (Fornell and Larcker, 1981). Next, cerns, findings supported by other authors, who did not find a significant
we used a bootstrapping procedure with 5000 subsamples to analyse the relationship between personalization and attitude (Murillo-Zegarra
interaction between attitude, purchase intention, and COVID-19. The et al., 2020). They also concluded that as consumers get to the end of the
effect size is moderate and negative (− 0.273), T-statistics = 7.994 and buying process the importance of personalization decreases more and
the p-value is 0.000, demonstrating that COVID-19 significantly affects more. Since this study analyses actual purchase intention, these findings
the relationship between attitude and purchase intention. The predict­ could be another reason for the insignificant relationship between
ing power of the model has increased, COVID-19 exerting a significant personalization and attitude (see H2). From the utilitarian dimension,
impact on attitude (R2 = 0.618) and on purchase intention (R2 = 0.601). perceived usefulness had the strongest impact on consumers’ attitude
Overall, the results indicate that channel-switching behaviour due to towards using an app. From a technological point of view, mobile apps
COVID-19 negatively and significantly moderates the relationship be­ make the shopping process easier by structuring the product categories,
tween attitude and purchase intention. Thus, the effect of attitude on adding wish lists, simplifying the ordering and payment process,
purchase intention will decrease, as the level of channel-switching enhancing shopping efficiency, and contributing to an evolved customer
behaviour gets larger, and the effect of channel-switching behaviour experience and satisfaction. Moreover, artificial intelligence technolo­
due to COVID-19 on purchase intention will get smaller as attitude to­ gies, such as chatbots can shape the customer experience and lead to
wards using the app gets larger. improved user engagement (Kliestik et al., 2022; Nica et al., 2022).
At a medium level of channel-switching behaviour due to COVID-19, Regarding the social dimension, online reviews significantly impact
the relationship between attitude and purchase intention is 0.180 consumers’ attitude, while social pressure does not have a significant
(simple effect). If channel-switching behaviour due to COVID-19 in­ influence. This may be a result of digitalization. As consumers’ activ­
creases by one standard deviation point, the relationship between atti­ ities, such as buying, work, socializing, etc. are amid transformation
tude and purchase intention would decrease by the size of the from traditional activities to online ones, reference groups and others’
interaction term’s coefficient. With an increase in channel-switching opinions become more important in the online sphere. These online
behaviour due to COVID-19, attitude become less important for reviews help consumers to make the right choice when it comes to
explaining purchase intention. searching for the best product quality, deal, brand, store, and so on.
Previous research found that online reviews positively influence con­
5. Discussion sumers’ attitudes towards a website (Doh and Hwang, 2009), and
enhance the usefulness and social presence of shopping websites (Kumar
Applying the S-O-R framework, this study explores the predictors of and Benbasat, 2006), thus, supporting our findings (see H4 and H5).
purchase intention through fast fashion mobile apps, by examining the Besides, online reviews are crucial elements for the app store optimi­
mediating role of attitude towards using the app between the utilitarian, zation (ASO) strategy. ASO is the process of enhancing the visibility of
social, and hedonic dimensions, and purchase intention. The innova­ an app through app stores such as Google Play or Apple App Store, thus,
tiveness of the research lies in exploring a niche, but with a growth increasing the traffic and downloads of the app. To implement an ASO
tendency, research area, namely the mobile applications from a mar­ strategy, marketers need to focus mainly on on-page components such as
keting perspective, introducing the S-O-R framework, the mediator role app title, description, keywords, app categories, and reviews and rating
of attitude, the moderator role of COVID-19, and incorporating the (Nguyem, 2016). Although reviews do not significantly affect an app’s
utilitarian, social, and hedonic dimensions in the fast fashion retail ranking, they do have a stunning impact on a brand or app’s reputation
context. (Nguyem, 2016).
The empirical findings suggest that perceived usefulness, and low Finally, the hedonic dimension has the strongest impact on con­
privacy and security concerns positively influence consumers’ attitudes sumers’ attitude towards using an app, a finding supported by other
towards using fast fashion mobile apps. Consumers are more likely to authors (Agrebi and Jallais, 2015; Murillo-Zegarra et al., 2020).

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Consumers are motivated to use fast fashion apps because of their he­ optimize the speed, performance, and productivity of an app to provide
donic characteristics such as being fun, enjoyable, pleasant, comfort­ a better customer experience during the decision-making process. If
able, and entertaining, which leads to a positive attitude towards using consumers perceive that the app is not useful, or does not enhance their
the apps. The results are in line with the work of Liang and Liu (2019) shopping performance and productivity, then they will switch to
who found that hedonic value significantly influences consumers’ atti­ another sales channel. Although the present research does not explore
tudes and online apparel mass customization via mobile channels, such the impact of app features, such as VR and AR technology, there is an
as mobile apps (see H6). Next, consumers’ attitude towards using fast increased tendency for fashion brands (e.g., Zara, Gucci) to involve these
fashion apps significantly influences consumers’ purchase intention. technologies in their mobile apps. Virtual reality can increase users’
Therefore, consumers who are satisfied with an app, who perceive the experience and might improve the usefulness of an app by presenting the
app as efficient, convenient, useful, or pleasant, are more likely to collection through digital models (Zara) or involving virtual assistance.
purchase clothes and accessories through fast fashion apps. These In addition, consumers are more likely to purchase through the app if
findings are supported by other authors who highlighted the positive they perceive low privacy and security issues, so marketers should
impact of attitude on purchase intention via fast fashion apps (Moon and inform the user clearly about the privacy of their personal information.
Domina, 2015) (see H7). Moreover, another important aspect for retailers is the quality of the
Considering the mediating role of attitude, the present research online reviews found on the Google Play and App Store. Consumers are
found that attitude fully mediates the relationship between perceived highly influenced by reviews and comments; thus, retailers should
usefulness, online reviews, and purchase intention. Therefore, the total manage these reviews and comments in a way to reply to negative
effect of perceived usefulness and online reviews on purchase intention comments or to respond to users’ questions, thus improving the
is transmitted through attitude; perceived usefulness and online reviews consumer-company relationship. Consumers are more willing to share
lead to a positive attitude, and attitude, in turn, leads to purchase their negative experiences than their positive ones; thus, these review
intention. Regarding the relationship between hedonic motivation and platforms serve as a reflection of the services provided by a company.
purchase intention, attitude acts as a complementary mediator; thus, a Therefore, the management of these platforms should start by delivering
higher level of enjoyment increases the purchase intention directly, and a good purchase experience for the consumer, focusing on the technical
increases consumers’ attitude towards using the app, which in turn leads attributes of the app, such as ease of use, usefulness, interactivity, and on
to purchase intention. The mediating role of attitude has also been the product-related experience (e.g., the size, material, or price of the
demonstrated by other authors in a similar research context (Chang product), thus reducing the number of unsatisfied consumers. Moreover,
et al., 2016) (see H8). In addition, this study has explored the moder­ to increase brand visibility, companies must be active on social media
ating effect of channel-switching behaviour, due to COVID-19, on the platforms to engage their target audience, Gen Z and Millennials. For
relationship between attitude and purchase intention. Thus, with an instance, Shein is a Chinese online fast fashion retailer that gained sig­
increase in channel-switching behaviour, attitude becomes less impor­ nificant awareness through TikTok, following the latest trends by
tant for explaining purchase intention. Therefore, our results are in line creating and sharing haul videos. Shein is currently one of the most
with previous studies which highlight the influential role of COVID-19 downloaded fast fashion mobile apps worldwide (Retail Dive, 2021).
on channel-switching behaviour (Cruz-Cárdenas et al., 2021) and on The strong presence of social media justifies the lack of social influence,
shopping behaviour (Eger et al., 2021; Gu et al., 2021; Truong and as young consumers are more exposed to social media and related
Truong, 2022) (see H9). trends.
Among the limitations of the study, we can highlight that the con­
6. Conclusion ceptual model relies only on the most important utilitarian attributes of
an app. Future research could include other important attributes, such as
From a theoretical perspective, our study contributes to the theory by perceived ease of use, convenience, interactivity, and so on. Also, the
exploring the direct and indirect impact of the utilitarian, hedonic, and number of samples was relatively low (N = 319), so future research is
social attributes on consumers’ attitudes and purchase intention towards needed to test and confirm the findings. As the findings indicate that
fast fashion apps. Based on the S-O-R framework, the present study ex­ social influence has no clear effect on user attitudes, future research
tends the mobile application literature by investigating the antecedents might include social media instead of social influence. As previously
of purchase intention through fast fashion apps, and by demonstrating stated, there are numerous fashion trends on social media that are
the mediating role of attitude between the characteristics of the app and generally followed by Gen Z and Millennials, who represent the target
purchase intention. Considering the research context of the recent audience of fast fashion brands. As a result, social media may have a
COVID-19 pandemic, which had a mediating influence on our study, the greater impact on users’ attitudes than the opinions of friends and
paper contributes to the exploration of consumers’ behavioral changes family.
triggered by the pandemic in the specific context of fast fashion apps. Future research perspectives include emerging trends, such as the
From a managerial perspective, our findings are also relevant for integration of VR and AR in mobile apps. These features allow the user to
marketers and retailers, as they provide important information about have a better experience while using the app, so their impact should be
the antecedents of purchase intention through fast fashion mobile apps. considered in future studies. Moreover, further research may identify
The results highlighted those hedonic motivations which have a greater new moderator variables, such as generations, and could explore
impact on consumers’ attitude towards using fast fashion apps; thus, generational differences in the context of the fast fashion mobile app.
marketers and fashion retailers should be paying more attention to the
hedonic attributes of an app, such as being enjoyable, fun, pleasant, or Data availability
entertaining. Given that purchasing fashion products, such as clothes
and accessories, is often associated with impulse buying, which is The data that has been used is confidential.
mainly characterized by the search for enjoyment and pleasure, con­
sumers purchase fashion items not only when they have a functional Acknowledgments
motive, but also to give pleasure to themselves or to follow the current
fashion trends. Among the hedonic attributes of apps, the utilitarian This work was supported by the ELTE Márton Áron Special College,
ones are also important for consumers when they browse or purchase Budapest, Hungary.
through them. The application must be useful, so marketers need to

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Appendix A

Appendix table: Summary of the literature review

Authors Context Model/Theory Results

Chang et al., 2016 Online shopping NA Hedonic value, utilitarian value, security, and privacy significantly affect cognitive attitudes,
which in turn influence perceived satisfaction and purchase intention.
Chi, 2018 M-commerce, apparel TAM Brand equity influences consumer perceived ease of use; website quality impacts perceived
products usefulness; and usefulness and ease of use positively influences consumers’ attitudes.
Chopdar et al., 2018 Mobile app ABC model COVID-19 phobia and COVID- 19 news exposure impact consumers’ smartphone addictive use
and pessimism, which in turn influences mobile shopping frequency.
Chopdar et al., 2018 Shopping apps UTAUT2 UTAUT2 variables predict the intention to use shopping apps.
Eger et al., 2021 In-store and online Fear appeal Results show shopping behaviour changes due to COVID-19 and generational differences.
shopping
Gu et al., 2021 Online shopping NA Due to COVID-19 consumer awareness and experience has increased.
Hur et al., 2017 Fashion image search app TAM Consumers with a high degree of technological innovativeness perceive the fashion app as easy
to use and enjoyable and are willing to adopt it if the app is useful; while those who have a high
degree of fashion innovativeness adopt the app simply due to the playfulness.
Kim and Kim, 2017 Technology-fashion TAM Consumers’ hedonic attitude influences their purchase intention, while utilitarian attitude does
collaborative products not impact purchase intention.
Ko et al., 2009 m-commerce, fashion TAM Usefulness, enjoyment, and ease of use positively influence perceived value and instant
products connectivity negatively. Perceived value mediates the relationship between m-commerce
attributes and adoption intention.
Koch et al., 2020 Online shopping, fashion NA Hedonic motivation is a greater predictor of purchase intention then utilitarian motives, and
products normative motives also impact purchase intention.
Lee and Kim, 2019 Mobile app, apparel NA App atmospheric, entertainment and mobile irritation predict the reuse intention of the app.
products
Liang and Liu, 2019 Web and mobile channel, TAM Beliefs about ease of use, enjoyment, and variety of choice affect attitudes, and not usefulness or
apparel products risk.
McLean et al., 2018 Mobile app, apparel Flow theory Utilitarian factors (ease of use, convenience, customization) affect enjoyment and timeliness.
products
McLean, 2018 Mobile app, apparel TAM, TTF, SDT Perceived ease of use, perceived usefulness, convenience, and enjoyment influence consumers’
products engagement with the app; and customization increases this relation.
Moon and Domina, Mobile app, fashion TAM Perceived social influence, entertainment, and fashion innovativeness impacts consumers’
2015 products purchase intention differently in the US and South Korea.
Moon et al., 2017 Online shopping, apparel S-O-R Utilitarian and hedonic characteristics act as predictors of cognitive and affective attitude.
products
Murillo-Zegarra Mobile app, fashion TAM Perceived value is determined by usefulness, attitudes towards mobile advertising alerts, and
et al., 2020 products irritation.
Parker and Kuo, Mobile app, fashion NA Mobile app engagement is driven by efficiency and convenience, official marketing social media
2021 products is more effective than friends’ social media posts, and interactive features are irrelevant in
purchase motivation.
Parker and Wang, Mobile app, fashion NA Efficiency and convenience are the most important factors for engagement, and social pressure
2016 products seems to be a motivator for actual behaviour.
Pop et al., 2022 Mobile app TPB Behavioral attributes influence energy conservation behaviour, and COVID-19 impacts energy-
saving behaviour.
Rodríguez-Torrico Mobile app, fashion S-O-R Ubiquity affects m-convenience and safety m-experience influences affective and cognitive
et al., 2019 products reactions. Repurchase intention is explained directly by m-satisfaction and m-convenience and
indirectly by m-trust.
Soni et al., 2019 Mobile app, fashion UTAUT Performance Expectancy, Personal Innovativeness, Effort Expectancy, Facilitating Conditions,
products Hedonic Motivation, Habit, Price Value, and Behavioral Intentions influence usage behaviour.
Sumarliah et al., Online shopping, fashion NA COVID-19 situational factors, utilitarian, and hedonic motives positively influence consumers’
2021 products purchase intention towards fashion products.
Sun and Chi, 2018 Apparel m-commerce TRA, TAM, Diffusion of Perceived usefulness, perceived ease of use, subjective norm, compatibility, and past non-store
Innovation Theory shopping experience positively influence consumers’ intention to use apparel m-commerce.
Security and privacy influences consumers’ trust.
Tak and Panwar, Shopping apps UTAUT2 Facilitating conditions, performance expectancy, effort expectancy, social influence, hedonic
2017 motivations, price value, and habit influence behavioral intention.
Truong and Truong, Online, curbside pickup, in- Fear appeal Fears for health and fears for financial conditions influence shopping behavioral changes.
2022 store.
Utz et al., 2012 Online shopping NA Consumer reviews are more important for the perceived trustworthiness of a store than its
overall reputation.
Vinerean et al., Mobile app UTAUT2 Hedonic motivation is the strongest predictor of consumers continuously using m-commerce.
2022
Won and Kim, 2020 Sharing platform, fashion NA Hedonic and ecological motivations positively influence consumer attitudes.
products

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[Link]
Rebeka Anna Pop is a PhD student at Babes Bolyai University and a Associate Teacher.
commerce-site-traffic-global/.
Her research focuses on m-commerce, e-commerce, consumer behaviour and green mar­
Srinivasan, S.S., Anderson, R., Ponnavolu, K., 2002. Customer loyalty in e-commerce: an
keting. Her doctoral research investigates user’s customer experience and journey through
exploration of its antecedents and consequences. J. Retail. 78 (1), 41–50. https://
mobile commerce applications. She obtained a BA in Marketing and Msc in Marketing
[Link]/10.1016/S0022-4359(01)00065-3.
strategies and politics from Babes Bolyai University.
Sumarliah, E., Usmanova, K., Mousa, K., Indriya, I., 2021. E-commerce in the fashion
business: the roles of the COVID-19 situational factors, hedonic and utilitarian
motives on consumers’ intention to purchase online. Int. J. Fash. Des. Technol. Educ. Erika Hlédik is an Associate Professor at the Eötvös Loránd University, a PhD Supervisor
(July) [Link] and Lecturer in the PHD School in Doctoral School of Business and Management, Eötvös
Sun, J., Chi, T., 2018. Key factors influencing the adoption of apparel mobile commerce: Loránd University, Hungary. She currently supervises one PhD student. She completed her
an empirical study of Chinese consumers. J. Text. Inst. 109 (6), 785–797. https:// Economics Science PhD at the University of Szeged, Hungary. She obtained a Msc in
[Link]/10.1080/00405000.2017.1371828. Computer Science at the Masaryk University, Czech Republic.
Susanto, A., Chang, Y., Ha, Y., 2016. Determinants of continuance intention to use the
smartphone banking services: an extension to the expectation-confirmation model.
Dan-Cristian Dabija is a Full Professor at the Department of Marketing and PhD Super­
Ind. Manag. Data Syst. 116 (3), 508–525. [Link]
visor in Marketing at the PhD School in Business and Economics of the Faculty of Eco­
0195.
nomics and Business Administration, Babeș-Bolyai University, Romania. Dr. Dabija
Tak, P., Panwar, S., 2017. Using UTAUT 2 model to predict mobile app based shopping:
currently supervises nine PhD Students, three of which are German citizens. He completed
evidences from India. J. Indian Bus. Res. 9 (3), 248–264. [Link]
his PhD Studies at the Bucharest University of Economic Studies, Romania, and has been
JIBR-11-2016-0132.
awarded several doctoral and postdoctoral research scholarships at Romanian, German,
Hungarian, Polish, British and Finish universities.

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