ANALYSIS OF THE INTENTION TO USE FASHION M-COMMERCE

The main objective of this study was to evaluate the influence of the dimensions of Playfulness Social Influence Effort Expectancy and Performance Expectancy on the intention to use fashion m-commerce using the Unified Theory of Acceptance and Use of Technology (UTAUT). To this end a structural model was proposed also considering the moderating variables of age and gender. A questionnaire with 21 Likert scale items was administered to 300 Brazilian users. After data collection a Factor Analysis was carried out to identify correlated variables followed by the application of Structural Equations to measure the impact of each dimension on intention to use. The results showed a positive effect of the Playfulness Social Influence and Effort Expectancy dimensions while Performance Expectancy was excluded. The age variable showed a moderating influence on the relationship between Social Influence and Intention to Use. The study contributes by providing empirical evidence on the application of UTAUT to fashion m-commerce highlighting Playfulness as a relevant factor.