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EXAMINING HEDONIC AND UTILITARIAN MOTIVATIONS FOR M-COMMERCE FASHION…
EXAMINING HEDONIC AND UTILITARIAN MOTIVATIONS FOR
M-COMMERCE FASHION RETAIL APP ENGAGEMENT
RESULTS AND ANALYSIS
Research objective
Efficiency shopping as the most important perspective, followed by "social shopping", and "shopping gratification" motivating factors
Preference for the efficiency and convenience afforded by the retail application, and indicated that this encourages them to shop at their
mobile devices
Purchase of achievements
Desire to buy with a specific purpose in mind to
via mobile commerce retail apps
Three reasons of gratification that encouraged participants to buy from mobile commerce retail applications: "relaxing entertainment", "personalized services", and "reducing pressure".
Retail m-commerce applications to search for new seasons and new fashion trends.
Role buying has a neutral influence on customer motivations to buy from mobile commerce retail apps.
EXAMPLES
SHEIN's market covers Europe, America, Australia and the Middle East countries.
SHEIN ships to more than 220 countries and regions around the world. Our website is available for the US, Spain, France, Russia, Germany, Italy, Australia and the Middle East,
Is an international online commerce platform type B2C The company is mainly focused on women's clothing, but also offers men's items, children's clothing, accessories, shoes, bags and other fashion items
SHEIN is able to bring the latest trends based on global fashion and bring those styles to market.
This company was one of the pioneers in carrying out ecommerce actions.
Ebay works as a product auction website that has an automatic brokerage system, in which users can rate and rate the other user (positively or negatively), depending on the success of the sale operation.
Amazon has an application store, a data service in the cloud, a video streaming service (instant video), a software creation service and a platform to create stores to buy online.
Has absorbed numerous companies such as Audible, BookSurge, Mobipocket, Fabric.com
It is an online retail store specialized in the sale of shoes and clothing for women, men and children, which has a presence in most European countries (the largest online fashion store in Europe).
Zalando also sells clothing, sports items, furniture, home decoration items and beauty products among other items.
The company is characterized from others in the sector by offering free shipping and returns, great discounts, fast shipping and good quality.
It is a multinational dedicated to the design, manufacture and marketing of clothing and accessories for women, children and men.
In 2000, it made its first online store available to users, 2 through which it currently markets its entire range of products in the member states of the European Union, as well as in the US, Canada, Turkey. , Russia, China and Japan
E-commerce and m-commerce retail
Motivation and value in consumer behaviour
Arnold and Reynolds
described hedonic experience as consisting of six dimensions:
Social
Gratification
Role
Idea
Value.
Adventure
Kim
described utilitarian value experiences
efficiency
cost/value
achievement.
utilitarian value
is more dominant than hedonic value in motivating consumers to make repeat purchases.
Motivation
Hedonic
Gratification
shopping
Social
shopping
Discount
shopping
Idea
shopping
Role
shopping
Adventure
shopping
Utilitarian
Efficiency
shopping
Achievement
shopping
Mckay and Marshall
described e-commerce as a process which use the internet to conduct business activities such:
as buying, selling,
exchanging, and information services.
has focussed on m-commerce retail motivations in an environment:
mobile social
media
mobile advertising
mobile
retail navigation
Consumer motivations for m-commerce engagement
Highlights the prevalence
of utilitarian factors
such as the functionality of the
m-commerce retail app
to achieve a goal rather than the
hedonic characteristic of experience.
Regarding utilitarian motivations,
“efficiency shopping” has highly important
influence on customers’ behaviour to shop on m-commerce retail apps,
Relating this to hedonic motivations,
“gratification” and “socialshopping” were
the most important determinants
Consumer behaviour and m-commerce interaction
Within the purchase process, many factors influence the final decision-making result and change decision-making models
For example:
the trust
perceived risk
product recommendations
previous experiences
the degree of involvement and positive emotions towards fashion as a social phenomenon.
Jones and Issroff
demonstrated that efficiency
(saving time in obtaining product information and
the cost to travel to a shop)
was a significant motivator for m-commerce customers.
From a consumer behaviour perspective,
Fogg
resolved behaviour into three
factors:
motivation
the persons desire to engage with an activity
triggers
for example, a smartphone notification
ability
how hard it
is to engage with an activity
Rogers
focussed on the motivating factors that increase the chance of an individual wishing to adopt a technology, or action.
the five key attributes that describe an innovation’s adoption are:
1.Relative advantage
Complexity
Trialability
Observability
Compatibility
