Factores determinantes del valor utilitarista en las aplicaciones móviles del sector moda

  1. Miluska Murillo Zegarra 1
  2. Carla Ruíz Mafé 1
  1. 1 Universitat de València
    info
    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

    Geographic location of the organization Universitat de València
Journal:
Contaduría y administración

ISSN: 0186-1042,  2448-8410

Year of publication: 2021

Volume: 66

Issue: 2

Type: Article

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More publications in: Contaduría y administración

Abstract

This paper identifies the key drivers of perceived utilitarian value when using a mobile fashion retail app. We analyze and test the impact of consumer beliefs regarding technology, the features of the mobile alerts messages and permission marketing variables (irritation and perceived control) related to the mobile alerts. A research model is tested using a sample of 340 mobile shoppers of fashion products in Spain. Results show that utilitarian value is determined by perceived usefulness, informativeness of the alerts and use of permission marketing. Ease of use increases the perceived usefulness, personalization increases the informativeness of the alerts and perceived control decreases consumer’s irritation.

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